For many years, word-of-mouth referral was a tactic that used to occur offline. For small industrial businesses looking to gain new leads, word-of-mouth referrals can still be effective, allowing businesses to expand brand awareness organically. But over time, they began to learn that relying solely on word-of-mouth can hinder efforts lead generation efforts.
With the emergence of social media and the digital transformation of sales and marketing, the ways of traditional marketing and how referrals are shared have shifted. Rather than asking a friend in person for a business recommendation, most people might post a status on one of their social media networks (like LinkedIn or Twitter) and wait for someone from their network to comment their suggestions. Others are more likely to do a Google search.Read More »
What now? If you’re like many other small business owners, that may be what you’ve been asking yourself after taking the first steps in a social media marketing plan: setting up your accounts, branding your pages, and creating and sharing content. There’s one important element missing: building your network.
And you’ve probably even begun that process and connected with existing customers who had also taken the plunge, big OEMs with hundreds of thousands of followers, maybe some friends and family, perhaps even a celebrity or two (depending on who’s in charge of your accounts). From everything you’ve heard about social media, there must be more to it. So, what now?Read More »
Getting digital marketing right isn’t always easy — especially if that marketing is aimed at the manufacturing and industrial sector, which often involves high-volume, high-cost transactions and very long purchase cycles.
The decision-making process in this field is inherently slow, and oftentimes industrial marketers struggle to connect with their audience in a way that moves them through the buying cycle while providing them with directly useful, engaging content.
It’s never too early to start planning your business goals for next quarter. Setting marketing benchmarks is the only way you’ll be able to achieve scalable growth throughout the next few months and beyond. To help you plan, we've outline the difference between marketing goals and a marketing strategy so you can improve yours and connect with higher-quality prospects.Read More »
If you were to ask any business leader what their main goals for their company are, the answer would most likely be something along the lines of increasing sales and leads. In fact, even if they mentioned other goals, such as improving website performance and SEO, or redesigning a website for better user experience — the main objective behind these actions is to get more people onto the site, ideally leading to more sales.
For Corrugated Metals, Inc., these were the goals in a nutshell. But as with many companies in the industrial space, carving out time to improve their online footprint was a daunting task. As a roll forming manufacturer creating necessary products for the construction, equipment, transportation, and defense industries, focusing on customer needs usually trumped their own business development.Read More »
It’s common sense that you need to drive traffic to your website in order to increase leads. And if you’re showing signs of growth, that’s a great start! But many companies get fooled by statistics showing heavy site traffic and essentially disregard how qualified — or unqualified — those visitors actually are.
SEO and PPC tactics can be extremely effective in getting people to your website, but you also need to have some metrics in place in order to discern how many of your visitors are serious buyers and how many are merely tire kickers.Read More »
Facebook? Check. Twitter? Check. LinkedIn? Check.
If you’ve already put in the work of building out profiles on these major social media platforms and have gained some followers, you’re off to a great start. But even more important than gaining followers, of course, is gaining customers — and simply having a social media presence isn’t enough to reliably convert connections into leads.
Below, we’ve outlined six tips to remember when developing and optimizing your social media marketing strategy. These tips will help you to better leverage your professional online brand to create more relationships with buyers through social media interactions — the process known as social selling. Here's how you can keep your social selling on point.Read More »
Every year, thousands of manufacturers around the country shut down their plants and facilities for a few weeks in the summer. They do so for a variety of reasons — to allow for vacation time, to take care of deferred maintenance, or to retool for the second half of the year.
While these activities are certainly important, too many manufacturing companies let the summer slowdown distract them from one of the most important activities of all — generating new business.Read More »
Search engines are a major source of website traffic — 93% of all internet experiences start with a search engine. So it makes sense that many manufacturers are stepping up their online presence by using Wordpress for their website and implementing smart SEO to get their website found.
If you think about your own behavior when you type in some keywords or key phrases, you probably click on one of the first few results on the page. If you’re serious about having your business' website make it to the top spot on Google, make SEO one of your priorities. In fact last year, 61% of companies listed growing SEO as their biggest priority. Luckily, you don’t need to be an SEO expert to begin.The following list of plugin recommendations can help improve SEO on your Wordpress website.Read More »
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.
Like with any investment, marketers and manufacturing companies 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 — but first, what exactly is the difference between inbound marketing and traditional marketing?Read More »