<img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/offsite_event.php?id=6008611837624&amp;value=0">

Food Engineering Magazine Field Report Preparation Guide

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

0 Comments

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

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

Absolute requirements for publication

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Read More

Blogging: A Most-Important Part of Your On-Site SEO Strategy

Fri, Feb 19, 2016 @ 12:54 PM / by Myke Amend posted in SEO - search engine optimization, Internet Marketing, Website Design, Industrial Marketing Content, Marketing Content, Graphic Design, Internet Development, Advertising Design, Web Design

0 Comments

When it comes to Internet Marketing the phrase "Content is King" is tossed around quite often, but when it comes to Internet Marketing, and especially Search Engine Optimization, it is important to remember that only the right content, the most relevant content to connect your business to your potential customer should reign supreme.

In considering how to streamline your site to attract visitors who match your several-to-many buyer personas, and when optimizing your site so that search providers can point these visitors your way, it is necessary to realize that there is no way that one or even a handful of pages could ever manage to cover all of this. Trying to gear even a forty-page site toward even one target audience, when so many possible keywords and long-tailed keywords are needed, will surely only result in a loss of keyword saturation per-page and hurt your search engine optimization.

Other Advantages of Fresh Content over a Static Page Site:

  • Static pages, though essential later in the decision-making process, do not make for the sort of content potential customers crave when seeking solutions.
  • Search providers are also on the hunt for fresh content in order to direct their users to the most relevant and most up-to-date information.
  • Having a larger site, allows for more-specialized content, each page with its own content geared toward a smaller, more-precise sample of the larger target audience, with content geared more-specifically toward their needs.
  • Blogging is not only the best approach at White-Hat SEO, it is a great way to avoid the pitfalls of Black Hat SEO

In order to understand why that last bit is so incredibly-important, one must first know a little bit about both White Hat and Black Hat SEO.

What is White-Hat SEO and What is Black-Hat SEO?

Search engine algorithms are constantly changing, and sometimes staying on top of it all can seem daunting, but when you think this work from a point of view outside that of a marketer, developer, or site owner, it all becomes much, much more simple:

The goal of the search engine is to connect users with the most useful, most precise, most specifically-targeted content to fit their needs. Site owners can benefit from this in that those who visit their site are more likely to be doing so intentionally, in search of related products, services, or solutions. Visitors also benefit from information relevant to the problem they are seeking to solve. These people may become return visitors or even customers, especially if they are brought to the correct page of the site to begin with, which is another important part of your site's relationship with search providers.

Ideally, these visitors will land on that perfect page to encourage them to stay and read. If that content is informative and interesting, that content likely to be shared or bookmarked as a part of the visitor's decision-making process. If that content does not offer valuable information, and does not give the visitor any feeling that they may be in the right place, the visitor will often return to the search provider and try other search results. You may never see them again, even if they were looking for services you offer.

Like visitors, search engines pick up on these things too. Search providers' algorithms are streamlined more and more every day to help their users find what they are looking for, and avoid sites or pages that misrepresent or fail to represent what they have to offer. This is why you need to learn how to recognize and avoid Black-Hat SEO tactics.

Some Signs of White-Hat SEO

  • You are looking to bring the right visitors to your site, which are visitors who have problems or needs that you can solve.
  • You are seeking to reward their visit with information valuable to their decision-making process.
  • You use accurate keywords in your content's description, title, and url.
  • Keywords can be easily found within the visible content of your page, and make sense in their context, because they are an actual part of the content.
  • Inbound links come from satisfied visitors, leaders in your industry, or magazines and blogs related to your industry.

A Few Signs of Black-Hat SEO

  • Keywords are repeated over and over in the content, to the point of making the content difficult to follow or unpleasant to read.
  • Keywords are in content that is hidden, where it serves no use to the visitor at all.
  • Inbound links are from pay-by-link sites, comments on blogs, pages/sites that serve no purpose other than to provide indexes of junk links.
  • Image alt tags are not worded to inform the reader, who may be sightless or may be a search crawler, what the image actually contains.
  • Content is duplicated from elsewhere, or copied and reworded to seem like unique content.

Black-Hat SEO is very-easily recognized if you think of it: Black Hat SEO is any approach that seeks to trick or manipulate search providers.

White-Hat SEO is just as easy to sum up: White Hat SEO is about creating great content in order reward the right visitors, and minimize bounce rates.

Bounce rates help no one. High bounce rates will only serve to make your marketing a more frustrating process, and prevent you from fine-tuning your marketing machine to reward the ideal visitor for finding your site.

Good SEO, and a good inbound marketing strategy is all about quality links from search engines leading to quality content specialized for quality leads. Quality *and* quantity are essential toward good keyword saturation because good keyword saturation is no-longer just about a page or a post, but the entire content of a site or domain. Site-wide keyword saturation *and* content keyword saturation work together to bring a visitor to the right page of the right site.

alt tags misused in web design can annoy those without sight and could harm search engine placement.

Diagram: How to annoy with alt tags

Blogging and Site-Wide Keyword Density / Keyword Saturation

Blogging is most beneficial from an SEO standpoint, not just in garnering shares and other relevant inbound-links to expand your authority, but in adding to the overall keyword density of your site. Adding to the keyword density of the site as a whole is much more effective than filling individual pages or posts with keywords. New posts also expand the site with fresh, unique content to be indexed, which search engines love.

If your site has 2000 original posts, and 1750 of those posts are somewhat-related to gardening equipment, your post on selecting the right tiller has a good chance of ranking well. If it is useful enough to be shared by a few individuals, it will rank even higher.

Image of advertisement done for Cincinnati Industrial MachineryThe Value of Unique Content

I stress original because unique content is very valuable to your SEO, but shared or duplicated content can have the opposite effect, and serves mostly to give authority to the website(s) of the originating source(s).

Have you ever searched for information and only found the same point of view over and over again in near-identical wording over a few hundred websites? Frustrating, isn't it? In order to eliminate this frustration, those sites that are sharing information, white papers, and other content provided to them, are far less-likely to get good search placement. - and reword as you will, it will likely be recognized as duplicate content. Doing this only serves to boost the search authority of the originator. Sharing, in moderation can be beneficial to your site's overall keyword density, if you don't overdo it, and remember to only share content that has value for your visitors.

Unique content through blogging (and blogging regularly) will allow you to have focused, targeted information on your site for the many individuals that make up your many prospective customers and will allow you to boost the authority of your site for all of those individuals as a whole.

Blogging has become the most essential on-site tool for inbound marketing, and is a must for anyone whose business model depends on being found through search providers.

 

If you are interested in our services for blogging, articles, news releases, advertorials, other content services or custom-building a CMS/COS for your web site, please don't hesitate to give us a call at 513.961.1174 or contact us through our contact page.

Read More

Traits of a Good Public Relations Professional (From Consumer to Mining Equipment Marketing)

Tue, Dec 29, 2015 @ 09:32 AM / by Chuck Lohre posted in Industrial Marketing, Public Relations PR, Industrial Public Relations PR, Mining Equipment Marketing, Business to Business Marketing, B2B Marketing, Industrial Marketing Content, Marketing Content

0 Comments

(Great post by Karla Jo Helms, it's a partnership between the media and the publicist. Unbranded educational material always helps your client and the publication whether SOARING Magazine or Mining Equipment Marketing.)

How do you find a PR professional that the media will listen to?

By Karla Jo Helms

How do you go about choosing a good PR professional or company?  There are many businesses that are in the dark about what makes a good PR professional simply because they are also in the dark about what constitutes effective PR.
 

Whether we like it or not, the media does represent a larger portion of the nation and the world and has a profound influence on the communication lines of our society.  If you are not crazy with the way the media portrays certain subject matters, that is understood.  But you may want to think twice before you completely write them off.  The media can present things in the improper light due to the fact that they just do not have all of the facts and the data they need to present a topic in the right way.  With all of the information and “facts” circulating out there can be difficult to gather the data one needs to cover a story the way it should be covered.  That is where a true PR pro comes into play. 

The PR Professional’s Duty

If the media is presenting things in an improper light due to the lack of the necessary data and facts, the origin of this problem stems from the failure of good information which should be coming in to the journalist which would provide them with the notion that there is more out there and more should be looked into.  

Perhaps there is another point of view that they could offer to their audience which would help more people?  Or perhaps there is something else they should pursue that would be beneficial to their reader or viewer base?  There is really no way for them to know so they go on the data that they have.  This is where a good PR professional can be beneficial to the manner in which the news is presented.  How? 

We see it as a PR professional’s duty to keep journalists informed of what is available to be known. This places a PR professional in a very important position, because they have the ability to have an impact on how the world is perceived by others.  The reality is there is a lot of good going on in the world and there are a ton of great businesses that are improving the lives of others on a daily basis.  There are also many people who are accomplishing great things for the betterment of communities and different causes that are often overshadowed by the doom and gloom stories.

The media will listen to you IF you understand the rules of engagement for dealing with the media.  The media has certain guidelines by which they operate and a great PR professional will know what these criteria are so they can communicate effectively.  A good PR professional will help the media as well as their own clients and customers; and one that can do this will be able to get their clients’ stories told.   

If you are genuine in your dealings with others and you have a product/service that improves the lives of others, a good PR professional can help you get that message to your target market in a big way.  Using the media as a resource in an invaluable avenue that can help you get a terrific return on investment for your marketing dollars, if done right!

Call JoTo PR for more information 888-202-4614, JoTo Extreme PR, 411 Cleveland Street, Suite 204, Clearwater, FL, US, 33755

Read More

Food Engineering Magazine Field Report Preparation Guide for Process Equipment Marketing

Fri, Dec 18, 2015 @ 04:05 PM / by Chuck Lohre posted in Process Equipment Marketing, Business to Business Marketing, B2B Marketing, Industrial Marketing Content, Marketing Content, Food Process Equipment Marketing, Industrial Process Equipment

0 Comments

Here are some pointers for preparing a Food Engineering Field Report by Debra Schug—also known as an application story, success story or an application brief for our Dry Processing Technology section. (Application articles are the foundation of any food process equipment marketing campaign. Chuck Lohre)

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

Absolute requirements for publication

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

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

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

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

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

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

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

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

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

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

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

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

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

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


If you liked this you may also like to read our Media Relations guidelines.
Read More

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

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

0 Comments

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-changes.png

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.)

Read More

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

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

0 Comments

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

A few reasons we are doing this:

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

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

Creative marketing communications

Download our free guide to Creative Marketing Communications,

Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

Read More

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

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

0 Comments

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

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

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

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

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

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

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


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


lead gen ebook resized 125

Download our free guide to Sales Lead Generation.

Sales Lead Generation Guide by Cincinnati Marketing Agency Lohre & Associates


Read More

3 C's of Internal Social Media: Collaborate, Communicate, and Connect for Industrial Marketing

Wed, Jan 22, 2014 @ 01:14 PM / by Lauren Campbell posted in Industrial Social Media Marketing, Social Media, Social Media Marketing and Advertising, Marketing, Internet Marketing, B2B Marketing, Marketing Content, Marketing Strategy, Industrial Marketing Agency, Inbound Marketing, Marketing Automation

0 Comments

Social technology has revolutionized the way in which people interact and the social network phenomenon has invaded our lives in more ways than one. Many people in the corporate sector are beginning to recognize the benefits of sharing information instantaneously and are developing private social networking platforms for their employees to do so.

There are many benefits associated with integrating social media into corporate culture, especially one that is created, maintained and utilized for the company and by the company. Here are a couple of reasons how it could work for you:

Collaboration leads to more innovationCollaboration

Collaborative knowledge sharing has been shown to help increase teamwork and to help aid employees in developing innovative ideas. When all products, services, and ideas are located in a single space, open to individuals to consider, creative muscles are flexed and the development of innovative ideas increase. An internal social platform is a great place for all of this information to reside. It also allows employees the opportunity to engage with one another about these products, services, and/or ideas, aiding in team building, employee communication, and collaboration. Which brings me to my next point.

Thank you to University of Nebraska-Lincoln for the photo.

Collaborate, Communicate, and Connect

Engaging and ConnectingInternal social platforms help employees connect and contribute to help facilitate proper communication and allow for more efficient an effective work. When dealing with a large-scale global company, communication is key to decreasing time, maximizing efficiency, and of course saving money. If a multi-national corporation funds research to better their products and/or services, then communicating that research to other individuals in the company is crucial to prevent redundancy of that research. This also reduces time needed to find information on product/services/ideas within the company itself or having to find an outside expert, when typically most large multinational companies have their own on hand, again, saving time and money.

Thank you Sociable Blog for the image.

 Internal Branding

Most companies know what it means to brand, but most often the focus is on external branding; getting consumers, outside people or other businesses, trust, dependence, and use of your company. However, internal branding is not typically a focus of large multi-national companies. An internal social platform provides an environment that can encourage discussion of company goals, vision, and purpose and can allow conversation surrounding these topics to slide across silos in the company; i.e. engineers have the capability to discuss a product with the sales team, informing them on specifics of the product and answering any questions they might have about the development of the product.

Important implementation rules for an effective social platform:

  1. It is important to train individuals on use of the social platform. They must understand what is allowed to be uploaded, how to interact with one another, and to what extent the platform will be used. Time well spent on gathering, sharing, and engaging on topics relevant to the company and to products, services, and ideas the company provides is imperative for the above-mentioned reasons, but laying strict guidelines for usage will help prevent employees using the platform for other reasons. It could be beneficial to have a meeting to discuss usage and to have an individual or hand full of individuals to monitor the site and to make sure that employees are using it correctly.
  2. Engagement is also very important. Developing the dialogue for the site is just as important as rules, after all, what company wants to develop a site that won’t be used? Making sure that employees are engaging properly with one another is what allows the communication channels to flow openly. When a question is asked, answer it. When a video is posted, comment on it. This type of engagement is crucial to get a social platform self-sustaining; once employees see that the platform is useful for their inquiries and for their idea sharing, they will take it upon themselves to engage, but if there is no example of how to do this properly, it may never get done.
  3. Industrial Marketing Social MediaIncorporating a leadership role for individuals who do engage, and do so properly, may be an avenue your company wants to take. This helps motivate employees to begin engaging, and once they see others doing it, they too will want to take part. Many large social network platforms have implemented these types of ‘rankings;’ allowing those more engaged to receive ‘likes’ or ‘thumbs-up.’ LEED User, a social networking platform used by the U.S. Green Building Council's Leadership in Energy and Environmental Design Accredited Professionals, allows individuals to ‘thumbs-up’ other participants who engage with worthwhile commentary and who provide credible answers to questions. This encourages new users to engage and also helps build credibility of the employees/patrons using the internal platform, creating a leadership role within the community.

Of course, these rules of social media etiquette apply to public social media platforms, as well. Good luck and we hope you find that your cyber friends can be just as important as your "real" friends. It has become that way for us.


If you enjoyed this blog, here is another one you may be interested in: Show LinkedIn Friends Respect If You Want to Maximize Your Industrial Marketing
_______________________________________________________________________________

Meeting

Request Free Guide

Download our free guide to Internet Content and Online Prospect Relations Management.

Read More

Maximizing Search Engine Optimization: The Gift That Keeps On Giving

Fri, Dec 13, 2013 @ 01:20 PM / by Lauren Campbell posted in Green Marketing, Inbound Marketing, SEO - search engine optimization, Internet Marketing, Industrial Branding, Marketing Strategy, Business to Consumer Marketing, Business to Business Marketing, B2B Marketing, Marketing Content, Business to Business Advertising, Business to Consumer Advertising

0 Comments

Top four things you need to know to maximize search engine optimization: 

  1. Importance of page load time
  2. Importance of providing educational/informational material
  3. Importance of written content on your website
  4. Importance of linking to other sites

Optimizing your website for search engine rankings can be a daunting task. There are a lot of components that go into search engine optimization (SEO) and sometimes making sure that you have all the components is the most difficult part. When people begin dropping terms like meta-description, web crawling, analytics, etc. most people want to bury their head in the sand, too overwhelmed to handle such terminology, let alone the processes needed to meet such criteria. Putting this information into layman terms not only helps the individual in charge of incorporating all the components but also benefits the end users of the website. The high search rankings and SEO that follows is really just an added benefit, not just for you the creator, but for the individuals trying to find what they are looking for. 

Importance of page load time

It is important that the content of the page loads quickly. This is a key factor in SEO and is crucial to popularity. Google takes page load time into account when recommending websites and let's face it, no one wants to sit and watch their page load, they will just move onto another choice, one with faster load times.

describe the image

Importance of providing educational/informational material

An educational feature offered on a website, for example, a product demonstration video, a PDF with detailed information about your product, etc, is important. Offering visitors the ability to view products and how to properly use them is a user-friendly facet that can drive internet traffic your way and help establish credibility with first time visitors. This informational and educational aspect is vital in the current internet market and offering it separates your website from the rest of the websites online, especially if you operate in a very technical industry. Most individuals will not know your industry's terminology or how to use elaborate machinery, offering a video demonstration and/or educational and informative literature, in addition to putting it in common language for first time users, is key for them to digest what it is you are offering. This may also motivate visitors to share your page, information, videos, etc. with other people who may not be familiar with your topic or industry, but want to learn.  

Importance of written content on your website

You also want to make sure that your website has a lot of verbal content. Pictures of your product are great, but if there are no key words or product descriptions, then there is no way for a search engine to crawl your page; after all, web crawlers seek out words people are searching for, not images, at least not yet. By introducing more detailed information about the products, search engine optimization will grow. The use of general keywords also needs to be incorporated in order for general product searchers to find your website; by optimizing your website for more commonly used phrases higher quality traffic will emerge, leading to more qualified buyers.

Picture 9It is also beneficial to introduce more informative content that aids end-users in finding the right product for them. A description of the product, information about what the product is used for, and some background information on the company who makes the product would help web crawling criteria and assist in a more optimized search, while also providing your visitors with valid information. This should also be incorporated into your home page so that the home page is crawled by a search engine and specifically surfaces during a search. However, with the detailed descriptions, caution must be taken. If the description of the product is the same as the descriptions on other websites, competition for that search grows. It would be recommended that the descriptions of products be tweaked, key words and phrases be incorporated, and links to other similar products you offer be introduced to those descriptions.

Importance of linking to other sites

funny seo comic resized 600

Linking to other pages is also helpful and increases search engine ranking. Don't be stingy with your products, offering visitors/customers other options shows them that you want what is best for them and again establishes credibility. This develops a rapport with your visitors and they are more likely to visit again.

Search engine optimization can be very tricky to master, especially because it is ever evolving. Adhering to these few tricks will help you become more familiar with what is required to keep your visitors returning and endorsing your product.

 If you like this blog, you may also enjoy: 

Why Blogging is the #1 Marketing Communication for Sales Leads


Meeting

Request Free Guide

Download our free guide to Internet Content and Online Prospect Relations Management.

Read More

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, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, Technical Writing, blogging, Content Creation, Industrial Marketing Content, CMS - Content Management System, Marketing Content, Advertising Design, Advertising Literature, Advertisement Design, Advertising Agency, Industrial Advertising, Cincinnati Advertising Agency, Business to Business Advertising, Business to Consumer Advertising

0 Comments

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.


If you liked this post, you may like:

Industrial New Product Introduction Marketing Communications Part 1/2

Industrial New Product Introduction Marketing Communications Part 2/2

 


Meeting

Request Free Guide

Download our free guide to Internet Content and Online Prospect Relations Management.

Read More