The Inbound and Content Marketing blog

5 myths of B2B social media for manufacturing

Written by Andrea Blades  |  13, November, 2017  |  0 Comments  Subscribe

Social media can play a vital role in marketing for manufacturing, demonstrating your authority within your industry and connecting you with prospects who are looking to buy.

But how can you be sure that you're devoting your company's valuable time and resources to the social media platforms that are going to be the most beneficial for your business?

In this blog post, we debunk five myths that may be standing between you and your B2B social media success.

1) We need to have a presence on ALL social media platforms

Time is precious so don’t waste it focusing your efforts on social media platforms that aren’t connecting with your prospects and bringing you tangible returns. Far better is to find which channels your prospects are active on and focus your efforts on them.

Think about your buyer personas. What are their challenges or pain points? Where do they tend to search for information? And what sources of information are they likely to find most useful? Considering these key questions will help you to position yourself where you can achieve the most engaging presence.

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How to meet the manufacturing marketing challenge with your content

Written by Keith Errington  |  23, October, 2017  |  0 Comments  Subscribe

Over the past two or three years, many manufacturing businesses made a commitment to a content marketing strategy. Whilst, there is still a small proportion of manufacturing businesses that don’t do any form of content marketing, most recognise that the most effective form of manufacturing marketing, for lead generation and conversion, is content marketing.

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Top video content ideas for marketing manufacturing

Written by Maddy Bogacki  |  20, October, 2017  |  0 Comments  Subscribe

Manufacturers have the upper hand when it comes to video content marketing. On the shop floor there’s an abundance of innovative techniques and specialist material to film, and passionate employees who can come to life sharing their specialist knowledge in front of the camera.

Viewers remain curious about technical advances in the industry - just look at the enduring success of the documentary television series ‘How it’s made’.

Additionally, consumers have an unshakable interest in product quality and will perform search queries reflective of this. This will serve you well if you make video that aids their research;  90 per cent of user say that seeing a video about a product contributes to their purchase decision.

Video marketing is a creative way to showcase your high standards. This blog explores some of the most rewarding video content formats for manufacturing marketing teams to experiment with.

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24 ways to generate great blog ideas for manufacturing

Written by Andrea Blades  |  18, October, 2017  |  0 Comments  Subscribe

Dedicated, targeted and consistent blogging can help immeasurably in building your company's authority and establishing you as a thought leader in your industry. But what’s the secret to coming up with consistently great ideas that will engage and delight your manufacturing prospects?

If your blogging for manufacturing is in a content creation rut, here’s a guide to 24 pain-free ways to generate a host of new blog post topics that will rejuvenate and enliven your efforts.

1) Consider the why

What’s the purpose of your blog? Why are you doing what you’re doing? Are you looking to drive conversions, increase subscribers, boost revenue, build authority, raise awareness or convey information? Or maybe it’s all of the above? Having a clearly defined goal will ensure your content creation efforts stay relevant and targeted.

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How to master evergreen content for your manufacturing company

Written by Gemma Rogers  |  20, September, 2017  |  0 Comments  Subscribe

A common problem in content marketing is constantly coming up with new ideas to write about. And any content marketer knows how crushing it is when a post you have poured over, put your heart and soul into, doesn’t generate you any results.

Conversely, you will know the delight at when a post you wrote 1-2 years ago, maybe even 5 years ago is still generating traffic and leads. This evergreen content is the holy grail of content marketing; “It’s that article that consistently ranks well in search and drives 65 percent of your site traffic, even though it was written in 2011”.

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The essentials you need when blogging for manufacturing

Written by Katie Hutchinson  |  15, September, 2017  |  0 Comments  Subscribe

There are many reasons manufacturers are taking to blogging. It helps their company get found, creates customer engagement, demonstrates expertise, and enables them to build trust with prospective buyers.

But how can manufacturing companies make sure their blog posts capture and retain, the attention of their customers and prospects? 

Research shows that the average human attention span is just eight seconds. And it’s no wonder we struggle to hold our attention for long. In an always-connected world, we’re faced with an unprecedented amount of content. For B2B marketers, getting prospective buyers to pick out your content over competitors’ can be challenging, but is key to your inbound marketing success.

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How to develop buyer personas for manufacturing

Written by Katie Hutchinson  |  8, September, 2017  |  0 Comments  Subscribe

In previous posts we’ve talked about how valuable content marketing is for manufacturing companies. And seemingly, manufacturers agree. According to research by the Content Marketing Institute (CMI), 85 per cent of manufacturing companies use content marketing.

However, only one in five (20 per cent) say their approach is extremely or very successful.

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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  |  1 Comment  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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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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