Marketing Tactics that Don’t Work for Industrial Buyers

One of the most common concerns we hear about digital marketing for industrial audiences is that the same tactics used to sell mattresses and shoes won’t work for custom manufacturers and industrial OEMs. The truth is that many of these tactics can work, when implemented with the target audience in mind. Still, there are several […]

How to choose the perfect time to start advertising your industrial website

Nobody wants to get digital advertising wrong. This goes doubly so for manufacturers who are investing in their first pay-per-click (PPC) ad campaigns. How do you pick the right keywords? What if a hundred people click on yours ads but no one contacts me? There are answers to these questions below. What is PPC advertising? […]

7 Things to Know Before Building a Manufacturing Website

Once you’ve made the decision to build a website for your manufacturing business, the temptation is to jump straight in, sign up to a hosting company, and build something. But this is often a big mistake. There are several things you need to consider before building your website, and if you neglect them, you could […]

How to Write Content for an Industrial Audience

One of the greatest challenges of developing a marketing campaign for an industrial company is the content. Accurately conveying the intricacies of your products or services while keeping a diverse audience of buyers and engineers engaged isn’t easy. That’s why so many manufacturers avoid content marketing. They’ve either tried it before and had difficulty developing […]

3 Types of Content that Influence the Industrial Buying Cycle

There are many important steps in the industrial buying cycle that the typical sales funnel misses. The early stages of research, data collection, and vendor comparison made possible online are frequently unaccounted for in sales metrics that put a premium on phone calls and in-person meetings. Manufacturers and distributors who successfully extend their funnel to […]

How to Make Your Content Stand Out From the Crowd

It’s a question most marketers ask themselves these days. How do I make content that’s more engaging than my competitors’? We’re bombarded with information and content from social media, email, ads, blogs — the list goes on — and it can feel overwhelming at times. So how do you prevent your content from becoming just […]

Why Your Engineering Prospects Don’t Answer the Phone

Your job is to get people on the phone. As a salesperson for a small to mid-size manufacturer, you enter the office every day, intent on creating new connections, nurturing fledgling accounts, and generating need from target accounts. Of the people at a target company with whom you want to connect, few are more influential […]

Three Ways to Use LinkedIn to Reach Industrial Prospects

On the face of things, social media doesn’t seem like the best fit for industrial marketing campaign dollars. The fast-paced, interaction-driven nature of platforms like Facebook and Twitter aren’t the homes of engineers and procurement professionals while in the workplace. But in ignoring social media as a marketing channel, many industrial sales and marketing professionals […]

Where to Spend Your Industrial Marketing Budget

Whether you have a limited industrial marketing budget or are just getting started with your online marketing efforts and want to stay focused, where do you spend first? This is one of the most common questions manufacturers have when they are ready to invest in their digital presence. With so many channels and so much […]