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Smarter Marketing for Manufacturers

Manufacturing is Booming in America. Here are some reasons why: A renewed ability to compete globally due to efficiencies gained with lean manufacturing The adoption of automation and Industry 4.0 tactics help companies focus on small batch, custom production runs A new tax structure making the U.S. competitive on a global scale Reshoring, and a […]

5 Ways to Win Back Lost Trade Show Leads

COVID-19 has resulted in the cancellation of many in-person business activities. One casualty impacting many manufacturers? Trade shows. As with many things pandemic-related, these cancellations require businesses to adjust to fill the void. The good news? There are other places to direct your marketing dollars in order to continue making meaningful business connections, capturing new […]

Maximize the Sale Price of Your Manufacturing Business

Interested in increasing the value of your industrial business? This video will show you how a strategic marketing plan and company rebranding can help you maximize selling potential. Here are some of the keys to selling a manufacturing business at a higher valuation. Potential buyers are looking for: A formalized business strategy A proven strategic […]

Create a Marketing Machine for Your Manufacturing Company

Become a dominant player in your market with this 5-minute, informative webinar from Gotham Industrial Marketing. Webinar details: Take your marketing program from a “Vicious” to “Virtuous” Cycle Learn how different aspects of the customer experience can be enhanced Systemize your marketing for greater success Transition your marketing into a self-perpetuating success model Crank up […]

How to Cut the Fat from Your B2B Marketing Program

In the B2B arena, the concept of lean marketing parallels continuous improvement in manufacturing operations. Agility and responsiveness separate effective industrial marketing from fixed marketing plans. As opposed to a predetermined twelve-month strategy, lean marketing is dynamic and data driven. The goal is to perpetually strive for continuous improvement in messaging strategy and prospect engagement. […]

Helping Manufacturers Thrive With High Performance Websites

For over 30 years, Gotham Industrial Marketing has helped industrial companies around the world introduce new products, grow market share and increase profitability with strategic marketing solutions. One of our core competencies and a vital part of any marketing program is development of B2B websites. Does your website: Effectively communicate your company culture, products, and […]

Manufacturing Better Prospects Through Search Engine Optimization (SEO)

Search engine optimization, or SEO, is an important component to every manufacturing website. Many web designers are capable of crafting a great-looking website that offers a high-quality user experience. These same designers may offer SEO implementation as an additional revenue stream to benefit themselves, but it’s seldom done correctly. In fact, the vast majority of […]

Trade shows are being canceled. Face-to-face sales calls are dwindling. Travel options are limited and getting more so by the day. To say we are in uncertain times during the novel coronavirus global pandemic is an understatement. Anxiety leaves businesses across all sectors wondering how to keep increasing sales despite these new and evolving challenges. […]

North Carolina Industrial Marketing Firm

Gotham, LLC , serving industrial B2B companies internationally with comprehensive marketing services, has released a new website: www.industrialmarketingexperts.com. For over 30 years, Gotham has helped many companies tell their stories in a wide array of industry sectors. Gotham’s unique process of strategic marketing planning and charting measurable results for greater ROI make the marketing company […]

Early in the life cycle of a business, the owner may be responsible for all aspects of the business, including sales, marketing, production, and accounting. As the enterprise grows, this becomes unsustainable and limits cash flow. Some responsibilities need to be outsourced to permit the enterprise to grow beyond the capabilities of a single person. […]

One of the surest ways to acquire a valuable long-term client is to be referred by an existing client. This can save 20–50 percent of typical new customer acquisition costs and eliminates the time-consuming and challenging three-way bid process most companies engage in because the prospect already trusts your ability to effectively handle their challenges. […]

If one more person tells me they took a marketing class in college…I may spontaneously combust! With seemingly everyone in the world claiming to be “the expert,” the purchasing market is confused. This confusion extends to business owners and sales teams that refuse to permit an expert’s vision and creativity to craft their brands for […]

The internet has forever altered the leverage of business-to-business (and retail) decision-making for the customer. This article primarily focuses on the industrial buyer, which has a more complex relationship than the one-to-one purchasing relationship with retail prospects. Purchasing decisions at the industrial corporation level are often a consensus among C-level executives, managers, purchasing, and employees […]

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 33-year career has been devoted to helping industrial companies strategically market their products and services, build revenue, and, […]

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 […]

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 […]

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, […]

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 […]

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 […]

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 […]

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 […]

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 […]

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

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 and the […]

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 […]

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 […]

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 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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

Social Media Marketing: A Must for All Businesses Today

Social media is the new media marketing; in fact, the trend towards social media marketing, in many companies, has become a favorite tactic along with traditional print and broadcast advertising.

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 […]

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, […]

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 […]

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 […]

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 […]

Smarter Marketing for Manufacturers

5 Ways to Win Back Lost Trade Show Leads

Maximize the Sale Price of Your Manufacturing Business

Create a Marketing Machine for Your Manufacturing Company

How to Cut the Fat from Your B2B Marketing Program

Helping Manufacturers Thrive With High Performance Websites

Manufacturing Better Prospects Through Search Engine Optimization (SEO)

Make Your Brand Known in Uncertain Economic Times

Industrial Marketing Firm Launches New Website

Building a Sales and Marketing Machine

The Value of a Referral/Ambassador Program

Leave Marketing to the Experts

Increase Sales in 2020 with Granular Targeting

Choose Industrial Marketing Support Wisely

A CRM Can Improve Your Selling Performance

Build Brand Perception Surveys to Enhance Customer Loyalty and Grow Sales

3 Tips for Choosing the Right Industrial Marketing Team

How E-commerce Can Increase Sales for your Industrial Company

Growing Market Share in North America

Smarter Marketing: Leveraging Google Analytics

Why Social Media, E-mail and Video Marketing Matter

How To Improve SEO on an Industrial or Manufacturing Website

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

Top 7 Signs Your Website Needs a Redesign

10 Common Marketing Mistakes

The Importance of Case Studies in Manufacturing

7 Tips for Powerful Video Marketing

7 Ways to Promote New Industrial Products

4 Ways Content Marketing Brings Value

The New 21st Century Sales Strategy

5 Factors of a Strong Company Brand

6 Steps to Maximize Trade Show Success

Success In The 21st Century Means Rapid Evolution

Social Media Marketing for Manufacturers

The Importance of Having a Fresh, Updated Website Design

The Practical Guide to Marketing for Manufacturers

Building Market Share on a Foundation of Positive Thinking

25 Years and Counting…..

The Importance of Experience in Marketing

Hit the Bullseye with Target Marketing

How Outbound Marketing Builds Your Brand

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

Industrial B2B vs. Traditional B2C Marketing – Completely Different Animals

Making Your Trade Show Booth the Star of the Show

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

Why Your Company Needs (and Wants) an Intranet

Straightening Out Lead-handling

What is Search Engine Optimization?

Narrow Your Market

Social Media Marketing: A Must for All Businesses Today

Awareness vs. Lead Generation

Brace for the Return of the Economy

Why Advertising in a Recession is a Great Idea

Survive and Thrive

The Elevator Speech

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