Latest Articles on Industrial and Manufacturing Marketing
Website Content Must Address What’s Keeping Engineers up at Night
September 21, 2011
By: Achinta Mitra
Speak to engineers across the board about what keeps them awake at night and you are likely to hear these three words repeatedly: Risk Security Compliance Does your website content address those issues? The content on your industrial site may …
Content – The Biggest Hurdle in Digital Marketing for Manufacturers
September 12, 2011
By: Achinta Mitra
Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content. At first glance, that …
Industrial Blog Sites Revisited
September 6, 2011
By: Achinta Mitra
The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers. In my conversations over the past few months, I have noticed a growing acceptance of blog sites among manufacturers, industrial distributors …
Making Industrial E-mail Marketing More Relevant
September 1, 2011
By: Achinta Mitra
E-mail marketing to a house list continues to be the top marketing channel for many industrial companies and manufacturers according to Trends in Industrial Marketing 2011 from GlobalSpec. However, that doesn’t necessarily mean that industrial marketers are very happy with …
Inbound Marketing Alone May Not Be Enough for Industrial Companies
August 26, 2011
By: Achinta Mitra
Inbound marketing with content has been getting all the attention lately. Consultants and practitioners of “pull” marketing want marketers to abandon “push” marketing because they say it is old school and no longer effective. I too have read all those …
Don’t Take “Selling” Out of Content Marketing
August 1, 2011
By: Achinta Mitra
Notice how discussions about content marketing are full of words like engagement, helpful, sharing, nurturing and community building. These are all great at soft selling without irritating the customer. No complaints there. However, have we gone too soft with content …
Manufacturer Successfully Uses a B2C Online Marketing Tactic
July 25, 2011
By: Achinta Mitra
I’m sure by now you’ve read or heard enough about how the lines are merging between Business-to-Business (B2B) and Business-to-Consumer (B2C) marketing. Some have even called B2B marketing obsolete in this day and age. Whether you agree or not is …
Problem-centric Industrial Marketing
July 12, 2011
By: Achinta Mitra
Please indulge me if my headline made you go “Huh?” Read on… Industrial and manufacturing marketers are trained to sell solutions. Nobody buys product features, they want solutions. That’s marketing 101, right? I get that. However, if you are a …
How an Industrial Distributor Uses Content Marketing Effectively
July 7, 2011
By: Achinta Mitra
Websites of most industrial distributors follow the same basic format – the focus is on their product line card. You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. In other …