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Start Your Marketing Plan with the End Goal in Mind

Mon, Mar 30, 2020 @ 02:27 PM / by Scott Hasson posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, LinkedIn, Marketing Goals, Budget Strategies


Start Your Marketing Plan with the End Goal in Mind


By defining these campaign goals, you will better formulate the message, timeline, budget and results. You will have all of the info ready for your agency to successfully execute your objectives. With your objectives in mind, you can measure the necessary metrics to know if your efforts are working.

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Food Engineering Magazine Field Report Preparation Guide

Tue, Jun 21, 2016 @ 03:46 PM / by Chuck Lohre posted in Technical Editing, Blogging and Blog Content Creation, Technical Writing, Process Equipment Marketing, Industrial Marketing Content, Marketing Content, Content Creation


Content Creation: Food Engineering Technical ArticleHere are some pointers for preparing a Food Engineering Field Report—also known as an application story, success story or an application brief for our Dry Processing Technology section.

A Dry Processing Technology Field Report describes a problem and its solution. It may involve any product used in the food processing industry; for example, feeders, screening equipment, size reduction equipment, mixing/blending, bulk bag filling & discharging, mechanical conveying, pneumatic conveying, dust control, weighing systems, storage systems, micro and macro ingredient handling systems, thermal processing equipment (ovens, dryers) packaging equipment, metal detection/magnetic separation, process control system hardware and software, and so on. If you’re not sure whether your product, application or service applies, please call and we’ll brainstorm it. See sample Dry Processing Technology Field Reports attached.

Absolute requirements for publication

A submittal must contain the following or it will not be used.

  • Body copy of 500 to 700 words
  • At least two end user (food processor) quotes: perhaps one describing the problem and one suggesting that he/she is pleased with the solution, which should be quantifiable. That is, for example, it saved xx amount of time, reduced energy costs by xx percent, or the process improvements increased OEE by xx percent.
  • If you are unable to get end user (food processor) quotes, we may still have interest in the application story. We use this version online and in our bi-monthly eNewsletter. Think of these stories coming from a well know cereal manufacture or leading snack producer perspective. We require the same information, without the processor quotes or references.
  • Name of user company and name and title of person being quoted at the user Company

Quotes from supplier companies will not be used, and will be turned into straight text when appropriate.

  • Photograph of product, service, software at the food processor’s site—not a straight

product shot! Photograph must be print quality; that is high resolution jpg at 300 pixels per inch (ppi). Recommended physical size is at least 5x7 inches. Do not send Web quality. Don’t forget a suggested caption and photo credit. You may send more than one photo. Do not save screen dumps as jpg files! Use a non-destructive format (tif). Call for instructions!

  • Real name of a person, phone number and email at the supplier for more information

(sales contact)—no web addresses or sales@email.com addresses! 

  • Your contact info: Name, phone, email, address.

Please advise as to where this story may have already been published. If it has been used on a

competing publication’s website or in a printed magazine, we won’t be able to use it. If it’s been

published on a supplier’s website, we can use it as long as it’s not more than a year old. Obviously, if exclusive rights to use the story have already been given to someone else, please don’t send it to us. Please make sure of this first. Also, be sure you have cleared the story with the processor.

Please note: These stories are used on a FIFO basis (first in, first out). Publishing dates cannot be guaranteed, but complete submissions, of course, will be published before incomplete submissions.

Contact Debra Schug for more information: Debra Schug, Features Editor, Food Engineering,

schugd@bnpmedia.com, 847-405-4068.

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12 Changes That Will Impact Your SEO Strategy (Or not.)

Mon, May 25, 2015 @ 12:12 PM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Industrial Search Engine Optimization - SEO, Industrial Marketing Content, Marketing Content, Internet Design and Development, Social Media Marketing and Advertising, Internet Development, Content Creation, Internet Advertising, SEO Strategy


May 25, 2015 // 7:00 AM, From a Hubspot Post with commentary by Chuck Lohre for the industrial search.

Written by Young Entrepreneur Council (YEC) | @


SEO is a moving target that can really affect your business. This means that as a startup founder, you need to be prepared to make your strategy work no matter what Google enforces.

(Industrial search doesn't move that much. Sites we have done for hugh water pumps ten years ago are working perfectly well today. There product hasn't changed in 50 years. Why should their site? They just keep getting orders from around the world because we wrote the site for people looking for that very unique pump. If we had anything new to say we would, but we don't)

We asked 12 entrepreneurs what trends they have noticed in the past year and how they have prepared their business. Here's what they have noticed:

1) Increasing Attention to the User

In the past, SEO was all about manipulating data and keywords to gain search engine rankings. However with the leak of Google's Quality Rating Guide back in August, it has become crystal clear that modern SEO is all about adding quality rather than quantity. We shifted our entire content marketing strategy to be about the user, creating engaging content that compels our audience to take action.

– Phil LaboonEyeflow Internet Marketing

(Still, you have to use the words that your visitor is searching for. Search engines can't guess what you are thinking.)

2) Optimizing for Mobile Traffic

Google recently started including a 'mobile-friendly' notion next to website for mobile search results. Making sure you have this next your site increases the CTR for your website and the over amount of traffic. I suggest you test your site with this Google tool.

– Yossi FishlerAndy OS, inc.

(It's all the rage but the jury is still out on this when it comes to multi-million dollar machine tools. A very large percentage of those searches are on a desktop and not a tablet or cell phone.)

3) Emphasizing the Importance of Social

Whether it's social sharing from your site or traffic coming from social media, the importance of social engagements is really affecting SEO. It's part of SEO's way of measuring interactions with your pages and content, which are proving to be more and more important. If no one is interacting, it reflects poorly on your page quality and hurts your chances of ranking.

– Brooke BergmanAllied Business Network Inc.

(The largest social feedback we get is when we misspell a word! Of course we were explaining the energy involved in a process and the preventive maintenance procedures.)

4) Identifying Negative SEO

With penalty algorithms, negative SEO can now impact businesses that are not carefully watching their backlinks and other metrics. There have even been studies of sites hit by negative SEOs that sent bogus traffic and negatively impacted bounce rate and CTR from Google SERPs. Watch your link profile, analytics, and be on the lookout for misuse.

– Marcela DeVivo, Gryffin Media

(The only backlinks we have are from industry directories we like and our customers use.)

5) Focusing on Storytelling

Keyword stuffing is a thing of the past. Now, artful storytelling is the only way publishers will get visibility in the SERPs. Our business focuses on helping brands create compelling content with YouTube creators, so updates to the Google algorithm have been immensely helpful in improving our value proposition to clients and the long-term value brands get from their Grapevine campaigns.

– Danny WongGrapevine

(Keyword stuffing doesn't mean not using you keyword in the URL, title, headline and body. That's just common courtesy to the visitor. And to the search engines.)

6) Introducing More Penalties

Our daily tests from 5,000+ sites prove that you will get penalized for both on-site and off-site issues that you may not be aware of. Look closely at the quality of pages you're indexing in Google, eradicate duplicate content, improve your user experience, and ensure you're monitoring your incoming links, disavowing those that are working against your assets. It matters more now than ever before.

– Alex Miller, PosiRank LLC

(We're not sure if this is duplicate content. But it would be if this was a much more popular blog.)

7) Looking for a Google+ Page

If you are a local business, having a website isn't enough to rank well in Google's local search listings. If you want to rank well you need to unlock, verify, and optimize a Google+ Business Page (referred to more recently as a Google My Business Page). If you want to maximize your search traffic from Google, treat your Google Business Page as you would your website, and optimize accordingly.

– Kristopher JonesLSEO.com

(It's fun to update your Google + page. Not sure if it effects much yet.)

8) Aggressively Targeting Blog Networks

At the beginning of 2014, Matt Cutts, head of webspam at Google, announced that the idea of "guest post networks," which had been effective in the past, were on their way out. In the middle of 2014, Google took action against several large networks, including MyBlogGuest, and penalized many high-ranking sites that had participated in linking schemes. Guest bloggers need to rethink their strategy.

– Sathvik TantryFormSwift

(This is the practice of making a post to your blog with a URL to the site they are promoting. They are done by robots and sounc goofy.)

9) Optimizing for User Experience

Where do take your SEO strategy when you've got links, titles, and content covered? Recently we've revamped our site to offer a better user experience. Within three months of rolling out the changes, time on site is up 30% and our bounce rate is down 9%, all while our search traffic is up almost 110%. Google is looking for quality indicators. Make sure your user experience isn't sending the wrong ones.

– Nick ReeseBroadbandNow

(What is a better user experience? Making it easy to find what they are looking for with out looking too busy.)

10) Becoming More Predictable

SEO is now easier than it has ever been thanks to big data. The key to successful SEO is having a strategy in place that records your previous efforts, compares those efforts to your current results, and then predicts which activities will provide the most value in the future. SEO was an art before big data. Now it is a science.

– Roger BryanEnfusen Digital Marketing

(Determine the keywords that are important to your business. Write your content to educate the visitor about those topics. If you don't rank, buy AdWords, but never stop trying to rank free naturally. We have retired AdWord programs after the client's site was ranking naturally for all the important phrases.)

11) Using Location as a Source

Since we are a global identity verification company, it's important to understand how changes in Pigeon's algorithm would affect the visibility of our website in local listings.

– Stephen UffordTrulioo

(Even un-local purchasing is effected by location. Local offices and sales reps are the cause.)

12) Optimizing for Entity Search

We're always looking for opportunities to increase our footprint in Google's search results. With more search queries 'answered' directly in Google's search results, we only need to spend a few hours of development to be eligible for inclusion. As semantic markup expands to identify more entities, our business will be relevant for more complex and user-specific queries.

– Andrew SaladinoKitchen Cabinet Kings

(What he means is, if the visitor can get their answer by never clicking on your link, Google has succeeded. But a tree does make a sound even is no one is there to hear it.)

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LinkedIn Industrial Marketing Ideas

Fri, Apr 04, 2014 @ 09:36 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, LinkedIn


7 essential LinkedIn stats: When to post, what to post and how to improve

LinkedIn Corp. To File For IPO

This post originally appeared on the Buffer blog.

(Thanks to the TNW blog for bringing this great article to our attention. LinkedIn is where our industrial clients hang out and use it to find ou about potential clients, employees or employers. The digital version of six phone calls should be able to let you learn anything.)

A quick glance at a chart of the Internet’s fastest-growing social networks reveals what you likely already knew (Instagram is growing like mad) and what might be a surprise: LinkedIn is the third-fastest-growing social network.

We at the Buffer blog can vouch for LinkedIn’s growth as our blog has experienced a swell in LinkedIn referral traffic over the past year, up 4,000 percent from last year at this time. Part of that has to do with our emphasis on updates and sharing at LinkedIn, another part has to do with the popularity of LinkedIn contributing a larger audience and more eyes to our content.

Together, these factors have made LinkedIn a great source of visitors for our blog, and I’d imagine you might see a similar impact on your own site.

So the question becomes: How best to take advantage of this expanding interest in LinkedIn? Though the network isn’t analyzed in quite the same detail as Facebook and Twitter, there still exist several stats and tidbits that can help you improve your LinkedIn marketing and engage with your followers.

1. LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook

Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source.

Econsultancy reported this gap based on a two-year research study involving 2 million monthly visits to 60 corporate websites. LinkedIn’s referrals, which accounted for nearly two-thirds of all social referrals to corporate homepages, nearly quadrupled the second-place Facebook.

  • LinkedIn: 64% of social referrals to corporate homepage
  • Facebook: 17%
  • Twitter: 14%

linkedin chart blog full 520x257 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

All sorts of different leads can come from social networks, so data like this is hugely helpful in understanding where these leads are headed. LinkedIn traffic is more likely to head straight for your homepage rather than a satellite page like a blog post or a resource page.

With this in mind, you can optimize your profile with consistent messaging that makes sense for a user who clicks from LinkedIn to your corporate homepage.

For example, see below for how Adobe carries its messaging for its Creative Cloud from its LinkedIn profile (pictured first) to its homepage.

Screen shot 2014 03 23 at 12.50.09 PM 520x329 7 essential LinkedIn stats: When to post, what to post and how to improve

Screen shot 2014 03 23 at 12.49.58 PM 520x368 7 essential LinkedIn stats: When to post, what to post and how to improve

2. The most in-demand content is industry insights

According to numbers from LinkedIn , 6 out of every 10 LinkedIn users are interested in industry insights—the most-demanded type of content among LinkedIn members.

Insights, in general, are quite popular among users. Second to industry insight, company news appeals to 53 percent of LinkedIn members. (New products and services are the third most popular content, with 43 percent interested in this kind of update.)

Screen shot 2014 03 23 at 1.20.56 PM 520x381 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Share your expertise. Be helpful and transparent when you share on LinkedIn, and you will appeal to the majority of your audience.

Industry and company insights should compose a fair majority of your posted content, and the overall content plan should feel relevant and actionable to your followers. As LinkedIn advises:

Your followers are active on LinkedIn because they want to be more productive and successful professionals. Informative, useful updates receive the highest engagement rates because that’s the information members expect from companies they follow on LinkedIn.

3. Avoid evenings, late afternoons, and weekends

If you want to reach the largest number of users with your content, it makes sense to publish when people are around. LinkedIn has found their busiest times to be morning and midday, Monday through Friday.

Business hours, in general, have the largest maximum reach, so you don’t have to be too particular about specific times. Test what performs best for you.

Screen shot 2014 03 23 at 1.32.21 PM 520x361 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Be sure your posting schedule matches up with the rhythms of the LinkedIn audience. If you happen to curate your content in the evenings, you can use Buffer to schedule your posts to go live the following day at the time you choose.

4. Post at least 20 times per month

Once you know when to post, the other big question of social sharing is how often to post.LinkedIn has found that 20 posts per month can help you reach 60 percent of your unique audience.

More posts will naturally lead to a larger percentage of reach, but there will come a point of diminishing returns. A certain percentage of your audience will always be impossible to reach—because they never log on—so you’re really looking to hit those who log on and scroll their top updates. Twenty updates a month will get you in front of 60 percent of your audience, and there’s no guarantee beyond that.

Of course, there are those who have the time, resources, and content to post more than 20 times.LinkedIn’s best-in-class marketers post 3-4 updates per day, which could mean up to 80 posts per month.

Ultimately, the best guideline for posting is going to be this:

Post as many status updates as your content supports.

What this means:

Start with 20 quality posts per month and scale up if you see that a fuller schedule comes with more benefits. As it turns out, 20 posts per month fits well with the suggested times of day to post. If you post once a day for four weeks and skip the weekends, you’ll hit 20 posts on the dot.

5. A single status update reaches 20 percent of your followers

If you want to know who might see what you post, know this: You typically reach 20 percent of your followers with a single post.

Screen shot 2014 03 23 at 1.43.50 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Does 20 percent sound like a lot to you? I guess it depends on the size of your follower list as to how big an impact a 20 percent reach will get. Regardless, you’ll likely want to make a bigger imprint than 1/5, which is why a regular posting schedule can be so valuable.

You will reach more of your audience and extend your reach as you post more often.

6. Help your employees help you (they’re the most engaged)

Engagement on your profile can be a big help to those who happen to stop by, and it turns out that your own employees could be the greatest asset to building this engagement.

Employees are 70 percent more likely to click, share, and comment on an update than a typical LinkedIn user.

What this means:

Employers can take advantage of this by making it easy for employees to engage with the content. Send notifications and links every time you post or when particularly important updates go live. Asking for engagement is sometimes all it takes to get your colleagues involved.

7. Learn and optimize from your engagement percentage

All the stats I’ve listed so far give great advice in general terms for how to market effectively on LinkedIn.

Now for some personal advice: Study the engagement percentage in your LinkedIn Analytics, a feature that all company page admins can access. Logged-in admins can find the analytics by clicking the dropdown menu from the blue Edit button in the top right of your company profile.

Screen shot 2014 03 23 at 1.51.05 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

From the main insights page, you can view general information about the visits to your profile, including helpful demographic info that can show you the locations of visitors (helpful for determining which time zones to sync with your updates during business hours), seniority, industry, and even how many visits came from your own employees.

To dig deeper, click on the analytics link at the top of the page, and you can view the complete stats for the updates you share.

Engagement percentage measures the total number of interactions, clicks, and followers acquired for each update you post to your account. In other words, engagement percentage can tell you how many people, of those who saw your update, truly engaged with it.

Screen shot 2014 03 23 at 1.53.04 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Engagement will show you where to improve, grow, and change the way you update to your LinkedIn profile. During your review, note the category of content you posted, who was targeted, and the day of the week and time of day that you posted. This can be helpful for sending an even more optimized post the next time you update.

How might these stats impact the way you use LinkedIn? Which of the above stats have you seen to be true from your experience? I’d love to hear what you’ve observed with LinkedIn; please feel free to share in the comments.

1-28-20 We received an email about this post

"Hey’up there Chuck

Marvellous website :)

I saw you mentioned Buffer’s website on your page:


That’s a fantabulous resource. In fact, it inspired us to create our own tutorial here:


Would you consider sharing it as an additional link to compliment your page?

Because I always like to 'Tweet others the way you want to be tweeted'.

So if you do link to it, not only would you make me jump for joy - but I’d also happily promote any of your blogs on social media to say thanks.

And hopefully that’d help you land some more traffic.

Hasta luego,


Thanks Aeriel, we thought your post was well done. Happy to support it.

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Twelve tips for blogging great industrial marketing ideas

Wed, Apr 02, 2014 @ 04:45 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, Internet Marketing, Business to Business Marketing, Internet Advertising


12 Inspirational Writing Tips From History's Greatest Authors [SlideShare]
By Matt Burke, Apr 2, 2014 4:00:00 PM
This post originally appeared on theInsiders section of Inbound Hub. To read more content like this, subscribe to Insiders.

We’ve all been there -- staring back and forth between an empty, glowing white screen and the clock as your deadline for industrial marketing ideas crawls ever closer. Would it help to know you’re not alone? Probably not. (They might not be gear heads like us but I'll bet Hemminway, Twain or Jefferson could write industrial copy better than us any day.)

1) William Allen White - Journalist/News Editor

“Substitute damn every time you’re inclined to write very; your editor will delete it and the writing will be just as it should be.”

Though often mistakenly referenced as a quote by Mark Twain, White knows that adverbs can be dangerous if used overbearingly (see what I did there?). Very and similar words can bog a sentence down, and are often used where they shouldn’t be.

Most experienced writers do their best to avoid them. Was that memo you just read veryimportant, or important -- either way, the message remains the same. As Stephen King has said, “the road to hell is paved with adverbs,” and most of us would be hard-pressed to disagree.

2) Ernest Hemingway - Author, Nobel Prize Winner

“The first draft of everything is shit.”

Nothing is perfect, and with writing it’s no different. Things rarely work out the way you want on the first go, whether it’s writing, art, music -- anything. It takes practice, and constant checks and balances to produce a well-rounded piece, as first drafts are meant to be experimented with.

If you’re sticking with the first draft, you’re effectively saying Eh, good enough, so remember to be honest with yourself. In the end, you know your audience will voice their opinions, so make it harder for them to voice the negative ones.

3) Stephen King - Author The Shining,The Dark Tower Series

“If you don’t have time to read, you don’t have the time -- or the tools -- to write. Simple as that.”

Reading and writing go hand in hand (I’m on fire right now). They belong together, and if you don’t actively read, you’re actively limiting your vocabulary and breadth of experience. As human beings, we never stop growing or learning, so if you’re a writer who doesn’t read … well that’s like being a cook who can’t taste. Do yourself a favor and pick up a book and read to learn new diction, or better yet, a new perspective on something. You can only experience so much in your life, but reading opens you to countless settings, experiences, and points of view.

4) Maya Angelou - Author, Poet

“What I try to do is write. I may write for two weeks ‘the cat sat on the mat, that is that, not a rat.’ And it might be just the most boring and awful stuff. But I try. When I’m writing, I write. And then it’s as if the muse is convinced that I’m serious and says, ‘Okay. Okay. I’ll come.’”

Some of the greatest ideas come from accidents. I’m astonished by how many times I’ve accidentally hit gold as a result of throwing my thoughts on a blank piece of paper and free-writing to empty my mind. The trick is to spend 15-30 minutes a day just writing. It doesn’t matter who, what, when, where, or why -- as Angelou says, just write. You’ll be surprised what you can get out of yourself.

Worst-case scenario? You become a better writer.

5) Harper Lee - Author To Kill A Mockingbird

“I would advise anyone who aspires to a writing career that before developing his talent he would be wise to develop a thick hide.”

This one’s pretty self-explanatory. Any writer knows that thick skin comes with the territory, but not only with your audience. When you’re collaborating with coworkers or clients on a piece of writing, it’s best to take the ‘no pride of ownership’ route. The goal, after all, is to produce the best writing possible and being able to handle a healthy dose of criticism -- or welcome it for that matter -- is imperative. Not being able to handle this has ruined many would-be writers' careers before they got a chance to show what they’re made of.

6) J.K. Rowling - Author Harry PotterSeries

“Sometimes the ideas just come to me. Other times I have to sweat and almost bleed to make ideas come. It’s a mysterious process, but I hope I never find out exactly how it works.”

Good writing can’t always be forced. It’s like trying to remember something that you can’t -- the more you try, the harder it is, and taking a break can give your mind the refresh it needs to get back on track. Like I said earlier, sometimes you accidentally happen down a path that you would never be at if you had tried to force it. Writer’s block happens to everyone, from sixth graders to best sellers, so stick with it.

7) Mark Twain - Author The Adventures of Tom Sawyer

“The difference between the almost right word and the right word is really a large matter -- ’tis the difference between the lightning bug and the lightning.”

Sometimes there’s only one way of saying something, and when you can find the perfectway of articulating it, the impact on the reader will be that much more powerful. As any writer can attest, finding the perfect way of illustrating a picture with words can take hours -- even days or months. It may seem insignificant at the time but you only get one chance before your work is published, so make sure it’s the way you want it then, not later.

8) Thomas Jefferson - AuthorDeclaration of Independence, President

“The most valuable of all talents is that of never using two words when one will do.”

This one hits home, doesn’t it? It’s also pretty self-explanatory. Over-explaining is exhausting for everyone, so if you’re able to narrow your difficult thoughts or sentences into a concise one-liner, why take time to fluff it up? Cut the fluff.

9) George R.R. Martin - Author A Song of Ice and Fire (Game of Thrones)

“Writing is like sausage making in my view. You’ll all be happier in the end if you just eat the final product without knowing what’s gone into it.”

George R.R. Martin wrote this on his blog, letting his readers know he’s not one of those writers who has to tell everyone what he’s been writing, and how much he completes each day. It doesn’t matter how you get to the end, all that matters is who’s reading it and if they’re enjoying it.

This is important, because too many writers today worry about the process, but sometimes, there isn’t a strict process to adhere to. The more you write, the more you’ll find you have to say. It doesn’t matter how many times you’ve changed a line, or word -- the only one your audience will remember is the one you chose to use last.

10) F. Scott Fitzgerald - Author The Great Gatsby

“Writers aren’t people exactly. Or, if they’re any good, they’re a whole lot of people trying so hard to be one person.”

Writers need to be everyone. That’s the task they embody -- the best writers know how to get inside the heads of their audience, and the voice they’re trying to portray. They’re able to cut away from the norm or common denominator to give their topic a well-rounded appeal. F. Scott Fitzgerald was able to do just that by getting in the head of Gatsby narrator Nick Caraway, without which, the novel would never work. Goes to show you that the little things matter, and connecting to your audience is paramount.

11) Neil Gaiman - Author The Graveyard Book, Coraline

“The main rule of writing is that if you do it with enough assurance and confidence, you’re allowed to do whatever you like. So write your story as it needs to be written. Write it honestly, and tell it as best you can. I’m not sure there are any other rules. Not ones that matter.”

Writing is tricky. On the one hand, like Gaiman says, there are no rules. You can write anyway you want to. On the other hand, there are a lot of rules, so it generally helps to play it straight down the middle.

The key word here is honestly. Writing honestly is one of the most powerful ways of affecting your audience, instilling trust in your words and more importantly, your ideas. All writers run into difficult comments or criticisms, but if you can look in the mirror after it all and be proud that you tackled the subject in an honest, confident way, you’ve done your job.

12) William Faulkner - Author As I Lay Dying

“Don’t be a writer; be writing.”

This is one of the shortest, most powerful quotes there is on writing from the late, great, William Faulkner. Too often, writers focus on the person behind the story, but great writing doesn’t translate into how many published works you’ve created. As a writer, you need to be writing constantly in order to hone your craft.

The simpler explanation: If you aren’t writing, you’re not a writer. It’s not about your title, but your actions.

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Dear Sir/Madam, "Revolutionary Industrial Marketing Idea."

Tue, Mar 25, 2014 @ 09:19 AM / by Chuck Lohre posted in Industrial Marketing Ideas, Marketing, SEO - search engine optimization, Blogging and Blog Content Creation


Dear Sir/Madam

Hope you are doing well,

(We get these all the time but this one seems to be catching on to the inbound trend. We'll insert our comments where appropriate.)

Thank you in advance for taking the time out of your busy day to read and consider this. SEO is dead as we know it. The old math of increased back links and stuffing keywords is now a target for Google to identify your site and bury it in the search results. (We never did that.)

SEO is no longer a math problem, it's a human one. Social indicators are becoming key to Ranking and link algorithms are being retired. It's time for you to see the truth about SEO and adjust accordingly. (Still, if you want to be found for a certain keyword, you do have to use it on your page.)

So, here we got a customized Internet Marketing Proposal for you. Here below is the content marketing activities "Monthly Task and responsibilities"

1. Press Release Submissions (Your kiddding me? Give me 200 words on, "particle size reduction.")

2. Press releases, 400+ words written (See above but try, "feinblanking trends.")

3. Unique Articles will be written (Once every ten years we get to introduce a new product, "Is that unique enough for you?")

4. Web 2.0 Properties will be made (Guess it means a Facebook page.)

5. Unique "how to Articles" will be written ("How to get a building certified LEED Platinum," in 600 words.)

6. YouTube channel will be created (Is a free iPhone included?)

7. YouTube videos will be created by Animoto.com (paid) (If you don't know the subject, you can't communicate it.)

8. Will likes, shares, tweets, reedits, and 1+ in order to get natural back links. (Be sure to include Car Tranmission Institute, North American Die Casting Assoc. and Society of Mining Engineers.)

9. Anchor text diversity (will not use exact keywords for back links). (This is a new one on us.)

10. Will get Natural back links by link worthy articles (We do this by republishing educational industry news from our associations.)

11. Will draft & submit 5 articles to Ezinearticles.com (We'd like to but our articles pretty much need to be on the level of a Master's thesis.)

12. Will create Google+ page for your business (I wish Google+ would let Hubspot distribute our posts. We have to do it manually.)

13. Will distribute 15 posts daily via Google+ Page (Oh, my god!)

14. Will participate in Forum (Try creating a LinkedIn Group on "biodegradable hydraulic fluids") and see how far you get.)

15. Will create blog for your website (That's easy enough to do, if you don't include any posts.)

16. Will make 1 post daily on your blog (?)

17. Will bookmark real content to leading 150 Social Book marking sites as dig, delicious (Read Reddits science submission requirements, they need to be peer reviewed.)

18. Will submit your website to 10 leading Web directories as Dmoz.org On-Page work activities "Follow only first month". (There is no such thing as directories.)

19. Meta tags/Title tag changes (Fine.)

20. Keyword research/Analysis (Fine.)

21. Competitor Analysis (Fine.)

22. Analysis by our Paid SEOMoz Program (The blind leading the blind.)

23. Heading tag changes (Fine.)

24. Alt tag changes (Fine.)

25. Interlinking wherever required. (?)

26. Keyword density in site content. (Fine.)

27. HTML Site Map (Fine.)

28. XML site map and Submission in webmaster tool (You can't submit anything to anywhere.)

29. Ror.XML File creation (Fine.)

30. Robots.Txt File creation Extra work activities (Fine.)

31. Google Webmaster tool (Fine.)

32. Google Analytics (Fine.)

33. Html to text ratio optimization (Fine.)

34. Keyword Prominence (Fine.)

Sounds interesting? Feel free to email us or alternatively you can provide me with your phone number and the best time to call you.

Many Thanks

Best Regards,

Monika Singh

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Why isn't education a good industrial marketing idea?

Thu, Mar 20, 2014 @ 10:37 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Industrial Advertising, Blogging and Blog Content Creation, Internet Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising


The Data You Need to Make a Compelling Case for Inbound Marketing

by Erik Devaney


March 20, 2014 at 8:00 AM, website.

(Thanks Eric for this informative post. We're eating our own dogfood, trying to answer the questions: Why?, What?, How? and Who? of industrial marketing education. From our experience only a fraction of companies really have education at the core of their marketing strategy, but that's all there ever was except for the low cost leader.)

100-stats-charts-graphsWhether you’re trying to convince your company that adopting inbound marketing is beneficial for business, or you’re hoping to get budget so you can start using a new inbound marketing platform, getting executive buy-in can be a challenge. In a world where people fear change and constantly try to minimize risk, bold, innovative solutions are often met with skepticism, if not disdain. 

Fortunately, there is a magic bullet in this case: Data. While it’s easy to argue with mission statements and philosophies, it’s considerably harder to refute cold hard data.

That’s why we've put together this new presentation: 100 Stats, Charts, and Graphs to Get Inbound Marketing Buy-In. We encourage you to flip through the presentation and copy/paste stats, charts, graphs, and entire slides into your own presentations for convincing your company that inbound is worth the investment. Virtually all of the slides are customizable, so you can update colors and fonts to match your personal (or brand’s) style.

Below are some examples of how you can use these stats, charts, and graphs to answer the tough questions.

Is Inbound Really Worth the Effort?

Like anything worth doing, inbound marketing takes effort. But is all that effort actually worth it?

In a word, yes. The graph below shows that while inbound marketing channels (specifically social, email, blogging, and SEO) do require higher time commitments than outbound channels, inbound channels are more likely to generate leads at a below-average cost.


To put a firm number on just how inexpensive inbound leads are, we can turn to our friends at Search Engine Journal, who report that inbound leads cost 61% less than outbound leads.


Are Other Companies Even Doing Inbound Marketing?

Absolutely! In fact, nearly 60% of marketers report that they have adopted inbound strategies.


What's more, nearly half of CEOs report that their companies have completely integrated inbound strategies with their marketing strategies at large.


What About This 'Blogging' Business? Does It Really Work?

Again, let's let the numbers do the talking. For starters, companies that blog generate 126% more leads than those that don't.


Furthermore, 43% of marketers report that they have generated customers from their blog.


But here's where things get really interesting: of marketers who blog on a daily basis, 82% report that they've generated customers from their blog. 82%!


Isn't SEO Dead? Why Should We Dedicate Resources to It?

SEO is certainly changing, but it's by no means "dead." In fact, when it comes to comparing conversion rates of specific channels to the amount of effort they require, SEO is leading the pack.


And according to Search Engine Journal, SEO leads have a considerably higher close rate than outbound leads.


Tell Me More About This "Marketing Automation" I Hear So Much About

When used correctly, marketing automation software can give your business a serious boost. According to Gartner research, companies that use automation experience a 10%+ increase in revenue within six to nine months. (Not too shabby.)


If you're wondering where you can find the absolute best marketing automation software available, we've got you covered. In a recent report from VentureBeat, HubSpot was named the "best all-around marketing automation system." Here's a breakdown of how all the companies in the report fared when it came to content optimization and content targeting.


That was just a taste of some of the data you'll encounter in 100 Stats, Charts, and Graphs to Get Inbound Marketing Buy-InDownload the full presentation to get access to all of the slides!


Written by Erik Devaney

As a content strategist at HubSpot, Erik spends his days planning, writing, & designing resources for the modern marketer.

| Website

If you liked this post, you would like, "Review: "Designing B2B Brands" for industrial marketing communications."

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It's 9:23 p.m. and we haven't written our industrial marketing idea blog

Wed, Feb 05, 2014 @ 09:41 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, Business to Business Marketing, B2B Marketing, Marketing Content, Content Creation


We got off to a great start this year by blogging every working day on industrial marketing ideas. We wouldn't want to break our record, so I'm just going to tell it like it is.

A few reasons we are doing this:

    1. We love to teach. It has given us great pleasure to teach marketing to our employees, and they have taught us as much as we have.
    2. We enjoy complex industrial marketing communication problems. Although most communication problems aren't that complex they are getting there because the web has created a four dimensional system that challenges our brains.
    3. It's fun to get people to stop and look. And do something. Search on, "blind man video geIndustrial Marketing Ideas by Purplefeatherts sign makeover" and you'll find on the first page ""What did you do to my sign?" - The Power Of Words, Motivation." A blind man has a sign that says, "I'm blind. Please help." A woman stops, turns his sign over and writes, "It's a beautiful day and I can't see it." The man gets ten times the donations. We haven't tried it, but that's the idea. It's a part of the "Change Your Words and Change Your World" campaign by Purplefeather online content specialists.
    4. Industrial Marketing Ideas Knoll ChairWe like to change the world by example. Besides helping our clients and many non-profits get the word out we also believe in sustainability and spent more time than money achieving LEED Platinum on our offices. A recent fun fact is that we scored four fantastic Knoll ergonomic chairs at the University of Cincinnati salvage sale. We've been dying to get our hands on a set of these hard to find posture improvers to put into place the Ergonomic Seating Innovation in Design U.S. Green Building Council's Leadership in Energy and Environmental Design (LEED) credit point. It will include keyboard mounts and or foot rests along with training by a Certified Professional Ergonomist on how to sit and work properly.
    5. We love to write. The promotional bang for the buck with writing is much higher than graphics. We love to take photos, paint and work on the computer, but until Google indexes eyeballs we're going to have to learn to use the pen.
    6. And last, we like to get up and do it every day. See you again tomorrow. Thanks for reading this far. Oh, and, by the way, check out Grammarly, it helps a lot. 10:16 p.m.

If you liked this post, you would like our second most popular post, "How to Write a Telemarketing Script for Marketing Communications."

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Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

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Hubspot’s 30-day Blogging Challenge - Two industrial marketing results we earned and learned

Fri, Jan 31, 2014 @ 11:55 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Industrial Advertising, Blogging and Blog Content Creation, Business to Business Marketing, Marketing Content, Business to Business Advertising, Content Creation


  1. It grew our traffic 30%
  2. Post relevant posts

Industrial Marketing SuccessYes, we have grown from 1000 visitors a month to almost 1500 per month. We met our goal. We chose that because Hubspot's average of industry traffic indicates that 1500 visitors per month should deliver one new customer. Perhaps we will need to continue for two months with no new customers and get two on the third month, but that metric is extremely important to know. More and better content on your website will deliver customers. And you must find out what that content amount will be. Top of the list? It must be thoughtful, relevant content that educates your visitors and encourages them to take action -- namely to develop interest in your product and contact you. You can easily drive that increase in traffic with Google adwords, but if your content isn't educational and nurturing, it won't deliver the desired results.

We have quite a bit of work to do on our site to increase the unique Calls To Action > Landing Pages. Currently we have a Creative, Sales Lead Generation, and a Website Content eBook. We need to have a Visitor Increase Guide and an Email Guide. Both of those can bookend the Sales Lead Generation Guide. Our Creative Guide needs to be rewritten and then it can be an email to those that downloaded it. The same with the Sales Lead Generation and Web Site Content Guides.

Another part of our business is Green Building Consulting and we need Guides on building a Green Home or Office. We get a steady stream of persons wanting to participate in our Green Associate internships, so that's working without an email campaign. Not so lucky with our Green Marketing services. We'd love a major building product company with continually changing product lines. That's the bread and butter for marketing communications firms.

Our posts are now always relevant to either the jobs at hand in the office or in response to a peer's blog. (At least then you know you can count on at least one reader!) Our most successful post centered on six of our fellow bloggers. We reached out and promoted them and their interests. Wildly successful. It seems like the internet is mostly marketers. Duh! At least when we get big and strong we'll have some resources to call on. As active as we have become on the blogosphere, it's not something you can teach effectively. Either you like to write or you don't. Luckily we "see" a ton of stuff to write about.

Industrial marketing IdeasWe've added Wistia to the three videos on our site and the results are, in a word, pitiful. But it's better to know one thing versus knowing that you know nothing. We'll still keep the "Make Love Not Spam" Hubspot video on our home page for now. The other two are very complicated educational videos related to Green Building, and that's both a blessing and a curse. We have to think about how to lighten it up. How to make some shorter more entertaining videos.

Industrial Marketing Ideas TodayIn the end, we have great clients that have entrusted us with their websites, media placements, public relations, photography and literature production. They look to us to establish and maintain a level of communication needed to be successful with the internet, which they recognize will make or break their companies. Once we show success, they'll see. The publications we work with are incredibly savvy about internet marketing and manage databases with tens of thousands of professional engineers and industrial managers. Those managers depend on the publications e-newsletters to get their everyday news -- that's today's internet reality. It's not much different than what Hubspot teaches every marketer: create great content that attracts subscribers and push it out. We're doing our best to "Build it."  You can bet were sticking  until (as they say in the movies) "They will come." Thanks to Frankly My Dear Mojo for the photo.

If you liked this post, you may also like our most popular post, "Review: "Designing B2B Brands" for industrial marketing communications."

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Three Secrets to Enjoyable Internet Industrial Marketing

Mon, Jan 13, 2014 @ 10:07 AM / by Chuck Lohre posted in Industrial Marketing, Email Marketing and Advertising, Blogging and Blog Content Creation, Internet Marketing, Industrial Website Design, Business to Business Marketing, B2B Marketing, Internet Development


  1. Create top-quality content that aligns with your buyer personas. If you don't have any new content, re-publish news from your industry associations and educational institutions.

  2. Share your knowledge by blogging, email and paid search engine adwords

  3. Take your time, reflect on your goals and enjoy yourself.

Industrial Marketing FlowchartThe pressure to improve your website, gain more visitors and hopefully customers has never been more acute. Yes, the tools and resources are available to do that instantly, but that doesn't mean you have the time or budget to do it. Industrial marketing is driven by product quality and responsiveness. Your current customers come first, with an eye to absolutely, positively, always doing the highest quality work possible. It's the foundation of your company and nothing will undermine a company's marketing quicker than poor quality work. The old saying is true, "When you're happy you tell two friends, when you're unhappy you tell twenty."

Manufacturing is a private business, you have the confidence and money of your customers. However, you can't share their information, their problems or even resell their ideas on your own. It's perfectly alright and good business to promote your customers and their successes if they allow it. We're like doctors ascribing to the Hippocratic Oath. You swear to practice business honestly and responsibly.

So, if you want to grow your business because the business you're in doesn't allow you to grow to the size you want, you'll have to find new customers. Alternately, you might have to find a different business that doesn't have competition. Traditional ideas say you can grow your business by marketing. You really can't. If you do fantastic work and your business doesn't grow -- it's not your fault, it's the economy. What you offer isn't that special or there's no need for your services. Get over it and find a new business or buy another one to grow.

prod 200 PORTEKThat brings to mind a wonderful presentation on innovation I heard last summer. It was held at the famous "Eureka! Ranch" of Doug Hall in Newtown, Ohio. Doug rose to the rank of Master Marketing Inventor at Procter & Gamble, inventing and shipping a record nine innovations in 12 months. Hall retired from P&G and started teaching innovation at his ranch. The process starts with brainstorming new product ideas. Ideas that could serve your existing customers or could be made with the manufacturing equipment you currently have. They advise against creating a new product using manufacturing equipment you aren't familiar with, or offering a new product to a market you don't know. The second step is to prove there is a market for your idea. They suggest conducting a patent search to assure that the idea hasn't been tried by others. Also, you need solid economic data on size of market and cost to bring it to market. Ask yourself this question, "Is this product really needed?" The third step is to go to market as quickly and inexpensively as possible. As an example Eureka! Ranch showed a video from a chipper-shredder company whose innovative idea mounted a wood saw on a sawhorse. The 'lumberjack' can stand upright at table height and easily cuts small trees into firewood. The cut limbs fall into a wheel barrow positioned under the saw. The video was made on a cell phone by an employee. It went viral on YouTube and launched the product. The only prototype was in the video and they mocked it up in an afternoon! Thanks to Portek for the photo.

Keyword WorksheetWhich brings us to the chart at the beginning of this blog, if you have news, great, you can share it or at least news from your industry associations and educational institutions. If not, focus on other inbound type of advertising such as search engine ad words. You want to be in front of your buyer personas when they are looking for products and services. It used to be OK to advertise in the yellow pages and industry magazines, but that's not where your customers are hanging out. They are going to the internet and industrial directories and if you're lucky one favorite technical journal. A good source of information on purchasing ad words is available from Hubspot. Their chart to the left illustrates that you need to know the keywords your prospects may enter into the search engines during the three stages of the sales funnel: looking, learning and buying.

The final tip was to enjoy yourself. We love attracting attention at trade shows, getting positive buzz from advertisements and writing a great case history. But budgets are smaller, time is shorter and marketing is so fragmented that it's hard to focus on the most important media, even if you knew. Your customers will tell you, ask them. In the end, joy comes from two simple steps: listening and responding. If you get lost, listen to the folks in your industry. Next month we'll put that thinking to test at the big construction trade show, CONEXPO- CON/AGG in Las Vegas.

If you liked this post you may also like: Create a Customer Path with Website Marketing Communications


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