industrial marketing
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.
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
