Show Me the $: Industrial Content Marketing & Your ROI

show me the ROI of industrial content marketingMany times, I get the question, “Can you show me the ROI of improving our digital presence”?

To be frank…probably not.  Sure, larger organizations with tons of capital can afford to have great software and great talent to build a measurable online strategy that will, in the end, render a real ROI figure.

But to be honest, it is not reasonable to expect that kind of culture change and granular metrics from a mid-size industrial company.

It can be done, and I have seen it done. But it is a rare leader that can pull it off.

Given the following three market dynamics, I think a better question is, “What happens to my business if we don’t pursue a more aggressive digital presence…more specifically, industrial content marketing?”  

Continue reading “Show Me the $: Industrial Content Marketing & Your ROI”

Industrial Content Marketing: Is it Time to Stop?

should you stop industrial content marketingLet’s keep it brief & refer to the authorities at my ol’ stand by for great marketing information, Search Engine Journal.

I have done several industrial content marketing campaigns and have struggled with every element listed in this blog article from Search Engine Journal; 5 Signs It’s Time to Stop Your Content Marketing Campaign.

Based on my experience in the industrial market, Aaron Agius’s “5 Signs” are dead on.

Bottom line…

Continue reading “Industrial Content Marketing: Is it Time to Stop?”

Be an Industrial Content Marketing Machine & Own Your Niche

Many industrial marketers can relate to using mobile apps to find the best local pizza, or the best Chinese carry-out. You use your smartphone to find a Holiday Inn Express while traveling.

How do the local businesses get noticed on the smartphone?

By becoming an content marketing machine.

The more content they publish, in the right places, the more their businesses get noticed…with revenue that follows.

I could not help but notice this blog post in Search Engine Journal, one of my standbys when it comes to online marketing resources. The title of the blog post is, How to Be a Local Content Machine & Build a Successful Business.

For the industrial marketer that would like to own his industrial niche, I recommend he read this article and substitute “local” with “industrial”.  Then you become an industrial content marketing machine.

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Google Just Destroyed Your Industrial Sales Group

industrial sales There is no doubt your industrial sales group must change & many of your sales professionals are at risk of becoming irrelevant.

Why?

Because your buyer has changed.

Google now enables your industrial buyer to find your company’s product & service information on his time frame and his terms.

Who needs a salesman to educate your buyer, when the information and specifications your buyer needs are at his fingertips?

I wrote about this changing dynamic for industrial sales back in 2013:

And…then again in Oct of 2015 I suggested you fire your least productive salesman and allocate the additional resources to industrial content marketing…or inbound marketing, as some call it.

As the search technology rapidly improves, your industrial marketing strategy and your industrial sales group must adapt rapidly as well.

Don’t just take my word for it.

Here is great blog post (May 2, 2017) from marketing automation leader HubSpot with lots of data from Forrester Research & others to support my argument; How Google Killed 1 Million Sales Jobs—And How to Keep Yours.

For more info on what The Repp Group can do for your industrial marketing & lead generation…CLICK BELOW

 

Voice Search for Industrial Explodes: Industrial Marketers Fall Further Behind

voice search for industrial

Would you ignore 20% of your industrial buyers?

The latest marketing data from Google says that “20% of mobile queries are voice searches”,

WOW…as an industrial marketer officer you know things are changing. You agonize…“Would my marketing world please stop spinning?”

You would like to ignore the recent news from Google that voice search is exploding. Not possible, since you just used voice search to shop for bike rakes: “OK Google, find reviews for the best tray style bike rakes”.

Machine learning and voice assistants are taking over and as an industrial marketer you need to be prepared. Voice search for industrial is here.

As an industrial marketer, where do you begin?  How do I survive?

Relax.

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Industrial Marketers Ask Me…How Do We Rank in Google?

industrial marketing and Google searchBack when search engine optimization (SEO) was new to all businesses, I founded Market Pipeline in 2006. Our mission was to help industrial marketers navigate the choppy waters of the internet.  We develop websites that were highly optimized for critical keywords…so our customers’ prospects could easily find specific webpages using product-specific keyword phrases…the beginnings of industrial content marketing.

Our, not-so-savvy, business owners were amazed at how the phone rang when prospects found their websites.  The owners clearly were not digital natives and were in awe of the reach of new media marketing.

Then Google changed the rules and required industrial marketers to produce great content if websites were to remain on Google’s first or second page.

I still get the same question as I did back in the “old days”…2006.

“Tom, how do we rank in Google for our industrial products?”

Well…don’t take my word for it.  Read the absolute authority on the web, Search Engine Journal.  Search Engine Journal’s recent post outlines, in laymans’ language, how you get noticed on the web for industrial & B2B lead generation:

Read 2017’s Four Most Important Ranking Factors, According to the SEO Industry Studies.

Face it…if you are to compete in the age of social, mobile and search, you need to master these fundamental, online, marketing elements:

  • Content
  • Backlinks
  • Mobile-friendly website
  • Other technical factors such as:
    • HTTPS encryption, H1 & H2 headings, anchor text, no intrusive pop-ups.

Go head… search for your industrial products.  Does your company’s helpful content & product information greet your prospects on the first two pages of Google?

Is your web site optimized for mobile?

For more info on what The Repp Group can do for your industrial marketing & lead generation…CLICK BELOW.

[Book Review] Vanquish Your Competitors Using Industrial Content Marketing

Need to pump up your industrial content marketing strategy? Want to vanquish your competitors? Pick up Bruce McDuffee’s book, The New Way to Market for Manufacturing.

New-Way-Cover-paperback_200-hiresI recently meet with my friend Bruce McDuffee, a fellow industrial marketing consultant for breakfast at the Content Marketing Institute conference in Cleveland. Bruce and I have talked numerous times on the phone and have produced a couple podcasts together at www.mmmatters.com. Since the first time I stumbled on Bruce’s Manufacturer’s Growth Manifesto , I knew we were fighting the same, rust-belted, demons that hold back dramatic growth in the industrial sector.

Bruce and I are “brothers” when it comes to industrial marketing. Bruce and I read off the same page.  In this case, we read off the same book. Bruce, recently released his book, The New Way to Market for Manufacturing, Innovation That Grows Your Business.

If you want to gain competitive advantage and improve your company’s growth rates, learn how to leverage industrial content marketing to pump up your industrial marketing strategy.

As Bruce says, “This is a gigantic opportunity”.  Put another way, “Your manufacturing company is sitting on a gold mine”, says McDuffee.

I could not agree more. Continue reading “[Book Review] Vanquish Your Competitors Using Industrial Content Marketing”

Industrial Content Marketing is Void…If Not Found

How NOT to do industrial content marketing.

industrial_content_marketing-be_found.jpgThis is a teachable moment.

We recently worked with a $60 million dollar B2B industrial manufacturer. They decided they needed to pump up their brand and their web site and get involved with industrial content marketing to do so.

Without in-house expertise, they assembled the necessary vendors to accomplish their rebranding and lead generation efforts.

The Repp Group offered a complete end-to-end industrial content marketing strategy, including fresh branding, an SEO-friendly website built around a brand theme (Not focused on product, but helpful solutions to the engineering crowd), a steady & consistent stream of content built on a mainstream marketing automation platform.  The pricing and execution were almost identical to a similar industrial customer we currently work with…successfully driving top-of-mind awareness and lead generation.

However, the marketing manager had other ideas.

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Your Industrial Brand Should Be Your “Publisher”

If you are on the road to content marketing for industrial, then allow your brand theme to lead your publishing efforts

for_industrial_branding-pitch_the_dream.jpgThat’s right, your industrial brand should be your “publisher”.

Let me give you an example of what I mean. Maybe the concept will help a few industrial marketers pick up the mantel of content marketing for industrial & run with it for competitive advantage.

I have always considered Harley Davidson to be one the best companies in the world at branding.  Harley sells “The Dream” better than anyone. Just read some the copy on Harley-Davidson’s current website, each associated with one of their fine machines:

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Industrial Content Marketing: Best Way to Improve Industrial Brand

Over the long term…the best way to improve your industrial brand is by using industrial content marketing.

Brand_strategy_on_black_board.jpgWhen I first meet a customer, one of the most common complaints is, “Tom, we just need more awareness. We have a great product/service, but more people need to be aware of what we do”.

Without hesitation, I say, “Industrial content marketing”

Then the classic, “deer in the headlights” look.

After a brief introduction to content or inbound marketing, I share the following example:

We are doing an industrial content marketing project for a large industrial supplier.  After polishing up their brand theme to communicate their unique capabilities, we deployed a new website and a lot of new content such as, blog posts, premium e-books, etc.  More content, such as webinars, podcasts and videos are to come.

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