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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


Does Your Industrial Company Need a Marketing Agency?

Posted by Jennifer Shore on February 21, 2017

With all of the uncertainties that exist in today's manufacturing climate, there's one thing that's guaranteed: Marketing agencies will cold call and email you to try and sell you their marketing services. And it makes sense — industrial companies are set up for successful marketing programs and typically don't even know it.

After decades of relying on word-of-mouth referrals to bring in new business, you might be hesitant to bring in someone new to your process. But marketing agencies can be very helpful in generating massive amounts of leads and helping your sales team close your dream customers, but if you don't have certain goals or a budget to put behind their services, it might not be worth it in the end.

Any business owner or person in charge of industrial marketing and sales has to do some reflection and planning to see what's right for the company, but we wanted to help get your thoughts rolling. Take a look at the below infographic to get help on answering a very important question.

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Topics: Marketing Manufacturing


How Much of Your Industrial Marketing Budget Should You Allocate to Print Media?

Posted by John Hayes on February 15, 2017

Maybe you’ve been buying print advertisements for years and you are trying to decide how much budget to allocate this year. Or perhaps you have seen your competitors running print advertisements and wonder whether you should try it. Both are common in the industrial marketing space.

In recent research, we found that for 2017, 46% of all engineering marketers plan to dedicate zero budget to print.

In this post, we'll provide some data to help you with your decision on whether to use print advertising. The data comes from:

  • A survey of engineers on where they get work-related information
  • A survey of industrial marketers about their success with print
  • Advertising industry data

We'll also unveil a critical piece of information courtesy of the top performing engineering marketers. 

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Topics: Marketing


7 Books Every Web Designer Should Read

Posted by Julian Gaviria on February 10, 2017

Anyone in the world of web design and development knows it’s a constantly changing field. From coding with mobile in mind to catching an eye with parallax scrolling, there’s always a new feature rolling out to enhance user experience. 

To stay ahead of what’s coming next, designers have to read about their industry voraciously — even when they’re off the clock. So, as a follow up to follow up Dayna's post on books for sales and Lauren's post on books for marketers, we on RPM's design and development team wanted to share what's on our bookshelves and recommend a few of our favorites.

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Top Tools for Sales & Marketing Collaboration

Posted by Andrew Tobia on February 3, 2017

Love versus hate. Good versus evil. Heaven versus hell. Sales versus marketing?

If you’ve ever worked in or with a sales or marketing department, you know that the statement above might not be as ridiculous as it first seems.

It can be easy to get caught up in a constant back and forth of finger pointing: Typically, sales says that marketing doesn’t produce enough leads or, if there are leads coming in, complains that they’re not good quality. Marketing maintains that they produce plenty of high-quality leads and it’s sales that doesn’t know how to close them.

What seems like an insurmountable gap can actually be bridged quite easily, with a little transparency between the teams going a long way toward better understanding — and better transparency can be achieved with as little as a few carefully chosen collaboration tools.

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Topics: Marketing Sales


3 Industrial PPC Trends to Watch in 2017

Posted by Mario DeAlmeida on January 26, 2017

The new year is always a time of both reflection and looking ahead, especially when it comes to search engine optimization and search engine marketing trends. This year, we expect to see the pay-per-click advertising trends established last year continue to grow.

It's no secret that 2016 was for PPC, with Google making a number of changes to AdWords. Notably, PPC ads were permanently moved from the sidebar to the main section of Google’s search engine results pages (SERPs), and the newly launched Expanded Text Ads (ETAs) dramatically increases potential ad real estate.

In the manufacturing and industrial space, where common and important keyword phrases can be competitive, this was a big adjustment for those who weren't prepared.

We don't want you do fall prey to a similar fate this year, too, so let's talk about some PPC shifts can we expect in 2017. We've got our eyes on a few key trends:

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Topics: PPC


5 Steps for Successful Industrial Marketing

Posted by The RPM Team on January 20, 2017

Inbound marketing is the art of driving customers to your business’ products and services through a coordinated strategy of design, content, social media, and SEO tactics. Seems like something that would be more suited toward consumer goods and B2C rather than manufacturing and industrial companies, right? Wrong. 

In fact, most industrial manufacturers are practically already set up for an inbound marketing program — they just don’t know it yet.

Think about all the spec sheets, research, data, and product catalogs you have just lying around on a desk or in a drawer somewhere. These materials can be converted into valuable marketing tools to help drive your business forward — these materials just need to be set up the right way. 

We’re here to lay out some steps to turn the resources you already have into powerful tools for lead generation.

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Topics: Marketing


How to Increase Your SEO Traffic in 30 Days

Posted by Mario DeAlmeida on January 12, 2017

"What’s the quickest way for me to improve my website’s SEO ranking?” 

This is a common question many SEO managers, including myself, get asked, and the honest answer is: "There isn’t one."

There is no magic bullet or quick fix for good SEO. The algorithms that search engines use to rank sites and pages — Google’s are particularly challenging — constantly change. This negates any possible SEO “hacks” you could try.

The true key to good SEO is a long-term strategy that makes use of proven best practices but remains flexible as situations change. It doesn't matter if you're well-seasoned in the search engine marketing field or are just wrapping your head around what's in store, you can start optimizing in just 30 days — it starts like this:

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Topics: SEO


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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