Have Concerns About Inbound Marketing for Manufacturers?

Conversations about inbound marketing for manufacturers invariably lead to several questions and/or concerns. I do spend quite a bit of time educating my prospects and clients about inbound marketing.

I’ve published several articles on inbound and industrial content marketing in the past. Just do a search here or select it from the Categories to find them. I’ll summarize the key points and cite some of the latest statistics to validate my claims.

Inbound marketing for manufacturers is not a quick fix for slow sales

This is probably the single biggest area of concern and/or questions. Manufacturers want leads that turn into sales quickly. They don’t want to wait 6 to 9 months for results.

Of course, they don’t want to hear that, they want their phones to start ringing, RFQs coming in and their sales team involved in deep conversations in 30 days or less.

Unfortunately, that’s an unrealistic expectation because inbound marketing with content is not a one-off campaign or a project; it is a process! It takes time to gel before it can produce measurable and repeatable results.

That doesn’t mean you have to wait to see any measurable results. A well-planned and executed inbound marketing program will produce incremental improvements in the short term.

Read moreHave Concerns About Inbound Marketing for Manufacturers?

Webinar: Prove ROI and Make the Business Case for Industrial Content Marketing

Industrial content marketing for engaging with engineers and technical professionals can be challenging. I’ve written about these problems in the past. Why not join me for a free webinar to learn first-hand about these challenges, tips on how to prove ROI which is necessary to make a strong business case for getting buy-in from management. … Read more

Industrial Content Marketing that Engages Engineers

When 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.

Read moreIndustrial Content Marketing that Engages Engineers

Why Industrial Content Must Be More Customer-Centric

Industrial content on websites of most manufacturers and industrial companies tends to be heavy on product specifications. Of course, it is important to have technically accurate and up-to-date product information because that’s the first step in an engineer’s evaluation of your product or solution, especially if you manufacture a component that must be designed in.

However, product specifications alone are not enough to differentiate you from the competition. There are shortcomings to being overly reliant on product-centric content as an industrial content marketing strategy.

Read moreWhy Industrial Content Must Be More Customer-Centric

Overcoming the Challenge of Marketing to Busy Engineers

Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers.

While engineers do use social media, they tend to be passive participants making it hard to engage with them using those channels. To illustrate that point, here are a few key findings from the 2016 Social Media Use in the Industrial Sector report published by IEEE ENGINEERING 360.

  • 82% of engineers and technical professionals spend no more than two hours weekly on social media for work-related purposes.
  • 70% of industrial professionals have never shared or posted news about their companies to their own social networks.
  • 64% of engineers and technical professionals say the biggest challenge in using social media for work is its inefficiency when compared to other methods such as search engines, supplier websites and online catalogs.
  • 55% said that social media has too much noise and not enough substance.

Read moreOvercoming the Challenge of Marketing to Busy Engineers

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales.

Show me the money - Tom Cruise as Jerry MaguireThe problem is not just a matter of better analytics and/or in-depth ROI reports from Marketing Automation. These marketing tools are a big help but can’t completely close the gap. The decision makers at these industrial companies want to know how industrial content marketing will increase their sales before they invest the money. In other words, they are saying, “Show me the money.”

Challenges with industrial content marketing exist across different industries and varying company sizes. Consider these key findings from the sixth annual content marketing survey, 2016 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs:

  • 81% of manufacturers in North America are using content marketing
  • 87% said Sales was their number one goal
  • 18% said they were effective (That is not a typo! Effectiveness was defined as “accomplishing your overall objectives” in the survey)
  • 82% of manufacturing marketers cited creating more engaging content as their top priority

There is a big disconnect here between industrial content marketing and its impact on sales.

Read moreMaking Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

Industrial content marketing needs the help of SMEs

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers. It is not too difficult to prove effectiveness with top of the funnel results such as increased traffic, page views, content downloads and newsletter signups.

However, most manufacturers and other industrial companies are not going to be satisfied with that. They want and expect their industrial content marketing strategy to engage with engineers and persuade them to start a conversation with their sales team.

Industrial companies that I talk to on a daily basis, find it challenging to market to engineers. Their biggest hurdle is the lack of response from their target audience. These companies are at a loss and want a better way to market since their target audience is primarily engineers from various disciplines. And therein lies the challenge.

Read moreEffective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

Industrial Content Marketing: Awareness to Conversion Takes Time and Hard Work

Industrial content marketing success for most manufacturers and other industrial companies is usually measured  by an increase in the number of RFQs/RFPs. Arguments about quality vs. quantity tend to fall on deaf ears because these companies with long sales cycles need a certain volume of quotes to keep their pipelines full and active.

Often, their stated goal for content marketing is “We want to increase awareness among engineers and industrial buyers and generate new contacts.” You’ve probably heard the same or something similar if you are part of an in-house marketing department or an outside industrial marketing consultant like me.

On the surface, it looks like a well-defined marketing goal but if you look closely, you’ll see that it takes many interim steps between raising awareness and converting traffic into qualified leads. It is this lack of understanding of what it takes to go from point A to point B that causes owners and decision makers at these industrial companies to get frustrated from the lack of quick results and shocked by the price tag.

Growing pains in industrial content marketing

According to Engineering360’s online survey addressing the marketing trends, challenges and expenditures within the engineering, technical, manufacturing and industrial companies, thirty-nine percent were just getting started with content marketing and only 12 percent can show how content marketing contributes to sales.

Read moreIndustrial Content Marketing: Awareness to Conversion Takes Time and Hard Work

Industrial Content Marketing Fails to Engage with Target Audience

Industrial content marketing used by manufacturers, distributors and engineering companies is failing to engage the target audience – engineers, technical professionals and industrial buyers. This is not a new problem.

Back in 2014, Forrester had published their research report titled B2B Content Fails The Customer Engagement Test. Here’s a statement from their brief – “Nowhere is the struggle to produce compelling business-to-business (B2B) content more evident than on corporate websites: When 26 out of 30 fail to pass even a basic 10-criteria test, it’s time for chief marketing officers (CMOs) to seriously rethink their content marketing plans for 2015.”

Fast forward to 2016 and industrial companies are still struggling with the same problem. The challenges that manufacturing marketers face are very similar to those experienced by all B2B marketers. 65% of manufacturing marketers said producing engaging content is their biggest challenge (Source: 2016 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/ MarketingProfs).

Read moreIndustrial Content Marketing Fails to Engage with Target Audience

How Manufacturing Content Marketing Sets the Table for Sales

Manufacturing content marketing sets the table for SalesI recently received two emails from two different manufacturers. They both inquired about using manufacturing content marketing to help their sales efforts. Both these companies had used telemarketing and other conventional marketing tactics with very little success in generating sales qualified leads.

You may be experiencing the same or similar problems as these two manufacturers. Here are excerpts from those emails.

  • “Using a lead generation company right now that charges too much and delivers too little. They do not understand industrial sales, and although they are talented and penetrating accounts, many of the set appointments do not answer the phone.”
  • “I have been doing the conventional style of marketing i.e. making cold calls, face-time with clients. After all such interactions, I was simply told to mail the information regarding our product, company credentials etc. I have met 100+ people and so far only a few have responded.”

These two manufacturers are experiencing firsthand the realities of industrial buyer behavior these days. Buyers are in self-serve self-select mode and remain mainly invisible for a large portion of the buy cycle. These industrial buyers will engage with your sales team only when they are ready. Hounding them with cold calls or unwanted emails is not going to help them make a more informed decision of selecting your company as the preferred manufacturer.

Read moreHow Manufacturing Content Marketing Sets the Table for Sales

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