Is social media marketing for manufacturers really worth the effort? How should you market your brand in general? It may be hard to figure out where you fit in the social media world and what content to put out. In this episode of Making Chips, Jim and Jason talk about why social media marketing can make a positive impact on your business. Their answers aren’t what you expect!
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Jim and Jason had a scary Halloween—but not for the reason you'd expect. They were preparing to record a couple of episodes for the podcast. Instead, Jim was rushed to the ER with a case of Gastritis. Among other factors, severe stress is one of the things that contributed to his illness. Running multiple businesses and caring for unhealthy parents took a toll on him. The moral of the story? Know what’s going on with your body, and take care of yourself.
As a business owner, you have an obligation to care for your company. However, it is impossible to do so if you aren’t healthy. Proper self-care should be the entrepreneur’s #1 priority. Jim is already active and watches his diet, but wasn’t limiting his stress. It was a wake-up call for him and he hopes that it’s a wake-up call for listeners as well.
A listener pointed out that he doesn’t believe a machine shop must do any social media marketing. He doesn’t buy it. He believes that it’s a total waste of time for an industrial company. After all, what aerospace engineer goes on Facebook to look for a manufacturer? While Jim and Jason point out and understand that social media isn’t for everyone, there are some important reasons to utilize Social media.
Firstly, you’re not creating posts on Facebook to attract buyers. You are doing it to promote your company culture. You can promote new talent or offer a behind the scenes take of what your company does. Social media allows a business to share their values with the world. It is THE most effective way to do so—and costs you nothing but time.
As much as you may not want to give credence to the importance of the social space, they point out that people build careers in social media. Instagram influencers make thousands of dollars promoting services or products in posts. Instagram is a great model for the manufacturing space because it allows you to share visuals in a meaningful way.
You can share photos of parts, people in your business, or of projects you’re working on. Or perhaps a short video of work in progress or a how-to piece. Whatever it is, it allows you to build an authentic connection with your audience. If you’re providing valuable information, social media marketing for your brand can certainly be worth the time and effort.
LinkedIn can also be a useful tool to attract new talent. A new hire came across some of the content Jim had shared on LinkedIn. He saw that Jim was hiring a C & C Machinist, and messaged him about the opportunity. He already knew—based on their social media presence—that the company would be a good fit. And he was!
Marketing doesn’t necessarily reap immediate rewards as far as attracting new clients. However, the immediate reward is how it impacts your company. As you build a website or define a marketing strategy, you are defining how you want your business presented to the world. What are your values? What are your specialties? What is the #1 thing you want the general public to know about your company?
As you’re building a vision for your brand it helps lay out the vision for how you operate your business. You differentiate yourself in the industry by being different, and marketing helps you portray what makes you special. If you stand out and exploit what makes your business different, you attract the type of customers that are the right fit. They emphasize the importance of finding a good marketing agency to guide you through the process. It can make a world of difference.