Content Marketing

It seems to me that industrial marketing is like talking to an interested audience in a small room – it is not necessary to raise your voice too much to have a big effect.
Trade and tech media are very helpful in this as they specifically focus on the very engineers, specifiers, and buyers who make up this niche.
It is similar in fact to a very large national trade exhibition where all your potential customers come together – but re-run 24/7 using the impact of print media and the convenience of the internet.

It is all very well me and others talking about a massive recovery, but how can industrial SME’s afford to market themselves after a year of economic downturn?
Well, after more than a few years in the business may I suggest that PR with Social Media will be the lowest cost and most cost-effective promotion available.

Start there and see how it goes – your advertising and exhibition budgets can follow and build on your media presence. The combination will build a flexible, dynamic program that allows you to recover and promote as the recovery progresses.
Such a program is not only very cost-effective but also enables you to support the people who support you with true long-term benefits all round.

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If the forecasts are right and the half-full glass is about to get full again very quickly, then SMEs need to be sure they have all their marketing tools in place to take advantage of the recovery. If you want sales results in six months then we need to start your marketing now.

As we see recovery in manufacturing industry SMEs are busy but sales/marketing opportunities have reduced – exhibitions have gone virtual and so have sales calls, so what can we do to ensure sales after the recovery? It might be tempting to think we have to follow all the complex online advice we are offered, but actually, it is simpler than that. The principles are the same as they ever were so maybe this is a good time to go back to basics.

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Plan your industrial marketing strategy

Recovery and growth are in the air again, with estimates being ever more optimistic, so now is the time to plan a marketing program – unlike a one-time bulk investment in a machine where it starts producing quickly after set up – a marketing program always takes time to initiate and time to nurture. So […]

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How does our product solve a customer problem?

We are advised today by the “gurus” of the internet to focus on benefits, but in the industrial arena they are always the same – better, faster, cheaper, greener and so on – these are givens – so let us put ourselves in the place of a technical audience of intelligent problem solvers. Let us […]

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Industrial marketing is different!

As we move into economic recovery let’s remember that business is personal even in lockdown. So let’s not forget how to convey important product knowledge to potential customers, and remember that industrial marketing is different from the one size fits all internet theories derived from B2C techniques developed in the US, to sell non-technical products […]

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Industrial PR – working with the media

The relationship of SMEs with Trade & Tech media can be a bit awkward but with a little effort can be immensely rewarding on both sides. Just like any other relationship it needs a connection based on equal trust. In a PR sense this involves playing our part by regularly providing interesting/valuable material in a […]

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Opportunities in The Green Agenda

I am interested that the Green Agenda is getting more attention now – as the inheritors of the first industrial revolution wouldn’t it be great if UK manufacturing could help save the planet while regenerating itself. There are so many opportunities in renewable energy, renewable materials, product repair and recycling, waste recycling, and so on. […]

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Time to invest in your marketing

I am delighted to see that there is a lot of talk about re-investment in our industry – capital allowances and special loans and so on being made available. So I believe now is a good time to support by ramping up marketing activities. We all know that there is a lag in the system […]

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