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.

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.

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

Industrial Marketing Today

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. If you are using digital marketing (You are, arent you?) 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.

What Does a Content Marketing Strategy Mean for Industrial Companies?

Industrial Marketing Today

It should help you shift the focus from writing about your products and services to how you help your customers solve their challenges. 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.” That’s very good advice but what does it really mean if you are on the other side of the table and are responsible for marketing your industrial company?

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

Industrial Content Marketing is NOT New

Industrial Marketing Today

Product Releases have been a staple of [.]. Manufacturers and industrial companies have been using content marketing for a long time whether they know it or not. What do I mean? 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

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.].

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. Online product configurators.

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. Post unbiased product reviews (Distributors).

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.

P2P 74

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

I 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 products

Industrial Marketing Company Celebrates 25 Years in Business

Industrial Marketing Today

I owe a big debt of gratitude to the late, great Steve Jobs and his innovative products. I learned my business in the early years by doing production work for other ad agencies and printers around town. April 2012 marks a milestone for my industrial marketing company Tiecas, Inc.

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. The company’s products range from $50,000 to $20,000 and are all sold online.

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.

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.

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.”. To manufacture an industrial product, you need a complete BOM. Content BOM is not a typo in my headline. Read on….

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.

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.

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.

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

Industrial Content Marketing is Not Just for SEO

Industrial Marketing Today

I 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.

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.

Do You Believe in Industrial Websites?

Industrial Marketing Today

Your industrial website must be a true reflection of your company, its products and services. Get together with your sales team, channel partners, product engineers and sales support people. 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.

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.

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?

Manufacturers Need Lead Management to Close the RFQ Gap

Industrial Marketing Today

I have to politely disagree with them because “activity is not the same as productivity.” I 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.

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.

Manufacturers Use Evaluation Kits for Effective Lead Nurturing

Industrial Marketing Today

They are not quite sure what if anything they can create beyond case studies, product data sheets and application notes. This lead nurturing strategy is very effective because you save your customers valuable time in finding the right parts and speeding up their design, testing and new product introductions. This is a key consideration for your customers and you because design wins lead to RFQs and production orders.

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.

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.” 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

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. It is quite likely, that your industrial Website is attracting enough traffic but suffers from poor conversion. In short, you may have a leaky industrial Website.

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.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

All this sounds great for content marketers but if you are a manufacturer or a distributor, you don’t want to be a content publisher, you want to sell more of your industrial products.

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

Community members ask questions relevant to their needs, seek answers from others like them, users express their opinions and experiences with your industrial products, teach and learn from one another.

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

These buyers are not looking to engage, they want complete product specifications. Inbound marketing requires prospects to be actively searching for products and solutions. Engineers usually refer to a list of approved vendors when they need to source industrial products. Inbound marketing with content has been getting all the attention lately.

Most Industrial and Manufacturing Websites are Still Stuck in Web 1.0

Industrial Marketing Today

This can be a static button throughout the site but should pop open when a visitor has been on a product’s page for 30 to 40 seconds. You can make this content ungated (doesn’t require registration) to help visitors specify your products long after their first visit. For example, product catalogs, datasheets and application notes can be ungated. Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to.

Innovative Uses of QR Codes by the AEC Industry

Industrial Marketing Today

Architects, engineers, contractors, building owners, developers and municipalities are all using them to improve productivity and gain a marketing edge. Product comparisons: Consumers often use side-by-side comparisons of multiple products before making a purchase decision. The same idea has been carried over with QR codes to help Architects compare building products sitting in a warehouse somewhere to what they see at a job site.

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

Indium Corporation is a developer, manufacturer, and supplier of specialty alloys, solder products and solder paste. times increase in registration of community members; double-digit growth in paid subscriptions for their SaaS product RapidResponse and a BtoB Social Media Awards 2010 winner.

Content – The Biggest Hurdle in Digital Marketing for Manufacturers

Industrial Marketing Today

Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Existing marketing collateral focuses primarily on the company and its products. I have been asked a few times to scan old product datasheets because that’s all that a particular manufacturer had for collateral. Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content.

How Blogs Help Manufacturers Enter New Markets

Industrial Marketing Today

Driving interested visitors to your corporate Website, product and landing pages by weaving in links within your blog posts. The current economy and a global supply chain have forced many manufacturers to reevaluate how they do business these days. Traditional sources of new business – word-of-mouth referrals and repeat business from existing customers have slowed to a trickle for many of these industrial companies.