Industrial Marketing

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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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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Why Manufacturers Need a Multichannel Industrial Marketing Strategy

Multichannel industrial marketing strategy doesn’t get that much attention or buzz. It should, because it is a closer reflection of how manufacturing and engineering companies are marketing these days. It’s a fact that in 2016, manufacturers and industrial companies are spending more of their marketing dollars on digital marketing tactics. This of course makes sense …

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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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How Manufacturing Content Marketing Sets the Table for Sales

I 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. …

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Marketing Engineering Services with Content

Marketing engineering services is very different from marketing industrial products. The biggest difference is that you are selling an intangible concept as versus a physical product. The final deliverable in engineering services may be a written report but it is still not the same as selling a motor or a pump. I have run across …

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In Industrial Lead Generation, a Lead is a Lead, Right?

Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads. I have no issues with that but do these companies know what a qualified lead is? That …

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Content Marketing for Manufacturers: What’s real and what’s hype?

If you are a manufacturing marketer, I’m sure you’ve heard all the buzz and the hype surrounding content marketing for manufacturers. It is a fact that today more manufacturers are using content marketing for increasing awareness (branding), lead generation and sales. That’s not hype, it’s definitely a reality as reported by the 2015 B2B Manufacturing …

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No Digital Marketing for Manufacturers = Marketing in the Past

Most manufacturers including precision CNC machine shops and fabricators have difficulty understanding the true value of digital marketing for manufacturers. Some that have implemented it, struggle to produce tangible results, meaning a boost in sales that they can attribute to marketing. The need for a robust online presence (Website and customer-centric content marketing) is driven by …

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How Industrial Companies are Stuck on SEO for Content Marketing Strategy

I find too many manufacturers and industrial distributors basing their entire content marketing strategy with one goal in mind – getting found in Google. In other words, the entire focus is on Search Engine Optimization (SEO). “What’s wrong with that?” you ask. After all, your content is useless unless people can find your website when …

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