Industrial and Manufacturing Marketing Articles

E-commerce for manufacturers and distributors

E-Commerce for Manufacturers and Distributors—What You Need to Know

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Reading Time: 6 minutes
Historically, e-commerce for manufacturers and distributors has been lagging with some exceptions. I know of two industries that have adopted e-commerce quickly—distributors of industrial automation products and electronic components. However, times have changed. Industrial manufacturers and distributors are poised to dive right into e-commerce. The pandemic has accelerated the trend towards online sales. According to…
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The industrial buyer's journey

The Industrial Buyer’s Journey—What Manufacturing Marketers Need to Know

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Reading Time: 4 minutes
The Industrial buyer’s journey can be complex and typically involves a committee of decision-makers. Sometimes the sales cycles may be as long as 12 to 18 months, for example, custom-engineered systems. Of course, not all industrial sales take that long. You may want to read my earlier post on the industrial customer journey. The industrial…
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Landing pages for industrial lead generation

Landing Pages for Industrial Lead Generation

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Reading Time: 4 minutes
The importance of landing pages for industrial lead generation cannot be overstated. Why? That’s where conversions happen—visitors turn into leads. Landing pages are where your visitors first land from a marketing campaign or a social media channel. Note, this is not the same as promoting your blog posts via social media channels for site traffic….
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Manufacturing content marketing

3 FAQs About Manufacturing Content Marketing

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Reading Time: 5 minutes
I understand you may have more than three Frequently Asked Questions (FAQs) about manufacturing content marketing. This post will focus on the three questions that my manufacturing clients ask me most often. To validate my own experiences, I’ll refer to research findings from the report Manufacturing Content Marketing Insights for 2021 published by the Content…
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Industrial customer journey

Industrial Customer Journey and the Digital Experience

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Reading Time: 5 minutes
Understanding the industrial customer journey is essential to the success of digital marketing with content. Based on my conversations with manufacturers, I sometimes get the impression that it is just a marketing exercise to them and is not taken seriously. Why do I say that? Let me give you two examples. Example #1: Conversation with…
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industrial website redesign

Why Retrofitting Industrial Website Redesigns Usually Don’t Work

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Reading Time: 5 minutes
Industrial website redesigns are major undertakings, not something you want to decide or do in a hurry. They require careful planning and input from many stakeholders for them to succeed. I’m talking about redesigns that turn industrial websites into productive and effective sales tools. Many industrial website redesigns fail, not because of a lack of…
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