Posts

Blogs and Social Marketing in the Upstream Oil & Gas Industry

The Upstream Oil & Gas industry, also referred to as the exploration and production (E&P) sector, has a reputation of being very conservative and conventional. Even though the companies that operate in this sector are well-known global brands, they are not exactly forward thinking online marketers who use business blogs and social media regularly.

However, these companies are no slouches when it comes to using the power of blogging and social media to talk about a politically and emotionally charged topic like hydraulic fracturing. Google the search phrase hydraulic fracturing blogs and it will return 2 million results!

Sure, there are plenty of blogs written by die-hard tree huggers and other environmentalists with their own agendas but the list of blogs on hydraulic fracturing from companies and organizations reads like the “who’s who” of the E&P industry.

Read more

Retrofitting Blogs and Converting Industrial Websites into Blog Sites

I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. A sure sign of that is the number of conversations that I have had recently with my current clients and new leads. They all want to either add a blog to their static industrial websites or convert them into dynamic blog sites.

Retrofitting a blog into an existing site is quicker and less expensive than recreating the site on a blogging platform. However, a blog site with a fully integrated blog has many advantages over the retrofit option. For a full list of benefits, refer to my earlier post, “Build Industrial Websites as Dynamic Blog Sites.”

Some companies need help setting up their business blogs but for most, the biggest obstacle is creating content. One way to get over this hurdle is to repurpose some of your existing content into blog posts.

Read more

B2B Blogging Gaining Acceptance by More Industrial and Engineering Companies

For a while now, marketing consultants have been preaching the benefits of making B2B blogging the cornerstone of inbound marketing. It is difficult nowadays to find a marketing company or an independent expert not using a business blog to attract and engage with its target audience.

I use this blog to reach a wider audience than before, drive more traffic to my industrial marketing company’s Website and establish my expertise in this niche.

But are industrial and engineering companies getting the message about B2B blogging?

GlobalSpec recently conducted a Social Media Survey of engineering, technical, manufacturing and industrial professionals and found that only 24% of these companies have a business blog.

In an earlier post, I had written about three industrial companies that were using business blogs very successfully. Those are well-known companies and their success stories in using content for inbound marketing are well documented. What about other manufacturers and engineering companies?

Read more

Content Marketing: Think Like a Publisher, Act Like an Investor

Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers.

Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers.

“Nobody cares about your products and services (except you)” was the title of a blog post written by David Meerman Scott (Author of the wildly successful book The New Rules of Marketing & PR and his new book Real-Time Marketing & PR) back in 2008.

That mindset is even more important today if you don’t want to drown in the deluge of online content.

Read more

Why Your Sales Funnel May Run Dry Without a Business Blog

Happy New Year!

Are you leaving additional sales leads and revenues on the table?

Industrial marketers who don’t use a business blog are missing a key component of feeding the top of their sales funnels. By not using every opportunity to generate high-quality leads, they may be leaving money on the table.

You can find lots of online articles about the advantages of using a business blog for building thought leadership, communities and humanizing your company. A business blog will help you do all that but what about finding new leads and more sales opportunities?

The answer is a resounding yes. A business blog is a powerful online marketing tool for inbound lead generation. A continuous stream of high-quality leads to feed the sales funnel and keep it humming is the lifeblood of industrial marketing.

To prove my point about business blogging for lead generation, here is an eye-opening statistic – marketers with blogs generate 67% more leads. The chart below shows the difference between B2C and B2B companies.

Read more

5 Most Popular Industrial Marketing Blog Posts from 2010

We’re almost at the end of the year and you made it. Congratulations!

2010 has been another tough year for the industrial sector but I’m encouraged by all the good news that I’ve heard throughout the year about a modest rebound in U.S. manufacturing.

This is the time of the year when most of us tend to reflect upon the year that is coming to an end and look forward to the coming year with renewed hope.

December is also a popular time for bands and musicians to release their “Best of” compilations, bloggers like to summarize their best posts and publishers publish their own “Top XX” lists.

In keeping with that spirit, here are my five most popular industrial marketing blog posts from 2010. I’ve compiled these based on a combination of the traffic, time spent on the page etc. from my Google Analytics, the number of inbound links received, retweets and other social sharing.

I hope you’ll get some value and practical help from reading or rereading these articles.

Read more

3 Business Blogs with Proven ROI from Industrial Companies

A business blog is an important and integral component of inbound marketing. While there are plenty of business blogs from B2B marketing consultants (including this one), industry portals and vertical search engines, there aren’t too many from manufacturers and industrial companies.

Manufacturing marketers do understand the value of a business blog for thought leadership, search engine optimization (SEO), lead generation and community building but proving its ROI has been a challenge. As a result, many of them either ignore blogging as a marketing strategy or wait until their competition launches one.

It is easy for us marketing consultants to extol the virtues of a business blog but clients want to see actual examples before accepting our recommendations on blind faith. They need to see verifiable results and not just screen shots in our online portfolios.

I found three industrial blogs that have produced measurable ROI in terms of lead generation and sales – key performance metrics that resonate with the C-suite.

Here’s proof that business blogging is an effective inbound marketing strategy for manufacturers, engineering and industrial companies. Read more

B2B Lead Generation Using a Business Blog

In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers. In order to satisfy the demands of the C-suite, the marketing department usually provides easy-to-measure metrics like traffic, page views, time spent and number of leads captured. The focus here is definitely on quantity.

On the other hand, the sales team is probably complaining about the quality of B2B leads generated by your marketing team. They want better qualified and sales-ready leads. People in sales are not very interested in spending time nurturing suspects and prospects, that’s marketing’s job. And the tug-of-war between sales and marketing continues.

Business blogs for lead generation

Even though business blogging is not widely used in B2B marketing and especially in industrial marketing, it can be very effective as a tool for lead generation. A good business blog can drive a steady stream of pre-qualified leads that are as good as referrals. Read more