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LinkedIn Groups are a Perfect Opportunity to Promote Your Process Equipment Marketing

Fri, Jan 08, 2016 @ 11:24 AM / by Chuck Lohre posted in Inbound Marketing, Social Media, Internet Marketing, Process Equipment Marketing, Business to Business Marketing, Social Media Marketing and Advertising, Business to Business Advertising, Internet Advertising


(Set up a LinkedIn user group for your industry and populate it with educational material and application examples once a week. Every other week post the discussion as an announcement. Keep it strictly educational and don't compare your products to another. Advertise the group with LinkedIn small photo and text ads to your audience during the work week. It might only be 8,000 worldwide but it is your audience. This post came from SWECO: Screeners, Sifters, Separators. )

Carbon Products Manufacturer Triples Production Rate, Upgrades Screening Efficiency

A carbon products manufacturer out of Florida, USA, produces granular activated carbon from charcoal. This material is used for purification in the water, petroleum and alcohol industries. The carbon substance is activated in the processing flow. The firm also processes powdered activated carbon used in chemical, water, oil and fat, drug and sugar industries. The activated carbon is used for purification, decolorization, refining, recovery as well as odor and taste removal. The company sought the most efficient screening method to increase production rate of their activated carbon materials. Screening specifications called for various mesh sized material. The screening device selected must screen several fractions of carbon material at a high production rate.

The manufacturer called in SWECO District Engineers to perform screening tests, using an 18” diameter SWECO Vibrating Screen Separator. This small unit, with less than 2 square feet of screening area, immediately screened more material than a conventional screen with 20 square feet of screening area. A more efficient separation was also obtained in using the SWECO Separator. As a result of the test runs, the company installed a 48” diameter SWECO Separator. This three-deck unit is equipped with screen cloths of various mesh sizes - according to product sizes needed - and a special dust cover.

After installation of this Separator, it was found that a flow of 2700 lbs. per hour could be produced. Production specifications called for 600 lbs. per hour, which was easily handled. If the company wishes to increase rates, they have a screening machine that can handle the job. A conventional rectangular screening device produces only 200 lbs. per hour of this carbon material.

Learn more at the SWECO Technical Library http://www.sweco.com/technical-library.aspx

See SWECO at the 2016 International Production & Processing Expo (IPPE), http://ippexpo.com/. January 26-28, 2016, Atlanta, GA, Booth 7948.Click to edit your new post...

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Who has the Emperor's Clothes? Google AdWord Facts for Process Equipment Marketing

Wed, Oct 21, 2015 @ 09:38 AM / by Chuck Lohre posted in Internet Marketing, Process Equipment Marketing, Advertising, Business to Business Advertising, Business to Consumer Advertising, Internet Advertising


Process Equipment Marketing Google AdWordsSome industry watchers say Google is a modern day "Emperor's New Clothes" story. Everyone is so worried they will look stupid; they don't see the hypocrisy of AdWords. Here are ten reasons why. We're forced to use AdWords because our clients want to come up on top of a Google search no matter what. We try to encourage improving the page content, but that's more difficult than just paying for AdWords. That's even what American Express says in its book, "When Everything Clicks: Your Guide to Pay-Per-Click Advertising.


  1. Bounce rate 100 percent when the ad specifically says this is a sub-micron grinder. A human couldn't be selecting our ad.
  2. They change the algorithm to spend what you set, even if it's within 3 percent of what was spent if you didn't limit it.
  3. You set AdWords to "spend until used" and your ad displays throughout the entire day at $20.
  4. You change to "let Google balance your spend throughout the day" and in a few weeks, your ad doesn't display anymore and your budget needs to be increased.
  5. Your ads don't show when you search anonymously. Google says that's the way it's designed. You already didn't click on it the last time. This is even though you clicked the global symbol. It's because you have to select "AdWords will set my bids to help maximize clicks within my target budget," of course at the suggestion of Google. We refreshed ten times, and still our ad never came up.
  6. Your Quality Score is low, but you and two other companies are the only ones in the world that offer that product
  7. Your ad still gets clicked at 3 a.m. on Sunday, for locomotive train electrical resistors.
  8. You search on a company name in a dozen languages and get a similar search results number, whether the US or Estonia.
  9. There is no algorithm to suspend ads if you are ranking high naturally. Google says it's best practices to advertise when you are already number one organically. We think this is patently stupid.
  10. Why is Bing just about as effective but only ten percent of the cost of Google?
  11. Why doesn't Google give agencies a commission on sales? There is no alternative. How did this happen? Early printing was managed by a monarch. Millennia later, airwaves were regulated and licensed. But the Internet has no watchdogs. Churchill nailed it: "Never was so much owed by so many to so few."

But all isn't so wrong. This is just because common public interest algorithms don't meet typical engineering search criteria. The search engines do a good enough job for our job. I've just pointed out most of the odd problems

All is not lost. Retailing tycoon John Wanamaker once said, "I know that half of my advertising doesn’t work. The problem is, I don’t know which half." Best to focus on being creative and great content.

Technical content to support your marketing efforts doesn't have to be rocket science. Download our free content guide that is based on fundamental Masters of Business Administration principals, "The purpose of a company is to create and retain customers."

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

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Pay Per Click - Good Industrial Marketing Idea or Money Pit?

Wed, Jul 22, 2015 @ 05:00 PM / by Chuck Lohre posted in Industrial Advertising, Process Equipment Marketing, B2B Advertising, Advertising, Internet Advertising, Cincinnati Advertising Agency

1 Comment

With careful consideration, thoughtful planning, and the right hacks, Pay Per Click (PPC) advertising can be a helpful resource investment alongside other marketing campaigns. Thanks to Marcel Pirlich for his PPC email this morning as inspiration.

Five core aspects of PPC:

1) Define your goals.

Ask yourself:

    • What do we offer? What makes us special? Where do we offer our product?
    • Who is our target audience? Where are our potential customers? What do we want our prospects to do?
    • What is our budget? How much do we want to spend monthly on PPC? How much do we want to pay for one new customer, sign-up, etc.?
The more specifically you can answer these questions, the more effective your PPC advertising will be.

2) Develop a comprehensive keyword list.

Industrial marketing ideas for AdwordsWhen it comes to keyword selection for startups, long-tail terms are great ones to go after. They're highly targeted and may be more cost-efficient than more competitive terms.

The best way to do this is to understand the questions about your business and audience. Once you know broad terms related to your business, do some research to figure out some of the popular long-tail searches related to those terms. The chart illustrates different types of keywords for the different buying cycle stage: top of the funnel (research), middle of the funnel (specifications) and bottom of the funnel (buying).

3) Know your competitors like your best friend.

Why do I need Industrial marketing ideasAfter identifying your goals and a solid keyword list, complete a competitive analysis -- not so you can obsess over them, but so you can identify opportunities.

Do other company's offer a strong differentiation? Are they bidding on keywords you've missed? How are their ads and landing pages different from yours? Asking yourself these questions can provide clarity regarding who else is in your market and what their acquisition tactics are.

4) Track your conversions right from the start.

Goals for Industrial Marketing IdeasIf you can't attribute actual leads and customers to your PPC activities, you can't make intelligent decisions about where to cut spend (or increase it).

Knowing which ones led to clicks, leads, and customers can give you a clear picture about the success not only of your PPC campaigns, but also about your target audience and how you can adjust your messaging across all your marketing assets. Sometimes a goal is just an RFQ or contact page.

5) Continue to fine-tune your PPC campaigns -- and skills.

The best business concept is worthless if you don't know how to promote it online. Being successful with PPC requires becoming a real pro. How do you start? Learn from experts, and never stop informing yourself, because the truth is this: PPC is highly dynamic and constantly has new updates and features.

Just know this if you begin working on a PPC campaign: It requires some close attention to ensure your ad dollars are being used effectively. So don't start it with a set-it-and-forget-it approach; your budget and results will benefit from close attention.

If this much attention to your web site is too much, you may like, "A More Reserved Internet Marketing Strategy."

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Download our free guide to Sales Lead Generation.

Sales Lead Generation Guide by Cincinnati Marketing Agency Lohre & Associates

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Hubspot: The Solution for "No Time" Marketing Communications

Wed, Jul 22, 2015 @ 12:00 PM / by Chuck Lohre posted in Inbound Marketing, Marketing, Internet Marketing, Marketing Automation, Construction Equipment Marketing, Social Media Marketing and Advertising, Equipment Marketing and Advertising, Internet Advertising


Overwhelming. If that's what marketing communications has become -- help is on the way!

Gone are the days when a few publications covered your industry and only the accounting department had computers. Now the biggest change is smartphones, it's practically impossible for a company to afford programming for the small screen. There is a solution, Hubspot. Here's a list of the advantages:

  1. Easy to Edit. Websites must be kept up to date. Content is the number one driver of marketing success
  2. Defines Your Brand. Hubspot guides you through the keywords you need to promote and suggests content.
  3. Focused Page Content. You'll learn every page has a purpose and a path to accomplish it.
  4. Teaches You How to Blog. From keywords to tags and images, you can't fail.
  5. Audience Love. Great content delivers great visitors and great customers. You'll never be accused of spamming.
  6. Email That Gets Through. You'll learn how to navigate the filters.
  7. Competitive Insight. They are your best teachers. Use them.
  8. Trends and Suggestions. You would have to pay thousands for this customized advice.
  9. Training, Training and Training. Every day, twice a day - it's easy and fun to interact with great professors and students.
  10. Ready For The Future. You are automatically smartphone enabled. Poised for next steps!

Easy to Edit

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It couldn't be easier to edit a website. It looks just like your site. You navigate it the same way. Click on the little orange boxes to edit. We have never seen a better interface. If a site is too hard to edit by the individuals responsible for the content, it becomes a dysfunctional bottleneck and a corporate embarassment. Just log in and edit, it's that easy.

Defines Your Brand

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Your site should evolve as your product offering and as your brand evolves. As you consistently add content to every section of your site, you will update and advance your message and brand. That's marketing communications at its easiest and best.

Focused Page Content

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Hubspot has a Page Performance checklist that's easy to follow and keeps your pages optimized for search engines, readability, simplicity and keeps you focused on that action you want the visitor to take!

Teaches You How To Blog

How To Blog Marketing Communications

From title, images, length, meta tags, meta description and keywords, the Hubspot blog writing program is much more than a word-processing program. It matches your URL, internet address, page title and the headline of your blog for maximum search engine optimization. All automatically, just follow the suggestions and comments.

Audience Love

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Hubspot helps you understand your visitors so you can give them the content they want. This "Green Marketing" blog post is the most popular on our site. It's a report on the foundry industry, combined with references to several other websites, that makes for a great post and one our visitors feel has value. Hubspot teaches you this and how to do it. Customers are always the best sources of content.

Email That Gets Through

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30 percent of emails from most popular email programs get filtered out. Hubspot teaches you the high road of how to get personal opt-in email approvals. You will learn never to send an email someone didn't ask for or expect. One fundamental of "inbound marketing" is the customer drives the bus.

Competitive Insight

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You'll know exactly how you compare to your competitors. Pardot has been doing marketing automation a lot longer than Lohre & Associates and it shows. They have 10 times the traffic rank, a hundred times as many pages indexed, and a thousand times as many sites that link to theirs. We're working on it. Like many companies with great sites, ours was under promoted. "Build it and they will come," doesn't work on the internet. You must share your content with your social media network. Hubspot makes it fast and easy to track.

Trends and Suggestions

Marketing Communications Trends resized 600

Sure, Google Analytics is a great program to track trends and suggestions, but it's too difficult for a novice. Hubspot makes it easy by integrating your social media, blogs and site page traffic. With one click you can take action in a few minutes instead of falling asleep.

Training, Training and Training

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Hubspot has the best training in the business. Every possible subject is covered with interactive webinars and your peers are in class. They will become your partners in marketing communications best practices along with up-to-date tools and techniques. And it's fun. No one will do anything unless it's fun.

Ready For The Future

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To conclude with the reason we wrote this blog, if you don't optimize for smartphone viewing, your site would not keep pace with today's marketing communication trends. Hubspot does this automatically for all of your content across every possible smartphone configuration. That's a service you would have to pay thousands for. And you must have it.

If you have enjoyed this post you might also like, "Review: "Designing B2B Brands" for marketing communications"


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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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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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7 Ideas for Every Day Industrial Marketing

Fri, Mar 14, 2014 @ 03:15 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Inbound Marketing, Internet Marketing, Social Media Marketing and Advertising, Internet Development, Internet Advertising


This post originally appeared on the Academy blog. To read more content like this, subscribe to Academy.

As a marketer, tracking and analyzing data is an important part of the gig. But there are so many different metrics you can track. Where do you begin? (And better, how do you ultimately improve your metrics once you understand them?)

In this post, we're going to cover some of the most important metrics you should track on a weekly basis to help keep you more agile. Remember, if you keep a close eye on these metrics, it'll help you pivot and adjust your marketing campaigns more quickly, helping to get closer to those looming monthly goals.

After that, we'll go over how to improve them, as well as how to prepare for the following week. 

7 Metrics Every Marketer Should Check Weekly

1) Blog Post Views

Tracking the number of views you get per blog post is great way to get quick feedback on your blog articles. You're more likely to get a higher view count if you picked a topic your audience liked and wanted to share.

If you're a HubSpot customer, you can get this information in Page Performance. To see post-level view counts as well as total view count, sort the columns within the tool by number of views, and pick a time frame like one month. Now you can see how your recent posts have performed against each other. 

Want an extra tip? You can also compare your recent posts' view counts to your overall average by exporting that data and running an average of all your posts in Excel.  


How to Improve Your Blog Views

Measure blog post views to figure out which blog content is performing the best. Knowing what content naturally got the most views can help you decide what topics and types of posts to write next. You should use this information to plan out your next few weeks of content so you're writing the posts that will drive the most views, and help you hit your monthly goals. And by looking at this information week over week, you can make adjustments to your content schedule to improve your results.

2) CTA Clickthrough Rates

After someone reads your content, you want that person to take the next step and click on your call-to-action (CTA). The metric you should most closely measure for CTAs, then, is your click-through rate, or the percentage of folks who clicked on the CTA.

If you're using HubSpot’s CTA tool, you can track the performance of different CTAs and see which ones are performing best. You could even take it a step further and show a Smart CTA based on a reader's lifecycle stage or membership to a list.


How to Improve Your CTA Clickthrough Rates

First, take a look at what CTAs are performing the best today. Then, decide if there are higher conversion rates on certain types of CTAs, as well as what might cause that better performance. Is it the design of the CTA? The content positioning? Is the content that the CTA is promoting more appealing than your other content? For example, if you have high conversion rates on CTAs that lead to a worksheet and lower conversion rates on CTAs that lead to a whitepaper, that may mean your audience prefers worksheets over whitepapers. Embrace agile experimentation to figure out why certain CTAs perform better than others.

3) Social Media Reach

Tracking the performance of your social media is important to understanding its ROI. A social media goal that many companies have is increasing the size of their social network, or their total number of fans and followers. Why is a large social reach valuable? So when you publish your content, you can reach a larger number of people who might read and share it.

So ... do you see a bump in your social analytics? What did you do differently last week that might have helped you grow your network? 


How to Improve Your Social Reach

If you see an increase in your progress from a particular week, think about what specifically you did to attract more followers or fans around that time. Was there a marketing campaign going on? Did you newsjack something insanely popular? What type of content did you publish on these channels?

It's important to check these stats on a weekly basis so the strategy and the content you posted is fresh in your mind. After you decipher what caused your bump, use it to inform next week's media plan.

4) Email Clickthrough Rates

When you're looking at your email marketing metrics, the most important metric is not how many people opened your email. I would argue it's how many people clicked through to reach the content that the email was promoting. That could be the number of people who clicked a link in your email, or clicked on the CTA in that email. This metric is known as your email clickthrough rate, and you should be able to get it right in your email tool


How to Improve Your Email Clickthrough Rates

By measuring your email marketing, you'll get a sense of what your audience wants to read by email. (Sometimes your content may perform well on email and not other channels, so it's worth experimenting.) Take a look at the performance of different emails and look closely at the ones that performed the best. Did you promote a particular piece of content? Did you use a certain tone? How clear were your calls-to-action? Based on what you discover, create similar emails that embody some of the tactics that made your emails successful in the past. 

Bonus: You can A/B test your emails to help improve clickthrough rate, too. The CTR of each email variation will help you determine what email elements are most successful. 


5) Landing Page Conversion Rates

Arguably the most important metric for marketers to keep their eyes on is lead conversion, or the percentage of visitors who convert into contacts by filling out a form on a landing page. The conversion rates of your landing pages will then determine how many leads you're able to generate.

If you're using HubSpot’s reporting tools, it's easy to measure the success of individual landing pages. Whatever tool you use, though, be sure you measure how many people are visiting your landing pages, the conversion rate of those pages, and whether the leads generated from those landing pages become customers. These metrics will help you determine which content offers and landing pages to use when marketing through other channels. 

How to Improve Your Landing Page Conversion Rates

Take a look at your landing page dashboard. Which pages have the highest conversion rates? Which pages have the most views? Look closely at your high-performing landing pages to see what made them successful. Was it the content piece on the page? Is the form optimized for your audience? Did you personalize the content on the page? Did you send the landing page to a particular segment? Identify what attributes made one landing page more successful than others, and then replicate it for future conversion wins.

6) Traffic Sources

You need to figure out who's coming to your website, and how they found you. If you do anything, make a habit to check this report once week -- at least!

By using a sources report, you're able to understand what marketing campaigns have the highest ROI. This report should display data from your main marketing channels to give you a better understanding of where your traffic is coming from. For example, you could get traffic from any of the following sources: 

  • Organic Search: Visits from organic search results in search engines such as Google and Yahoo
  • Referrals: Visits from inbound links on other websites
  • Social Media: Visits from social media sites including Facebook, Twitter, LinkedIn, etc.
  • Email Marketing: Visits from emails you've sent
  • Paid Search: Visits from paid search results from search engines or other PPC providers
  • Direct Traffic: Visits from people who type your website address directly into their browser
  • Other Campaigns: Visits from people who came from a unique tracking URL
  • Offline Sources: Leads and sources for which there is no source set

You should also look at the number of visits, leads, and customers as a result of those channels, as well as each of their conversion rates.


How to Grow Your Traffic

You should always focus on growing your strongest marketing channels and making them work even better for you. In the example above, organic traffic is the biggest driver of traffic to the site, but social media has the highest conversion rate. By digging into the specifics and adjusting the date range, you can really understand how the different channels perform to help you hit different metrics.

So figure out what channel is performing the best, and think about what you did that past week to contribute to its success. (Seeing a theme in this article?) If you only used certain channels in a week, highlight just those channels. For your next week, plan on replicating your success by either focusing on those channels that performed well, or creating similar content that led to the traffic bump. 

7) Monthly Goal Progress

Even though you should be looking at certain metrics on a weekly basis, you should always keep your eye on the prize: your end of month goals. The adjustments you make throughout the month by looking at your data on a weekly basis can really contribute to whether or not you reach your monthly goals.

A great place for HubSpot customers to track monthly progress is on your Dashboard. If you aren't a customer, you can set one up using Excel. Using the Dashboard, you're able to set goals month over month and watch your progress each week. You're even able to see how your current monthly progress versus the previous month.


How to Get Ahead of Your Monthly Goal

There isn't one single way to improve these metrics besides tracking and iterating on some of the metrics we covered earlier in this post. Drill into the data to discover how you're performing against your goals and what you can do to improve going forward. As you can imagine, keeping yourself up-to-date on a weekly basis will help you stay on track. 

At the end of the day, your metrics help you be a more informed and nimble marketer. Make a commitment to always be tuned into your metrics, and your marketing will thank you for it. 

What other metrics do you check on a weekly basis? Which metric could you never live without? Let us know in the comments!

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

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Do you care more for your audience than SEO?

Mon, Mar 10, 2014 @ 09:31 PM / by Chuck Lohre posted in Inbound Marketing, SEO - search engine optimization, Internet Marketing, Internet Development, Internet Advertising


Your in luck. Google finally caught up to you.

"With Google’s Hummingbird release, Google wants to help your customers find the most helpful, interesting content that is not only relevant to their searches, but matches their intent during the search. I like to follow the ideas of Rand Fishkin and his think tank at Moz for guidance on this subject. I can’t say it any better than Rand, so here’s a great Whiteboard Friday:"

Thanks to John McTigue, Published March 10, 2014, Read more.

If you liked this post you would like, "How to Create Emotional Industrial Marketing Ideas".

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Social Media 101: Creating a Successful LinkedIn Group

Thu, Feb 06, 2014 @ 02:46 PM / by Lauren Campbell posted in Marketing, Social Media, Public Relations PR, Industrial Public Relations PR, Internet Marketing, Branding and Identity, LinkedIn, Internet Advertising, Cincinnati public relations


Maintaining a social media presence is all too critical these days. How many followers, likes, and connections someone has seems to be part of our daily language and we have seen individuals, brands, and businesses benefit heavily from it.LinkedIn logo design

One of the many great things that social media offers is access to instant information. This has been great for many consumers; people and businesses alike. I personally have used social media to ask questions about a product and received very timely and professional responses. It is access to customer service and information like this which makes social media platforms such a valuable tool in the business realm. One of the more popular platforms, LinkedIn, is a great example. It is the platform best known for its professional foundation and has become one of the most trusted and credible social communities on the web.

LinkedIn provides users with the ability to connect to other professionals and to join professional groups to engage in meaningful discussions. Creating a group on LinkedIn for any business would be advantageous, but in order to get the full reward you must nurture your group, which takes time. We have found a few guidelines for creating and maintaining a successful LinkedIn group to help you aquire the full return on your time spent.

Narrow Niche and Specialty Category

A good way to get started is by having a narrow niche. This helps you attract the right kind of individuals to your group. As a group creator you should focus on driving current clients/consumers to your group so they can utilize it as a forum for asking questions and gathering information; however, you also want to drive potential clients/consumers to your group too. Establishing yourself as a leading contributor to your industry through your group (by answering questions, posting industry relevant material), you build credibility, which helps drive potential clients/customers your way. This is why a specialty category is important; recognizing that not everyone using LinkedIn is going to use your service/product is a great way to begin thinking about investing quality time into those who will.

Participate, Engage and Closely Monitor Your Group

Participation and engagement are imperative to making a successful LinkedIn group, you must pull your weight. When people post articles or information regarding your niche, comment or ‘like’ the post. This shows individuals in your group that  engagement with individuals is important; again, helping establish credibility. When someone new joins the group, greet them. LinkedIn has an option to send a specialized message after someone joins, use it.

commercial photography: Ant carrying leaf.It is also well known that people use LinkedIn to promote themselves and their qualities. Granted, people didn’t join your group to be inundated with spam and job postings, but helping people in your niche find jobs is always a plus. According to Jessica Faye Carter owner of Nette Media, creating a subgroup that allows individuals and companies to post job opportunities and resumes is a great way to mediate the situation and everyone is happy; people can look for jobs and those not looking do not have to be flooded with those posts.

It is also important to monitor what is posted in your community. A well moderated group typically outlasts those that aren’t. If an individual is contributing too much self-promoting posts, tell them. Do not be afraid to set strict guidelines for posting; LinkedIn also has group settings that allow for all posts to be approved, yet another great feature of this platform. Also, good moderating of your group typically means no 'auto-posting' by you. While, auto-posting seems to be a growing area, Susan Tatum, from the Conversion Company, explains that it isn't always beneficial. Different social media platforms are approached differently and auto-posting often doesn't take that into account; this can harm group engagement and even hinder sucess of the group. 

Promoting, not just LinkedIn, but your group too

We see the blue LinkedIn icon everywhere. Websites, trade shows, commercials, etc. But it isn't often we see specific companies/people promoting their specific LinkedIn group. This is a great way to get people to check out your group, especially if you are promoting to the same audience you want to join your group, like at a trade show event. Taking your LinkedIn icon to the next level and incorporating your group can really help generate group members.

No Selling!!

Another important rule to follow regarding your group, DON’T push sales. Individuals who join your group are doing so because of the information that you provide through answering questions, engaging, and sharing interesting industry news, not because they want to buy more of what you have to offer. If they want to purchase from you, they will do so via a phone call or email, not through your group. Many groups do not recognize this down fall. Yes, sharing a blog post you or your company has written is ok, after all, that is information you are giving away, but to try to sell group members something will get you absolutely nowhere and no sales and group membership will drop off quickly. Remember, this platform is used as a tool for nurturing relationships with people, actual humans, they aren’t credit card machines looking for a purchase. This will also devalue your credibility, which is exactly what you do not want. Remember to use this as a way to build relationships with other people, not get into their wallets. 

With these tips success will follow. Moderating a group is no easy task and one that takes due diligence and time, building a relationship never is. But when done properly, the benefits outweigh the costs every time. 

If you enjoyed this blog post, be sure to check out: FAQ's What are the Best IndustrialMarketing Social Media Sites   


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Killer App Indeed: B2B Google Shopping for Industrial Marketing

Thu, Jan 23, 2014 @ 03:06 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Media Schedule, Internet Marketing, Industrial Marketing Advertising, Business to Business Marketing, B2B Marketing, B2B Advertising, Internet Development, Business to Business Advertising, Internet Advertising


In what might be the greatest insult to industrial directories, Google is now going after the likes of ThomasNet and GlobalSpec, Grainger and eBay for the marketing and selling of industrial products.

Google Shopping takes on industrial marketing and advertisingThomasNet is well 100 years old and the granddaddy of industrial directories. Initially, ThomasNet didn't play well with Google and its pages weren't indexed. Now they have partnered with Google and are showing up too much on the first page. Is that the reason Google appears to be  out to eat their lunch? ThomasNet has never been a price-based industrial directory but that's exactly what Google wants, and eBay fears the same. GlobalSpec started out thinking manufacturing engineers wanted a single location where they could buy every nut, bolt and bracket for their wigit. But they could never please the vast differences regarding how things are made and purchased in the world.

Google Shopping debuted Jan. 21, 2013. It started with electronic components and then added test/measurement components -- mechanical componets recently followed, which include bearings, actuators and pumps.

Currently in Beta, all fees are waived for the first year. Two options later: pay or opt out. We'll sign up our clients for the first year free and see how it goes. After a year Google will show results. Currently Google is driving traffic to this industrial platform, which filters out consumer results. In the future this advertising platform will be similar to Adwords, look out Thomas Register Industrial Directory (ThomasNet). They may go to a Google Supplier Badge-type of verification. They will charge for that verification process. After that, pay per lead or click. Google partnered with Dun & Bradstreet to actually make a call and confirm that companies are legal in the US, etc. It's primarily focused on US, Germany and China now. Will open up later to global. Many top spot accounts are using this platform.

Currently not triggering on mobile yet, but will. You can type in the actual URL for now. They did this because they thought they were underserving the b2b. Fluke and Maxim semi-conductor are on board. They say this is especially good for first time, smaller businesses that are just getting started. This will be similar to TR product search, where you can input a part number and get relevant results. Will be building out filter for ISO, and other certifications like RoHAS.

Zappos Industrial Marketing AdvertisementSounds great but our clients don't sell on price. Just about everything in B2B Google Shopping has a price. Our clients products require at least a small amount of questions by the sales team. Do they need a bracket? Did you forget to tell us one of the required specifications. And shipping isn't something you can quote quickly for large bulky items. For example, you can buy a cheap home safe online with $50 shipping but what they don't tell you is that it's your responsibility to get it off of the truck and into your home. Now we all are going to have to get used to automating our sales process enough so it can be done online. Zappos, the online shoe company, founded in 2009, is now $1.2 billion in sales. If they can successfully sell women shoes (including pumps) online confidently, then we can figure out how to make manufacturing engineers happy that we asked the right questions so they get their motors or pumps delivered -- right to their plant with everything they need to install it. Even if that means partnering with local mechanical service companies.

It all comes down to the industrial marketing media schedule, how do you decide where to invest your marketing dollars? You must get your web site at least potty trained, and you must create a simple, elegant affordable adwords program, but that where it gets hard to justify. When you're sad because your company decided not to attend a trade show, what's wrong? Sure business is a big party but it's a sporting event as well.  Only a very few like MODERN MACHINE SHOP and POWDER BULK ENGINEERING have managed to survive. And that's because of great editorial. These are the trusted voice of the industry and it's an honor and a privilege to get published there.

Google Earth and Industrial MarketingIn the end our job is to provide the sales force with new and interesting companies to learn about and go visit on their regular sales treks. It's a lot easier said than done. We spent last night combing SalesGenie for leads and today using Google Earth to fly over industrial parks, inspecting what's on the trailers going to and from factories.

It just might work!

If you liked this post you may also like, The Nitty Gritty of Creating an 2014 Industrial Marketing Media Schedule

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