Industrial Marketing – The Journey
INDUSTRIAL MARKETING:
Why INDUSTRIAL Marketing? What special magic does that work “industrial” contain that sets it apart from all other marketing? Do Industrial companies really need to engage in Industrial Marketing? Why is Industrial Marketing a “thing” now? Is it really necessary to do something different?
“Marketing is ENTHUSIASM transferred to the customer.” Gregory Giotti
Once those questions are answered, we’ll tackle just how Industrial Marketing is done, why must it be done and what result your company will see. If it’s worthwhile to open your doors and turn on the lights, it’s worthwhile to explore Industrial Marketing. A wise person once said that if something is worth doing, it’s worth doing right.
Did You Know?
93% of online experiences begin with a search engine. 81% of people perform some type of online research before making a large purchase. 75% of people never scroll past the first page of search engines (Junto, April 8th, 2019)
Build a Powerful Industrial Opportunity Funnel
Our strategic guide will effectively layout a powerful Industrial Marketing road-map that will expand your market share and create an automated marketing funnel that will work for you 24/7.
Let’s unpack Industrial Marketing with some beginner word analysis, starting with the word Marketing. We’re all familiar with marketing in its many forms: introducing a new product, reminding consumers of its benefits, innovating said product for appeal to new purchasing groups, running conventional-style commercials and ads to keep it in the customer’s face, buying ads in industry publications for visual reminders to readers and, of course, now the many ways to use digital media for product marketing as well. Simply put, marketing is making something known to the masses. Historically and customarily, marketing targets certain groups or demographics:
- Toys to children
- Cosmetics to those who love them
- Tools to DIYers
- Sugary cereals to kiddos
- Exercise gear to gym nuts (like me)
Marketing is macro while sales can be more micro.
So let’s consider the Industrial part. What’s Industrial (Remember, that special, magical word)? EVERYTHING! Whatever is dreamed, created and finally manufactured, whether a direct-to-consumer product or something needed for the manufacturing process, IS INDUSTRIAL! The word may conjure images of smokestacks and steam from the Industrial Revolution, but “industrial” today represents so much more! Because of the digital revolution, industrial includes cyberspace and its supporting industries.
Did You Know?
Infographics are liked and shared on social media 3x more than any other type of content and 84% of people expect brands to create content.
Create an Industrial Content Generation Machine
Content is King! You must be about generating Content. Our approach through Podcasting and experienced Industrial writers, we consistently generate impactful content in a “snap”.
INDUSTRIAL MARKETING is a new concept to many because it’s usually an in-house function that just isn’t given much attention. A Marketing Director is hired. She or He hires a few staff members and off they go to their desks, cubicles and computers. They hold countless meetings to discuss the new idea, how to implement the new idea, who will implement the new idea, the timeline, individual work assignments, etc. That team then reports its progress back to the CEO, CFO, CIO and any other C-O on the reporting list. Everyone then pats themselves on the back for a job well done and it just may be well-deserved. That’s the way it’s always been done.
“PEOPLE DON’T BUY WHAT YOU DO. THEY BUY WHY YOU DO IT.” Simon Sinek
What if Industrial Marketing were handled differently and were brought into the technological realm? (Any Thor fans…the nine realms?) Could Industrial Marketing be transformed into a dynamic and relevant practice? Would the consumer then have the opportunity to understand your WHY rather than just your WHAT?
- CREATE A STRATEGICALLY DYNAMIC WEBSITE: Dynamism doesn’t like cobwebs. No dust-blowing off of the boring/monotone video introductions and colorless bullet-points. Smart, up-to-date Industrial Marketing includes, by definition, a response-driven website, one that listens to customers and adjusts accordingly. Does the website do the listening? Well, of course not, but YOU DO! You, as an Industrial Leader engaging in strategically dynamic Industrial Marketing will pay attention to how your public responds. That’s the strategic part. The dynamic part incorporates CHANGES.
- MAKE FRIENDS WITH DIGITAL TECHNOLOGY. This goes hand-in-hand with #1 above. The Digital world is not your enemy! Get ahead of the learning curve in Industrial Marketing and don’t think that you have to be front and center in all of your website’s incarnations. Highlight OTHER PEOPLE’S ACCOMPLISHMENTS in your sphere of influence. Digital technology is the great equalizer. If you don’t show how YOUR PEOPLE are different, NOBODY will take notice. A small, ineffective company can make itself look big and popular just by using the tools of digital technology.
Did You Know?
Blogs with videos can increase organic search results by up to 157% and a video is shared 1,200% more than both links and text combined.
Industry is Changing Rapidly, Training is Key
Applying marketing strategies based on yesterday's thinking is a recipe for failure. Today, Industry needs a continuous Marketing Training and Education program to defend against Industrial sameness and keep current with Marketing changes.
“LIKE IT OR NOT, YOUR COMPETITOR IS LEARNING INDUSTRIAL MARKETING.” Scott MacKenzie
Industrial Marketing mixed with a strategically dynamic website and digital technology used correctly and well work beautifully together to create exactly what you need, even if you don’t know it:
INDUSTRIAL SALES:
THE INDUSTRIAL SALES FUNNEL: That business sweet spot when you realize customers are coming to you!
Isn’t that what everyone in industry wants? Of course we continually reach out to increase sales and fill that funnel, but isn’t it just AWESOME when the customers SEE AND RESPOND WITH CONTRACTS?
The Industrial Sales Funnel through automation is rarely considered when creating an overall, strategic Industrial Marketing Plan, but it should be first and foremost on our minds. We want business to GROW. Using a dynamic website and all the offerings of digital technology as part of a strategic Industrial Marketing Plan will create and sustain that Industrial Sales Funnel.
INDUSTRIAL BRANDING:
Typical thinking: We design a logo. Put it on caps and T-shirts. Buy advertising in an Industry publication. Hand caps and t-shirts out at Industrial Conferences with pens, notepads and those little squiggly gadgets that open cans. THEN EVERYONE WILL KNOW, LOVE AND TRUST US!
LET THE CUSTOMERS RUSH IN!
OH, if it were that easy. Those practices are not wrong or unworthy of your time, but they are only a well-placed shrub in your Industrial Branding landscape. Any Industrial Marketing service plan worth the Word Document its written in must highlight BRANDING, a comprehensive, digital approach to instant name, service and/or product recognition. It will also EVOKE EMOTION. I’m not going all touch-feely on you. I’m just making sure you’re aware of this new world we live in. Industrial businesses that want to THRIVE can no longer hide behind that little advertising shrub in the Industrial Branding landscape.
Did You Know?
61% of companies name “growing SEO” as their biggest priority in 2018 and organic search drives 51% of content consumption.
Technology, Technolgy, Technology!
Technology is driving a massive change in Industry. Properly leveraging technology is foundational to your Industrial Marketing success. Identifying and aligning the right technology is vital to your Marketing, Sales and Branding Efforts.
“People will forget what you say or did; but they will never forget how you made them feel.” Maya Angelou
I know. I know. The Industrial space is not accustomed to worrying about feelings. It’s a tough transition for me too, but humor me for a minute here. Have you ever seen the recent commercials for the plastics industry? Do they just show shelves with plastic blobs on them and machines cutting those blobs?
NO, THEY DO NOT.
They show what we make from plastics. They show a boy getting a cast on his broken arm after a Little League game. They show a little girl playing with her first doll, made of plastics. They show a hearing aid being turned on and a previously hearing-impaired child can now hear his mom’s voice for the first time in his life. That hearing aid is made of plastic!
Industrial Marketing with an Industrial Branding function can effectively bring feeling into the Industrial Branding space.
“BRANDING IS WHAT PEOPLE SAY WHEN YOU’RE NOT IN THE ROOM.” Jeff Bezos
INDUSTRIAL LEADERSHIP:
INDUSTRIAL LEADERSHIP IS THE NATURAL OUTGROWTH OF ALL OF THE ABOVE
Do you want to lead or fall behind? Leaders take risks and stay ahead of the herd. For far too long, Industrial Marketers have allowed Industrial Leaders to wallow in the warm, shallow waters of “just good enough”. Do you really want to be “just good enough”? What a colossal waste of time!
Industrial Talk has no interest in “just good enough”. Your Industrial Marketing strategy must advance your position in the marketplace, encourage innovation and increase your market share. The key to long-term success and growth in the Industrial Space IS strategic INDUSTRIAL MARKETING.
Did You Know?
75% of consumers expect a consistent experience wherever they engage and 85% of users ignore paid ads and focus on organic search results.
Collecting Market Data and Applying Analytics
Industrial Marketing means collecting the right market data and applying the right analysis to draw tactical solutions for success. Done correctly, companies are able to quickly “pivot” to respond to changes in the Industrial Market.
About the Author:
SCOTT MACKENZIE BELIEVES IN INDUSTRIAL LEADERSHIP!
Scott has the Industrial STREET CRED:
- Construction worker and then Journeyman Lineman/Splicer for a large utility company.
- Bachelor of Science and MBA Degrees
- Utility Corporate Office, Management
- Director for Big 5 companies (worldwide)
- Executive bringing multi-national company onto NASDAQ
Scott’s humble beginnings were necessary to provide his deep-felt conviction that the PEOPLE in industry are the ones who make the world go ‘round. THEY are the unsung day-to-day heroes who make our way of life possible and prosperous.
Scott also knew he needed the classroom education and book knowledge to support his “up from the bootstraps” hard work. He put himself through college, undergrad and graduate school while supporting a family.
Scott has formed lifelong relationships with countless Industrial Leaders. He’s interviewed them, worked with them on projects, mentored them and followed them.
HIS BIGGEST TAKEAWAY:
LIFE IS MEANT TO BE LIVED. IF YOU FIND YOURSELF IN THE INDUSTRIAL SPACE AS I HAVE, THEN LIVE IT THERE. DON’T WASTE TIME. ACT NOW. YOU MAY NOT HAVE TOMORROW TO CHANGE THE WORLD.
Industrial Marketing, Sales and Branding Consultation
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About the author, Scott
I am Scott MacKenzie, husband, father, and passionate industry educator. From humble beginnings as a lathing contractor and certified journeyman/lineman to an Undergraduate and Master’s Degree in Business Administration, I have applied every aspect of my education and training to lead and influence. I believe in serving and adding value wherever I am called.
