6 Screw-ups Industrial Marketers Make Using Marketing Automation

Many industrial marketers are testing the waters of marketing automation & content marketing. Do not make these mistakes.

marketing automaton for industrial# 1-NO PASSION:

As in any endeavor, it certainly helps to have passion if you are to succeed. So it is with marketing automation for industrial marketers.

Marketing automation is one those new shiny objects that attracts so many. Just the phrase, “marketing automation” sounds euphoric to a busy industrial marketer.

Almost without exception, most industrial business owners struggle with marketing in general. They all tell me so. So…when a new strategy includes “marketing automation”, their entrepreneurial brain shifts into overdrive.

The panacea they think it could be…it is not. Continue reading “6 Screw-ups Industrial Marketers Make Using Marketing Automation”

10 Useless Things to Cut from Your (Industrial) Marketing

The industrial internet marketer is overwhelmed by all the new marketing tools & tactics. Here are 10 tactics to avoid.

useless things coverI guess according to Malcolm Gladwell’s popular “10,000-hours rule” I am an expert at web-based industrial marketing. I have easily logged 10,000 hours of experience dating back to 1998…the early days of the web.

I have meet with hundreds of industrial business owners and marketers. At almost every turn, I felt like a burial lot salesman. In most cases, I was dealing with a skeptical crowd.

Industrial marketers continue to be skeptical of all the new marketing opportunities: SEO, responsive web site design, link baiting, digital press releases, content marketing, inbound marketing, micro sites, blogging, analytics, paid search, mobile apps, social media….whheeeww.

They are confused. I don’t blame them. Continue reading “10 Useless Things to Cut from Your (Industrial) Marketing”

What is Keeping Industrial Marketers from Embracing Content Marketing?

FEAR is keeping industrial marketers from embracing content marketing. Are you in that category?

fear is a liarFEAR is the culprit. No doubt.

We recently started a content marketing campaign for a successful industrial manufacturing company. Before we started content marketing we all agreed their brand message needed to be pumped up. This manufacturer is in a competitive and commoditized niche and we all felt that a stronger, more memorable brand theme that could stand out would be a content multiplier.

We worked with a brand specialist and did some heavy duty industrial branding. We developed a brand theme that would be memorable and separate our customer from the “me-too” competitors. I required a brand theme that would not only separate our customer from the competition but also raise the bar internally. I wanted a brand theme that could raise the expectations of the employees and help them understand their company’s uniqueness compared to their competitors.

I believe we succeeded. I would love to share the terrific brand theme we executed, but to protect the innocent it shall remain anonymous.

For our customer, we now had a memorable brand theme that had the potential to extend itself into plant floor, trade show booths, blog posts, videos, e-books, etc. We are ecstatic.

We were just about to deploy new content based on our brilliant new brand theme.

Then we were fired. Continue reading “What is Keeping Industrial Marketers from Embracing Content Marketing?”

6 Misunderstandings Owners Have About SEO & Their Industrial Marketing Strategy

The web & SEO has changed industrial marketing forever. Industrial marketers thought they knew SEO. Not so fast.

industrial marketing strategy marketing optionsMany times even the most astute business leader misses what is really going on right in front of her.

I was in a meeting last week with the President of a very successful B2B manufacturer. She is an engineer, but a very astute marketer as well. Three individuals from her sales & marketing team surrounded her.

SEO was the topic of conversation. All four gave their opinions on the best way to improve site traffic and the number of leads to their web site. Most of their suggestions were wrong. Not because they are stupid, just that the rules of the road have changed dramatically for SEO in the last few months. The ensuing conversations lead to this blog post.

“Let’s do more SEO” Continue reading “6 Misunderstandings Owners Have About SEO & Their Industrial Marketing Strategy”