New Content Marketing Research for Manufacturing

March 18, 2015

A new study published by The Content Marketing Institute identifies tactics that are working for manufacturing. The B-to-B sector has always been known to be slightly behind the curve when compared to consumer goods, but the manufacturing side is even farther behind.

That’s the bad news. The good news is that this sector is willing to try things, and this study shows that they are now identifying things that work and are focusing on improving them.

2015-MFG-Research-goals-image 1Beyond brand awareness, their primary concern is sales, and to get to sales, they need to generate leads. Ironically, even though they identify sales as the top goal, fewer than half use sales as a measure of content marketing success. One of the challenges is getting everyone on the same page as to who you are and what you want to accomplish. Mixed or multiple messages don’t work.

Manufacturers top 5 effective tactics are:

  1. In-person events
  2. Videos
  3. Webinars/webcasts
  4. Case studies
  5. White papers

Manufacturers are presently working on:

  1. Converting website visitors
  2. Organizing content on website
  3. Creating better, more engaging content
  4. Better understanding their audiences and how/when they consume content
  5. Finding more/better ways of repurposing content 

So how do these results stack up with what you’re doing?

As a side note, this fall, Content Marketing World will have a whole day focused on the manufacturing sector and it’s worth attending. Great speakers and ideas.


Are you using SlideShare to Generate Leads from Tradesman?

March 11, 2015

SlideShare is probably the most overlooked social media tool.

Close to 70 million visitors a month second only to YouTube is nothing to sneeze at. SlideShare was purchased by LinkedIn a few years ago which allows both platforms to work seamlessly together which is good news for you.

Why should you consider using it?  It’s a great way to market your business, showcase your expertise as an industry leader. Not only can you put up Power Point presentations and white papers, you can upload videos by using SlideSharepro  and have a way to repurpose your webinars or online training options.

If you’re worried about sharing your information with the world, you can upload content that you can make available to select audiences (by invitation only).

The most important reason for using SlideShare is to generate leads. Peg Fitzpatrick recently wrote a great post on Social Media Examiner on ways to capitalize on getting leads.

She focuses on ways to collect emails from viewers, how to use links in slides, why you should add visual calls to action and lastly, why the description. It’s a good quick read.

Heidi Cohen outlines 10 actionable marketing tactics to get the most out of leads.

Don’t miss out on this valuable tool that will help you not only become a thought leader, but generate leads at the same time.


Are you Using Mobile to Share Your Content with Tradesman and Contractors?

March 10, 2015

The professional trades are no different from normal consumers when it comes to using mobile. There have been a few recent articles in eMarketing.com about both time spent on mobile devices and what’s being used to open and read emails. The most recent eMarketing article has to do with B-to-B content marketers not using the mobile platform to spread their message.

What I find especially interesting is mobile is last on the list and social media is second. Do they think contractors are checking their Facebook or Twitter accounts during the work day to see what kind of info a manufacturer is promoting that day? I wonder if those content marketers really understand how and what might be useful to a contractor on a job site.

Besides the content they want to deliver, they need to consider apps and mobile tactics. Here are a few.

Possible Apps to Consider:

  • Product information
  • Engineering or other calculators
  • Installation and troubleshooting instruction videos
  • Productivity tools
  • Competitive cross-reference charts
  • Ability to check current inventory levels
  • Distributor locator with direct links

Top Mobile Tactics to Consider:

  • Responsive website – so it can be read on any device.
  • Mobile-friendly campaigns - optimize landing pages.
  • Mobile advertising - can be tailored by location, time and device so take advantage of them.
  • Mobile email - make sure your HTML can be read properly on these devices.
  • Mobile apps - apps let you secure a prominent presence on your customer’s device.

Are Independent Industrial Distributors Helping Amazon to Succeed?

February 24, 2015

I recently read a great article in Industrial Supply magazine on how independent distributors are helping Amazon take business away from them. The article was written by Jack Bailey, CEO of IDC-USA, an independent distributor cooperative.

The article is interesting because it not only affects distribution, but ultimately the manufacturers who supply them. From a distributor’s point of view, they are either scared to death of them or they think it’s a passing fancy and this too will go away.

The problem is that most items that have part numbers and can be ordered online or through a PO are prime game for Amazon. Amazon has convinced many distributors to join their third party selling agreement to sell their products on the Amazon e-commerce site. Short term for many of them, it means more sales, but long-term, it will mean disaster. Amazon is a great collector of data and once they have enough profile info on who buys what, they can and will cut out the independents.

What does it mean to manufacturers who have resisted selling to Amazon is they run the risk of being replaced by a competitive product and literally lose millions in sales when Amazon comes to them with all this data of who bought what from whom.

This has always been one of manufacturers biggest challenges with traditional distribution of getting the names of their customers and what they buy. Now the distributors are willing to give that up freely to their biggest potential competitor that could put them out of business and they will!

How ironic!


LinkedIn Still the Top Performer for B-to-B

February 17, 2015

I don’t know about you, but LinkedIn continues to be a top performer for me and my blog posts. The top referrer is search engines, but LinkedIn is a strong second and Twitter is third for getting the right eyes on my blog.

A recent article in eMarketer.com confirms the fact that among top social sites for B-to-B, LinkedIn remains on top for both usage and effectiveness.

I use LinkedIn exclusively to share my posts with not only the folks that linked to me, but to the numerous LinkedIn groups that I belong to. I’ve had clients who have great success in recruiting the right kind of talent using their paid job searches.

Are you using LinkedIn, and if so, are you having similar success?


Online Video Training Can Make Contractors Be More Productive

February 4, 2015

From a manufacturing point of view, it’s in your best interest to train contractors on the best way to install your product. It eliminates call backs and helps contractors sell more of your stuff. No surprise there, but with sales forces that are stretched thin, now they can only do so much training. Where do they focus their efforts – on the distributor’s sales force or on the end user?

The answer is use online training for both.

  • You can train distributor sales on new products, not only on features and benefits, but also on where/when they should be used. There are several eLearning options out there that can test them after to make sure they got the point.
  • You can train contractors on new products/processes and installation tips.
  • Online lets them take the course on their timeline, not yours.

Both distributors and contractors want to get the most out of both employees as well as opportunities, so you’re better off arming them with the right info.

  • According to the American Society of Training and Development, companies that spend $1,500 or more per employee average a profit margin 24% higher than those who don’t invest in their employees.
  • Deloitte reports that 18% of all training is now on smartphones.
  • Cisco’s VNI Global IP traffic and service adoption forecasts that by 2018, 79% of all internet traffic will be videos.

If you like this post, you might want to read:

Do You Have a B-to-B Video Strategy?

Manufacturers: Are You Missing out on Video Opportunities?

B-to-B Video is on the Rise: Are You Taking Advantage?


What Will our B-to-B Marketing Responsibilities Look Like in 2 Years?

February 3, 2015

Marketing’s role over the last decade has been pretty simple. Focus on your brand and identify new potential sales. Granted, there have been several new tools and processes introduced to help us identify, track and communicate with potential new customers. But the ultimate end game was to differentiate your brand and help identify and create good leads for sales to follow-up on.

That is about to change if you buy into a recent article in eMarketer that said branding and lead generation in a few years won’t be marketing’s top priority. The article claims that the top 3 current responsibilities won’t even be on their list. What does that mean to current marketing teams? It means major changes will need to be made to support these shifting priorities and responsibilities.

According to the article, less than 20% currently have fully integrated customer data across their organization. That leaves a lot of work for the rest of us.

I think we all need to look at marketing tools that can help us work smarter. I also think most of us with our sales counterparts are trying to get a better handle on what our customers want. But what we sometimes overlook is one of the basics - talk to them and see what’s up. Isn’t that our ultimate end game?

What are your thoughts? Do we spend less time on brands and developing leads?


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