Just like construction projects, construction marketing programs involve several different areas. While you don’t have to be an expert in all of them, you should have a general understanding of the major components. This blog will give an overview of different areas Read More
Understanding the various industrial marketing leads you attract is critical to growth as a manufacturer. A detailed categorization is necessary for salespeople to turn a lead to a sale as they progress through the process. Let’s look at how I recommend industrial Read More
Establishing an industrial marketing distributor network is one thing, helping them sell your product is another. The marketing support program you establish needs to accomplish three primary functions: Generate a steady flow of opportunities Build market recognition of your product Provide the Read More
Your marketing program needs to include financial marketing cross-selling, or you are leaving potential sales on the table. It’s a common mistake to believe your clients know all the services your firm offers. By cross-selling, I don’t mean listing all your services Read More
At the risk of acerbating the tensions between marketing and salespeople further, I want to discuss the industrial marketing sales handoff. In the thirty plus years I have been in marketing, I have witnessed the blame game that goes on between these Read More
As we closeout 2022, you need to consider a construction marketing assessment. This evaluation will help you to determine what has been effective and what areas need to be addressed. Here are the areas to review: The construction marketing assessment of your Read More
With the end of 2022 fast approaching, it’s time for your industrial marketing analysis. Think of it as quality control for your business growth. Let’s go through the areas you should evaluate. Your marketing strategy With the complexity of a marketing plan, Read More
While the traditional sales funnel ends with the close, I believe the sales funnel should extend to financial marketing referrals. Referrals aren’t always a natural progression from having a happy client. Getting referrals takes effort but is well worth it. Remember, referrals Read More
Over the years, I have worked with many established manufacturers that need to conduct new industrial marketing. Many question this tactic because what they have done for years has worked up until now. And that is the key phrase, “up until now”. Read More
Glisser founder Mike Piddock describes audience engagement as “… providing an outlet for audiences to interact with, be it through an empowered presenter or a physical stimulus. It is making sure you don’t presume the attention of your attendees for the duration Read More
Customer experience is one of the core focuses of B2B companies today, and that includes construction firms. It is one of the best ways to ensure customers keep coming when they need construction services. Here are several customer experience trends that can Read More
As I mentioned in the past, I’ve often experience new clients that have difficulty explaining what they do. Of course, we help our manufacturing clients to create clear industrial marketing messaging, but here are some tips to avoid this issue: KISS Messages Read More
If you are like most accounting or financial firms, you have both business and individual clients. When developing a marketing strategy, you need to include both. Consequently, you should determine the best lead generation and marketing approach for each. This evaluation will Read More
When developing marketing messages, many companies take a more formal approach. In this technique, the messaging uses the company name and client rather than personal pronouns. For example, “ABC Construction provides clients with superior services” versus “We provide you with superior services”. Read More
Often lead generation activities uncover prospects that express interest in your products or services but don’t have an immediate need. An industrial marketing e-campaign can be a powerful way to maintain a connection with potential customers and current customers. While these campaigns Read More
Search engine optimization (SEO) is often a confusing topic for our financial clients. When discussing terms like SEM (Search Engine Marketing), keywords, longtail keywords, organic, off-page, and ad words, it’s no wonder financial marketing SEO is an enigma. For example, I could Read More
When speaking with potential clients about our prospecting call campaigns, I often review the process of industrial marketing sales calls. The way I explain the process is to break it down into three phases. While some of these may overlap, each has Read More
An issue I have seen many times when working with new clients is a lack of oversight of parts of their sales and marketing program. Even if you work with a long-time, trusted vendor, letting this management slip can cause serious problems, Read More
With the labor shortage, our construction clients often ask for our assistance when recruiting. First, let me say we are not HR people, and I explain that to clients. We are not educated in the legal requirements in listing job positions. However, Read More
Anyone that works with the financial industry understands that tax season can be all-consuming for tax professionals. However, taking a financial marketing break for 4-6 months can be detrimental to your firm’s success. The following are tips to help keep your marketing Read More