| | | Industrial Marketing Today | | | | 5 articles |
| Page 1 of 1 | Previous | Next | INDUSTRIAL MARKETING TODAY SEPTEMBER 12, 2011 Content – The Biggest Hurdle in Digital Marketing for Manufacturers Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content. At first glance, that may sound like an oversimplification of a bigger problem. talk to small and mid-sized manufacturers on a regular basis. What I have learned is that these companies need help with content in digital marketing at many levels. This is not a new problem. They have become completely dependent on referrals and repeat business. | INDUSTRIAL MARKETING TODAY SEPTEMBER 6, 2011 Industrial Blog Sites Revisited The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers. In my conversations over the past few months, I have noticed a growing acceptance of blog sites among manufacturers, industrial distributors and engineering services companies. Blog sites as inbound marketing hubs. Industrial companies have realized the importance of inbound marketing and its impact on lead generation. B2B marketers with blogs generate 67% more leads according to a study done by HubSpot (See Why Your Sales Funnel May Run Dry Without a Business Blog ). Content curation. | | | | | |
| INDUSTRIAL MARKETING TODAY SEPTEMBER 21, 2011 Website Content Must Address What’s Keeping Engineers up at Night Speak to engineers across the board about what keeps them awake at night and you are likely to hear these three words repeatedly: Risk. Security. Compliance. Does your website content address those issues? The content on your industrial site may be missing the mark completely if it doesn’t speak directly to engineers’ pain points. If you are in the process of redesigning your industrial website, pause for a moment and think about the site content first. think Jeffrey Zeldman ( @zeldman ), the renowned web designer and blogger, summed up the problem best when he said, “Content precedes design. | INDUSTRIAL MARKETING TODAY SEPTEMBER 26, 2011 Using E-mail Marketing for Lead Generation Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. This usually means sending out a bi-weekly or a monthly email newsletter. It has been my experience within the industrial sector that these companies rarely use email marketing proactively for lead generation. Here I am not referring to new subscribers to newsletters and free content. To me, those contacts are prospects and not leads. There is a difference. For more on that, refer to my post, “Subscribers to Free Content are NOT Leads.”. How about free? | INDUSTRIAL MARKETING TODAY SEPTEMBER 1, 2011 Making Industrial E-mail Marketing More Relevant E-mail marketing to a house list continues to be the top marketing channel for many industrial companies and manufacturers according to Trends in Industrial Marketing 2011 from GlobalSpec. However, that doesn’t necessarily mean that industrial marketers are very happy with the results. The biggest challenge in e-mail marketing faced by industrial marketers, besides not enough resources, is getting their subscribers to pay attention to their emails when everybody’s inboxes are already overflowing with messages. mail List Hygiene. Check any rented list against your house list. | |
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