Industrial Marketing Today

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Industrial Website Redesign: Content Before Design

Industrial Marketing Today

My “Spidey Sense” is heightened whenever I hear the other person say something like “We need to [.] Around this time of the year, I get more calls and emails about redesigning industrial websites. This of course is very good news for my industrial marketing business but there is usually something missing that makes me cautious. The post Industrial Website Redesign: Content Before Design 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.

Industrial Marketing for Engaging with Engineers

Industrial Marketing Today

Those two statements are based on my personal experience of working with and marketing to engineers for the past 25+ years. I’m a Mechanical Engineer myself and passionate about marketing. It’s a myth that engineers hate marketing. What they definitely don’t want is more meaningless marketing fluff. Over the years I’ve met and worked with [.] The post Industrial Marketing for Engaging with Engineers 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.

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

Even though other marketing tactics like in-person events and webinars are still seen as the most effective tactics, this year blogs registered a 45% increase in “perceived effectiveness” as compared to the study done in 2010. ( See chart below ). Then have that person edit the content into compelling blog posts. That’s not the only good news for blogs.

Content Marketing for Engineers

Industrial Marketing Today

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.” Call it P2P (Person-to-Person) marketing if you will. I’ll go out on a limb and state that content marketing for engineers is different. And I agree that at the end of the day, marketing to engineers is still all about communicating with people. However, to engage with engineers and address their needs (WIIFM), your marketing content needs to have a different flavor of storytelling. know it’s Emerson again.

Staffing and Launching Your Content Marketing Program

The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.

Industrial Blogs and Their Benefits-Challenge Duality

Industrial Marketing Today

Report on your personal experiences and observations at a recent trade show. Blogging is proving to be just as as paradoxical for industrial companies as the wave–particle duality in quantum physics. However, they are struggling with the challenge of creating engaging content for their industrial blogs. The problem of creating content and blogging is not limited to industrial companies.

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

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. 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. Marketing keeps you in sales.”

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

Industrial Marketing Today

Let me explain by using my personal experience. I’ve had people call me and start the conversation by saying, “We’ve spent a lot of money on a site redesign but it hasn’t produced any leads. 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. What went wrong? What is a content BOM?

Do You Believe in Industrial Websites?

Industrial Marketing Today

Appoint an internal point person who understands your website needs and will be the project manager. Just like the classic ’60s hit song “Do You Believe in Magic?” by The Lovin’ Spoonful, I am wondering if manufacturers and industrial companies believe in their industrial websites. I am not so sure manufacturing companies are fully convinced that their website is a real sales tool. My doubts stem from some of the things that I hear in my regular conversations with these companies. We spent a lot of money on SEO and PPC programs but our site hasn’t generated good quality leads.

Industrial Content Marketing is Not Just for SEO

Industrial Marketing Today

If you have such a person on your staff, value and appreciate their contributions to sales and hang on to him/her. 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? Because search engines don’t convert into customers, people do.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

Over the years, they’ve relied heavily on their personal contacts, business networks, sales reps and traditional outbound marketing to generate new leads and sales. Scenario #3: It is not uncommon in smaller industrial companies for the entire marketing department to consist of one person. Many industrial companies and manufacturers struggle with content marketing. Scenario #1: Founders of most small to mid-sized manufacturing and fabrication shops are hands-on people who have built their businesses from the ground up. Assimilate all that knowledge.

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.

Industrial Marketing is not Disconnected Tactics

Industrial Marketing Today

If you don’t have the time for the nitty-gritty details, then delegate it to someone who you trust and give that person the authority to act on your behalf. 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. Yes, there is a big difference between strategy and tactics.

Manufacturers Need Lead Management to Close the RFQ Gap

Industrial Marketing Today

It is important to understand that a good lead nurturing program is NOT the same as an automated drip email marketing program or picking up the phone and telling the other person that “you are calling to touch base.” Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them. Your RFQ can be easily derailed without this critical step.

Is Your Industrial Website Leaking Leads?

Industrial Marketing Today

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.” 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. It is quite likely, that your industrial Website is attracting enough traffic but suffers from poor conversion. In short, you may have a leaky industrial Website. See my earlier post, You’ve Got Traffic. Now What? ).

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

It does require someone/team from the company to moderate the forum to prevent abusive language, personal attacks and outright SPAM. Blogging and mainstream social media sites like LinkedIn, Facebook, Twitter and YouTube get all the attention these days. What about good ol’ community forums? Community forums have been around a lot longer than the newer social media channels. See chart).

Content Marketing 2016: Staffing, Measurement, and Effectiveness

of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

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

The first tool is the Product Analysis Worksheet from the book Personal Selling: An Interactive Approach by Ronald Marks, Ph.D., 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. They want a quarter-inch hole.&# of Tiecas, Inc.

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

They provide examples of how the target audience behaves in their personal lives where they TiVo through commercials, use caller ID to ignore telemarketing calls, direct mail pieces go straight to trash and of course, nobody ever reads a newspaper or a trade magazine anymore. These relationships are built over time and require a more personal face-to-face interaction. Use Variable Data Printing (VDP) and database marketing services to create highly relevant and personalized direct mail campaigns. Add Personalized URLs (PURLs) to drive people to specific landing pages.

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

A business blog is an important and integral component of inbound marketing. While there are plenty of business blogs from B2B marketing consultants (including this one), industry portals and vertical search engines, there aren’t too many from manufacturers and industrial companies. They need to see verifiable results and not just screen shots in our online portfolios. Results: 2.7

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

process of creating advocates — people who have a personal story or expert perspective to share. Citations@forrester.com or +1 866-367-7378 7 Focus On People, Not Companies, To Increase Advocate Engagement › More personally engaged customer relationships. personally rewarding deepens relationships without the manpower that manual processes require. engage with peers. offerings.

Content is the Foundation of Good Relationship Marketing

Industrial Marketing Today

Relationship Marketing or Personalized Marketing as some marketers like to call it, recognizes the life-time value of a customer rather than focusing on quick sales transactions. Customers in turn get 24/7 access via a secure online portal to personalized content such as: Detailed and critical cradle-to-grave records of every valve installed at their plant. Ergo, highly personalized and relevant content will build strong long-term customer relationships. This usually involves providing them with highly personalized and relevant content at each step. Think again!

Subscribers to Free Content are NOT Leads

Industrial Marketing Today

It will give you the opportunity to interact with them at a more personal level than just passive reading of a white paper on their part. 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. They are prospects by my definition. Some of them may even be your competition. Timeframe.

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Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

Then comes the silence because they are having trouble connecting the dots between inbound marketing and sales. I can’t help but think that the person at the other end is silently telling me, “Show Me the Money!” 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.

Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

Personalized Content. Even though it is more complex than standard HTML e-mails, dynamic content is well worth it as it creates highly personalized emails with information, offers and calls-to-action that very closely match the subscriber’s needs. 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. mail List Hygiene. You cannot ignore it completely.

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Content Marketing Playbook: Strategy and Roadmap

person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. 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. years prior.

More Manufacturers Are Using Videos For Content Marketing

Industrial Marketing Today

In-person events: 71% effectiveness (64% usage). 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. 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%). Tyco Flow Control.

Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

Social media continues to show low adoption and usage among these control and automation professionals – Twitter and Facebook garnered only 1% each for weekly work related usage and as high as 62% of the people said they never use them (personal or work), LinkedIn faired a little better at 4% weekly work related usage, Blogs and Podcasts also suffered from poor showing at 4% and 5% respectively for weekly work related usage, those that did use Podcasts, preferred the on-demand kind. Yup, social media does work in the industrial sector, sometimes. Digital marketing trends in 2011.

How an Industrial Distributor Uses Content Marketing Effectively

Industrial Marketing Today

You can even save your personalized list for future reference. These are all B2C online shopping experiences that their visitors are very familiar with in their personal lives. Websites of most industrial distributors follow the same basic format – the focus is on their product line card. You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. In other words, the online content is very product-centric. It is rare to find explicit calls to action (C2A) on these sites. Grainger, Inc. Need to create a bulk order?

Boost Email Relevancy With Dynamic Content

Industrial Marketing Today

The solution – use dynamic content to boost relevancy of your emails and make them highly personalized in order to truly engage with your audience of engineering, technical and industrial professionals. Email marketing has been a staple of industrial marketing for a long time. However, many of these marketers are now experiencing declining open and click through rates. With all the buzz about social media, blogs and RSS feeds, are email marketing and eNewsletters dead? Not so fast! IMO, they are and will continue to be very useful provided your content is relevant.

Content Methodology: A Best Practices Report

stories per person • Total attention time • Total people • Total social actions • Avg. 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. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.

Manufacturer Successfully Uses a B2C Online Marketing Tactic

Industrial Marketing Today

This manufacturer offers an extension of a familiar personal online experience to improve and increase visitor engagement. I’m sure by now you’ve read or heard enough about how the lines are merging between Business-to-Business (B2B) and Business-to-Consumer (B2C) marketing. Some have even called B2B marketing obsolete in this day and age. Whether you agree or not is a topic for another day. IMO, the decision making process is more complex and there are many more stakeholders involved in industrial and B2B purchases but it still boils down to people doing business with people.

Engaging Content that Solves and Sells

Industrial Marketing Today

After doing all the heavy lifting, engineers can personalize their online content by saving designs, tracking samples and orders (see bottom circle). As all good content marketers know, engaging marketing content moves the needle. It persuades readers to take action and guides them along in their sales cycle in a logical manner. National Semiconductor Corp. billion of sales in 2010.

Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

Marketing automation is good at supporting a self-service model that B2B buyers are accustomed to from their personal online experiences. 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? Let’s take a closer look at both. How manufacturers are marketing today.

B2B 9

Using E-mail Marketing for Lead Generation

Industrial Marketing Today

Automatically triggered emails (personalized and customized) based on certain events, dates and/or rules will make the entire process function 24/7 without manual intervention. 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. Here I am not referring to new subscribers to newsletters and free content.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

Influence: This is a measure of the likelihood of a person recommending your company or brand. 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. These metrics are all linked to 10 stages in Sopheon’s sales process. Resources

Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

The first type uses a self-serve model and is typically completed in the very first sales interaction, be it in person or online. know for me, as the SOLE sales person for my company, digital marketing and social media is not “killing&# the need for face to face meetings with clients; but I do think it is perhaps minimizing the number of meetings, and speeding up the sales cycle.

Is Your Industrial Website Still Just a Business Card?

Industrial Marketing Today

Then you’d put that person in front of the audience and check with them.” 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.

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

Industrial Marketing Today

Rohit may be the first person to have coined the term “content curator.” 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.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Use social media selectively to engage with your target audience in a more personal way and humanize an otherwise impersonal interaction that is purely transactional. Most CEOs of manufacturing, engineering and technical companies do not believe in the value of brand building and consider it the domain of consumer marketing (B2C). Branding is an expense item like the rest of marketing.

42.92 μs: 657.0 ns, 25.28 μs, 143.0 ns 331.2 ms: 431.6 μs, 5.096 ms, 325.0 ms