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Synchronous Motors and Drives - OEM Marketing

Sun, Apr 23, 2017 @ 10:37 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Marketing, Industrial Branding, Metalworking Equipment Marketing, Industrial Marketing Handbook, Industrial Marketing Content, OEM Marketing

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4 ABM Drives Synchronous Motors and Drives 400.jpgThe following is an example of an OEM Marketing publicity campaign for an OEM to specify ABM Drives as an assembly for their equipment. It starts with basic educational publicity as the foundation for a modern internet marketing campaign. Marketing today is based on the fact that customers are educating themselves well in advance, before contacting any potential suppliers. They are doing this almost exclusively on the internet. Unless a company plays a role in the engineer’s education, they stand little chance of being the preferred supplier for a new product component. Traditional technical journals, many still in print, are the gate-keepers of the best technical content. Good publicity campaigns work with the editors and publishers of the trade journals as well as technical conferences. If your educational publicity campaigns are picked up by the technical press, you can be assured that it is worthy of investment, because of the long life the educational material will have, and the many ways it can be repurposed as video, audio, slide shows, demonstrations and presentations. 


Custom Sinochron® Synchronous Motors and Drives can Operate without and Encoder

The SINOCHRON® Motor design offers advantages in continuous duty applications. The efficiency is also better in partially loaded duty cycles, when compared to standard asynchronous motors. Drive units are virtually loss-free in no-load operation. This motor design offers advantages in powering conveying equipment; escalators, spooling machines, compressors and traction drive units amongst others. By substituting existing line powered three-phase drive units, energy savings of 20 to 35 percent can be expected.

SINOCHRON® is a synchronous motor with high-performance permanent magnets with a sinusoidal flux distribution (EMF). The anisotropic rotor geometry provides a sinusoidal distribution of the magnetic flux with the result of eliminating cogging. Stator windings are identical to asynchronous motor windings allowing for a cost-efficient production of the stators in large batch sizes. The SINOCHRON® Motor operates without an encoder and can replace a stepper motor in some applications. This patented technology combines high output, minimal investment and low operating cost.

The characteristic profile of these drive units makes them well suited to drive pumps and fans that operate continuously, no additional components, like encoders, are needed. Up to 30 percent smaller footprint, allows machine designs to be more compact. The motors have excellent control behavior and combined with included control unit SDC, have excellent true running even at very low speeds and impressive dynamics at impulse load and speed variations.

Continuous duty pumps and fans are now required to meet new efficiency regulations which require line powered three-phase motors and geared-motors with rated outputs of 0.2 up to 9.0 kW operating continuously at rated load (duty cycle S1) to be a minimum of efficiency class IE3 (premium efficiency) or IE2-drive units to be equipped with electronic inverters. Inverter powered SINOCHRON® Motors from ABM Drives economically meet these requirements.

About ABM DRIVES INC.

ABM DRIVES INC. engineers and manufacturers high-performance motor, gearbox, brake and frequency inverter solutions for machines, plants and mobile devices in hoisting technology, warehousing, material handling, electric vehicles, biomass heating systems, wind turbines and many other markets. Founded in 1927, the company belongs to the Senata Group with an annual turnover of nearly 400 million € and more than 2,000 employees. Approximately 300,000 drive units are produced annually. In-house manufacturing includes tool-and-die design, aluminum-casting foundry, CNC housing machining, manufacturer of shafts, cutting of gear teeth, motor development technology, assembly and final testing.

PRESS CONTACT

ABM DRIVES INC.

Gabriel Venzin, President

394 Wards Corner Road, Suite 110, Loveland, OH 45140

Phone: 513-576-1300

Mobile: 513-332-7256

E-mail: gabriel.venzin@abm-drives.com

Website: www.abm-drives.com

AGENCY
Lohre & Assoc., Inc., Marketing Communications

Chuck Lohre, President

126A West 14th Street, 2nd Floor, Cincinnati, OH 45202-7535

Phone: 877-608-1736, 513-961-1174, Fax 513-961-1192
Mobile: 513-260-9025
Email: chuck@lohre.com

Reprinting permitted - specimen copy requested


If you liked this post, you may like, "How To Realign Your Marketing Communications with Sales."

 Download our free guide to Sales Lead Generation.

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Process Equipment Marketing News Release Example

Fri, Apr 14, 2017 @ 12:50 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Process Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook, Business to Business Marketing, Industrial Marketing Content, Process Equipment Marketing News Release

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Chain Mill Breaks Up Material Lumps


Chain mills represent a cost-effective crushing solution for reducing a wide variety of materials. Stedman Machine Company’s chain mill crushers can handle a large volume of tailings per hour.

Process Equipment Marketing Chain Mill News Release.jpg

 

An especially effective fertilizer crusher, the Stedman chain mill crusher series is engineered to break up lumps in superphosphate, triple-superphosphate, granular and conventional fertilizer tailings. Other applications include animal bedding, sawdust and many materials requiring lump removal for conveying or processing. The single or dual rotor chain mill crusher features heavy-duty construction with a welded plate steel housing and removable back plate. Capacities vary depending on feed size, feed rate, operating conditions, desired product output, characteristics of feed material, and equipment configuration. Full-scale material testing available at the Stedman Testing & Toll Processing Facility.

Stedman Machine Company, 812-926-0038, www.stedman-machine.com

If you would like to learn more about writing a process equipment marketing news release or an application story "One key to good public relations is writing a case study."


 

Trade Display Designs by Lohre Advertising to Boost Presence and Impact

 

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Metal Working Equipment Marketing Plan

Fri, Mar 17, 2017 @ 05:04 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Marketing, Industrial Branding, Metalworking Equipment Marketing, Industrial Marketing Handbook, Industrial Marketing Content

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To ThomasNet or not to ThomasNet, that is the question. Hmm, it means blogging to the rescue!

Industrial marketing communications directoryThomasNet, or Thomas Register as it was called years ago, has become a Platinum Hubspot resaler. It's not much of a directory any more since they couldn't compete with Google.  They are a good blogger as a good Hubspot dealer should be. A directory program with ThomasNet runs at least several thousands of dollars to start, but like our advice for purchasing search engine ad words, "Don't do it until you have optimized your web site first." We've found that ThomasNet's directory is only good in certain industries that have adopted it as a platform to generate quotes. But even those are going away and Thomas' attempts to teach newbes is a losing attempt.

You'd think a "large machine shop" would be easy enough to get ranked for, but that's not the case. If metal working equipment marketing was easy, everyone would be doing it. The industry is quite sophisticated and run by those who have been operating computers longer than any of us. The second use of computers was to run a machine tool, the first was to calculate ballistic information for a canon. 

ThomasNet wasn't such a problem several years ago, it kept its data secret from the search engines, plus it didn't have very many pages indexed. And the search engines wouldn't show their pages anyway. Then ThomasNet signed agreements with the search engines and they are ranking better. But Google is fundamentally against a directory since Google would rather serve the company's web site rather than a directory. ThomasNet is a very good media for increasing your page visitors. We have seen traffic double in several cases. And our studies show that visitors coming from ThomasNet are just as high quality as those coming from organic searches. If your site is fairly well written and has all the regular features of a good site, like fast loading speed, there may not be any other way to increase traffic. See the chart results on ThomasNet.com for yourself at Alexa.com.

Metal Working Equipment Marketing.jpg
But all of this wouldn't be needed if you just blogged a lot more. It's the gift that keeps on giving. Looking at the chart above, we added all of the client's technical bulletins in the middle and started bloggin three times a week in the last third. If your website traffic isn't growing like this, you aren't marketing using the internet to your advantage.

So if there is one take-away it's this -- Program your site to measure goals. For industrial sites it's not a sale, it's going to be a contact us or a request for quotation page. Then you will be able to measure a tangible result of your industrial marketing efforts.


If you liked this post, you may like, "How To Realign Your Marketing Communications with Sales."

 Download our free guide to Sales Lead Generation.

Sales Lead Generation Guide by Cincinnati Marketing Agency Lohre & Associates

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Process Equipment Marketing Press Conference

Fri, Mar 10, 2017 @ 02:47 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Process Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook, Business to Business Marketing, Industrial Marketing Content

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Trade show press conferences are a great way to improve your return on investment.

You advertise in the trade journals and have sent out a series of press releases to promote the show. The icing on the cake is holding a process equipment marketing press conference and making contact and thank all the editors you work with throughout the year.

Press Conference 1.jpg

 

 

 

We also saw one of the first vertical roller mills at the show. We're writing a primer on this type of equipment.

 

If you would like to learn more about industrial publicity, you may like to read, "One key to good public relations is writing a case study."


 

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Industrial Marketing Plan

Fri, Feb 24, 2017 @ 12:39 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Green Building Marketing, Process Equipment Marketing, Industrial Website Design, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Business to Consumer Marketing, Industrial Marketing Handbook, Website Design, Business to Business Marketing, Industrial Marketing Content

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Here's a three-year industrial marketing plan. The goal of the plan is to generate new opportunities and markets to apply the client's technology. Existing markets will also be targeted for new applications.

Our proposal starts with basic educational publicity as the foundation for a modern internet marketing campaign. Marketing today is based on the fact that customers are educating themselves well in advance, before contacting any potential suppliers. They are doing this almost exclusively on the internet. Unless a company plays a role in the engineer’s education, they stand little chance of being the preferred supplier for a new product component. Traditional technical journals, many still in print, are the gate-keepers of the best technical content. Good publicity campaigns work with the editors and publishers of the trade journals as well as technical conferences. If your educational publicity campaigns are picked up by the technical press, you can be assured that it is worthy of investment, because of the long life the educational material will have, and the many ways it can be repurposed as video, audio, slide shows, demonstrations and presentations.

Industrial-Marketing-Plan.jpg

PART ONE - Publicity

The first part of the proposal is a publicity campaign that would publish information to markets that already use the client's technology as well as a broader audiences of manufacturing engineers. This publicity campaign would also include managing free listings in buyer’s guides across print and internet media. The estimated cost for the year-long campaign is $25,000, billable monthly. (The VALUE of the product information placement in print and internet media for the year is estimated to be $35,000.)

PART TWO - Advertising

The second part of the proposal is advertising in existing industry buyer’s guides and manufacturing engineering company capability listings in print and internet media. This modest campaign will reinforce the product publicity and provide introduction to the publishers and editors of our markets that we are a contributor to the news and education of the industry. Advertisement writing, design and production will be quoted separately. The estimated budget for the year-long campaign is approximately $25,000. We estimate this budget will include four of five placements, primarily in the media’s directories or special editorial focuses on our markets. High domain authority links to your site are on of the best ways to get Google to rank your pages higher. It's great that we can purchase such links at affordable rates.

PART THREE - Technical articles

The last part of the proposal is the educational publishing phase. The publicity and advertising phases need to be in place first. Strategic topics will be chosen, and articles pitched to the print and internet media editors to meet their needs. A series of blog posts for the client's site will be published and promoted to the internet channels manufacturing engineers use for product research and development. You can expect a THREE TIMES ROI VALUE on the yearly investment of $25,000. We estimate two articles could be published and approximately 24 blog posts written. This estimate for articles and blogging doesn’t include 100 percent of the writing of the articles and blogs. Blog and article topics will be estimated based on content. If sufficient educational material is available for Lohre to edit, the majority of the cost can be included. The primary article and blog topics will educate manufacturing engineers about designing and selecting your product or service for their application. They will not be specifically about the client's company. This is a requirement of the print and internet media editors. Here is an example of an article we wrote for Stedman Machine Company. The editor, Darren Constantino, uses it as an example of appropriate writing for feature articles in PIT & QUARRY.

PART FOUR - Feedback and Improvement

Continual improvement will be the focus in the following years of the continued publicity, advertising and educational publishing program. After the first year, enough data from website traffic and company contact information should be gathered to estimate the investment required to meet marketing goals.

In summary, the industrial marketing plan focuses on promoting the educational material developed. The web site will need to be front and center for promotion and also used as a tool to gather prospects' email contact information for nurturing with material suitable for the consideration and decision stages of the buying cycle.


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How to Write a Public Relations Telemarketing Script

Mon, Feb 13, 2017 @ 04:51 PM / by Chuck Lohre posted in Marketing Communications, Construction Equipment Marketing, Business to Consumer Marketing, Business to Business Marketing, Public-Relations-Telemarketing-Script

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Telemarketing for public relations is more than a list and a telephone.

To do it efficiently, you need clearly defined scripts for every possibility: calling, email, voice mail and snail mail.

Telemarketing is defined by the number of actions you need to take to get the job done. The number of computer screens you look at and the number of clicks you need to make. Just like any other industrial process, when you look at the full spectrum of events and actions needed to engage the customer and take action, small changes and improvements in your process can have the effect of cutting your time in half and doubling your results. It's all about clearly writing a process script.

Contact Science Telemarketing Marketing Communications resized 600

Image from Contact Science from klpz, we're a partner so get in touch if you're interested in doing telemarketing in half the time and getting four times the results.

In this blog post, we'll illustrate the process by writing a public relations telemarketing script. New product information is one of the centerpieces of industrial marketing. It's where equipment manufacturers get to tell the technical journal readers about the latest equipment. Many publications compete to publish the latest in energy and mechanical efficiencies.

The first stage in our contact process is identifing the prospects in our target industry and sometimes geographic region. We'll call the companies and get the name for the persons involved in marketing communications.

Second we will prepare a mailing of a published article along with a testimonial letter from the client. Here's the memo copy.

Hi Greg,

Do you need an innovative partner to help inspire your marketing department? That's what happened at Stedman Machine Company. Sure, it's easy to say, "Go do content marketing," but someone has to do it. And who better than a 20 year veteran. 

Public-Relations-Telemarketing-Script.jpg

 

The second major push with this campaign is to review the editorial schedule for the prospect's industry. When you can tell them on the phone that you have an article placed for them, you will get the work.

Hi Greg,

I hope you enjoyed the sample and letter last week from Chris Nawalaniec with Stedman Machine Compny. Kevin Cronin with POWDER BULK SOLIDS Magazine would like to publish your article on the selection of size reduction equipment.

Technical Article, Graphic Design, and Illustration for Stedman Machine

The final call to the prospect needs to clarify the scope of the work and the timeline.

Hi Greg,

Thanks for the conference call last week. I had watched one of the videos you mentioned and I've found the other two as well as the summary video. We can write a thought leader article on this subject by the deadline. Here's the proposed schedule.

Public-Relations-Telemarketing-Script-1 copy.jpg

This campaign is designed to keep us in touch with our clients and prospects throughout the year and every year. They all read the trade journals and sepecially the articles they wrote. We never take credit for the articles. 

If you liked this blog post, you might enjoy, "How to Write a Telemarketing Script for Trade Shows." 

 

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

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Review: "Designing B2B Brands" for industrial marketing, part 4

Tue, Sep 24, 2013 @ 10:47 AM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Branding, Branding and Identity, Literature Design, Promotional Brochure Design, Marketing Strategy, Business to Business Marketing, B2B Marketing, B2B Advertising, Advertising, Graphic Design, Advertising Design, Business to Business Advertising, Advertisement Design, Branding Agency, Cincinnati Branding, Graphic Design Agency, Branding

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 Section 1 > Brand Overview > Brand Purpose

More thoughts on "Designing B2B Brands: Branding lessons from Deloitte and 195,000 Brand Managers," by Carlos Martinez Onaindia and Brian Resnick who worked for Deloitte's Global Brand & Communications group, while writing the book. These reviews look at branding from the point of view of our clients who manufacture industrial products.

Good branding requires manufacturers to have a purpose. There are several kinds of purposes for manufacturers:

Industrial marketing Firefighters

Go to work and put out fires. Fundamental problems in the market and the product are being ignored. The problems will never go away and their competitors know it. This is typically illustrated by faulty product design and engineering that won't allow manufacturing improvements and economical line extension.



Industrial marketing cash cow
Treat the company as a cash cow. The company has a competitive advantage -- as long as the product can be sold, made, shipped and serviced economically -- there will be a large amount of cash that can be extracted. Decisions are only made to reduce the costs of making, shipping and servicing, not to create major new market products.

 

Industrial marketing polar bear

Struggle to evolve and stay ahead in a market that is disappearing. The only solution is to create a new business model for the new markets, nearly impossible for older companies, only with deep dives into world class emerging technology and leveraging inexpensive new internet marketing techniques. Requires reeducating upper management and then their leadership. Employee growth is prime objective. You'll find this in employee owned companies (Publix Super Markets Inc.). The most advanced, progressive and technologically creative manufacturing companies are this type. Some require more than 50 hours of continuing education by each employee and give opportunities to every employee that wants to grow, learn and take on more responsibility.

 

industrial marketing ants

Micro-managing organization with state-of-the-art HR departments. It may seem inhuman but these are the most effective multi-nationals. Everything is measured and feedback given. Likewise, advanced research, industrial intelligence, global economics and IT tools are available for employee growth and product development. From the day you are hired, you are told exactly how you will be judged and compensated; but also given the tools to achieve your Big Hairy Audacious Goals.

 

Industrial marketing tree
Center your company around a unique technology. As long as you can keep ahead of any competition and get a generous margin, you can stay in business. Companies like this sometimes both sell the equipment and sell the parts the equipment can produce. Businesses like this can have a wonderful technological advantage both in engineering and marketing. Their unique selling proposition is understood by employees and customers.

 

 Industrial marketing homo sapiens

An environmental sustainable purpose for a company would be to work with the environment -- manufacturing things from others' waste and your waste is raw material for another company's product. Metal foundries are an age old example of this type of continually recycling business purpose. Mother Nature does this continually and we are just beginning to understand how to mimic natural processes to do the same. Patagonia is a good example of this company type, "The Footprint Chronicles® examines Patagonia’s life and habits as a company. The goal is to use transparency about our supply chain to help us reduce our adverse social and environmental impacts – and on an industrial scale. We’ve been in business long enough to know that when we can reduce or eliminate a harm, other businesses will be eager to follow suit."

This isn't your Dad's industrial marketing

If you liked this blog post you might be interested in another post on how Lohre & Assoc. is implementing sucessuful marketing campaigns by focusing on using new internet tools to aquire prospects, convert them into customers and delight them with customer service.


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Download our free guide to Sales Lead Generation.

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10 Step: Process Equipment Web Design and Website Marketing Communications

Fri, Apr 12, 2013 @ 09:51 AM / by Chuck Lohre posted in Marketing Communications, Email Marketing and Advertising, Inbound Marketing, Industrial Advertising, SEO - search engine optimization, Internet Marketing, Industrial Website Design, Website Design, Business to Business Marketing, B2B Marketing, B2B Advertising, Web Design Company, Cincinnati Web Design Agency, Business to Business Advertising, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Cincinnati Advertising Agencies, Web Design

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Applying best practices to chemical and food processing equipment website marketing communications.

  1. Review your site's SEO (Search Enegine Optimization) and Pay-Per-Click
  2. Review your email newsletter strategy
  3. Review your web design for visitor anxiety
  4. Understanding buyer personas
  5. Site architecture for encouraging longer visits
  6. Google analytics
  7. Competitive comparisons
  8. Social media
  9. Content strategy
  10. Retargeting

Review your site's SEO and Pay-Per-Click

Web design for Website Marketing Communications

We use Web Position Gold to analyze positions of keywords but there isn't any better way than to do it manually. Remember to sign out so the search engines don't send you to the pages you regularly visit. Also while you are searching, you can observe competitors, AdWord positions, related industries for adding negative keywords and whatever else pops up. Baidu is the most popular search engine in China and Yandex in Russia.

Review your email newsletter strategy

Email newsletter design for Website Marketing Communications

Email newsletters, like blogs, are the core of your growing content. This company follows a consistent pattern: Technical tips, application story and a product review. Hubspot has some great pointers to follow.

Review your site design for visitor anxiety

Web Design for Website Marketing Communications

Every page must focus on one communication point. If content isn't contributing to the communication get rid of it. Every visitor is asking himself three questions: 1. Is this what I'm looking for?, 2. How can I learn more, 3. Where can I find what I'm looking for? The page on the left was our old site home page, cluttered and confusing. The page on the right is our new Hubspot site home page, simple and engaging. You don't need to give visitors's choices until they need them.

Understanding buyer personas

 Web Design examples for Website Marketing Communications

Chemical and food processing includes all sorts of liquids and powders. These visitors are engineers, technical operators, managers, and administrators. Sure, many of the visitors may be inexperienced amateurs or students, but they all are trying to solve a processing problem. These include variables like volume, ambient conditions, processing speed, quality considerations, and many special problems. These examples illustrate a common solution, show a pictural index of product and applications.

Site architecture for encouraging longer visits

Web Design Examples for Website Marketing Communications

The only way to keep pages simple and offer a large amount of content is to have the content change according to the path a visitor travels on your site. This machine tool manufacturer is a great example. In this case the path was: home > manufacturing > products > type. Breadcrumbs (site content that shows how you got to the page) are a good way to help the visitor remember their journey.

Google analytics

 Google Analytics view for Website Marketing Communications

Similar Web is a great comparison site that illustrated many of the things you can learn on Google Analytics. Study your bounce rate (percent of visitors that leave after that page), pageviews and time on page. Don't worry if your home page has a high bounce rate, 20 percent of your visitors went there to get your phone number.

Competitive comparisons

Website comparison for Website Marketing Communications

There are numerous ways to compare your site to competitors, but remember to measure ROI. The internet is but one part of the marketing communication mix. As you can see from this comparison, Twitter isn't important, one company has a huge Facebook following but they are owned by a marketing company. They all have room for improvement.

Social media

Social Media for Website Marketing Communications

Newsgroups, list servers, industry forums and LinkedIn forums are the only important social media for processing equipment marketing. Facebook might make for a great company newsletter, but it can't begin to answer the technical questions serious marketing communications must focus on. We won't go into Pinterest, Instagram or Reddit. Google+ is growing because you can post to select groups.

Content strategy

Web Design Content Strategy for Website Marketing Communications

The foundation of the new internet success strategy is content. Massive amounts. But it must be serious, coordinated and buyer persona focused. Then it's called inbound marketing. Once you start to look at your different visitors it will become easier to edit content and add better content.

Retargeting

Retargeting examples for Website Marketing Communications

Finally, investigate new targeted marketing communications opportunities. Retargeting banner ads shows visitors ads based on the sites they have visited. In this case we were studying fire suppression systems and that's why an ad came up when we were reading "Grist." Like AdWords, you pay only when the visitor clicks. Finally, industrial advertising has some real estate again.

 


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Apply Business Process Analysis to Marketing Communications

Tue, Apr 02, 2013 @ 11:16 AM / by Chuck Lohre posted in Marketing Communications, Email Marketing and Advertising, SEO - search engine optimization, Blogging and Blog Content Creation, Trade Show, Internet Marketing, Website Design, Trade Show Exhibits, Web Design Company, Cincinnati Web Design Agency, Web Design

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Either work on being more productive with your marketing communications or cut costs of overhead.

When you think of website marketing communications as a business process, you can start to see what needs to be done. Either improve your efficiency or cut your costs, that's what a manufacturing company does to improve performance. In this case we are evaluating ways to improve customer communications for the fire sprinkler system industry.

Here are the steps we'll walk through:

  1. Review web site design of two competitors who rank highest on Google
  2. Write suggestions based on our Top Ten Tips for natural Search Engine Optimization (SEO)
  3. Alexa, Similar Web and Hubspot competitive tracking
  4. Segment customers into buyer personas for email
  5. Internet banner advertising/retargeting, Adwords
  6. Efficiency - Return on investment
  7. Cost cutting strategies

1. Review web site design of two competitors who rank highest on Google

Search Engine Marketing Communications

This is the search result when we were not logged in as having been on their site and located in Cincinnati.

Search Engine Marketing Communications

This is the search results we saw when we were logged in; Simplex Grinnell comes up #1. Simplex Grinnell is a national firm so local results aren't relevant. The Cincinnati office's address is hard to find on the site so they're not showing up because they are optimized for Cincinnati. We had been to the site and Google remembers everything, because we let it.

2. Write suggestions based on our Top Ten Tips for natural Search engine optimization (SEO)

Web Design and Web Site Marketing Communications Ranking 3

One suggestion for this page, Use dashes to separate the keywords in the URL and that's about it. The keyword phrase "fire sprinkler system" is used in the page title, headline, body and alternative text for a photo. These are some of the reasons it is ranked so high. This isn't the home page but Google publishes the home page before the specific page sometimes.

Web Design and Web Site Marketing Communications Ranking 4

Eckert Fire Protection Systems comes up second in Google. Not really sure why this site is ranking so high. "Fire Sprinkler Systems" isn't in the URL, title, headline, body and no alternative text for the photo. It may be a case that the site is older than the number one. There are no links to the site. The only thing is a local connection.

Web Design and Web Site Marketing Communications Ranking 5

Cintas comes up number three. "Fire Sprinkler Systems" isn't in the URL, title, or headline. It is in the body and "fire sprinkler" is an alternate caption to the photo. This is a classic "Call To Action" page, it is designed to have you fill out the form or call and consult. There are no links to the page but there are 228 links to cintas.com.

Web Design and Web Site Marketing Communications Ranking 6

On the same day we searched "fire sprinkler systems" and came up with a different Cintas page. This page has the keyword phrase in the URL and title but starts to drop some of the words in the headline and alternative photo caption text. A common mistake to watch out for.

3.  HubspotAlexa, and Similar Web competitive tracking

Web Design and Web Site Marketing Communications Ranking 7

Hubspot has the best competitive analysis tool because it compares a holistic measure of a site's online presence as measured by HubSpot's Marketing Grader on a scale of 0-100. Still it's a mystery how Eckert Fire Protection ranks so high when it has the lowest Marketing Grade. It must be the local office. According to the Internet Wayback Machine it hasn't existed before 2008 where as Cintas and Simplex Grinnell have been indexed back to 2001.

Web Analytics and Web Site Marketing Communications Ranking 9

 

Similar Web shows Cintas consistent with Alexa. Simplex Grinnell and Eckert didn't show up on Alexa but on Similar Web Simplex Grinnell is strong and Eckert is zero. The high number of Simplex Grinnell and Cintas visitors that entered the exact site address (Direct) indicates a lot of customers or reps are accessing this site to check orders or accounts.

4. Segment customers into buyer personas for email

With the basics under control, it's time to get down to business analyzing what can be done to improve communications for the Midwest territory. The industry can be broken up into these categories:

MARKETS: Commercial, Education, Government, Healthcare, and Industrial Solutions

PRODUCTS and SERVICES   

  • Fire Detection and Alarm, Fire Sprinkler, Residential Sprinkler Systems, Special Hazards Sprinkler Systems, Standard Sprinkler Systems, Testing, Inspection & Preventive Maintenance
  • Integrated Security
  • Emergency Communications, Sound and Communications, Healthcare Communications, and Time

Any list needs to be broken up into these buyer personas. An annual calendar needs to be created to time communications with annual events such as trade shows, sales meetings, promotions and incentives.

Considering that this type of market may only contain several thousand contacts, it would be best to selectively communicate in a personal email system with a dozen or two related contacts at a time.

Five Story Emails and Web Design

Here's some great tips for emails, personalize, personalize, personalize!

5. Internet banner advertising/retargeting, Adwords

ReTargeting Banner ads and Web Design

The sites we are evaluating are for Fire Sprinkler Systems. As I browsed "Grist" I noticed a banner ad for one of them popped up. This isn't a coincidence. Tyco's site put an id number on my computer (I allow it) and then "Grist" noticed it and displayed the ad.

5. Efficiency - Return on investment

  1. Figure out exactly what numbers you need to know for your business’ marketing, and do deeper dives into specific metrics as needed. It’s a better use of your time, and frankly provides more actionable advice than running hours of reports at the end of each month that you never use.
  2. If you’re resource-strapped, there’s a blogging volume sweet spot you can rest comfortably in. 92% of businesses that blog multiple times a day have acquired a customer from it. But 78% of those that blog on a daily basis have also acquired a customer from it. That differential isn’t too big. And if we bring down the volume just a tad to 2-3 times per week, still, 70% of businesses acquire a customer from their blog.
  3. Onpage SEO, while something you should certainly spend a couple minutes checking out before you publish new web content, isn’t something marketers should be obsessing over anymore. Google’s algorithm is much more sophisticated than it was even a few years ago, so keyword optimization isn’t going to cut it anymore.

6. Cost cutting strategies

  1. If you’re dumping money into completely untargeted PPC, it’s kind of like emailing your entire contacts database without doing any segmentation. Turn off your paid media spend that isn’t leveraging targeting functionality.
  2. It’s not that you positively do not need a website redesign in 2013 -- you very well may -- but before you overhaul what you’ve got, ask yourself if you can work in smaller chunks. Consider a series of A/B tests in which you incrementally improve upon parts of your website, and apply your learning on a wider scale once they’re statistically significant. And if you do learn that a bigger redesign is needed, assess whether you have the in-house resources required to pull it off without derailing all your other initiatives. If you don’t, for your sake and your marketing’s, outsource it to a vetted professional.
  3. If the social networks you’re using aren’t working -- 2013 is the year to stop using them. For example, if you gave LinkedIn the old college try, and it simply is not driving any meaningful business results for you, cut the
    chord. Just make sure you’re making your decision based on analytics, not gut feelings.

If you liked this blog post you might also like "How to Create a Marketing Communication Email."


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Why Blogging is the #1 Marketing Communication for Sales Leads

Wed, Mar 27, 2013 @ 02:36 PM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Industrial Advertising, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Technical Writing, Industrial Marketing Content, Marketing Content, Advertising Design, Business to Business Advertising, Business to Consumer Advertising, Content Creation, Cincinnati Advertising Agency, Advertisement Design, Advertising Literature, blogging, Advertising Agency

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Writing is the primary basis upon which your work, your learning, and your intellect will be judged.

Thanks to Marquette University.

The internet is based on the written word. A system based on visual images is coming up fast but it's not here yet. So until then we must deal with the written word. Google's search algorithm is based on being able to search quickly through related words. You can start at the beginning and go through any list one at a time or you can break up the deck of words into stacks and search each one at the same time. Another method is to follow the connections between cards. But it's all based on the relationships between words. I learned about Google's algorithms by taking the Algorithms Design and Analysis Part 1 Course offered by Sanford University.

Marketing Blog Communication Leads resized 600
Customers' want accurate information on the products they are considering purchasing, a marketing communication blog can fulfill that need. Thanks to Hubspot.

The future of marketing is a customer calls and is ready to buy. They have already done their research and have decided on whom they are going to work with. You!

Marketing Communications for Consumers

This illustration isn't for industrial marketers but you can replace Pinterest, Instagram and Foursquare with the industry blog, association and continuing education. Don't forget about them. Thanks to SocialMediaToday.

"I thought great content led to connections, but really, it’s the other way around. Feeling like an idiot, I decided to give it a shot. I wrote about the same topics. My writing didn’t improve at all. I promoted my posts in exactly the same way. The only difference was I made some friends with popular bloggers first, and then I asked them to help me promote it. Here’s what happened: Within one month, I was averaging 1000 visitors a day from StumbleUpon, Delicious, and Digg. Why? Because I got to know Brian Clark, and he connected me with social media power users who promoted my posts," thanks to Guest Blogging Jonathan Morrow.

LinkedIn Mapping Marketing Communications resized 600

LinkedIn Labs, InMaps shows you your network. "What do the different colors means? We assign colors based on how all of the people in your network -- such as people you went to school with, friends or colleagues -- are interconnected. Our algorithm looks at your graph of connections and finds up to eight common groups. The denser your network is (plus, the more of your connections who are also connected to each other), the better the algorithm is able to differentiate. We don’t use any other information like groups, companies or shares to group people by color - we just look at your network structure. Use your mouse-wheel or the + and – buttons to zoom in your map. An individual's name only appears when you zoom. You can also mouse over nodes to reveal names and headlines. When you click on a node, it loads the individual's information on the right panel and highlights their connection on the map." My network is pictured above with one of my connections selected.

Writing plus sharing equals marketing communications.

"As a blogger, I do have one thing in my mind regarding the blog posts. Blog readers should share the blog posts on social networks wherever possible which we don’t see very often. As most of you know, social media sharing has greater impact on search engine optimization and social shares of your article would definitely improve the overall buzz of your blog," thanks to Pawan Bawdane.

"A new era of digital communications has opened an array of new channels that businesses can use to educate, enlighten, and engage audiences. Enterprises, both large and small, across the globe are embracing these news channels and using them to better communicate their narrative and control their storytelling in order to win visibility, cement alliances, build relationships, drive sales, and ultimately better connect and influence the decision makers who purchase their products or services," thanks to Greg Matusky.

It's not enough to just write a 600 word blog twice a week. You need to cultivate a group of like minded bloggers and promote each other. The internet is like an ocean. You can't treat it like a neighborhood pond. There's nothing wrong with that and that is what most of the internet is for many companies, a small world of just employees, reps, customers and friends. But if you are going to reach out to the U.S. or the world, you are going to have to learn to leverage the internet capabilities to do that. Welcome to a brave new world. It's fun.


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Industrial New Product Introduction Marketing Communications Part 1/2

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