How to Reach Your Millennial Industrial Buyer

There are many reasons to embrace inbound marketing for industrial. From a statistical & demographic approach, this is the best reason. Millennials.

millennial_industrial_buyer_2.jpgIf you have read any of my blog, you know I promote inbound marketing for industrial. I often begin my argument with something like, “Your industrial buyer’s behavior has changed”. 

Or…”Your industrial buyer starts the traditional buyer’s journey with search…you greet them with great content.”

Or…”One of the best ways to improve your industrial brand is by producing quality, helpful content that greets your online prospects.”

All valid arguments.

However, it just hit me today at I watched the CBS Morning News.   

Probably the best and most valid reason to engage inbound marketing for industrial is the fact that your baby-boomer buyer is now replaced by the largest working demographic…the millennials.

80 million of them, according to the US Census.

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Industrial Marketing Strategy Need Help? Watch Donald Trump

Business owners on a mission to freshen up their industrial marketing strategy, can learn a whole lot from Donald Trump’s Presidential campaign.

donald_trump-disruptive_industrial_marketing.jpgAllow me to start with one of my favorite quotes from Guy Kawasaki, former Apple marketer & venture capitalist:

  • “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”

Love him or hate him, it is fair to say that Donald has some good grey matter between his ears…or under his hair. It is also fair to say we are watching traditional marketing and communications disrupted in a massive way.

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5 Reasons Your Inbound Marketing for Industrial Fails

Lots of industrial marketers are hopping on the inbound marketing for industrial bandwagon. Most are failing. Here are 5 reasons they fail.

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Internal Passion:

The number one reason is lack of passion internally.  By internal, I mean someone in your organization that is passionate about content or inbound marketing.  That is not to say you cannot outsource your inbound marketing to an agency or consultant, but they must be as passionate about growing your business as they are about inbound marketing for lead generation. They have to be willing to get in the weeds with you and truly understand your industry & business.

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Inbound Marketing for Industrial is Like Donald Trump

Donald Trump is showing the way for industrial internet marketing with his disruptive way of communicating. Industrial marketers should take note and follow his lead.

donald-trump-disruptor.jpgLove him or hate him, Donald Trump is a major disruptor to the established, staid political process of old. Much in the same way Google has disrupted almost everything. (Do you still park your World Book encyclopedias on your shelves?)

Much in the same way Uber & Lyft are disrupting the taxi industry.

Much in the same way Amazon is continuing to dispute the entire retail & industrial supply industry.

Much in the same way inbound marketing is disrupting traditional marketing.

Much in the same way the web & Google is changing YOUR industrial buyers’ purchasing habits.

Don’t believe me?

Continue reading “Inbound Marketing for Industrial is Like Donald Trump”

Inbound Marketing for Industrial Starts With 4 Keyword Tools

For inbound marketing for industrial and industrial lead generation, you can’t beat these 4 keyword tools.

time_for_SEO_research.jpgI often get the question, “How do we decide on what keywords and associated content to create?”  Also, I am asked, “What keyword tools do you use?”

My answer is always the same.

“As the most knowledgeable in your business, Mr. Business Owner, you are the very best keyword tool…by far”

With a dumb-founded look on Mr. Business Owner’s face, I continue. 

You best keyword tool is the owner:

“Mr. Business Owner, you and your employees know the questions your prospects and customers will ask customer service…as well as Google.  All we have to do is glean your companies’ & industries’ keywords from those questions and we will have a great list to work from.”

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Baby-Boomer Mindset & The Changing Face of Industrial Marketing

Industrial owners are mostly baby-boomers. Their industrial marketing strategies reflect a baby-boomer mindset that is out of sync with the new industrial buyer.

baby_boomer-industry_strategy.jpgI have been working with a prominent B2B industrial manufacturer for years. The C-suite management is largely made up of baby-boomers, as defined by an age range of 51-70.  All are talented individuals with specific skill sets; engineering, marketing, sales, etc.  All have excellent people skills and I enjoy each of them.

To a point. Then…I get frustrated when I see so many decisions based on a baby-boomer mindset.

When it comes to leveraging the web into a coherent marketing strategy, they have made their decisions based on rust-belted, gut-dominated, well-meaning, baby-boomer assumptions.  My analysis is not just based on my own experience, but also comes from real data from Google & Millward Brown Digital Research, one of the most respected digital research companies in the world.

I have seen poor marketing decisions based on assumptions born out of an age group simply not fluent in the digital landscape and market realties. My reference “case study” is not the only offender…I see the baby-boomer mindset making poor marketing decisions daily when it comes to digital.

As my dear ‘Ol Pappy use to say, “Son, you don’t even know, what you don’t know”. So it is with many baby-boomers. 

Continue reading “Baby-Boomer Mindset & The Changing Face of Industrial Marketing”

Lower Industrial Lead Generation with Inbound Marketing for Industrial

Can inbound marketing for industrial lower industrial lead generation costs? You bet. Here is a strategic primer

industrial_marketng-marketing_and_business_gears.jpgStay with me here, as there are several teachable moments for industrial marketers:

Those of you that know me and read this blog know that I am a certified HubSpot Partner and evangelist for inbound marketing for industrial. 

It just works…if executed properly.

I spend a lot of time during a normal day perusing through the web to validate my enthusiasm for inbound marketing for industrial. I use lots to tools to consolidate information gathering such as Google News, Feedly, Yahoo Reader, etc.  Of course, you can customize these services to feature the content that interests you the most. By far, my most productive app is Pocket. (www.getpocket.com) So… when I see an article that interests me I simply “Share” with Pocket and forget about it. 

Then when I am ready to write a blog post, I go to my personalize Pocket page and find the reference material that I saved days or months ago, all neatly organize on one web page.

After looking at my keyword rankings recently, I wanted to bolster my rankings for “inbound marketing for industrial” (currently #11 in search rankings) and also thinking about the costs of “industrial lead generation” (currently #13 in search rankings).

I noticed this excellent article by Vibhu Satpaul titled,  How Inbound Marketing Reduces the Cost of Lead Generation.

Continue reading “Lower Industrial Lead Generation with Inbound Marketing for Industrial”

6 Justifications to Outsource Your Industrial Content Marketing

Industrial content marketing is hot…& a necessity. These 6 justifications will convince your owners and management to get outside help.

industrial-marketers-discussing-inbound-marketing.jpgIt seems as if all you hear about in industrial marketing departments is, “We have to get involved with content marketing…Joe Competitor is eating our lunch with some great content on his website”.  (i.e. content marketing: blogs, white papers, ebooks, webinars, podcasts, etc.)

OK…so you assume that Joe Competitor is taking some of your online exposure and leads. It is time to get serious about content marketing or inbound marketing for industrial, as some call it.

Here is why you should outsource your industrial content marketing:

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Content Marketing for Industrial: How NOT to Do It

Many industrial marketers are finally looking to content marketing for industrial for lead generation. Here is how NOT to do it.

content_marketing_for_industrial-how_not_to.jpgI was recently called into to consult with a mid-size manufacturer in Indiana. The President was an old high school basketball teammate and he wanted advice on the best way to generate more traffic and leads from their website. He simply felt the opportunity for lead generation had passed his company by when it came to leveraging the power of the web.

He was right.

Their business was doing well and they had some unique differentiating features for their industrial product, so I viewed this as an excellent opportunity. It was easy to see that their products needed a brand theme or story that would resonate differences in the marketplace.

I then met the new marketing manager that was hell-bent on firing up an aggressive content marketing campaign. The President was also hell-bent on using a local web developer to freshen up their website. Just like his impatience on the basketball court, he demanded that a new website be finished in one month.

The marketing manager had read lots of content on the web about content marketing for industrial (…Or, as some call it, inbound marketing for industrial).  He devoured much of the content by HubSpot about content marketing. (HubSpot’s founder, Brian Halligan, was the originator of the term “inbound marketing”). The marketing manager actually found my blog because of my HubSpot certification and my blog’s focus on industrial internet marketing,

The marketing manager also attended Content Marketing World this past September in Cleveland. He was fired up and now had a shiny new toy. The problem was, he had no experience deploying a content campaign and had not read the entire instruction manual.

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Digital B2B Lead Generation for Industrial Takes Guts

Content marketing (or inbound marketing) for industrial works…but it takes lots of guts.

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I was talking to the VP of large industrial supplier in West Michigan about the digital channel for B2B lead generation.  My passion was bubbling over and I was expanding on the moat he could build around his business if he really embraces this idea of content or inbound marketing for industrial. I knew he trusted me, but he was a little like the deer in the headlights as I expounded on the benefits of the web and content marketing.   

He retorted, “This whole industrial content marketing thing is going to take a lot of work, isn’t it Tom? We don’t have the right resources or staff to compete in this new world of content marketing for industrial. If we do this…it is going to take a lot of guts, isn’t it?”

Then it struck me.

It really does take a lot of guts to change the way you have gone to market for years…especially when it worked so well for years. For the industrial marketer there are so many unknowns when it comes to the brave new world of content or inbound marketing.

I live with this stuff every day.  I see it work, and I think it is a no brainer for industrial companies to embrace a B2B lead generation machine.

But, then I need to put myself in the VPs’ shoes. Continue reading “Digital B2B Lead Generation for Industrial Takes Guts”