Industrial Marketing Today

JULY 12, 2011

Nobody buys product features, they want solutions. 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? Industrial and manufacturing marketers are trained to sell solutions. That’s marketing 101, right?

Marketing Management 60

Marketing Management Paid Search Agency Comparison Inbound Marketing 60

Industrial Marketing Today

MAY 7, 2012

Instead of expecting your site visitors to fill out an RFQ form, get them to sign up for a webinar, download a case study or a whitepaper. If all you do with your content marketing is to promote your company’s industrial products, you are likely to be disappointed. What am I talking about?

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Existing marketing collateral focuses primarily on the company and its products. I have been asked a few times to scan old product datasheets because that’s all that a particular manufacturer had for collateral.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

MARCH 29, 2011

You can make this content ungated (doesn’t require registration) to help visitors specify your products long after their first visit. For example, product catalogs, datasheets and application notes can be ungated. Add a big button to download your online catalog. Try to put this above the fold.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

JUNE 22, 2011

Track 2 should be for nurturing those prospects who meet your general demographics but have not scored high enough to receive content meant for the middle of the funnel such as case studies, application notes and product comparison guides.

Sales Qualified Leads 60

Sales Qualified Leads Lead Ranking Lead Scoring Top of Funnel 60

Industrial Marketing Today

SEPTEMBER 3, 2010

Content marketing does not mean churning out white papers, case studies, articles, blog posts, podcasts and webinars for the sake of putting out content. Are your company, products and services visible in various online channels used across the stages? What is effective content marketing?

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

APRIL 22, 2010

Because it is the mega-distributors that dictate terms and reduce the value of the manufacture’s innovations into commodity products. I also found a fascinating video interview on Andrew’s blog that really drives home the point with a case study featuring Mr. Fred Whyte, President of STIHL Inc.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

JUNE 29, 2010

We are all used to seeing case studies and they are powerful marketing content. Too often, marketers create new educational content based on internal triggers, such as a new product launch or the adoption of a new marketing strategy. Add a new twist to this old workhorse by telling your story in different ways.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

MAY 11, 2011

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. Highlighting completed projects and a few case studies seem to be the norm.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

APRIL 11, 2011

Strategic planning and analysis does sound a lot more glamorous than writing content filled with nitty-gritty product details. Industrial marketers, who use content that is light on product specifications and heavy on benefits, may have a difficult time engaging with engineers. It is easy to justify leaving the details to others.

Content 60

Content Marketing Proposals Case Studies Case Study 60

Industrial Marketing Today

MARCH 11, 2011

The plant engineer/maintenance manager – the end-user, his biggest WIFM is “Will your product make my job more difficult?” Your reengineered content provides: An online product configurator for finding the right flowmeter quickly and easily using the parameters given to him by the process design engineer.

Relevance 60

Relevance Terms and Conditions Buying Cycle Content 60

Industrial Marketing Today

JULY 8, 2012

One caveat to the above rule of thumb – a page for downloading case studies probably will have a very high bounce rate but that doesn’t mean it is bad. It sounds simple enough, after all most manufacturers have lots of product information posted on their sites. Anything over 60% is worrisome and you may have a leaky Website.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Ranking Leads 60