The Thomas Blog

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SEM/PPC

PPC For Manufacturing: What Is Paid Search?

PPC (Pay-Per-Click advertising) is an amazing tool for reaching customers online. It acts as a pull marketing technique that brings customers to you based on their searches and it's a win-win when executed properly. Through PPC, advertisers pay only when a user clicks on their ad; these clicks increase site traffic and, ultimately, also increase the chances of converting these leads into buyers. Unlike outbound marketing, which involves pushing your message out to potential customers, PPC is inherently inbound, since it brings potential customers in.

However, there are a lot of misconceptions about what PPC is, and maybe more importantly, what PPC isn't. Let's clear some faulty understandings that should be helpful when before beginning your first PPC campaign.

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News Highlight

New Suppliers on Thomasnet.com for October 2019

With a continuously growing number of over 500,000 detailed profiles across 70,000 categories of products and services, we provide actionable information on a wide variety of companies for your sourcing needs, including on the top suppliers of each field. In this look behind the scenes series, we bring you some of our most interesting new suppliers across the Thomasnet.com platform who have been added over the last month. 

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News Highlight

New and Noteworthy Categories on Thomasnet.com for September 2019

As North America's leading industrial sourcing platform, we love sharing how Thomas works from behind the scenes. Ever wonder how we achieved our 70,000 sourcing categories, from Alloy to Zinc? Each month, our 20+ expert supplier analyst team identifies manufacturing trends and business needs from our buyers, and create new categories to help make industrial sourcing easy. Here's a list of our latest new sourcing categories from across the platform, from Charpy impact testing to modified shipping containers. 

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Marketing Strategy

7 Marketing Mistakes That Manufacturers Make Over And Over Again

After all of the time and resources you’ve invested into your digital marketing engine, you wouldn’t just walk away from the progress you’ve made, would you?

Common mistakes can derail months and even years of hard work. In many cases, the biggest risk is doing nothing at all — no more new content, not following up on industry trends, and not performing due diligence. Unfortunately, we see many companies making the same mistakes over and over again and it can cost them leads, customers, and a lot of revenue.

Here are common manufacturing marketing mistakes you should avoid:

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Lead Generation

5 Things Every Product Manufacturer Must Know To Drive Leads

Engineers and sourcing professionals rely on comprehensive, digitized product data in order to do their jobs. They need accurate data, and they need it fast. Many manufacturers rely on a website and phone number to handle inquiries for new data, but is it really the most efficient way? 

According to Forrester Research, rich omni-channel experiences deliver several competitive advantages for B2B businesses — especially those with complex products. Omni-channel supply chains serve customers across different channels. The difference with a multi-channel approach is that with an omni-channel approach, the channels are fully integrated in order to provide a seamless customer experience. We’ve listed out five things all OEMs and industrial manufacturers must know to generate more leads, satisfy customers needs and increase sales.

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Video Marketing

13 Videos Featuring Industrial Companies & Facilities You Should Watch

When’s the last time you were in a new manufacturing or industry facility? Maybe you toured a colleague's shop during a trade show a few years ago or had to do an audit for a new supplier recently. With so many industry expansions, updates to machinery, and innovative ways to organize, taking a look at what your partners are up to can be interesting for your own brand awareness campaigns.

Of course, we don’t expect you to spend thousands of dollars flying all over the globe to visit other industrial companies and manufacturers. But there are plenty of tours available online for free — from automakers and heavy-equipment manufacturers to plastic injection molders, check out some behind-the-scenes videos below:

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Content Marketing

Does Your Content Pass The Quality Test?

Content marketing for manufacturing companies is a critical element to any lead generation strategy. When done right, it builds your brand image and creates a stronger relationship between you and your customer. But the last thing you want to do is crank out blog posts, eBooks, or other resources that won't be effective — it will not only waste your time, but it'll turn your prospective customers away.

So whenever you're producing content that is aimed to help drive in buyers and engineers to learn more about your company's products and services, ask yourself these key questions below and see if it pases the quality test.

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Sales

6 Ways To Turn A Lead Into A Customer

You worked hard to market your capabilities and nurture your prospects. Now your sales team has a healthy list of leads. However, research shows that 40-50% of these leads are ignored and never followed up on, which can add up to a lot of lost revenue for your business.

Developing an effective lead follow-up process can ensure that you don’t leave potential opportunities on the table. Here are the strategies that should be a part of your process.

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Marketing Strategy

How To Plan A New Product Launch With Digital Marketing

Business owners are familiar with building their own go-to-market strategy. It's the official plan of how a new product gets launched, who the target audience is, the marketing plan, and sales strategy. But each product, industry, and market are different — especially in the manufacturing and industrial world. And with the move toward a digital transformation of sales and marketing, are business owners missing out on the opportunity of incorporating digital efforts into their go-to-market strategy?According to a small business survey done by Thomas, only 15.69% of small businesses in the U.S. are using digital marketing as a primary marketing tactic and 30% are still using word-of-mouth.

The following steps outline how to plan your new product launch with digital marketing and newer better methods of growth.

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