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

Marketing Engineering Services with Content

Industrial Marketing Today

Marketing engineering services is very different from marketing industrial products. The biggest difference is that you are selling an intangible concept as versus a physical product. The final deliverable in engineering services may be a written report but it is still not the same as selling a motor or a pump. This is only a content summary.

Understanding the Age Gap is Important in Digital Marketing for Industrial Companies

Industrial Marketing Today

If you are using digital marketing (You are, arent you?) to market your industrial company, its products and services, then you need to understand the importance of the age gap and its impact on digital media usage. Im sure you have read many of the dire headlines about the critical skills gap in the industrial [.] The post Understanding the Age Gap is Important in Digital Marketing for Industrial Companies 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.

3 Online Content Tips for Industrial Distributors to Differentiate Themselves

Industrial Marketing Today

This is particularly challenging for distributors because the competition in their niche carries the same products. Almost every industrial distributor that I talk to, both clients and new prospects struggle with one key problem – differentiating themselves. Visit any distributor’s site in any industry and you’ll find their line cards read pretty much the same. [.] The post 3 Online Content Tips for Industrial Distributors to Differentiate Themselves by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

Link building is easier too and adding links to product pages deep within your site will seem more natural when they are part of the text within your posts. Video production is one area where I have found more manufacturers opting for DiY videos to avoid the high cost of outsourced production. This report is chock full of statistics and graphs about B2B content marketing.

How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers

Industrial Marketing Today

Design wins lead to prototype and production orders. They can move up the value chain by offering CAD/CAM related services to OEMs that are always looking for ways to reduce production costs and shorten the time to market their products. Download my 7 Content Marketing Tactics for Marketing Industrial Products white paper to learn more about using downloadable CAD files as one of the industrial content marketing tactics to move leads forward in their buying cycle. There are several benefits to offering 3D CAD models and 2D CAD drawings on an industrial website.

Content Marketing for Engineers

Industrial Marketing Today

Here is a brilliant example of humanizing an industrial product with a healthy dose of humor. 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. Adding a human element into the content makes it even more compelling to your engineering audience.

Industrial Blogs and Their Benefits-Challenge Duality

Industrial Marketing Today

It is difficult for these companies to shift their mindset to think like “publishers” when their entire library of content is strictly product-focused. Pull key points out of Product Selection Guides and make them into short blog posts. Invite customers to post their experiences using your products (Be prepared for the good, bad and the ugly). think you get the point.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I.

E-commerce: An Important Channel for Industrial Sales

Industrial Marketing Today

Manufacturers have used e-commerce to sell components, spare parts and off the shelf industrial products for a long time. Build-to-order features and the ability to custom configure products with different options, trims, materials and operating conditions. Volvo Construction Equipment – Online sales and rentals of their entire range of products from Articulated Trucks to Waste Handlers. Their Web site, launched in 1995, offers complete online commerce capabilities along with 24/7 instant access to a broad-based, multimillion dollar product inventory. igus® Inc.

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Buyers can easily find information about your products and that of your competition from their online research. They know the “why” but are having a difficult time figuring out “how” publishing content will help them sell more of their industrial products. Sooner or later you’ll slip back into talking about you and your products. Online product configurators. Valve sizing programs.

Why Industrial News Releases Make Good Blog Posts

Industrial Marketing Today

Press or news releases about industrial products have been and still are very popular. They work because the content is mainly about features that help engineers specify these industrial products. [.]. 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 Collateral Business Blogs Content Marketing Inbound Marketing Industrial Blogs Industrial Marketing Blogging News Rleases Press Rleases

Manufacturing Infographics for Content Marketing

Industrial Marketing Today

For top of the funnel content, infographics are very effective because of their focus on educating the reader rather than being product-centric. Videos that are non-product oriented. Infographics, short for information graphics are hot right now. It seems everyone is creating one these days. Infographics fit the bill the perfectly for this purpose. Infographics. Infotaining” stuff.

Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.

How Mobile Technology Helps Component Manufacturers Make Their Printed Catalogs More Productive

Industrial Marketing Today

Component manufacturers are keenly aware of the fact that design engineers must first specify their components or parts before purchasing can place an order. These manufacturers have relied on their [.]. 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 Inbound Marketing Industrial Marketing 2D CAD drawings 3D Models content assets eCatalogs Industrial and manufacturing marketing

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. Inbound Marketing Industrial Lead Generation Industrial Marketing Strategies Measurement & Tracking Sales Strategies industrial lead generation Industrial Marketing Marketing industrial productsHowever, 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.

Industrial Marketing Company Celebrates 25 Years in Business

Industrial Marketing Today

That was the impetus for me to quit my management job with an oil country tubular goods (OCTG) manufacturer and take the plunge into starting my own business. I owe a big debt of gratitude to the late, great Steve Jobs and his innovative products. learned my business in the early years by doing production work for other ad agencies and printers around town.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

It also includes downloadable whitepapers, eBooks, product datasheets, application notes, technical articles, how-to and best practices guides, FAQs, videos, webinars, podcasts, presentation slides, blog posts and content for use in social media. Myth: Our customers are only interested in product specs and datasheets. have to quickly shift into my explaining mode right after that.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Digital Marketing Can Increase Industrial Sales

Industrial Marketing Today

There are many ways that digital marketing can help industrial companies make their consultative selling process more productive. On the contrary, I am saying that a good digital marketing strategy will make your salespeople more productive by engaging with fully qualified leads where conversations lead to RFQs/RFPs and more wins. Call it digital marketing or inbound marketing with content , the fact is marketing is now playing a much more active role in complex industrial sales. The industrial buy cycle has not changed. However, the way potential buyers look for information has.

Blogs and Social Marketing in the Upstream Oil & Gas Industry

Industrial Marketing Today

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. Even though the companies that operate in this sector are well-known global brands, they are not exactly forward thinking online marketers who use business blogs and social media regularly. Twitter: Tweets with #shale.

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

Industrial Marketing Today

Wikipedia defines it as “A bill of materials (sometimes bill of material or BOM) is a list of the raw materials, sub-assemblies, intermediate assemblies, sub-components, components, parts and the quantities of each needed to manufacture an end product.”. I’ve used the term content BOM because many of my readers are from manufacturing, engineering and industrial companies. To manufacture an industrial product, you need a complete BOM. Content BOM is not a typo in my headline. What went wrong? The short answer – no content BOM (Bill Of Materials). What is a content BOM?

When the Going Gets Tough, B2B Marketers…

Industrial Marketing Today

These regional manufacturing expos are billed as “serious working shows” because OEMS attending one of these shoes often find multiple sources to take a project from concept or prototype to finished product quickly and at competitive prices. This allows them to address cost issues, along with design and quality issues, and to get quality products to market faster at a lower cost.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Do You Believe in Industrial Websites?

Industrial Marketing Today

Your industrial website must be a true reflection of your company, its products and services. I am not suggesting that you dive right into a site redesign or spend a bunch of money and expect the site to magically produce results. Get together with your sales team, channel partners, product engineers and sales support people. My doubts stem from some of the things that I hear in my regular conversations with these companies. Here are a few actual sound bites: We are still using our first website that was created by our president’s 23-year old son-in-law.

Industrial Content Marketing is Not Just for SEO

Industrial Marketing Today

agree that SEO is a very important goal of content marketing; after all, your website needs to be found by the right people when they are searching for industrial products and services that you provide. 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). Why do I say that? See my post, “You’ve Got Traffic. Now What?”.

Industrial Content Marketing with Purpose

Industrial Marketing Today

If all you do with your content marketing is to promote your company’s industrial products, you are likely to be disappointed. 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?

Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. He said, “…marketing services is very different from marketing products. Are you an in-house marketer or a consultant tasked with promoting engineering services? By default, many engineering services companies resort to bragging about themselves on their Websites. There is very little to differentiate one from another. Moor

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

You’ve Got Traffic. Now What?

Industrial Marketing Today

Don’t assume that detailed product features are sufficient to move the needle. Get found early and often in search engines, attract traffic that is relevant to your industrial products and services, and the content will persuade them to take action. 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?

The Real Value of Content Marketing for Industrial Companies

Industrial Marketing Today

They are the specifiers of your product. 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. According to them, that has always been a job done by sales and not marketing. Your customer is an OEM/Fabricator.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

Repurposing existing product collateral and breathing new life into them (See my post, How Manufacturers can Resurrect Product Content from the Dead Zone ). Regardless of the situation you are in, your number one job as an industrial marketer is to help sell more of your company’s products and services. 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.

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. 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. Here’s one example of the confusion that I’m referring to. Blogging is a proven social media channel and yet, industrial companies seem to severely under utilize this proven social media tactic.

Industrial Marketing is not Disconnected Tactics

Industrial Marketing Today

Marketing for these industrial companies has always been a sales support function — put together a PowerPoint presentation for the next sales meeting, create a few posters for an upcoming tradeshow or make the product catalog look “pretty.” It is very difficult for them to change this mindset and think of an industrial marketing strategy before implementing tactics. 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.

Manufacturers Need Lead Management to Close the RFQ Gap

Industrial Marketing Today

have to politely disagree with them because “activity is not the same as productivity.” It is not an easy sell for me to change this mindset. talk about how the job of inbound marketing does not end with lead generation but extends into setting the table for sales so they can be more productive. 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. To most of these decision makers winning new business is strictly a numbers game.