Industrial content marketing

Content Marketing Strategy Must Drive Your Industrial Website Redesign

An industrial website redesign shouldn’t be a quick decision because your site is the very foundation of your online presence. Why is it such an important decision? According to the Industrial Buy Cycle survey of engineers and technical professionals conducted by IHS Engineering 360 (formally GlobalSpec), “The top three most frequently used sources for searching …

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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 …

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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 …

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How Industrial Content Marketing Increases Awareness and Creates True Differentiation

Industrial content marketing can be very effective in solving two common problems that many manufacturers and distributors face. They are: Lack of awareness about them among engineers and industrial buyers Inability to differentiate themselves from the competition Given the fact that today’s industrial buyers prefer to do their own research and rely more on a …

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Industrial Content Marketing Boosts Sales for Distributors

My conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. That should come as no surprise. The real problem however lies in the definition of the problem itself. Most distributors define their problem as “lack of sales.” The solution therefore must be this new-fangled thing called …

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Industrial Content Marketing’s Role in Sales

You’ve probably read all the buzz surrounding industrial content marketing. You are in good company if you are already doing it. The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America). Here’s a reality check—only …

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Industrial Marketing Plan: A 3-Phase Approach

As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for the next year. As an industrial marketing consultant, I’m often asked by clients the best way to approach this important planning task. My preferred way is what I call the …

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Digital Marketing for Manufacturers: Making a Business Case

Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company. Sales are slow; you need to do something right now to make the phones ring. The directive comes from the top – add more sales people, start working the phones and drop those prices just to book orders. Uh …

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Lead Generation for Industrial Companies is a Process not a Campaign

I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation. That mode of thinking is outdated and simply doesn’t work today where you are dealing with mostly invisible and self-directed industrial buyers. Buyers are looking for information online and interacting with sales people on …

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Most Industrial Websites Miss the Mark

I don’t know of any manufacturer or industrial company that doesn’t want their website to generate more leads and grow sales. Do you? Yet, most supplier websites are failing to meet the buyer’s expectations. And that has nothing to do with industrial website design. According to Acquity Group’s annual State of B2B Procurement study, “Although …

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