How To Grow Steel And Metals Manufacturing Business

Steel is one of the most popular products on

Steel is one of the most popular products on A lot of businesses in different industries, like aerospace, aviation, and medical, use steel and metal. So how can steel and metal manufacturers keep growing their business? The first step is to have a clear business plan. Some manufacturers try to do too many things at once, but that's not the best way to grow your business. In this post, we'll help you choose realistic goals for your business and how you can document them so you can track your progress along the way. This will help you stay organized and make sure your employees are motivated too.

Create A Business Plan

If you're starting a business, it's a good idea to have a business plan. This will help you later on and might also attract investors if that's what you're looking for. When creating your business plan, there are several things you need to think about, like your legal requirements, where you'll be selling, and when you'll start making money. You should also include data on production and personnel in your plan. This will answer questions like:

  • How is your steel product or service made? 
  • What does it cost to produce it?
  • Is there enough talent in the future to hire new people if needed? 
  • What is your management strategy?

Understand What Your Employees Need To Thrive

You've probably heard that keeping your employees happy leads to happy customers. Well, it's true! Your employees and customers are both important to your business.

Ameriquip Corporation, a designer and manufacturer for the utility tractor, skid steer loader, and lawn & garden equipment markets, made some changes that helped them earn $150 million in revenue each year. They improved the culture of their internal teams by changing their working hours. Ameriquip now has morning and afternoon shifts that are each 10 hours long, from Monday to Thursday. They also have a weekend shift that is three days long, from Friday to Sunday. This allows them to fill their talent pipeline with new employees.

The modern workforce is looking for people who are flexible. They want to solve the challenges that some U.S. manufacturers are still having. This is because they want to bridge the gap between different generations of workers. If you can improve your company internally, you will see efficiencies, better quality control in your factories, and an increase in customers.

Build On A Customer-Centric Model

As a business owner, you know that it is important to take care of your customers. Make sure you communicate with them regularly. This will help keep them happy and also might give you some new customers. You should also remind your customers of your company's existence even when they don't expect it. This will help keep them as customers.

Take Advantage Of Modern Technologies

We cannot stress this enough: in today's increasingly digital world, having a strong online presence is more important than ever. Many manufacturers may argue that they don't need an online presence because they have sustained growth through word-of-mouth referrals and traditional growth methods. But this creates a false sense of security.

Add Videos To Your Marketing Arsenal

Many people are now using video conferencing to have meetings and to save money on tradeshows. This is because it is a more efficient way to stay connected with customers. Many manufacturers are investing in this technology to stay ahead of the competition.

Digital marketing is a way to secure the future of your business. It is an investment, but you don't need to spend a lot of money to start. You can do small things that address your customers' buying habits. For example, more than half the engineers and technical professionals who were surveyed said they spend at least one hour per week watching videos for work (younger people spent more time watching videos).

Businesses looking for new customers in the steel and metal industry should understand that the workforce is now largely millennials. In response, smart manufacturers partner with industrial marketing experts to produce videos that keep millennial prospects and customers engaged.

Some machining or steel processes can be complicated for buyers. Videos help explain the size, conditions, capabilities, and products and services available from your business. The other most common reasons manufacturers use videos are to improve communication, increase understanding of the manufacturing process, and show how products are made.

Videos are easy to share. They are visually appealing and people like to watch them. Videos are a great way to share things on social media and in emails. People have been persuaded to buy products or services based on videos before. In fact, 77% of consumers say they have been convinced by a video. A lot of marketers use videos as part of their marketing strategy and 92% say it is important for their marketing strategy- up from 78% in 2015.

Video is a powerful marketing tool. According to HubSpot, businesses that use video in their marketing see faster revenue growth than those that don't. If you're looking for a factory tour or company profile video, check out our portfolio. 

Use Industry-Focused Content

Because of the limitations of COVID-19, many companies are using digital marketing to get new customers.

As expected, companies are less likely to invest in trade shows. However, the use of webinars & virtual events, search & social media, and websites has all increased because of COVID-19.

But in today's world, a website is not enough to get more customers. To grow, businesses use a variety of methods like emails, videos, advertising, SEO strategies, and website content. 

Start small with an "Industries Served" page on your website and list all the markets your services supply. As you grow, include high-quality photos and graphics to validate the quality of your work further.

"Our site features a lot of different types of content that has helped us stand out as a leader in this industry," said Eoin Lynch, Executive Director of Sales and Marketing at Tex Tech Industries. "Some aerospace technology can be complex, but our graphics, datasheets, and videos from California Technical Media break it down for buyers so they can understand what they need and how we help them."

Steel and metal manufacturing companies need to take advantage of the digital revolution not only from a marketing perspective, but to improve their operations and supply chains. Digitization in the steel and metals industry will give companies access to real-time information, which will help them respond to unpredictable changes in the market. This will also decrease risk and provide growth opportunities.

Success Story: Growth For Continental Steel & Tube Company

The manufacturing industry has always tried to get its products from a few suppliers. This can save the company money and make things easier.

This helped Continental Steel's Don Ascione grow his business. He did not plan for this, but he recognized it and capitalized on it. Continental Steel is a company whose specialty is finding hard-to-find metals. Ascione, the company's founder, used his knowledge and connections from around the United States and Mexico to create a great network of metal suppliers.

Ascione supplied many fabrication contacts with the necessary materials. This created a tight-knit network of fabricators. Continental Steel is able to act as a manufacturer's representative for the fabrication companies and sell projects to customers looking for pressure vessels or staircases (as an example).

Continental Steel is able to provide good service to its customers by working with the best fabricators and getting the best pricing for raw materials. Customers benefit from this by getting high quality products at a good price. This also helps Continental Steel's network of businesses grow.

Ascione saw the opportunity to make money by connecting customers with fabricators. This opportunity was possible because Continental Steel was a reliable source for metals.

Ascione seized the opportunity to get more business. He partnered with a network of metal specialists and fabricators. This way, clients can find everything they need for their project all in one place. They don't have to look for a different company to get the metal they need.

Continental Steel is positioned to meet all of its clients' needs. This includes finding the metal materials required for the project, as well as developing a top-quality final product. Clients can be assured that the fabrication process will be of unsurpassed quality, due to Continental's expansive reach in finding the best suppliers for the task.

His team finds metals and fabricators for his clients so they don't have to do it themselves. Now, Continental Steel is a leading source for metals procurement around the globe and a premier source for custom fabrication.

Promote Your Steel Business 

It can be tough to navigate the digital landscape and changing global policies. But we at California Technical Media has more than 10 years of experience in preparing the best explanatory industrial videos that help companies boost their sales. Our animations connect buyers with suppliers and help engineers get industrial companies increase their revenues. 

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