What Is an MES?

A Manufacturing Execution System (MES) is a software platform designed to manage, monitor, and optimize production processes on the shop floor. It connects machines, operators, materials, and schedules to give real-time visibility and control over manufacturing operations. An MES bridges the gap between enterprise-level systems like ERP (Enterprise Resource Planning) and the physical equipment and workforce performing the work on the plant floor.  BirdDog Enterprise and an MES allow you to bridge everything from parts and production to selling directly online.

MES tracks everything that happens in real-time—from raw materials entering the plant to finished products leaving the production line. It captures detailed data on equipment status, work-in-progress (WIP), labor, quality, downtime, and more. This data is then used to drive decisions, improve processes, and ensure that production goals are being met.

At its core, MES provides a digital thread throughout the production process. It ensures that manufacturing operations are carried out efficiently, consistently, and in compliance with internal standards and external regulations.

Why Is MES Important?

Modern manufacturing demands speed, precision, and adaptability. MES is crucial in helping manufacturers stay competitive in an increasingly digital, fast-paced global economy. Here's why MES matters:

1. Real-Time Visibility/Tracking Production: MES gives you instant insight into every aspect of your production floor. You can see which machines are running, which jobs are in process, and where delays are occurring—all in real time. BirdDog Enterprise allows you to track the inventory of raw materials and finished goods.

2. Improved Efficiency/ Managing Work Orders/Production: By identifying bottlenecks, minimizing downtime, and optimizing resource utilization, MES helps manufacturers get more output from the same input. Manage work orders and production schedules.

3. Quality Control: MES tracks production data down to the individual part or batch level. This traceability helps reduce defects, ensures compliance with industry regulations, and simplifies audits and recalls.

4. Reduced Waste and Rework: With live feedback and accurate tracking, MES systems help operators catch errors early and prevent waste before it happens.

5. Better Decision-Making: Managers can make more informed decisions with detailed, real-time data at their fingertips. This leads to faster response times, more accurate forecasting, and better overall business performance.

6. Integration Across Systems: MES doesn’t work in isolation—it integrates with ERP, supply chain systems, quality management systems (QMS), and industrial automation. This enables seamless communication between business goals and shop floor realities.

7. Support for Continuous Improvement: MES provides the data backbone for Lean, Six Sigma, and other continuous improvement initiatives. By measuring KPIs like OEE (Overall Equipment Effectiveness), cycle times, and first-pass yield, you can identify areas for improvement and track progress over time.

How Does MES Work?

MES operates as a real-time layer between business systems and the factory floor. It gathers data from machines, sensors, and human operators, and then uses it to orchestrate and optimize production.

Here's how MES typically works in a manufacturing environment:

1. Data Collection: MES collects information from various sources, including PLCs (programmable logic controllers), SCADA systems, barcode scanners, RFID, and manual input by operators. This includes data about equipment status, material movement, product specifications, labor activity, etc. BirdDog Enterprise works with scanners to keep track of inventory. The data collected is used to update the production status, trigger alerts or maintenance, and to provide dashboards and reports for decision makers in BirdDog Enterprise.

2. Process Execution and Control: MES guides and controls the execution of manufacturing processes. It ensures the right materials, tools, instructions, and quality checks are in place at the right time for each operation. Work orders are tracked in real time, and deviations from standard processes can be flagged instantly. 

3. Quality Management: MES tracks quality metrics throughout the production process. It can automatically stop production if a defect is detected, prompt quality checks, or generate reports for quality assurance.

4. Traceability and Genealogy: MES records detailed information about each unit or batch produced, such as materials used, process parameters, personnel involved, and equipment settings. This is critical for industries with strict compliance requirements like aerospace, pharmaceuticals, and food processing.

5. Production Scheduling: Some MES platforms include advanced scheduling tools or integrate with existing scheduling systems. They help balance workloads, adjust schedules based on changing conditions, and minimize downtime caused by changeovers or material shortages.

6. Integration and Communication: MES integrates with ERP and other business systems to ensure that production aligns with customer orders, inventory availability, and delivery schedules. It can send updates upstream and downstream to synchronize the entire value chain.

7. Analytics and Reporting: MES provides dashboards and reports tailored for different roles, from operators to plant managers to executives. These tools help users monitor key performance indicators and analyze trends over time to make continuous improvements.

Who Uses MES?

MES is used by manufacturers of all sizes and across virtually every industry, from small precision machine shops to global corporations with multiple production sites. The specific roles that benefit from MES include:

Plant Managers: MES monitors overall operations, identifies inefficiencies, and ensures production goals are met on time and within budget.

Production Supervisors: MES gives supervisors the tools they need to assign tasks, manage shifts, track work orders, and respond quickly to production issues.

Quality Control Teams: With MES, quality teams can trace defects back to their source, enforce process compliance, and maintain detailed audit trails.

Operators and Line Workers: MES guides operators through standardized work instructions, checks for material availability, and prompts inspections—all through user-friendly interfaces.

IT and Engineering Teams: MES must be configured, maintained, and integrated with other systems. IT and engineering professionals ensure that the software aligns with production equipment, networks, and business goals.

Executives and Business Leaders: At the strategic level, MES supports data-driven decisions about investments, resource allocation, and long-term planning.

Industries That Commonly Use MES:

• Automotive and Aerospace
• Food and Beverage
• Pharmaceuticals and Life Sciences
• Electronics and High-Tech
• Industrial Equipment and Machinery
• Consumer Packaged Goods

Even industries with low-volume or highly customized production models benefit from MES, as it improves visibility and standardizes processes, no matter the complexity.

Ready to Explore MES with BirdDog Enterprise?

Whether you're just starting to digitize your operations or looking to upgrade an outdated system, implementing a Manufacturing Execution System is an important step toward modern manufacturing. MES delivers tangible ROI by increasing efficiency, improving quality, and giving your team the real-time information to stay competitive.  BirdDog Enterprise can help you connect your ERP to your MES for maximum efficiency.

What Happened to My Website Traffic?

If you rely on your website for sales, leads, or customer engagement, Google's AI Mode and AI Overviews are changing the search landscape. AI has been providing information to users without the need to click through to your website. And while it may benefit users looking for quick answers, it comes at a cost to businesses: lower organic website traffic.

For business owners, marketers, and SEO professionals, this means rethinking your approach to content, branding, and discoverability. AI Mode itself is currently ad-free, but it's impacting visibility for websites, particularly when it comes to non-branded or general informational queries.  AI overviews provide snippets of information and offer a few links to relevant source websites or ones that match the query, while still displaying ads based on the query.

The Shift Away from Traditional Clicks

Google's AI Overviews aggregate information from various sources and present it directly on the search page. While this creates a quick user experience, it also reduces the need to click through to websites that originally produced the content. This change is already affecting click-through rates (CTR).

According to Google's own AI Overview, "Several studies indicate that Google's AI Overviews have negatively impacted CTR for websites, particularly for non-branded and informational queries."

So what can you do about it?

Build a Brand People Search For

To survive this shift, you need to become a brand that people search for by name. That means investing in high-quality branded content that builds trust and positions you as an authority in your space. Think less about chasing generic keywords like "best HVAC system" and more about generating branded search traffic like "Anderson Heating reviews" or "Anderson Heating Systems."

Here’s an example: a search for "Consumer Reports review on Toyota Rav4" is a branded, high-intent query. It demonstrates how strong branding can help circumvent AI Overviews by focusing on what Google still considers valuable: unique, trustworthy sources.

Focus on Content That Serves the Reader

Google's algorithm updates over the years have steadily leaned toward rewarding helpful, user-centric content. With AI Mode, that evolution is accelerating. Businesses should stop writing content solely for search engines and instead prioritize genuine value to users.

What does this look like?

• Industry-specific how-to guides
• Troubleshooting tips from real customer service experiences
• In-depth explainer videos
• Behind-the-scenes product walkthroughs
• Case studies or real-world usage examples

People engage with content that feels real, trustworthy, and helpful. It’s time to bring back authenticity to your digital strategy.

SEO Still Works — But It’s Evolving

Despite the changes, SEO is far from dead. In fact, it's arguably more important than ever. But the kind of SEO that works is evolving.

If you're positioning yourself as a helpful, authoritative solution provider in your niche, you still have every opportunity to rank and earn traffic—even with AI results on the page.

Here are concrete steps to ensure your SEO strategy remains effective:

• Use keyword tools like SEMrush, Ahrefs, or Google Search Console to monitor performance
• Regularly review how AI Overviews present your site and adjust content accordingly
• Audit every product or service page—do they contain all necessary details to convert real people?
• Upgrade low-quality images or videos to high-resolution, informative media
• Ask your customer service team for FAQs and ensure these are answered in your online content
• Refresh outdated blogs or articles using AI or writing tools to enhance quality
• Turn real customer questions into useful, search-optimized blog posts or videos
• Consider an affiliate program if your products are being sold directly to consumers

Average SEO Spend by Industry

SEO remains one of the most cost-effective ways to attract and convert customers, even in the face of the rise of AI. According to a 2024 SEMPO report:

• Legal services often spend $5,000 - $10,000/month on SEO
• E-commerce companies invest $3,000 - $6,000/month
• Local service businesses like HVAC or roofing spend $1,000 - $3,000/month
• B2B SaaS firms spend anywhere from $4,000 to $20,000/month, depending on competition

These figures underscore the competitive value of high-quality SEO. Even if your business is small, a consistent investment in SEO can yield long-term benefits, including higher brand recognition, increased visibility in AI-generated results, and customer loyalty.

How AI Enhances (Not Replaces) SEO

AI can be a threat, but it's also a powerful tool in your arsenal. Smart marketers are using AI to:

• Audit site content for keyword gaps
• Generate outlines and drafts for new blog posts
• Rewrite outdated or thin content
• Improve grammar, tone, and readability
• Personalize content for different audience segments

By using AI to augment your human creativity and subject matter expertise, you can scale your content creation without sacrificing quality.

The Cost of Losing Organic Traffic

The cost of SEO is low compared to the cost of relying entirely on paid traffic. With Google Ads' Performance Max and similar AI-powered ad campaigns, CPCs have risen sharply. In 2025, the average cost-per-click across industries is:

• Legal: $8.67
• Insurance: $9.50
• E-commerce: $2.50
• Home services: $6.10

Even a modest SEO strategy that saves you from buying 500 clicks per month could save your business thousands annually.

Don’t Depend on Just One Channel

With the rise of AI and changes to search engine behavior, it’s important not to depend solely on one marketing channel. Diversify your strategy:

• Build email lists so you can communicate directly with customers
• Invest in social media content and community engagement
• Use paid ads strategically—not as a crutch
• Host webinars, live events, or virtual product launches to create direct engagement
• Focus on brand-building campaigns that boost direct and branded search traffic

Adapt or Fade

With tariffs, inflation, and softening consumer spending in 2025, every marketing dollar has to work harder. Google's AI Mode has added another layer of complexity to an already challenging environment. Companies that cling to outdated SEO practices or ignore the impact of AI will struggle.

But those who adapt—who create content that is helpful, branded, multimedia-rich, and human-first—will not only survive, but thrive.

If you’d like help with a modern SEO strategy, paid ads, or other marketing initiatives, reach out to us at sales@birddogsw.com for a free consultation.

In a world where manufacturers are expected to be both producers and promoters, marketing is no longer optional — it’s essential. The landscape in 2025 is digital, data-driven, and competitive. Whether you sell industrial equipment, custom parts, or manufacturing services, your buyers are researching online long before they reach out. That means your brand’s visibility, reputation, and content must be sharp and strategic. In this guide, we’ll walk through 7 proven marketing strategies modern manufacturers use to grow leads, build trust, and stand out in today’s crowded market.

1. LinkedIn Marketing:

LinkedIn remains the go-to platform for B2B marketing in 2025, with over 950 million users worldwide and a particularly strong presence among executives, engineers, procurement managers, and decision-makers in manufacturing. Unlike other social platforms, LinkedIn is built for professional networking, making it ideal for manufacturers to showcase thought leadership, technical expertise, and real-world applications of their products or services. Posting regularly — whether it's blog content, behind-the-scenes videos, or customer success stories — helps build credibility and stay top-of-mind with potential buyers.

In addition to organic content, LinkedIn’s ad platform offers advanced targeting based on job title, industry, company size, and even group membership, allowing manufacturers to reach niche audiences with laser precision. Joining and participating in LinkedIn groups related to manufacturing, industrial automation, or specific verticals (like aerospace or packaging) can further boost visibility. Done well, LinkedIn isn’t just a marketing tool — it becomes a relationship-building engine that generates qualified leads and opens doors to valuable partnerships.

2. Email Marketing:

Email remains one of the highest ROI marketing channels in 2025, especially for manufacturers with long sales cycles and relationship-driven deals. A well-maintained and properly segmented email list allows you to speak directly to interested audiences — whether you're promoting a new blog post, announcing a product launch, sharing a case study, or running a limited-time promotion. Unlike social media algorithms, email puts your message directly into your contact's inbox, making it one of the most reliable ways to stay connected.

Modern email platforms like Mailchimp, Constant Contact, and ActiveCampaign make it easy to manage campaigns, automate follow-ups, and personalize messages based on customer behavior or industry. For manufacturers, email is particularly effective for nurturing leads gathered from trade shows, webinars, or gated content like whitepapers. When used consistently and strategically, email marketing can help move prospects through the sales funnel while reinforcing your brand's expertise and value proposition.

3. Social Media Marketing (YouTube, Instagram, Facebook & More):

Besides LinkedIn, choose other platforms based on your audience. Facebook and Instagram can effectively reach older and mid-career professionals (ages 30-55). TikTok is rapidly growing among younger buyers, but if you're selling industrial machines, it might not be the right platform. YouTube is a fantastic way for manufacturers to reach potential customers. Understand where your audience hangs out. When posting on social media accounts, it is important to understand their users and how you can relate to them. In addition, knowing where to advertise and when can help you grow customers and affiliates, if you have an affiliate program.

Paid Ads on Google, Bing, Facebook, and TikTok (PPC - Pay Per Click Advertising)

Paid advertising has its place, but it should complement—not replace—your SEO strategy. In 2024, businesses spent over $250 billion globally on Google Ads alone. That number is expected to rise in 2025. Paid ads can drive immediate traffic, while SEO builds long-term authority. For manufacturers, Google Ads (especially search ads and shopping ads) and LinkedIn ads tend to deliver the best return on investment (ROI) for B2B outreach. Facebook and Instagram can be useful if you sell direct-to-consumer (D2C) or want to build brand awareness. TikTok has emerged as a major advertising platform, particularly for reaching younger audiences; however, manufacturing companies will likely find greater success focusing on platforms with higher buying intent, like Google and LinkedIn. Smart use of paid ads is targeted, measured, and aligned with your overall marketing strategy.

YouTube Channel

Yes, video marketing is increasingly important. YouTube is the second-largest search engine in the world after Google, with over 2 billion logged-in monthly users. For manufacturers, a YouTube channel offers a chance to showcase products, demonstrate how they work, share customer testimonials, and educate buyers. Short "how-to" videos, product walkthroughs, and case studies can perform especially well. Video also boosts SEO—Google often favors pages with embedded videos in search rankings. YouTube videos can be repurposed on your website, LinkedIn, email campaigns, and even trade show presentations. You don't need Hollywood-level production values. Clear audio, good lighting, and valuable content are what matter most. Investing in a YouTube channel helps humanize your brand, increase time spent on site, and reach customers who prefer video over reading.

4. Online Reviews and Reputation Management:

In the B2B manufacturing space, trust is everything — and that’s why reviews and referrals play an important role. Potential buyers often research vendors extensively before making contact, and seeing strong testimonials from real customers can be the deciding factor. Actively asking for reviews after a successful project or delivery shows confidence in your work and gives satisfied clients a chance to advocate for your brand. Displaying those testimonials prominently on your website and sales materials can reinforce credibility and shorten the buying cycle.

Beyond your own site, building your presence on third-party platforms like LinkedIn, G2, TrustRadius, and industry-specific directories is essential. These sites are often where procurement professionals and engineers look when comparing vendors. Make sure your business profile is complete and up to date, and respond professionally to both positive and negative feedback. Managing your online reputation with consistency not only improves visibility in search results, but it also builds long-term trust with your target audience.

5. Content Marketing & SEO:

Beyond blogging, invest in whitepapers, ebooks, webinars, and case studies. These long-form pieces position you as an industry expert and can be gated behind lead forms to grow your email list. Make sure you always do keyword research first to write blogs that people are looking for.

Keyword Research

Keyword research is the foundation of effective SEO. It tells you what potential customers are searching for and helps you align your website content with their needs. You can learn more about keywords using free and paid tools. Google Keyword Planner is a free option inside Google Ads, which is great for beginners. More powerful paid tools like Ahrefs, SEMrush, and Ubersuggest offer deeper insights, including keyword difficulty, search volume, and competitor keyword strategies. Look for long-tail keywords—specific phrases that reflect high buying intent (e.g., "buy stainless steel bearings USA" rather than just "bearings"). Also, use "People Also Ask" boxes in Google search results to discover real questions customers are asking. Understanding keyword trends, gaps, and opportunities will help you create content that actually drives business results.

SEO in 2025

Despite the rapid technological changes, Search Engine Optimization remains one of the most valuable long-term investments for manufacturers in 2025. Search engines like Google still drive the majority of website traffic for businesses, accounting for over 50% of tracked web traffic globally. Organic search allows you to attract customers who are actively searching for your products or services. Especially in B2B manufacturing, where purchases are high-value and involve research phases, showing up in search results builds credibility. While AI-driven tools and voice search are evolving how people find information, ranking high on search engine results pages (SERPs) is still critical. SEO isn't just about keywords anymore; it's about creating high-quality, helpful content that answers customer questions, optimizing technical aspects of your site, and building a solid online reputation. For manufacturers, an investment in SEO isn't optional if you want to stay competitive—it's essential.

It's More Than Just Keywords

In 2025, SEO is still a pillar of digital success for manufacturers. But it's not just about keywords anymore—it's about understanding your audience, creating valuable content, optimizing across multiple platforms, and embracing new technologies like AI. By combining organic SEO, smart paid advertising, content marketing, video, and social media outreach, manufacturers can create a powerful engine for B2B or D2C growth. Staying ahead requires effort, but the rewards—higher visibility, stronger brand authority, and increased sales—are well worth it.

AI Search

AI is reshaping the landscape of SEO, but it doesn't make SEO obsolete—it makes it smarter. Search engines like Google increasingly use AI to understand search intent, context, and user behavior. Google's algorithm, powered by machine learning models like RankBrain and BERT, no longer looks for keyword matches. Instead, it tries to understand the meaning behind a search. For manufacturers, this means you can't just stuff keywords onto a page and expect to rank. You must create content that genuinely addresses customer needs, questions, and pain points. AI also powers chatbots, voice search, and predictive text, changing the types of queries customers use. Optimizing for conversational and question-based queries (like "best hydraulic pumps for cold weather" or "how to choose a CNC machine") is more important than ever.  In many cases, having been ranked organically in Google also means you are showing up in AI searches now!  Every company should strive to be the "expert source" that search engines turn to for advice.

Blogging

Blogs are a powerful tool for manufacturers to grow both brand awareness and sales. Regular blogging helps your site stay fresh, target a wide range of keywords, and build authority in your industry. Every blog post is a new opportunity to rank in Google for a specific keyword or topic. For example, if you manufacture industrial pumps, you could write blogs like "How to Choose the Right Pump for Chemical Processing" or "Maintenance Tips for Extending Pump Life." Blogs also give you valuable content to share on LinkedIn, email newsletters, and other social channels. In B2B industries, where purchase decisions are research-driven, providing educational and problem-solving blog content builds trust and positions your brand as an expert. Companies that blog get 55% more website visitors and 67% more leads than companies that don't. Bottom line: consistent blogging is a major competitive advantage.

6. Trade Show Integration:

Trade shows remain a key part of many manufacturers’ sales strategies, offering face-to-face opportunities to build relationships, showcase products, and generate leads. But in 2025, simply showing up with a booth isn’t enough. You need to integrate your trade show investment with your digital marketing strategy to get the most value. That starts with promoting your presence ahead of time — using SEO-optimized landing pages that include event details, booth numbers, and what attendees can expect when they visit you.

You can also run LinkedIn ads or sponsored posts targeting event attendees or relevant job titles in the weeks leading up to the show. This increases awareness and drives booth traffic from a qualified audience. After the event, keep the momentum going with a follow-up email campaign that shares highlights, downloadable resources, or a thank-you offer. Combining in-person and digital efforts ensures you reach more people, collect better leads, and stay top-of-mind long after the show ends.

7. Analytics and Optimization:

Finally, tracking your marketing performance is essential to long-term success. Tools like Google Analytics 4 (GA4), Google Search Console, LinkedIn Analytics, and ad platform dashboards give you valuable insights into how users find and interact with your content. These tools can help you identify which pages attract the most traffic, where visitors drop off, and which channels deliver the highest-quality leads. Without this data, you’re flying blind — and potentially wasting time or money on tactics that don’t perform.

Once you’ve gathered the data, use it to refine your strategy continuously. Test new calls-to-action or landing pages if your LinkedIn campaigns generate strong engagement but few conversions. If a blog post drives a lot of traffic, consider expanding it into a downloadable guide to capture emails. Optimization isn’t a one-time task — it’s an ongoing measuring, learning, and improving process. Manufacturers who take a data-driven approach gain a clear edge in a competitive market.

Digital Marketing Services

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Contact us for a quote for Search Engine Optimization services. Improve your rank and sales through content!

D2C Ecommerce and Marketing

If you are a manufacturer selling your products directly to consumers, you’ve already realized that it’s very different from B2B sales. Instead of selling in bulk to a retailer or distributor, you must cater to consumers with different expectations, shopping behaviors, and support needs. Selling direct-to-consumer (D2C) can be a game changer, allowing you to increase margins, build brand loyalty, and gain valuable insights into customer preferences. However, it also comes with challenges, including logistics, customer service, and potential conflicts with resellers. This article explores why manufacturers should consider D2C sales, the latest trends in the space, and how to implement a D2C strategy while managing existing reseller relationships successfully.

Why Should You Sell Directly to Consumers?

Selling directly to consumers offers several advantages for manufacturers. One of the most significant benefits is increased revenue. By cutting out the middleman, manufacturers can capture the full retail margin instead of sharing profits with wholesalers or retailers. This allows for better control over pricing and promotions.

Another key advantage is lower costs. Selling through traditional retail channels often includes additional fees, distribution costs, and markup percentages. D2C selling enables manufacturers to streamline their operations and reduce these expenses.

Additionally, going direct to consumers opens up a larger market. You can sell to anyone online rather than being limited to retailers that choose to carry your products. This expands your potential customer base and provides opportunities for international sales. With the right marketing strategy, you can build a loyal customer following and increase brand recognition significantly.

Trends in D2C

The direct-to-consumer market has seen significant growth in recent years. According to industry reports, D2C eCommerce sales in the U.S. reached over $150 billion in 2023 and are expected to grow steadily. One major trend is the shift toward personalized shopping experiences. Consumers expect more than a simple transaction—they want curated recommendations, interactive content, and seamless omnichannel experiences.

Another trend is the increasing role of social commerce. Many brands leverage platforms like Instagram, TikTok, and Facebook to drive sales directly through social media. These platforms offer integrated shopping features, allowing consumers to purchase without leaving the app.

Subscription models have also gained traction. Manufacturers can create a recurring revenue stream and build long-term customer relationships by offering subscriptions. This approach is efficient for consumable products like skincare, supplements, and specialty foods.

How to Manage Reseller Relationships

One challenge manufacturers face when selling directly is managing relationships with existing resellers. Retailers and distributors may feel threatened by your D2C efforts, fearing lost sales or price competition. To navigate this, some manufacturers implement policies to balance their direct and reseller channels.

One common approach is Minimum Advertised Price (MAP) policies. MAP policies set a minimum price at which resellers can advertise your products, preventing undercutting and preserving brand value. This helps ensure that direct sales do not erode reseller relationships while allowing you to compete effectively.

Manufacturers may also create exclusive product lines for resellers to differentiate offerings. By segmenting products, you can provide value to resellers and direct customers without competition. Transparency is key—keeping communication open with resellers and reassuring them about your strategy can help maintain positive relationships.

How to Get Started Selling Directly to Consumers

Setting up a successful D2C operation requires careful planning and execution. The first step is building a well-structured eCommerce website. Your site should be integrated with your Enterprise Resource Planning (ERP) system to manage inventory efficiently, pricing, and order fulfillment.

Your website should also be easy to navigate, with clear product categories, high-quality images, and detailed product descriptions that are consumer-friendly rather than manufacturer-oriented. Consumers expect a seamless shopping experience, so investing in User Experience (UX) design is essential.

Integrating customer service into your platform is another important step. A system where internal reps can assist customers via chat, email, or phone can improve satisfaction and boost conversions. Additionally, a Product Information Management (PIM) system can enhance product details and ensure consistency across all channels.

BirdDog Tip: BirdDog's D2C Ecommerce platform provides manufacturers with a D2C website that is fully integrated with your ERP.  We also have connectors for a wide variety of ecommerce platforms.

3rd Party Opportunities

While selling through your website is where many manufacturers start, leveraging third-party platforms can help you scale faster. Marketplaces like Amazon provide access to millions of customers. Integrating your ERP system with these platforms allows you to automate inventory updates, streamline order processing, and minimize errors.

Using product feeds based on your ERP also ensures that your listings are up to date with accurate pricing, descriptions, and availability. This enhances efficiency and helps maintain a strong brand presence across multiple sales channels.

BirdDog Tip: BirdDog provides connectors and feeds to help you grow your online presence.

Search Engine Optimization (SEO)

SEO remains one of the most effective ways to drive traffic to your D2C website. Studies show that organic search still accounts for significant ecommerce traffic. A well-optimized website can attract more visitors without relying heavily on paid advertising.

A PIM system can help create rich product information, improving SEO rankings. Ensuring that each product page is optimized with relevant keywords, high-quality images, and detailed descriptions can significantly boost search visibility. Optimizing for long-tail keywords that match customer search intent can lead to higher conversion rates.

Beyond product pages, maintaining a blog with helpful content can improve SEO performance. Articles, buying guides, and how-to content help attract potential customers and establish your brand as an authority in your industry.

BirdDog Tip: BirdDog can help you with your SEO strategy to help you build organic (free) traffic to your website.

Pay Per Click (PPC) Ads

While SEO is essential, pay-per-click (PPC) advertising can immediately boost sales. Google Ads, Bing Ads, and social media campaigns can target specific audiences and drive traffic to your store.

Ad budgets vary based on product type, competition, and target audience. With Google now displaying more ads above the fold, increasing ad spend may be necessary to remain visible. Retargeting ads can also help recapture visitors who previously browsed your site but didn’t purchase.

Trends show that video and shopping ads are becoming more effective, especially on platforms like YouTube and Instagram. Testing different ad formats and optimizing based on performance metrics can maximize return on investment.

BirdDog Tip: BirdDog can help you with your PPC strategy so that your ad budget is used appropriately. We can also help you find the right channels for your ads based on your product.

D2C Ecommerce Increases Profit

Transitioning to a direct-to-consumer model offers immense benefits, from higher profit margins to stronger customer relationships. However, it requires a strategic approach to website design, reseller management, third-party integrations, SEO, and advertising. By leveraging the right tools, such as ERP and PIM systems, and staying informed on industry trends, manufacturers can build a successful D2C presence while maintaining healthy reseller relationships. Now is the time for manufacturers to embrace this shift and take control of their brand’s future.

 

The Initial Shopping Experience

Put yourself in the consumer's shoes. Imagine you’re shopping for a new light fixture for your bedroom. You’ve just finished painting the entire room and want a really stylish fixture to elevate the space. The outdated standard issue flush-mount ceiling light isn’t cutting it anymore, so you turn to the internet to find the perfect upgrade.

You have a clear vision: a brushed nickel finish to match your lamps, a shade that isn’t clear glass to minimize the need to dust and a semi-flush mount. You’ve narrowed your preferences to milk glass, opal, or frosted glass—something modern but not ultra-modern. The style you’re drawn to is called "transitional."

Now, how do you efficiently sift through the thousands of options available to find exactly what you want?

If this sounds overly specific, think again. These types of detailed searches are made by shoppers who are ready to buy. Unlike casual browsers, these buyers aren’t just "kicking the tires"—they have cash in hand and are looking to make a purchase immediately.

The Search Process

A buyer like this might enter a search query such as:
"Transitional semi-flush bedroom lighting fixture with milk, frosted, or opal glass."

They may refine their search further with additional parameters:

• “With 3 light bulbs”
• “Under $150”
• “Brushed nickel”

The Frustration of Poor Product Data

Now the shopper is scrolling through page after page of search results, frustrated because many of the listings:

• Aren’t in brushed nickel
• Don’t have frosted, milk, or opal glass
• Have the wrong number of light bulbs
• Are the wrong type of fixture

In other words, they aren’t finding what they want quickly.  Consumers don't have countless hours of free time; they want what they have searched for.

Now, Imagine You’re the Seller

You sell light fixtures and want to sell directly to consumers. The type of buyer searching with such specificity is a high-conversion customer. Not only are they likely to purchase, but they may also:

• Become repeat customers
• Recommend your products to friends or family
• Buy more than they initially planned once they discover matching pendant lights, chandeliers, vanity fixtures, and more

So, how do you ensure your products appear in front of these highly motivated buyers?

Enter Product Information Management (PIM)

Your ERP (Enterprise Resource Planning) system is excellent for managing inventory, pricing, and SKUs but lacks the robust, detailed product information that modern e-commerce relies on.

Attributes drive online shopping—the more detailed and accurate your product attributes, the easier customers find your products. The more attributes you define, the more sales you generate. It’s that simple.

How a PIM Enhances Your Product Data

A standard ERP might store:

• SKU
• Price
• Manufacturer style description
• One basic product photo

A PIM system, like BirdDog PIM, integrates with your ERP and expands product attributes to create rich, searchable listings that help buyers find exactly what they want.

Example of Expanded PIM Data

Here’s how your light fixture listing could look with PIM-enhanced attributes:

• Additional Photos: Multiple angles, room setting images, and dimensional views
• Video: Installation guide or product demonstration
• Finishes: Black, Brushed Nickel, Bronze, Chrome
• Glass Types: Seeded, Milk, Opal, Frosted, Clear, Ribbed
• Fixture Type: Semi-Flush
• Number of Bulbs: 3
• Collection Name: Saturn Collection
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How PIM Helps You Rank in Search Results

Now that you've invested in PIM, when a buyer searches for a “transitional semi-flush bedroom lighting fixture with milk, frosted, or opal glass,” your product appears at or near the top of the search results because it perfectly matches their criteria.

Once the buyer clicks, they find:

• A well-organized product page with rich images and details
• A visually appealing, easy-to-navigate layout
• A recommendation panel showcasing related products (e.g., matching chandeliers, pendant lights, vanity fixtures)

Instead of just purchasing a $150 ceiling light, the buyer adds multiple matching pieces to their order, transforming a small sale into a $650 transaction.

Expanding Your Reach: Google Ads & Amazon

Did you know that 56% of product searches begin on Amazon? If you’re selling online, Amazon is a key marketplace. A PIM system enhances your Amazon feed, ensuring your products appear in the right searches with accurate attributes.

The same applies to Google Ads. When your product data is well-structured and detailed, Google can place your ads in highly relevant searches, leading to better conversions and increased sales.

Winning with PIM

A PIM system isn’t just a tool—it’s a sales accelerator.

With BirdDog PIM, you get:

• Best practice training to optimize your product listings
• Content management services (we fill in all the details for your products)
• Seamless integrations with Amazon, Google Ads, Ecommerce platforms (BirdDog Ecommerce, Shopify, WooCommerce, BigCommerce, Magento), and the ability to integrate any data feed you need.
• BirdDog Data Link to connect your ERP, PIM, and e-commerce platforms, eliminating data silos
• Expert assistance for Google Ad Management, Amazon optimization, and other marketplace strategies

Ready to increase sales and streamline your e-commerce operations? Contact BirdDog today, and let’s get started.

 

The Value of Rich Content in Ecommerce

Rich content will continue to be a cornerstone of successful e-commerce strategies in 2025. Consumers expect more than just a product listing; they demand an engaging and informative experience that mimics the tangibility of in-store shopping. Rich content—such as high-quality images, videos, detailed product descriptions, and customer reviews—helps bridge the gap between physical and online retail. These features make products more appealing and reduce uncertainty, leading to higher conversion rates and fewer returns.

One powerful tool for managing rich content is a Product Information Management (PIM) system. PIM centralizes and streamlines product data creation, organization, and distribution across all sales channels. Using PIM, businesses can ensure consistency in their messaging and quickly scale their operations as they add new products or enter new markets. For example, a clothing retailer could use PIM to manage various attributes like size charts, fabric details, and usage instructions, ensuring customers always have accurate and up-to-date information.

Another essential component is user-generated content (UGC), such as reviews, ratings, and customer photos. Encouraging and leveraging UGC builds trust and creates a sense of community, giving potential buyers the social proof they need to purchase. Combined with PIM, businesses can manage this rich array of content effectively, ensuring it enhances the shopping experience and drives growth.

AI for Ecommerce in 2025

Artificial intelligence (AI) is transforming ecommerce in unprecedented ways. In 2025, companies are leveraging AI to personalize shopping experiences, optimize pricing strategies, and streamline customer support. AI tools can analyze massive amounts of data in real-time to predict consumer behavior, enabling businesses to tailor their marketing efforts to individual preferences. For instance, AI-driven recommendation engines suggest products based on a customer’s browsing history and purchase patterns, boosting cross-sells and upsells.

Dynamic pricing is another area where AI shines. Algorithms can monitor market trends, competitor pricing, and inventory levels to adjust prices dynamically, ensuring businesses remain competitive while maximizing profitability. AI also enhances customer service through chatbots and virtual assistants, providing instant, 24/7 support for everyday inquiries, order tracking, and product advice.

Visual search, powered by AI, is another game-changer. Shoppers can upload images to find similar products, reducing friction in the buying process. Additionally, AI-driven analytics help businesses identify emerging trends and customer pain points, allowing them to refine their offerings and stay ahead in a competitive market.

Integration in 2025

As ecommerce becomes increasingly complex, integration has become a critical factor for success in 2025. Integration involves connecting various systems—such as ecommerce platforms, ERP software, CRM tools, and marketing automation—to create a seamless flow of information. By avoiding data silos, businesses ensure that all departments operate with accurate, up-to-date information, improving decision-making and operational efficiency.

For example, integrating an ecommerce platform with an ERP system ensures that inventory levels, order statuses, and financial data are synchronized in real time. This reduces errors, speeds up order processing, and enhances the customer experience. Similarly, integrating a CRM system allows businesses to capture customer interactions across all touchpoints, enabling personalized marketing and better customer service.

The benefits of integration are many. Businesses gain a unified view of their operations, leading to more informed decisions. Automation reduces manual work, saving time and minimizing errors. Integration also facilitates scalability, allowing businesses to add new tools and channels without disrupting existing workflows. In an era where speed and accuracy are paramount, integration gives businesses a competitive edge.

How Can Companies Prioritize Integrations?

Integration is more than connecting systems; it’s about creating a cohesive ecosystem that supports business goals. Companies should start by understanding integration, linking various software and systems to ensure seamless communication and data sharing. The “why” is equally important: integration reduces inefficiencies, improves customer experiences, and provides actionable insights.

To prioritize integrations, businesses should evaluate their pain points and operational bottlenecks. For many, the initial focus should be on core systems like ecommerce platforms and ERP software, as these impact critical areas such as inventory management, order processing, and financial reporting. Next, consider adding integrations for CRM systems to enhance customer engagement and marketing automation tools to streamline outreach efforts.

Accomplishing integration requires careful planning and the right technology. Cloud-based integration platforms and middleware solutions can simplify the process, allowing businesses to connect systems without extensive custom development. Working with experienced integration partners or consultants can also help ensure a smooth implementation.

Ecommerce in 2025 is defined by its emphasis on rich content, AI-driven personalization, and the strategic use of integration. By embracing these trends and prioritizing seamless connections between systems, businesses can position themselves for sustained growth and success in an increasingly competitive landscape.

BirdDog Software has been integrating systems since 2001.  Contact us today.  We can help your company connect data with BirdDog DataLink or one of our many connectors.

 

Ecommerce has experienced exponential growth in recent years, reshaping the retail landscape in the USA and worldwide. In the United States, the ecommerce market has been on a steady incline, driven by factors like convenience, a wide product selection, and competitive pricing. Globally, the growth is even more remarkable, with emerging markets catching up swiftly. The COVID-19 pandemic accelerated this trend, pushing more consumers online and forcing businesses to adapt to the digital realm.

How Technology Is Changing the Landscape of Ecommerce

Technology plays a pivotal role in shaping the ecommerce landscape. From mobile shopping apps and responsive websites to augmented reality shopping experiences, tech innovations are enhancing the online shopping journey. Advancements like chatbots, virtual try-ons, and voice-activated shopping improve user experiences, increase conversions, and keep customers engaged. Moreover, the growth of mobile commerce, with the widespread use of smartphones and mobile payment options, is changing how consumers shop and pay for products and services.

AI in Ecommerce

Artificial Intelligence (AI) is a game-changer in the world of ecommerce. It enables personalized product recommendations, chatbots for instant customer support, predictive analytics for inventory management, and even virtual shopping assistants. AI algorithms analyze vast amounts of data to understand customer behavior, helping businesses tailor their marketing efforts and improve customer satisfaction.

Automation and Ecommerce

Automation is another critical factor driving ecommerce growth. Businesses are automating various aspects of their operations, from inventory management and order processing to email marketing and customer segmentation. Automation saves time, reduces errors, and allows ecommerce businesses to scale efficiently. Moreover, automation can improve customer service by providing quick responses and seamless order tracking.

How Integrations Can Save Money and Time

Efficiency is paramount in the ecommerce world, and integrations are the key to achieving it. Integrating various software solutions, such as inventory management, payment gateways, and shipping carriers, streamlines operations. It reduces manual data entry, minimizes errors, and saves both time and money. These integrations help businesses focus on what they do best – providing excellent products and services to customers – rather than getting bogged down by administrative tasks.

How Putting the Customer First Will Help Businesses Succeed

In a rapidly evolving ecommerce landscape, putting the customer first remains the golden rule. Exceptional customer experiences, personalized interactions, and responsive customer support are all crucial for building trust and loyalty. Businesses prioritizing customer satisfaction retain existing customers and attract new customers through positive word-of-mouth. Ecommerce growth is intricately linked to understanding and catering to the evolving needs and preferences of the customer.

To solve all of these challenges, Birddog Software supports multiple platforms and provides a variety of integrations.

Shopify

Shopify is a very competitive ecommerce option, and the monthly cost is a fraction of that of other ecommerce platforms. Shopify's platform is simple and easy for most people to use. However, without formal knowledge of Shopify's template language, Liquid, users may be unable to customize their store to their preferences. Shopify is a good fit for smaller businesses that need a simple online store.

Magento

Magento takes the opposite approach. Magento is open source, allowing its users to tailor their store to their requirements. When it comes to ecommerce platforms, Magento supports plenty of bells and whistles. However, these features are at the cost of complexity. Magento sites need constant maintenance to perform at their peak. Professional assistance is required to set up a Magento store. These expenses will run up the bill for a smaller company. Magento is recommended for larger companies whose needs cannot be met by an ecommerce platform such as Shopify.

WooCommerce

WooCommerce fits between Magento and Shopify. Running open-source, WooCommerce is heavily customizable. To use WooCommerce, however, they must have in-depth knowledge of WordPress and WooCommerce. Moreover, WooCommerce is a WordPress plugin, meaning it can only run on WordPress sites. Many plugins are available for WordPress to extend its capabilities, making it more complex. WooCommerce is an excellent fit for companies that have web developers who can make database backups and provide support should something go wrong.

BirdDog Ecommerce

BirdDog Ecommerce is similar to WooCommerce, Shopify, and Magento ecommerce platforms in that it provides a storefront and shopping cart system plus a backend interface for management. However, it is much more powerful because it allows clients to configure an online store that supports various integrations. BirdDog Ecommerce supports ERP integration, an enterprise-class Product Information Management, and Content Management System, enabling your website's day-to-day operation to be managed by the marketing department, not by IT.

BirdDog Enterprise Business Software

If a B2C, B2B, or D2C has a business dream wishlist, BirdDog Enterprise ticks all the boxes. It has all of the features that a business needs to grow, and it's all in one place. 

• Ecommerce - Product Configuration, BOM, Multiple Currencies, Product Information Management, Customer Portal, Ticket Sales / Online Event Management.
• Front Office - Customer Service, CRM, Sales Manager Console, Alvara Sales Tax Connector, Route Sales, Tax Cert Manager, Order Rules (if then logic).
• Back Office - Manufacturing Console, Credit Card Processing, Invoices, Freight, PIM, Invoicing.
• Warehouse Management - Picking System, PIM, Shipping Console, Receiving Console, Purchase Order Console, Inventory Console, Shipping Interface.
• Tools - Data Scrubbing, Job Master, Key Fixer, Imports.
• Integrators - SDK, API, Sales Order Integrator, PO Integrator, Synchronization Engine, Ecommerce Punchout, Auto Cash Receipts, GL Mation.
• 3rd Party Connectors - Ecommerce Connectors, Sales Tax Connectors, EDI Connectors, ShippingEasy Connector, and Service Pro Connector.
• Accounting - General Ledger, Accounts Payable, Accounts Receivable, Billing Console.

 

Increase Sales by Providing More Data

Product information management is the key to taking your business to the next level. A solid Ecommerce Product Information Management System allows businesses to create one data source for every sales channel. The right system means providing rich content, including videos, images, manuals, product specifications, and other valuable details to your ecommerce customers or feeds to Amazon, Walmart, E-bay, or similar systems. Not only will this help real customers find and purchase your products or services, but it will also help with Search Engine Optimization.

 

What is PIM (Product Information Management)?

PIM, or Product Information Management, is a software solution designed to centralize and manage product data, enabling businesses to streamline creating, enriching, and distributing product information across various channels. By harnessing the power of PIM software, companies can ensure consistency, accuracy, and completeness of product information, resulting in enhanced customer experiences and improved operational efficiency.

Importance of PIM in Ecommerce

1. Product Data Management Centralization: Ecommerce businesses deal with a vast amount of product data, including specifications, descriptions, images, and more. Managing this data manually can be a daunting and time-consuming task. PIM software offers a centralized repository to manage and organize all product information efficiently, ensuring data integrity and reducing errors.
2. Enhancing Customer Experience: In the digital realm, where customers cannot physically touch or examine products, compelling product storytelling becomes paramount. PIM software enables businesses to create engaging and informative product descriptions, highlighting key features and benefits. By providing accurate and comprehensive information, businesses can build trust, reduce returns, and enhance the shopping experience.
3. Enabling Cross-channel Consistency: Maintaining consistent product information becomes crucial in the omnichannel era, where customers interact with brands across various touchpoints. PIM software allows businesses to seamlessly distribute product data across multiple channels, such as websites, marketplaces, social media, and mobile apps, ensuring a unified brand experience.

Adding Content for SEO and Shoppers

In addition to streamlining product data management, PIM software enables businesses to leverage content for search engine optimization (SEO) and shoppers at the same time. Here's how:

1. Improved SEO: By incorporating relevant keywords, product descriptions, and metadata, businesses can optimize their product content for search engines. PIM software facilitates the creation of SEO-friendly product descriptions, enabling companies to rank higher in search results and drive organic traffic to their ecommerce store.
2. Enhanced Shoppers' Understanding: Shoppers rely on product information to make informed purchase decisions. PIM software provides businesses with detailed and accurate product specifications, multiple images, videos, and customer reviews. Such comprehensive information empowers shoppers to evaluate products effectively and find the exact items they want, increasing customer satisfaction and reducing returns.

Best Practices When Using PIM Software

It is essential to follow best practices to maximize the benefits of PIM software.

1. Data Governance: Establish clear data governance policies to maintain data accuracy, consistency, and integrity. Regularly audit and update product information to ensure relevance and completeness.
2. Enriched Product Content: Leverage the capabilities of PIM software to create rich and compelling product content. Use high-quality images, videos, and interactive elements to engage shoppers and effectively convey product features.
3. Customization and Personalization: Tailor product information based on target audience segments. Consider different languages, regions, and demographics to provide localized and personalized customer experiences.
4. Integration with Other Systems: Integrate PIM software with other business systems, such as ERP, CRM, and ecommerce platforms, to streamline data flow and ensure consistency across all touchpoints.
5. Continuous Improvement: Regularly analyze customer feedback, data analytics, and market trends to refine and optimize product content. Embrace a culture of continuous improvement to stay ahead of the competition.

PIM and ERP Make Your Data Complete

Whether they engage in ecommerce or sell their products through distributors, manufacturers greatly benefit from integrating product information management (PIM) systems with their enterprise resource planning (ERP) software. As mentioned, a PIM system is a centralized repository for all product-related data, including specifications, descriptions, images, and pricing information. By combining this comprehensive product data management capability with the operational functionalities of an ERP system, manufacturers can streamline their processes and enhance their business growth. For e-commerce operations, a PIM system integrated with ERP, ensures accurate and up-to-date product information across multiple sales channels, improving customer experience and increasing conversions. Similarly, manufacturers selling through distributors can benefit from PIM-ERP integration by ensuring consistent and accurate product data across the entire distribution network. This results in improved efficiency, reduced errors, and better collaboration. Ultimately, manufacturers can effectively manage their product information, enhance their operations, and drive business growth in today's competitive market by utilizing a PIM system alongside their ERP.

Master the Art of Product Storytelling with the Best PIM Software

In the ever-evolving ecommerce landscape, the art of product storytelling plays a vital role in capturing the attention of potential customers. With the help of robust PIM software solutions, businesses can effectively manage product data, create engaging content, and provide a seamless shopping experience across various channels. By implementing best practices in PIM software usage, businesses can elevate their Ecommerce operations, provide accurate data to distributors, stand out from the crowd, and ultimately drive growth and success.

 

We had a phenomenal time at New Orleans this last week.  We are ecstatic to have connected with many individuals, we hope that we can solve the many problems faced in the ever-changing business world.  We would also like to thank everyone for coming to the Birddog/Avalara happy hour at the House of Blues.  With free beer and good food its hard not to have a good time. Thank you for allowing us to be your company's ultimate best friend. 

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Summer is in full swing and, with that brings Independence Day. From east coast to west, red-blooded Americans are revving up their grills and buying fireworks. On this July fourth, we at BirdDog Software look forward to celebrating this time-tested American tradition. Now it's about time to light that fuse and get this party started. In the midst of all this good-natured destruction we should take time to think about how we got here. We should remember the men who fought to make a country of life and liberty. We should thank those who paved the way for our great nation to prosper. What better way to say “thanks” than blowing stuff up in our backyards? So let's crack open a cold one, throw some tea into the harbor, and party like it's 1776!