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How Manufacturers Can Build an Inbound Marketing Machine

Posted by Greg Cawood on July 30, 2015 at 8:30 AM

Think about the last conversation you had about buying a new car. We’re willing to wager someone brought up the idea of shopping around on-line before visiting the dealership.

Today’s consumers are self-educators. The average consumer consults 10 sources before making a purchase, according to Google Analytics Advocate Adam Singer.  In the business-to-business world, 94 percent of buyers do some sort of on-line research before making a purchasing decision.

Ask yourself: What are these buyers seeing when they find my company? (That’s assuming they’re finding you at all. More on that later.)

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Topics: Inbound Marketing, Manufacturing Marketing

Inbound Marketing - An Overview for Manufacturers

Posted by Greg Cawood on July 28, 2015 at 9:07 AM

Whether you manufacture big pieces of machinery or tiny widgets, there are people who are interested in how the things you make get made.

It may not be everybody. But that’s just like life. If you’re at a party, and try to tell a story, you can’t assume everyone is interested, any more than you can assume no one is interested.

Your audience is out there. Maybe they’re connected to your industry, or maybe they just like knowing how things work.

Manufactures can find people who want to hear their stories – and by extension, do business with them -- through the practice of inbound marketing.

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Topics: Inbound Marketing, Manufacturing Marketing

8 Kinds of Marketing Videos For Private Schools

Posted by Greg Cawood on July 21, 2015 at 8:30 AM

Parents who go in search of private schools for their children will likely start their search online. What will they see when they find you?

With luck, you've already established an inbound marketing campaign that utilizes search engine optimization, content marketing, social media and video.

It's that last point we'd like to focus on. Last time, we talked about how video can help private schools tell their stories, by sharing what life is like on campus and allowing prospective students to imagine themselves there.

Now, let's take a closer look at the nuts and bolts of video, and the things you'll need to consider before you start filming.

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Topics: Inbound Marketing, video marketing, Private School Marketing

How Video Marketing Improves Private School Enrollment

Posted by Greg Cawood on July 16, 2015 at 8:30 AM

Video is fast becoming the dominant form of content on the internet, and you'd have to try pretty hard to find a business that wasn't using some sort of video to sell its product.

Realtors put videos of homes on-line in order to give clients a virtual tour. Online retailers use videos to share their latest ad campaign. Tech companies make videos that show off all the bells and whistles of their newest smartphone or tablet.

Pick an industry, and you'll find a business there using video to tell their stories.

Your private school should be part of that trend. Video can help you communicate with your pupils and their parents, to document big events at the school, and to engage potential students.

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Topics: Inbound Marketing, video marketing, Private School Marketing

How to Ensure Your Content Marketing Connects With Your Prospects

Posted by Justin Phillips on July 14, 2015 at 8:30 AM

Your company is in the business of making things, but it's run by people.  Does the content on your website reflect that?

If you said "Yes," then that's great. This post isn't for you.

If you said "No," don't worry. There are ways you can -- to borrow a phrase from The Police -- "rehumanize yourself."

Here are five suggestions of how content marketing for manufacturers will help make your content more personal:

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Topics: Content Marketing, Manufacturing Marketing

Disaster or Delight: Responding to Social Media Complaints

Posted by Greg Cawood on July 9, 2015 at 8:30 AM

Everyone stops to stare when they see a car crash.

The same sort of idea applies to social media and bad customer service: if your company screws up and a customer complains on Facebook, Twitter, etc., chances are a lot of people will engage in a bit of online rubbernecking.

Think of director Kevin Smith – 2.8 million Twitter followers – documenting his removal from a Southwest Airlines flight in 2010 after the pilot said Smith was too overweight to fly. The airline apologized, but that didn’t stop the story from going viral, or the National Association for Fat Acceptance from calling for a boycott.

But a bad customer service experience doesn’t need to involve a well-known filmmaker up against a giant corporation to go viral.

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Topics: Social Media, Inbound Marketing

What Are Micro Conversions and Why You Should Monitor Them

Posted by Justin Phillips on July 7, 2015 at 9:30 AM

The mightiest oak was once a little nut that stood its ground.

You might have seen that quote before, courtesy of your Facebook friend who likes to share inspirational memes.

It’s a good message to keep in mind when thinking about inbound marketing for manufacturers: the smallest action taken by one of your prospects could have mighty results.

We call these actions “micro conversions.” The term describes a scenario where a prospect does something that shows interest in a company, although not to the point that the prospect is ready to be considered a sales lead.

Here are five kinds of micro conversions companies should watch out for.

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Topics: Inbound Marketing, Manufacturing Marketing

The 3 Reasons Why Inbound Marketing Works For Niche Businesses

Posted by Greg Cawood on July 2, 2015 at 9:00 AM

A company that makes medical tubing probably won’t advertise on the side of buses.

A business that crafts custom furniture isn’t likely to buy ad time during the Super Bowl.

For manufacturers in niche industries, there aren’t a lot of opportunities to do traditional outbound marketing such as TV spots, billboards or print advertising.

That’s why inbound marketing is so important for niche manufacturers. Here a few points to show why inbound should be your choice when it comes to manufacturing marketing.

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Topics: Inbound Marketing, Manufacturing Marketing


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