Happy Holidays
Industrial Marketing Today
DECEMBER 21, 2023
May Peace, Joy, Hope, and Happiness be yours this Holiday Season and throughout the New Year.
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Industrial Marketing Today
DECEMBER 21, 2023
May Peace, Joy, Hope, and Happiness be yours this Holiday Season and throughout the New Year.
Industrial Marketing Today
NOVEMBER 10, 2023
As we approach 2024, I cannot overstate the importance of Search Engine Optimization (SEO) strategies for manufacturers and industrial companies. In this blog post, I will discuss the most effective SEO strategies for manufacturers and industrial companies for the next year and beyond.
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Industrial Marketing Today
OCTOBER 2, 2023
As someone who has been creating industrial content and blog posts for engineers and industrial professionals for many years, I understand the difficulties and the importance of creating high-quality content that is informative, engaging, and easy to understand.
Industrial Marketing Today
SEPTEMBER 18, 2023
Are you considering an industrial website redesign? This is a topic of discussion as Q3 ends and, as Q4 starts, many companies begin to do their annual planning and budgeting. However, the sad truth is that many of these redesigns fail to deliver the desired results. You are not alone.
Industrial Marketing Today
SEPTEMBER 5, 2023
I’m sure you’ve heard marketing consultants like me talk about the importance of creating a marketing strategy and then following a plan for success. But what exactly is the difference between an industrial marketing strategy and a plan? I can assure you they are not just consulting jargon.
Industrial Marketing Today
JULY 20, 2023
As an experienced industrial marketer with 35+ years of hands-on experience, I have witnessed first-hand the unique challenges manufacturing marketers face. In this article, I’ll discuss the most common ones and suggest practical solutions to overcome them. Manufacturers and industrial companies can achieve their marketing objectives by understanding and overcoming these roadblocks.
Industrial Marketing Today
JUNE 1, 2023
I am often asked to explain the differences between digital marketing for manufacturers and B2B marketing. I don’t assume anything and start from the basics. You may already know some of this stuff. As a manufacturer, you are always looking for ways to grow your business and increase your bottom line. One of the most.
Industrial Marketing Today
MARCH 23, 2023
Manufacturers have unique marketing challenges that other businesses don’t face. As a result, they must develop innovative manufacturing marketing strategies to reach their target audience to succeed. Engineers and technical professionals are two key audiences that manufacturers need to focus on. This blog post will discuss six innovative marketing strategies that manufacturing companies can use.
Industrial Marketing Today
NOVEMBER 18, 2022
There are a few misconceptions or myths surrounding content marketing for manufacturers. I say this based on my hands-on experience working with manufacturers every day. In this post, I’ll mention the three most misunderstood concepts. Myth #1: Content marketing for manufacturers is all about SEO Manufacturing content marketing will certainly help in improving your organic.
Industrial Marketing Today
OCTOBER 18, 2022
What content do engineers want is probably a question you’ve asked yourself many times. An industrial website is the hub for manufacturing content marketing. It is by far the most important digital asset you own. I don’t need to repeat all the reasons for having a robust website. Yet, I’ve seen content take a backseat.
Industrial Marketing Today
JUNE 16, 2022
Industrial websites and manufacturers’ expectations are not always in sync. I say that from my regular conversations with manufacturers from various industries and from around the world. They come in all shapes and sizes, but they have one thing in common–generate more leads by targeting industrial buyers in North America. Industrial website goals and usage. [ This is only a content summary.
Industrial Marketing Today
MAY 25, 2022
Job #1 of industrial marketing for manufacturers is to generate leads. Is that assumption valid? To me, that’s like putting the cart before the horse. So, before I explain why I said what I just said, let’s look at the goals manufacturing marketers have achieved by using industrial content marketing over the past 12 months. [ This is only a content summary.
Industrial Marketing Today
APRIL 25, 2022
Industrial marketing has become more digital now than in the past. (See Marketing to Engineers—Why Digital is the Dominant Strategy). ToFU stands for Top of the Funnel in marketing and not the edible kind. 😊 Manufacturers and engineering companies realize digital industrial marketing or industrial content marketing is more effective for lead generation than traditional. [ This is only a content summary.
Industrial Marketing Today
JANUARY 14, 2022
Manufacturing content marketers can really help reduce the stress on engineers. I’m not being facetious or trying to be clever with my headline. Don’t believe me? Let me explain how. First, let me give credit where credit is due. I’ve used three resources for citations in this post. They are: 6 Digital Essentials for Selling. [ This is only a content summary.
Industrial Marketing Today
DECEMBER 9, 2021
You can’t avoid technical content writing if you are a manufacturing content marketer. Let me first differentiate technical writing from technical content writing. They may be used interchangeably, but they are not the same. A technical writer is good at creating documents such as User Manuals, Product Descriptions & Specifications, Safety Procedures, Assembly Instructions, and. [ This is only a content summary.
Industrial Marketing Today
DECEMBER 9, 2021
You can’t avoid technical content writing if you are a manufacturing content marketer. Let me first differentiate technical writing from technical content writing. They may be used interchangeably, but they are not the same. A technical writer is good at creating documents such as User Manuals, Product Descriptions & Specifications, Safety Procedures, Assembly Instructions, and. [ This is only a content summary.
Industrial Marketing Today
NOVEMBER 17, 2021
I just received an advance copy of Manufacturing Content Marketing Benchmark, Budgets, and Trends (Thanks, Amanda!) published by the Content Marketing Institute (CMI). The timing couldn’t be any better, since many of my manufacturing and engineering clients are putting together their industrial marketing plans and budgets for 2022. Refer to my post, Industrial Marketing: What. [ This is only a content summary.
Industrial Marketing Today
NOVEMBER 4, 2021
Industrial marketing, or as some refer to it as manufacturing marketing, is very different from B2C marketing. In my experience working with manufacturers and engineering companies, I’ve found differences with other B2B marketing even though industrial is a subset of B2B. (Source: CADENAS PARTsolutions. See the full infographic below) Industrial marketing frustrations faced by manufacturers. [ This is only a content summary.
Industrial Marketing Today
SEPTEMBER 15, 2021
Historically, e-commerce for manufacturers and distributors has been lagging with some exceptions. I know of two industries that have adopted e-commerce quickly—distributors of industrial automation products and electronic components. However, times have changed. Industrial manufacturers and distributors are poised to dive right into e-commerce. The pandemic has accelerated the trend towards online sales.
Industrial Marketing Today
AUGUST 20, 2021
The Industrial buyer’s journey can be complex and typically involves a committee of decision-makers. Sometimes the sales cycles may be as long as 12 to 18 months, for example, custom-engineered systems. Of course, not all industrial sales take that long. You may want to read my earlier post on the industrial customer journey. The industrial. [ This is only a content summary.
Industrial Marketing Today
JULY 20, 2021
The importance of landing pages for industrial lead generation cannot be overstated. Why? That’s where conversions happen—visitors turn into leads. Landing pages are where your visitors first land from a marketing campaign or a social. Read more The post, %Landing Pages for Industrial Lead Generation% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary.
Industrial Marketing Today
MAY 17, 2021
Understanding the industrial customer journey is essential to the success of digital marketing with content. Based on my conversations with manufacturers, I sometimes get the impression that it is just a marketing exercise to them. Read more The post, %Industrial Customer Journey and the Digital Experience% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary.
Industrial Marketing Today
APRIL 23, 2021
Industrial website redesigns are major undertakings, not something you want to decide or do in a hurry. They require careful planning and input from many stakeholders for them to succeed. I’m talking about redesigns that. Read more The post, %Why Retrofitting Industrial Website Redesigns Usually Don’t Work% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary.
Industrial Marketing Today
MARCH 29, 2021
CAD and BIM files are not the first things that come to mind when one talks about manufacturing content marketing. However, they are two of the most valuable and effective content assets to use for. Read more The post, %Using CAD and BIM Files in Manufacturing Content Marketing% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary.
Industrial Marketing Today
MARCH 3, 2021
Industrial email marketing may not get the same attention and love as it used to because of social media. However, don’t abandon it because it is still highly effective when targeting engineers and technical professionals. Read more The post, %How to Make Industrial Email Marketing Work for You% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary.
Industrial Marketing Today
FEBRUARY 18, 2021
Welcome to WordPress. This is your first post. Edit or delete it, then start writing! [ This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.
Industrial Marketing Today
JANUARY 11, 2021
Trade shows have always been a big part of manufacturing marketing for generating new leads that convert into sales opportunities. Of course, the COVID-19 pandemic has made in-person trade shows almost non-existent. It is not. Read more The post, %Content Marketing for Manufacturers is filling the Trade Show Void% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary.
Industrial Marketing Today
NOVEMBER 20, 2020
No, I don’t have a crystal ball. What I do have is the brand-new report, Manufacturing Content Marketing, Benchmarks, Budgets, and Trends—Insights for 2021 published by the Content Marketing Institute. I was given an advanced. Read more The post, %Manufacturing Content Marketing—What’s Ahead in 2021% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary.
Industrial Marketing Today
OCTOBER 12, 2020
That’s my take on the challenges and issues faced by industrial companies with manufacturing content marketing distribution and measurement. The post, %Manufacturing Content Marketing Distribution and Measurement% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary. Please click on the headline to read the full article.
Industrial Marketing Today
SEPTEMBER 17, 2020
Industrial lead generation is an important, if not the #1 goal of industrial marketers. Sure, there are other objectives of manufacturing content marketing as can been in this chart from the Manufacturing Content Marketing 2020 research report published by the Content Marketing Institute. Even though “Generate demand/leads” is at #4, generating high quality leads is.
Industrial Marketing Today
AUGUST 4, 2020
Manufacturing content marketing has its own challenges and frustrations as many industrial marketers have experienced. I touched on some of them in my last post about writing technical blog posts. While the age-old problem of “What should we write about?” still exists, new research findings show a myriad of other challenges. Some of these may. Read more The post, %Unique Challenges in Manufacturing Content Marketing% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [
Industrial Marketing Today
JULY 15, 2020
Writing technical blog posts is not the most popular topic of discussion for many manufacturers and engineering companies. In my experience, industrial blogging is an underused content marketing tactic for many of these companies. The two most common objections that I hear are: Writing fresh and relevant content regularly for industrial blogging is too consuming.
Industrial Marketing Today
JUNE 22, 2020
Your industrial marketing strategy may have changed recently because of the coronavirus. I don’t think manufacturers have much of a choice because the pandemic has negatively impacted their sales pipelines. There is no getting around that fact. Some of these changes may be permanent, while others have become necessities at least for the foreseeable future.
Industrial Marketing Today
JUNE 15, 2020
I’ve had many conversations about creating industrial marketing plans that start something like this, “Can you create an industrial marketing plan for us?” My answer: “Of course I can.” However, I find there is a disconnect in many of these conversations with manufacturers and engineering companies. Their assumption is that I should be able to. Read more The post, %Why Industrial Marketing Plans and Strategy Must Go Together% by %Achinta Mitra% was originally published on %Industrial Marketing T
Industrial Marketing Today
MAY 20, 2020
Will your industrial website still meet the needs of engineers and industrial buyers when the coronavirus pandemic is over, whenever that is? In my last post, I talked about adapting your industrial content marketing strategy for COVID-19. In this post, I want to focus on the changes that you may need to make to your. Read more The post, %Is Your Industrial Website Ready for Business After the Coronavirus Pandemic?
Industrial Marketing Today
MAY 8, 2020
Industrial content marketing strategy needs adjusting and fine-tuning to adapt to changes during this unprecedented time of COVID-19. Life and business as we know them have changed significantly. Some of these changes are highly likely to be permanent even after the crisis is over (Whenever that will be). Not surprisingly, some companies will cut back.
Industrial Marketing Today
APRIL 14, 2020
Industrial blogs are not often talked about by manufacturers when it comes to lead generation. They tend to brush it off as too time consuming and/or not very effective. They are not completely wrong about their complaints, but don’t be too quick to discard industrial blogging. Let’s face it, your audience of engineers and industrial. Read more The post, %Industrial Blogs are Essential in Lead Generation% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only
Industrial Marketing Today
FEBRUARY 17, 2020
The original post %Content Marketing for Manufacturers: Are You Using its Full Power?% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. My initial conversations with industrial companies about content marketing for manufacturers usually start something like this, “We can’t be found in Google or other search engines. We want to rank high.
Industrial Marketing Today
FEBRUARY 5, 2020
The original post %Technical Content Creation for Manufacturing Marketing% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. Technical content creation is a big challenge for manufacturing marketers of all sizes. Is it any wonder that content creation is the most commonly outsourced content marketing activity by manufacturing marketers?
Industrial Marketing Today
DECEMBER 18, 2019
The original post %Happy Holidays and Best Wishes for 2020% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. I want to say a big THANK YOU to all my valued and loyal industrial marketing clients for making 2019 another successful year for my company, Tiecas. I also want to thank my reliable partners who helped me deliver on my commitments.
Industrial Marketing Today
NOVEMBER 22, 2019
The original post %Happy Thanksgiving% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. The post, %Happy Thanksgiving% by %Achinta Mitra% was originally published on %Industrial Marketing Today%. [ This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].
Industrial Marketing Today
NOVEMBER 14, 2019
The original post %The State of Manufacturing Content Marketing 2020% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. Manufacturing content marketing has come a long way since it is early years. There are many positive trends as seen in the latest research report, Manufacturing Content Marketing 2020, Benchmarks, Budgets, and Trends published by the Content Marketing Institute.
Industrial Marketing Today
NOVEMBER 5, 2019
Creating a successful website design for manufacturers takes careful planning, a deep understanding of how engineers and industrial buyers make decisions and a lot of hard work. These have nothing do with the aesthetics of the site. Applying a new skin to an existing website to make it look “pretty” won’t help you move the. Read more The post 5 Critical Components of a Successful Website Design for Manufacturers by Achinta Mitra appeared first on Industrial Marketing Today. [ This is only a cont
Industrial Marketing Today
OCTOBER 22, 2019
Marketing to millennial engineers requires a deep understanding of the age differences among the engineering workforce. I have talked about this in the past and it was also a key talking point of my presentation at the Industrial Marketing Summit, Content Marketing World 2019. Yes there are many key differences in how you market to. Read more The post Marketing to Millennial Engineers by Achinta Mitra appeared first on Industrial Marketing Today. [ This is only a content summary.
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