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 more

Industrial Content Marketing Boosts Sales for Distributors

industrial content marketing attracts customersMy 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 “industrial content marketing” since traditional tactics like cold calling, e-mail blasts and print ads are no longer producing satisfactory results.

So with that mindset, they want to dive right into creating content. The assumption is that the more content they publish, the easier it will be for their target audience to find them in search engines and once they arrive at their site, visitors will be ready to talk to their sales team. (See How Industrial Companies are Stuck on SEO for Content Marketing Strategy).

I wish it were that easy. Conversion optimization is a completely different challenge from discovery optimization even though they are related.

Read more

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 because 53% of engineers and industrial professionals spend 6 hours or more per week on the Internet for work-related purposes.

Manufacturing marketing budgets and satisfaction levels

Here are a few charts from research studies done by the Content Marketing Institute (CMI), ENGINEERING.COM and IHS Engineering360.

Manufacturing marketing budgets and spends

Read more

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 18% of those manufacturing marketers reported that their content marketing was effective in accomplishing their overall marketing objectives. That, by the way is lower than the 26% in 2015 and 30% in 2014. So the effectiveness has been trending down over the past three years.

Industrial content marketing effectiveness - CMI

Fear not though, in another survey done by ENGINEERING.com (Engineering Marketers’ 2016 Campaign Plans Research Report) there was very good news. Here’s what they said based on the responses from their audience – “Content marketing has become so powerful in the marketing industry that only 3% of marketers say they are going to reduce their spending in this category. That’s even more amazing when you see that 27% (10% + 17%) said that it isn’t really working. The buzz around this concept is so powerful that if it doesn’t work, marketers blame themselves. In fact, they are 3X more likely to increase their budget if it isn’t working than they are to decrease their budget.” 

Read more

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 more

Marketing Engineering Services with Content

Marketing Engineering ServicesMarketing 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 hybrid situations where the manufacturer sells custom-engineered products. These are not standard off the shelf widgets but require significant amount of engineering consulting upfront before producing the final product.

In this post, I’ll stick with marketing pure engineering services such as Soil and Groundwater Investigation/Remediation; Engineering Feasibility Studies and Leak Detection and Repair (LDAR) Audits to name a few.

Traditionally, engineering services firms have relied on referrals, professional networking and event sponsorships to grow their business. Referral business is great but they are usually few and far between for a dependable growth strategy. Networking and sponsorships are time consuming and expensive.

Let’s say you’ve perfected your marketing message into a concise 30-second elevator pitch and you’ve become good at delivering it to strangers you meet at professional events. Assume you’ve managed to pique their interest, which is no small feat. Guess what, they are going to check out your website when they get back to the office. The content on your site will make or break that first impression.

Read more

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

Defining leads in industrial lead generationEvery 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 may sound like a dumb question to ask in industrial lead generation but in reality, you would be surprised by how fundamental and serious that question is. I’m not making this up or trying to be clever here.

Let me explain with three excerpts from conversations I have had in just the past few months.

Read more

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 Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs.

Goals of content marketing for manufacturers

Is content marketing for manufacturers meeting those goals and expectations?

I’ll answer that question by first citing study findings and then with my own experiences with manufacturing clients.

Read more

No Digital Marketing for Manufacturers = Marketing in the Past

Are you marketing in the past without digital marketing for manufacturers?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 your customer’s behavior and not because marketing consultants are telling you to do so. Today’s industrial buyers are in self-serve and self-select mode, making them virtually invisible and hard to reach. They don’t need or want to talk to your sales people to get product information. Your buyers will engage with your sales team only when they are ready. Hounding them with cold calls or unwanted spammy emails is not going to make them choose you over the competition.

The lack of buy-in for digital marketing is a two-fold problem as I see it with my industrial clients. The first issue is a mindset at the top and the second part is one of incorrect attribution.

Read more

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 they search.

Focusing your content marketing strategy only on SEO or top of the funnel traffic has many drawbacks. If I had to summarize it in one sentence it would be, search engines are not your target, human visitors are.

People won’t automagically convert into qualified leads just because they found your industrial website in Google or other major search engines. That’s why your industrial content marketing strategy must be based on the entire sales funnel and not just ToFU (Top of Funnel) activities. Traffic by itself means zilch if you can’t convert it into opportunities.

Technical SEO vs content SEO

Right or wrong, SEO has an aura of mystery about it. This in turn turns off many site owners and marketers. While it is true there are certain aspects of SEO that are technical, it is only a small part of optimizing content.

Thanks to the recent algorithm updates by Google, current best practices in organic SEO go far beyond keyword matching, Meta tags and keyword density. The new Google is smart enough to understand and interpret search intent.

Read more

Item added to cart.
0 items - $0.00

This website uses cookies to ensure you get the best experience on our website.

Marketing Matters Newsletters

Marketing Matters is our monthly newsletter which is usually emailed during the last week of the month.

Wait, before you leave!

Get the latest articles on industrial marketing delivered to your inbox every month. Join thousands of your peers from around the globe and stay informed.