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Social Media Usage by Engineers and Industrial Professionals

Industrial Marketing Today

Social Media Marketing Social Networking Google+ Industrial Marketing Lead generation LinkedIn videos YouTubeLast week I downloaded and read the new research report, “Social Media Use in the Industrial Sector” published by IHS GlobalSpec. Some of the findings are consistent with their reports [.]. 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.].

How Industrial Companies are Stuck on SEO for Content Marketing Strategy

Industrial Marketing Today

I find too many manufacturers and industrial distributors basing their entire content marketing strategy with one goal in mind – getting found in Google. In other words, the entire focus is on Search Engine Optimization (SEO). What’s wrong with that?” you ask. This is only a content summary. Please click on the headline to read the full article.

SEO Must Complement Conversion Optimization for an Effective Industrial Marketing Strategy

Industrial Marketing Today

I find too many manufacturers and industrial companies still hung up on individual keyword rankings and getting to the top in Google and other major search engines. I’m not trying to minimize the time, effort and the expertise needed for search engine optimization (SEO) of industrial websites. After all, traffic is the lifeblood of online […] The post SEO Must Complement Conversion Optimization for an Effective Industrial Marketing Strategy by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

Top 12 Industrial Marketing Posts of 2014

Industrial Marketing Today

It’s time to look back at the most read industrial marketing posts that I published in 2014. I’ve culled the list down to 12 based on the data from my Google Analytics. These industrial marketing posts are listed in the order of published dates –oldest to the newest. #1: What’s Hot and What’s Not in [.] The post Top 12 Industrial Marketing Posts of 2014 by Achinta Mitra appeared first 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.].

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

10 New Google Algorithm Changes Announced

Industrial Marketing Today

Google changing its search algorithms is not news to most SEO experts. What is new with the latest algorithm changes is that Google is being more transparent and talking about them openly. What caught my attention and IMO applies to industrial marketing, are these four changes: Snippets with more page content and less header/menu content: Google’s explanation: This change helps us choose more relevant text to use in snippets. Add a blog or convert your industrial site into a blog site if you want to satisfy Google’s appetite for fresh content.

Blogs and Social Marketing in the Upstream Oil & Gas Industry

Industrial Marketing Today

Google the search phrase hydraulic fracturing blogs and it will return 2 million results! The Upstream Oil & Gas industry, also referred to as the exploration and production (E&P) sector, has a reputation of being very conservative and conventional. The facts, figures and the hype are mind-boggling. Here are some examples that I found from both sides of the discussion.

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

Some marketers mistakenly think Google is all they need because a buyer might type their company name into the search box. 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. See Manufacturers Need Lead Management to Close the RFQ Gap ).

Industrial Content Marketing is Not Just for SEO

Industrial Marketing Today

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. Content marketing is a central topic in most of my recent conversations with industrial companies. The primary goal is to generate better quality leads from their websites. That is the good news. The not so good news is that they have a mistaken belief that content marketing is for search engine optimization (SEO). However, your industrial marketing content must do a lot more than just SEO. Why do I say that?

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

Manufacturers: Don’t Start a Lead Generation Campaign Without Sales

Industrial Marketing Today

Google sales and marketing disconnect and you will find thousands of articles written on this topic. I am here to tell you that it is very real and thriving within manufacturing companies. During an internal discovery meeting with the client’s Director of Marketing and the Marcom Manager, we spent considerable amount of time reviewing their clickthru reports, traffic, pageviews behavior and engagement stats from Google Analytics. Every manufacturing or industrial company that I talk to wants more leads. This is not a new problem.

You’ve Got Traffic. Now What?

Industrial Marketing Today

That’s because no one has taken the time to explain to these people about the value of looking at their Google Analytics. It truly is an “a-ha moment” for them when I go over their Google Analytics and explain some of those key site statistics. You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. Congratulations! Sorry to rain on your parade but that is only half the equation. The other half is all about converting that traffic into leads and customers. Really?

Industrial Marketing is not Disconnected Tactics

Industrial Marketing Today

Google strategy vs. tactics and you’ll get 4,030,000 hits so there is no sense in me repeating all that here. Many manufacturers and industrial companies are learning some hard lessons these days. Business as usual is not working – referrals are trickling in, if at all and the pipeline of leads is running dry. The old way of hiring away salespeople from the competition with their “ready book of business” is not producing the quick sales they had expected. Next, they try a series of marketing tactics without a strategy or a plan, hoping something will produce results.

Is Your Industrial Website Leaking Leads?

Industrial Marketing Today

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.” If you are sophisticated enough with analytics, you can set up conversion tracking within Google Analytics to get a better handle on where the leads are leaking from your Website. One persistent problem for many manufacturers and industrial companies is the small number of leads generated from their Websites. Now What? ).

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

Such a specific search will most likely be done using a parametric search application on a known vendor’s site or a vertical search engine like GlobalSpec and probably not on Google. Inbound marketing with content has been getting all the attention lately. Consultants and practitioners of “pull” marketing want marketers to abandon “push” marketing because they say it is old school and no longer effective. I too have read all those studies about the how the Internet has permanently changed the industrial buyer’s behavior. agree that there is a lot of truth to all those findings.

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

Website Evaluation Comes Before Site Redesign

Industrial Marketing Today

The two main reasons are 1) Not showing up in Google search results ( SEO – Organic Search Engine Optimization ) and/or 2) Not getting enough qualified leads from the website (Traffic and Conversion). Don’t expect to show up on the first page of Google just because your website has just undergone a redesign. However, you should insist that your industrial website redesign include at least the basic SEO features such as optimized <Title> and <Description> tags, keyword rich H1 and H2 tags, XML and HTML site maps, code for Google Analytics and social sharing options.

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Most Industrial and Manufacturing Websites are Still Stuck in Web 1.0

Industrial Marketing Today

Google it and you’ll find plenty of research studies to back that up. Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating capabilities. That statement may come as a shock to many site owners because they are convinced that sales leads will just roll in because their site includes a toll free number in a big bold font, there are links to the “Contact Us” page everywhere and/or there’s a RFQ form on the site. Really? Try to put this above the fold.

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

Google’s Latest Algorithm Update Raises the Bar for Content Quality

Industrial Marketing Today

Last month, Google announced a change to its search algorithm, called the “Panda” update. This change is primarily designed to cleanse Google’s search results of low-quality content. Most SEO experts expect article directories or “content farms” to be heavily penalized by Google’s algorithm change. How does Google’s algorithm change affect industrial and B2B marketers? How does Google define low-quality content? What can you do to make sure your site is not penalized by Google? Would it be okay if this was in a magazine? Questions along those lines.

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Top 10 Industrial Marketing Posts of 2011

Industrial Marketing Today

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. As we wind down 2011, this is a good time to review all the industrial marketing posts that I have published here and been viewed by you, my readers, during the year. Not all the posts were written in 2011, one was way back from 2008. If there is one important takeaway from this exercise, it is that blog posts live forever and continue to attract traffic long after they have been posted.

Making Your Industrial Website Be All It Can Be

Industrial Marketing Today

Plenty as it turns out. 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).”. 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. Carter (he was awarded the Outstanding Civilian Service Award for his efforts) when he was with N. W.

Subscribers to Free Content are NOT Leads

Industrial Marketing Today

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). 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. That is good advice and it is a proven tactic for inbound marketing. However, I do have a problem with classifying these new subscribers as leads. Timeframe.

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Is Mobile Marketing Right for Industrial Companies?

Industrial Marketing Today

You can easily get good data from your Google Analytics. Here’s how: Log into your Google Analytics. The current buzz about mobile marketing is probably second only to the hype surrounding social media. There is a good reason for industrial marketers to seriously consider and/or revisit their mobile marketing strategies. Consider these research findings: International Data Corp (IDC) predicts that the global mobile workforce will increase to over 1 billion workers in 2011, totaling 30% of the workforce worldwide. In the United States, numbers are still higher. Voilà!

Industrial E-mail Marketing: Use Application Notes to Engage Engineers

Industrial Marketing Today

See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence.”. E-mail marketing to in-house lists is the most popular marketing channel for reaching engineers and industrial professionals. This was one of the findings in a recent study published by GlobalSpec. You can download the full study from here. Email content that appeals to engineers.

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Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence” ). E-mail marketing to a house list continues to be the top marketing channel for many industrial companies and manufacturers according to Trends in Industrial Marketing 2011 from GlobalSpec. However, that doesn’t necessarily mean that industrial marketers are very happy with the results. Keeping e-mails relevant has become the key factor in proving their worth in industrial marketing. mail List Hygiene. Check any rented list against your house list. Better Segmentation, More Relevance.

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Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

Google was the number one non-vendor site used to do product research and the reason cited most often was that industrial marketers have improved their search strategies and are now more capable of returning relevant results. As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. receive valuable firsthand feedback on what this audience wants and needs from their digital marketing initiatives. Yup, social media does work in the industrial sector, sometimes. It is definitely worth it.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Google “lead nurturing” and you’ll get back 81,900 results. 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?

How to Coax Content Out of Engineers

Industrial Marketing Today

To write optimized copy, you have to strike a good balance between the needs of your human readers and the search engines bots (Google Gods). Keeping a steady flow of content coming out of engineers and in-house technical experts is a challenge. You know your work is cut out for you if you are a Content or a Marcom Manager at an engineering or manufacturing company. Engineers are known to be passive participants when it comes to generating marketing and social media content of any kind. Reporting – Ask plenty of questions just like a good investigative reporter would.

3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites

Industrial Marketing Today

Most people know about the free Google’s Keyword Tool and use it to do their keyword research. For example, the search term “industrial valves” yields 2,180,000 pages in Google. It is rumored that Google and other major search engine algorithms now give more weightage to off-site factors like inbound links and social bookmarking. with your family. Now, back to work. Bad idea!

?Tis the Season for Website Redesigns: 7 Lessons Learned from Redesigning Industrial Websites

Industrial Marketing Today

At the very minimum, the free Google Analytics code should be installed on your web pages. Don’t be fooled into thinking that Google Analytics is not very capable just because it is free. See Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence. A New Year and a new website mean new leads and sales opportunities. That’s what most businesses wish for during the Holiday Season. website redesign is a common marketing kick off in Q1 for many manufacturers, industrial and engineering companies. See Is Your Industrial Website Still Just a Business Card?

Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence

Industrial Marketing Today

He was already using Google Analytics (GA) to monitor his Web site. Google will lump visitors to your site who clicked on a link in your email under Direct Traffic. This is also where Google will report visitors who used bookmarks or who typed your website’s URL into their browser. The solution that I felt would best suit my client’s needs required adding Google Analytics to his emails. If you visit Google’s blog on Google Analytics , you will find lots of tips on tracking email campaigns. How to add Google Analytics to Benchmark emails.

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5 Things Industrial Marketers Must Do to Attract Engineers and.

Industrial Marketing Today

You need to move beyond the free Google Custom Search tool for websites. 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. So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it. Don’t!

Using E-mail Marketing for Lead Generation

Industrial Marketing Today

For step by step instructions on how to add Google Analytics (Free) to your emails, head over to my post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence.”. Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. This usually means sending out a bi-weekly or a monthly email newsletter. It has been my experience within the industrial sector that these companies rarely use email marketing proactively for lead generation. To me, those contacts are prospects and not leads.

5 Most Popular Industrial Marketing Blog Posts from 2010

Industrial Marketing Today

from my Google Analytics, the number of inbound links received, retweets and other social sharing. 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. This is the time of the year when most of us tend to reflect upon the year that is coming to an end and look forward to the coming year with renewed hope. hope you’ll get some value and practical help from reading or rereading these articles.

Is Content Curation an Easy Way for Content Marketers to Do More.

Industrial Marketing Today

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. I hit the mother lode! Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less? All Rights Reserved.

Why Your Sales Funnel May Run Dry Without a Business Blog

Industrial Marketing Today

Business blogs help marketers generate more sales leads by: Rapidly growing the number of pages indexed by Google and other search engines. The content on your business blog is unique and different from your Web site content which increases the number of keywords for which you can achieve high rankings in Google and other search engines. Happy New Year! The answer is a resounding yes.

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

The good news is that you can use a free tool like Google Analytics to get a very good handle on your customer engagement. Let’s see how Google Analytics can help you do just that. These statistics are easily and readily available from your dashboard in Google Analytics. It is measured by using Event Tracking in Google Analytics. You can read his entire blog post here.

Is Your Industrial Website Still Just a Business Card?

Industrial Marketing Today

Install site analytics, the free Google Analytics is a good start. Home Marketing Matters About Contact B2B Marketing Store Company Website Is Your Industrial Website Still Just a Business Card? Why should you care about your company’s website? Probably the best reason I’ve read is by Linda Rigano, Executive Director of Strategic Services at ThomasNet. Audit your existing content. Resource

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

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. have even read statistics where Facebook is now drawing more visitors than Google. Is SEO a DiY (do-it-yourself) job? And yes, it does cost money. However, they do have a strong influence.