Using your advertising budget well can make or break your 2015 marketing efforts. Deciding whether or not to focus on traditional advertisement or digital advertisement can be confusing. Recent studies show that both still hold value. But, overall digital ads seem to be taking the lead despite mixed results. A recent Adroit Digital polling showed that 36% of millennial smartphone users felt that digital ads are more effective than traditional advertising. On the other hand, 28% of millennials felt the advertising types were equal. These close percentages shows mixed feelings about the competition between traditional and digital advertising. Of course, the effectiveness of different kinds of advertising depends heavily on your target audience. If millennials are not your target audience, perhaps your advertising efforts will see a different result. Additionally, further research from the poll indicates that digital advertising is more effective, despite how millennials may feel about it. The Adroit Digital polling showed that television ads were the only form of traditional advertising that actually beat digital ads in effectiveness. There are many factors that contribute to TV advertising effectiveness. TV ads are often visually catchy but normally do not instigate a purchase. Plus, the audience may be forced
It’s that time of year again … Time to set your marketing budget for 2015. Before you make any budgetary decisions – Should you spend more this year on digital marketing? Do you focus in organic SEO or social media marketing? What about lead nurturing? And what’s all this buzz around Content Marketing? Want to know what marketers in Manufacturing should consider for 2015? Download the full PDF here.
Content marketing can be a tricky concept to put into practice. It requires turning off your marketing instincts and learning to be a publisher. In the words of Nick Salinbound "Don’t interrupt what people are interested in; be the thing they’re interested in." With that mantra at the center of your efforts, your 2015 content marketing will always be on track. Content Marketing Institute’s 2014 Manufacturing Content Marketing Report, shows that manufacturing marketers are behind other industry marketers so far. Manufacturing marketers utilize less social media channels, feel that their content is less effective, and tend to not have a documented content strategy. These tips will help to ramp up success in the coming year. Start by documenting your content strategy. And—no, having a general idea of your marketing goals does not count as a documented content strategy. A content strategy should start with very specific goals that you are aiming for with your content marketing. Then, a calendar oriented plan of when you will produce content, what topics you will cover, and where this content will be distributed should be made. Connecting these two is a vital step that is often missed. If every piece of content you plan
As an industrial marketer, you may be wondering, ‘How do I bring attention to my manufacturing company?’ Well, a public relations strategy is vital to the success of any company. The first place to start with a public relations strategy is a press release. Press releases are promotional pieces that cover company news. Some of the topics they cover include: products, facility locations, tradeshows, and more. For those industrial marketers who have difficulties coming up with more creative or engaging content, press releases are an ideal choice. They are promotional, far reaching, and can be written about any company news—big or small. Press releases allow the changes within your company to be tools for increasing your digital presence. The main purpose of press releases is to get your company name in front of as many computer screens as possible. But, it can also show ranking and search engine benefits that can be difficult to achieve. Firstly, reporters look to the press releases to find the news. So, you have a chance of making it into local publications. Your press releases will also be featured on a variety of online locations which will be helpful for reaching or growing your audience.
Email marketing is vital to any marketing campaign. This might seem unlikely considering that many emails go unopened. But, the email inbox is one of the few places that you can target your content directly to an individual. Even if every email isn’t opened, the reoccurrence of your name in your audience’s inbox is beneficial. It puts you a step ahead of your competitors who haven’t gained access to this customer’s inbox. Access into the inbox of a customer is a privilege that you shouldn’t take for granted. So, what are the best ways to nurture and keep your customers coming back through email? Read the following 4 tips to step up your email marketing. 4 Tips for Better Email Marketing: Listen to Your Customers.Marketers often make the mistake of talking at customers instead of talking with customers. Luckily, the foundation of email marketing is listening. Its purpose is to meet customers where they are at and provide consistent content that meets their desire—or lack thereof—for communication. Listening through email marketing can mean anything from asking for feedback to tracking interaction with different kinds of content. Regardless, email communication with customers offers a gold mine of information that can help
If you’ve heard the saying, "No news is good news," and adopted this for your company’s public relations practices, you could be shooting yourself in the foot. Getting some attention from the media is one of the best ways to build brand awareness and show thought leadership for your company. But what do you do if your company doesn’t have any breaking news to share? Here are three things you can do to get media attention even without any big stories from your company to share. Identify Relevant Media Properties and Journalists Start by knowing what publications cover your industry. List out these publications and then find out who the reporters, writers and editors are that cover the topics that are most closely related to what your company does. You should also visit their websites to download any media kits or editorial calendars they might have available. This will help you plan ahead and give you time to develop your story, make contact with the editors and writers, and build those relationships. Generate and Develop Story Ideas Good stories can be discovered and told, even if you don’t have breaking news to share. Here are some ways you can discover
Today’s customers don’t just want to know about the products and/or services your company offers. They also want to know more about your company’s story. Where did your company get its start, who is in charge of your company and what makes your company unique, are all details that could help potential customers choose to work with you. With the Internet, this information can easily be shared with your customers in multiple ways. Company History Web Page Every company has a history, no matter how old or young it is. Many websites today will include a page detailing how the company got its start and the direction the company is going in for the future. This can be done in a number of ways. Companies with a rich, long history might choose to present a timeline of important milestones in the company history, while others might just have a few paragraphs describing when and where the company was founded and a few other important events to highlight. Video Tours of Facilities Your company story is more than just the history of it. It’d be unrealistic to invite every potential customer to come visit your manufacturing facilities, but many will still
It can be hard to develop products that you know without a doubt will meet the needs of your customers. Your company needs to continue to offer solutions to your customers’ ever-changing needs, but how can you know what they need if they’re not telling you? Your website visitors might actually be sending you signals indicating what products or services they’re looking for from you. Site Search If your website has a site search function, are you paying attention to what people are typing into the search box? In some cases, you might just find product numbers or other things that you know are relevant to the products or services you already offer. However, your site search analytics can also be a goldmine for new ideas. If people are typing in searches for products or services you don’t have, or questions you can’t currently answer, it might be time to see if you can meet these requests with new products or solutions. "Contact Us" Questions More often than not, the people using your contact forms are going to ask you questions about your products and services. Sometimes you’ll have the answer for them, but sometimes you won’t. It’s those times
Everyone’s had the experience of arriving at a website and not being able to find the information they need. It’s a frustrating experience that you don’t want to recreate for your own customers. Beyond your website’s homepage, there are five types of pages that are essential components of any manufacturing website. 1. Products/Services-Your products and services are what make money for your company, and it’s what your potential customers are most interested in when they arrive at your website. The content of these pages should be easy to access and clearly relay the main features, benefits and applications of your products. 2. "About Us"- When potential customers are in research mode, the "About Us" page of your website is one of the pages they’ll be looking at. This page is less about what your company does and more about who your company is. It exists to eliminate visitor anxiety and lend some personality to your company. Here, you can add information about your company’s history, team member bios, information about your facility, and more. 3. Testimonials- It’s easy for any company to boast about how amazing and innovative their products and services are, but having current customers tout you as
As manufacturers, you understand the importance of keeping manufacturing processes lean and increasing efficiencies wherever possible. Running your business efficiently isn’t limited to the day-to-day activities that help you manufacture your product. Digital marketing can be streamlined and made more efficient too. Here are three tips for how to market your business more efficiently. Automate Where Possible: If you’re involved in social media or email marketing, these processes can be automated so that your marketing and sales teams aren’t bogged down with small, but time consuming, tasks. With social media, there are a number of tools available to help you schedule out your postings on all social media channels. If you know ahead of time that you want to feature a particular picture, video or fact, you can use tools like Hootsuite, TweetDeck, and others to schedule your posts throughout the weeks or months. Email marketing can be automated as well. If you send emails to people who have requested a quote or information, you can use various marketing automation tools to automatically send a follow-up email the instant someone requests a quote through your website. Re-imagine Content: There aren’t enough hours in the day to develop completely original content all the time. But