Industrial Marketing Today

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.

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. It’s a myth that engineers hate marketing. What they definitely don’t want is more meaningless marketing fluff. I’m a Mechanical Engineer myself and passionate about marketing. 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.

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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. (

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.

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The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

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).

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.

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.

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.

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.

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.

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?

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. 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.

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.,

Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

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.

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.

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. 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.

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.

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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.

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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.

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.

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!

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.

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.

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.

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.

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.

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. I appreciate you sharing your personal experiences.

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?

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.

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?

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.

Successful Industrial Websites Require Part DiY and Part.

Industrial Marketing Today

Success story #3: Consultant specializing in accelerating business growth for global companies Redesigned his business website with personal branding and highlighting his expertise using an online article library.

A Blogging Style to Call Your Own

Industrial Marketing Today

I found a very helpful presentation on blogging styles by Rohit Bhargava , a founding member of the pioneering 360 Digital Influence team at Ogilvy and author of the award winning new marketing book, Personality Not Included.

How to Make Your Business Blog Be All It Can Be

Industrial Marketing Today

I’m assuming you want your business blog to be more than just a personal journal.

7 “Rs” for B2B Marketing Content Planning

Industrial Marketing Today

Re-purpose - The same content can be modified for use with different personas and verticals to increase relevance and personalization rather than relying on general, one-size-fits-all content to meet the needs of a variety of audiences.

The 6 essential rules of a website redesign – Ignore them at your.

Industrial Marketing Today

This is where I personally coach you to solve whatever marketing challenges that are holding your company back. Home Marketing Matters About Contact B2B Marketing Store Company Website The 6 essential rules of a website redesign – Ignore them at your peril by Achinta Mitra on January 26, 2010 in Industrial Websites , Search Engine Optimization (SEO) , Website Design & Development Is you current website an asset or a liability?

Driving Traffic to Your Homepage All the Time May Be a Big Mistake

Industrial Marketing Today

High bounce rate — is the percentage of single-page visits or visits in which the person left your site from the entry page. Home Marketing Matters About Contact B2B Marketing Store Company Website Driving Traffic to Your Homepage All the Time May Be a Big Mistake by Achinta Mitra on October 26, 2009 in Industrial Websites , Website Design & Development You’ve read up on all the traffic generation tactics and optimized your site to rank high on major search engines.

Content Creation Made Easy

Industrial Marketing Today

REVEAL Adding a personal experience helps to humanize your content. Home Marketing Matters About Contact B2B Marketing Store Company Website Content Creation Made Easy by Achinta Mitra on August 24, 2009 in Content Marketing , Industrial Marketing Blog Are you struggling with creating content? If you are not a professional copywriter, coming up with new content regularly can be a difficult task. Most people get writer’s block or their brains freeze up while staring at a blank screen.