In my last couple of blogs, I wrote about defining marketing and developing a marketing program. (check out the links if you’re interested). In this blog, I want to discuss the marketing team. When pulling together a construction marketing team, you need Read More
Hopefully, you have your 2021 industrial marketing process up and running. If not, it’s not too late. In fact, it’s never a bad time to begin a marketing process. Now in my blog, The Financial Marketing Definition, I make the case that marketing Read More
After over thirty years of working in the industry, I have had numerous clients ask what is the financial marketing definition? The American Marketing Association (AMA) defines it as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging Read More
Recently, Conach has been fortunate in acquiring several new clients, mainly in the industrial market. As part of our discovery phase, we help new clients develop a database of potential customers. When working on this list, we always consider the industrial marketing Read More
Undoubtedly, the COVID-19 crisis has had an impact on many aspects of business. And financial marketing advertising is no exception. Keeping this essential part of building brand recognition and top-of-the-mind awareness still needs to be part of your program even in these Read More
How you perceive the services or products you provide customers has a critical impact on your industrial marketing strategy. For example, in medicine, you are either a general practitioner or a specialist, and most message development in business-to-business marketing follows the same Read More
With the continuing COVID-19 crisis, the limits on in-person meetings have made one of the prime lead generation tactics for contractors, networking, difficult. For this reason, a construction marketing e-mail campaign has become an even more critical marketing tool. Defining a construction Read More
Are you promoting all your products and services? Often, I have seen clients that focus on one or two products or services instead of a program of small business marketing cross selling. How do you know if you aren’t cross selling? If Read More
Recently, a shift has occurred in what OEMs expect from their supply chain. Consequently, manufacturing suppliers have had to redefine customer service to go beyond meeting delivery dates and quality specifications. Of course, those criteria are essential, but other factors are gaining Read More
In this article, I want to address the elements of financial marketing branding. This topic isn’t about building brand awareness, but the steps needed to create the proper brand. A brand that represents your firm in a way the expresses who you Read More
As we approach the 4th quarter of a unique year, I hope you remember your 2021 construction marketing plan. If not, the following is an overview of the blueprint that can help you develop a proactive and effective program. Review your construction Read More
While white papers have been a longstanding tool in industrial marketing, they are becoming increasingly essential. Industrial marketing white papers tick off many factors on the lead generation checklist. First of all, a white paper highlights your industry knowledge and establish you Read More
After working with construction clients for over two decades, I have learned that construction marketing lead generation is a different animal. While you uncover opportunities regularly in B2B lead generation campaigns for manufacturers or accountants, it is unlikely you’ll contact an owner Read More
When you own a small business, understanding the various leads you attract is critical. Leads can involve several classifications during the sales process. Of course, a detailed categorization is necessary for salespeople to turn a lead to a sale as they progress Read More
When working with financial clients, I have found that they have difficulty distinguishing their firm from others. After all, most accounting or financial advisors offer similar services. Of course, the limitations of meeting compliance for financial advisors’ marketing text doesn’t help. The Read More
By now, most people know that an effective social media campaign is a result of what you post and how often. The challenge for most B2B marketing social media is having the topics to develop posts. In this article, I’ll look at Read More
When I refer to industrial marketing ability, it’s not about the ability to market manufacturing services. I’m speaking about a message development technique that focuses on your abilities as a manufacturer. I call it the “ility” technique – you’ll see why once Read More
As states and communities begin to reopen, it will not be business as usual. There will be faster and slower returns to normalcy, or at least what that will be as dictated by COVID-19. Employees and customers will be happy to have Read More
Now that several stay at home orders are loosening, we will be getting back to a different form of “business as usual.” With everything that will be going on to stay safe as the COVID-19 crisis continues, don’t neglect your financial marketing Read More
With all the new guidelines and procedures that need to be in place regarding operations during the COVID-19 pandemic, be sure to pay attention to the other areas of business. For example, reviewing your industrial marketing program. As we start to get Read More