Posts

Content Marketing Challenges for Industrial Distributors

Industrial distributors face a unique set of challenges when it comes to content marketing. These companies have traditionally depended on the depth and breadth of their line cards to highlight their strengths and sell industrial products.

In the past, their marketing content came straight from the manufacturers they represented. You will find the exact same product content on sites of various distributors serving a particular industry. They’ve never had to create and publish their own content before.

The problem is republishing the same manufacturer’s content won’t help your SEO or add any value for your customers and neither will it help to differentiate one industrial distributor from another.

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Social Media Usage by Engineers and Industrial Professionals

Last week I downloaded and read the new research report, “Social Media Use in the Industrial Sector” published by IHS GlobalSpec. Some of the findings are consistent with their reports from previous years and others are good wake up calls for industrial marketers.

It is still true that most engineers and industrial professionals are passive users of social media – they prefer to “read, watch and research as opposed to publish, post and comment.”

Two statements from the report caught my attention. They are:

  1. In terms of researching work-related purchases, engineers prefer other online resources, such as search engines, online catalogs, supplier websites, and vertical search engines (VSEs) such as GlobalSpec.com.
  2. 54% of industrial professionals say there is “too much noise and not enough substance” around using social media for work-related purposes.

Those two findings should be a big wake up call for industrial marketers. First, industrial companies shouldn’t expect social media to pick up the slack if they stop doing things like optimizing their websites (SEO) and adding content assets such as CAD viewers and Parametric Part Number Finders to help their buyers take interim steps that will lead to the final buy decision.

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Industrial Marketing Playbook – Actionable Digital Marketing Ideas for Manufacturers and Engineering Companies

My company, Tiecas has just released a new free guide called “Industrial Marketing Playbook.”

This playbook is not about marketing theories, it is based on our accumulated experience and expertise in marketing to your engineering, technical and industrial customers.

IndustrialMarketing PlaybookIt is 15 pages that are packed with bite-sized, actionable digital marketing ideas to help you score more wins for both sales and marketing.

Use it to map out your own plays for generating more high-quality leads, increasing sales and growing revenues.

Content includes:

  • Understanding the industrial buy cycle
  • What inbound marketing with content will do for you
  • Web design for attracting more engineers and industrial professionals
  • Lead nurturing for better lead generation
  • How to feed your sales funnel with a business blog
  • Integrating social media into industrial marketing
  • Key benefits of marketing automation

Download Industrial Marketing Playbook now >>

How Landing Pages Can Make or Break Lead Generation Campaigns

Your landing page may be the culprit if your lead generation campaign is performing poorly.

I realize that successful lead generation depends on many factors but the landing page is where your site traffic and email clicks convert into qualified prospects and leads. A poorly designed (layout and content) landing page can kill your lead conversion rate.

According to a report from SilverPop, “… up to 50 percent of visitors to landing pages will bail in the first eight seconds.”

What is a landing page?

A landing page in online marketing refers to a page on your site that visitors see (land) after clicking on a link from another page on your site or an email campaign. Traffic to your landing page can come from other sources such as clicks from search engines (SEO), pay-per-click (PPC) campaigns and social media sharing. Read more

5 Things Industrial Marketers Must Do to Attract Engineers and Turn Them into Loyal Customers

Contrary to popular beliefs that engineers are consumers too and therefore one must market to them as people first, I believe marketing to engineers is different. Sure, they are human beings like the rest of us but they have very different emotional triggers and needs when it comes to making work-related decisions.

I should know — I am an engineer too. So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it.

Having worked closely with many manufacturers and companies from the industrial sector, I have learned several valuable lessons about what works when it comes to marketing to engineers and technical buyers. Here are my top five industrial marketing lessons:

Lesson #1: Save them time
Most engineers, especially design engineers are already overloaded with work. Anything you can do to help them find the right information quicker will score big with engineers. Having a search function on your website is no longer an option, it is a requirement. You need to move beyond the free Google Custom Search tool for websites.

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