Latest Articles on Industrial and Manufacturing Marketing
Industrial Marketing: What Manufacturers Need to Know
November 4, 2021
By: Achinta Mitra
Industrial marketing, or as some refer to it as manufacturing marketing, is very different from B2C marketing. In my experience working with manufacturers and engineering companies, I’ve found differences with other B2B marketing even though industrial is a subset of …
Industrial Blogging Requires Commitment and Perseverance
October 20, 2021
By: Achinta Mitra
Industrial blogging is an important and integral part of manufacturing content marketing. Yet, I’ve found that many manufacturers and engineering companies are not willing to invest the time and resources for industrial blogging. I once had the VP of Business …
E-Commerce for Manufacturers and Distributors—What You Need to Know
September 15, 2021
By: Achinta Mitra
Historically, e-commerce for manufacturers and distributors has been lagging with some exceptions. I know of two industries that have adopted e-commerce quickly—distributors of industrial automation products and electronic components. However, times have changed. Industrial manufacturers and distributors are poised to …
The Industrial Buyer’s Journey—What Manufacturing Marketers Need to Know
August 20, 2021
By: Achinta Mitra
The Industrial buyer’s journey can be complex and typically involves a committee of decision-makers. Sometimes the sales cycles may be as long as 12 to 18 months, for example, custom-engineered systems. Of course, not all industrial sales take that long. …
Landing Pages for Industrial Lead Generation
July 20, 2021
By: Achinta Mitra
The importance of landing pages for industrial lead generation cannot be overstated. Why? That’s where conversions happen—visitors turn into leads. Landing pages are where your visitors first land from a marketing campaign or a social media channel. Note, this is …
3 FAQs About Manufacturing Content Marketing
June 15, 2021
By: Achinta Mitra
I understand you may have more than three Frequently Asked Questions (FAQs) about manufacturing content marketing. This post will focus on the three questions that my manufacturing clients ask me most often. To validate my own experiences, I’ll refer to …
Industrial Customer Journey and the Digital Experience
May 17, 2021
By: Achinta Mitra
Understanding the industrial customer journey is essential to the success of digital marketing with content. Based on my conversations with manufacturers, I sometimes get the impression that it is just a marketing exercise to them and is not taken seriously. …
Why Retrofitting Industrial Website Redesigns Usually Don’t Work
April 23, 2021
By: Achinta Mitra
Industrial website redesigns are major undertakings, not something you want to decide or do in a hurry. They require careful planning and input from many stakeholders for them to succeed. I’m talking about redesigns that turn industrial websites into productive …
Using CAD and BIM Files in Manufacturing Content Marketing
March 29, 2021
By: Achinta Mitra
CAD and BIM files are not the first things that come to mind when one talks about manufacturing content marketing. However, they are two of the most valuable and effective content assets to use for manufacturers of components and parts. …
How to Make Industrial Email Marketing Work for You
March 3, 2021
By: Achinta Mitra
Industrial email marketing may not get the same attention and love as it used to because of social media. However, don’t abandon it because it is still highly effective when targeting engineers and technical professionals. I’m not suggesting that you …
Content Marketing for Manufacturers is filling the Trade Show Void
January 11, 2021
By: Achinta Mitra
Trade shows have always been a big part of manufacturing marketing for generating new leads that convert into sales opportunities. Of course, the COVID-19 pandemic has made in-person trade shows almost non-existent. It is not surprising then that manufacturing marketers …
Manufacturing Content Marketing—What’s Ahead in 2021
November 20, 2020
By: Achinta Mitra
No, I don’t have a crystal ball. What I do have is the brand-new report, Manufacturing Content Marketing, Benchmarks, Budgets, and Trends—Insights for 2021 published by the Content Marketing Institute. …