If you’re going to market, you need content. The industrial marketing space is no exception to this now-established rule of marketing, although industrial marketing content seems to be subject to a certain tendency: more often than not, non-marketers create marketing content. At first glance, this inclination is totally understandable. Information in the industrial world is often… Read more »
We’ve all seen them — websites that cram too much information onto one page without providing a clear hierarchy or structure. When doing UX (user experience) design, you have to make it easy for your audience to find information or they’ll go elsewhere. Your job as an industrial marketer is to organize information in a way… Read more »
As industrial marketers, we often rely on formal language to communicate with our technical audiences. Years of writing white papers and detailed case studies have taught us to avoid colloquialisms, always write in the third person, and never start a sentence with “but.” But is that how we should always write? We default to formal… Read more »
The recent outcropping of services that analyze the effect of social media sentiment on stock prices is a clear declaration that social media tangibly influences the value of publicly traded companies. It is also a major touchpoint in the ongoing line of inquiry that attempts to ascribe clear ROI metrics and dollar values to social… Read more »
Do you trust me? Better yet, do your customers trust you? Even more importantly do you know the elements important for building customer trust? Trust is an issue approached and researched every year in the Edelman Trust Barometer and it’s one report that never goes unread in this office. To truly understand how to communicate with people and… Read more »
Do you remember the scene in Jerry Maguire when he has his epiphany and wrote his “Mission Statement” for the future of his business and owning his industry’s brand stories? I would hope you do because it pretty much starts the movie and sets the entire story in motion, but just in case you’ve forgotten, here’s… Read more »
Google has a reputation for rolling out far-reaching changes at a moment’s notice. Today, it was announced that Google is merging its Google Places pages with their new Google+ Local initiative. While this move adds benefits and options for consumers and G+ users, it creates a lot of new potential challenges for Google Places Page and Google+ Business Page administrators.
Question: Is it true that everyone is in sales? Answer: Yes, and if they know what’s good for them, they better be! Incentivizing Sales Across Your Entire Organization Relying exclusively on traditional sales processes driven by “salespeople” is inhibiting your company’s growth potential. Your technicians, the subject matter experts in their respective disciplines, are an… Read more »