Top 12 Industrial Marketing Posts of 2014

top 12 industrial marketing posts of 2014It’s time to look back at the most read industrial marketing posts that I published in 2014. I’ve culled the list down to 12 based on the data from my Google Analytics. These industrial marketing posts are listed in the order of published dates –oldest to the newest.

#1: What’s Hot and What’s Not in Digital Marketing for Engineers in 2014: I just downloaded my copy of the 2014 Digital Marketing for Engineers survey published by John Hayes and his team at ENGINEERING.com. There are some interesting and encouraging findings. I’ll use a few of the charts from the survey results that show what they found and then add what I am seeing firsthand with my industrial clients. Read more…

#2: Industrial Website Redesign Should Fit Your Sales Process: If you want your industrial website to generate qualified leads and drive sales (Of course you do), make sure you and your web developer takes the time to ask and answer the key question, “How will the redesigned website align with our sales process?” Many other related questions begin to surface whenever I ask that question. Read more…

#3. How to Create Successful Industrial Marketing Content for TOFU: Creating effective marketing content for TOFU is proving to be a challenge for many manufacturers. That’s because these industrial companies have plenty of product datasheets, user guides and other product-centric marketing collateral but very little content that is customer-centric. Why is this important? Read more…

#4. Winning the Engineer’s Mindshare with Industrial Blogging: There is a two-fold challenge here. First, you have to bring attention to real-world technical problems and not something that you’ve cooked up to sell your solution. Second, engineers are trained to be skeptical and demand proof of concept before they’ll buy your solution. Read more…

#5. Industrial Content Marketing — Different Strokes for Different Folks: Sure, there are many common types of content assets used by manufacturers and industrial companies but how they are used, who uses them and at what stage of their buying journey make all the difference. And that’s the main thrust of this post. Read more…

#6. Industrial Marketing for Engaging with Engineers: If I had to summarize the answer in one sentence, it would be, “Industrial marketing must be from one engineer to another.” That is by far the most effective strategy for marketing to engineers. Read more …

#7. To Blog, or Not to Blog…That’s the Question Many Industrial Companies are Asking: Manufacturers, distributors and engineering companies have read or heard about all the benefits of content marketing in general and blogging in particular but many are still sitting on the fence. I’m often asked the question, “Should we start a blog?” It is a simple question but the answer is not a simple yes or a no. Read more…

#8. Content Marketing for Industrial Distributors: Content marketing is proving to be a big challenge for industrial distributors that I have talked to. The problem stems from the fact that distributors have relied heavily in the past on their principal manufacturers to provide them with marketing content and collateral. Weaning themselves from that reliance and becoming publishers of original content is not only a challenge but they just don’t have the necessary resources for content marketing. Read more…

#9. Understanding the Age Gap is Important in Digital Marketing for Industrial Companies: If you are using digital marketing (You are, aren’t you?) to market your industrial company, its products and services, then you need to understand the importance of the age gap and its impact on digital media usage. I’m sure you have read many of the dire headlines about the critical skills gap in the industrial sector and how it could threaten the competitiveness of manufacturing in the U.S. is the age gap. Read more…

#10. How Unqualified Leads Bog Down Sales Pipelines for Industrial Companies: I have yet to come across a manufacturer, a distributor or an engineering firm that didn’t ask for more leads. No surprise there! The more I probe, the clearer it becomes what they really want are more requests for quotes or proposals. This is understandable since the sales pipeline needs to be full and active at all times because of the long sales cycles that’s typical for industrial companies. Read more…

#11. How Industrial Content Marketing Builds Stronger Relationships Based on Trust: Strong relationships have always been the cornerstone in complex industrial sales. That hasn’t changed and won’t change in the foreseeable future. How we start and build new business relationships have changed in today’s digital age. Read more…

#12. Industrial Website Redesign: Content Before Design: Around this time of the year, I get more calls and emails about redesigning industrial websites. This of course is very good news for my industrial marketing business but there is usually something missing that makes me cautious. Read more…

Happy Holidays!

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