The Inbound and Content Marketing blog

Gemma Rogers

Gemma Rogers
Gemma brings over 15 years experience in sales and marketing across a wide range of industry sectors, from large multinationals to small start-up businesses. Her passions are inbound marketing and inbound sales, creating unique and memorable websites and campaigns to engage and delight potential clients and customers alike.

Recent Posts

4 examples of content marketing for manufacturing

Written by Gemma Rogers  |  31, August, 2017  |  0 Comments  Subscribe

Earlier this year we wrote about the benefits of content marketing for manufacturing, following research published by the Content Marketing Institute (CMI) at the end of 2016 which showed 85 per cent of manufacturing marketers use content marketing but only a third (33 per cent) say that their organisations have clarity on [what constitutes] content marketing success.

In this post we will give four examples of how your manufacturing company can use content marketing to your advantage.

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How to use HubSpot to improve your manufacturing sales process

Written by Gemma Rogers  |  10, August, 2017  |  0 Comments  Subscribe

Manufacturing is an incredibly innovative industry, accounting for more than three-quarters of all private-sector research and development (R&D) in the United States (National Association of Manufacturers).

But manufacturing is also incredibly competitive. Factors such as global competition and Industry 4.0  mean it is essential your sales process keeps pace with your R&D, or you risk leaving customers in the dark; especially considering the sales experience drives 53% of customers’ buying decisions (Colin Masson).

One area you may not have considered the use of technology in is your manufacturing sales process. Many manufacturing businesses have traditionally relied on a direct or distributor sales force to generate growth. This approach simply doesn’t work as well as it did.

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Why your Manufacturing company needs an Inbound Marketing Strategy

Written by Gemma Rogers  |  27, July, 2017  |  0 Comments  Subscribe

There is no escaping the fact that there has been a seismic shift in the way customers buy, and the manufacturing industry is no exception. Research shows nearly 90 per cent of B2B buyers begin by doing their own research online.

Manufacturers can no longer rely on a direct or distributor sales force to generate growth. Traditional sales and marketing tactics, such as print advertising, trade shows and cold calling don’t work like they used to. It is also difficult to calculate the ROI of such methods for manufacturing companies with typically long sales cycles. The famous quote: “I know that half the money I spend on advertising is wasted. My only problem is that I don’t know which half” rings very true. In an industry which relies heavily on measurability of processes and systems, this is something of a discord.

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How to leverage LinkedIn for Professional Services Marketing

Written by Gemma Rogers  |  13, July, 2017  |  0 Comments  Subscribe

The professional services industry has traditionally relied on referrals to fuel business growth. Trust and good relationships are created and built upon through hours of networking and recommendations from current clients. However, while word-of-mouth is still an effective tool, it is no longer enough on its own.

With 64% of the UK’s population of over 65 million active on social media spending an average of 108 minutes a day on one or more social networks, you can’t ignore social as an essential way to connect with people and businesses (Keith Herrington).

But, get social wrong, and it can cause more damage than good to your reputation and your business. Your strategy for social needs to cascade down from smart goals set out in your professional services marketing strategy. Here are some tips to maximise the potential of LinkedIn for your professional services firm:

FREE Checklist: Your common sense guide to getting posts right on social

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Marketing Manufacturing: 4 things you need to know about social

Written by Gemma Rogers  |  29, June, 2017  |  0 Comments  Subscribe

Social media is seen as a necessary evil by many marketers; with billions of users “live” on these networks worldwide, you need to participate to maintain and expand your audience. If you don’t, you are likely to get leapfrogged by your competition. Content Marketing Institute shows that 85% of manufacturers were using social media content as a marketing manufacturing tactic.

However, it is not enough to have a presence, in fact a neglected or poorly managed social channel can be more damaging than no social at all. Social media takes time and every business knows that time is money. But it also requires thought. If you do jump in without thinking through the consequences, not only will you waste precious time, but you
 may end up doing damage to your organisation’s reputation and bottom line.

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Sales has changed, and now you need to adapt

Written by Gemma Rogers  |  15, June, 2017  |  0 Comments  Subscribe

Everyone loves to hate Salespeople. Recent research showed that Salespeople rank lower on the scale of trustworthiness than politicians - yes, less than Donald Trump.

Ask anyone what they think about Salespeople, and they will probably think used car salespeople ala Mr Wormwood. But as the power has shifted to the buyer the criteria for being a sales person has also changed.

Regardless of what business or industry you are in, the last thing your customers want is to be sold to. Instead, they want to be advised, counselled and coached through their buyer journey. It is salespeople that have the ability to establish rapport with their customers and create an atmosphere of trust that will succeed. Sales have changed, and you need to adapt.

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How to generate more leads for your manufacturing company

Written by Gemma Rogers  |  18, May, 2017  |  0 Comments  Subscribe

Inbound marketing can help manufacturers close leads to sales, but how do you attract visitors to your site in the first place? In a manufacturing context, where traditional sales and marketing methods are still the default, switching to an inbound mentality can feel like a leap of faith. One of the toughest challenges a marketing team can face is getting buy-in from the C-Suite where the norm can be to see marketing as an expense, rather than an investment.   

What if you could prove that inbound marketing will not only bring your manufacturing company more leads than traditional marketing methods, but they will be good quality – sales ready leads? Here are some ways in which inbound can help your manufacturing company with B2B lead generation.

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How to prove the value of Inbound to your CFO

Written by Gemma Rogers  |  9, May, 2017  |  0 Comments  Subscribe

Inbound is more than just a marketing strategy; Inbound is a philosophy that is engrained into your company's DNA. However, one of the toughest challenges Marketing can face is getting buy-in from the top.

Inbound takes time, resources and expertise to implement correctly. How do you get your C-Suite to not only sign off on the time and money required but also emotionally and professionally invest in Inbound?

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Why you need an inbound website redesign

Written by Gemma Rogers  |  27, April, 2017  |  0 Comments  Subscribe

Anyone who has been through a website redesign in the past decade or so will know it can be stressful and time-consuming, often running over time and budget. The website finally launches but is left for a year or two to gather dust. Unsurprisingly, it fails to deliver leads, so two years later you bite the bullet and do it all over again.

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Why your manufacturing company needs an inbound marketing agency

Written by Gemma Rogers  |  12, April, 2017  |  0 Comments  Subscribe

In a previous post, we have discussed how traditional, interruptive sales and marketing tactics, such as cold calling, are not working as effectively anymore in the manufacturing sector. 

Inbound marketing offers manufacturers the chance to reach a wider audience. Unlike other marketing methods such as print ads and mailers that rely on outreach to customers' locations, inbound marketing, and more specifically content, can help bring in a steady stream of traffic from people actively looking for your services (HubSpot). 

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Can inbound marketing help manufacturers close leads to sales?

Written by Gemma Rogers  |  28, March, 2017  |  0 Comments  Subscribe

Many manufacturing businesses have traditionally relied on a direct or distributor sales force to generate growth. The founders, especially 50+ years ago, were essentially inventors – solving customers' pain through developing innovative solutions to problems in a way the competition couldn't. They did not need a marketing department to succeed, just pure guts and determination.

This traditional approach has continued through the decades with the role of marketing failing to evolve much beyond product brochures, maintaining the company website and tradeshows. It is not surprising, therefore, that many CEOs do not understand what marketing can do to help grow the business.

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