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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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Industrial Marketing Public Relations (PR) in the Information Age

Fri, Jan 24, 2014 @ 12:26 PM / by Lauren Campbell posted in Industrial Marketing, Public Relations PR, Industrial Marketing Media, Industrial Public Relations PR, Internet Marketing, Business to Business Marketing, B2B Marketing, Industrial Marketing Content, Internet Development, Marketing Media, Cincinnati public relations

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Public Relations (PR) have gone hand in hand with marketing for decades. Over the years, both industries have seen huge changes with the advent of technology, the development of the internet and the rise of the social media phenomenon. In addition to keeping up with the ‘Jones’, globalization has increased, not only the markets available, but also the competition, making it more difficult to have a competitive edge.

Our Cincinnati Marketing and Advertising AgencySurviving in the Information Age has been difficult for industrial PR and marketing firms; the ever changing landscape of print media, digital media, and technology have made it more important than ever to ‘know your stuff.’ Because I am new to both of these industries, I haven’t been around to experience these changes myself and have not had to adapt to a changing landscape. My job here at Lohre & Associates is my first ever marketing gig, and even though we are a Marketing and Communications Firm, we also do a little bit of PR for our clients, introducing me to both fields of work and teaching me how to navigate through both. But, after all, the map is not the territory and no matter how much information is fed to me about ‘how this should be done’ or ‘this is how it used to be done,’ I had no idea what was needed to be successful in these industries until I started working here.

Given my short experience working here, there are some important best practices that I have picked up on. Practices that aren’t taught in college, nor are they often regularly discussed at large firms, but here at Lohre & Associates, they are discussed. Maybe this goes back to the longevity of this firm, but even though these may be considered ‘Old School,’ they are valid, useful and pertinent for a lasting company.

Build a rapport with editors and publishers:

Sending out email after email to individuals regarding your client and/or their product requires a lot time in these industries. When I think about how long we’ve been around, some of these individuals have known our company for decades, making for lasting relationships. This is why being polite, genuine, and patient are so crucial for success. You must recognize the individual on the other end of the email/phone are people too, with lives and events happening all the time. When you interact with them, be polite, listen and be genuine with your statements. When they don’t get back to you immediately, be patient. As someone in charge of the PR for a client/company, you represent them as well, don’t forget that. No one wants to deal with an impersonal, time crunching, fast-talking marketer. It isn’t going to do anything but waste people’s time, and that isn’t going to get you anywhere.

Be organized!        Important Marketing concept: passing the football

When reaching out to publications or a person about your client/product keeping up with all forms of interaction is crucial, especially in PR where publication dates, submittal dates, and advertising dates reign supreme. I regularly reach out to dozens of publications, sometimes daily and keeping track of who has responded, who works for whom, what deadlines are for what publication and what information is required for those publications, can be a daunting task. This is why keeping an organized spreadsheet or something similar is important. This helps keep track of whom you need to contact and whom you are waiting on to respond to you. In the industry, this is referred to as ‘the football’ and keeping track of the football can make or break a sale or worse, a client’s involvement.

Lastly and most importantly,

Don’t let the internet fool you.

Again, I didn’t know much about Industrial Marketing and PR when I started here, but luckily I have a great teacher, Chuck Lohre, who has taken me under his wing to teach me; but I, being the Millennial I am, do have a full understanding of the internet, social media, and how hard one must work to obtain valid information from both.

Yes, online Public Relations is a huge, booming business. Yes, everyone says that print media is dying. Yes, online content creation is important. But, big BUT here guys, don’t let the internet fool you. Print media is alive and well in the industrial sector. People who work in these sectors are more than happy to pick up a magazine and read the articles. Even though most industries aren’t seeing such staying power in print media, there is still something to be said about it. Not to mention, the validity that these publications provide. Even in digital form it is important to find a credible news source.

Industrial Marketing Advertisement from the Precast ShowFinding valid, credible resources online can be a little discouraging. With everyone giving their opinion on topics and social media blatantly bombarded with ‘news’ all the time, sifting through the BS, if you will, can take up a lot of time. That is time well spent for consumers, businesses, and individuals to compete for the attention needed to see your product. Utilizing legitimate resources for your PR outreach is imperative to establishing credibility and maintaining that credibility. If a valid news source has a digital presence then PR outreach should be done; those types of suitable sources probably send out e-newsletters and other forms of electronic communication with their subscribers. These avenues are great for PR and can be useful in reaching your targeted audience.

One thing that the internet can’t always provide for PR outreach is quality information. That is why it is important to remember that just because something has a lot of ‘likes’ on Facebook, or is trending on Twitter doesn’t make it useful, valid, or credible.

Hopefully the newsworthy information that is available on these social media platforms will begin to take a hard right turn towards validity; focusing on objective, trustworthy, and responsible publication, at least I hope they do.

If you enjoyed this blog post, you would also enjoy Industrial New Product Introduction.


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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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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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This isn't your Dad's industrial marketing

Thu, Sep 26, 2013 @ 11:28 AM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, Internet Marketing, Website Design, Business to Business Marketing, B2B Marketing, Internet Development, Web Design


Welcome Lorrie Norrington to the Hubspot Board, I agree completely with her introductory letter and re-write it here to address industrial marketing's needs.

Lorrie Norington, Internet Marketing Specialist

We both lived and worked through the beginning of the online marketing era. It was awkward, complicated, messy, clunky, and confusing. The only people and businesses who knew how to do it well were individuals who were incredibly tech-savvy or companies that could pay large sums of money for consulting from other tech-savvy individuals. Yet customers at that time knew what few marketers would admit: the entire buying experience needed to change, and marketers needed to adapt or face extinction.

It's a new marketplace that makes it easier than ever to find whatever you're looking for and for small business owners and entrepreneurs to launch businesses that scale massively without overhead. Traditional purchasing is being disrupted by solutions that are quick and easy for small business owners. Today, I’m proud to use HubSpot because I believe it is uniquely positioned to lead the paradigm shift in the world of marketing. This shift benefits small businesses and customers by delivering a more efficient, integrated, and measurable buying experience that mirrors the way people research and buy in the 21st century. Here’s what excites us about HubSpot:

We share a passion for the Medium Sized Business space.

I have a deep passion for medium sized businesses, ranging from one dozen to one thousand employees. I believe these companies are the lifeblood of the American economy, an often overlooked catalyst for economic growth, and a highly underserved market in the SaaS world. Brian and Dharmesh launched HubSpot with the belief that inbound marketing is about the size of your brain over the size of your wallet, and they’ve now built a team and a platform that truly allows entrepreneurs and SMBs globally to grow and transform their business. Five years ago, this type of offering wasn’t even available to enterprise companies. Today it’s available to any organization with the time and will to invest in inbound.

Industrial Web Design, Web Development, and Trade Display Clients, The Hill & Griffith Company

Ryan Canfield, Tim Cowell & Mike Lawry of The Hill and Griffith Industrial Chemical Company waiting for the Louisville, Kentucky Die Casting Industry show to start.

HubSpot is an end-to-end solution.

Every business I’ve ever worked with has experienced vastly different stages of growth, and their needs change accordingly. When you’re first starting out, your business needs leads and revenue; as your business grows, you seek ways to be more effective with the resources you deploy in the marketing space. To that end, I believe marketers are well-served by utilizing an end-to-end solution that can deliver on the needs for each of those lifecycle stages.

HubSpot combines SEO, social media publishing and monitoring, content optimization, blogging, email marketing, landing pages, and analytics in one platform, so businesses don’t outgrow the software. Moreover, as Brian is fond of saying, HubSpot is designed for “mere mortals” to use, so instead of teaching your marketing team how to code, format, and design, companies can focus on creating, promoting, and measuring remarkable content to drive business results.

Industrial Marketing : Closed Loop Recycling

Chuck Lohre with Closed Loop Recycling CEO Rick Marchbanks, he started CLR 18 years ago, a company that cleans, recovers insutrial fluids and returns industrial clothes and absorbents.

HubSpot understands the long game.

HubSpot’s vision for playing the long game really appeals to me. Instead of focusing on just short-term successes, the HubSpot team set out to build a “once in a generation” company and a community of inbound marketers that goes well beyond the world of HubSpot.

The fact that Hubspot's INBOUND conference attracted 5,500 agencies, marketers, and entrepreneurs alike is a reflection of HubSpot’s commitment to a global community of people who believe in, and advocate for, more lovable marketing. Equally as important is the company’s commitment to scaling its widely lauded culture as leaders hire and retain truly remarkable talent. The company’s executive team is remarkably consistent and united in their vision: they care about making the world of marketing and sales less interruptive and annoying and much more aligned with how modern customers shop, live, and buy. As a result, it’s not about a one-time transaction, an exit strategy, or foregoing long-term relationships for a short-term sale. It's about helping businesses understand there’s a better way to attract, convert, close, and delight prospects, customers, and leads.

While there has been lots of consolidation and movement in web site software platforms, one Boston-based company has been accumulating nearly 10,000 customers globally and building a universe of marketers and consumers alike who believe marketing can and should better reflect the modern buying experience. I believe strongly that this team, company, and product are poised for great things ahead, and I’m honored to be a part of it.


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Create a Customer Path with Web Design using Website Marketing Communications

Thu, Apr 18, 2013 @ 02:03 PM / by Chuck Lohre posted in SEO - search engine optimization, Internet Marketing, Industrial Search Engine Optimization - SEO, Industrial Website Design, Website Design, Cincinnati Web Design Agency, Internet Development, Cincinnati Advertising Agency, Cincinnati Website Design, Cincinnati Advertising Agencies, Web Design


10 steps to make your marketing communications' site focused on guiding visitors.

  1. Sign out of Google. If you have a Google account for email, news, YouTube, etc.; Google remembers your preferences and shows you those sites when you search on similar keywords. You'll never see what the visitor sees if you let Google show you pages you've been to before. Pick your buyer persona category and search on the terms they would. Put them in order of the number of results. That will tell you the hierarchy of your site design.
  2. Arrange your first page of Google print outs in order of the number of results. You'll see the level of importance you need to apply to your web site design. It's like a path through the woods. As someone goes down into your site they will learn things more specific to their needs.Web Site Design Strategy for Marketing Communications
  3. Now refine the content to match the journey. Many benefits and features of your product will be the same for all your products. We'll get those out of the way first and include them on the first page. More specific features and benefits will be the content as your visitor drills down.
  4. Determine what pages you want to show in your menu. Some content will be very similar because of slightly different search terms. You don't have to show all those pages in your menu. Design the submenu you will place on these category pages.
  5. Write the content. Pay close attention to the keywords used on competitor pages. They will give you clues as to industry buzzwords and content you might have missed. Add some links to other more technical material the visitor can access. Conclude with a Call To Action.
  6. Design the pages. Here we need to get our images together. Be sure to use alternative text captions. The best site page arrangement is a "Z." The eye starts in the upper left, goes across the page, down to the lower left and finally to the lower right. In this case a simple four square will do it: Photo, benefit/feature bullets, learn more, call to action. The "learn more" pages can be a simple headline and content. The Call To Action pages will be a form to encourage communication such as a phone consultation or plant visit.
  7. Post the subsite pages.
  8. Study Google Analytics.
  9. Make adjustments.
  10. Benchmark results.
Web Site Design Strategy for Marketing Communications

Google search results help design the hierarchy of your website. The pages with more search results should be at the upper level of your site. Those with lower numbers of search results will be after the drill down. These search terms need to be your product categories. And you will have to juggle them if what's important to you isn't very important to the internet. In this example all milling machine tools can drill and bore. That's why drilling and boring are secondary to milling. All CNC (Computer Numeric Controlled) machine tools are later versions of NC (Numerically Controlled) by computer tape. We use this historic hierarchy for example only.


Z eye pattern for Web Design for Marketing Communications

Here's an example of the "Z" eye pattern from Open Source Marketer, "While building a new website for a large corporate client, the VP of Marketing asked me to justify why I chose to put the website navigation on the right. Why would anyone choose to put the website navigation on the right instead of the left? This question was pure curiosity for him. He really didn’t have an opinion one-way or the other, he just wanted to know why I did what I did. Here’s why…The Gutenberg diagram (or Gutenberg Rule), This is an easy reference to where the western reader’s eyes will go. As western readers, we have been trained to read from left to right. So, online we naturally gravitate to a left-to-right pattern. No one disputes this fact, and in a moment we’ll see how it’s the root of all arguments."

Web Design and Marketing Hierarchy of Needs

Here is a good diagram for the way industrial marketing communications flow, from the solution to a process pain to connecting with a person that offers a solution. Learn more at this fun site that offered the diagram from a college admissions seminar, Hyped To Death.

Our industrial marketing communication flow might look like this:

  1. I have bug holes in my potable water concrete cistern
  2. Search on potable water cisterns
  3. Learn about concrete release agents
  4. Understand agents need to be certified for potable water
  5. Contact the supplier for a sample

After you have created these pages, optimize them according to our 10 Rules for SEO, and make them live, wait a few days and then check the results on Google Analytics. Look for high bounce rates and low time on page. It will take several weeks to get indexed by Google. Once they are, benchmark your results, rinse and repeat. Good luck.

If you would like assistance, either in your web site design, your hosting, your SEO, or your inbound marketing strategies, please contact us for a free web site development consultation. If you are unsure, please refer to our web design testimonials.

If you liked this blog post you might like, "10 Step: Process Equipment Website Marketing Communications Review."

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Internet Marketing Communications for Electrical Products Distribution

Tue, Jan 22, 2013 @ 11:26 AM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Marketing, Internet Marketing, Industrial Website Design, Website Design, Business to Business Marketing, B2B Marketing, Internet Development

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Electrical product manufacturers face a unique problem when it comes to internet marketing communications directed at electrical distributors.

First of all your products have to be lucky enough to be accepted by electrical distributors or buying groups for stocking and distribution. They typically offer and stock those products most common to the industry and new products vetted for emerging markets from established manufacturers. If you have a new product that may fill a need in the electrical infrastructure, you will have to establish substantial sales and market acceptance before distributors/buying groups will carry your product.

This blog series will cover electrical connectors, resistors, transformers and generators, products Lohre & Associates has experience marketing. They cover the range from large, expensive generators that require training to connectors that are very common. Resistors and transformers are common products that are typically custom ordered but have standard specifications.

This is the first in a series of blog entries:
1. Electrical contractors for commercial projects
2. Large multi-national manufacturing facilities, municipal and institutional Maintenance, Repair and Operations (MRO)
3. Emerging renewable energy market for solar panels, wind turbine generation and low impact hydro-electric.

Electrical Products Marketing Site resized 600

Electrical contractors that specialize in commercial, industrial, and institutional new construction are major regional and international firms that have the experience and capabilities to perform such work. In cooperation many times with the electrical engineering firm designing the facility, the contracting firm with such close relationships and experience will be able to offer a competitive bid.

The electrical connection products are mostly standard products but always there are new products that may offer time and material savings.
1. The distributor can offer suggestions
2. Regional manufacture's representative organizations are trained in new products
3. Manufacturers can get involved if the product is a new one designed by the electrical engineering firm.

All during this design process the internet plays a part. Manufacturers need to educate the end users and the distributers about their products. From the media resources regularly referred to, to the independent research with search engines these are the places new technology can rise to the top if the manufacturer has seeded the internet with information on new time and material saving products.

Electrical Products Marketing Maint resized 600

For the Maintenance, Repair and Operations (MRO) organization such as internal departments and specialized firms, selection of electrical products follows a predictable path. Most of the time it is finding a replacement quickly and economically. Sometimes blanket purchasing agreements with established electrical distributors are in place and it would be the distributor's decision if a substitution were appropriate in form and function. It is the MRO firm that doesn't have such resources that the internet comes into play. The manufacturer's product that comes up first on the search engines for their and their competitor’s description will get the call. Quick response and delivery will get the sale. Price will be the third place criteria and up to 20 to 30% more than the lowest price leader.

Electrical Products Marketing resized 600

Regularly referred to product directory media, "250 MCM electrical connector":
Thomas Register - too clumsy to find a price and order a product
GlobalSpec - too clumsy to find a price and order a product
Bluebook - too clumsy to find a price and order a product
Grainger - Easy

Online distributors: "250 MCM electrical connector" Google first page results that have prices and online ordering
First image with Google Images (see screen grab above) http://www.amazon.com/Morris-Products-Connector-Bi-Metallic-Conductor/dp/B005GDFYTS

Traditional media:
Newsletter A - site down
Magazine B - poor search results
Magazine C - best results about crimping in general but didn't include mechanical, no sales information

Manufacturer's web sites:
Manufacturer A - excellent results, both compression and mechanical, only accounts can purchase
Manufacturer B - no results
Manufacturer C- no results
Manufacturer D - excellent results, both mechanical and compression. Easy to set up an account for "bill of material lists" and "where to buy" map.

From the results of this search you can see that the distributor that comes up in a search will most likely get the order for parts not included in a blanket agreement. Currently this channel is estimated at 20% but by far the most profitable. The biggest surprise is that a major industrial supply house didn't come up on a Google search.

But what is a manufacturer of "250 MCM electrical connector" to do? Write their site so the product comes up in a Google search. This is ridiculously easy but many manufacters don't write their content to show up in the search engines. All you have to do put the product description (category_model-number) in the: URL, title, headline, body, linktext and the alternative text for a photo. Only put the product description, not the company name, not the company tag line in those six places. Finally, supply the distributors that are selling online. Make sure you make it easy for visitors to find distributors close by on your site. Purchase Google Ad Words as a last resort.

The biggest problem with searching for "250 MCM electrical connector" is that most results return very small electrical connectors. As the internet matures it will become easier and easier to find very specific technical parts. Now is the time to prepare.

The future isn't here yet. Then you will be able to search for any electrical connector with your smart phone and quickly find a nearby electrical distributor with the critical item. And it is, if you just cut an underground electrical cable and the power company doesn't have the "250 MCM electrical splice connector" they need to fix it in the truck. I was there but not running the trencher when it happened ;-)

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Chuck Lohre's National Association of Electrical Distributors (NAED) AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads

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