Posts

Industrial Marketers Face ROI Challenges

Developing a good digital marketing strategy and then executing it is complex enough but measuring ROI is proving to be a bigger challenge for marketers within manufacturing and industrial companies.

Thirty-one percent of industrial marketing professionals stated that measuring ROI is the biggest challenge in their profession. That is one of the findings from IHS/GlobalSpec’s 2013 Trends in Industrial Marketing report.

Measuring ROI of industrial marketing is a challenge

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Industrial Blogging Lessons Learned from Working with Technical SMEs

IndustrMy clients often ask me to write posts for their industrial blogs. This requires me to work very closely with engineers and technical SMEs (Subject Matter Experts) on a daily basis for creating content. I have learned some important lessons about blogging that are specific to this technical and industrial audience.

  • Editorial calendar: This may sound like content marketing 101 but let me tell you why it is so important for industrial blogs. At a recent discovery meeting, I received little to no response when I asked a group of engineers about their customers’ challenges that we could blog about. I was expected to do the industry research and come back with a list of topics. Read more

Top 10 Industrial Marketing Posts of 2011

As we wind down 2011, this is a good time to review all the industrial marketing posts that I have published here and been viewed by you, my readers, during the year. Not all the posts were written in 2011, one was way back from 2008.

If there is one important takeaway from this exercise, it is that blog posts live forever and continue to attract traffic long after they have been posted. That’s the power of inbound marketing with content.

I looked at my Google Analytics for the entire year and have selected the top ten blog posts using a combination of Pageviews, Engagement and Social Sharing data to determine the ranking.

Unlike David Letterman’s Top Ten list; my industrial marketing blog posts are listed in decreasing order of popularity.

And now for the drum roll please…

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The Twofold Benefit of Optimizing Marketing Content

Online optimization is usually associated with natural or organic search engine optimization (SEO). Optimizing your marketing content around keywords or phrases is the first step in your content marketing strategy. After all, that’s how your prospects and customers will find your blog and/or Web site.

However, there is another strong reason for optimizing your marketing content that has nothing to do with SEO. I am referring to optimizing customer engagement in B2B marketing.

Why is it important? Because B2B and industrial buyers tend to be more sophisticated in the use of online content in making their decision over the entire buying cycle. BtoB marketers need to create and deliver content that is relevant to those searching for their solution while mapping it to the prospect’s buying cycle. Read more

Optimizing Your WordPress Business Blog

Probably the biggest benefit of creating a business blog is to engage with your readers, build deeper relationships and convert most of them into paying customers. However, none of that can happen until you drive lots of interested traffic to your business blog.

Optimizing (SEO) your business blog is critical because it allows your target audience to find you in search engines and attract traffic. An invisible blog doesn’t draw a crowd and neither will you have the opportunity to engage with them.

Organic or natural search engine optimization (SEO) has always been shrouded in mystery, bordering on voodoo. It seems the secrets of SEO are known only to a few high-priced consultants. However, you can do it too with some help. See my earlier post, “Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress Blog.”

I don’t deny that effective SEO does take experience, expertise and time to produce results. So no one should expect a DiY solution to achieve the same kind of results as a paid SEO expert (ethical one!). Start with some baby steps and fine tune as you learn more.

In this post, I’m going to focus on a powerful DiY SEO tool for WordPress blogs. It is called All in One SEO Pack (AIOSEO) and you can download it from here for free. After you have installed it, log into your admin panel, go to Settings > All in One SEO (See screen shot). Read more

How to Make Your Business Blog Be All It Can Be

Remember the U.S. army’s “Be All You Can Be” campaign? An incredibly successful and popular recruiting slogan was used for over 20 years until it was retired in 2006. How about your business blog, is it all it can be for your industrial company?

I’m assuming you want your business blog to be more than just a personal journal. One way or another, you want it to be an integral part of your industrial marketing efforts in generating leads and driving sales. You want your business blog to become the hub that attracts traffic, establishes your credibility and ultimately, moves those readers forward in their decision making process and become paying customers.

How do you turn your business blog into a powerful sales tool? I’ve listed six business blogging tips here to get you started. Read more