Industrial Marketing Today

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Industrial Marketing Plan: A 3-Phase Approach

Industrial Marketing Today

As an industrial marketing consultant, I’m often asked by clients the best way to approach this important planning task. As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for next year. This is only a content summary. Please click on the headline to read the full article.

What Does a Content Marketing Strategy Mean for Industrial Companies?

Industrial Marketing Today

There are some guidelines and best practices that most professional marketing consultants follow but that doesn’t mean the strategies are cookie cutter plans. You have the best solutions for your customers’ problems! In my experience, option number 3 works the best. I’m sure every time you’ve talked with an industrial marketing consultant about content marketing, you’ve been told that you need to start with a “content marketing strategy.” You are probably very familiar with the phrase “To succeed with content marketing, you have to think like a publisher.”

Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions

Industrial Marketing Today

These work best for middle of the sales funnel (MoFU). A Value Proposition plays an important role in differentiation, which in turn affects lead generation. Yet, if you read the content on most industrial websites, they tend to sound similar within each industry. Most manufacturers and industrial companies make generic claims that are often copied by their competition and lack validation. How do you rise above the noise when there is so much parity in Value Propositions? You’ve probably heard that before so what’s different about what I’ve just said?

Internal Links – the Secret Sauce for DiY SEO

Industrial Marketing Today

The best news is that building internal links is completely in your control. IMO, contextual or inline internal links are the best for on-page SEO. It is no secret that link building is critical to SEO success. However, some people often ignore internal links because they are just not aware of their SEO benefits. Don’t underestimate the SEO power of internal linking.

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Six Key Steps to Successful Marketing Automation Adoption

With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs Selecting a Marketing Automation platform can be a daunting task.

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

Michael Clark, Vice President, Marketing and Public Relations at American Arbitration Association said that the best marketing advice he ever received was “Sales keep you in business. The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. I get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues. However, ignoring industrial marketing’s role in creating sales opportunities is a fallacy in my opinion.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

It also includes downloadable whitepapers, eBooks, product datasheets, application notes, technical articles, how-to and best practices guides, FAQs, videos, webinars, podcasts, presentation slides, blog posts and content for use in social media. have to quickly shift into my explaining mode right after that. Creating digital content is neither easy nor quick. Easy, right? Not exactly.

Do You Believe in Industrial Websites?

Industrial Marketing Today

Even the best marketing efforts are for naught if the website is not optimized (in terms of performance and design) to communicate the “offer” and trigger a “response.”. Just like the classic ’60s hit song “Do You Believe in Magic?” by The Lovin’ Spoonful, I am wondering if manufacturers and industrial companies believe in their industrial websites. I am not so sure manufacturing companies are fully convinced that their website is a real sales tool. My doubts stem from some of the things that I hear in my regular conversations with these companies.

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

Results: About 2,000 daily visitors; 15 to 20 email messages per day, including an invitation to bid on a large, new plant that could total hundreds of millions of dollars; top rankings for Emerson in Google for terms such as “process controls,” “process management” and “compressor surge control” and the winner of Best Corporate Blog by BtoB magazine in 2010. Results: 2.7

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Don’t Let Lack of Content Stop You from Blogging

Industrial Marketing Today

Make the compilation into a “Best Practices Guide” that your blog readers can download by signing up from a landing page on your Website. 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. It is not just your latest post that draws traffic. There is!

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Making Your Industrial Website Be All It Can Be

Industrial Marketing Today

Jill Whalen ( @JillWhalen ), a highly regarded SEO expert and the CEO of High Rankings, an SEO Consulting company, had this to say in one of her recent newsletters, “…while your website may already be the best it can be technically for search engines, it’s time to make it the best it can be for your users. 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. Ayer & Son, the first advertising agency in the United States.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. Another often-quoted marketing lesson is from Theodore Levitt who once told his M.B.A. students at Harvard: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.&# of Tiecas, Inc.

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

Industrial Marketing Today

The best way that I can think of bridging that gap is by using a real-life example of a manufacturer that is using content to boost its marketing ROI. I’m talking about Indium Corporation , a developer, manufacturer, and supplier of specialty alloys, solder products and solder paste. Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers. That mindset is even more important today if you don’t want to drown in the deluge of online content. Content marketing succeeds through quality, not quantity.

How Landing Pages Can Make or Break Lead Generation Campaigns

Industrial Marketing Today

The best description of a landing page that I’ve read is from Copyblogger , “A landing page is the putting green that you drive the ball (prospect) to. Your landing page may be the culprit if your lead generation campaign is performing poorly. poorly designed (layout and content) landing page can kill your lead conversion rate. What is a landing page? Bad landing pages kill conversions.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

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

Industrial Marketing Today

Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. 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. ”. 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.

Retrofitting Blogs and Converting Industrial Websites into Blog Sites

Industrial Marketing Today

Compile individual posts and comments into a comprehensive white paper or a “Best Practices Guide.” The best way forward is to create some original content and mix in a healthy dose of content curation using the best of human skills and automation techniques. 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. However, a blog site with a fully integrated blog has many advantages over the retrofit option.

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

Industrial Marketing Today

think Jeffrey Zeldman ( @zeldman ), the renowned web designer and blogger, summed up the problem best when he said, “Content precedes design. guide for Leak Detection and Repair (LDAR) best practices or Method 21 – Determination of Volatile Organic Compound (VOC) Leaks would be very helpful. 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? Design in the absence of content is not design, it’s decoration.”. and globally.

Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Visitors who sign up to download your white papers, eBooks and other free content definitely grow your list of contacts but calling them leads without taking the next step is premature at best if not a costly mistake. Sales knows best about demographics and marketing has insights into visitor engagement through web analytics. 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. They are prospects by my definition. Timeframe.

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B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Industrial Blogs for Lead Generation Using Inbound Marketing

Industrial Marketing Today

Here’s more proof that blogs do generate leads; the same study found that nearly three in five respondents had acquired a customer through a company blog or LinkedIn (the best performing social media channel for B2B). If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads. Source: HubSpot). Why is it so important?

Build Industrial Websites as Dynamic Blog Sites

Industrial Marketing Today

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. 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. Advantages of a blog site. With a built-in content management system (CMS), it is much easier to add new content and pages.

Content Marketing Delivers Lead Insight to Sales

Industrial Marketing Today

Content marketing or if you prefer,  inbound marketing with content brings them qualified sales opportunities to do what they do best – win more deals, build stronger relationships and become a valuable resource. It is true that industrial buyers are more in charge of the buying process today than ever before. Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. Content marketing has become indispensable for addressing this changed buyer behavior.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Lead nurturing and its best practices is a vast subject. Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. Source: Marketing Sherpa/ KnowledgeStorm). B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? It is a fact of life that the bulk of your site visitors and/or conversions from landing pages are not ready to buy now. Of the remaining 21%, 70% are discarded by sales as not being qualified. What is lead nurturing?

Manufacturer Successfully Uses a B2C Online Marketing Tactic

Industrial Marketing Today

This PVDF (Polyvinylidene Fluoride) resin system creates an extraordinarily strong chemistry that provides the best performance level and maximizes the ability to combat the detrimental effects of ultraviolet rays, humidity, salt air, acid rain and pollution. I’m sure by now you’ve read or heard enough about how the lines are merging between Business-to-Business (B2B) and Business-to-Consumer (B2C) marketing. Some have even called B2B marketing obsolete in this day and age. Whether you agree or not is a topic for another day. And that’s the focus of this blog post.

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Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. Typically, that means understanding the prospect’s pain and then offering a solution for relief. Sounds simple, right? In short, this is good, practical and actionable stuff and not some marketing theory.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

The best example of an expertise blog that I know of is the Emerson Process Experts blog moderated by Jim Cahill. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. How do you shift the focus from you or your company to your prospects and customers?

How an Industrial Distributor Uses Content Marketing Effectively

Industrial Marketing Today

You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. Websites of most industrial distributors follow the same basic format – the focus is on their product line card. In other words, the online content is very product-centric. It is rare to find explicit calls to action (C2A) on these sites. The C2A is typically a toll-free number pasted all over the site in a large font. The implied C2A is “interrupt your online activity and call us for a price quote.”. Of course, there are exceptions to what I’ve just described.

More Manufacturers Are Using Videos For Content Marketing

Industrial Marketing Today

Even though Web traffic is rated as the highest measurement criteria (58%), only 28% of manufacturers listed SEO rankings as a measurement tactic and only 22% listed inbound links – two of the best ways to drive online web traffic and build brand awareness. According to a new report released by the Content Marketing Institute, manufacturers have some of the highest adoption rates for content marketing tactics as compared to other industries. Videos (48%) are the preferred content format over other digital tactics (podcasts, virtual conferences and e-books) by a wide margin.

Industrial Content Reengineering for Improving WIFM Relevance

Industrial Marketing Today

And the best part of this strategy is that it can be executed without creating any new content. Tweet The challenge for many industrial marketers is making their content relevant to their prospects and customers. Industrial sales cycles are usually several months long and involve numerous people in different roles. Identifying where a prospect is on the buying cycle is sometimes difficult because there are long periods of silence with little to no online activity to track. Yet, these are qualified prospects so you can’t just discard them.

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3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites

Industrial Marketing Today

There are paid keyword research tools like Wordtracker that can automate many of the steps involved in keyword research and are capable of providing you with highly sophisticated analysis to select those keywords and phrases that will produce the best results for your Website. I hope you had a wonderful Thanksgiving weekend (here in the U.S.) with your family. Now, back to work. Bad idea!

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. In this post, I’m going to focus on content for the early stages of the buy cycle. One can dedicate an entire site to SEO because it is such a wide and deep online marketing topic. All Rights Reserved. Resources

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Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

Fiberglass absorbed sound the best but wouldn’t be safe. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. Consultative selling is one of the recommended ways and that requires us to sharpen our listening and creative problem solving skills. Resources

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. Have you struggled to answer that question? You are not alone, most business purchases, especially industrial products don’t lend themselves to a simple Manufacturer’s Suggested Retail Price (MSRP). Resources

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. What does it really mean to an industrial marketer, especially if you work for or are a small to mid-size manufacturer or engineering company? What is effective content marketing? What is a content audit?

5 Things Industrial Marketers Must Do to Attract Engineers and.

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. Sure, they are human beings like the rest of us but they have very different emotional triggers and needs when it comes to making work-related decisions. should know — I am an engineer too. Don’t! of Tiecas, Inc.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” It must help your customers make the best use of their purchase. The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. of Tiecas, Inc.

5 Most Popular Industrial Marketing Blog Posts from 2010

Industrial Marketing Today

December is also a popular time for bands and musicians to release their “Best of” compilations, bloggers like to summarize their best posts and publishers publish their own “Top XX” lists. We’re almost at the end of the year and you made it. Congratulations! 2010 has been another tough year for the industrial sector but I’m encouraged by all the good news that I’ve heard throughout the year about a modest rebound in U.S. manufacturing. from my Google Analytics, the number of inbound links received, retweets and other social sharing. Marketing Automation vs. Inbound Marketing.

Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence

Industrial Marketing Today

The solution that I felt would best suit my client’s needs required adding Google Analytics to his emails. While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing. He was already using Google Analytics (GA) to monitor his Web site. However, there really wasn’t a good way for him to track site activity after each email campaign went out. Here’s why: Open rates are tracked using a one pixel image embedded in the body of the email message.

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