When developing messages to promote your company, be certain you cover all your industrial marketing strengths. Most manufacturers focus on the products or services they offer through the ‘Feature & Benefit’ messaging process. This process highlights the features of your product or service and the related benefits to the prospect. However, this limited approach stops […]

One of the most confusing areas of marketing we encounter when working with manufacturers is social media. The first question is, “Do we need it?” The answer is yes. It is an integral part of an inbound and outbound marketing program to grow sales. The next question is often, “Which social media channels do we […]

From keylines to computers and airbrushing photos to Photoshop, I have seen many changes in my nearly forty years in marketing. Across those decades, several new lead generation channels have emerged, too. Most have been successfully incorporated into the mix, but here’s what I call the “industrial marketing pendulum.” Whether it’s the Internet, websites, SEO, […]

Most manufacturers focus on their products and ignore the industrial marketing service message. Of course, quality and delivery are essential to the product you produce. However, the service you provide during the sales, production, and support processes can mean the difference between a happy, long-term customer and a one-time sale. If you lack outstanding service, producing […]

This blog discusses the most important part of marketing after finding a new customer—keeping them. Your dedicated sales team puts in a tremendous amount of work to land a new contract. For this reason, you need to have processes in place to maintain the customer relationship. I call this the industrial marketing circuit because it […]

Marketing messages are the backbone of lead generation and sales success. Yet, in my 30+ years of working with manufacturers, I’ve noticed a common oversight in the need to fully promote their industrial marketing strengths. While the messaging often covers what they supply to customers, is that truly enough in an increasingly competitive market? I […]

I’ve been in marketing long enough to remember when websites first came on the scene. It was only a short time before it became an essential marketing component. In those days, each website was coded in HTML. Today, websites are plug-and-play with easy-to-follow templates. While anybody can build a website using one of these platforms, […]

After 30+ years involved with business-to-business marketing, I can tell you that it continually changes. Marketing tactics that once only mattered to business-to-consumer strategies, now should be part of a B2B marketing program. While customer feedback has always been an essential factor for manufacturers in improving service and promoting their company. This was normally part […]

When we build websites for our manufacturing clients, we always focus on industrial marketing organic SEO. Search engine optimization (SEO) is complex and can engage other strategies, such as AdWords (paid Google ranking) and Off-Page (tactics to help ranking off your site). Organic SEO is what you do on your website. These tactics include keywords, […]

An industrial marketing event is a tried and tested tactic. This one-to-one lead generation channel provides an excellent opportunity to leverage the power of in-person interactions. There are many types of industrial marketing events, such as trade shows, open houses, product training, and charity outings. These tactics strengthen brand awareness, grow sales opportunities, promote customer […]