ILMA Compoundings – November 2019 - 35

reputation for customer service. "By having someone
monitor our Facebook page - even if it's just to say, 'I've
forwarded your comment' - we can achieve a 100%
response rate."
Regardless of the digital channels used, the point is to
offer customers and potential customers the tools and information they need to come to a buying decision in their own
time. "Today's buyers want to purchase when it's appropriate
for them and under their control," Milan said. "We're in the
era of the informed buyer. They want to research and learn
more before making a decision."

Always Evolving
The digital world is constantly changing. Digital outreach
likewise needs to constantly evolve.

Friction-Free Video
At American Oil and Supply International,
President Chuck Decker and his team are
just beginning to explore videos as a
way to enhance customer engagement.
"Our most popular business-to-business
product is Vitalife wire rope lubricant. Customers are constantly requesting help with
application, so we put together a video to
help," he said. "It's posted on our website
and hosted on YouTube, so we can show
them the application steps without having
to get on an airplane to fly there.
"We're going to start making Jack of
All Sprays videos starting this fall. Right
now, we're planning a series of videos -
maybe 25-50 in the first year. We'll show
different applications: lubricating bicycle
chains, lawnmower repair, removing a
spark plug and so on. They'll be put on all
of our platforms, via YouTube."
American Oil and Supply is working with
a single outside consultant to produce the
videos. Other companies may choose to
hire a partner like MFG Tribe. Regardless,
according to MFG Tribe CEO Kyle Milan, "The
marketing strategy remains the same."
In Milan's experience, that strategy
consists of producing videos that are fastpaced, with short takes and short durations
overall. Avoid elevator music and executive
interviews. Instead, he said, "Get interviews
from people on the shop floor, on the front

"Moving forward, we'd like to expand our interactions
on our social channels, because that's where we have seen
the ability to educate and engage with customers quickly,"
Hornblower said. "Since we aren't trying to sell anything
[online], our goal is to drive individuals to an article or
video or have them regularly exposed to a 'tip of the day.' All
of our brands hang their hat on being community-oriented
as well, so we want our social media outreach to reflect that.
"Our team has done some really great things when it
comes to digital marketing," she added, "but it's everevolving. I believe in order to be effective online you need
resources, dedication and time. And you need a personality.
People connect with people - and that's true whether
you're communicating face to face or online."
Bittner is a Michigan-based freelance writer.

lines. And don't script the conversation;
people want authenticity.
"Take the time to do it right. When we
sign a client, we go on site and shoot video
for about a day, spending 8-10 hours. We do
all of the interviews on the production floor,
spending about 10-15 minutes per person
for our interviews. We ask four or five people
the same question so we can edit those
together. Then, after we've completed all
the interviews, we'll spend three to four
hours shooting content in the plant.
"When we're done with this shoot,"
Milan continued, "we'll have enough
content for about 12 videos. The first
video we release is always a corporate
overview, which will last two-and-a-half
to three minutes. We might follow that up

with 11 more videos that are 60-90 seconds each and focus on a single product
or service. We'll then distribute those on a
once-a-week basis over 12 weeks.
"After those initial videos appear, we'll
come back and do it all again. Over the
course of a year, you'll get 44-50 videos.
That's the way you get attention."
Milan acknowledges that smaller
operations might not be prepared to
hire an outside consultant for this kind
of work. But he doesn't believe that
should be a deterrent. "Just do it on your
smartphone and use Adobe Premier Pro
or Final Cut Pro for video editing," he said.
"I tell people you either have time to do it
yourself or money to spend on somebody
else doing it for you."

35



ILMA Compoundings – November 2019

Table of Contents for the Digital Edition of ILMA Compoundings – November 2019

LETTER FROM THE CEO
INSIDE ILMA
WHAT’S COMING UP
INDUSTRY RUNDOWN
In the Know
International Insight
Market Report
STRATEGIES FOR THE FUTURE
ENGAGED AND AWARE
BEHIND THE SCENES
BUSINESS HUB
COUNSEL COMPOUND
WASHINGTON LANDSCAPE
IN NETWORK
Member Connections
PORTRAIT
ILMA Compoundings – November 2019 - Cover1
ILMA Compoundings – November 2019 - Cover2
ILMA Compoundings – November 2019 - 1
ILMA Compoundings – November 2019 - 2
ILMA Compoundings – November 2019 - LETTER FROM THE CEO
ILMA Compoundings – November 2019 - INSIDE ILMA
ILMA Compoundings – November 2019 - 5
ILMA Compoundings – November 2019 - 6
ILMA Compoundings – November 2019 - 7
ILMA Compoundings – November 2019 - 8
ILMA Compoundings – November 2019 - 9
ILMA Compoundings – November 2019 - 10
ILMA Compoundings – November 2019 - 11
ILMA Compoundings – November 2019 - WHAT’S COMING UP
ILMA Compoundings – November 2019 - 13
ILMA Compoundings – November 2019 - 14
ILMA Compoundings – November 2019 - 15
ILMA Compoundings – November 2019 - INDUSTRY RUNDOWN
ILMA Compoundings – November 2019 - 17
ILMA Compoundings – November 2019 - 18
ILMA Compoundings – November 2019 - In the Know
ILMA Compoundings – November 2019 - International Insight
ILMA Compoundings – November 2019 - 21
ILMA Compoundings – November 2019 - Market Report
ILMA Compoundings – November 2019 - 23
ILMA Compoundings – November 2019 - STRATEGIES FOR THE FUTURE
ILMA Compoundings – November 2019 - 25
ILMA Compoundings – November 2019 - 26
ILMA Compoundings – November 2019 - 27
ILMA Compoundings – November 2019 - 28
ILMA Compoundings – November 2019 - 29
ILMA Compoundings – November 2019 - 30
ILMA Compoundings – November 2019 - 31
ILMA Compoundings – November 2019 - ENGAGED AND AWARE
ILMA Compoundings – November 2019 - 33
ILMA Compoundings – November 2019 - 34
ILMA Compoundings – November 2019 - 35
ILMA Compoundings – November 2019 - BEHIND THE SCENES
ILMA Compoundings – November 2019 - 37
ILMA Compoundings – November 2019 - 38
ILMA Compoundings – November 2019 - 39
ILMA Compoundings – November 2019 - BUSINESS HUB
ILMA Compoundings – November 2019 - 41
ILMA Compoundings – November 2019 - COUNSEL COMPOUND
ILMA Compoundings – November 2019 - 43
ILMA Compoundings – November 2019 - 44
ILMA Compoundings – November 2019 - WASHINGTON LANDSCAPE
ILMA Compoundings – November 2019 - Member Connections
ILMA Compoundings – November 2019 - 47
ILMA Compoundings – November 2019 - PORTRAIT
ILMA Compoundings – November 2019 - 49
ILMA Compoundings – November 2019 - Cover4
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