internet communications in industry and manufacturing

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 en mass to non-technical people.

In these days of online networking, I am often asked “what do you do?” So of course the answer is that “At the moment we are helping industrial companies recover from this recession with low-cost marketing activities free at the point of publication”. Contact us to find out how.

We have already noted it is probable that many printed advertisements are responded to via Google – so while Google is a conduit it is not fair to conclude that they are also the source of the webtraffic so derived. Sadly this is an unknowable metric.

Specialist publishers do not have the problem of  wastage in the same way as Google – people are most unlikely to go to a technical site just to find someone they already know – it takes too long – so technical sites are only serving the much smaller number of people who are specifically interested in the technical material and subsequently click on the web link. These publishers are not competing with the whole of Google – only that  part represented by people who don’t already know who or what they are looking for.

Plus these people are presumably reading technical journals to keep up to date with products and technologies so they are self defined as credible enquirers.  In the parlance of the motor trade 1 person with money in their pocket is worth 100 tyre kickers.

Difficult to prove I know – but I am aware of at least one specialist technical publisher who makes it his job to follow up with advertisers and identify orders flowing from readers of his publication, with some interesting results.

Since the coming of the internet we have all become used to large numbers associated with our web traffic – but do we really believe that thousands and thousands of new potential customers visit our sites each month – let us be realistic – just how big is your market in engineers and buyers – of the 50,000 or so engineers in the country how many are actually likely to be interested in your product? Numbers are great – I wouldn’t be without measurable data – but they only go so far and perhaps it is time we once again looked at quality over quantity in our advertising – and looked beyond the numbers.

I have noticed recently a lingering thread of the past in discussions about industrial PR – a thread hanging over from pre-internet days when printed journals were the only communication channel available to companies wishing to use editorial/free-at-point-of-publication in their marketing promotion.

This view seems to still hold that industrial PR is primarily about dealing with printed publications – when in reality that has not been the case for many years. Print is still very important – vital to industrial PR – but proportionately the weight of activity and response today is overwhelmingly with the internet media of journals, directories, social media, e-news letters etc.

If your Marketing/PR agency is not comfortable with these internet media then perhaps it is time to talk to one who is?



We’ve been looking carefully ( again ) at what and how we do things for clients and we were pleased to see that client’s Webprofiles held some interesting information. We found for example that in our Google UK searches:
– the average client has 122 industry and product specific keywords
– of which we get 62% on page 1
– and of those 122 keywords we get 24% to position 1 on page 1
– of the 62% that get to page 1 they do so not just once or even twice – but on average 3 times!
– we don’t have any average clients ………..

So why not contact us to see how we can increase your Webprofile.

The Importance of of Keywords

The internet visual revolution not withstanding we are still dealing daily with text based searches – and the keywords that system implies. We regularly see the importance of including in company website, blog, press releases and social media posts a broad range of industry specific and product specific words, phrases and expressions. These ensure that […]

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Globalisation, The Internet + Promotions

Like it or not, if you have a presence on the internet, you have a global presence – I know that Google is becoming regional – but your material is still available to any English speaker that cares to search. This may be a pest if you really don’t want to sell outside the UK […]

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PR/SEO/Link Building

While PR includes link building, it is very much more in that it puts information people want to read in the places where they want to read it. Engineers/buyers do not want to read every manufacturers’ website for information on new products or applications – they simply want basic information in the journals/ezines that cover […]

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Websites + Client Catalogues – a good idea?

Websites who publish client catalogues for free a tempting offer – but a good way to lose customers? They effectively shunt enquirers into a cul-de-sac where they struggle to find advice from a large pdf file then give up before ever contacting the client. Also while this keeps enquirers on the journal site it means […]

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How PR has changed with the development of the internet

A lot! When I started we posted a story with a black and white picture to a few magazines and hoped the phone would ring 4 months later – there was a 3 month editorial cycle. Then journals introduced colour and “bingo cards” so now we could see where enquiries came from. Then the internet […]

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Just do it properly!

Doing the job properly – at the end of the day the whole industrial PR process – with or without search engines – is about getting genuine information to places where it can reach serious potential users/buyers. These are willing buyers – if they don’t buy then their business will not exist, but they must […]

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