Industrial Marketing Today

Unique Challenges in Manufacturing Content Marketing

Industrial Marketing Today

Manufacturing content marketing has its own challenges and frustrations as many industrial marketers have experienced. I touched on some of them in my last post about writing technical blog posts. While the age-old problem of “What should we write about?”

Writing Technical Blog Posts for Engineers and Industrial Professionals

Industrial Marketing Today

Writing technical blog posts is not the most popular topic of discussion for many manufacturers and engineering companies. In my experience, industrial blogging is an underused content marketing tactic for many of these companies.

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How Industrial Marketing Strategy Must Change to Fill Pipelines Again

Industrial Marketing Today

Your industrial marketing strategy may have changed recently because of the coronavirus. I don’t think manufacturers have much of a choice because the pandemic has negatively impacted their sales pipelines. There is no getting around that fact.

Why Industrial Marketing Plans and Strategy Must Go Together

Industrial Marketing Today

I’ve had many conversations about creating industrial marketing plans that start something like this, “Can you create an industrial marketing plan for us?” My answer: “Of course I can.” However, I find there is a disconnect in many of these conversations with manufacturers and engineering companies.

Adapting Your Industrial Content Marketing Strategy for COVID-19

Industrial Marketing Today

Industrial content marketing strategy needs adjusting and fine-tuning to adapt to changes during this unprecedented time of COVID-19. Life and business as we know them have changed significantly.

Industrial Blogs are Essential in Lead Generation

Industrial Marketing Today

Industrial blogs are not often talked about by manufacturers when it comes to lead generation. They tend to brush it off as too time consuming and/or not very effective. They are not completely wrong about their complaints, but don’t be too quick to discard industrial blogging.

Technical Content Creation for Manufacturing Marketing

Industrial Marketing Today

The original post %Technical Content Creation for Manufacturing Marketing% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. Technical content creation is a big challenge for manufacturing marketers of all sizes.

Is Your Industrial Website Ready for Business After the Coronavirus Pandemic?

Industrial Marketing Today

Will your industrial website still meet the needs of engineers and industrial buyers when the coronavirus pandemic is over, whenever that is? In my last post, I talked about adapting your industrial content marketing strategy for COVID-19.

Content Marketing for Manufacturers: Are You Using its Full Power?

Industrial Marketing Today

The original post %Content Marketing for Manufacturers: Are You Using its Full Power?% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.

5 Critical Components of a Successful Website Design for Manufacturers

Industrial Marketing Today

Creating a successful website design for manufacturers takes careful planning, a deep understanding of how engineers and industrial buyers make decisions and a lot of hard work. These have nothing do with the aesthetics of the site.

How Industrial Distributors Can Use Content Marketing

Industrial Marketing Today

Content marketing for industrial distributors can be very challenging. The biggest problem I’ve seen is that there is very little differentiation between distributors serving the same niche.

Industrial Buyers – Their Preferences and How to Market to Them

Industrial Marketing Today

Understanding the mindset of industrial buyers is important if you market to engineers and technical professionals. There are plenty of research reports published on buyer personas and the buying habits of consumers, but they focus mainly on B2C marketing.

Why Email Marketing for Manufacturers is the Cornerstone of Industrial Marketing

Industrial Marketing Today

The original post %Why Email Marketing for Manufacturers is the Cornerstone of Industrial Marketing% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. Email marketing for manufacturers continues to perform well, but there are some serious challenges to overcome.

Industrial Website Redesign and Content Marketing Strategy are Connected

Industrial Marketing Today

An industrial website redesign is a major undertaking. It is not something that you should do on a whim or expect to launch a new site in a few weeks.

Marketing to Millennial Engineers

Industrial Marketing Today

Marketing to millennial engineers requires a deep understanding of the age differences among the engineering workforce. I have talked about this in the past and it was also a key talking point of my presentation at the Industrial Marketing Summit, Content Marketing World 2019.

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Industrial Marketing Budgeting and Planning

Industrial Marketing Today

Industrial marketing budgeting and planning activities pick up at this time of the year. As they say, “?Tis Tis the Season.” Things begin to get very hectic as we go deeper into Q4 and it becomes harder to get people together as they start to take time off for the Holidays. Are you in the midst.

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The Importance of Industrial Email Marketing for Targeting Engineers

Industrial Marketing Today

Industrial email marketing is and should be an important component of your content marketing strategy when targeting engineers and technical professionals. I’m sure you’ve heard or read about email marketing being replaced by social media.

Manufacturing Content Marketing Can Be Confusing and Difficult

Industrial Marketing Today

I regularly receive email inquiries from industrial companies needing help with their manufacturing content marketing. These people are on the right track for wanting to use manufacturing content marketing for generating better quality leads that turn into sales opportunities.

Industrial Lead Generation for Sales – It’s Complicated!

Industrial Marketing Today

Industrial lead generation is the lifeline for manufacturers, distributors and engineering companies when it comes to accelerating their pipelines and growing sales. However, turning new leads into sales is not straightforward or simple. Just like the hit movie, it’s complicated! There are many reasons for the failure of industrial lead generation to convert into wins … Industrial Lead Generation for Sales – It’s Complicated!

Unique Challenges of Manufacturing Content Marketing in 2019

Industrial Marketing Today

I just finished reading the Manufacturing Content Marketing 2019—Benchmarks, Budgets, and Trends report published by the Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec.

Industrial Blogging – An Underutilized Content Marketing Tactic

Industrial Marketing Today

Industrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients. Probably the most common complaint I hear is, “We’ve been blogging for a while but haven’t seen any tangible results (leads, sales opportunities etc.).”

Industrial Email Marketing for Targeting Engineers in Long and Complex Sales Cycles

Industrial Marketing Today

Industrial email marketing doesn’t get as much respect as it deserves. I’ve read articles where people have claimed that email marketing is dead thanks to social media. That is simply not true when it comes to industrial marketing.

The State of Manufacturing Content Marketing 2020

Industrial Marketing Today

The original post %The State of Manufacturing Content Marketing 2020% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. Manufacturing content marketing has come a long way since it is early years. There are many positive trends as seen in the latest research report, Manufacturing Content Marketing 2020, Benchmarks, Budgets, and Trends published by the Content Marketing Institute. Yet, challenges remain as the survey shows and the reality that I see with my manufacturing.

Measuring ROI of Industrial Content Marketing is Difficult

Industrial Marketing Today

Manufacturers, distributors and engineering companies are finding it difficult to accurately measure the ROI of their industrial content marketing efforts. Only 44% of manufacturing content marketers report their organization measures content marketing ROI. Source: Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs and sponsored by IEEE GlobalSpec).

Have Concerns About Inbound Marketing for Manufacturers?

Industrial Marketing Today

Conversations about inbound marketing for manufacturers invariably leads to several questions and/or concerns. I do spend quite a bit of time educating my prospects and clients about inbound marketing. I’ve published several articles on inbound and industrial content marketing in the past. Just do a search here or select it from the Categories to find … Have Concerns About Inbound Marketing for Manufacturers? Read More » The post Have Concerns About Inbound Marketing for Manufacturers?

Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

Industrial Marketing Today

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers.

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial Marketing Today

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience.

Making Email the Cornerstone of Industrial Content Marketing

Industrial Marketing Today

You may think email marketing is dead or passé with all the talk about social media. However, that is far from the reality that I see every day, working with manufacturers and engineering companies, especially when it comes to industrial content marketing.

Industrial Content Marketing that Engages Engineers

Industrial Marketing Today

When it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it.

Proving ROI of Industrial Content Marketing is Still a Big Challenge

Industrial Marketing Today

Congratulations if your 2018 industrial content marketing budget increased or at least didn’t get cut. You are in good company. 38% of respondents from the 2018 Manufacturing Content Marketing Trends—North America survey expect their manufacturing content marketing spending to increase this year and another 46% expect it to remain the same as last year.

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Digital Marketing for Manufacturers: Making a Business Case

Industrial Marketing Today

Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company. Sales are slow; you need to do something right now to make the phones ring.

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BANT May Not Work in Qualifying Leads for Industrial Sales

Industrial Marketing Today

Sales people have been using BANT (Budget, Authority, Needs, and Timing/Timeframe) criteria to qualify leads and prospects for a long time ever since IBM first coined that acronym.

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Lead Generation for Industrial Companies is a Process not a Campaign

Industrial Marketing Today

I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation. That mode of thinking is outdated and simply doesn’t work today where you are dealing with mostly invisible and self-directed industrial buyers.

Content Marketing for Industrial Companies – Is There Content Overload?

Industrial Marketing Today

There was a time not too long ago when manufacturers and industrial companies were blamed for being slow adopters of content marketing. Have we progressed from that to too much content in just a few short years?

Email Marketing for Manufacturers and Industrial Companies

Industrial Marketing Today

Email marketing often gets a bad rap because most people are fed up with the deluge of promotional emails they receive every day. That is the same reaction I got from a client who is an industrial distributor when I spoke to him about email marketing.

Happy Holidays and Looking Forward to 2019

Industrial Marketing Today

As 2018 comes to an end, I’d like to thank all of you for being regular readers of my blog. Some of you have taken our relationship to the next level by becoming new clients. I truly appreciate your confidence and the loyalty of all my existing clients.

Most Industrial Websites Miss the Mark

Industrial Marketing Today

I don’t know of any manufacturer or industrial company that doesn’t want their website to generate more leads and grow sales. Do you? Yet, most supplier websites are failing to meet the buyer’s expectations. And that has nothing to do with industrial website design.