Many 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”
Let’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.
Continue reading “Industrial Content Marketing: Is it Time to Stop?”
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.
Continue reading “Be an Industrial Content Marketing Machine & Own Your Niche”
There is no doubt your industrial sales group must change & many of your sales professionals are at risk of becoming irrelevant.
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
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?
Continue reading “Voice Search for Industrial Explodes: Industrial Marketers Fall Further Behind”