Have you ever laid down and let people walk all over you? Course not. You’re a planner, a prepper, and when you face challenges you’re a scrambler, a person who keeps going and somehow finds that by striving to meet challenges head-on there’s always a new opportunity presenting itself.

That’s the secret of successful Press Relations for industrial SMEs operating in the industrial marketplace. To keep going. To battle, and put yourself out there so that more people notice you.

Trouble is, you know how to research, develop and produce the products that engineers and technicians want to use – you’ve been serving the industrial marketplace for years – but to you, pushing out news or press releases is a tiresome task, a hit or miss activity that doesn’t bring the rewards it should, given the time and effort you put into them.

Notice we say Press Relations and not Public Relations. The distinction is crucial to you in the industrial marketplace.

Public Relations is more likely associated with the promotion and self-promotion of celebrities, politicians or B2Cs who want to generate hits for their website. The practice is, frankly, becoming a bore to many people as they realise their emotions are being manipulated and that they’ve been baited for a highly prized click.

Press Relations, on the other hand, is the vital interaction between you, your products and services, and the trade press and trade customers. This is a much more meaningful relationship and one you know is worth developing.

The benefits and rewards of doing it properly are immense, but the process of achieving those results can be challenging.

You might have dabbled in Press Relations or delegated it to someone in your organisation who you think has the time and talent to do it.

But could you be doing more? If you’re answering ‘yes, but I don’t have the time, the staff or the money to do it’ then we have a ‘Guide to Press Relations for Industrial SMEs’ that you should see.

In it, we outline how you can achieve maximum results for a minimum investment.

So to answer the question ‘How can we do industrial PR – and how can we do it cheaply?’ see this link and read Ian Deavin’s guide.

• The Industrial Marketing Agency has been providing Press Relations for Industrial SMEs for more than two decades. Some of our clients go back over 20 years with us so you’ve probably sussed that we’re pretty good at what we do and provide value to those clients.
Interestingly, those clients don’t question the level of investment required, instead choosing to focus on the benefits.
Speak to Ian, Lesley or Sue on 01462 850040 or call Ian on 07860 218334 or Lesley on 07799 642863 to arrange a 40-minute meeting with you.

How PR and SEO work together

It seems reasonable to consider that the first responsibility of a marketing executive is to understand the market in which they operate. One area that is easily overlooked is terminology – what do people call your product?

This is especially important if for example you have a non-UK head office who insists on a global generic product name that while it makes sense is actually never used in the U.K.

Google does not know that this global generic is also known by a swath of maybe 10 more commonly used industrial jargon names. So unless you as a marketer put those jargon names into your website, your SEO and your publicity – you will simply not be found online by the great majority of searchers who call your product something completely different.

For example, as a manufacturer of “car locks” if you want to be found for “vehicle security systems” you need to be explicit. Google will not know (as we do) that a “car lock” is a “vehicle security system” or part of one.

It may however conflate the words “vehicle”, “security” and “systems” from different parts of your text, but will generally list these below someone else who uses the phrase “vehicle security systems”.

Having done this “jargon SEO” then monitor your web presence and traffic for these new keywords – especially in your long tail search strings. Equally of course, if you insist on calling your product something “corporate” that no-one else has heard of, then you are unlikely to get many searches for it until you have put a lot of money into promoting your new name/brand, along with all its synonyms, although you will come top of page 1 if it is actually unique – even if no one is looking for it.

Call us to discuss how PR and SEO work together

The tip of the industrial marketing iceberg

From qualitative research across our client base we estimate that 23% of free web coverage is corporate website, 22% is corporate blog and 55% is from third party sites – online journals, online directories – which get picked up by search engines.

This includes some photos and some videos but does not include:
–    Video channel internal searches, e.g. YouTube
–    Editorial newsletters
–    Industry blogs
–    Social media internal traffic
So there is clearly a lot to do for free!

Call us to see how you can use online marketing in your business

successful-everybody-knows you

What do you do in a small niche market where everybody knows you?

In truth it may be a small niche (even incestuous!) market but it will always be fluid – people leaving, people moving around, people coming in – a churn rate which has been estimated at 40% over a 2 year period – and even the most conservative technologies change in response to many internal and external factors.

So what do you do once you are on page 1 of your favourite search engine – well clearly you make sure you stay there and arrange to be there more often for more search terms.
As many champions have found before, winning is only the first step – keeping the top spot is often a lot harder work than getting there.
So you simply do the same stuff that got you to page 1 and more. You keep the pot boiling and add more ingredients; you re-present the menu and extend it.
Then you work on service, response, stock etc. etc. to ensure that you keep your core customer base while adding new ones.

Call us to see how you can use online marketing in your business

Industrial website and sales engineers – a customer support team

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In fact a good website provides most of what a good sales/technical support team has to offer – but all it can offer is information. A good sales engineer can offer much more such as guidance and informed opinion based on an understanding of the customer’s problem. Today the best sales engineers can also add […]

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Industrial website design

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Industrial website design seems to be maturing into a stylish but very focused search friendly catalogue format, backed up by a wealth of valuable material: –    Data sheets –    CAD downloads –    Specification guides –    Application guides –    Technology tutorials –    “How to” videos Call us to see how you can use our industrial website design […]

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By taking a systematic approach to content generation and dissemination we find that we can cost-effectively achieve coverage for clients. This generally involves a trickle-down from the initial brief which may start as a press release, white paper, feature article or video. The process works something like this (with variations): Press Release content feeds the […]

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It’s all about perspective

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When I took on my first proper marketing job (as marketing manager for a small company in the enclosures business) I was given a sales territory of my own – it was local and smaller than the other sales engineers but I was accountable for it and had to spend time “on the road”. I […]

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Don’t take customer applications for granted

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Why do people watch YouTube – yes aside from entertainment – many many people watch “how to do it videos”. I remember one video getting 30,000 hits in a year on how to trim florists’ plastic foam with a knife. We all like to see how to do something – it gives us knowledge and […]

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Globalisation has a long way to go yet!

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Clearly we are still in the early stages of globalisation – with the great manufacturing engine that is China starting to find life difficult courtesy of re-shoring and economic downturn. Will we see Chinese companies become more aggressive again? They already have some really big players to rival the biggest the west has to offer […]

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