Industrial Content Marketing is Tough…But Worth It

Industrial content marketing provides a competitive advantage,if done properly. Read Achinta Mitra’s blog post for a dose of reality.

industrial_content_marketing_is_a_struggle.jpgI have done industrial content marketing for 5 years. I know what works and what does not work. I maintain the industrial marketers that start a quality content marketing strategy now, will build a digital moat around their businesses with competitive advantages. Most will need outside help to get there.

However, I believe the rewards will be significant for forward thinking industrial marketers.

But…it is tough. I always want to give my clients’ a dose of reality.

  • Is the owner or C-suite on board with content marketing?
  • If industrial content marketing does work, can they handle the RFQs and leads?
  • Do they really have the resources to mount a content marketing strategy that resonates with buyers?
  • Will they need outside help to get started with a quality effort?
  • Etc, etc….

I know most of the “players” in the industrial content marketing “space” and monitor all their blogs. I noticed this one from Achinta Mitra, a terrific industrial marketing professional in the Houston area.

Continue reading “Industrial Content Marketing is Tough…But Worth It”

Inbound Marketing for Industrial is Not a One-Trick Pony

Inbound marketing for industrial can be tempting. Do not think it can work in a vacuum. It has to work with traditional channels to be successful

inbound_marketing_is_not_a_one_trick_pony.jpgMany times my business peers accuse me of just promoting content or inbound marketing for an industrial marketing strategy.

I guess that is the hazard of passion.

You bet…I am excited about inbound marketing for industrial, but I have never advocated JUST inbound marketing as the only channel to market.

I am excited about the early adaptors of inbound marketing for my industrial marketing friends. Long term, a coherent inbound marketing strategy can build a significant competitive advantage…or, as I call it, a “digital moat”.

However, inbound marketing alone will not provide sustainable marketing success.

No way…

Continue reading “Inbound Marketing for Industrial is Not a One-Trick Pony”

Inbound Marketing for Industrial. Could of, Would of, Should of

Questioning inbound marketing for industrial? It is critical to take a long view. In 5 years, don’t say, “I could have…would have…should have”.

questioning_inbound_marketing_for_industrial.jpgRemember, a few years ago, when you had the urge to purchase Google or Apple stock and simply did not have the money or the guts to pull the trigger?

Five years from now,  you will have a similar feeling.

You will watch as your industrial competitor fully embraces inbound or content marketing for industrial. You will, admirably, look at the digital moat he has built around his business by deploying quality, helpful, content that his prospects and customers love.

You watch, with anger, as his web pages rank much higher for the most critical keywords in your industry.

You watch, in envy, as he collects all the leads from the web by attracting more visitors to his website and turning them into customers using proven inbound marketing tactics.

Now…Imagine five years from now you took a critical look at your industrial marketing strategy today. You decided to pull the trigger and embrace inbound marketing for industrial.

Continue reading “Inbound Marketing for Industrial. Could of, Would of, Should of”

How to Reach Your Millennial Industrial Buyer

There are many reasons to embrace inbound marketing for industrial. From a statistical & demographic approach, this is the best reason. Millennials.

millennial_industrial_buyer_2.jpgIf you have read any of my blog, you know I promote inbound marketing for industrial. I often begin my argument with something like, “Your industrial buyer’s behavior has changed”.

Or…”Your industrial buyer starts the traditional buyer’s journey with search…you greet them with great content.”

Or…”One of the best ways to improve your industrial brand is by producing quality, helpful content that greets your online prospects.”

All valid arguments.

However, it just hit me today at I watched the CBS Morning News.

Probably the best and most valid reason to engage inbound marketing for industrial is the fact that your baby-boomer buyer is now replaced by the largest working demographic…the millennials.

80 million of them, according to the US Census.

Continue reading “How to Reach Your Millennial Industrial Buyer”

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”

Inbound Marketing for Industrial is Like Donald Trump

Donald Trump is showing the way for industrial internet marketing with his disruptive way of communicating. Industrial marketers should take note and follow his lead.

donald-trump-disruptor.jpgLove him or hate him, Donald Trump is a major disruptor to the established, staid political process of old. Much in the same way Google has disrupted almost everything. (Do you still park your World Book encyclopedias on your shelves?)

Much in the same way Uber & Lyft are disrupting the taxi industry.

Much in the same way Amazon is continuing to dispute the entire retail & industrial supply industry.

Much in the same way inbound marketing is disrupting traditional marketing.

Much in the same way the web & Google is changing YOUR industrial buyers’ purchasing habits.

Don’t believe me?

Continue reading “Inbound Marketing for Industrial is Like Donald Trump”

Inbound Marketing for Industrial Starts With 4 Keyword Tools

For inbound marketing for industrial and industrial lead generation, you can’t beat these 4 keyword tools.

time_for_SEO_research.jpgI often get the question, “How do we decide on what keywords and associated content to create?”  Also, I am asked, “What keyword tools do you use?”

My answer is always the same.

“As the most knowledgeable in your business, Mr. Business Owner, you are the very best keyword tool…by far”

With a dumb-founded look on Mr. Business Owner’s face, I continue.

You best keyword tool is the owner:

“Mr. Business Owner, you and your employees know the questions your prospects and customers will ask customer service…as well as Google.  All we have to do is glean your companies’ & industries’ keywords from those questions and we will have a great list to work from.”

Continue reading “Inbound Marketing for Industrial Starts With 4 Keyword Tools”

Google’s RankBrain: Another Gift for Industrial Marketers

Industrial marketers should embrace Google’s changes to their algorithm with great industrial content marketing. RankBrain is just the latest

printed_circuit-RankBrain.jpgMost industrial marketers do not embrace SEO as they should (I know…I have been helping them for 14 years), let alone Google’s new algorithm called RankBrain.

RankBrain…sounds intimidating doesn’t it?

RankBrain is just another algorithm update from Google that improves the search experience for its users.  RankBrain is “machine-learning artificial intelligence technology” that will continue to deliver improved search results, satisfying your industrial customer’s need for answers to their questions. The “machine-learning” part of the algorithm is the new technology Google is promoting.

Google tells us that RankBrain is the “third-most” important signal contributing to page rank. Amazingly Google will not tell us the first two.  Silly Google.

My guess is, links (i.e. “votes” for your webpages) remain the most important signal and the actual words you use in your content (i.e. webpages, white papers, e-books) are the second most important signal for Google.

What does all this mean for the industrial internet marketing?

Continue reading “Google’s RankBrain: Another Gift for Industrial Marketers”

Marketing Automation for Industrial: Holy Grail or Fail?

Marketing automation for industrial marketing can be a huge competitive advantage, IF you can find the right talent

industrial_marketing_failure_or_success.jpgInbound marketing on a marketing automation platform has become a hot topic within industrial marketing departments. Inquisitive & perceptive industrial marketers want to know the real story behind marketing automation. Is it the holy grail of marketing, as some say? On the other hand, is it a marketing boondoggle?

While taking a break from my grandkids over the Holidays I noticed this report from my favorite marketing automation provider, HubSpot, in the Business 2 Community blog. This report sheds some light on the nagging questions.

There is tons of marketing automation platforms out there. Knock yourself out if you want to research them.  In a recent video, Marcus Sheridan, marketing automation evangelist, provides a  holistic view of marketing automation, Is HubSpot and Marketing Automation Right for Your Business?  I believe Marcus’ assignments are just as valid for industrial as any sector.

In my mind, HubSpot provides the best experience and results for the small to mid-size industrial market, where my practice focuses. The State of Inbound reports in the past have been spot-on in terms of my experience on the ground.

Continue reading “Marketing Automation for Industrial: Holy Grail or Fail?”

6 Reasons Industrial Sales Should Beg for Inbound Marketing

For industrial B2B lead generation, your sales group needs to bug the crap out of the marketing department to start inbound marketing.

industrial_salesman-begging.jpgYour best salespeople have mastered the art of overcoming rejection. Still…there is nothing worse than meeting a potential customer that is lethargic and aloof towards you and your product.  Your best attempts at “features & benefits” and summoning your most charming quips fail to break the ice.

…Just plain uncomfortable and gets very old after hundreds of sales calls.

Now, let me turn the tables with a personal story that highlights the benefits of inbound/content marketing for your sales group.

Almost three years ago, the President of a manufacturing company in Michigan who I knew me personally introduced me to his marketing team. Like a good sales rep, I was ready with the obligatory business card.  As we exchanged greetings and biz cards, two out of three chimed in with, “Oh, we don’t need that (the business card) we read your blog and your LinkedIn profile.

WHAM!  Paradigm shift.

That is one big reason your industrial marketing team should be producing content. I was introduced as a trusted consultant, instead just another charming salesperson.

Continue reading “6 Reasons Industrial Sales Should Beg for Inbound Marketing”