Industrial Marketing Today

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Content Industrial Buyers Want from Supplier Websites

Industrial Marketing Today

Manufacturers and industrial companies have shifted more of their marketing dollars to digital marketing channels for a very good reason. 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.]. Content Marketing Industrial Marketing industrial website redesign website content

Lead Generation for Industrial Companies is a Process not a Campaign

Industrial Marketing Today

Buyers are looking for information online and interacting with sales people on […] The post Lead Generation for Industrial Companies is a Process not a Campaign by Achinta Mitra appeared first on Industrial Marketing Today. I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation.

Marketing to Engineers Requires Accurate and Truthful Content Presented Logically

Industrial Marketing Today

They are actively looking for reliable information about advancements […] The post Marketing to Engineers Requires Accurate and Truthful Content Presented Logically by Achinta Mitra appeared first on Industrial Marketing Today. Engineers regardless of their experience are concerned with keeping their skills current and their technology knowledge up to date.

Content Marketing for Industrial Companies – Authenticity is Mission Critical

Industrial Marketing Today

Today’s industrial buyers are far better informed and using deceptive marketing practices won’t get [.] Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long time. The post Content Marketing for Industrial Companies – Authenticity is Mission Critical 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.

Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.

Manufacturing Infographics for Content Marketing

Industrial Marketing Today

Infographics, short for information graphics are hot right now. Does your design communicate the information clearly? It seems everyone is creating one these days. Infographics have been around for a while and are used to communicate complex concepts visually and easily. If done right, they can be very effective in content marketing for manufacturers and industrial companies.

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

For example, a site visitor with a very high level of activity (several pages visited including pricing information, downloaded white papers, and viewed online demos) would score high on engagement. phone call or progressive landing pages may be needed to unearth this additional information. A lead is a lead, right? Depends – are you in marketing or in sales? Defining qualified leads.

Why a Content BOM is Crucial to a Successful Industrial Web Design

Industrial Marketing Today

What kind of content will educate your customers and help them make an informed buying decision (Move away from price). Content BOM is not a typo in my headline. Read on…. I am amazed how often I find that creating content is an afterthought for people who are considering an industrial web design (more commonly a site redesign). Somehow, they assume the web designer will take care of content creation and the cost is included in their proposal for designing the site. Beyond the initial “looks nice” reaction, the new site doesn’t produce the results that were promised and expected.

Digital Marketing Can Increase Industrial Sales

Industrial Marketing Today

However, the way potential buyers look for information has. Only 22% of companies surveyed still follow the traditional RFP path, 78% are narrowing the field long before the RFP process, by conducting anonymous web research and relying on information from peers and others via social media venues ( Source: SiriusDecisions ). I don’t want to open a can of worms here by taking sides on whether the Internet has killed the industrial sales job or not. Make sure your digital content focuses on helping them make an informed decision while moving the needle for you.

Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

Myth: We want our site visitors to call our sales team for more information. “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. I 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.

Industrial Content Marketing is Not Just for SEO

Industrial Marketing Today

We don’t want to give away free information. 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). 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. Why do I say that? See my post, “You’ve Got Traffic.

Industrial Content Marketing with Purpose

Industrial Marketing Today

Your content must convince the reader of the value exchange before they’ll part with their contact information in exchange for your offer. In my last post, I talked about using content to convert website traffic into leads and customers. In this post, I want to continue with a similar theme and talk about why your content marketing must have a purpose. With the abundance of content available on the Internet these days, it is difficult to rise above the noise and get noticed. See Content Marketing: Think Like a Publisher, Act Like an Investor ). What am I talking about?

The Real Value of Content Marketing for Industrial Companies

Industrial Marketing Today

The EPC company relies on its field service people to provide vital information about your equipment’s reliability, ease of maintenance and availability of spare parts. In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. Upper management and key decision makers are skeptical about inbound marketing with content being able to generate qualified leads and set the table for sales.

Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. Convert articles into short informative slides and post them on social sharing networks like SlideShare to reach a wider audience. Are you an in-house marketer or a consultant tasked with promoting engineering services? Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. By default, many engineering services companies resort to bragging about themselves on their Websites. Moore

Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

Industrial Marketing is not Disconnected Tactics

Industrial Marketing Today

When that doesn’t work, they turn to the Internet in search of information on how to do industrial marketing on a shoestring budget. Information is free on the Internet but proven expertise isn’t. 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. Measure, refine and repeat.

Create a Content Series for Industrial Marketing

Industrial Marketing Today

Put these higher value content behind simple sign-up forms for lead generation (Readers are more likely to part with their contact information if they find value in your blog posts). Happy New Year! This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. The question – what do we write about? The answer – create a content series. Just like popular TV serials, you want to create a series of short blog posts that revolve around a common theme. Fresh Content = Better SEO.

Is Your Industrial Website Leaking Leads?

Industrial Marketing Today

While making your contact information very visible on your site is a good idea, it is not very effective in converting site traffic into named contacts or leads. It sounds simple enough, after all most manufacturers have lots of product information posted on their sites. One persistent problem for many manufacturers and industrial companies is the small number of leads generated from their Websites. By default, they assume that the issue is the lack of traffic because of poor SEO. In short, you may have a leaky industrial Website. See my earlier post, You’ve Got Traffic.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

If you are the Sales & Marketing Director or the Marketing Specialist in one of these companies, you need to: Sift through the volumes of online information about content marketing. Many industrial companies and manufacturers struggle with content marketing. It is not because marketers and decision-makers in these organizations don’t understand the value of inbound marketing but implementing an effective content marketing strategy is proving to be quite a challenge for them. Assimilate all that knowledge. Present it to the owner(s) in bite-size chunks of actionable items.

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. Achieving those two objectives are difficult enough, now add to that the constant pressure of having to lower the cost per lead at the same time.

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

They know what they need and are looking at vendor sites for specific information. Borrow some of inbound marketing’s analytical tools to provide more granular information to your sales force before they make the calls so they can engage with prospects in a more consultative manner rather than posturing and prospecting. Don’t deliberately leave out relevant information from your website in the hope of forcing the visitor to call your inside sales people. Inbound marketing with content has been getting all the attention lately. Use dynamic content in your email marketing.

Most Industrial and Manufacturing Websites are Still Stuck in Web 1.0

Industrial Marketing Today

Technical articles, white papers and case studies would require basic registration information – name, company name and email address. Subsequent content such as online demos, samples, product configurators and webinars should ask for more information (progressive profiling). It is worthwhile pursuing these strategies to convert informational Websites into robust lead generators. Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Really? Do they need help finding the right part number?

Innovative Uses of QR Codes by the AEC Industry

Industrial Marketing Today

Construction signage: Signage at job sites is a great place to put a QR code which can include full contact information and meet safety regulations by auto-dialing emergency phone numbers. began using the bar-code technology to help contractors and government workers access information on buildings. With the new QR-coded building permits, two sets of information can be accessed on smartphones from the county’s building services permit center. They have found practical applications of QR codes and are not using them simply because it is the mobile marketing tactic du jour.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

Tactics: 73 blogs that target niches of long-tail phrases; content generated by in-house experts and not written by outside vendors; detailed bio and contact information on each blogger; a big ass button for “ Learn More – Email author ;” good use of videos from YouTube embedded within the posts and the use of every imaginable social media option. Exhibit #2: Indium Corporation Blogs.

Content – The Biggest Hurdle in Digital Marketing for Manufacturers

Industrial Marketing Today

Their call to action was asking site visitors to call the toll-free number in order to get the latest information. Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Yet, many of these industrial companies are struggling to implement digital marketing because of  lack of relevant content. At first glance, that may sound like an oversimplification of a bigger problem. talk to small and mid-sized manufacturers on a regular basis. This is not a new problem. Please feel free to add them here.

Don’t Let Lack of Content Stop You from Blogging

Industrial Marketing Today

The same repurposing and compilation tactic can be used with other existing content such as engineering data, performance characteristics charts and regulatory compliance information. Expand on those points in your blog post(s) to convince your readers that is worthwhile for them to give up their contact information in exchange for the full white paper. agree. There is!

FAQ 26

Cool Stuff Manufactured in America

Industrial Marketing Today

You will find lots of useful information on their site and if you like, you can join and get involved. I’ve selected three for this post because they are about small manufacturers in the US. In the spirit of Thanksgiving later this week, this post is my way of giving thanks to those manufacturers who still believe in the value of “Made in America.”. Manufacturing has been a bright spot for a while now in our economic recovery despite the anemic growth and sporadic hiring. Some of these manufacturers are family-owned and operated and have been around for decades. Alfred J.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

They must help marketing create content that the target audience will find relevant in educating, informing and moving them to take action. In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. I see heads nodding in face-to-face meetings or hear plenty of “Uh-huhs” on the phone when I talk about the benefits of inbound marketing. just like in the movie Jerry Maguire. Bruce A. Instead, salespeople want opportunities. ”. That in my opinion is job #1 for inbound marketing.

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

Industrial Marketing Today

Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers. He/she is inundated with business plans, presentations and proposals but only a chosen few get called back for more in-depth information. Become the go-to source of information related to your niche and build thought leadership. Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

Thank you for a very informative post. What I do want to talk about here is the how and not the why of you should translate your features into tangible benefits if you want your marketing content to engage with prospects and convert them into customers. Another often-quoted marketing lesson is from Theodore Levitt who once told his M.B.A. They want a quarter-inch hole.&# All Rights Reserved.

How Landing Pages Can Make or Break Lead Generation Campaigns

Industrial Marketing Today

It is up to your landing page to reinforce the value of the offer and convince visitors to part with their precious contact information. Think people don’t lie when filling out their information on a landing page? Crappy and outright false information from your visitors have a direct impact on the quality of leads that you capture. What is a landing page? Think again.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Content is the Foundation of Good Relationship Marketing

Industrial Marketing Today

Add value to them with every visit to your site and/or download and help them make a more informed decision. Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. Many of them will also tell you that the bulk of their new business comes from repeat customers. It makes perfect sense then to put a good deal of effort into nurturing new leads and building strong relationships in order to convert them into loyal customers. Here’s a quote from billionaire industrialist H. Think again!

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

Industrial Marketing Today

Your content has helped them make a more informed decision. 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. ”. Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Let’s switch gears for a moment and think of it from a sales point of view. What does lead nurturing do for sales? Builds trusting relationships with permission. Are you beginning to see the similarities?

Retrofitting Blogs and Converting Industrial Websites into Blog Sites

Industrial Marketing Today

After sampling your content, your blog readers are more likely to download the complete article/white paper in exchange for their contact information (lead generation). 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. They all want to either add a blog to their static industrial websites or convert them into dynamic blog sites. 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

42% of engineers and specifiers said they couldn’t find complete and detailed product or capabilities information on suppliers’ websites ( Source: ThomasNet’s Industry Market Barometer™ ). Provide easy access to infrequently used but critical information such as safety measures and precautions that  must be followed in the field and/or the plant in emergency situations. Create a blog written by your in-house experts to provide bite-sized information on the latest developments, new applications and field problems and their solutions. Security. Compliance. and globally.