2011

Industrial Marketing Today

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2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing. In this post, I want to focus on some of their findings that I feel apply to content marketing for manufacturers and industrial companies. That’s not the only good news for blogs.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. I can sense the confusion in the room or over the phone when I tell them that creating engaging digital content is much more than copywriting. have to quickly shift into my explaining mode right after that. Easy, right?

When the Going Gets Tough, B2B Marketers…

Industrial Marketing Today

…fall back on tried-and-true marketing tactics that they have relied on for years. In the current tough economy, cutting edge and innovative marketing is taking a back seat to proven strategies for lead generation. B2B companies are spending more of their marketing budgets on channels such as trade shows, Website design, management and optimization and e-mail marketing. See chart for details.

Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

Are you an in-house marketer or a consultant tasked with promoting engineering services? Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. By default, many engineering services companies resort to bragging about themselves on their Websites. There is very little to differentiate one from another. Highlighting completed projects and a few case studies seem to be the norm. Moore

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Manufacturer’s Marketing Video Becomes a YouTube Sensation

Industrial Marketing Today

Industrial and manufacturing marketing doesn’t have to be dull and boring. Here’s proof. Corning, a manufacturer of specialty glass and ceramics created a marketing video called “A Day Made of Glass” to demonstrate future applications of its specialty glass. Even though the original intent was to create a sales tool for its manufacturing customers, it went viral in a big way after the company posted it to YouTube. I’m not talking about several thousand views; the 5+ minutes long video has been viewed 12,379,640 times since it was first uploaded to YouTube about two months ago.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

Many industrial companies and manufacturers struggle with content marketing. It is not because marketers and decision-makers in these organizations don’t understand the value of inbound marketing but implementing an effective content marketing strategy is proving to be quite a challenge for them. Usually the problem stems from three possible scenarios that I’ve come across. I’m going to make some suggestions in this post to help you solve the problem if you are an industrial marketer stuck in one of these scenarios. Assimilate all that knowledge. Hiring an outside content creator.

10 New Google Algorithm Changes Announced

Industrial Marketing Today

Google changing its search algorithms is not news to most SEO experts. It’s a fact of SEO life. What is new with the latest algorithm changes is that Google is being more transparent and talking about them openly. What caught my attention and IMO applies to industrial marketing, are these four changes: Snippets with more page content and less header/menu content: Google’s explanation: This change helps us choose more relevant text to use in snippets. What this means to industrial marketers: On-page SEO will now require more than just an optimized Title tag and text-based drop-down menus.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. Achieving those two objectives are difficult enough, now add to that the constant pressure of having to lower the cost per lead at the same time.

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

Blogging and mainstream social media sites like LinkedIn, Facebook, Twitter and YouTube get all the attention these days. What about good ol’ community forums? Community forums have been around a lot longer than the newer social media channels. Some even consider it the original crowdsourcing platform for content. See chart). How do industrial companies benefit from a community forum?

Most Industrial and Manufacturing Websites are Still Stuck in Web 1.0

Industrial Marketing Today

Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating capabilities. That statement may come as a shock to many site owners because they are convinced that sales leads will just roll in because their site includes a toll free number in a big bold font, there are links to the “Contact Us” page everywhere and/or there’s a RFQ form on the site. Here’s what’s wrong with that picture: A vast majority of your site visitors are not ready to buy on their first visit.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Small Manufacturers Use Social Media Effectively

Industrial Marketing Today

Social media still remains a mystery to many manufacturers and industrial companies even though there is an abundance of evidence of its success in general B2B marketing. Many engineers, specifiers, users and buyers of industrial products regularly use social media in their personal lives but work-related usage is limited among this audience. I’ve read a few articles and blog posts about how some manufacturers are using Twitter, LinkedIn and Facebook to listen, engage and market to their customers. However, these have been from other industrial marketing consultants like me.

Innovative Uses of QR Codes by the AEC Industry

Industrial Marketing Today

Architectural, Engineering and Construction (AEC) industry professionals have found innovative uses of QR (Quick Reference) codes in their daily work. Architects, engineers, contractors, building owners, developers and municipalities are all using them to improve productivity and gain a marketing edge. They have found practical applications of QR codes and are not using them simply because it is the mobile marketing tactic du jour. What are QR codes? They are now used for a variety of applications and are extremely popular, especially in B2C and retail marketing. Catawba County, N.C.,

Don’t Let Lack of Content Stop You from Blogging

Industrial Marketing Today

The mantra for effective business blogging is to regularly pump out fresh content that is reader-centric and not focussed too much on you, your products or your company. agree. More power to you if you already have a horde of avid readers who visit your blog every time you post new content. For others, the bulk of your blog traffic, in some cases as much as 80%, will come from first-time visitors.

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Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

Inbound marketing with content has been getting all the attention lately. Consultants and practitioners of “pull” marketing want marketers to abandon “push” marketing because they say it is old school and no longer effective. I too have read all those studies about the how the Internet has permanently changed the industrial buyer’s behavior. Ergo, these people are too busy at work and couldn’t be bothered with anything that is deemed as interruption marketing. agree that there is a lot of truth to all those findings. An updated website serves them well as a point of reference.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Industrial Marketing Playbook – Actionable Digital Marketing Ideas for Manufacturers and Engineering Companies

Industrial Marketing Today

My company, Tiecas has just released a new free guide called “Industrial Marketing Playbook.”. This playbook is not about marketing theories, it is based on our accumulated experience and expertise in marketing to your engineering, technical and industrial customers. Use it to map out your own plays for generating more high-quality leads, increasing sales and growing revenues.

Content Marketing: Think Like a Publisher, Act Like an Investor

Industrial Marketing Today

Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers. Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers. Nobody cares about your products and services (except you)” was the title of a blog post written by David Meerman Scott (Author of the wildly successful book The New Rules of Marketing & PR and his new book Real-Time Marketing & PR ) back in 2008.

Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity

Industrial Marketing Today

Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “ B2B Lead Generation without Lead Nurturing is Doomed to Fail. ”. Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Let’s switch gears for a moment and think of it from a sales point of view. What does lead nurturing do for sales? IMO, the two key contributions of lead nurturing to sales are: Realigns the timing of buyers and sellers. Builds trusting relationships with permission.

What You Ought to Know About Inbound Marketing

Industrial Marketing Today

Confused about Inbound Marketing? Never heard of it? View this hilarious and entertaining video from HubSpot and it will tell you everything you ought to know about inbound marketing. Click here to view the embedded video. In the past I’ve written about manufacturers such as Indium Corporation and Miller Electric Manufacturing Co. and their success stories of inbound marketing with content. However, overall adoption rate of Inbound Marketing and Marketing Automation (MA) is still low among smaller manufacturers and industrial companies. There is still quite a bit of confusion out there.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Content – The Biggest Hurdle in Digital Marketing for Manufacturers

Industrial Marketing Today

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.

How Landing Pages Can Make or Break Lead Generation Campaigns

Industrial Marketing Today

Your landing page may be the culprit if your lead generation campaign is performing poorly. realize that successful lead generation depends on many factors but the landing page is where your site traffic and email clicks convert into qualified prospects and leads. poorly designed (layout and content) landing page can kill your lead conversion rate. What is a landing page? Think again.

Build Industrial Websites as Dynamic Blog Sites

Industrial Marketing Today

For most industrial companies and manufacturers, a Website is the centerpiece of their online presence. By now, most industrial marketers are aware of the power of inbound marketing for lead generation. blog is considered the cornerstone of an effective inbound marketing strategy. What if you could combine the best of both these marketing tactics? I’m talking about creating a blog site with dynamic content instead of a static digital marketing asset. Advantages of a blog site. With a built-in content management system (CMS), it is much easier to add new content and pages.

How Blogs Help Manufacturers Enter New Markets

Industrial Marketing Today

The current economy and a global supply chain have forced many manufacturers to reevaluate how they do business these days. Traditional sources of new business – word-of-mouth referrals and repeat business from existing customers have slowed to a trickle for many of these industrial companies. They now find themselves in uncharted waters where they have to think of and appreciate marketing as something more than mere sales support. Business owners and executives crave stability and predictability but expectations and behaviors of industrial buyers have changed. Quality over quantity).

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Problem-centric Industrial Marketing

Industrial Marketing Today

Please indulge me if my headline made you go “Huh?” Read on…. Industrial and manufacturing marketers are trained to sell solutions. Nobody buys product features, they want solutions. That’s marketing 101, right? I get that. However, if you are a manufacturer or an industrial services company, ask yourself this question, why would anyone buy your products or services if they don’t know they have a problem? It seems to me that industrial marketers need to first focus on raising awareness of the problem before they can sell their solution. Publish and present technical articles. Thanks Kevin!

Industrial E-mail Marketing: Use Application Notes to Engage Engineers

Industrial Marketing Today

E-mail marketing to in-house lists is the most popular marketing channel for reaching engineers and industrial professionals. This was one of the findings in a recent study published by GlobalSpec. The chart below shows the different online marketing tactics that manufacturers and industrial companies plan to use in 2011. You can download the full study from here. Email marketing metrics.

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Content is the Foundation of Good Relationship Marketing

Industrial Marketing Today

Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. Many of them will also tell you that the bulk of their new business comes from repeat customers. It makes perfect sense then to put a good deal of effort into nurturing new leads and building strong relationships in order to convert them into loyal customers. Here’s a quote from billionaire industrialist H. Finally, business is a cobweb of human relationships. ”. Visibility into complete repair history and analytical tools for spotting trends. Think again!

Top 10 Industrial Marketing Posts of 2011

Industrial Marketing Today

As we wind down 2011, this is a good time to review all the industrial marketing posts that I have published here and been viewed by you, my readers, during the year. Not all the posts were written in 2011, one was way back from 2008. If there is one important takeaway from this exercise, it is that blog posts live forever and continue to attract traffic long after they have been posted. That’s the power of inbound marketing with content. Unlike David Letterman’s Top Ten list; my industrial marketing blog posts are listed in decreasing order of popularity. And now for the drum roll please….

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Cool Stuff Manufactured in America

Industrial Marketing Today

In the spirit of Thanksgiving later this week, this post is my way of giving thanks to those manufacturers who still believe in the value of “Made in America.”. Manufacturing has been a bright spot for a while now in our economic recovery despite the anemic growth and sporadic hiring. During these holidays, I’d much rather talk about the good news instead of Wall Street’s roller coaster ride or the recent failure of the Super Committee. came across a slew of manufacturing videos called “Cool Stuff Being Made” from National Association of Manufacturers (NAM). Alfred J.

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Don’t Take “Selling” Out of Content Marketing

Industrial Marketing Today

Notice how discussions about content marketing are full of words like engagement, helpful, sharing, nurturing and community building. These are all great at soft selling without irritating the customer. No complaints there. However, have we gone too soft with content marketing when it comes to selling industrial products and services? May be it’s time to inject a healthy dose of reality into this warm and fuzzy picture. And that is… content marketing must deliver a real business value. Let’s not kid ourselves; business is war, especially in today’s hyper-competitive global marketplace.

Website Content Must Address What’s Keeping Engineers up at Night

Industrial Marketing Today

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.

Wiki 19

Subscribers to Free Content are NOT Leads

Industrial Marketing Today

I’ve heard some of my manufacturing clients call their subscribers free content leads. I’ve also read articles by other industrial marketers where they recommend using free content to generate new leads. That is good advice and it is a proven tactic for inbound marketing. However, I do have a problem with classifying these new subscribers as leads. IMO, these people have merely raised their hands to indicate some interest in your company, content and the free offer. They are prospects by my definition. Let’s face it; you are going to get a few sign ups just because it is free. Timeframe.

BANT 19

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Where Industrial Websites are Falling Short

Industrial Marketing Today

First the good news – 76 percent of small and medium sized manufacturers and industrial companies reported that their websites made a contribution to their growth during the second half of 2010. Even among the “Optimists,” 54% reported that their website opened up new sources of business, 44% stated it helped them serve customers better and 33% reported it contributed to new revenue growth.

Retrofitting Blogs and Converting Industrial Websites into Blog Sites

Industrial Marketing Today

I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. sure sign of that is the number of conversations that I have had recently with my current clients and new leads. They all want to either add a blog to their static industrial websites or convert them into dynamic blog sites. Retrofitting a blog into an existing site is quicker and less expensive than recreating the site on a blogging platform. However, a blog site with a fully integrated blog has many advantages over the retrofit option. Add links to download full PDFs from your site.

Industrial Blogs for Lead Generation Using Inbound Marketing

Industrial Marketing Today

If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads. Upper management asking you to fill the pipeline with ever-shrinking budgets is a given these days. There are three key ideas in the headline of my post – 1) Industrial blogs, 2) Lead generation and 3) Inbound marketing. Source: HubSpot). Why is it so important?

Making Your Industrial Website Be All It Can Be

Industrial Marketing Today

Remember the old US Army commercial – “Be All You Can Be?” It was one of the most popular and successful recruiting slogans and the army used it for over twenty years. It was created in 1981 by E. N. J. Carter (he was awarded the Outstanding Civilian Service Award for his efforts) when he was with N. W. Ayer & Son, the first advertising agency in the United States. Source: Wikipedia ). What does any of this have to do with industrial websites? Right from the get go, the entire focus of the site redesign is on search engine optimization (SEO). So what’s wrong with that singular focus on SEO?

Lead 17

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. I see heads nodding in face-to-face meetings or hear plenty of “Uh-huhs” on the phone when I talk about the benefits of inbound marketing. They agree it helps them get found in search engines early and often, drives hordes of traffic to their site and fills the top of their funnel with qualified leads at a lower cost per lead. just like in the movie Jerry Maguire. Bruce A. Instead, salespeople want opportunities. ”.