How the top five manufacturers in Northeast Ohio promote themselves online
Northeast Ohio manufacturers are moving beyond their industrial roots to take the Web by storm, using creative, engaging channels to engage and interact with their current and potential customers. Here’s what the top five are doing.
Specialty chemical company Lubrizol has locations in Lake and Cuyahoga counties. Headquartered in Wickliffe, they also have Northeast Ohio plants in Painesville, Chagrin Falls, Avon Lake and Akron.
Their Web site design features information on more than 40 product lines in nine separate markets. These include in-depth information on their latest formulations. Additionally, they post their latest news, share stories from conferences and community participation and give Web visitors a glimpse into employment at Lubrizol.
Their branded Facebook page and other accounts offer a great snapshot into daily life and product use. They include interactive posts to draw their customers into their brand.
Avery Dennison, a manufacturer of pressure-sensitive paper, film and foil, graphic materials and specialty tapes, is headquartered in California, but has a tremendous Northeast Ohio presence, with locations in Mentor, Fairport Harbor, Painesville, and Concord.
Their Web site is engaging and easy-to-navigate, clearly spelling out their products – and practical applications for them in everyday life, from business to personal uses. They invite users to submit an idea and partner with them. Their Web site also provides provide details about the company and philanthropy.
Their social media pages show how-to videos on their products, day-to-day happenings in their locations and ties their products in with current happenings. They do an excellent job sharing customer photos of their products in use and tying in personal stories.
Headquartered in Mentor, medical manufacturer Steris is a large Lake County business influence.
Their Web site covers all aspects of their business, from the background financial information to their product lines and how to order, and they manage informative social media accounts that highlight their product lines. Their Twitter followers are re-tweeting their trade show information, and they have a very active YouTube channel.
Lincoln Electric, a Cuyahoga County-based manufacturer or welding and cutting equipment, has headquarters in Cleveland and large locations in Mentor and Euclid.
They have a detailed Web site that showcases their product lines and community education ventures. The highlight of their Web presence is their Facebook page; the corporate
Lincoln Electric page draws followers in with contests, videos, and opportunities to connect through their #HelpAWelder hashtag. They have an active presence on each major social media platform and do an excellent job of educating and engaging their followers and customers.
Parker Hannifin is a diversified manufacturer of motion and control products and systems. Their headquarters are in Mayfield Heights in Cuyahoga County, and they have an extensive Lake County presence, with locations in Mentor, Wickliffe and Eastlake, and many other Northeast Ohio locations.
Parker Hannifin’s Web site design is clean anduser-friendly, allowing the visitor to quickly find the information they need. Their social media accounts share details about products and conference participation, and their YouTube channel shows videos that inform their audience about their care for the environment and climate.
As smaller Northeast Ohio manufacturers continue to expand their Internet reach, they can improve their bottom line by studying how leading area companies work to engage and interact with their customers.