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

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

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

Carbon Products Manufacturer Triples Production Rate, Upgrades Screening Efficiency

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

SWECO_Process_Equipment_Marketing-1.jpgSolution:
The manufacturer called in SWECO District Engineers to perform screening tests, using an 18” diameter SWECO Vibrating Screen Separator. This small unit, with less than 2 square feet of screening area, immediately screened more material than a conventional screen with 20 square feet of screening area. A more efficient separation was also obtained in using the SWECO Separator. As a result of the test runs, the company installed a 48” diameter SWECO Separator. This three-deck unit is equipped with screen cloths of various mesh sizes - according to product sizes needed - and a special dust cover.

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

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

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

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Volvo CE Crosses Channels for the Lead - Construction Equipment Marketing

Wed, Dec 09, 2015 @ 01:50 PM / by Chuck Lohre posted in Construction Equipment Marketing, Internet Marketing, Social Media, Industrial Social Media Marketing, Social Media Marketing and Advertising

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Heather FletcherDecember 1, 2015

Thanks to Target Marketing

Volvo Construction Equipment North AmericaB-to-B marketers always want their own examples of marketing success, says Joel Book, principal of marketing insights for the Salesforce Marketing Cloud. Speaking during the company conference, Dreamforce, he chose Volvo Construction Equipment North America as the perfect example to highlight, full-screen, in a movie theater at Westfield San Francisco Centre.

“Everything is focused on the customer,” he says of the “innovator” that’s brought in $100 million in sales of new and used equipment during each of the past five years using its cross-channel digital program.


Challenge: Nurture and convert leads.

Solution: Cross-channel marketing.

Results:

  • $100 million in annual sales due to digital marketing
  • 27 qualified leads from Facebook Custom Audiences alone
  • 30% lower cost per lead with FCA

Book’s session on Sept. 16, “How Smart Brands Use Digital Marketing to Acquire, Engage and Retain,” shows how Volvo CE extends its brand promise across all channels.

“All marketing is not just direct marketing, all marketing is now cross-channel,” he says. “We don’t know through which channel our buyer is going to engage with us. It could be via social media, it could be online, it could be in-store. What we do know is this: Every channel matters. Every channel has an influence on the customer.”

Volvo CE uses SEO and social media (Twitter, Facebook and its YouTube channel) to drive site traffic, with all site visitors being invited to sign up for its monthly newsletter. (Another option, the newsletter for used equipment, runs bimonthly.)

Facebook is the No. 1 social media lead generator, Book says.

“Everything is focused on driving traffic to the website.”

For example, specifically using Facebook Custom Audiences, Volvo CE targeted American and Canadian aficionados of its competitors’ brands who look like Volvo CE’s best customers and are 23 and older. Volvo CE’s Facebook ad got nearly 300,000 ad impressions. From there, 9,485 clicked and 27 became direct sales-qualified leads for the high-priced products. At more than $2,000 per lead, that was a 30 percent reduction in cost per lead. The campaign additionally prompted new email subscriptions and drove downloads of the Volvo CE Insider app.

Leads then head through Dun & Bradstreet’s data overlay for cleansing, Book says, before they’re placed in Microsoft Dynamics CRM. “Salesforce Marketing Cloud integration with [the] CRM system enables Volvo sales reps to track leads, manage opportunities,” reads his presentation slide. A sales representative with one of the 130 dealers gets the Salesforce lead report. The rep then sends a personalized “thank you” email to the buyer. All of that happens within 24 hours.

“The linchpin of Volvo’s digital marketing strategy is what they do through email,” Book says.

Email is the top lead generator and converter, and is industry-specific.

“The reason I say that Volvo has doubled-down on email — and this is a trend across a lot of different successful brands, gang,” Book says, “[is] five out of 10 B-to-B marketers say email is their single-best channel for generating leads.”

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B2B Website Checklist for Industrial Marketing

Wed, Jul 22, 2015 @ 04:45 PM / by Chuck Lohre posted in Process Equipment Marketing, Website Design, web development, Web Design Company, Cincinnati Web Design Agency, Cincinnati Website Design, Inbound Marketing, Marketing Automation, Social Media Marketing and Advertising, Industrial Social Media Marketing, Business to Business Marketing, Web Design, Industrial Website Design

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Thanks to Jeremy Durant for inspiring this post as a fine tuning for your industrial marketing site.


Use this checkist to review your site and remember, don't throw out your entire site. Fix these problems while you update the look and feel slowly and consistently.

1. Is your site accurate?
Web Design and Web Development checklist image 1

2. Use your colors, fonts and white space to direct attention?
Web Design and Web Development checklist image 2

3. Help reach your goal?
Industrial Web Design and Web Development checklist image 1

4. Have testimonials on your site?
Industrial Web Design and Web Development checklist image 4

5. Educational?
Industrial Web Design and Web Development checklist image 5

6. Use any black hat SEO methods?

7. Use the same phrases in your copy that you want visitors to find you for?
Industrial Web Design and Web Development checklist image 7

8. Function on a smart phone?

9. Written for Buyer Personas?
Industrial Web Design and Web Development checklist image 9

10. Use your prospect's social media?

11. How many visitors generate a new prospect?

12. Easy to edit?

13. Easy to navigate?

14. Focused on one visitor's needs?
Industrial Web Design and Web Development checklist image 14


CONCLUSION:

In the final review, it's most important that your site come up in the search engines for the search phrases you want to be found in. If not, buy adwords, remarketing, or LinkedIn ads until you do.


 If you liked this post you may like, "Pay Per Click - Good Industrial Marketing Idea or Money Pit?"


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

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Hubspot: The Solution for "No Time" Marketing Communications

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

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

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

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

Easy to Edit

Easy To Edit Marketing Communications resized 600

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

Defines Your Brand

Brand Definition Marketing Communications resized 600

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

Focused Page Content

Website Page Performance Marketing Communications resized 600

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

Teaches You How To Blog

How To Blog Marketing Communications

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

Audience Love

Make Love Not Spam Marketing Communications resized 600

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

Email That Gets Through

Spam Proof Marketing Communications Email resized 600

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

Competitive Insight

Competitve Marketing Communications resized 600

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

Trends and Suggestions

Marketing Communications Trends resized 600

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

Training, Training and Training

Marketing Communications Training resized 600

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

Ready For The Future

Smartphone Marketing Communications resized 600

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


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


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

Mon, May 25, 2015 @ 12:12 PM / by Chuck Lohre posted in Industrial Marketing, 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

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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.)

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7 Ideas for Every Day Industrial Marketing

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

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

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

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

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

7 Metrics Every Marketer Should Check Weekly

1) Blog Post Views

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

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

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

 integrated-analytics

How to Improve Your Blog Views

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

2) CTA Clickthrough Rates

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

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

puppy

How to Improve Your CTA Clickthrough Rates

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

3) Social Media Reach

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

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

social-reach

How to Improve Your Social Reach

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

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

4) Email Clickthrough Rates

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

email-hubspot

How to Improve Your Email Clickthrough Rates

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

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

email-hubspot

5) Landing Page Conversion Rates

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

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

How to Improve Your Landing Page Conversion Rates

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

6) Traffic Sources

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

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

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

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

sources-graph
sources

How to Grow Your Traffic

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

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

7) Monthly Goal Progress

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

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

dashboard

How to Get Ahead of Your Monthly Goal

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

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

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


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

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FAQ: What are the Best Industrial Marketing Social Media Sites?

Thu, Jan 30, 2014 @ 02:06 PM / by Chuck Lohre posted in Metalworking Equipment Marketing, Industrial Social Media Marketing, Social Media Marketing and Advertising, Social Media, Marketing, Internet Marketing, Inbound Marketing, Marketing Automation

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There is no -- or easy -- answer to the title question. Each industry has its own (preferred) social media. For some, it's merely the professional association and its meetings. For others with indy pros scattered worldwide, it might be a forum. For still others, it's the ancient (tho time-honored) newsgroups. LinkedIn likely has the greatest concentration of industrial marketing social media groups than any other channel but like any group, it's only as good as the members of the group. In the following post, I'll review (the good, the bad and the ugly) the esoteric social media groups I belong to for business and pleasure.

Industrial Marketing Green Building6 Forum

 

 

 

 

 

 

 

 

 

 

1. GreenBuildingTalk is my number one favorite group of experts in the Green Building industry that participate in the insulated concrete form industry forum. These folks will answer just about any question a potential homeowner or professional might have in a matter of minutes. All of the industry experts, I know of, participate and are quick to chime in if the question matches their area of expertise. Check it out if you are considering building an extremely energy efficient home or office.

Industrial Marketing Machine Tools6

 

 

 

 

 

 

 

 

 

 

2. The second pick we started using back in the '90s to participate in the activities of machinists that use Computer Numerical Control to run their machine tools. This is a newsgroup and you will need a newsgroup server service (we use Newsgroup-Binaries.com), and a reader (we use Thunderbird). Newsgroups were internet pioneers and still the worldwide leader in internet communication. I'm not sure why we don't hear more about newsgroups in the popular media. One thing might be that along with the useful stuff there is also access to every weird, unusual and uncensored subject, passion or topic humans can think up. Subscription services may be required because your local internet service provider stopped serving some of them a decade ago.

Industrial Marketing Nexdoor6 Clifton

 

 

 

 

 

 

 

 

 

 

 

 

3. Number three on our list is any local community list server. It's an instant way to get the word out to the community. This service is slowly going away and will be taken over by other social media platforms like Nextdoor, a neigborhood-based social media network that our community uses a lot including the city (posts from road maintenance and the local police district). Neighbors use it to let everyone know about scammers, for instance, or to report a lost of found pet. Still others use to ask for home repair advice or to offer freebies like no longer needed furniture.

Industrial Marketing LinkedIn6

 

 

 

 

 

 

 

 

 

 

 

 

4. Finally, we get to LinkedIn, the social media group for most professionals. I was inspired to write about this topic because of a post in B2B Marketing by "What are the real B2B social networks in the world?" The only problem with LinkedIn is the ability to start an industry group. Google doesn't index the groups, so there is no way for individuals to find you. Not many users search the groups for relevant ones. You have to search out the users and invite them. And then nurture them in the group until you reach some critical mass.

Industrial Marketing ILSCO2505. Then Facebook, which isn't exactly an industrial social platform but it can be used as a company newsletter. One we like is managed by our client ILSCO. It contains local sports activities, personal milestones and company product news. They do a great job with it.

5. Twitter! Hubspot is all over this platform and offers amazing monitoring tools for marketers. It's an important way to stay on top of industry news. Industrial trade journal editors, legislators and corporate management follow Twitter hashtags. Another important use of Twitter is as trade shows. We're looking forward to staying up with all the activities at CONEXPO- CON/AGG show in Las Vegas next month. With 50,000 attendees and 2,500 exhibitors, it's a giant show and besides Twitter you can also use you GPS locator on your smart phone to help you navigate the show floor!

To conclude,  industrial marketing social media come in different forms for different industries. You must search out the ones that are appropriate to your industry. You'll have to personally search the newsgroups, LinkedIn and Facebook since they aren't indexed by search engines. The future of marketing is in nurturing and participating in internet social media sites. If there isn't a forum for your industry, now's the time to create one. It's a once-in-a-lifetime opportunity for your industrial marketing.


If you liked this post you might also like, "Why Blogging is the #1 Marketing Communication for Sales Leads."


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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

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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
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Show LinkedIn Friends Respect If You Want to Maximize Your Industrial Marketing

Mon, Jan 20, 2014 @ 10:03 AM / by Chuck Lohre posted in Industrial Marketing, LinkedIn, Marketing, Business to Business Marketing, Internet Marketing, Social Media, Industrial Social Media Marketing, Social Media Marketing and Advertising

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Hubspot's social-sharing toolbar has made it so easy to share interesting (often irrelevant) stuff with LinkedIn groups that it's tempting to dis your friends while "marketing."

Can you really have too many friends or groups of friends? We think so as does LinkedIn. It's a good thing there'a limit to the number of industrial marketing LinkedIn groups a person can join. It forces us to review groups and decide the best mix when we're ready to message them. We're part of the minute industrial marketing industry. Many of our clients have 25 core customers carved out of a universe numbering around 150. That sort of elite marketer is not in the business of using LinkedIn as part of its go-to-market strategy. Others have uber-competitive markets so secretive you don't dare share anything about that industry. Yet many others find LinkedIn is just right for keeping in touch with industry peers and (just maybe) a potential customer may contact them.

For us, we want to follow large chemical process equipment marketing to the chemical and food engineering markets. There aren't many groups in that category. Another is larger-than-a-car-machining operations. Not many there either. Probably the best groups for us are building-materials networks and sustainable-products -- those are quite large markets.

Which brings us to oversharing, or more importantly wrong-sharing. A recent LinkedIn post I received was from the Technology Marketing group: "The lack of Comments from Members on the posts being allowed into the Discussion area should speak volumes to Moderators." This is the biggest problem with nonspecific posts on groups. Right, they aren't part of the conversation. They're trying to start another one and, frankly, no one is listening. Oversharing or straying off topic is so rampant (and I have been guilty) that I want to be part of the solution.

And so I'd like to present a few of my LinkedIn role models and kindred spirits, who are elevating the LinkedIn dialogue. I made friends with these folks over the years -- they post relevant content and always respond to my LinkedIn musings. In other words, they respect the LinkedIn bond we have established for mutual benefit and a greater good.

Isaiah Adams Industrial MarketingIsaiah Adams, "I love working with creative minds and solving problems. Marketing and Brand Strategy are my passions." Isaiah always has some great insights. And he's started a one minute marketing video series.
 Leslie Fultz Industrial MarketingLeslie Fultz, "The successes at Cincinnati Maintenance would not be possible without a strategic plan to showcase our business on the internet." Leslie is a leader in everything he does. He was video when video wasn't cool.
 Tom DeFratte Industrial MarketingTom DelFratte, "Created and implemented a professional social media campaign for Winkle Electric Company." I met Tom at a GlobalSpec online marketing expo and conference. All of us marketers hung out in the chat room. Tom knows that it takes time and effort to gather a qualified Twitter following and he's done it for Winkle.
 Jeremy Begley Industrial MarketingJeremy Begley, "My objective is to forge a career in the home performance/green-durability building sector." From a renewable energy student at my Cincinnati State class to building and selling a home performance company and its top internet marketing brand, Jeremy is a true internet marketer.
 Gary Gilbert Industrial MarketingGary Gilbert, "Started at the ground level with HGC Construction soon after school and continued to learn and advance to my current position as a VP for the company." HGC is a great company. The secret to their success is, "Everyone sells the company."
 Jim Lucy industrial MarketingJim Lucy, Chief Editor at Penton. Thanks for the recent post of a video revealing that you can by any type of light bulb at Amazon. I just went there and purchased $50 worth! Trying to solve my 40 watt intermediate base to LED conversion problem.

So the takeaway and the challenge is to post only relevant material to blogs. Solemnly vow here and now -- New Year's style -- to observe and respect this simple rule. (There's karma in the blogosphere too, ya know.)

A good place to start is to write a blog post in response to another's post. Look for our reply to K4 Architecture's post tomorrow.


If you liked this post, you may also like, "Why Blogging is the #1 Marketing Communication for Sales Leads."


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