Industrial Marketing Blog

Brian Shanahan

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The Top Content Types That Work Well for Manufacturing Companies

Posted by Brian Shanahan on Sep 7, 2018 3:51:48 PM

Manufacturing marketers continue to embrace innovation by creating great content for their inbound marketing initiatives. According to a Manufacturing Content Marketing 2018 report released by the Content Marketing Institute:

  • 59% of manufacturing marketers state that their overall approach to content marketing is more successful than the previous year
  • 82% attribute the new success to better content creation

So, are there content types that work better than others for manufacturing marketing? There are, and we share the top ones here.

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Topics: Content Marketing

Where to Start When You're Confused about Content Marketing

Posted by Brian Shanahan on Sep 5, 2018 1:53:11 PM

For many years, companies in the manufacturing industry conducted their marketing initiatives in the traditional manner. They pushed out print advertising, direct mail, trade shows, public relations and more and hoped for a good return on their investment. Tradition was everything.

Today, however, manufacturers and industrial companies are jumping on the content marketing wagon not only because it is so much less expensive to produce and execute, but also because the return is so much greater. 

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Topics: Content Marketing

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

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