Based on my experience in industrial marketing, I have found that a great deal of your online industrial lead generation is worthless.
So, when industrial owners or industrial marketers ask me about online marketing, I do my best to manage expectations and let them know that their online marketing efforts are similar to their offline, traditional marketing efforts.
“Mr. Owner, how many of your direct mail pieces produce great leads?”
“How are those cold calls working for your sales group lately?”
“Did you get a good return on our trade show investment, in terms of lead generation?”
I think we all know the answers to those questions, given the industrial buyers’ changing behavior.
I am not sure if it is because most industrial owners are digital immigrants, but they expect their online marketing efforts to render different results than their traditional marketing and lead generation efforts.
I often remind them of John Wanamaker’s famous quote about advertising: “Half the money I spend on advertising is wasted, the trouble is, I don’t know which half.”
So…when I found this marketing research from my fellow marketing friends at Straight North in Chicago concerning B2B leads, I thought I would pass it along to my readers.
That is, most industrial owners and B2B owners are between 45 and 70 years old and not up to speed with the digital channel. Many industrial owners and marketers lack the skills to create online content to attract leads…a skill that Google, and your buyers, now require.
Although out of the industrial market a bit, here is a podcast from my friend Bruce McDuffee about a niche construction company in St. Louis that increase their online leads…”because no one is doing it”
The approach described in the podcast mimics the same process we use at The Repp Group.
Listen to Bruce McDuffee from Manufacturing Marketing Institute and his guest and find out how to increased online leads by 700%…
Discussions about industrial marketing strategy often begin with, “Do I need to update my website”. “I have heard a lot about content marketing for industrial. Do I need to do content marketing?” “What about mobile?” Or, “How can rank better with Google?” Etc. etc.
If you read this blog often you know that I am a huge fan of David Meerman Scott, best-selling author of the New Rules of Sales & Service, a must read of the savvy industrial marketer.
David Meerman Scott’s recent interview at The Microsoft Partner Network breaks down my typical responses to the questions above. Before you update your website, before you decide to do a blog, before you optimize for search engines, before you update for mobile…before you do anything, take these two critical steps.
Understand what your industrial customers really want. (Do not assume you already know what they want. Interview them to find out.)
Create content that helps them get what they want.