Industrial Marketing Today

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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.].

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

74% of B2B content marketers reported using Twitter followed closely by LinkedIn (71%), Facebook (70%) and YouTube (56%). I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing. That’s not the only good news for blogs.

Content Marketing for Engineers

Industrial Marketing Today

If you are on LinkedIn, head over to either the ASME (American Society of Mechanical Engineers) or the SME (Society of Manufacturing Engineers) groups and do a search for skills shortage. I’ll go out on a limb and state that content marketing for engineers is different. Yes, I do get it that the lines between work and personal lives have blurred thanks to today’s hyper-connected world where everybody is always “On.” And I agree that at the end of the day, marketing to engineers is still all about communicating with people. Call it P2P (Person-to-Person) marketing if you will.

The More Industrial Marketing Changes, the More it Stays the Same

Industrial Marketing Today

73% of the respondents use LinkedIn, 55% use Facebook and 40% use Twitter However, only 17% of these companies are satisfied with their social media efforts. I’m not trying to be clever or facetious with my headline. That’s one of the findings from a survey done by GlobalSpec during the first quarter of 2012. This chart from the same report will illustrate my point.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Organic Paid 1 2 3 4 5 6 7 FACEBOOK INSTAGRAM PINTEREST SNAPCHAT EMAIL EMAIL FACEBOOK TWITTER LINKEDIN OUTBRAIN/PINTEREST INSTAGRAM TABOOLA PAID AND ORGANIC CONTENT. In a bit of an upset, Twitter conquered LinkedIn in. analysis, LinkedIn is a more worthwhile channel for. Twitter’s average CPC hovers around. $1, while LinkedIn is a more premium service, offering. little.

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

From BtoB LinkedIn group ). 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 ). They are accustomed to customers calling them for RFQs/RFPs. Marketing keeps you in sales.”

Industrial Companies Underuse the One Social Media Tactic with Proven ROI

Industrial Marketing Today

It is a lot easier to set up free Twitter, Facebook and LinkedIn accounts and use them to promote products and announce new ones. Drive traffic back to your industrial blog by using popular social channels like Twitter, Facebook and LinkedIn to announce new posts. Social media usage by industrial companies has received some coverage lately. I’ve read two different survey studies about how companies within the industrial sector use or plan to use social media. Depending on which study you read, the results can be confusing. third of those companies posted frequently to their blogs.”

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

Blogging and mainstream social media sites like LinkedIn, Facebook, Twitter and YouTube get all the attention these days. Instead, consider starting a group on LinkedIn with a focus on your niche. What about good ol’ community forums? Community forums have been around a lot longer than the newer social media channels. See chart). This kind of market intel is invaluable.

Small Manufacturers Use Social Media Effectively

Industrial Marketing Today

Many engineers, specifiers, users and buyers of industrial products regularly use social media in their personal lives but work-related usage is limited among this audience. I’ve read a few articles and blog posts about how some manufacturers are using Twitter, LinkedIn and Facebook to listen, engage and market to their customers. Social media still remains a mystery to many manufacturers and industrial companies even though there is an abundance of evidence of its success in general B2B marketing. However, these have been from other industrial marketing consultants like me.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.” I’m not disputing that nor am I making a new revelation.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing. Share your thoughts by leaving a comment. Resource

Content Methodology: A Best Practices Report

Twitter, Facebook, Snapchat, LinkedIn, etc.) • Combination of link. Outbrain, Facebook, LinkedIn, etc.) • Paid promotion of. industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, LinkedIn, Cisco, ad and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. Definition II.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question by Achinta Mitra on June 12, 2010 in Industrial Marketing Strategies , Sales Strategies , Website Design & Development Do you show prices on your B2B website? Have you struggled to answer that question? Why do we need prices on B2B websites?

Industrial Blogs for Lead Generation Using Inbound Marketing

Industrial Marketing Today

Here’s more proof that blogs do generate leads; the same study found that nearly three in five respondents had acquired a customer through a company blog or LinkedIn (the best performing social media channel for B2B). If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads. Source: HubSpot). Why is it so important?

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Typically, that means understanding the prospect’s pain and then offering a solution for relief. Sounds simple, right? But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services. In short, this is good, practical and actionable stuff and not some marketing theory. of Tiecas, Inc.

More Manufacturers Are Using Videos For Content Marketing

Industrial Marketing Today

Even though social media (Facebook, Twitter and LinkedIn) adoption is lower among industrial marketers, YouTube usage by manufacturers (50%) is higher than other B2B marketers (38%). According to a new report released by the Content Marketing Institute, manufacturers have some of the highest adoption rates for content marketing tactics as compared to other industries. Videos (48%) are the preferred content format over other digital tactics (podcasts, virtual conferences and e-books) by a wide margin. Sure enough, there are plenty of videos posted there by manufacturers.

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Evangelizing a Content Marketing Program

than ever—from recommendation widgets like Out- brain and Taboola to hyper-targeting on Facebook, LinkedIn, and Twitter to emerging experimental options. 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. Introduction 4 II. Marriott, then 76.

Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

BTW, I found out about the study from a discussion posted on a LinkedIn group called Automation & Control Engineering. 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. This study has eliminated that problem by comparing the values over a four year period. Digital marketing trends in 2011.

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. In this post, I’m going to focus on content for the early stages of the buy cycle. All Rights Reserved. Resource

Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? Consultative selling is one of the recommended ways and that requires us to sharpen our listening and creative problem solving skills. That is why the headline “The Creativity Crisis” in a recent article from Newsweek caught my attention.

B2B Lead Generation Using a Business Blog

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Lead Generation Using a Business Blog by Achinta Mitra on September 20, 2010 in B2B Lead Generation , Industrial Marketing Blog In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers. The focus here is definitely on quantity. How do you drive more traffic? Resource

Marketing Technology: 3 Solutions You Can't Live Without

like Twitter, Facebook and LinkedIn, even in the B2B world. The LinkedIn Lead Accelerator is a much more mature ad retargeting solution that. While it provides very advanced functionality, LinkedIn Lead Accelerator is only worthwhile. Take a minute to think about what you do each day. and what you need to be effective in your role. Now consider how much of. While these changes.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” What is effective content marketing? of Tiecas, Inc.

Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

Social media accounts like Twitter, Facebook and LinkedIn are free to set up. If you believe everything you read (and lately there’s been a lot) about marketing automation, you’d think it is the killer app to solve all your lead generation problems. Then there are scores of B2B marketers who swear by inbound marketing as the path to lead generation nirvana. How do you separate hype from reality, especially when it comes to industrial marketing? Are we comparing apples to oranges when we talk about marketing automation versus inbound marketing? Let’s take a closer look at both.

5 Things Industrial Marketers Must Do to Attract Engineers and.

Industrial Marketing Today

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. Having a search function on your website is no longer an option, it is a requirement. Don’t!

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Using Content to Move Prospects Forward in the Sales Cycle by Achinta Mitra on May 5, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Sales Strategies We often think of online content as the text on a web or blog page. white paper would fit the bill nicely here.

Content Marketing Playbook: Strategy and Roadmap

stalwarts like Facebook, Twitter, and LinkedIn to emerg- ing platforms such as Instagram, Pinterest, and Tumblr. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. years prior.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006. And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. The old email marketing strategy of batch and blast or spray and pray is no longer effective. Share your ideas here. Resources

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The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website The Twofold Benefit of Optimizing Marketing Content by Achinta Mitra on August 17, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Search Engine Optimization (SEO) Online optimization is usually associated with natural or organic search engine optimization (SEO). Resources

Optimizing Your WordPress Business Blog

Industrial Marketing Today

However, none of that can happen until you drive lots of interested traffic to your business blog. Optimizing (SEO) your business blog is critical because it allows your target audience to find you in search engines and attract traffic. An invisible blog doesn’t draw a crowd and neither will you have the opportunity to engage with them. However, you can do it too with some help. of Tiecas, Inc.

SEO 5

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

With the rising popularity of social media in B2B marketing, it is now more a method of tracking your friends or fans on Facebook, LinkedIn and/or Twitter. However, accurately defining and measuring customer engagement in complex business or industrial sales is still elusive. The most simplistic approach to evaluating customer engagement is to measure conversion rates. All Rights Reserved.

Staffing and Launching Your Content Marketing Program

on each of our primary distribution channels (email, Facebook, Twitter, LinkedIn, and Google+). ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. 200,000 readers.

The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. Johnson (GPJ). The New Rules of Engagement: CMOs Rethink Their Marketing Mix is based on a survey of 314 marketing executives at companies with more than $500 million in annual revenue. Robert G. Vallee Jr., All Rights Reserved.

Top 10 Clichés to Avoid in B2B Marketing Content

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Top 10 Clichés to Avoid in B2B Marketing Content by Achinta Mitra on May 18, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies You can find plenty of clichés used (overused?) in B2B marketing content. The use of buzzwords or clichés in B2B marketing content is not a new trend. Resources

The Role of B2B Marketing is Shifting from Lead Generation to.

Industrial Marketing Today

Despite all the hype surrounding social media in B2B marketing, 50% of the marketers said they didn’t blog, 49% don’t use Twitter and 25% don’t use LinkedIn. Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics. However, the role of B2B marketers is changing and evolving more into revenue generation. How has your role changed?

Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Have Digital Marketing and Social Media Killed the Industrial Sales Job? by Achinta Mitra on September 27, 2010 in Industrial Marketing Strategies , Industrial Websites , Sales Strategies , Social Media Marketing Remember the very first music video ever played on MTV? Solution: Curate content and make it easily searchable.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. 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. They expect content to be relevant, easy to find, and mobile- friendly. Look for.

Is Your Industrial Website Still Just a Business Card?

Industrial Marketing Today

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. She said, “Treat your website as if you were hiring a six-figure salesperson. Audit your existing content.

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

Instead of thinking of Facebook, LinkedIn and Twitter as lead generators, use them to increase awareness and drive traffic to your website. Today, technical buyers and engineers expect suppliers to have a substantial online presence with a website packed with relevant content in a variety of formats and easily searchable. Is SEO a DiY (do-it-yourself) job? And yes, it does cost money.

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

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less? Heck, even MS Word kept flagging curation as a misspelled word. Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while. So curated content is not something new. What is content curation? of Tiecas, Inc.

Social Media with Email Marketing – is it the Super Combo?

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Social Media with Email Marketing – is it the Super Combo? This long time staple has become the Rodney “No Respect&# Dangerfield of B2B and industrial marketing. I’ve read several articles about the impending death of email marketing because of the steady decline in open and click-through rates (CTR). See charts below).

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B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. 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. They expect content to be relevant, easy to find, and mobile- friendly. Look for.

Don't Count on Marketing Automation to Solve All Your Lead.

Industrial Marketing Today

Of course, Marketing Automation alone cannot live up to those hyped up expectations and has to take the brunt of the blame. That is unfortunate because Marketing Automation software is a very useful tool and in my opinion, a necessity these days. However, B2B and/or industrial marketers must learn to use it correctly in order to harness its true power. Or do we need to show a verifiable ROI?