Week 8 - Instagram Hashtags
Part 1
For this assignment I did some research on four of my direct competitors that manufacture in the United States. Additionally, I chose one indirect competitor that imports their own line of private label casters from China. Grainger is one of the largest industrial suppliers in the world and they now import casters and wheels and have made an impact in my industry. Going to start off with Grainger.
Grainger
Out of the five companies that I reviewed it appears that Grainger is the most active participant in Instagram. Which is bad news since they have the largest footprint in North America and now are actively engaged in selling casters and wheels.
In looking at their Instagram posts Grainger offers a wide variety of visuals to keep their customers up to date with their products and their message. Grainger promotes the image as providing products for all industries and all applications. So they definitely have a strategy and are telling a story that resonates with customers.
Their hashtags are catchy titles that attract their customers to their posts. For example, #GraingerEverydayHeroes, #GraingerKnowhow, and #GraingerforThe Ones. A rather effective hash tag is #GraingerKeepStock. This is relevant for customers that need to be reminded they can obtain products in a timely fashion.
They have several videos listed and this is an effective way to relate on their products are used and this also leads to success stories which they are sharing.
Grainger has 7,216 followers with 604 posts and 88 followers. So out of the group I have reviewed they are by far the most active on Instagram.
Most of their content is related to how they solve problems and offer solutions and there are numerous success stories listed that details the Grainger expertise.
Additionally, they are effective in listing pictures of products that are related to Covid. This is timely and attracts followers that may be interested in their safety related products.
Grainger has many personal stores listed and they call them Everyday Heroes so they are up to date on telling their followers about First Responders that may also be using Grainger as their supplier. I think this is an excellent idea and probably drives sales.
Their highest content related related responses are the posts regarding Small Businesses, and they have made a decision to capture the attention of small business owners. This list includes list a number of likes but on every post that reviewed the likes were four times as many as the traditional picture of a product. Which means stories and pictures that connect with the small business owner is effective.
The last post was 2 days ago and is a reminder to restock your go to items. This ties into their website which is one of the best in the industry and makes ordering online so convenient. Just point and click.
To Improve they may consider a hashtag with a map of all their locations in North America. Maybe add some contact information.
Overall, I think their Instagram posts are very effective and I am glad they have so many products that their caster program gets lost in the marketing scheme. If they just concentrated on casters & wheels we could be in trouble.
RWM Casters
RWM is caster manufacturer that makes the majority of their casters and wheels in a factory in North Carolina. They are an older, US caster manufacturer that recently let go of their entire outside salesforce and in now trying to upgrade and sell their products by utilizing the internet and technology.
Their Instagram posts are particularly weak and they are not very active.
They only had 37 posts, with 151 followers, and 8 following. So it looks like they are in the beginning stages of this new marketing philosophy.
Hashtags seem to be all same which states: rwmcasters and then have various pictures with some special products that they have built and sold along with some quality pictures showcasing their manufacturing capabilities. Not a lot of detail and not real effective. For a company that is now promoting their social media they have not spent much time and effort on this part of Instagram.
Their most recent post was on March 18 of this year and this was a promotion for the Modex Material Equipment Show which is one of our industries largest annual conventions. Looks like it was posted at the time the Covid Pandemic was hitting the USA. So they may have placed everything on hold.
They only list a few pictures and most of these are photo's that show their factory in Gastonia, NC long with some pictures of testing equipment.
If they are serious about taking the next steps to promote their products and the company I would revaluate what message they are trying to convey. If I was in charge I would create a 3 - 5 minute video and highlight the advantages of their company and products. Many customers want USA made casters and this is increasing due to the backlash with Covid and China's perceived negligence in allowing this to spread to the USA.
A #USA Made would be an effective message. I would definitely emphasize American made products. There is a certain segment in business that supports domestic manufacturing. RWM only has 8 followers and I am happy about that. I am glad that I looked at this because one of my customer is following them which probably means their buying from them. I need to check on this.
In order to improve their presence they need to be more active and start upgrading their posts and pictures. Maybe they could be more interactive and have a contest for customers that post the most likes. Another suggestion would be to improve their Biography and develop more of a story on their history and why they are located in North Carolina.
Tente Casters
Tente is one of the largest caster manufacturers in the world. The Corporate Office is located in Germany and they have a large manufacturing center located in Kentucky. They offer a wide variety of products but specialize in products for the medical industry. Specifically, bed casters for hospitals and medical bariatric manufacturing.
Tente has 45 posts, and 136 followers, with 211 following. For such a large, diverse, company they do not put much emphasis on posting for Instragram.
Most of their Hashtags are representative of buzz words used in my industry. #castors, #wheels, #manufacturing, #supply, #material handling, and #maintenance. These are words synonymous with the caster business so they do a good job with this aspect of Instagram.
Additionally, they specialize in casters and wheels for the furniture industry and they have several pictures detailing some products used on this type of equipment. A typical like response would be 23 likes.
The last post was in 2019 so they are not active. I would assume this is due to the covid crisis and using Instagram is not a priority.
The content that includes pictures of casters for medical equipment received the most likes.
If I were advising them I would include a regular hash tag with an emphasis on products that are used on ventilators and other covid related medical devices. This is their strength and what customers associate with the Tente brand. They have a few of these products listed but very little activity.
Furthermore, since they have a large share of the international market I would probably post pictures of their other manufacturing locations and perhaps follow up with a post and pictures of their field offices. This is a benefit that they could leverage and help promote sales. For example, hashtag tente casters worldwide with a map. Maybe they could add some more filters and make their pictures more attractive.
Because they are worldwide they do have an email contact for the United Kingdom which is a good idea. I did find a related post called Tente North America but this looks like an afterthought with almost no activity. Perhaps, the business is so strong they don't need to work on this aspect of marketing.
Blickle Casters
Blickle is the largest caster manufacturer and distributor in the world. Blickle is a privately owned German Caster Conglomerate with factories and sales offices located in almost every country. Global sales are estimated at $300 million. They are privately owned and are making a big push in the North American market.
Blickle USA has 403 posts, 385 followers, and 105 following.
The last post was three days ago and most of their post showcase a particular product with periodic pictures of new products. They do have some attractive pictures that demonstrate the different colors that are offered urethane wheels.
Typical Hashtags include #blickle solutions, and #blcikle aviation @ case study. Blickle has taken a more solutions provider type of story and they tie this into whatever product group that may be used for this application.
They are creating a branded hash tag with solutions and I find this both effective and persuasive.
Blickle has a number of likes and comments and they are doing a good job of using industry specific hash tags. This is a well thought out strategy and the management appears to be promoting not only the brand but their expertise in solving problems out in the marketplace.
They have posted some videos that are also a great way to tell their manufacturing story and both likes and views are posted.
Areas that could generate more interest would be to start a conversation and request some feedback from their followers. Perhaps tie this into a promotion for the best response. But overall, out of my caster competitors Blickle USA has the best plan of action and they incorporate products with solutions.
Caster Concepts
This is another small, manufacturer of Heavy Duty Caster locate in Michigan. Caster Concepts specializes in casters for Aerospace and related industries.
The post that they are the leader in industrial caster and wheel solutions for virtually every industry.
However, Instagram does not seem to be part of their marketing program. They have zero posts, 75 followers, and 119 following.
Last post was 6 days ago and it is a picture promoting @GirlsWhoCode. Most of their posts are related to promoting social causes and include Hashtags like #Teamwork, and #CasterCares, and #Because we care.
Not much related to their business more emphasis on people and community service. I went back through all their posts and they all relate to this cause called Caster Cares. They do give back to the community and are trying to help those less fortunate.
All the posts are related to helping others and this is great but nothing associated with the manufacturing or production of casters and wheels.
I would hire someone to help develop a marketing program with picture and videos of the various products and maybe some videos on how the manufacturing process. They really have no business plan regarding what they actually make and sell as it relates to Instagram.
Caster Concepts does not post often and the content is not related to their company. But rather the social programs that the owner seems to be interested in. They have small business attitude and do not show any signs of growing.
Hashtags that may show improvement include:#heavy casters, and #casters for Aerospace. They need to be more focused on their core strengths.
Part II
Hashtags
I posted Hashtags that revolved around specific products that I thought would generate some activity. I took pictures of some new products like our new bakery wheel for oven racks. Some comments were complimentary on the look of our wheels. I tried to take pictures of products that are specific to my business.
Additionally, I drove to our West Coast Distribution Center in Santa Fe Springs, and made a short video which shows are DC Warehouse and the assembly area. I find videos to be the most effective way to promote my products ( casters & wheels ) and I think customers get more value out of checking out our capabilities by watching a short video. The key is to make it interesting and quick.
I am going to try and create an industry specific hashtag that promotes our Durable Brand. I plan to post a new video this week showing how we assemble a caster. A teaching video.
I did some research and some of the articles stressed keeping the message fresh and not to be boring. So this is no easy task when your business is selling something that most people have no clue about. It is a challenge.
It would be great if I can build a brand and become somewhat of an influencer for my industry. I have been doing this now for a number of years and there seems to be no one really identifiable with my industry. I do enjoy Instagram and have learned that the power of images can boost your profile and your business.
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