Latest Articles on Industrial and Manufacturing Marketing
No Digital Marketing for Manufacturers = Marketing in the Past
December 4, 2015
By: Achinta Mitra
Most manufacturers including precision CNC machine shops and fabricators have difficulty understanding the true value of digital marketing for manufacturers. Some that have implemented it, struggle to produce tangible results, meaning a boost in sales that they can attribute to …
How Industrial Companies are Stuck on SEO for Content Marketing Strategy
November 17, 2015
By: Achinta Mitra
I find too many manufacturers and industrial distributors basing their entire content marketing strategy with one goal in mind – getting found in Google. In other words, the entire focus is on Search Engine Optimization (SEO). “What’s wrong with that?” …
Content Industrial Buyers Want from Supplier Websites
November 2, 2015
By: Achinta Mitra
Manufacturers and industrial companies have shifted more of their marketing dollars to digital marketing channels for a very good reason. Their target audience—engineers and industrial buyers are using digital media to find components, equipment, services and suppliers (77%); obtain product …
Industrial Marketing Plan: A 3-Phase Approach
October 12, 2015
By: Achinta Mitra
As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for the next year. As an industrial marketing consultant, I’m often asked by clients the best …
Content Marketing for Industrial Companies – Is There Content Overload?
September 22, 2015
By: Achinta Mitra
There was a time not too long ago when manufacturers and industrial companies were blamed for being slow adopters of content marketing. Have we progressed from that to too much content in just a few short years? Take a look …
BANT May Not Work in Qualifying Leads for Industrial Sales
September 1, 2015
By: Achinta Mitra
Sales people have been using BANT (Budget, Authority, Needs, and Timing/Timeframe) criteria to qualify leads and prospects for a long time ever since IBM first coined that acronym. It made a lot of sense from salesperson’s point of view …
Digital Marketing for Manufacturers: Making a Business Case
August 11, 2015
By: Achinta Mitra
Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company. Sales are slow; you need to do something right now to make the phones ring. The directive comes from the top – add more …
Webinar: Digital Marketing Road Map for Manufacturers and Industrial Companies
July 24, 2015
By: Achinta Mitra
I will be co-hosting a webinar with John Hayes of ENGINEERING.com on August 5 at 10am PST / 1pm EST. The webinar is called Success with Digital Marketing – a Road Map for Manufacturers. We plan on covering a lot …
SEO Must Complement Conversion Optimization for an Effective Industrial Marketing Strategy
July 16, 2015
By: Achinta Mitra
I find too many manufacturers and industrial companies still hung up on individual keyword rankings and getting to the top in Google and other major search engines. I’m not trying to minimize the time, effort and the expertise needed for …
Lead Generation for Industrial Companies is a Process not a Campaign
June 18, 2015
By: Achinta Mitra
I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation. That mode of thinking is outdated and simply doesn’t work today where you are dealing with mostly invisible and …
Most Industrial Websites Miss the Mark
June 4, 2015
By: Achinta Mitra
I don’t know of any manufacturer or industrial company that doesn’t want their website to generate more leads and grow sales. Do you? Yet, most supplier websites are failing to meet the buyer’s expectations. And that has nothing to do …
Email Marketing for Manufacturers and Industrial Companies
May 15, 2015
By: Achinta Mitra
Email marketing often gets a bad rap because most people are fed up with the deluge of promotional emails they receive every day. That is the same reaction I got from a client who is an industrial distributor when I …