Posts

Build Industrial Websites as Dynamic Blog Sites

For most industrial companies and manufacturers, a Website is the centerpiece of their online presence. By now, most industrial marketers are aware of the power of inbound marketing for lead generation. A blog is considered the cornerstone of an effective inbound marketing strategy.

What if you could combine the best of both these marketing tactics? I’m talking about creating a blog site with dynamic content instead of a static digital marketing asset.

Building or redesigning a company Website as a blog site is increasingly becoming the preferred method for many industrial and manufacturing marketers.

Here, I’m referring to an integrated blog site where yourcompanyname.com is the home page of the blog or is in a subdirectory within your main domain such as yourcompanyname.com/blog and not an external blog like someotherblogname.com.    Read more

Industrial Blogs for Lead Generation Using Inbound Marketing

If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads. Upper management asking you to fill the pipeline with ever-shrinking budgets is a given these days.

There are three key ideas in the headline of my post – 1) Industrial blogs, 2) Lead generation and 3) Inbound marketing. In this post I’ll talk about how the three work together nicely in industrial and manufacturing marketing.

Various studies and my own experiences with industrial clients show that filling the top of the lead-gen funnel is still the number one goal.

A study of over 1,400 small and mid-sized businesses found that marketers with blogs generated 67% more leads. (Source: HubSpot).

Industrial marketers who don’t use a blog are missing a key component of feeding the top of their sales funnels. The single biggest benefit of blogging that I know of is getting found early and often when engineers and industrial professionals are researching solutions using search engines.

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Manufacturers Use CAD and 3D Parts Catalogs to Generate Leads

For a while now, manufacturers have been using online searchable product catalogs to generate new leads and sales. Downloadable CAD files have played a major role in components and parts being designed in – a key and necessary step in the industrial buying process.

I have written about the benefits of creating an online CAD library in several of my posts in the past. See my previous article, “Details Matter in Creating Content for Engineers.”

I believe it was ThomasNet that had pioneered the use of online CAD drawings in the industrial sector. Their unique CAD technology allowed manufacturers to put 3D CAD models of their products directly into the hands of more than 100,000 engineers and architects who had registered on their site. That was back in 2005. I’m sure that number has grown significantly since then.

I found it quick and easy to search through the more than 67,000 categories listed in their CAD library. With just two clicks, I was able to narrow down my search to Pumps, Valves & Accessories > Valves: High Pressure. I could then select a specific manufacturer’s CAD library to view.

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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 >>

Dawning of the Age of Content Marketing in the Industrial Sector

Manufacturers and industrial companies have a reputation of being slow to adopt new marketing strategies and techniques. If you are a B2B marketer who deals with engineering companies, you know how difficult it is to explain the true value of content marketing to upper management and the C-suite. As a result, many industrial companies remain in the dark about the power of content for inbound marketing.

If you Google “definition of content marketing,” it will return 4,760 results. Obviously it means different things to different people.

I went directly to the source, Joe Pulizzi, the man who literally wrote the book on content marketing (co-authored Get Content Get Customers) and the founder of the content matching site Junta42. His defines it as:

Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way to grow your business.

By now it is well documented that the Internet has changed buyer behavior dramatically and permanently. Lead or demand generation is still the number one priority of industrial marketers and content is the fuel that drives this marketing engine these days. Read more

Why More Engineers Ought to be in Sales and Marketing

Think aligning sales and marketing is difficult? Think again.

In most manufacturing and industrial companies, engineering, sales and marketing operate in their own silos, barely acknowledging each other’s existence. The disconnect is strong and distinct.

As clichéd as this may sound, it seems Engineers are from Mars, Marketers are from Venus.

I feel I am qualified to talk about this problem because I am an engineer who makes a living as an industrial marketer. I see and experience this problem first-hand with my engineering and manufacturing clients. One of the reasons I am retained is to bridge this gap between marketing and engineering.

This misalignment is destructive and disruptive to the entire organization. The insults and accusations come hot and heavy from both sides of this great divide.

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Is Your Industrial Website Still Just a Business Card?

Unless you’ve been on a very long sabbatical from industrial and manufacturing marketing, you very well know that your website should be the hub of your online marketing.

Why should you care about your company’s website? Probably the best reason I’ve read is by Linda Rigano, Executive Director of Strategic Services at ThomasNet. She said,

“Treat your website as if you were hiring a six-figure salesperson. If you were going to put them on the street, what would you do? You’d arm them with information about the marketplace. You’d arm them with information about your products and how people use them. Then you’d put that person in front of the audience and check with them.”

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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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