Content Marketing for Manufacturers: Google Just Settled It…You Must EARN Your Reputation

Industrial manufacturers really struggle with current market realities. Here is proof that industrial manufacturers must develop a content marketing strategy right way.

blogging equals more leadsKeep in mind Google’s mission:  To build the “perfect search engine” that “understands exactly what you mean and gives back exactly what you want”.

At Market Pipeline (my former company, that I founded) we have followed Google’s guidelines. Depending on how aggressive our customer wanted to be and how many resources they wanted to deploy, we did our best to improve traffic to our customer’s web sites.  In essence, we were creating “Google Juice” for our customers using techniques such as comments on industry related blogs, article marketing and directory insertions.  Just a couple years ago these were accepted techniques for good search engine optimization (SEO).  Now these techniques are in the ruble of “unethical” tactics Google discourages.

Again…keep in mind Google’s mission; “The perfect search engine.”

As early as last week I was encourage by my Internet Marketing Consultant at HubSpot to start guest posting to improve inbound traffic to www.marketpipeline.com.  I had started to make arrangements with other industrial web marketing blogs for guest posting.  Hold on bucko!   Continue reading “Content Marketing for Manufacturers: Google Just Settled It…You Must EARN Your Reputation”

The 7-Pages All Industrial Marketers Should Read: “Your Biggest Competitive Advantage”…Content/Inbound Marketing

This is a review of Jared Fabac’s 7-page chapter in his ground-breaking book, The Industrial (Marketing) Revolution. Find out your “Your Biggest Competitive Advantage” in Fabac’s Chapter 3.

blogging equals more leadsThis past August I discovered a book by Jared Fabac titled The Industrial (Marketing) Revolution.  It was truly a euphoric moment to find another industrial marketer that believes as strongly as I do that industrial marketers must change their go-to-market strategy…NOW.

Your industrial buyer now shops and sources without any contact with your marketing efforts or your sales group.  Several years ago a web site with good search engine optimization (SEO) was required.  Now Google tells industrial marketers they must produce quality, helpful content related to products & services to be relevant.

I think Fabac’s statement says it best, “The time is now for industrial & b2b marketers to understand what must be done to remain competitive. In 5 years , it will be too late”   Fabac goes on to say, “Market share that was once dominated by a select few is openly accessible; sooner you adapt to these principles, the faster you can position yourself as an industry leader.”

If you are reading this post, then you are an engaged industrial marketer.  If you have not picked up Fabac’s book I would encourage you to not just engage, but embrace Fabac’s book.

For any business owner, industrial marketer, President, CEO, etc., one of the most critical elements of any business is to seize a competitive advantage.

And…content marketing or inbound marketing, currently, is one of the best ways to seize a competitive advantage.

So…one of the shortest, yet most persuasive chapters from The Industrial (Marketing) Revolution was Fabac’s Chapter 3, The Biggest Competitive Advantage.

So I thought I would NUDGE you a little by highlighting some of Jared’s key points in my favorite chapter, The Biggest Competitive Advantage: Continue reading “The 7-Pages All Industrial Marketers Should Read: “Your Biggest Competitive Advantage”…Content/Inbound Marketing”

The Industrial (Marketing) Revolution: An Interview with Author Jared Fabac About Content Marketing for Industrial Marketers

Learn what must be done in the next five years to stay competitive in the industrial market. Read Tom Repp’s interview with Jared Fabac, the author of The Industrial (Marketing) Revolution.

blogging equals more leadsThis past August I had a euphoric moment while on vacation.  I found a “brother” in the struggle.

At an outdoor cafe in South Carolina, my smart phone chirps.  One of my Google Alerts is set for the keyword “industrial marketing” and I noticed Jared Fabac, a well-respected industrial marketer has written a new book, The Industrial (Marketing) Revolution. I rode my bicycle back to the condo and downloaded Jared’s book to my Nexus 7.  I had the entire book read by the following afternoon, fortunately by the swimming pool.

I then wrote a blog post about my experience shortly after returning to Kalamazoo. I called & visited many of my customers and recommended they purchase Jared’s book and insert Jared’s concepts into their go-to-market strategy immediately.  Some listened and some did not.

Fabac’s book is a must-read for every industrial marketer.  I have written extensively on this blog, before and after reading Jared’s book, about the need to adapt to market realities Jared outlines in his, ground-breaking, book.

To summarize, “The time is now for industrial & b2b marketers to understand what must be done to remain competitive.  In 5 years, it will far too late” – Jared Fabac

It is with pleasure that I present a brief interview with the author of The Industrial (Marketing) Revolution, Jared Fabac. Continue reading “The Industrial (Marketing) Revolution: An Interview with Author Jared Fabac About Content Marketing for Industrial Marketers”

What is the Future of Content Marketing for Industrial Marketers, Manufacturers and Industrial Suppliers?

A summary of thoughts about the future of content marketing as it relates to the industrial market…for the rock stars of content marketing..

blogging equals more leadsThose of you that know me and have followed this blog for the last year know that I have been one of the lone voices in the woods for the use of content marketing (some call it inbound marketing) to improve traffic and brand awareness for both industrial manufacturers and industrial suppliers.

I have found several others that are as enthusiastic about the use of content marketing for industrial as I have been:

  • Bruce McDuffee at Modern Marketing for Industry published The Manufacturer’s Growth Manifesto, a brilliant summary of the window of opportunity industrial manufacturers have using content marketing to improve brand awareness.
  • Jared Fabac recently published The Industrial (Marketing) Revolution and I wrote a post about Fabac’s ground-breaking book in August on my blog. In a few days I will publish an interview with Jared. Stay tuned. It will be very informative.
  • Achinta Mitra writes a very good blog at Industrial Marketing Today and is a huge proponent of content marketing for industrial manufacturers and industrial suppliers. Achinta’s articles are always well researched and supported.

I have always said that the web allows truthful & authentic content to bubble to the top. The use of quality, helpful content that expands on your company’s real strengths, products and USP (unique selling propositions) can only help your top-of-mind, brand awareness in your specific market…especially as your customers get younger.  Continue reading “What is the Future of Content Marketing for Industrial Marketers, Manufacturers and Industrial Suppliers?”

What Does It Really Cost for Industrial Marketers to Do Quality Content/Inbound Marketing?

This is a summary of the true costs of doing quality content marketing or inbound marketing for the industrial marketer.

blogging equals more leadsIt is expensive…but necessary.  Sorry!

If you are reading this post you have researched and come to the conclusion content marketing/inbound marketing might work for your industrial company.  You already know that content marketing works and provides the following benefits for B2B manufacturers and industrial suppliers:

  • Increase visibility.  Content marketing is the new SEO. (search engine optimization)
  • Increase quote requests, resulting in more leads for your sales group
  • If done with enthusiasm and competence, content marketing can be less expensive and more effective than traditional marketing.
  • If using a MAP or marketing automation platform you have the ability to measure everything.

The obvious next question is, “How much does this stuff cost?”  Continue reading “What Does It Really Cost for Industrial Marketers to Do Quality Content/Inbound Marketing?”

A Brilliant Industrial Marketing Strategy from Bruce McDuffee [Interview]

Here is a brilliant summary of the strategy industrial marketers must use to stay competitive in the online world.

blogging equals more leadsOn January 6th I posted an example of a brilliant marketing strategy targeted at CEOs of industrial manufacturing companies. I promised to follow up with an interview with Bruce McDuffee the author of The Manufacturer’s Growth Manifesto on SlideShare.Bruce is also the author of the blog, Modern Marketing for Industry.

Want real life examples that content marketing works for industrial marketers?  Read my recent interview with Bruce McDuffee. Continue reading “A Brilliant Industrial Marketing Strategy from Bruce McDuffee [Interview]”

“The Manufacturer’s Growth Manifesto”: The Ultimate Lead Generation Strategy for B2B Industrial Manufacturers

You know your industrial web strategy/web site needs some new life. Here is a great place to start: “The Manufacturer’s Growth Manifesto”

blogging equals more leadsI have been involved in web development and web marketing since 1998.  I guess that makes me an expert if you use Malcolm Gladwell’s “10,000 hours of practice” rule.

When I started a web development company in 2006 with my partner. I was an early adaptor of the web in general.  I was, clearly, an early adaptor for SEO (search engine optimization) for the industrial market when we started.  We have helped many mid-size industrial companies with lead generation by building web sites with solid SEO practices.  While these practices are still effective, there is more that we can do.

Boy… have things changed in the last couple of years. Mostly your buyer has changed due to the proliferation of quality content that rushes him through the buyer’s journey at a pace unimaginable just 3-4 years ago.

WAKE UP FOLKS.   Your go-to-market strategy must change NOW! Continue reading ““The Manufacturer’s Growth Manifesto”: The Ultimate Lead Generation Strategy for B2B Industrial Manufacturers”

4 New Skills Required…The Sales Shift for Industrial Sales & Marketing

4 New Skills Required…The Sales Shift for Industrial Sales & Marketing

blogging equals more leadsWhile spending Christmas at my Son’s home near Ft. Hood, Texas, I finished reading Frank Belzer’s groundbreaking book Sales Shift.  Having to do “work” gave me a reason for an occasional respite from the Christmas hoopla (Jack, 3 years old and Paul, 4 months old). Of course, I also had to post on my blog while “working” and I felt the concepts outlined in Belzer’ s book were worth some “ink” for our industrial sales & marketing friends.

Because of the effectiveness of content marketing/inbound marketing as a lead generation tactic, industrial sales groups must make dramatic shifts in the way they approach their prospects and customers.

I speak with good authority concerning Belzer’s book.  Personally I have made the “Shift” Belzer outlines in his book.  For me, the “Shift” has been gradual over the last 3 years.   The “Shift” has been required by new technologies and market realities.  The “Shift” has been easy for me because I love change and I enjoy the challenge of learning new ideas.  Most importantly, the “Shift” has been mandated by our customers. Continue reading “4 New Skills Required…The Sales Shift for Industrial Sales & Marketing”

Industrial Sales Reps Don’t Need Business Cards Anymore

Do Industrial Sales Reps Still Need Business Cards?

no business cards-industrial sales repsWell…maybe a few.  Let me explain

We all know your customers and buyers are more informed than ever.  It is now said by several trusted resources, such as Gartner, Forrester etc., that your buyer is 70% through the buying’s journey before the sales group has a chance of getting their hooks into them.

I recently was in my office at home when my 15 year old Denon receiver took a dump.  I quickly went to the web and researched receivers that fit my specifications.  In less than a half hour I had made a decision on which receiver was best for my application. Normally I would have ordered on Amazon, where I read many reviews as part of my research.  Instead, I needed the receiver quickly so I jumped in the car and drove off to Best Buy.

I walked briskly in the door at Best Buy, proceeded directly to the home entertainment area  and picked up my new Yamaha RX-575 Receiver.

Done.  No interaction with a salesperson. Continue reading “Industrial Sales Reps Don’t Need Business Cards Anymore”

Is Marketing Automation Worth It? …9 Business Reasons Why Industrial Marketers Must Embrace It

If you want comprehensive resources for industrial marketing automation and industrial content marketing…you found the right link.

blogging equals more leadsFew deny that marketing automation can provide measurable benefits for all types of businesses. Marketing automation still has a low adaptation rate among industrial marketers. Industrial marketers are still hesitant to stick their toe in the water.  My experience and research tells me the ones that have adapted marketing automation have, almost universally, underutilized the software and resulting benefits.

I would like to briefly examine why that is and identify real business reasons why marketing automation just makes sense for industrial marketers. Continue reading “Is Marketing Automation Worth It? …9 Business Reasons Why Industrial Marketers Must Embrace It”