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. 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. MORE >>

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. 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. MORE >>

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. “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. 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. Easy, right? Not exactly. MORE >>

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. To most to do-it-yourselfers (DiY), link building for SEO means external or inbound or backlinks. These are links that originate from another site and point to a page on your domain. Don’t underestimate the SEO power of internal linking. What are internal links? MORE >>

The marketing content ideas I have listed here are best suited for the late stages of the buying cycle to move industrial buyers closer to specifying your products in their BOMs and RFQs. It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. IMO, the key to content marketing success is relevance. Online product configurators. MORE >>