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 Read More
If you want to start blogging to build brand awareness, generate interest in your business, and bring in leads, there are factors you need to consider. Topics Blogs are not just about selling products or services. They are meant to provide Read More
These common marketing mistakes can cause sales to stagnate if not addressed. Mistake #1: Inconsistent marketing Avoiding a sporadic marketing program, one of the most frequent marketing errors, puts you in control. Instead of waiting for business to come in from Read More
You might have built a website that engages visitors with the imagery and messages that promote your company, but is that enough? Not if you didn’t consider the keywords used in the site. Keywords are the way potential clients find you through Read More
While recruiting and industrial marketing may not seem like a fit, there is more in common than at first glance. After all, when seeking to fill positions, you are marketing your company as a great workplace. Messages Marketing messages focus on Read More
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 Read More
Understandably, emulating a successful competitor seems like a surefire marketing tactic – it’s not. Here’s why you want to avoid the pitfalls of copycat marketing. Using a slight variation of a successful company’s brand (logo and messaging) goes against the basic marketing Read More
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 Read More
Before a prospect will decide to work with you or purchase your product, you need to establish trust. Here are some ways to help your salespeople build that critical trust throughout the sales process. Testimonials: Nothing tops a third-party endorsement to prove Read More
Often, businesses fail to use the referral sales channel. Generally, this is because they assume that customers will automatically refer their company if the opportunity arises. However, customers might not know you are seeking more sales or all the services or products Read More
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 Read More
When making a sale presentation, it’s more than just about the price. Look at it as if you are selling your company all over again. Because whenever you have competition, you have to remember that they are probably promoting their strengths and Read More
The traditional sales funnel ends with the sale. However, to get the most out of the sales funnel, it needs to include encouraging repeat sales. When you have satisfied customers, they are more likely to purchase from you again. Develop a program Read More
Now that the tax season is over and accounting firms can breathe a sigh of relief, it’s time to think about client acquisition. As most firms gain business from their community, effective local financial marketing is essential. The first marketing channel to Read More
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). Read More
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, Read More
Anyone conducting sales and marketing for manufacturers must consider the emerging market of millennials. People born between 1981 and 1996 are considered Millennials. This group was born into a technological world, growing up with technology and its ongoing development. They use more Read More
Essential projects in a construction marketing program, a brochure, or a website are only parts of the plan. A marketing program needs to consist of strategy, branding, awareness building, lead generation, and sales material. However, while these parts might combine to make Read More
All manufacturers understand the need for a well-stocked toolbox. The industrial marketing digital sales tools you have available for your sales teams are just as essential. Let’s review what these materials need to cover: Responding to leads Building relationships Establishing industry Read More
One of the fundamental messaging techniques in marketing is Feature and Benefit (FAB). Over the past 35+ years, it is the one message that most of my first-time clients have developed. At least for the most part. Let’s look at how you Read More