Industrial Marketing Today

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.

Lead Generation for Industrial Companies is a Process not a Campaign

Industrial Marketing Today

Buyers are looking for information online and interacting with sales people on […] The post Lead Generation for Industrial Companies is a Process not a Campaign by Achinta Mitra appeared first on Industrial Marketing Today.

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Marketing to Engineers Requires Accurate and Truthful Content Presented Logically

Industrial Marketing Today

They are actively looking for reliable information about advancements […] The post Marketing to Engineers Requires Accurate and Truthful Content Presented Logically by Achinta Mitra appeared first on Industrial Marketing Today.

Content Marketing for Industrial Companies – Authenticity is Mission Critical

Industrial Marketing Today

Today’s industrial buyers are far better informed and using deceptive marketing practices won’t get [.] Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long time.

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

These videos may lack the slick, studio quality but the informal approach seems to work well with the target audience. I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI).

Manufacturing Infographics for Content Marketing

Industrial Marketing Today

Infographics, short for information graphics are hot right now. Does your design communicate the information clearly? It seems everyone is creating one these days. Infographics have been around for a while and are used to communicate complex concepts visually and easily.

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

Industrial Marketing Today

What kind of content will educate your customers and help them make an informed buying decision (Move away from price). 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.

Digital Marketing Can Increase Industrial Sales

Industrial Marketing Today

However, the way potential buyers look for information has. Only 22% of companies surveyed still follow the traditional RFP path, 78% are narrowing the field long before the RFP process, by conducting anonymous web research and relying on information from peers and others via social media venues ( Source: SiriusDecisions ). Make sure your digital content focuses on helping them make an informed decision while moving the needle for you.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

Myth: We want our site visitors to call our sales team for more information. “We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs.

Industrial Content Marketing is Not Just for SEO

Industrial Marketing Today

We don’t want to give away free information. 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).

Industrial Content Marketing with Purpose

Industrial Marketing Today

Your content must convince the reader of the value exchange before they’ll part with their contact information in exchange for your offer. 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.

The Real Value of Content Marketing for Industrial Companies

Industrial Marketing Today

The EPC company relies on its field service people to provide vital information about your equipment’s reliability, ease of maintenance and availability of spare parts. 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.

Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. Convert articles into short informative slides and post them on social sharing networks like SlideShare to reach a wider audience. Are you an in-house marketer or a consultant tasked with promoting engineering services? Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products.

Industrial Marketing is not Disconnected Tactics

Industrial Marketing Today

When that doesn’t work, they turn to the Internet in search of information on how to do industrial marketing on a shoestring budget. Information is free on the Internet but proven expertise isn’t. 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.

Create a Content Series for Industrial Marketing

Industrial Marketing Today

Put these higher value content behind simple sign-up forms for lead generation (Readers are more likely to part with their contact information if they find value in your blog posts). Happy New Year! This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. The question – what do we write about? The answer – create a content series.

Is Your Industrial Website Leaking Leads?

Industrial Marketing Today

While making your contact information very visible on your site is a good idea, it is not very effective in converting site traffic into named contacts or leads. It sounds simple enough, after all most manufacturers have lots of product information posted on their sites. 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.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

If you are the Sales & Marketing Director or the Marketing Specialist in one of these companies, you need to: Sift through the volumes of online information about content marketing. Many industrial companies and manufacturers struggle with content marketing. It is not because marketers and decision-makers in these organizations don’t understand the value of inbound marketing but implementing an effective content marketing strategy is proving to be quite a challenge for them.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

In creating informational, educational and actionable content in the form of white papers and webinars, marketers can effectively lure early-stage buyers into their sales pipeline. “By

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

They know what they need and are looking at vendor sites for specific information. Borrow some of inbound marketing’s analytical tools to provide more granular information to your sales force before they make the calls so they can engage with prospects in a more consultative manner rather than posturing and prospecting. Don’t deliberately leave out relevant information from your website in the hope of forcing the visitor to call your inside sales people.

Most Industrial and Manufacturing Websites are Still Stuck in Web 1.0

Industrial Marketing Today

Technical articles, white papers and case studies would require basic registration information – name, company name and email address. Subsequent content such as online demos, samples, product configurators and webinars should ask for more information (progressive profiling). It is worthwhile pursuing these strategies to convert informational Websites into robust lead generators.

Innovative Uses of QR Codes by the AEC Industry

Industrial Marketing Today

Construction signage: Signage at job sites is a great place to put a QR code which can include full contact information and meet safety regulations by auto-dialing emergency phone numbers. began using the bar-code technology to help contractors and government workers access information on buildings. With the new QR-coded building permits, two sets of information can be accessed on smartphones from the county’s building services permit center.

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.

Content – The Biggest Hurdle in Digital Marketing for Manufacturers

Industrial Marketing Today

Their call to action was asking site visitors to call the toll-free number in order to get the latest information. Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content. At first glance, that may sound like an oversimplification of a bigger problem.

Don’t Let Lack of Content Stop You from Blogging

Industrial Marketing Today

The same repurposing and compilation tactic can be used with other existing content such as engineering data, performance characteristics charts and regulatory compliance information.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

Thank you for a very informative post.

Cool Stuff Manufactured in America

Industrial Marketing Today

You will find lots of useful information on their site and if you like, you can join and get involved. In the spirit of Thanksgiving later this week, this post is my way of giving thanks to those manufacturers who still believe in the value of “Made in America.”. Manufacturing has been a bright spot for a while now in our economic recovery despite the anemic growth and sporadic hiring.

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

Industrial Marketing Today

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. He/she is inundated with business plans, presentations and proposals but only a chosen few get called back for more in-depth information. Become the go-to source of information related to your niche and build thought leadership.

Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

They must help marketing create content that the target audience will find relevant in educating, informing and moving them to take action. 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.

How Landing Pages Can Make or Break Lead Generation Campaigns

Industrial Marketing Today

It is up to your landing page to reinforce the value of the offer and convince visitors to part with their precious contact information. Think people don’t lie when filling out their information on a landing page?

Content is the Foundation of Good Relationship Marketing

Industrial Marketing Today

Add value to them with every visit to your site and/or download and help them make a more informed decision. Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. Many of them will also tell you that the bulk of their new business comes from repeat customers.

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

Industrial Marketing Today

Your content has helped them make a more informed decision. 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. ”. Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Let’s switch gears for a moment and think of it from a sales point of view.

Retrofitting Blogs and Converting Industrial Websites into Blog Sites

Industrial Marketing Today

After sampling your content, your blog readers are more likely to download the complete article/white paper in exchange for their contact information (lead generation). 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

42% of engineers and specifiers said they couldn’t find complete and detailed product or capabilities information on suppliers’ websites ( Source: ThomasNet’s Industry Market Barometer™ ). Provide easy access to infrequently used but critical information such as safety measures and precautions that must be followed in the field and/or the plant in emergency situations.

Industrial Blog Sites Revisited

Industrial Marketing Today

They are beginning to look beyond a static informational website and are now seriously focusing on developing a more robust online presence for attracting qualified traffic, generating higher quality leads and positioning themselves as thought leaders in their respective niches. The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers.

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Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Lead scoring should be done using a combination of BANT (Budget, Authority, Need and Timeframe) and behavioral information (site interactions). 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.

Industrial Blogs for Lead Generation Using Inbound Marketing

Industrial Marketing Today

Site visitors from your blog are more receptive to giving up their contact information in exchange for more valuable content that is locked behind registration forms on your Website.

Google’s Latest Algorithm Update Raises the Bar for Content Quality

Industrial Marketing Today

Stick with “white hat” SEO tactics – ones that will genuinely attempt to provide useful and relevant information to your human readers in response to their search queries (See my earlier post, “3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites” ). 80% of the information (content) that is developed inside companies is about their customers. Last month, Google announced a change to its search algorithm, called the “Panda” update.

Content Marketing Delivers Lead Insight to Sales

Industrial Marketing Today

Sales people are better able to identify “hot” leads and opportunities when they have access to buyer behavior information. It is true that industrial buyers are more in charge of the buying process today than ever before. Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

So there is no dearth of information about it. 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.

Is Mobile Marketing Right for Industrial Companies?

Industrial Marketing Today

You’ll find a wealth of information right at your finger tips. Here’s the link to the article “Information Wants to Be Everywhere.”. The current buzz about mobile marketing is probably second only to the hype surrounding social media. There is a good reason for industrial marketers to seriously consider and/or revisit their mobile marketing strategies.