Now…here is the big question for owners and marketers of industrial products.
In the last 3 years, in your personal and professional life, have you ever purchased anything without first checking in with Google? The answer is probably, “Of course, I always check with Google before I make a purchase.”
Then, why doesn’t your sales and marketing content (blogs, emails, spec sheets, how-to’s, ebooks, etc.) greet your prospects and customers when they look for your company’s products in Google & other search engines?
I know the answer.
Because it is damn hard work to create content your prospects need when purchasing your products or services. Especially for a B2B industrial company that has, largely, relied on sales activities to grow the business.
Meantime…you have noticed traditional channels are not working as they have in the past. You know you need to make some changes. You know you have to make the digital channel…inbound marketing…a priority.
So how do you make the switch from traditional industrial marketing to digital marketing investments?
That…is a fantastic question.
I am sure there is no easy answer and probably never will be. With so many digital elements, it’s like keeping up with the Jones, only the Jones are the Trumps.
However, after much experience, I do know THREE things.
Number One: The boss has to believe in the web as a future channel to market. Without management buy-in, do not even think about writing blogs, creating e-books, webinars, etc. It will fail, because the boss will not have the patience to see it through. Do not doubt me.
Number Two: Decide at the very beginning you are going to replace some of your traditional marketing resources with marketing automation. There are tons out there. There are tons of reviews. There are free demos. I encourage you to check them out.
For the mid-size industrial market, I believe HubSpot is the gold standard. By using this marketing automation platform, you will save yourself lots of time, money and frustration.
True, HubSpot is not cheap and does take time to set up, but once you follow HubSpot’s methodology and recommendations you will be far, far ahead of your competition. And, time is money, right?
As David Meerman Scott says, “Remember, the best thing about the new rules is that your competitors probably don’t know about them yet“.
Number Three: Ensure the entire organization understands the reason behind moving traditional resources to the digital side. There are several tactics to make sure this happens. Seth Godin recommends you get out of the building. My friend Marcus Sheridan recommends you participate in a “Content Marketing Buy-In Workshop”
There is no doubt that traditional marketing still works. Nevertheless, in a disruptive business environment, serious thought should be given to an investment in the digital side of your industrial marketing.
Marketing automation, HubSpot style, is the shortest way from point A to point B…point B, a long-term growth strategy that features predictable lead generation that offers an exceptional ROI.
Interested in learning more about blending traditional industrial marketing with inbound marketing?
Grab my,just released, e-book, The Essential Guide to Industrial Marketing…The Inbound Way.
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