MM 059 – Global Manufacturing and Content Marketing

Global Manufacturing and Content Marketing

Check out this new email service from MMI – Email Marketing – Small Business package

Guest: Pam Didner, Global Content Marketing Strategist

Highlights:

  • The global manufacturing marketing strategy and tactics will depend a lot on the product type and the way the audience uses the products. Sometimes it is homogeneous, like bulldozers and sometimes it is not, like food products. Pam shares a couple of interesting examples. [5:45]
  • Pam shares her definition of content and content marketing. It’s about sharing relevant useful information with the purpose of acquiring new customers or engaging with existing customers. You have to find a balance between making the content useful for the audience and also selling your product. [10:00]

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MM 058 –Top 5 Industrial Marketing Trends for 2017

Top 5 Industrial Marketing Trends for 2017


industrial marketing trends
Check out this new email service from MMI – Email Marketing – Small Business package


Guest: Amber Cooleen, Director, Marketing Communications, IEEE GlobalSpec, Engineering 360

Highlights:

  • Listen to the entire IEEE GlobalSpec webinar, Top 5 Industrial Marketing Trends for 2017.  (registration is required)
  • The 5 industrial marketing trends are; diversification of media mix, continued growth of digital spend, increased focus on measurement and ROI, the continued growth of content marketing and email marketing growth/value. [3:15]
  • Amber shares her ideas about digital marketing as a way to gain competitive advantage in your competitive market space. [9:20]

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MM 057 – B2B Manufacturing Content Marketing Research – the inside scoop

2017 B2B Manufacturing Content Marketing Research – the inside scoop


email marketing
Check out this new email service from MMI – Email Marketing – Small Business package


Guest: Lisa Murton Beets, Research Director at Content Marketing Institute (CMI)

Highlights:

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MM 055 – Lead Generation with Content Marketing

Lead Generation with Content Marketing

Guest: Vince Koehler, Marketing Director at Sales Benchmark Index (SBI) 

lead generation


New from MMI:  Mentor Mastermind Group, the Alliance, for manufacturing marketers.  Learn more and sign up for a regular membership or a free 30 day trial.


 

Highlights:

  • Check out the SBI podcast at www.salesbenchmarkindex.com
  • Vince shares his definition of content marketing, lead generation and leads. [4:20]
  • A lead is defined as a person or company that makes a good investment for your your sales function.  [6:00]

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MM 054 – Return on Investment in Manufacturing Marketing

Return on Investment in Manufacturing Marketing 

Guest: Michael Brenner, CEO Marketing Insider Group 

Highlights:

  • Michael Brenner’s book (co-authored with Liz Bedor), The Content Formula – SlideShare presentation return on investment
  • Marketing has a marketing problem, meaning that marketing is typically associated with advertising and not associated with the overall marketing strategy. It is up to marketers to communicate and redefine the term and perception of marketing. [3:20]
  • If you think your customers are not online, think again. They are online. [5:10]

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MM 053 – Demand Generation for Manufacturers

Demand Generation for Manufacturers

Guest: Carlos Hidalgo, CEO and Principal at Annuitas 

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New from MMI:  Mentor Mastermind Group, the Alliance, for manufacturing marketers.  Learn more and sign up for a regular membership or a free 30 day trial.


 

Highlights:

  • Carlos’ book, Driving Demand demand generation
  • Carlos shares an excellent definition of ‘demand generation’ as a perpetual process. He says “demand generation is a marketing and sales function it’s not just a marketing function.” [3:00]
  • Nobody likes to be disrupted or interrupted, a good demand generation function is always working by offering content that is helpful and useful, ready and available with a prospective customer is ready to engage. [6:20]

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LinkedIn ProFinder Contest – my entry

My marketing services and consulting business, Manufacturing Marketing Institute, was created and designed to serve the manufacturing industry. Our mission is to help manufacturers increase sales and gain competitive advantage in their markets through advancing their practice of marketing. We produce a weekly podcast called Manufacturing Marketing Matters where guest experts are interviewed sharing their expertise, advice and wisdom with the audience of manufacturers and their marketers. We produce educational videos, webinars and documents in support of the mission and make them freely available.

As the founder, facing the trials and tribulations of starting a business from scratch, I have a renewed respect for the small business person. Every person and every business faces daily challenges, but the small business is especially challenged and their perseverance is admirable. Persistence and patience are two virtues I have learned to embrace. Sometimes days or even weeks go by where you wonder if anybody is listening or hearing what you have to say.  It takes incredible fortitude to continue month after month and year after year sharing expertise and serving my manufacturing constituents. It is critically important to believe in my cause. If only a few manufacturers can grow their business because of my mission and my message, then I will have succeeded.

Those manufacturers that I can help directly with marketing services and consulting were indeed able to achieve incredible results. Once they see the power of marketing by sharing expertise and not pitching the product, they can engage with the people in their target audiences with great effect. When a manufacturer modifies their go-to-market strategy from pitching the product to helping the people in their target audience to be better or solve a problem, they become the go-to-expert and customers want to do business with them.  Manufacturers who adopt our philosophy of serving people in their target audience see three key changes. They achieve top of mind awareness, credibility and reciprocity which are the key components to gaining market share and competitive advantage.

For example, I have helped some manufacturers increase their webinar audiences by 30x and increase qualified leads by 40%. The power of sharing expertise is a marketing strategy that is alien to most manufacturing companies and those who we can help adopt it gain a significant competitive advantage in their markets.

LinkedIn is a powerful tool for reaching a specific audience. By sharing our expertise in the form of video classes, webinars and the podcast we can spread the word, help manufacturers to solve problems and grow our own business. The LinkedIn Sponsored Updates are a perfect vehicle to help us break through the noise and put our message in front of a very targeted audience.  LinkedIn ProFinder has been delivering direct opportunities to our inbox. As adoption grows, I am confident more and more opportunities will be presented. It is a fantastic tool and a great service provided by LinkedIn free of charge.

We leverage the organic aspect of LinkedIn by posting the weekly podcast each Monday morning where we feature the guest expert and use the linking features to let them know about the post. We maintain a robust company page where we share expertise with the intent of helping manufacturers to advance their practices of marketing.

MM 052 – Robert Rose talks about the power and potential for content marketing

How to Gain Significant Advantage with Content Marketing in Manufacturing 

Guest: Robert Rose, Chief Strategy Officer at Content Marketing Institute 

 

Highlights:

  • Content Marketing Institute standard definition of “Content Marketing” . Robert shares a deeper definition of content marketing where it is important to be aware of whether you are building your content on some else’s platform (rented) or your own platform (owned). [4:00]
  • Creating content is not the same thing as content marketing.  [6:00]
  • Content marketing is about using content in a thought leadership, but it can also be entertaining or evoke an emotion. [8:30]

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MM 051 – Learn Exactly What Your Distributors Need from You to Sell More

Get More Distributor Sales by Sharing Expertise

Guest: Joel Blake, Partner and Technical Sales at Marketing Technologies

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New from MMI:  Mentor Mastermind Group, the Alliance, for manufacturing marketers.  Learn more and sign up for a regular membership or a free 30 day trial.


Highlights:

  • Increase your distributor sales by supporting them with abundant sample products and stories behind those parts.  Make sure they have up-to-date collateral. [4:40]
  • Videos of the manufacturing process in action are also helpful for distributors to share new processes with the end users. [6:00]
  • Those manufacturers who give better support to their distributors get more attention which can translate to more sales. How about a regular sales phone call with your distributors to keep them up to date? Ask your distributors what they need! [7:30]

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