5 Reasons Your Inbound Marketing for Industrial Fails

Lots of industrial marketers are hopping on the inbound marketing for industrial bandwagon. Most are failing. Here are 5 reasons they fail.

sad_inbound_marketers_for_industrial.jpgInternal Passion:

The number one reason is lack of passion internally.  By internal, I mean someone in your organization that is passionate about content or inbound marketing.  That is not to say you cannot outsource your inbound marketing to an agency or consultant, but they must be as passionate about growing your business as they are about inbound marketing for lead generation. They have to be willing to get in the weeds with you and truly understand your industry & business.

Continue reading “5 Reasons Your Inbound Marketing for Industrial Fails”

3 Blogs Show You How to Extend Your Industrial Brand

Confused about industrial blogging? Wondering if your industrial blog can improve your industrial brand strategy? Check out 3 success stories

blogging-57_percent_get_customersYour industrial marketing strategy is replete with tons of new digital options and opportunities. It truly makes your head spin.

To extend your brand strategy, first start with your industrial blog.

Way, way back in 2013 I wrote a blog post about Indium Corporation  and how they leverage their blog to promote their brand. At the time their primary brand theme was, “From One Engineer to Another”. What better way to connect with your prospects and truly deliver on the brand message than blogging and engaging with your engineering customer base. I personally talked to Anita Brown, Marketing Communications Manager, at Indium to validate the positive results I had heard and read.

Continue reading “3 Blogs Show You How to Extend Your Industrial Brand”

Why Understanding Content Saturation is a Bonanza for Industrial Marketers

As an industrial marketer, do you really understand content saturation? For the industrial marketer, it is a little known bonanza. Click here for more info



Content saturation is an important digital concept to grasp, especially for industrial marketers.

First, let’s define “content”…from an industrial marketing standpoint.

Content is any information deployed on the web that explains your industrial products or services and is primarily designed to attract visitors to your website. From my point of view, your industrial content should be 80% helpful & 20% promotional. In the age of search and social media, your content must be helpful or it “sucks”, as the Millennials say. That is what the Millennials say.  To me, it just makes for good marketing.

So…helpful content could be in the form of:

• A webpage
• A blog post
• An e-mail blast to opt-in subscribers only
• A downloadable product specification sheet
• A downloadable e-book that explains your company’s unique capabilities
• A company LinkedIn page
• A blog post promoted via your LinkedIn industry groups Sometimes with a market reach of a million plus…and, its FREE.
• A tweet from your corporate Twitter page.
• Corporate or product demonstration videos on YouTube
• Online webinars
• Video
• Etc.

Continue reading “Why Understanding Content Saturation is a Bonanza for Industrial Marketers”

Can You Really Calculate ROI for Your Industrial Blog?

Many industrial marketers are hesitant to launch an industrial blog because they fail to see an ROI. Let us examine the ROI potential of your company’s blog.

introduction to business bloggingSpeaking from experience here.

Blogging is an expensive and time-consuming marketing effort. It is not an exercise in creativity. Blogging will not hatch a bunch of Ernest Hemingway’s. A blog is not deployed to add more content to your web site. It is not for giving out tons of helpful information.

Although your industrial blog may do all of the above… it really is about lead generation.

Like other sales & marketing efforts, you need to know the potential ROI from your creative, time-consuming efforts. If you are a junior marketing person, this exercise is important to demonstrate ROI to gain support from management.

Can you really calculate ROI from your industrial blog? You bet.

Let us take a recent project we are working on for a B2B manufacturer & calculate the ROI. For all the number geeks out there, these numbers are not exact, but they are realistic. Based on real conversations with the customer and my own knowledge, ROIs such these are achievable.

This post is designed to change your thinking and not heat up your calculator. Continue reading “Can You Really Calculate ROI for Your Industrial Blog?”

Content vs Copywriting-How to Write Great Content for the Industrial Market

Is there a difference between content & copywriting for industrial content marketing? You bet.

beginners guideI recently had one of the top writers in the area tell me that my blog posts were excellent. This was a bit of a shock as I was just an OK writer in college. I really did not enjoy it or take any interest in it other than an opportunity to slam some NoDoz to stay up late and finish a paper.

As I became more involved in business and the need to communicate, I started to pay more attention to the art & science of writing. I was clearly into the art…the creative part. The science or the grammar was more of a stretch. I did come to appreciate my solid English background at Huntington High School and Adrian College. Thanks Mr. Hayden & Dr. Ernst.

As an industrial internet marketer, I found within the last few years, that content marketing was becoming the new frontier for the savvy industrial marketer. I knew that I would have to start a blog focused on the needs of industrial marketers interested in leveraging the web for lead generation. Continue reading “Content vs Copywriting-How to Write Great Content for the Industrial Market”

Is Your Industrial Blog Just Blowing in the Wind? SEO Optimization is the Answer

More & more industrial marketers are starting blogs. Without understanding SEO basics they are just blowing in the wind.

introduction to business bloggingI love what I do. I have a passion for helping industrial marketers leverage the web for lead generation. But I must admit, with Google making algorithm changes fasting than you can say, “panda sucks” it is difficult to keep up.

But let’s quit bitching for a moment and stick to the basics when it comes to your most effective content marketing effort…your industrial blog.

The evidence is clear. No matter what changes Google makes in the future you need quality content that your customers love & find helpful. But first you need to have a basic understanding of search engine optimization to make sure your Hemingway-like classic gets found first.

Before you develop your blog strategy and write your first blog post, put yourself in your customer’s shoes. How would they search for your product or service? Continue reading “Is Your Industrial Blog Just Blowing in the Wind? SEO Optimization is the Answer”

How Long Will it Take for My Industrial Blog to Produce Results?

Industrial marketers have been slow to embrace the benefits of blogging. Hopefully this will give them some hope.

business blogging-get startedIn a blog post I wrote at the end of May I recounted a conversation I had with an old marketing friend about his former CEO taking down their new blog because it was not producing results.

What do think…was there ignorance or just lack of patience? Probably both.

Patience I can’t do much about, but ignorance can be handled quickly by this blog post.

First, results from your blog depend on the content saturation for your specific industrial niche. As Google and other search engines require more content to attract visitors each industrial marketer has a different wall to climb. Some industrial companies find increased content has a dramatically positive affect on their search rankings. Continue reading “How Long Will it Take for My Industrial Blog to Produce Results?”

Long Tail Keywords and Specific Intent are an Industrial Marketers Dream Come True

Most industrial marketers are doing keyword “light”. Instead, they should focus on their long-tail keywords & their customer’s specific intent.

long tail keywords for industrialI made the mistake last week of mentioning the term “long-tail keyword” to a well-known industrial supplier in west Michigan while discussing their new blog.

Classic…deer in the headlights.

The term long-tail keyword has been around for several years and refers to longer, more descriptive phases you might use to search for a product on the web. For example, instead of referring to “hydraulic manifolds” you might search for something more specific. What you really want is a company that can do “prototyping for custom hydraulic manifolds”

As a marketer or business owner… think about this. This is a marketer’s dream. The prospect at the other end of the web has SPECIFIC INTENT and knows exactly what she wants.

Is your company’s web page there to answer this web user’s needs?

Talk about target marketing. Talk about low-hanging fruit.

So what is the best way to serve up a web page for the guy looking for “prototyping for custom hydraulic manifolds” and generate a highly qualified lead with SPECIFIC INTENT?

You guess it…your company’s blog page. Continue reading “Long Tail Keywords and Specific Intent are an Industrial Marketers Dream Come True”

Are industrial internet marketers stupid or ignorant about their go-to-market strategies?

In light of the success of content marketing for B2B lead generation, why are industrial marketers so ignorant? Here are two contrasting approaches.

content marketing seo vs technical seoJust yesterday I had lunch with an old marketing friend that had retired from a large B2B manufacturer in Michigan. To protect the innocent I will just say this manufacturer is a market leader in their respective niche. They do about 70 million is sales, and feature long sales cycles. Their products are typically large capital expenditures. If you are a regular reader of my blog, I know what you are thinking. “Hummm…sounds like an ideal candidate for content marketing”.

My friend went on to tell that they actually started some content marketing (some call this inbound marketing) by launching a blog. However the President took it down after a few months because it was eating up resources and he did not see any results.

“Are you kidding me”…I blurted. Continue reading “Are industrial internet marketers stupid or ignorant about their go-to-market strategies?”

How Does B2B Industrial Marketing Create a Content/Inbound Marketing Culture?

To be competitive in the Age of Google, industrial marketers must embrace content/inbound marketing. How does an industrial marketer make that cultural leap?

content marketing for manufacturingI was at a good customer several weeks ago. This particular customer was not happy with their keyword rankings on the search engine return page. On several occasions over the past two years we had urged them to create more content. We explained, increasingly Google wants more product/industry-related content. Like many businesses they were too busy running their business to think about “content marketing” or “inbound marketing”.

I realized during my conversations with this successful, third generation, company they had no idea what I meant when I urged them to “create more content”

Sort of like telling a Nun how good sex is. There is simply no experience to relate to.

So it is with many B2B industrial companies. Continue reading “How Does B2B Industrial Marketing Create a Content/Inbound Marketing Culture?”