I heard this recently and have to agree:-
“Companies think hiring a junior to handle their social media is ticking the marketing box! The marketing function has become more important, not less post-Covid. Particularly as sales teams are struggling to get hold of prospects by phone / f2f in the way they used to!”
It seems to me that the online bubble created in B2C is set to burst for B2B, if it ever really did what was claimed for it, and more experienced, proven techniques are called for – so who ya goina call – Gostbusters?
Share the post "Times they are a’changin"
So presumably there is an answer? Of course, pretty much anything that still requires one human being to talk to another – such as………:-
Long-term relationships with many editors and publishers.
Established reputation for the provision of good content.
Long Experience in the manufacturing industry.
A complete cost-effective service
Niche agency – a specialist service for small to medium-sized component suppliers.
So contact a human being to discuss your industrial marketing needs now.
Share the post "What can we offer that big data cannot?"
Net Zero presents a huge and little appreciated opportunity for us all – I recently went to a meeting of manufacturing business people, where Net Zero was discussed at length. What I understood from the conversation that day was that Net Zero is seen only as a way to save on costs. Actually it is much bigger than that – it opens up completely new markets – a whole new customer base for new products, new equipment, and new manufacturing approaches.
Net Zero is first and foremost a new sales opportunity for everything that is required to do things differently – to minimise waste, to maximise recycling or to eliminate the need, to convert to renewable energy or to reduce energy use. Every time a company wants to move toward Net Zero it is likely they will need new equipment or new technology to enable the process. Each project presents a new opportunity to increase sales and save the planet whether for 3D manufacture or recyclable packaging.
If we don’t do this our children will end up living in a world resembling an overheated rubbish tip with a few parks and zoos.
Somewhere down the line, there are many, many political issues to be dealt with but whatever the politics ingenious technologies and manufacturing industry can help provide the solution.
Contact us to see how we can help you be part of this opportunity.
Share the post "Net Zero presents an opportunity for us all"
In conversations over the past year or so I have noticed a trend – where many companies have walked away from successful marketing activities stating their intention to do it in house. Now with a year or so to look back on I see that to varying degrees they have done very little in-house or otherwise – while the ones who have stayed with proven activities are having record sales.
There has been a lot of panic and a dash for change, all for the best of possible reasons, so may I respectfully suggest that now would be a good time to review the past, put aside our pride, consider carefully the shiny bells and whistles of the Googlesphere and choose to do some simple, effective and low-cost marketing.
Contact us to see how we can help you get it right!
Share the post "Record business for companies who commit to getting the sales/marketing basics right"
Just to refresh for the sake of anybody considering their way forward I offer a personal view of the role of PR in B2B sales/marketing
PR is an integral support for the sales team
PR/media activities reach potential new customers without the need for cold calling
They free salespeople from low-value calls, which are in any case not well received by people often working from home with their phones switched off.
A media/content program frees a company from the need to employ high-quality and expensive sales engineers to do low-return cold calls
This enables sales engineers to focus on what they do best – dealing with specification enquiries and resolving problems – often requiring face-to-face interaction.
Who wouldn’t want such a program on their team at this time of change?
Contact us here to see how you can enhance your team with a PR player
Share the post "What can a PR/media program do for your company?"
What can PR and the tech media do that Google can’t?
Well, that is a very good question with some interesting answers:-
Between us, we can provide a constant stream of valuable information
Create multiple points of contact over an extended time period
Provide a huge background of archived information which builds up over many years
Present in-depth pieces about technology, application, and guidance for usage
Offer guidance about trends
This results in a de facto relationship between the supplier and their customer audience generated by the working relationship active between PR content providers and the trade/tech press, both online and print-based. A relationship that exists in the minds of the participants purely because they are engaged across the media.
Regarding traditional print media – it has been shown to be significantly easier to read than a screen, while the information gathered this way is also better understood and remembered.
Google itself does none of these things, although we use it and other search engines as librarians to aid us in achieving them.
Share the post "The PR/media partnership – doing what Google can’t"
Within the industrial manufacturing arena “Marketing” seems to be in a period of once again being poorly understood and undervalued, this is a fashion that cycles around every few years.
It seems to be considered that everything has changed with the Internet – it has not – the basics and the principles have stayed the same – sadly the baby has often been thrown out with the bathwater and new marketing embraces much that is a fashionable (and expensive) new gimmick, while forgetting proven old ideas simply because they are old, without realising that they are also very effective.
Contact us to discuss an industrially oriented marketing program for your company.
Share the post "Marketing cycles in B2B"
I have been reading a bit about how the last two years have been marked by change in the industrial/B2B/SME marketplace and how our websites should help potential customers through their research and selection process with perhaps a zoom call occasionally with a salesperson to iron out any problems.
Really? Hasn’t it always been the case that customers want the quickest route to identifying a solution to their purchasing questions? What is clear is that instead of interrogating a catalogue and a sales rep or telesales today the process is much shorter. People are less receptive to speculative calls – actually, most are unreachable since they are working at home with their phones off. This means that the old role of the sales rep no longer includes seeking out new business – they are now needed to follow up when invited or to present an onsite presence in sorting out detailed specifications or dealing with problems.
The front end conclusion, therefore, is that it is ever more important for suppliers to get their online profile in front of engineers seeking products and processes, and that means appearing on page one of your favourite search engine organic results – unless you want to pay, which is also an option, but probably more difficult and expensive than it appears.
Which brings us to the world of Press Relations (PR) and Social Media – frequently dismissed (perhaps because of old prejudices) but actually one of the few ways where we can present design and production engineers with a steady flow of useful or even valuable information that helps them to resolve their questions. We do this by joining the established media flow which presents a steady and timely data stream from suppliers to customers – a communication channel including the web and print media. When our clients stand out in this channel their website traffic and RFQs increase – also giving an opportunity for an interpersonal sales discussion. The process hasn’t really changed but the emphasis has, making PR and Social Media so much more important to the whole industrial marketplace.
Critical to this information flow is the presence of an established and respected trade and tech media in the shape of proactive publishing houses that address the many niches that exist.
Share the post "Marketing supports change in the sales process"
Once again we hear that industrial commodities are in short supply and pricing has gone up for any one of many reasons – this is a cycle we have seen before of course and will settle out in time – do you remember the year that the Chinese bought up all the scrap steel on the planet – or the time that copper theft was a major crime wave?
What it indicates of course is that manufacturing has rebounded from Covid and we will now be in a period of shortage with extended deliveries and increased pricing – but it will be important to remember that everyone is in the same situation. So it is not a good idea to stop marketing on the basis that “we can’t deliver” because neither can anybody else.
Now is the time to keep your marketing going, do your best for every customer and they will thank you for it when business rebounds.
Share the post "Marketing to smooth the industrial business cycles"