Tom's Blog

From industry’s leader in connecting buyers and suppliers

Helen Carey

As Copy Editor at Thomas RPM, Helen Carey reviews all content — blogs, eBooks, and web pages — to ensure everything reads clearly and accurately. She also occasionally writes for clients, as well as the THOMASNET.com and RPM blogs. In her free time, Helen enjoys watching old movies, reading, and writing poetry; she's had her poems published in several literary journals over the years. When not buried in books and blogs, she's pretending to be a mixologist and exploring New York City's diverse food-truck scene.

Author's Recent Posts

How To Optimize Your Website: 5 Quick Tips

Maintaining a helpful, informative website is critical for reaching your targeted audience and positioning yourself as a leader in your industry. But if your website is out of date or isn’t properly optimized for end users, you’re likely missing out on a lot of valuable lead opportunities.

To ensure your website stands out from the crowd, and helps you pull in the leads that you need, follow the five tips below for easy website optimization.

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4 Tech Trends That Are Reshaping Inbound Marketing

A multifaceted approach focused on attracting customers through the dissemination of helpful, relevant content and thoughtful interaction, inbound marketing allows potential customers to find you through various channels, including blogs, social media, and search engines. While traditional outbound marketing aims to push products, inbound marketing allows potential clients to become aware of a company organically.

But technological innovations and general shifts in the B2B landscape are drastically changing the way inbound marketing campaigns are structured and implemented. Chances are, you’re no longer reading emails on a Blackberry or browsing the internet using a dial-up connection; with today’s technology, content can be accessed in countless ways, whether in the office or on the go.

Below are four major technology trends shaping the face of inbound marketing today and what they mean for your company’s marketing campaigns.

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5 Tell-Tale Signs Your Website Is Out Of Date

For manufacturing and industrial companies, establishing a digital presence is no longer merely an option; it’s critical to staying relevant in today’s increasingly connected, online-focused B2B world. In the past, companies could get away with a one-shot process; once a website was designed and launched, it was done, and no changes were made thereafter. But today, users expect more. They want to know that a company is actively invested in keeping their processes, technologies — and their website — current and up to date, reflecting shifting trends and market changes.

Just like your manufacturing operations, websites shouldn’t be static entities; a focus on constant improvement requires consistent testing and analysis. Today’s technologies and software can easily track user activity, allowing companies to see how visitors are interacting with their sites, conduct A/B tests to determine which kinds of phrasing or designs are more appealing to visitors, and make ongoing updates based on collected data.

Worried that your website isn’t hitting the mark? Below are five easy ways to determine if your site is in need of an upgrade.

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What Makes A Great Social Media Campaign?

To successfully reach the buyers you’re targeting and garner the leads you’re looking for, inbound marketing campaigns should encompass a range of different methods and channels.

Social media, in particular, is playing an increasingly important role in industrial digital marketing, allowing companies to connect personally with fellow industry leaders and attract potential leads.

In the United States alone, organizations are spending $18 billion on social advertising, and this number is expected to reach $23.6 billion by 2019.

But establishing a social media presence means more than just creating a profile, adding some followers, and posting company updates every so often.

Below are a few key tips to keep in mind when creating an effective social media marketing campaign.

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5 Digital Marketing Tips To Reach More Buyers

As technologies continue to advance and industrial buyers increasingly turn to the internet for the information they need to find suppliers and source products, digital marketing has become indispensable in the B2B manufacturing and industrial sphere. Sending out mailers or relying on word of mouth is no longer enough to attract and convert valuable leads; now, a multifaceted approach is necessary to stay relevant in today’s shifting B2B landscape. 

A successful, ongoing digital marketing campaign will encompass a few different digital marketing strategies and elements; a strong, interactive social media presence, pay-per-click (PPC) ads, and use of SEO best practices are just a few of the many channels being used today to expand company awareness and gain leads.

But once you have a solid digital foundation in place, what are the best ways to stay ahead of the curve? Below, we’ll delve into five simple — but super-effective — ways to amp up your digital marketing presence.

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Nearshoring Vs. Reshoring: What’s the Difference?

Over the past few years, there’s been increasing interest in bringing U.S. manufacturing back to American shores, or “reshoring.” But “nearshoring,” or moving operations to nearby countries, rather than very far away, is becoming increasingly popular as a more economical, practical alternative to offshoring.

It’s important to have a solid understanding of both concepts when deciding on the best strategy for your company. Below, we’ll take a deeper look at these two options and compare their benefits and drawbacks.

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How To Advertise Your Manufacturing Business Online

In today’s increasingly connected world, establishing a strong digital presence is crucial for effective brand exposure and lead generation. With more and more people accessing business and product information online, it’s no longer effective to rely solely on broadcast commercials, newspaper ads, or telephone campaigns for effective B2B marketing.

As technology and industrial marketing methods continue to evolve, implementing a comprehensive, multifaceted approach is critical for staying ahead of the curve and ensuring potential leads become aware of your company.

Below, we’ve outlined some of the many different ways to advertise your business online and generate valuable leads.

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The ROI Of Inbound Marketing

As the digital world reshapes the industrial world, marketing budgets are on the rise. According to ENGINEERING.com's annual survey of engineering marketers, twice as many respondents reported that their budgets were growing rather than shrinking in 2017.

As industrial marketing budgets continue to rise, more funds are being allocated to the creation of content — in the form of blogs, eBooks, email campaigns, videos, webinars, infographics, and so on — as good content is at the core of any successful inbound marketing program

Like with any investment, the marketers and manufacturing companies that are making them want to ensure that they are receiving a positive return. We’ve outlined two major areas of return on investment (ROI) that illustrate the effectiveness of inbound marketing. 

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