Business View Magazine l November 2022

109 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 11 “The global pandemic affected us similarly to many other companies in labor and material shortages and logistics delays in bringing in materials from different countries,” says Kyle Weyers, Director of Industrial Sales at CW Bearing. “We’re a global manufacturer and distributor of products, so any major global logistics challenges would significantly affect our operations. But we have been smart with figuring out how to overcome those challenges and managed to continue servicing our clients.” One way the company overcame the supply chain and labor shortages was to diversify its product line and customers to tap into additional markets that might not have been its traditional targets. “Diversification helped us spread our reliance on certain key markets that might have been hit harder than others,” Weyers says. “Doing so helped us navigate the choppy waters that the pandemic brought to various industries we serve.” On the marketing front, CW Bearing, being a niche business, utilizes a more niche marketing approach to reach its customers, as Shannon Roach, Marketing Manager at CW Bearing, explains. CW BEAR ING “CW Bearing targets niche markets with an exceptionally long purchase cycle, so we use hyper-targeted marketing to reach clients. One area we focus on is digital marketing, where we recently undertook the transformation of our website.” “We’ve spent quite a bit of time creating content for the website and social media, with the intent of consistently talking to consumers across these channels.” These digital marketing efforts have borne fruit as Roach notes that the company has noticed growth that is above average in terms and managed to reach very engaged targets through those channels. “Next year, we are venturing into trade publications, new for CW Bearing in North America and across our global offices. We are considering publishing design, engineering, and bearing news and industry related topics, whether in digital or print.” “After that, we expect to leap into video content, where we’ll talk to our executives and have them discuss why CW Bearing is different and what our engineering and sales teams bring to the table. We also plan to do video walkthroughs of the great facilities we have in North America.” As a global manufacturer, CW Bearing is