Originally published on July 31, 2013, this blog post is still incredibly relevant to the work we are doing today for our clients. In light of the upcoming Manufacturer of the Year awards and a large media event we are planning for a textile manufacturing client, this is a beneficial reminder to maintain a strong web presence for your manufacturing brand.
The comeback story of American manufacturing is finally getting its day in the spotlight. Two filmmakers, Vincent Vittorio and Nathaniel Thomas McGill, are currently touring 32 American cities to promote their new documentary, American Made Movie, which shows the positive impact of American manufacturing on the local and national economy.
Industry experts and company executives play a role in the film as interviewees, sharing their unique perspectives on manufacturing. From the CEO of New Bal
ance to the director of the American Alliance for Manufacturing, these experts have great stories to tell. But, not everyone has such an awesome opportunity to be featured in a high-profile documentary. What others in the industry do have, however, is a chance to tell their own story by publishing content on their company websites.
If you look at the websites of some small- to medium-size manufacturers—Northeast, Ohio-based Specialty Ceramics, for example— you’ll see they are lacking significantly in relevant content. In the case of Specialty Ceramics, it is a totally static page that barely explains what they do. A quick Google search will lead to a “tad” bit more—this company designs and manufactures vacuum form fireplace logs. If you are looking for their company story, details about their culture, employees, what they do in their community or why they are a great place to work, you can’t find it on their site. Or, anywhere for that matter—this is a lost opportunity.
Perhaps their universe of potential customers is small so they don’t feel a need to have more on their site. Maybe they rely on word-of-mouth marketing. Whatever their reason, I would argue it’s a terrible mistake to have a site like that one when the country is hungry for good news stories about manufacturing.
While I can find many other examples, my goal is not to put down what companies are currently doing. Instead, I’d like to make the case that all manufacturers should utilize their websites as their main communications channel to the outside world. All U.S.-based manufacturers have a part in telling the story of manufacturing’s comeback and their website is the ideal place to do just that.
As I’ve mentioned in previous blog posts, the power of Google just can’t be denied. It’s one powerful tool. Nearly everyone uses Google to find what they are looking for online—whether it be a product, a service or just simply, information. If a website is stale or inactive, Google may not find it or it will be buried beneath hundreds (or thousands) of other results, which means it won’t be found.
Fresh, new content posted regularly to a website will help with Google rankings. Content can be anything from news announcements about the company or its employees, new products, photos or community events. A blog updated regularly (weekly/monthly, etc.) and optimized with keywords is even better for boosting ranking on Google.
A manufacturer’s website is more than a “sales brochure.” It’s a chance to tell its own version of the manufacturing story to potential employees, family members, students, the community, news media and others. The story is still being written. As Natasha Bedingfield said in her popular song, “the rest is still unwritten…”
Now is the time for manufacturers around the country to join in by writing their own chapter in the comeback story.
_____
Hollie Geitner is vice president, client services for WordWrite Communications. You can find her on Twitter @JustHollieG.
