How Can Manufacturers Get the Most Out of Their Marketing?

By Matt Sonnhalter, Vision Architect, Sonnhalter Being able to accurately show how well your efforts impacted a company’s bottom line is one of the biggest challenges marketing teams face every year. For years, the easiest indicator of a marketing team’s success was measured mostly in sales and lead generation. But with the rise of content marketing, influencer relations and social media in marketing plans, it’s sometimes difficult to accurately quantify exactly how all these tactics improve ROI. Regardless of where you stand on the value of these tactics, even the most stubborn skeptics will need to face the reality that content marketing, social media and other tactics for the digital age are here to stay. Unfortunately, most marketing budgets have yet to catch up with the financial and personnel resources necessary to successfully utilize these tactics. Many of these challenges and concerns were addressed in IEEE GlobalSpec’s “Trends in Industrial Marketing Survey,” which surveyed 326 marketing and sales professionals in the industrial sector on marketing trends within the engineering, technical, manufacturing and industrial communities. Here are some of the most interesting tidbits from the survey: Breakthroughs in marketing analytics have made it easier to calculate the ROI of a company’s marketing efforts. “Marketers are under steady pressure to demonstrate ROI for their marketing programs. The need to improve ROI is one of the top challenges industrial marketers face. To meet this challenge, marketers use leads as their number one measure of success. But generating high-quality leads for sales is also one of the top marketing challenges. This may sound like a vicious cycle, and some marketers would agree, but the point is that measurement matters. Other measures of success include customer acquisition and sales attributed to marketing campaigns. Marketing automation software, which can improve tracking and measurement capabilities, is used…read more >

Old or New: School is Back in Session

By Chris Ilcin, Account Superintendent There are still some hot days to get through, but Labor Day is fast approaching and most schools are back in session. So make sure you stop for busses, keep an eye out for kids and stop worrying about chasing the latest marketing craze. Wait, what? This is the perfect time of year to reassess what school your marketing efforts are going to. Are you “Old School,” still utilizing print, convinced social media is just a craze and missing printed catalogs? Or are you “New School,” only marketing to mobile, boiling your message down to 140 characters and laughing at the dinosaurs amongst you? Guess what: it doesn’t matter. Because in the end, what will make any and all of those marketing tactics succeed or fail is what you bring to it – a personal touch. Old School Personal Touches Print Ads – Make sure your advertising isn’t just a product catalog and includes a call to action, such as a dedicated phone number or website. This will be your best way to gauge ROI and allow you to make a personal connection with people who respond to your ad. Catalogs – Be smart with distribution. Don’t just dump them in a distributor's office or on a table at a trade show. Offer them on your website and free upon request. Just make sure you have a plan to follow up and utilize the customer info you get in return. 13934read more >

Reach Tradesmen Using a Social Media Map

To maximize your SEO and social media, you need a plan to identify the audiences, objectives, strategy and tactics to reach your marketing goals.read more >
Load