Industrial Marketing Blog

SEO Ranking Tips: 9 Ways to Improve Your Ranking With Google

Posted by Brian Shanahan on Mar 8, 2018 6:42:50 PM

We've covered SEO ranking tips in this blog before (here and here). Search engine optimization is a critical topic for any business, and a challenging one. It’s also complex, as it touches on social media, content marketing, and website usability. So it’s certainly enough fodder for another post – especially for those of you who want to know how you can most efficiently increase your page ranking with Google.

Y’all probably know these SEO statistics already, but they’re noteworthy enough to bear repeating: 93% of online experiences begin with a search engine, and Google owns over 70% of the search engine market share. (source)

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Topics: SEO, Content Marketing, Online Marketing

Measuring Marketing ROI for Industrial Companies

Posted by Brian Shanahan on Mar 7, 2018 7:05:00 AM

It used to be that marketing was more of an art than a science. You created some ads, developed some data sheets, sent some direct mail and did the same thing the next budget year. Not anymore. Yes, there’s still an element of art, but there’s more science to it now because expenditures need to track to strategies. What’s working and what isn’t can’t be left to conjecture anymore.

This is especially true for industrial companies where budgets are carefully determined and sales cycles are dependent on the nature of the products. C-level execs expect to see that budgets for marketing initiatives are moving the needle on sales. There has to be a return on marketing investment (Marketing ROI) and measuring and monitoring campaigns and tactics is the only way to get there.

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Topics: Marketing Metrics

Why Manufacturing Marketers Shouldn't Ignore Social Media

Posted by Brian Shanahan on Mar 6, 2018 5:41:24 PM

Marketers of manufacturing and industrial companies invest a lot of time and money creating authentic, relevant content to reach their target audiences. Developing videos, email, website resources and more seem to be the most appropriate vehicles for their messaging because they have the perception of being substantive tactics.

Social media, on the other hand, may not seem to have the gravitas that they’re looking for in their overall marketing campaigns. After all, the sales lead times are typically longer than in other industries and the price tags of some of the products are significantly higher than those in other industries. So, it just doesn’t make any sense to use something lightweight like social media, right? Think again.

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Topics: Social Media Marketing

Manufacturing Marketing: What Formats Work Best in Marketing Content

Posted by Brian Shanahan on Feb 27, 2018 6:52:25 PM

The premise of content marketing is educational—not promotional—which makes it the perfect initiative for manufacturing marketers. And while content marketing is now widely accepted in B2B and B2C markets, manufacturing and industrial companies have been a little less inclined to belly flop into the pool. Truth be told, modern approaches to manufacturing marketing can drive meaningful results for your brand and sales pipeline.

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Topics: Content Marketing

Finding Great Content Ideas to Engage Customers and Build Credibility

Posted by Brian Shanahan on Feb 12, 2018 9:19:37 AM

New digital content and blog posts have become the marketing lifeblood of most businesses today, but for manufacturers and industrial companies they are especially vital. Specifiers and buyers tend to do more research before purchases, and the sales cycle can run into months before decisions are made. That's a lot of time to keep prospects engaged and keep you in their consideration set.

Enter blog articles. For most B2B companies this is simply a section of your website used to regularly publish helpful articles that are relevant to your customers and prospects. The goal is to build trust and rapport by sharing your industry expertise on educational topics that keep technical buyers coming back for more. Furthermore, search engines love new content and blogging has proven to be a very effective search engine optimization (SEO) tool.

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Topics: Content Marketing

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