RPM Blog

5 Signs Your Website Is Outdated

Posted by Julian Gaviria on April 28, 2017

It used to be that simply having a website would set you apart from the competition. You could create a handful of pages, add a little background about the company, sprinkle in some images, set it, and forget it. Unfortunately, a website that works for you requires a lot more upkeep than that.

As a key driver of new business, your website is the centerpiece of your digital marketing efforts.

It’s where many people will hear about your company for the first time, where you will build industry credibility and thought leadership, and where you will capture new leads. It’s therefore critical that your pages are optimized for conversions.

Even in the manufacturing industry, where some companies are still playing digital marketing catch up, having a website is not enough; it’s equally important to ensure you’re staying up to date on crucial best practices.

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Topics: Website Updates Design Growth-Driven Design

3 Characteristics Of Effective Content

Posted by Andrew Tobia on April 24, 2017

The phrase “Content is king” has largely been dropped from the corporate lexicon — you hear it much less now than you did a year or even six months ago. Of course, this doesn’t make it any less true; content is still a foundational element of any inbound marketing scheme worth its salt.

If you’re thinking, Andrew, you’re a professional writer, you’re biased, well … you’re right. I am biased. That doesn’t make the phrase any less true, either. If a grocer told you “vegetables are good for you,” you wouldn’t respond that he’s biased and therefore his statement is untrue. Would you?

Luckily in this case, my bias carries with it some benefits.

When you are knee deep in content generation seven days a week, you tend to pick up on some things — things like the fact that not all content is created equal and even the most fool-proof content plans don’t work if the content isn’t spot on. 

Do you want spot on content? Of course you do. Let's take a look at three important characteristics:

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Topics: Content

What To Avoid In Your User Journey: Key Takeaways From ConversionXL Live 2017

Posted by Nina Bayatti on April 17, 2017

ConversionXL Live is an annual conference that provides web designers, developers, and strategists a forum to learn from optimization experts. The event is also a fantastic networking opportunity, as it brings together more than 75,000 practitioners every year.  

This year’s conference agenda was broken into three themes:

  • Day 1: UX & Digital Analytics
  • Day 2: Optimization & Testing
  • Day 3: Growth & Success
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Topics: Marketing Manufacturing Growth-Driven Design

Where Industrial Marketers Are Increasing Spending In 2017

Posted by Shelagh Dolan on April 14, 2017

As marketers, we know that the shift to digital is nothing new.

For years there has been a steady march from print media — brochures, newsletters, and direct mail pieces to online assets like emails, eBooks, and blog posts. According to ENGINEERING.com’s annual survey of engineering marketers’ plans for the 2017, the fruits of our digital content labors have been confirmed.

Though the complete transition to digital still has a ways to go, it’s certainly being reflected in marketing budgets more and more. The survey, comprised of 85 engineering marketers across a range of industries (primarily manufacturing and design software), resoundingly showed that marketing budgets are on the upswing.

Twice as many respondents reported growing budgets than shrinking budgets, with software marketers landing the top spot at 41%.

The vast majority of these budgets? Content. When segmenting marketers out into Top Performers, Industry Average, and Laggards, the survey found that Digital Enthusiasts (those investing more than 70% of their budget into digital marketing efforts) comprised the bulk of Top Performers at 41%. Conversely, Digital Skeptics (those investing less than 30% and far outspending other groups on print and offline activities) were least likely to be Top Performers at 25%. 

So, what exactly is it they’re investing in? Let’s take a look at some of the details of the findings and where this money is going. 

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Topics: Marketing

Choosing a Marketing Automation Platform: 3 Key Differences Between HubSpot & Pardot

Posted by Nina Bayatti on April 4, 2017

Similar to how automation technology has helped to increase efficiency on shop floors, the same can be said within the world of marketing.

Marketing automation technologies help companies generate, educate, and re-engage leads by setting up a system that runs with customized rules, programs, and scoring systems.

As a digital marketing strategist, I’ve had the opportunity to work in a variety of marketing automation platforms, and I’ve seen advantages and disadvantages in each. There are dozens — maybe hundreds — of tools available, but since HubSpot and Pardot are the most prevalant in the manufacturing space, wanted to offer up an analysis to help you decide what's best for your business.

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Topics: Marketing

8 Valuable Resources for Industrial Business Leaders

Posted by Tony Uphoff on March 28, 2017

Every day, we use 2.5 quintillion bytes of data posting on social media, pinging GPS signals, downloading music — essentially, just living in the digital world. Do you know what a quintillion is? It’s one million, raised to the power of five. It’s one thousand, raised to the power of six. It’s a one followed by 18 zeros. It’s a big number. Suffice to say, we’re making heavy use of the digital resources at our disposal.

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Topics: Content

3 Tips to Getting Your Dream Customer's Attention With Content

Posted by Andrew Tobia on March 24, 2017

If there’s one thing better than leads, it's leads from dream customers — those perfectly ideal potential clients with perfectly ideal potential orders. The problem is that dream customers probably seem more like unicorns or Bigfoot to you than actual, achievable contacts.

Your dream customer surely does exist. That said, I can’t offer any one secret trick for finding them, unfortunately. There is no magic bullet for hooking a dream customer, just as there are no magic creatures.

You’re probably asking: How do I find them, then? 

Well, it takes some work and a dedicated, well thought out plan, but it comes down to targeting. If you target your content the right way and to the right audiences — the audiences that your dream customers are in — you can start to pull in those big-ticket leads you want.

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Topics: Content

How Industrial Companies Can Spend Their Marketing Dollars

Posted by Shelagh Dolan on March 17, 2017

Industrial manufacturing has been a driving force behind the U.S. economy for decades, but when it comes to digital B2B marketing, it's typically behind the curve.

The reliance on word-of-mouth recommendations and cold calling is no longer the only option for companies, and marketers have been slowly stepping up their game in the past few years.

With new techniques and platforms emerging every day, it can be hard to keep up with it all — or even know where to begin.

We've recently published an eBook called "10 Ways Manufacturers Can Spend Their Marketing Dollars," but to help get you started, let's dive right in to a few of them:

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Topics: Marketing

Why SEO Is So Important for Manufacturing Companies

Posted by Mario DeAlmeida on March 9, 2017

We talk a lot about SEO. Whether Google is making updates to its search results page and algorithms, we're keeping an eye on new search trends and sharing industrial SEO best practices — there's no shortage of discussion points.

Since we've covered optimization techniques, tips, and trends extensively in the past few months, we thought it would be helpful for you to take a step back and address what makes good SEO so particularly important for manufacturing companies. 

Let's start at the beginning. 

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Topics: SEO

4 Ways Industrial Companies Can Get More Leads

Posted by Shelagh Dolan on March 2, 2017

The beauty of inbound marketing strategy is that it draws customers to you, instead of sending you on a seemingly endless search for them and blowing your entire budget without being able to gauge ROI.

That doesn’t mean we get to sit back and relax in the marketing department, though. It takes a lot of planning, trial, and error. From creating personas and content to promoting through email blasts and social media, you have a lot of opportunity to reach your prospects.

There are a number ways to kick start your strategy and begin harnessing the power of inbound to drive more leads for your business. To begin, let's talk about four tactics you can jump on right now.

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Topics: Marketing

You have a 0.8% chance of getting a $1,000,000 contract from a first-time buyer.

In an effort to bring transparency to what buyers really look at when vetting suppliers, we surveyed 121 industrial buyers. Download the full survey results.

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