industrial PR

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.

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

Trickle-down content marketing

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 Blog and Social Media – which both add variety and relevance while potentially stimulating conversation.
  • A White Paper goes on the website and the Blog – it also gives rise to a press release and social media coverage driving traffic to the full document on the website.
  • Videos on YouTube channel can also be shown on the website and Blog, and covered on Social Media.
  • Feature articles convert to white papers to go on the website and Blog with press release and social media coverage.

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

Good idea

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 confidence to do the same or similar ourselves. We are also grateful to the video provider who takes on credibility, status and authority.

The same is true of re-telling in-print stories of how your customers use your products – referred to as “application stories”. Tell one prospective customer how someone else saved time/money/solved quality problems/achieved an otherwise impossible task – then you have a really powerful testimonial.

So don’t take your customers application for granted – once you have solved their problem turn the story into valuable content for your PR or Social Media campaigns – your sales team will – eventually – love you for it.

Take a look at your customer list and ask “What do they do with our product?”

The answer may surprise you and provide prospective customers with an interesting approach to their own problems, and so bring them to your door.

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

Don’t be afraid to state the obvious!

Thumbnail image for Don’t be afraid to state the obvious!

Often it is important that we are not afraid to state the obvious – it may not be obvious to everybody and those people, newcomers to the field perhaps, will thank you for it. Just don’t tout it as new wisdom – or you will bore and probably offend the people to whom it is […]

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Web traffic and web presence information

From time to time I see in the SEO related newsletters and am told by individuals that the best web traffic and web presence information is provided by Google Analytics and further that an in-depth understanding of the black box algorithm they use is vital to marketing on the web. These same people sometimes go […]

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The value of Social Media for Industrial SMEs

How to get started – this is the right time for industrial companies to put resources into Social Media. Why and How? There has been much scepticism about the use of Social Media in the industrial market place – even late in 2012 I saw a paper which suggested that 30% of engineers did not […]

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Money Saving Marketing for Industrial SMEs – TIMA Whitepaper

Cost-effective marketing, 80/20 rule and getting the biggest bang for small bucks. Working across marketing platforms to leverage effect. Some of us prioritise quality above all – some of us prioritise low cost – at TIMA we believe that successful SMEs seek a balance in their marketing – having neither the budgets to afford the […]

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Our guest post on Industrial PR Marketing

Chris Rand’s daily blog has for quite a while been the only blog I have read on a regular basis – so I was delighted to be invited to guest post. Naturally I chose one of my favourite themes – how to use trade/technical PR to get positioned on page 1 of Google – and […]

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Waste is Inevitable in SME Marketing – Really!

Why is it that many companies who accept: – not every cold call will get an appointment – not every sales call will result in an order – not every quotation will yield an order Do not seem to quite accept: – not every advertisement will bring floods of leads –  not every press release […]

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