In the last few decades, the manufacturing industry has undergone quite a few changes. Advances in technology, a widening skills gap, and shifts in global supply chains, have all  contributed to a radically changed landscape.

The business requirements of manufacturers have grown in parallel. Customers still require quality precision parts, but now instead of relying on word of mouth, they rely on online reviews and advertisements. Marketing, especially digital marketing, has become a necessity. Even small, independent shops just starting out have a LinkedIn profile.

However, it’s all very well setting up a social media profile, and getting to grips with hashtags, but how do you really engage with a manufacturing audience? In order to fully grasp the opportunities of digital  marketing, it can be useful to study some success stories, and learn from their example.

So, without further ado, here are five manufacturers who have successfully leveraged the opportunities of modern marketing techniques. Each one has created a specific, personal brand, which has enabled them to become leaders in the manufacturing industry.

With over 1 million subscribers on YouTube, Titans of CNC is a prime example of successful digital marketing. Founded by Titan Gilroy, Titans of CNC provides world-class educational materials for free, driven by a genuine passion for the industry and a determination to solve the skills gap.

Titans of CNC have also leveraged their online presence to create an active community that engages, not just with Titans of CNC, but with one another. They focus heavily on video content, with a personal touch that comes with having a trained media personality like Titan Gilroy in front of the camera. The quality and consistency of their content has paid off, and with over 650,000 followers on Instagram and 700,000 on Facebook, it’s no exaggeration to say Titans of CNC have the largest digital presence in the industry.

Chris Luecke - Manufacturing Happy Hour

Started in 2016, Manufacturing Happy Hour is an interview podcast run by Chris Luecke, with the aim of creating a space for the manufacturing community to come together, with the incentive of a pint of course! An experienced keynote speaker, with over 20,000 followers on LinkedIn, Chris has become a well known figure in the industry.

What started as a small video series on YouTube has become a staple of the manufacturing industry, with over 200 episodes and a range of guests, including Beth Parkinson (Rockwell Automation), Aaron Prather (FedEx), and Dave Griffith (The Manufacturing Hub). Manufacturing Happy Hour covers a huge range of topics, from Supply Chains and Construction, to Education and Automation, and is an informative, in depth, look at relevant topics and issues in manufacturing. Chris’ friendly, dynamic approach to interviewing creates a humorous, accessible tone (although I’m sure the beer helps too!)

Tony Gunn - The WorldWide Machinist

CEO of TGM Global, Director of Global Operations at MTDCNC, and host of The Gunn Show podcast (with over 100 episodes to date), Tony Gunn is a popular figure in manufacturing circles, as evidenced by his 230,000 subscribers on YouTube. Having worked as a machinist specialising in precious metals, Tony spent a decade travelling the world as an international consultant before joining MTDCNC.

Tony’s work shines a spotlight on the people who make up the manufacturing industry, and he works to remove the negative stigmas that are contributing to the current skills gap. In addition to his wealth of experience, Tony’s obvious passion and appreciation for the people behind the manufacturing process is what has helped him grow his following and become a well loved member of the community.

Meaghan Ziemba

Owner of Z-Ink Solutions, Meaghan is an experienced technical writer for manufacturers. Her live interview podcast, Mavens of Manufacturing, focuses on celebrating women in US manufacturing, at all levels of seniority. Maven’s has four long-term goals: strengthen the American manufacturing industry’s reputation, encourage younger generations to join the sector and help narrow the skills gap, attract more women into the industry, and finally provide a forum where brands, employees, and customers can connect and share their experiences.

Meaghan’s informal, down-to-earth tone creates a sense of realism and trust, and her content is often personal as well as professional. Her honesty and openness about her experiences as a woman and mother in manufacturing has helped her establish a strong, relatable identity, as evidenced by her 13,000 followers on LinkedIn, and her consistent popularity in the industry.

Nush Ahmed

At 22 years old, Nush is already making waves in manufacturing. With over 6,000 followers on LinkedIn, a podcast, and a position at Addman as quality inspector, Nush’s passion for manufacturing shines through in every aspect of her life. Her podcast, Next Gen MFG, focuses on attracting the next generation of leaders into the industry, highlighting their individual journeys, and providing advice for those on a similar journey.

Nush is also a founding member of Sisterhood of Trades, along with Karlie Hahn, Zoey Gruber, and Hannah Casas. Sisterhood of Trades is a community which focuses on empowering women in manufacturing, where members support one another to navigate the challenges of working in a male dominated industry. Created in March of this year, Sisterhood of Trades already has over 3,000 followers on TikTok, and is fast becoming the go to platform for young women in manufacturing.

The Secret to Success

So, what makes these people so successful at reaching and connecting with the wider manufacturing community?

1. Individualism. Each influencer discussed here has a strong, unique identity that allows them to stand out from the crowd. Lean into what makes you and your business different from your competitors, and emphasise your personal connection to manufacturing.

2. Active giving. In their own ways, each influencer consistently engages with the wider community in a positive way, whether it’s providing educational materials, creating platforms for people to connect, or sharing a beer on camera. Figure out a way you can fill a niche or need in the industry, and the rest will follow.

3. It’s not about me. The influencers discussed here use their platform to give other manufacturers a voice, whether it's highlighting achievements or pointing out barriers. Your content will at times focus on you (its your marketing platform after all), but shining the spotlight on others helps to create stronger bonds within the community, and ultimately benefits us all.
   
   

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