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
In my career, I have found clients who would never consider construction marketing rebranding and those who think it should be done often. In other words, those clients weren’t sure how to judge if a rebranding was in order. This article talks Read More
When you introduce a new product or service to the market, you need to approach it as a separate campaign from your ongoing activities. Here are several items to consider in an industrial marketing new product launch: Branding for an industrial marketing Read More
Over the years, I have worked with many old – and in this case, I’m counting any business open for over three years as old – clients that can’t understand why I tell them we need to practice new small business marketing. Read More
Often clients ask what one lead generation tactic they should be doing. The answer is that they should not be doing one but several. Using cross media in financial marketing is essential to obtaining new clients. Here’s why. Which cross media in Read More
After reading the title of this blog, you may think you should switch the order of customer satisfaction and construction marketing. That marketing comes well before creating a satisfied client. And you are correct, up to a point. Certainly, marketing is a Read More
In the last few months, we have seen an unusually large number of website projects at Conach. As the guy responsible for writing the content for most of them, I have explained to many clients how keywords in industrial marketing are used Read More
I was having a conversation with a new client about how customers find their type of services. I told him that first we need to determine if their sales are mainly reactive or proactive. You might be asking the same question that Read More
Growing clients for financial firms involves a plethora of strategies, messaging, techniques and metrics. However, when you multiply all of those tactics, it really results in creating financial marketing trust in potential client. After all, if the prospect doesn’t believe they can Read More
Recently, B2B industrial marketing has seen a trend to incorporate B2C tactics. Manufacturers are employing a business-to-consumer (B2C) model. This transition enhances or replaces the traditional business-to-business (B2B) practice of selling product through dealers. If you think this model will be effective Read More
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