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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

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

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

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 (http://www.x-factormarketing.com) 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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