Success with Digital Marketing - a Road Map for Manufacturers

ENGINEERING.com & Tiecas Inc. present a special webinar

John HayesCEO, ENGINEERING.com

Achinta MitraPresident, Tiecas, Inc.

Agenda

In this webinar, you will learn:1. What other manufacturing marketers are doing2. Why digital marketing3. A roadmap for going digital4. Why marketing to engineers is a big challenge5. How to make a business case for industrial digital

marketing6. How to win the engineer’s mindshare

Manufacturer’s marketing goals in 2015

Generating Sales Pipeline

Generating Marketing Qualified Leads

Adding prospects to the top of the funnel

Branding / awareness

0% 10% 20% 30% 40%

What are your top marketing goals of 2015?

ManufacturersOther B2B engineering marketers

Manufacturer’s marketing budgets • Manufacturing marketing campaigns are still rooted heavily in

trade shows and print

Engineers and other industrial professionals are moving online

Trade shows

Technical conferences

Print publications

Online resources (e.g., websites, search engines, video, etc.)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

How valuable are the following sources when seek-ing information on the latest engineering techno-

logies, industry trends, and products?

Valuable

Less valuable

I'm not sure

A roadmap to digital marketing

Another way to look at it

Step one – your web site• Descriptive, search engine friendly

• Has the technical details

• Has a way to convert – not just “call us for a quote”

– There is an assumption that when leads come on your site, they are

ready to make a purchase or learn about product details

• Transparent so that engineers can engage

Website

Step two – Conversion content on your site

• Case studies

• Comparisons of your product to competitors

• Specification tools

• Catalog with pricing

Website Conversion content

Step Three – Search marketing

• Keywords, SEO your site

• Google adsense – introduction to lead gen

• Consider directory sites if the price is right

Website Conversion content

Search marketing

Step four – capturing engineers at earlier stages of their decision process • Capturing users who are still in consideration/awareness phase

in their buying journey

– Blog in text or video

– Social media

– White papers and lead gen campaigns

– Emails

– Banners from industry publications

– WebinarsWebsite Conversion

contentSearch

marketingBranding

and awareness

Measuring the ROI of your digital marketing spending

Awareness to visits to conversionsCalculate lifetime value of a customer $20,000Lead to customer ratio 10%Value of a lead $ 2,000Contacts to lead ratio 10%Value of a contact $ 200

Cost to acquire contact throughContent $100Emails $150Social $250

Test and improve

• Test everything, including banner ads, email subject lines, etc.

How to reach me:

John HayesPresident, ENGINEERING.comTwitter: @Jackhayes www.engineering.com Blog: Digital Marketing for Engineers

Summary of My Presentation

Achinta Mitra@Achintamitra

www.tiecas.comBlog: Industrial

Marketing Today

• Marketing to Engineers is a Big Challenge• Making a Business Case for Industrial Digital Marketing• Post and Pray is not an effective digital marketing strategy• Technology Alone Won’t Solve ALL Your Lead Gen Problems• Build Your Industrial Marketing Roadmap First• Winning the Engineer’s Mindshare• Working with Technical SMEs• Discovery Optimization vs. Conversion Optimization

Marketing to Engineersis a Big Challenge

Age Differences Will Influence Your Digital Marketing Strategy

Engineers are Time Challenged.

Trade Shows vs Online Events

Making a Business Case forIndustrial Digital Marketing

It’s Time to Shift Gears

• Mainly invisible customers• Save time and money• Build equity vs. pay rent

• Create strong relationships based on trust

• Control over the sales process has shifted

Today’s industrial buyers are in self-serve and self-select mode. They don’t need or want to talk to your sales people to get product information.

The Invisible Buyer

Digital Marketing Costs Money

Digital Marketing Builds Equity

Industrial Content Marketing Builds Stronger Relationships Based on Trust

The Blended Approach

“Buyer Beware” has been turned on its head to “Seller Beware.”

“Treat your website as if you were hiring a six-figure salesperson.”

Linda Rigano,Director of Strategic Alliances at ThomasNet

Cost per Lead fromContent Marketing

Source: Kapost & Eloqua Research Study

Post and Pray is Not an Effective Digital Marketing Strategy

Strategy Before Content

Technology Alone Won’t Solve ALL Your Lead Gen

Problems

Build Your Industrial Marketing Road Map First

• Strategy• Audience• Content• Website• MQL vs. SQL• Analytics• Integration

Build Your Industrial Marketing Road Map First

• MQL vs. SQL

Build Your Industrial Marketing Road Map First

• Analytics• Integration

Winning the Engineer’s Mindsharewith Industrial Blogging

What’s on the Mind of the Engineer

• Solving problems that haven’t been solved before – this solution orientation pervades everything an engineer thinks or does

• The #1 concern among all engineers regardless of their experience is keeping their skills current and their technology knowledge up

to date• Engineers are eager consumers of information regardless of level

of experience because of this need to stay current• Engineers communicate with and trust other engineers. Marketing

must leverage this collaborative ethos without wasting the engineer’s valuable time with content noise

Success Story of Industrial Blogging

Jim CahillEmerson Process Experts Blog

Connecting with the People behind the Technologies and Expertise

www.emersonprocessxperts.comBlogging since 2006 mainly about

Process AutomationNamed BtoB magazine’s Best

Corporate Blog for 2010.

My Experiences Workingwith Client SMEs

• Identify a core group of SMEs

• Editorial calendar• SME Interviews• Ruthless editor• Become an SEO

expert• Add a touch of

humor

My Experiences Workingwith Client SMEs

• Ruthless editor• Become an SEO expert• Add a touch of humor

Humor in Industrial Content

Discovery Optimization vs.Conversion Optimization

My Contact InfoAchinta Mitra,

Founder/President of Tiecas, Inc.@Achintamitra

https://www.linkedin.com/in/achintamitrawww.tiecas.com

Blog: industrialmarketingtoday.com