The Rise of Automation: A Market Poised for Growth

The industrial automation sector is booming, with a global market value of £95 billion in 2020 and a projected annual growth rate of 8.6%. This diverse landscape encompasses everything from machine feeding and robotic process automation (RPA) to high-speed vision inspection and automated packing and labelling. It’s no wonder that automation is becoming an essential element for almost every manufacturing business.

However, this burgeoning market presents unique challenges for companies trying to reach potential customers. The bespoke nature of many projects and confidentiality agreements often limit the ability to showcase innovations publicly. Sales and marketing directors face a daunting task, with some companies even lacking dedicated marketing departments and relying solely on traditional methods like press releases, exhibitions, and word-of-mouth referrals.

Cracking the Lead Generation Code: Strategies for Your Automation Business

With 16 years of experience in the automation sector, I’ve identified some highly effective lead-generation strategies that might vary slightly depending on your specific niche. Here’s the key takeaway:

Shift from Bespoke Projects to Pre-Defined Solutions:

• Marketing bespoke projects can be challenging. Instead, develop a range of standardised solutions addressing common customer problems like “carton erection,” “box stacking,” or “picker cell.”
• This allows potential customers to easily identify solutions aligning with their needs and increases the chances of finding a suitable fit, even if it’s a combination of your pre-defined solutions.
• Remember, you don’t need physical products to showcase these solutions. Creating visuals using your CAD package is perfectly acceptable.

The Digital Shift in Industrial Automation Buyer Behavior

The landscape of industrial automation buyer behaviour is undergoing a digital revolution. Here’s what you need to know:

1. Digital Dominance: Over the past five years, we’ve witnessed a significant surge in buyers leveraging digital channels to find suppliers for their automation projects. This trend is fueled by:

• Increased search volume and diversity: Customers actively seek solutions for specific automation challenges online.
• Pandemic-driven shift: Events like The Industrial Automation Show and MACH transitioned online, further pushing buyers towards digital research.

2. Recommendations Still Matter: While digital reigns supreme, word-of-mouth and recommendations remain influential in lead generation.
3. The SEO Imperative: If your industrial automation company isn’t visible on Google, you’re missing out on a treasure trove of potential customers. Make sure your online presence is optimised for relevant search terms to attract qualified buyers.

What Industrial Automation Buyers Want on Your Website: Attract, Engage, Convert

With more buyers researching online before reaching out, your website becomes the critical first impression. Here’s what they seek:

1. Industry Expertise & Experience:

• Showcase specific experience within their sector: Highlight case studies, videos, and articles demonstrating similar automation solutions you’ve delivered.
• Emphasise understanding of their sector-specific challenges: Show you “get” their business and its unique pain points, whether it’s food, pharma, or aerospace.

2. Capability & Trust:

• Project size and delivery confidence: Use images, videos, and project statistics to showcase your team, production facilities, and successful past projects.
• Clear quoting process and timeline: Make it easy to understand how to get a quote and how long it takes. Offer multiple contact options (callback form, project specification form, online chat).

3. Ease of Navigation & Next Steps:

• Ensure user-friendly website design and navigation: Make it simple to find relevant information and contact options.
• Guide them to the next step: Whether it’s requesting a quote, downloading a brochure, or initiating a conversation, make it obvious and effortless.

By addressing these key elements, your website becomes a powerful tool to attract, engage, and convert potential customers in the ever-evolving industrial automation landscape.

Cracking the Lead Generation Code: Strategies for Your Automation Business

With 15 years of experience in the automation sector, I’ve identified some highly effective lead-generation strategies that might vary slightly depending on your specific niche. Here’s the key takeaway:

Shift from Bespoke Projects to Pre-Defined Solutions:

• Marketing bespoke projects can be challenging. Instead, develop a range of standardised solutions addressing common customer problems like “carton erection,” “box stacking,” or “picker cell.”
• This allows potential customers to easily identify solutions aligning with their needs and increases the chances of finding a suitable fit, even if it’s a combination of your pre-defined solutions.
• Remember, you don’t need physical products to showcase these solutions. Creating visuals using your CAD package is perfectly acceptable.

Additional Tips:

• Focus on the “why” behind your solutions: Don’t just list features; explain how they solve specific pain points and benefit the customer’s business.
• Utilise targeted content: Create case studies, articles, and videos showcasing how your solutions helped clients in their specific industries.
• Optimise your website: Ensure it’s user-friendly, informative, and SEO-friendly to attract organic search traffic.
• Leverage digital marketing: Explore paid advertising, social media marketing, and email marketing to reach a wider audience.
• Actively participate in industry events and online communities: Build relationships and gain visibility through networking and engagement.

By implementing these strategies, you can attract more qualified leads and nurture them into paying customers. Remember, consistency and a data-driven approach are key to optimising your lead generation efforts for your specific niche within the automation sector.

Speak the Customer’s Language: Benefits over Specs, Videos for Lasting Impact

1. Benefits Rule, Specs Drool:

• Ditch the technical jargon and focus on the tangible benefits your solutions deliver.
• Showcase how they impact the customer’s bottom line, like reducing labour costs by 37% or boosting production by 12%.
• Get specific and quantifiable, highlighting the real-world improvements your solutions bring.

2. The Power of Visual Storytelling:

• Videos are silent salespeople, constantly promoting your work without effort.
• Invest in pre-installation and post-installation videos (with customer consent) demonstrating your solutions in action.
• Animations and high-quality photos are also valuable assets, offering an engaging visual experience.

Remember: Your customers care about how your solutions benefit their business, not the intricate technical details. By focusing on quantifiable benefits and compelling visuals, you’ll resonate more deeply and leave a lasting impression.

SEO Powerhouse: Fueling Your Automation Business with Content

In the automation industry, where search terms are specific yet diverse, SEO holds immense power. Here’s how to unleash its potential:

Content is King:

• Don’t underestimate the magic of content creation. Case studies, articles, sector-specific guides, and product pages – all become magnets for targeted traffic when crafted effectively.
• Depth matters. Aim for 1000-2000 words per piece, offering valuable insights and showcasing your expertise.
• Keyword magic: Strategically weave relevant keywords into your titles, headings, and body content to improve search engine ranking.

Technical Optimisation:

• Ensure your website is technically sound. This includes fast loading speed, mobile responsiveness, and a user-friendly interface.
• Structured data is your friend: Implement schema markup to help search engines understand your content and display it more accurately.

Beyond the Basics:

• Go niche: Target long-tail keywords specific to your industry and offerings.
• Link building: Collaborate with other businesses and industry influencers to earn valuable backlinks.
• Local SEO: Optimise your website for local searches, especially if you serve a specific geographic area.

By mastering these SEO strategies, you can attract more qualified leads and propel your automation business to new heights. Remember, consistency and data-driven analysis are key to refining your approach and maximising your SEO success.

Expanding Your Reach: Paid Advertising, Retargeting, and Email Marketing for Automation Success

1. Paid Advertising: Reach Your Niche Audience Efficiently

• While competition is rising, your specialised area of expertise likely faces fewer direct competitors, making Google Ads a cost-effective option.
• The bidding system favours niche markets, potentially lowering your click costs.
• While click-through rates may not be overwhelming, around 15% of Google clicks come from ads, highlighting their potential.
• Google Ads offers quick setup, easy adjustments, and faster results compared to other marketing methods, often generating clicks and inquiries within weeks.

2. Retargeting: Stay Top-of-Mind During Lengthy Decision Cycles

• Automation projects often involve lengthy tender or quote processes, lasting weeks or months.
• Retargeting helps your business stay front of mind during this crucial decision period.
• Website visitors are “tagged” with cookies, allowing you to display targeted ads across the web, reinforcing your brand and increasing their recall when building project tenders.

3. Email Marketing: Nurture Relationships and Drive New Business

• Staying connected with existing customers can lead to repeat business and new projects, but many automation companies overlook this strategy.
• Proactive email marketing showcasing solved problems and delivered benefits resonates with both existing customers and prospects.
• Regular updates on your innovations and ongoing work during decision-making phases position you as a proactive and reliable business partner.

It’s important to combine these strategies with SEO and content marketing for a holistic approach. Analyse performance data to refine your tactics and maximise your return on investment in each channel. By effectively leveraging paid advertising, retargeting, and email marketing, you can reach the right audience, nurture relationships, and drive profitable growth for your automation business.

The Clear Advantage: Why Digital Marketing Should Be Your Automation Company’s Focus

The answer is resounding: YES! Digital marketing offers a compelling financial advantage over traditional methods for automation companies. Here’s why:

Cost-Effectiveness: Generating leads through digital channels like SEO, content marketing, and paid advertising is significantly cheaper than traditional approaches like trade magazine ads, press releases, exhibitions, and telesales.

Case Study: ABC Automation’s Success Story

• Company: ABC Automation, offering RPA solutions for pharmaceutical and electronics industries
• Average project value: £288,000
• Monthly website traffic: 3,500 visits (SEO, content creation, Google Ads)
• Monthly newsletter reach: 600 existing customers
• Digital marketing cost: £6,500/month (outsourced)
• Monthly leads generated: 20
• Lead conversion rate: 1%
• Cost per lead: £325
• Cost per sale (excluding sales team): £1,625
• Profit per sale: £29,700
• ROI on digital marketing: 1727%

The Math is Clear: ABC Automation’s digital campaign generates a massive return on investment, highlighting the immense potential of digital marketing for automation companies.

Beyond the Numbers:

• Targeted Reach: Find your ideal customers online with laser precision.
• 24/7 Availability: Your brand is always open for business online.
• Measurable Results: Track performance data to optimize and refine your strategy.
• Relationship Building: Nurture leads and build trust through valuable content.

Embrace the Digital Future:

While traditional methods may still have a role, prioritise digital marketing for cost-effective lead generation, wider reach, and measurable results. Partner with a qualified agency to craft a customised strategy and unlock your full digital potential.

Remember: Don’t just take our word for it. The data and success stories speak for themselves. Invest in your digital future and watch your automation business soar.