Posts Categorized: Strategy

The Neglected Value of Marketing for Manufacturers

Marketing drives growth but most manufacturers won't fund it. What are you going to do about it?

Why is marketing for manufacturers so undervalued — and what can industrial marketers do about it? According to the 2018 CMO survey, a survey that assimilated information from almost 3,000 marketing executives in various industries throughout the U.S., marketing spending across all industries averages 11 percent of total company budgets. This average accounts for 6.9… Read more »

How to Win at Wholesale E-Commerce

These tips make all the difference when it comes to retaining hard-won wholesale customers.

When you finally land that sale on your wholesale e-commerce site but never see the retailer again, it is quite frustrating. And, when it keeps happening, it greatly impacts your bottom line. This isn’t something any wholesaler wants. What you want is to retain your accounts and continually add new ones. To find and acquire… Read more »

Creating an Effective Email Marketing Strategy for Engineers

What do engineers want from email? Use these tips to better engage your technical audience.

As with all good marketing, an effective email marketing strategy boils down to knowing your audience. With industrial marketing, you’re often talking to engineers, who play a vital role in any purchasing decision pertaining to technical products or services. To better understand this critical audience — and how to create an effective email marketing strategy… Read more »

What Is Industrial Marketing?

You've come to a fork in the road. How will you answer this fundamental business question?

Unfortunately, many of today’s industrial business leaders can’t provide a satisfactory answer to the question “What is industrial marketing?” since they suffer from a lack of understanding of what industrial marketing is and what it can do to help them be competitive and grow their businesses. For leading industrial brands, however, marketing has become virtually… Read more »

What’s the Difference Between a Domain Name vs. Hosting?

Ever get asked why a site isn't live after a URL was purchased? Here's how to explain what's needed.

In my 10-plus years of developing websites, there has been a lot of confusion — and thus education — about the differences between a domain name vs. hosting. All business owners need to understand this distinction because knowing the difference between a domain name vs. hosting  is crucial for your business. Not knowing could lead to website downtime… Read more »

9 Tips for E-Commerce Marketing Using Onsite Banner Ads

Use these practical tips to mount a successful campaign — and scale your program.

There are many different approaches to product and brand promotion on e-commerce sites. A good e-commerce marketing campaign that can yield substantial visibility for both products and brands that is easy to implement is an onsite banner campaign. An e-commerce marketing campaign of this sort entails placing a digital banner on your website to bring attention… Read more »

Delivering Content that Connects with Your Audience

Just because you wrote it, doesn't mean they'll read it. Follow these steps to be more relevant.

Content is an important tool to help engineers and industrial professionals make informed, educated decisions at all stages of the buying process. Research indicates that the average buying cycle is 12 weeks long, with the typical engineer involved in four projects per year. This means that purchasers and influencers are continuously conducting research and needs… Read more »

How to Create a Digital Marketing Measurement Model

It's always nice to know where you're going — and how close you are to getting there.

As more and more marketing moves online, having a solid digital marketing measurement model is increasingly important because it lets you know if you are succeeding or failing and whether you need to try something else. Creating your own digital marketing measurement model will tell you what effect your marketing efforts are having on your… Read more »