A business blog is an important and integral component of inbound marketing. While there are plenty of business blogs from B2B marketing consultants (including this one), industry portals and vertical search engines, there aren’t too many from manufacturers and industrial companies.
Manufacturing marketers do understand the value of a business blog for thought leadership, search engine optimization (SEO), lead generation and community building but proving its ROI has been a challenge. As a result, many of them either ignore blogging as a marketing strategy or wait until their competition launches one.
It is easy for us marketing consultants to extol the virtues of a business blog but clients want to see actual examples before accepting our recommendations on blind faith. They need to see verifiable results and not just screen shots in our online portfolios.
I found three industrial blogs that have produced measurable ROI in terms of lead generation and sales – key performance metrics that resonate with the C-suite.
Here’s proof that business blogging is an effective inbound marketing strategy for manufacturers, engineering and industrial companies.
Exhibit #1: Emerson Process Management Experts
A niche business blog run by Jim Cahill that targets process manufacturing engineers and professionals.
I had the privilege of listening to Jim and Deborah Franke talk about their fascinating journey from blog awareness (2004) to launch (2006) and how they persevered despite resistance and lack of support from upper management.
Exhibit #2: Indium Corporation Blogs
Indium Corporation is a developer, manufacturer, and supplier of specialty alloys, solder products and solder paste. Rick Short, Indium’s Marketing Communications Director and the chief corporate blogging strategist, manages 73 blogs written by 14 in-house bloggers, all engineers.
Exhibit #3: Kinaxis Supply Chain Expert Community
Kinaxis is a supply chain management solutions provider based in Ottawa. They have been blogging since 2005 and are now reaping phenomenal results. What Kirsten Watson, Director, Corporate Marketing and her team at Kinaxis have achieved is the quintessential success story of blogging and social marketing by an industrial company.
NOTE: Don’t miss their hilarious section called “Suitemates,” a satirical look at the practices of big enterprise software companies.
Here’s a one of their videos from YouTube.
[youtube width=”524″ height=”320″]http://www.youtube.com/watch?v=NwG94SUIIOI[/youtube]
I am sure there are many more out there that I didn’t find. Do you know of other business blogs from industrial companies? Feel free to add them here.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.