Recent Blog Posts

Choose Industrial Marketing Support Wisely

Remember the movie scene from Indiana Jones and the Last Crusade where he had to choose from the grails wisely to avoid death? Like Indy choosing drinkware, decisions regarding marketing help can make or break you. My 30-year career has been devoted to helping industrial companies strategically market their products and services, build revenue, and, in many cases, improve the valuation of these firms for a better “cash out.” Industrial companies that depend on business-to-business (B2B) relationships have a few options for marketing: 1. Do it yourself 2. An “everyman” agency that will work for you . . . and Read More

A CRM Can Improve Your Selling Performance

CRM (Customer Relationship Management) software is more accessible and affordable now more than ever. Popular services such as Salesforce, HubSpot and Dynamics365 offer immense leverage over big data for manufacturing businesses of all sizes. Most companies are adopting inbound marketing strategies that are yielding a higher volume of qualified leads. Purchasing and implementing a CRM system can greatly enhance the ability to capture and act on this higher volume of leads, automate follow-up and task reminders and ultimately lead to growth in sales and customer satisfaction. Let’s break down how you can get the most utility from a CRM system Read More

Build Brand Perception Surveys to Enhance Customer Loyalty and Grow Sales

Do you know with certainty what your target audience truly thinks, feels, or believes regarding your brand, products, and/or services? Would the truth about these things change the way your products are promoted, or would you even modify the products you make and sell? Surveying your customers and prospects will yield specific data and critical insights that can be used to build and grow brand awareness, perception, and customer loyalty, thus positively impacting the bottom line. First, let’s unpack what exactly a brand perception survey is. These surveys include polling your customers and prospects with open-ended questions regarding what they Read More

3 Tips for Choosing the Right Industrial Marketing Team

Many industrial companies outsource their marketing efforts. A primary reason to contract with an industrial marketing firm is the overhead to maintain an internal marketing team that can keep up with strategic planning and the demands of ever-changing best practices of SEO (Search Engine Optimization), social media marketing, paid digital advertising (AdWords, Pay-per-click), print ads, media reps, maintaining the company website and more. It is critical to select a team that understands your business goals and is agile, responsive and experienced enough to build your brand both online and off. Below are a few tips to help you make a Read More

How E-commerce Can Increase Sales for your Industrial Company

Does your company sell industrial products to other businesses? Here in the digital age, there are many compelling reasons to add to your company’s sales channels using e-commerce. Let’s explore whether or not e-commerce is right for your industrial company and how adding online selling can not only increase your sales growth but also your overall digital footprint through enhanced search ranking, referring links, content and validity.  E-commerce is accessible 24/7, 365 days a year. This gives your target audience or market ultimate flexibility to purchase your goods anywhere and anytime. A well-executed e-commerce website gives businesses the perfect opportunity Read More

How Foreign Manufacturing Companies Benefit from a U.S. Marketing Agency

Expanding into North America Many foreign businesses recognize the importance of a physical presence in the North American market. The world’s largest economy won’t wait for delivery delays or communication breakdowns that can occur ordering products from overseas. Lean manufacturing demands that products and support be readily accessible. Once a North American based satellite is established and staffed, it needs to be properly promoted for success. Gotham has worked with companies in both Europe and Asia to reorganize and adapt the messaging of their marketing communication for the North American marketplace. In every instance, product inquiries have increased exponentially as Read More

Smarter Marketing: Leveraging Google Analytics

Ever wondered why your leads are thin, or your close rate isn’t happening for the leads you do receive?  Google Analytics is a free website resource that monitors websites, allowing you to gain valuable insight into your audience.  Discover traffic sources, visitors’ demographics, which pages they visit and which cause them to exit. With this marketing intelligence, you’re able to improve areas of the site that are weak. Products and services on pages that are trending upward can be relayed to the sales force to act upon. By monitoring the traffic and the audience location, a more accurate connection can Read More

Why Social Media, E-mail and Video Marketing Matter

Although it can be difficult to quantify the value of social media, e-mail marketing and video marketing for industrial companies, there are three distinct ways that these tools can help your business. 1.  Relationships, Partnerships, Trust Building Social media, e-mails and videos generate more exposure for your business on various platforms. Social media is immediate and welcomes two-way conversations with prospects. According to Psychology Today, studies prove that people retain stories told through videos better than any other medium. Video marketing offers customers a visual tour of the company or effectively highlights processes—building genuine trust and authenticity. 2.  Constant contact Read More

The Importance of Search Engine Optimization for Industrial Manufacturers

It’s always nice to be number one—especially on Google! Each second, Google processes over 40,000 queries—adding up to 3.5 billion searches each day. However, there are only an average of 8.5 results on page one and a measly 5% of people continue their search onto the second page. It’s critical for your industrial company to rank page one of Google! Search Engine Optimization (SEO) is a tool that allows you to receive natural and free (organic) web traffic from major search engines such as Google, Yahoo/Bing. These search engines represent 98% of all search traffic. For industrial manufacturers, SEO is Read More

Pay-Per-Click Advertising: Low Risk, High Reward for Industrial Manufacturers

If you’re not getting enough organic traffic to your industrial website, it may be time to invest in pay-per-click (PPC) advertising, an effective online marketing strategy for manufacturers. Pay-per-click advertising is considered “buying your way to the top” of search engines. It is effectively an auction for key phrases. The higher the bid, the higher your ad appears. Nothing is charged until the ad is “clicked through” to a landing page or website. There are three choices of paid ads: 1. Text ads on the top and bottom of Google, Yahoo and Bing 2. Display, or visual, ads shown on Read More

Top 7 Signs Your Website Needs a Redesign

Think of a website as a first handshake. A firm handshake with confident eye contact makes a great impression. Flimsy, clammy handshakes don’t inspire confidence and can lose a sale. Does your website inspire confidence, credibility and trust? Put yourself in your prospects’ shoes and evaluate your website based on this 7-step checklist. If you recognize any of these warning signs, it’s time for an immediate change. 1. It doesn’t resonate with your audience A website should be designed with the ideal customer profile in mind. This allows customers to be targeted through key phrases, inbound and outbound marketing tactics. Read More

10 Common Marketing Mistakes

1- WHAT ARE YOU SELLING? One of the biggest mistakes in industrial product marketing is not identifying or describing your products or services to the customer. Keep your descriptions simple and understandable for the greatest marketing success. 2- A GENERIC POSITION! Rather than trying to be all things to all people, find your niche. To get ahead, focus on your strengths, what you do best, and how you are different from the competition. 3- APPEALING TO EVERYONE. Find your target audience and gear your marketing plan to that audience. Marketing to a defined group allows you to better control how your message is Read More

The Importance of Case Studies in Manufacturing

While client testimonials can be powerful, they can sometimes be taken with a grain of salt. Case studies, however, provide a step by step demonstration of your capabilities, and more importantly, how they benefited a specific client. Well constructed and properly written case studies don’t just state that a customer was satisfied, it shows how you satisfied them. They are equally as effective for B2B and B2C manufacturers. Here are some tips and tricks for creating compelling case studies for manufacturers. Start with Client Goals.  This demonstrates you were listening and understood what the client wanted to accomplish. Make sure Read More

7 Tips for Powerful Video Marketing

You can use and leverage video in a variety of ways. It’s a medium that allows for creative liberty and compelling storytelling. In the manufacturing world, video is becoming more and more popular among consumers. Statistics show that this popularity will continue to rise. That means industrial companies should start preparing for video marketing. These 7 tips will help get you started with this engaging marketing tactic. 1. Choose the Right Keywords We’re seeing more and more YouTube videos show up in search results. Companies should choose the right keywords for their videos in the same way they do for Read More

7 Ways to Promote New Industrial Products

So, you’re about to release a new industrial product and you want to make some sales? In order to maximize your launch, you need to create a strong marketing strategy. It will guide your marketing efforts and ensure that you get the biggest bang possible. When it comes to promoting new industrial products, here are 7 core tactics for the campaign. 1. Develop Engaging eBlasts When someone opts in to your email list, this is called “permission based marketing”. It’s a way to get your message in front of people who want to hear from you. Develop an engaging, custom email Read More

4 Ways Content Marketing Brings Value

  According to a recent survey provided by TMG Custom Media & Marketing Tech Blog, 61% of consumers said that they feel better about a company that delivers custom content on a consistent basis. That’s an impressive statistic. With every passing day, it’s becoming more and more important to invest in content. The value it brings businesses of all industries is clear. By ignoring the statistics, companies fall further and further behind their competitors. Content Marketing: Helps With Search Engine Optimization Search engines like to see dynamic websites. That means that you need to keep it updated with new, valuable Read More

The New 21st Century Sales Strategy

  We’re living in the digital age. Traditional marketing methods for selling industrial products are being replaced with digital marketing strategies that embrace evolving technologies. But the replacements don’t stop with your marketing department. Even traditional sales strategies are receiving an upgrade with the emergence of new tactics. Long gone are the days where you have to spend all day trying to find customers. Today, through the use of new sales techniques, customers have the information and technology to find you. An Overview of the New Way of Selling Industrial Products 21st century selling puts the buying power into the hands Read More

5 Factors of a Strong Company Brand

People judge your business on the perception you provide. By definition, perception means: “The ability to see, hear or become aware of something through the senses.” Every interaction with your company contributes to the overall perception or “brand” a customer has about your business. If you want to create a strong company image, you must understand how to show and communicate your strengths in every facet. At the end of the day, brand consistency is king.

6 Steps to Maximize Trade Show Success

Industrial B2B marketers often invest more in trade show marketing than any other medium. Why? Because the opportunity for interpersonal access and influence to ideal customers is optimized. The Center for Exhibition Industry Research (CEIR) provides insightful statistics about marketing effectiveness among trade show visitors: 88% have not spoken to your sales staff in the past 12 months. 76% say the trade show influenced buying decisions. 64% talk about the event with at least six other people. 76% requested a quote from a company. 26% signed purchase orders at the show. Like most good things in life, trade show success Read More

Success In The 21st Century Means Rapid Evolution

If you want to sum up today’s business climate in a few simple words, look no further than Bob Dylan’s 50-year-old anthem: “The times they are a-changin’.” Not so long ago, many manufacturers profitably turned out products that now have been replaced by advancing technology. Companies that tried to hold onto the status quo lost ground or disappeared. Those that worked to reinvent themselves lived to flourish another day. Not unique to industry, this trend is also apparent in service-related businesses such as Gotham and its sister companies, X-Factor and MarketingGhost. A few years ago, social media marketing, responsive website Read More

Social Media Marketing for Manufacturers

Social Media like LinkedIn, Facebook, Instagram, Google + and YouTube are just a sampling of platforms for promotion of industrial products and services. Social media is an affordable way to market, meets prospects where they spend time, demonstrates company culture and is measurable. Social media marketing for manufacturers requires diverse content that engages the market with inspirational creativity. And when you can accomplish that, you’ll see success with social efforts. Let’s review a few ways that manufacturers can make an impact with social media marketing. Offer Product Training With Video    The B2B Content Marketing 2015: Benchmarks, Budgets, and Trends – North Read More

The Importance of Having a Fresh, Updated Website Design

  Everything on the Internet is a visual experience. If your manufacturing website isn’t constructed with up-to-date design standards, prospects will have a bad experience. And much like in brick-and-mortar scenarios, you don’t want anyone to feel this way about your company. That’s why it’s so important to have a fresh, mobile-friendly updated website design every three to four years. You don’t want prospects visiting your website, only to believe that you can’t provide a quality service or product because you don’t have a quality website. A quality website design does a few things for a business, including: Establishing a great Read More

The Practical Guide to Marketing for Manufacturers

We’ve spoken about how outbound builds your brand, and how it differs from inbound marketing. Today, we’d like to take that a step further in this practical guide for manufacturing and industrial marketing in 2015. In this article, we’ll expound on these points: The Importance of Marketing Strategy How Different Outbound Channels Add Value Why Marketing is an Investment, Not an Expense Marketing for manufacturing companies requires a great deal of time, energy and investment. However, if you do it right, you will reap abundant rewards for years to come. Marketing Strategy: The Key to Success Great marketing happens through Read More

Building Market Share on a Foundation of Positive Thinking

  Successful people have “vision”. They visualize success before it happens, then effectively take strategic steps to realize goals. That vision and positive thinking allow them to uncover opportunity in challenges that others miss. The best of these are known as “visionaries” – the highest compliment we can pay to a positive thinker. Thomas Edison, a visionary from the early 1900’s, once said “I have not failed. I’ve just found 10,000 ways that won’t work”. With positive thinking, we can see the possibilities – even in the midst of a crisis as dire as the “Great Recession” that has gripped Read More

25 Years and Counting…..

Wow! This year, Gotham is celebrating a quarter-century in the marketing business. A flood of memories – good and bad – return to me as I wax nostalgic about this long journey, but the word that sums it all up for me is gratitude. First, I owe gratitude to God for blessing me with a creative gift, and to my parents, Mackie and Stewart, both artists who nurtured the creativity in me. Beyond that, I owe gratitude to too many people to name in this blog. If you have worked with the team at Gotham, thank you. If you have Read More

The Importance of Experience in Marketing

New marketing tools are created and abandoned every day. New channels for message distribution appear and skyrocket in popularity, only to fizzle just as fast.  New companies appear, shine brightly for a few months or years, then disappear. While marketing seems to be a young, constantly evolving industry – and it is, to an extent – the fact is that 99% of what actually works in marketing today is simply a new variation on a very old theme: Make a great product or provide a great service Differentiate the product or service from competitors Offer it at an acceptable price Read More

Hit the Bullseye with Target Marketing

Mass marketing is not as effective as it once was. It had its heyday when we had a choice of three major channels on TV and limited options for mass media otherwise. We’re all but immune to the huge campaigns that bombard us from every angle, especially since we know that the same message is going out to millions of people and it has little or nothing to do with us. But, when personal correspondence is received, we immediately take notice, because it involves us as individuals. Target Marketing leverages personalization by delivering a marketing message so perfectly focused on Read More

How Outbound Marketing Builds Your Brand

While “inbound marketing” which involves pulling prospects to a website is currently the hot trend, traditional advertising and marketing methods continue to produce results. These tactics that have worked for generations are now called “outbound marketing.” Outbound marketing involves anything your company does to project your message outward. This may include: marketing strategies advertising in various media channels sales presentations direct mail public relations brochures e-mail marketing trade shows Taken collectively, these outbound tactics are released strategically and incorporate consistency in design, messaging and purpose to elicit an emotional response from the prospect. Outbound marketing is focused on “pushing” a Read More

Wasp Catchers: A Case in Point on the 4 Ps of Marketing

  Recently, I was in an antique store in Lenoir, NC. looking for a unique gift for my wife. While the store had some interesting artifacts, I really didn’t find anything that flipped my switch. My daughter Maggie, however, did find something she wanted to purchase. Ambling up to the cashier to pay, something overhead caught my eye. Looking up, I saw this really cool-looking glass contraption. The object resembled a bee hive and had a lid sporting a wasp on top. There was a reservoir at the bottom to hold liquid. As my curiosity about the piece grew, I Read More

Industrial B2B vs. Traditional B2C Marketing – Completely Different Animals

It’s easy to assume everyone understands the inherent difference between marketing to businesses (business to business, or B2B) and marketing to consumers (business to consumer, or B2C), especially if you’re on the inside of the marketing industry, neck deep in the process every day.  Here’s a brief rundown of the differences between B2B marketing – with a focus on industrial marketing– and B2C marketing, which caters primarily to retail. B2C – Persuading Consumer to Purchase Something From A Business A company marketing primarily to consumers – like Wal-Mart, Ford, or the local deli – have some basic marketing foundations they Read More

Making Your Trade Show Booth the Star of the Show

So many people, so much competition, and so little time to make an impression: this is the atmosphere of the trade show.  It’s confusing, complex, and constraining.  So why do so many businesses choose to participate in them? Because it’s the best chance to have face time with the greatest amount of potential customers in one place. It’s a great opportunity to meet the decision-makers.  In fact, 87% of industrial trade show attendees are the purchasing decision-makers for their companies. Your goal is to attract these decision-makers to your booth.  And, in an age of 3-D graphic capabilities, advanced visual Read More

During Hard Times, Smart Businesses Don’t Hide, They Thrive.

This was written and produced within 30 days of 9/11/2001 by Gotham and used as a self-promotional mailer. During hard times, smart businesses don’t hide. They THRIVE. In a down economy, visible companies enjoy the advantage of being accessible to buying customers while their competition can’t be found. Less clutter in advertising means your message beckons customers louder than ever. Many companies experience substantial growth during recessions and emerge stronger than ever, simply because they have the wisdom to employ an innovative marketing plan and stay the course. Savvy business people realize sales will happen in 2002 but only for Read More

Why Your Company Needs (and Wants) an Intranet

I can see you cringe already. “Another website? It’s enough work taking care of the one we’ve got! And don’t get me started about Facebook and Twitter!” It’s true that businesses today need to invest far more time in their digital face – company website, social media, and online content marketing – than we did even five years ago. And, no doubt, time is one of your most valuable commodities. So how could you possibly benefit from adding another site to that mix? Well, here’s how: It’s not really in that mix. It’s above the mix. A company intranet is Read More

Straightening Out Lead-handling

Sales and marketing are joined at the hip. Think of marketing as the big umbrella under which sales, advertising and public relations all fall. Advertising and public relations can be organized and managed. It’s salespeople who typically are the wild cards in the marketing mix. Salespeople are by nature extroverted and inclined to be persuasive and persistent in order to close the deal. Yet, some of my clients have spent tens of thousands of dollars on fancy Customer Relations Management (CRM) systems, only to have their salespeople enter inferior prospect data – or none at all. Sloppy data-collection is a Read More

What is Search Engine Optimization?

If “SEO” pops up in conversations regarding Internet marketing and you’re not clear on the meaning, you’re not alone. SEO is an acronym for “Search Engine Optimization” and it is a key element for the promotion of a website. Search engines in general are the “Index of the Internet,” searching billions of pages for the key words you have selected and ranking the pages in order of relevance. Search engines “crawl” websites seeking keywords and Meta tags hidden within your website and categorizing each one. Every time someone does an online search, the search engine is able to refer back to Read More

Narrow Your Market

There are two things you can do to vastly improve your marketing program. First, define what your company is great at. That will be your core competency. Then, delineate the factors that differentiate your product or service from the competition. By defining core competency and communicating the differences between your company and competitors, you are creating a “brand platform.” A brand is your promise to the prospect, so you need to live it and breath it internally, and you must back it by action. Defining and claiming your brand is more vital today than ever, because virtually all prospects now Read More

Awareness vs. Lead Generation

There are more ways than ever to communicate with prospects. From traditional mass media to cutting edge digital technology, the ever- widening array of media vehicles assault the senses daily. This “fragmentation” makes the job of the marketer extremely difficult- there are plenty of communication vehicles, but which ones will the target market utilize? One old school of thought is that of “Branding”. Branding simplified involves finding a key differentiator within the company, owning it, wrapping consistent messaging around the core idea and spending enough money so that it will be seen and understood by the target market. Branding, which Read More

Brace for the Return of the Economy

This year, Gotham celebrates its 20 year anniversary as a strategic marketing firm. This year also marks the third recession we have endured during those 20 years. Advertising agencies are usually “first in, first out” of a recession, due to the popular theory that marketing is an “optional expense.” At the sniff of economic turmoil, companies often reduce their marketing to conserve cash. When they get a sense that things are recovering, they expect to capture market share due to weakened competition and pent up demand in the marketplace. I would argue that a theory’s popularity, doesn’t necessarily make it Read More

Why Advertising in a Recession is a Great Idea

1. Many companies tie their advertising to what competitors are doing. How could so many people have missed the “Would you jump off a bridge if others did?” speech from their mom. These “me too” companies will always struggle to get ahead of the competition because they are emulating others. The idea is to be different, market differently and grow market share as a result. 2. During the Great Depression, two cereal makers dominated the market. Post and Kellogg’s entered the period with equal market share, Kellogg’s chose to continue advertising while Post cut back. Kellogg’s emerged from the Depression Read More

Survive and Thrive

This year Gotham, LLC is celebrating our 20th year of providing marketing, advertising and public relations to our business-to-business clients. Although the economy is extremely challenging, 2008 was our best year ever. We are committed to making 2009 another stellar year by focusing on operations and providing the highest level of service we can to our existing clients. Most of our clients realize that more now than ever they need our expertise in clear communications and strategic critical thinking. Last year, we rolled out an innovative concept called X-Factor Web Marketing, which blends public relations with Search Engine Optimization ( Read More

The Elevator Speech

What could you say about yourself in 30 seconds that would sound memorable but not “needy”? Create a good sound bite that communicates your personal brand. This concise but comprehensive personal summary is often referred to as the “elevator speech” because you have a limited amount of time in which to deliver it. The elevator speech should identify who you are, provide a unique and memorable fact, explain what you do, why you’re good at it, and how a business could benefit from your skills and experience. Remember, you have 30 seconds. For example, if you’re an experienced truck driver Read More

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