How Does B2B Industrial Marketing Create a Content/Inbound Marketing Culture?

To be competitive in the Age of Google, industrial marketers must embrace content/inbound marketing. How does an industrial marketer make that cultural leap?

content marketing for manufacturingI was at a good customer several weeks ago. This particular customer was not happy with their keyword rankings on the search engine return page. On several occasions over the past two years we had urged them to create more content. We explained, increasingly Google wants more product/industry-related content. Like many businesses they were too busy running their business to think about “content marketing” or “inbound marketing”.

I realized during my conversations with this successful, third generation, company they had no idea what I meant when I urged them to “create more content”

Sort of like telling a Nun how good sex is. There is simply no experience to relate to.

So it is with many B2B industrial companies. Continue reading “How Does B2B Industrial Marketing Create a Content/Inbound Marketing Culture?”

Is Inbound Marketing Right For The Industrial Marketer? [A Review of Jay Baer’s YOUTILITY?]

To be competitive in the Age of Google, industrial marketers must embrace the inbound marketing mind set. Jay Baer’s book Youtility is a great place to start.

jay_baer-youtilityMarcus Sheridan was recently in Kalamazoo and I was able to corral the well-known evangelist for inbound marketing and HubSpot and do a short interview focused on industrial markets. Before my, on-camera, interview with Marcus we chatted briefly about Jay Baer’s book titled Youtility, Why Smart Marketing is about Help not Hype. Marcus had done the forward in Jay’s, NY Times best seller and #1 Amazon best seller, book and our conversation reminded me about the essence of Jay’s book.

“It is not about changing your marketing…it is about changing your mindset.”

So…does Jay’s YOUTILITY concept of deploying helpful content rather than pitching products work for the typical industrial market? Is a total mindset change really required?

ABSOLUTELY. Continue reading “Is Inbound Marketing Right For The Industrial Marketer? [A Review of Jay Baer’s YOUTILITY?]”

Want To Be # 1 In Google For Your Industrial Products? Blog About Costs

Industrial marketers are still laggards when it comes to leveraging the blog as lead generation strategy. Maybe this will get their attention?

marcus sheridan tom reppI recently did an interview with Marcus Sheridan, one of the real leaders and evangelists for content marketing.

Although my interview with Marcus was focused on the industrial market, we were able to have some private conversations before and after my on-camera interview while in Kalamazoo.

As many of you, I have watched several of Marcus’s presentations and admired his success, particularly the way he turned around his, “really boring”, pool company by simply blogging. His formula for success was extremely simple.

“They Ask, You Answer” Continue reading “Want To Be # 1 In Google For Your Industrial Products? Blog About Costs”

How Much Does an Industrial Web Site Really Cost?

Don’t look at costs for your industrial web site. Look at the opportunity for lead generation & sales

head in the sand-b2b marketingWARNING: This post is just over 2000 words. However, this is valuable information if you are considering investing in a new web site for your B2B industrial company.

This past week I had the pleasure of spending considerable time with some real pioneers in web marketing, Mark Jones, President of Amerifirst Mortgage, Dan Moyle, Amerifirst’s Inbound Marketing Specialist and also Marcus Sheridan from River Pools and Sales Lion fame.

I know these businessmen well and know their success comes from looking well beyond the cost of building a web site. These companies have made content marketing a culture and their vision is paying huge dividends for all three organizations.

It is my hope that this article allows you to look well beyond the costs and think of your web site as a marketing asset and not an expense.

This is not theory. This is a real marketing revolution. Continue reading “How Much Does an Industrial Web Site Really Cost?”

When your brand is an ingredient…your content strategy needs to reflect that

When your brand is an ingredient…your content strategy needs to reflect that

ingredient brands photoIngredient branding is one of the core principles of B2B marketing for those companies whose products are a component of other products. It differentiates the product offerings and establishes how they are essential to other, more familiar products. According to research conducted by Industrial Marketing Today, ingredient brands are shifting budgets and resources from traditional industrial marketing programs to inbound. While some in the C-suite were skeptical about the efficacy of content marketing to generate sales, today’s path-to-purchase overrides these concerns. The decision journey includes multiple decision-makers who want to discover new ways to do things or understand how a component will integrate into their systems. Different content types have different authority and influence at each point of the journey and each individual decision-maker has its own preferences and “go-to” places for high authority content. Continue reading “When your brand is an ingredient…your content strategy needs to reflect that”