Industrial Marketing Today

DECEMBER 22, 2011

I looked at my Google Analytics for the entire year and have selected the top ten blog posts using a combination of Pageviews, Engagement and Social Sharing data to determine the ranking. Relevant Content Converts More Industrial Site Visitors into Sales Leads and Customers. That’s the power of inbound marketing with content.

Marketing Analytics Tools 60

Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 60

Industrial Marketing Today

SEPTEMBER 20, 2010

By increasing the number of indexed pages in Google (Blog pages Google includes in its database of pages considered for ranking for specific keywords). For every 50 to 100 pages of indexed pages in Google, leads achieved double digit growth as seen in the chart below.

Lead Generation 60

Lead Generation Business Blogging Lead Scoring Lead Ranking 60

Industrial Marketing Today

JULY 14, 2010

Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while. So I Googled “content curation&# and lo and behold, it returned 77,600 results. Heck, even MS Word kept flagging curation as a misspelled word. Hmmm…not very satisfying. I hit the mother lode! Maybe it’s my M.A.

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

MAY 22, 2011

You can easily get good data from your Google Analytics. Here’s how: Log into your Google Analytics. The same applies if you want to create any kind of exclusive content for subscribers or current customers only. As with any marketing strategy, start with your target audience. Click on the Visitors tab and then Mobile.

Mobile Marketing 60

Mobile Marketing Paid Search Agency Marketing Analytics Tools Planning 60

Industrial Marketing Today

AUGUST 20, 2012

They’ve heard/read that Google loves fresh content, therefore all they need to do is publish lots of content and they’ll be on the first page of Google’s search results. Because search engines don’t convert into customers, people do. The primary goal is to generate better quality leads from their websites. That is the good news.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

JULY 23, 2010

It takes extensive knowledge, expertise, experience and a lot of detailed work in order for your website to be ranked high for specific keywords and phrases in Google and other major search engines. I have even read statistics where Facebook is now drawing more visitors than Google. And yes, it does cost money.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

MAY 31, 2010

You need to optimize it for search engines in order for your target audience to find your B2B blog (see my earlier post, “How to Use a B2B Blog to Win Customers and Influence Prospects” ). Select Custom Structure and enter “/%postname%/” (Without the quotation marks). Don’t hang around bad online neighborhoods.

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

JUNE 22, 2012

They are accustomed to customers calling them for RFQs/RFPs. Some marketers mistakenly think Google is all they need because a buyer might type their company name into the search box. I have had many conversations where I have heard the other person tell me that they’ve never had to actively market their products and services before.

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 60

Industrial Marketing Today

APRIL 14, 2012

This content marketing strategy has helped us achieve several top 10 rankings in Google for competitive keywords and phrases. It’s good to meet someone who understands our engineering and industrial customers and won’t be learning at our expense.” How could I ignore the “voice of the customer” (VOC)?

Paid Search Agency 60

Paid Search Agency Work Management Marketing Management Companies 60

Industrial Marketing Today

AUGUST 1, 2012

Google strategy vs. tactics and you’ll get 4,030,000 hits so there is no sense in me repeating all that here. It is very difficult for them to change this mindset and think of an industrial marketing strategy before implementing tactics. Yes, there is a big difference between strategy and tactics.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

NOVEMBER 28, 2010

Very little time is put into doing research on how their prospects and customers actually do their search. For example, the search term “industrial valves” yields 2,180,000 pages in Google. Often these are related to the company’s applications, solutions and/or or product names. Mistake #3: Lack of off-site optimization tactics.

Optimization 60

Optimization SEO Marketing Websites Keywords 60

Industrial Marketing Today

JULY 1, 2011

Demonstrate how others (their peers/your customers) are using your industrial product. See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence.”. Application notes help to: Educate your engineering audience about the latest developments and new applications. Industrial email marketing today.

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

JUNE 22, 2011

They found your content interesting and valuable but are not likely to become customers ever. Depending on your situation, you may need a full-blown Marketing Automation (MA) package or you could get by with a manual system using Excel spreadsheets, Google Analytics and auto responders from your email service provider (ESP).

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

SEPTEMBER 1, 2011

Your list should be segmented into at least two broad categories – prospects and customers. Instead of thinking of your e-mail marketing as a series of campaigns for pushing out your messages, become more customer-centric. See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence” ).

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

DECEMBER 22, 2010

from my Google Analytics, the number of inbound links received, retweets and other social sharing. This [content marketing] is a problem across the board for B2B marketers as reported by the same study – the largest challenge is “producing the kind of content that engages prospects and customers” (36% of respondents).

Top of Funnel 60

Top of Funnel B2B Thought Leadership Marketing Analytics Tools Curation 60

Industrial Marketing Today

JUNE 8, 2010

You may be too close to the forest to see the trees, sometimes you may have to ask your current customers for their input. My take: Use a keyword research tool like the free Google Keywords Research Tool to come up with a list of keywords and phrases based around the problems and solutions you discovered in step #1.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

JUNE 29, 2010

One of the key findings from the study was that B2B marketers are realizing that developing brand awareness among their customers’ customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors. Analytics is the new marketing creative!

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

AUGUST 20, 2010

You need to move beyond the free Google Custom Search tool for websites. As long as you can make their entire sales experience easy (both before and after) and your products meet specifications for them to specify with confidence, you probably have a lifetime customer unless you fail him/her badly.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

AUGUST 24, 2009

Google is not the only source of content ideas. Share customer stories or provide examples to make it more interesting and help your readers connect with their own situation. Without first researching your ideas, you’ll find yourself running out of topics to write about and/or guessing what your readers would be interested in learning.

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 60

Industrial Marketing Today

MAY 3, 2010

You want your business blog to become the hub that attracts traffic, establishes your credibility and ultimately, moves those readers forward in their decision making process and become paying customers. The first one is All in One SEO Pack and the second one is Google XML Sitemaps.

Business Blogging 60

Business Blogging Web 2.0 Long Tail Marketing Business 60

Industrial Marketing Today

JUNE 3, 2010

Situation turns dire until someone within the company gets an epiphany, “Our site is not optimized” > Quick, call in that SEO expert who guarantees first page ranking in Google > Before you know it, you are locked in a 6-month search engine optimization contract. There’s nothing new we can say on our website.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

JULY 8, 2012

Look at your Google Analytics, one quick indicator of a leaky Website is your bounce rate. Google defines bounce rate as “The percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.” It’s all about them (your customers).”. In short, you may have a leaky industrial Website.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Ranking Leads 60

Industrial Marketing Today

DECEMBER 17, 2010

That can only happen if your prospects and customers can find your site when and where they are searching for solutions to their problems in their own words. At the very minimum, the free Google Analytics code should be installed on your web pages. See Industrial and B2B Customer Engagement Simplified.

CMS Development 60

CMS Development Marketing Websites Marketing Budget Creation Work Management 60

Industrial Marketing Today

NOVEMBER 1, 2010

Objectives: To own the space as the thought leader, build familiarity and gain trust for a wide variety of topics and technologies that are of interest to specific audiences; generate contacts (customers) that lead to profitable sales; and deliver more sophisticated customers support. Exhibit #2: Indium Corporation Blogs.

Business Blogging 60

Business Blogging Enterprise Management Paid Search Agency ROI 60

Industrial Marketing Today

OCTOBER 10, 2011

I can’t think of a single conversation about website redesign that I’ve had with industrial companies that didn’t start with or include the following, “We want our website to be on the first page of Google for … (fill in your own keywords and phrases).”. After all, why would you create a site that no one can find?

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Scoring Lead Ranking 60

Industrial Marketing Today

OCTOBER 26, 2009

Hordes of traffic that convert poorly are useless for generating qualified leads that convert well into paying customers. For example, the search term “industrial valves” yields 238,000 pages in Google. The above two web analytics are not mere statistics for your webmaster. They have a direct impact on your bottom line.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

AUGUST 24, 2010

If necessary, rewrite or edit the text to address critical pain points of your prospects and customers. Install site analytics, the free Google Analytics is a good start. Engaging your visitors with relevant and fresh content will help to convert them into fans, followers and ultimately to loyal customers.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60

Industrial Marketing Today

NOVEMBER 17, 2010

If you Google “definition of content marketing,” it will return 4,760 results. I went directly to the source, Joe Pulizzi , the man who literally wrote the book on content marketing (co-authored Get Content Get Customers ) and the founder of the content matching site Junta42. Obviously it means different things to different people.

Co-Registration 60

Co-Registration Content Marketing Paid Search Agency Content 60