Industrial Marketing Today

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Industrial Marketing Plan: A 3-Phase Approach

Industrial Marketing Today

As an industrial marketing consultant, I’m often asked by clients the best way to approach this important planning task. As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for next year.

What Does a Content Marketing Strategy Mean for Industrial Companies?

Industrial Marketing Today

There are some guidelines and best practices that most professional marketing consultants follow but that doesn’t mean the strategies are cookie cutter plans. You have the best solutions for your customers’ problems! In my experience, option number 3 works the best. I’m sure every time you’ve talked with an industrial marketing consultant about content marketing, you’ve been told that you need to start with a “content marketing strategy.”

Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions

Industrial Marketing Today

These work best for middle of the sales funnel (MoFU). A Value Proposition plays an important role in differentiation, which in turn affects lead generation. Yet, if you read the content on most industrial websites, they tend to sound similar within each industry. Most manufacturers and industrial companies make generic claims that are often copied by their competition and lack validation. How do you rise above the noise when there is so much parity in Value Propositions?

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

The marketing content ideas I have listed here are best suited for the late stages of the buying cycle to move industrial buyers closer to specifying your products in their BOMs and RFQs. 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. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers.

5 Key Aspects of Accurate Marketing Automation System Software Pricing

Don't let price confusion keep you from selecting the best Marketing Automation software for your organization's needs. Simplify your software evaluation process with this free Marketing Automation Systems software pricing guide!

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

Michael Clark, Vice President, Marketing and Public Relations at American Arbitration Association said that the best marketing advice he ever received was “Sales keep you in business. 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.

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.

Do You Believe in Industrial Websites?

Industrial Marketing Today

Even the best marketing efforts are for naught if the website is not optimized (in terms of performance and design) to communicate the “offer” and trigger a “response.”. 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.

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.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

Don’t Let Lack of Content Stop You from Blogging

Industrial Marketing Today

Make the compilation into a “Best Practices Guide” that your blog readers can download by signing up from a landing page on your Website.

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Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Making Your Industrial Website Be All It Can Be

Industrial Marketing Today

Jill Whalen ( @JillWhalen ), a highly regarded SEO expert and the CEO of High Rankings, an SEO Consulting company, had this to say in one of her recent newsletters, “…while your website may already be the best it can be technically for search engines, it’s time to make it the best it can be for your users. Remember the old US Army commercial – “Be All You Can Be?” It was one of the most popular and successful recruiting slogans and the army used it for over twenty years.

Content Marketing: Think Like a Publisher, Act Like an Investor

Industrial Marketing Today

The best way that I can think of bridging that gap is by using a real-life example of a manufacturer that is using content to boost its marketing ROI. Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers. Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers.

How Landing Pages Can Make or Break Lead Generation Campaigns

Industrial Marketing Today

The best description of a landing page that I’ve read is from Copyblogger , “A landing page is the putting green that you drive the ball (prospect) to. Your landing page may be the culprit if your lead generation campaign is performing poorly.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity

Industrial Marketing Today

Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “ B2B Lead Generation without Lead Nurturing is Doomed to Fail. ”. Let’s switch gears for a moment and think of it from a sales point of view. What does lead nurturing do for sales?

Retrofitting Blogs and Converting Industrial Websites into Blog Sites

Industrial Marketing Today

Compile individual posts and comments into a comprehensive white paper or a “Best Practices Guide.” The best way forward is to create some original content and mix in a healthy dose of content curation using the best of human skills and automation techniques. I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. A sure sign of that is the number of conversations that I have had recently with my current clients and new leads.

Website Content Must Address What’s Keeping Engineers up at Night

Industrial Marketing Today

I think Jeffrey Zeldman ( @zeldman ), the renowned web designer and blogger, summed up the problem best when he said, “Content precedes design. A guide for Leak Detection and Repair (LDAR) best practices or Method 21 – Determination of Volatile Organic Compound (VOC) Leaks would be very helpful. Speak to engineers across the board about what keeps them awake at night and you are likely to hear these three words repeatedly: Risk. Security. Compliance.

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Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Visitors who sign up to download your white papers, eBooks and other free content definitely grow your list of contacts but calling them leads without taking the next step is premature at best if not a costly mistake. Sales knows best about demographics and marketing has insights into visitor engagement through web analytics. I’ve heard some of my manufacturing clients call their subscribers free content leads.

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Six Key Steps to Successful Marketing Automation Adoption

With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs Selecting a Marketing Automation platform can be a daunting task.

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).

Build Industrial Websites as Dynamic Blog Sites

Industrial Marketing Today

What if you could combine the best of both these marketing tactics? For most industrial companies and manufacturers, a Website is the centerpiece of their online presence. By now, most industrial marketers are aware of the power of inbound marketing for lead generation. A blog is considered the cornerstone of an effective inbound marketing strategy. I’m talking about creating a blog site with dynamic content instead of a static digital marketing asset.

Content Marketing Delivers Lead Insight to Sales

Industrial Marketing Today

Content marketing or if you prefer, inbound marketing with content brings them qualified sales opportunities to do what they do best – win more deals, build stronger relationships and become a valuable resource. It is true that industrial buyers are more in charge of the buying process today than ever before.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Lead nurturing and its best practices is a vast subject. Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. Source: Marketing Sherpa/ KnowledgeStorm). B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? It is a fact of life that the bulk of your site visitors and/or conversions from landing pages are not ready to buy now.

Manufacturer Successfully Uses a B2C Online Marketing Tactic

Industrial Marketing Today

This PVDF (Polyvinylidene Fluoride) resin system creates an extraordinarily strong chemistry that provides the best performance level and maximizes the ability to combat the detrimental effects of ultraviolet rays, humidity, salt air, acid rain and pollution. 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.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

The best example of an expertise blog that I know of is the Emerson Process Experts blog moderated by Jim Cahill. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

How an Industrial Distributor Uses Content Marketing Effectively

Industrial Marketing Today

You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. Websites of most industrial distributors follow the same basic format – the focus is on their product line card. In other words, the online content is very product-centric. 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.

More Manufacturers Are Using Videos For Content Marketing

Industrial Marketing Today

Even though Web traffic is rated as the highest measurement criteria (58%), only 28% of manufacturers listed SEO rankings as a measurement tactic and only 22% listed inbound links – two of the best ways to drive online web traffic and build brand awareness. 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.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Industrial Content Reengineering for Improving WIFM Relevance

Industrial Marketing Today

And the best part of this strategy is that it can be executed without creating any new content. Tweet The challenge for many industrial marketers is making their content relevant to their prospects and customers. Industrial sales cycles are usually several months long and involve numerous people in different roles. Identifying where a prospect is on the buying cycle is sometimes difficult because there are long periods of silence with little to no online activity to track.

Why More Engineers Ought to be in Sales and Marketing

Industrial Marketing Today

Covey, the author of the best-selling book, The Seven Habits of Highly Effective People. In most manufacturing and industrial companies, engineering, sales and marketing operate in their own silos, barely acknowledging each other’s existence. The disconnect is strong and distinct. As clichéd as this may sound, it seems Engineers are from Mars, Marketers are from Venus. I feel I am qualified to talk about this problem because I am an engineer who makes a living as an industrial marketer.

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3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites

Industrial Marketing Today

There are paid keyword research tools like Wordtracker that can automate many of the steps involved in keyword research and are capable of providing you with highly sophisticated analysis to select those keywords and phrases that will produce the best results for your Website.

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

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

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Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

Fiberglass absorbed sound the best but wouldn’t be safe. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

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

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

5 Things Industrial Marketers Must Do to Attract Engineers and.

Industrial Marketing Today

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” It must help your customers make the best use of their purchase.

5 Most Popular Industrial Marketing Blog Posts from 2010

Industrial Marketing Today

December is also a popular time for bands and musicians to release their “Best of” compilations, bloggers like to summarize their best posts and publishers publish their own “Top XX” lists. We’re almost at the end of the year and you made it. Congratulations! 2010 has been another tough year for the industrial sector but I’m encouraged by all the good news that I’ve heard throughout the year about a modest rebound in U.S. manufacturing.