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
Often, when we engage a new client at Conach, they remark on how deep we delve into creating their marketing messages. While I hesitate to say that their current messages were insufficient, let’s say they weren’t all they could be. The following Read More
We are halfway through the 2nd month of 2022 and if you haven’t completed a construction marketing review, now’s the time. Here’s a checklist to get you started: Evaluate your construction marketing strategy First, take a hard look at the marketing strategy Read More
Blogs are an essential part of a firm’s marketing mix. The following are several factors to consider when working on your financial marketing blog campaign. Financial marketing blog campaign topics One of the difficulties of a blog is coming up with what Read More
It’s the new year and time to roll out your 2022 industrial marketing review. But before you do, you should review the following to be certain everything is in order. Your industrial marketing strategy review When implementing a marketing plan, are you Read More
In the 25+ years, I have worked with construction clients, I have had to help several avoid the misstep of copycat construction marketing. Understandably, emulating a successful competitor seems like a surefire marketing tactic, but it is not. While it’s true that Read More
Essentially, industrial marketing segmentation is dividing your customers into groups that make selling to them more effective. Most manufacturers do this in a broad sense by identifying potential customers that could use their products or services. However, you can use narrower criteria Read More
Typically, target marketing is employed to increase awareness and sales in a specific market, such as healthcare, construction, or manufacturing. However, it is a common misconception that financial target marketing is beneficial when focusing on individual industries only. While these campaigns are Read More
I guess before I tell you why a construction marketing drip campaign is an integral part of lead generation for contractors, I should define it. A drip campaign is a scheduled point-of-contact with prospects. The purpose is to stay in regular contact Read More
Recently, we have worked on new product launches for a couple of our manufacturing clients and the teaser campaigns were discussed. With these projects underway, I thought I would touch on some of the basics of an industrial marketing teaser campaign. What Read More