I am sorry, but I am beating the drum again.
While I was at the company I founded, Market Pipeline, I started to notice alarming trends when Google continued to make changes to their algorithm to improve the search experience. These changes would have profound effects on our customers’ industrial marketing strategies.
First, Google was improving the search experience at a daunting pace. My industrial friends & buyers were now relying on Google as “gospel” for all things related to industrial…products, services, specifications, technical data, etc.
It was clear to me that if our Market Pipeline customers did not greet their customers with the information their buyers wanted…then, our customers were missing out on their buyers’ with specific intent, (i.e. A great lead). Our customers were also missing a great opportunity for top-of-mind awareness. (i.e. Industrial branding)
Continue reading “Are Your Industrial Eyes Wide Open to Opportunity?”
You say, “What’s an industrial franchise?”
Allow me to continue.
Before we continue let’s define “franchise” from Merriam-Webster:
Franchise: “a special privilege granted to an individual or group”
Here’s why your industrial company can build “special privilege” or a “franchise” in your industrial niche pumping up your industrial marketing strategy using the web as your branding megaphone .
First, let’s agree your industrial buyers’ behavior has changed dramatically in the last few years. For information about your products or services they will always check Google first. After all, you checked the web for your next vacation, didn’t you?
If you are like most industrial marketers, your branded sales materials are not there to greet your buyers that have specific intent when searching for your products. They want quality information in a format and time frame of their choosing.
Just this morning I had coffee with a prospective customer and he told me about a particular project they stole from a competitor because their competitor did not have the technical expertise to complete the project to perfection. This prospect’s brand revolves around completing highly technical systems, where many of their competitors do not have the technical expertise.
So, I came back to my office and checked several of the technical keywords phrases associated with the engineered materials and project mentioned above.
Continue reading “Use the Web to Build Your Industrial Franchise”
Many of you that follow my blog know that I am a big fan of David Meerman Scott. David is a real thought-leader in the age of search, social and mobile. He is also a best-selling author when it comes to marketing, sales and service. David understands the fast changing marketing landscape better than anyone.
(David was kind enough to endorse my recent book, The Essentials of Industrial Marketing,..The Inbound Way)
I am often approached by B2B industrial owners that truly struggle with the web and the effects the digital channel has on their industrial marketing strategy & sales strategy going forward.
They know things have to change, they are just not sure where to begin.
I recently had the President of a 30-million-dollar machine builder tell me, “Tom, I don’t even know the right questions to ask.”
So…when I came across one of the David Meerman’s Scott’s recent blog posts, I thought it was ideal for the CEO strategist trying to wrap his sales & marketing mind around the alien digital channel.
David outlines 10 concepts that ALL industrial owners need to embrace before they develop a new industrial marketing & sales strategy. David’s 10 concepts are a great place to start.
Continue reading “Industrial Marketing Strategy: 10 Concepts to Grow By”
It is clear that marketing on the Web is moving the revenue needle for tons of businesses. Call it digital marketing, call it content marketing, call it inbound marketing, call it new media marketing.
Call it whatever…just don’t call it “marketing” to an industrial CEO, President or CFO. To these guys “marketing” is an expense and therefore has little relevance to top-line growth or sales.
In the early days of the web, when I founded Market Pipeline, we could get away with saying “SEO marketing” or “web marketing”. Both a web presence and SEO were seen as necessary. After all, their competitors were all doing it….so, “What the heck, let’s launch a web site”.
Very little top line growth came from our search engine optimization and web development efforts. Oh yea…occasionally we would get a few “attaboys” because one of our industrial clients did a quote from a previously unknown customer that found them on the web.
Did our SEO or web development efforts really contribute to top-line growth? Some, but not enough to get CEO’s excited.
Our “marketing” efforts reminded me of a large expense, like a new roof on your home. Lots of expense, but adds no value to the property. So, when an owner of an industrial company turns his nose up at any kind of marketing, especially online marketing, I certainly understand. That is why I started The Repp Group, to render better results.
So…is it time to give up on industrial “marketing” on the web?
Not by a long-shot.
Continue reading “Is it Time to Give Up On Industrial “Marketing”?”
Tom, do I really need to get involved with social media to market on the web?
I get this question all the time. So, I thought that I would address that thorny subject head-on and also support it with a recent article from the authorities, Search Engine Journal.
The short answer is “Yes”!
As briefly as possible, let me explain by making a basic assumption.
If you are to dominate your online industrial niche, you must be ranked on the first page of Google for your company’ specific keywords…right?
Of course, we call this search engine optimization or SEO.
Although Google’s algorithm is one of the most closely guarded secrets in the world, SEO authorities keep tabs on what Google’s techies say at conferences and also perform many case studies that give industrial marketing folks some pretty good signals on the importance of social media for the savvy industrial marketer.
The bottom line…
Continue reading “Does Social Media Help Your Industrial Marketing Strategy?”
Discussions about industrial marketing strategy often begin with, “Do I need to update my website”. “I have heard a lot about content marketing for industrial. Do I need to do content marketing?” “What about mobile?” Or, “How can rank better with Google?” Etc. etc.
If you read this blog often you know that I am a huge fan of David Meerman Scott, best-selling author of the New Rules of Sales & Service, a must read of the savvy industrial marketer.
David Meerman Scott’s recent interview at The Microsoft Partner Network breaks down my typical responses to the questions above. Before you update your website, before you decide to do a blog, before you optimize for search engines, before you update for mobile…before you do anything, take these two critical steps.
- Understand what your industrial customers really want. (Do not assume you already know what they want. Interview them to find out.)
- Create content that helps them get what they want.
Continue reading “2 Critical Steps for Your Industrial Marketing Strategy”