Industrial Marketing Today
Practical insights and actionable marketing advice for manufacturers, distributors and engineering companies.
A blog by Achinta Mitra for Tiecas, Inc. – an industrial marketing consultancy.
Practical insights and actionable marketing advice for manufacturers, distributors and engineering companies.
A blog by Achinta Mitra for Tiecas, Inc. – an industrial marketing consultancy.
Need to accelerate your sales and revenues? My company, Tiecas is an industrial marketing consultancy that helps manufacturers, distributors and engineering companies generate more high quality leads at a lower cost per lead. Call 281.969.7514 or email us for a free 30-minute consultation.
Tiecas, Inc. is a Houston-based industrial marketing and consulting company. Since 1987, we have focused on providing results-driven marketing to meet the unique challenges of marketing industrial products and engineering services.
Visit our site.
6140 Hwy 6 S, Suite 175
Missouri City, Texas 77459
281.969.7514
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Happy Holidays and Looking Forward to 2019
/0 Comments/in Holiday greetings /by Achinta MitraAs 2018 comes to an end, I’d like to thank all of you for being regular readers of my blog. Some of you have taken our relationship to the next level by becoming new clients. I truly appreciate your confidence and the loyalty of all my existing clients. Your support and patronage helped me make 2018 another successful year for my industrial marketing company, Tiecas.
I look forward to continuing our valued relationship and building new ones in 2019. I wish all of you a wonderful holiday season and a prosperous & Happy New Year.
Unique Challenges of Manufacturing Content Marketing in 2019
/2 Comments/in Content Marketing /by Achinta MitraI just finished reading the Manufacturing Content Marketing 2019—Benchmarks, Budgets, and Trends report published by the Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec.
Lisa Murton Beets (@LisaBeets), Research Director at CMI said, “The data suggest that manufacturers have a way to go with putting the audience’s informational needs before their own sales/promotional message. In addition, marketers in these organizations say they are uniquely challenged with creating content that appeals to multi-level roles within their target audience. Many are working to address these challenges, for example, by developing personas.”
I couldn’t agree more with her summary because that is pretty much what I find, working with manufacturers and industrial companies every day.
What is unique about manufacturing content marketing?
If you have been a regular reader of my blog, you’ve probably read many of my posts where I have talked about the differences between manufacturing (industrial) content marketing and other B2B content marketing.
There are three key differences that you should be aware of:
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Industrial Blogging – An Underutilized Content Marketing Tactic
/2 Comments/in Industrial Blogs /by Achinta MitraAnother major concern is that it is too time consuming to create fresh and relevant content that will engage engineers and industrial professionals.
These issues with industrial blogging are valid and justifiable, but don’t give up on it just yet. I’ve found industrial blogging to be a strong content marketing strategy for engaging with time-challenged engineers.
That’s been my own experience working with my clients and in my own industrial marketing consulting business. 100% of new leads are now inbound leads and usually originate from this blog. I admit it has taken me several years to build up to this stage (I’ve been blogging since 2008).
Using industrial blogging to win the engineer’s mindshare
Engineers thrive on solving problems and they love a technical challenge. They are keen on gaining knowledge and staying current about their industry. They trust, respect and want to learn from their peers. Those are not just my observations.
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Making Email the Cornerstone of Industrial Content Marketing
/1 Comment/in B2B E-Mail Marketing, Content Marketing, Industrial Marketing /by Achinta MitraYou may think email marketing is dead or passé with all the talk about social media. However, that is far from the reality that I see every day, working with manufacturers and engineering companies, especially when it comes to industrial content marketing.
Engineers and industrial professionals do read emails, provided you’ve earned their trust with valuable content and can get through their spam filters. According to the research report “How Engineers Find Information 2018” published by engineering.com, 95% of engineers will consider an email in their inbox.
You can read about this in my earlier post, Industrial Email Marketing for Engaging Engineers and Technical Professionals.
Email should be an important component of industrial content marketing
Given the above findings, it makes a lot of sense in making email marketing a key component of your overall industrial content marketing strategy. My opinion is corroborated by independent research findings.
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Industrial Content Marketing that Engages Engineers
/1 Comment/in Content Marketing, Inbound Marketing /by Achinta MitraWhen it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it. How do you make your content more relevant to time-challenged engineers, deal with the age gap within your target audience, earn their trust and build stronger relationships? Those are some major challenges in industrial content marketing that can’t be overcome by just pumping out more content.
You are not alone if you are having difficulties with manufacturing content marketing meeting all your goals. According to the findings from the research report, 2018 Manufacturing Content Marketing Trends—North America published by Content Marketing Institute and MarketingProfs, 55% of manufacturers in North America reported that they were only moderately successful in achieving their organization’s desired/targeted results.
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Industrial Website Redesign for Marketing to Engineers
/0 Comments/in Industrial Websites /by Achinta MitraAn industrial website redesign for manufacturers, system integrators and distributors that market to engineers, requires a different approach because marketing to engineers is different. This becomes a challenge if the outside web development company or your in-house marketing department doesn’t have a clear understanding of marketing to engineers and industrial professionals.
A website redesign that doesn’t match your sales process is doomed to fail. Marketing shouldn’t attempt doing a site redevelopment all on their own. You must get Sales and other key stakeholders involved from the very beginning of the redesign. Get their input while planning the site map, the architecture, the content, calls to action and the overall strategy. In other words, thoroughly vet the What, Who and the Why before you start designing the site.
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Industrial Email Marketing for Engaging Engineers and Technical Professionals
/0 Comments/in B2B E-Mail Marketing, Industrial Marketing /by Achinta MitraDo you think industrial email marketing is dead? It would be easy to jump to that conclusion given the declining click rates and the difficulties in getting past the sophisticated email spam-filtering methods. Engineers and technical professionals know how to opt out and have much higher expectations from vendor emails.
Think twice though before you discard the tried-and-tested industrial email marketing strategies. Sure, the old way of “batch and blast” is no longer effective and email marketing is facing challenges, but it is not dead by any means. I can say that based on my own experience working with manufacturing and engineering companies on a daily basis.
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Industrial Content Marketing for Engineers to Make a Buy Decision
/1 Comment/in Content Marketing /by Achinta MitraManufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers. These Design Engineers often don’t have the final buying authority but unless the industrial parts are “designed in” by these engineers (Specifiers), the Purchasing Department (Functional Buyers) can’t or won’t issue a Purchase Order or contact you with an RFQ.
Search this blog for my earlier posts on MQL vs SQL and understanding the differences between a specifier and a functional buyer. In this post, I’ll focus on a specific industrial marketing strategy that is an effective sales enabler when targeting engineers.
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