Industrial Marketing Today

JANUARY 26, 2010

Is it so outdated that you avoid sending prospects and customers to your site? Unless your prospects can find your site when searching in major search engines, you are dead in the water. Search engines love sites with constantly changing fresh content. Provide clear calls to action as to what you want your site visitors to do.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

MARCH 29, 2011

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. Do they need help finding the right part number?

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

JUNE 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website How Lack of Marketing Content Can Derail Your Website Redesign Project by Achinta Mitra on June 3, 2010 in Content Marketing , Industrial Websites , Search Engine Optimization (SEO) , Website Design & Development What comes first – site content or site design?

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

MARCH 23, 2011

This is a major change and there is plenty of buzz on the Internet about the dramatic drop in ranking of some well-known sites. This is a strategy used by many SEO specialists in an attempt to boost the number of external links pointing back to your site. Would you be comfortable giving medicine prescribed by this site to your kids?”.

Content 60

Content SEO CAN-SPAM Buzz 60

Industrial Marketing Today

MARCH 8, 2011

Element14 is a global information portal specifically built for electronic design engineers. The naming of the site is very clever branding in my opinion. If you visit the site, it will become very apparent that a lot of planning, effort and resources went into building this online community. This is not about advertising.”.

Communities 60

Communities Peer-to-peer BtoB Sales Qualified Leads 60

Industrial Marketing Today

APRIL 2, 2012

Infographics, short for information graphics are hot right now. Shareable content increases awareness about your company and drives more traffic back to your site or blog. Can it be posted on various social sharing sites? Does your design communicate the information clearly? It seems everyone is creating one these days.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

MAY 6, 2011

Most important things these professionals want to see on a supplier’s Website – pricing information, even if it is only ballpark estimates, detailed product information (datasheets, manuals, etc.) You can read all the details of the Machine Builder Research and Buying Study 2011 on their web site. It is definitely worth it.

Design 60

Design Work Management Marketing Management Paid Search Agency 60

Industrial Marketing Today

DECEMBER 1, 2011

Site visitors will quickly scan through your content to determine relevance and if they should spend their time reading more. Myth: We want our site visitors to call our sales team for more information. Learn to interpret the data from your site analytics and develop customer personas. Myth: Nobody reads all that content.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

JANUARY 30, 2011

I realize that successful lead generation depends on many factors but the landing page is where your site traffic and email clicks convert into qualified prospects and leads. A landing page in online marketing refers to a page on your site that visitors see (land) after clicking on a link from another page on your site or an email campaign.

Landing Pages 60

Landing Pages Lead Generation Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

AUGUST 20, 2010

Anything you can do to help them find the right information quicker will score big with engineers. Add a link that carries the part number to the shopping cart if you also have an online store or to the RFQ form on your site. Make sure your primary navigation and site pages conform to a familiar user interface.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

JULY 23, 2010

Is your site ready for this shift in expectations or do you need a website redesign? Those punch lines and stereotypes may be amusing but they won’t really help you come up with an effective site redesign. One-size-fits-all site content will not help you engage. To improve engagement, build interaction into your site.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JUNE 12, 2010

There have been many studies done over the years that indicate that price information is the very reason why most B2B buyers visit a vendor’s website. The results from three separate studies confirm this: 61% of engineers surveyed indicated pricing information as one of the primary reasons to visit a vendor’s website.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

JULY 7, 2011

It is rare to find explicit calls to action (C2A) on these sites. The C2A is typically a toll-free number pasted all over the site in a large font. Visit Grainger’s current site and you can immediately see how they’ve transformed their business by using online content marketing strategies. Grainger, Inc.

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

OCTOBER 1, 2011

They agree it helps them get found in search engines early and often, drives hordes of traffic to their site and fills the top of their funnel with qualified leads at a lower cost per lead. They must help marketing create content that the target audience will find relevant in educating, informing and moving them to take action.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

FEBRUARY 7, 2011

You would be hard pressed to tell which site you are on if you blocked out the name and the logo. Every company claims that their success is built on building lasting relationships with their customers yet the sites emphasize their people, their expertise and their engineering capabilities.

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

You would be hard pressed to tell which site you are on if you blocked out the name and the logo. Every company claims that their success is built on building lasting relationships with their customers yet the sites emphasize their people, their expertise and their engineering capabilities.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

AUGUST 26, 2011

They know what they need and are looking at vendor sites for specific information. 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 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

MARCH 17, 2011

Here are some suggestions for repurposing existing content to make them reader-centric while driving lead gen and sales for your company: Drive traffic back to product pages on your site by turning Frequently Asked Questions (FAQs) into individual “how-to” blog posts. Link your post back to the full case studies on your site.

Top of Funnel 60

Top of Funnel FAQ Case Studies Content 60

Industrial Marketing Today

JULY 25, 2011

A manufacturer of pre-engineered metal buildings has taken this popular B2C online marketing tactic and used it to help architects, contractors and commercial building owners make a more informed decision. Anything you can do to increase their comfort level when they visit your site is a big plus.

Tactics 60

Tactics Online Marketing B2B Thought Leadership Merchandising 60

Industrial Marketing Today

NOVEMBER 22, 2011

You will find lots of useful information on their site and if you like, you can join and get involved. During these holidays, I’d much rather talk about the good news instead of Wall Street’s roller coaster ride or the recent failure of the Super Committee.

Youtube 60

Youtube Video Marketing Trends Advertising Channels 60

Industrial Marketing Today

APRIL 3, 2011

Think all it requires is posting a bunch of new content on your site? Add value to them with every visit to your site and/or download and help them make a more informed decision. I am sure not too many of these customers will go price shopping every time they need new valves or spare parts. Think again!

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

MAY 14, 2010

Once they find the correct part number, offer datasheets with performance characteristics, applications and tolerance information, include a way for the visitor to send a quick question to your engineering department and if applicable, add a “buy now” button to take advantage of online sales. Thanks for sharing!

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

JUNE 29, 2010

In the later stages, supplier Web sites and catalogs are the most important information sources. Create an expertise blog to showcase your internal subject matter experts and allow your prospects and site visitors to interact with them directly. Post them to a site like slideshare.net. Copyright © 2010 Tiecas, Inc.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

MAY 26, 2010

By the time buyers reach the Procurement stage, supplier Web sites and catalogs are the most important information sources. Those that drop off the list are often those who did not provide the right level of information to buyers or did not meet some other perceived or real need in the buyer. Copyright © 2010 Tiecas, Inc.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

MAY 5, 2010

Your online content needs to play a much more active role in moving site visitors along in his/her buy decision. Using content or Inbound Marketing , you are able to make that key connection with your prospects by delivering specific content needed in order to make an informed decision. Ardath Albee, CEO of Marketing Interactions, Inc.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

DECEMBER 12, 2010

which Sales knows best and visitor engagement (site activities) for which Marketing has access to analytics and reports. 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.

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

JANUARY 3, 2011

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. Driving warmed up visitors to your corporate Web site or landing pages by weaving in links within your blog posts.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

JUNE 19, 2010

Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. And they use different sources to get their information. Privacy Policy | Site designed by AMAInteractive a div. That is pretty much the mantra of B2B content marketing. In other words, it is time to walk the talk!

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

MAY 21, 2010

Capture visitor information – Implement a method to capture visitor information from your business blog. Install some kind of a sign-up form to capture basic contact information such as name, company name and email address. It has to be a value exchange for people to give up their contact information to you. Resources

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

APRIL 26, 2010

Now, B2B content marketing’s agenda is to educate and inform customers and prospects. Educate, inform and provide value to customers and prospects. Here’s a short but highly informative slide show that explains how to use content effectively as inbound marketing. Privacy Policy | Site designed by AMAInteractive a div.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 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. Your content must convince the reader of the value exchange before they’ll part with their contact information in exchange for your offer. What am I talking about?

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

JULY 14, 2010

Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while. I searched Wikipedia for information but couldn’t find an exact definition. Yes, too many people think curation is nothing but copy & paste or adding a RSS feed to their site. So curated content is not something new.

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

MAY 31, 2010

What is On Site SEO? On-site SEO refers to changes that you can make within the code of your blog. It is a very important part of your on site SEO strategy and you should take the time to customize your title tag for each post and page. Try to use a limited number of outbound links to highly regarded sites.

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

AUGUST 20, 2012

We don’t want to give away free information. We want site visitors to call our sales people who will explain everything. Our in-house subject matter experts (SMEs) know their technical stuff but are not good writers and they don’t have time for marketing.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

MAY 22, 2011

You’ll find a wealth of information right at your finger tips. Next, consider optimizing your site and landing pages for the mobile experience. Here’s the link to the article “Information Wants to Be Everywhere.”. Click on the Visitors tab and then Mobile.

Mobile Marketing 60

Mobile Marketing Paid Search Agency Marketing Analytics Tools Planning 60

Industrial Marketing Today

JUNE 8, 2010

Create and deliver useful information such as white papers, industry research and trends and how-to guides for selecting the right solution provider. Remember your site content needs a good balance between the needs of human readers and those of search engine robots (bots). Privacy Policy | Site designed by AMAInteractive a div.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

JANUARY 3, 2012

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). Post them to a slide sharing site like SlideShare and drive new traffic back to your blog.

Long Tail Marketing 60

Long Tail Marketing Thought Leadership Content Marketing & Strategy 60