RPM's Content Marketing for the Industrial Space

CONTENT MARKETING FOR INDUSTRIAL COMPANIES

RPM Program Overview

HOUSEKEEPING

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• Presentation will take approximately 45 -50 mins

• All attendees are in listen only mode

• We encourage questions, if you have questions please

type them in the question box on the lower right of the

gotowebinar panel on the right hand side of your

screen.

RPM Program Overview

YOUR HOST . . .

Kathy Hokunson –

Digital Solutions Executive

ThomasNet RPM

Content Marketing for Industrial Companies // Minnesota March 2014

AGENDA

• Making Your Content Work for You

• Understanding Today’s Industrial Buyers

• Components of Industrial Content Marketing

• Tools of the Content Marketing Trade

• Where Should You Start?

• Review & Questions


CONTENT MARKETING DEFINED

• Content marketing is a marketing technique of

creating and distributing relevant and

valuable content to attract, acquire, engage and

nurture a clearly defined and understood target

audience – with the objective of driving profitable

customer action.

PUSH

PAID

RENT

Email

VS.

PULL

EARN

OWN


UNDERSTANDING TODAY’S INDUSTRIAL BUYERS

Thoughts from The Director of Global Procurement of a

Fortune 50 company . . .


Supplier Discovery Process


????


UNDERSTANDING TODAY’S INDUSTRIAL BUYERSHOW BEING TOP OF MIND DRIVES SALES

Associate your company

as a thought-leader in

your industry through

news, educational

content, and brand

advertising.

This creates awarenessand associates your

company/brand as a

market leader.

EDUCATE SEARCH EVALUATESHORT

LISTRFI

Which reminds buyers to

look for you when

they’re searching for what

you do…

And reinforces your

position as a market

leader when buyers are

comparing you to your

competitors…

And helps buyers feel

confident about

partnering with you.

Which increases your

chances at getting to the

top of the shortlist…


WHAT THE BUYER WANTS TO KNOW . . .

• Company Profile

• Geographic Footprint

• Industries Served

• Current Customers

• Annual Sales

• Services/ Products Available

• Key Manufacturing Equipment List

• Product Samples

• Machine Capacities

• Quality Practices

• Performance Metrics

• Cost Collaboration

• Success Measurements

• Client Benefits

• Management Contacts

• Diversity Classification


ARE YOU GIVING YOUR POTENTIAL BUYERS WHAT THEY NEED???



LISTRFI

Company Profile

Services

Available

Products

Available

Industries Served

Current

Customers /

Project Samples



LISTRFI

Highlight Performance

Illustrated solid measureable performance in Quality, Cost,

Service, Delivery.

Focus on Differentiation

Communicated why a buyer should be interested in

swapping an existing supplier for their company.

Solution Driven

Presented key examples of how they came to the table with

solutions and innovation. How does your capability enable

them to meet its Customer’s needs?


YOUR IDEAL PROSPECT IS LOOKING FOR EXACTLY WHAT YOU DO…


LISTRFI

HOW DO YOU MAKE SURE

YOU ARE IN THE

RIGHT PLACE AT THE

RIGHT TIME WITH THE

RIGHT INFORMATIONTO GET ON THAT SHORTLIST?

THE MARKET YOU’RE IN

YOU

YOUR PROSPECT’S SHORTLIST



Primary goal…

Clearly identify who is your primary audience

so we can develop and reach your ideal

prospects with content and information they

would find interesting and useful.

PersonasPersonas are…

“The aspect of someone's character that

is presented to or perceived by others.”

Personas help drive strategy…

“Often times, we’re so focused on

requirements we forget who’s actually

using the system.”Source: Elastic Path Software

CONTENT MARKETING CONCEPT . . .


Design Engineers

Focus: Form and function

Job Function: Degreed engineers or

manufacturing professionals.

Focus on problem solving.

Adept at reading and creating CAD drawings and part drawings.

Design to manufacture.

Designs can use existing products and newly designed components.

Buying Behavior: Strong input in the buying

decision, but not usually a decision maker.

Need to know as much as possible about the product.

Desktop computer

Background& Personality: More limited personal skills.

Would prefer not to speak to people to gather needed information.

Appreciate detailed technical information.

TARGETED PERSONAS. . .


Procurement Managers

Focus: Cost, delivery time and reliability

Job Function: Get a BOM (Bill of Materials) from

design engineers listing what is required to make the product.

Research and contact suppliers.

Collect and keep on file all technical information and product information

including: certifications, MSDS (Materials Safety Data Sheet) and

Declaration Information

Buying Behavior: Final decision makers

Negotiates price and delivery.

Desktop computer.

Background& Personality: Not engineers, but can read

prints.

Knowledgeable about manufacturing and products.

Tougher personalities, used to negotiating.

TARGETED PERSONAS. . .


TRADITIONAL MARKETING

CONTENT

TRAFFIC

ENGAGEMENT

Cold Calls / Email / Trade Shows

You have content

but is it attracting the

right visitors?

?

Your web traffic is up

but are you converting

visitors into customers?

You have landing pages

but do you know how people

are getting there?

?

COMPONENTS OF CONTENT MARKETINGMAPPING MARKETING STRATEGY TO BUSINESS GOALS

“Grow Revenue 10%”

Website Content / Trade Magazines

Press Releases / Newsletters

Brochures / Line Cards

SEO / PPC / Social?


TRADITIONAL MARKETING

CONTENT

TRAFFIC

ENGAGEMENT

You have content

but is it attracting the

right visitors?

?

Your web traffic is up

but are you converting

visitors into customers?

You have landing pages

but do you know how people

are getting there?

?

?

You need conversions

to generate revenue and

meet the goal.

STRATEGIC

CONTENT MARKETING

CONTENT

TRAFFIC

ENGAGEMENT

CONVERSION

Quotes / RFQ / Sales


a


Cold Calls / Email / Trade Shows

Website Content / Trade Magazines

Press Releases / Newsletters

Brochures / Line Cards

SEO / PPC / Social


TOOLS OF THE CONTENT MARKETING TRADE

Marketing Automation Software


TOOLS OF THE CONTENT MARKETING TRADE

• Tools don’t change anything by themselves


CONTENT TRAFFIC CALL-TO-ACTION CONVERT

Create good content Generate more traffic Convert traffic to leads Convert leads into sales Design responsive website

Author landing page content

for targeted verticals and

personas

eBook Research

eBook Graphical Design

Author eBooks for Persona

Targeted Content

Author Blog Content targeted

at your personas

Advertising on relevant

Industry directories

SEO Keyword Research

SEO Adjustments to Website

SEO Reporting

Twitter Setup, Posting, and

Community Building

LinkedIn Setup, Posting, and

Community Building

Facebook Setup, Posting, and

Community Building

Google+ Setup, Posting, and

Community Building

Design and Create Call-To-

Action Buttons to promote

eBooks & content offers

Add Buttons to Website

Create Smart Forms

Add Blog Link to Website

Add Social Media Icons to

Website

Prepare contact list

Segment list into up to 5

groups

Nurture leads with regular

emails

Setup lead nurturing tracks

Author lead nurturing emails

Setup lead scoring system, to

automate conversion from

marketing lead to sales lead

TRACKINGLastly it is important to gauge your campaign’s performance through constant tracking, analysis and reporting of key metrics. This information gives your IMS the real-time intelligence necessary to make adjustments as needed to ensure your ongoing success.

COMPONENTS OF CONTENT MARKETING


Targeted Personas: clearly identify who

our primary audience is so we can

develop and reach your ideal prospects

with content and information they

would find interesting and useful.

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THOMASNET RPM CASE STUDY:

ARCHER WIRE


At the beginning of the program we took Manor Tool’s prospect

list and loaded it into Hubspot. On that list was:


On January 23rd at

4:41pm someone from

Archer Wire went to…

…and searched for:

“Culen Tool and Mfg CO

Brookfield Illinois”

Culen Tool has no

website. This user was

forced to look for an

alternative service

provider.


ThomasNet is running a campaign for

Manor Tool with a broad match for “manufacture” and

“tool”. The ad was served to the Archer Wire user for the

“Cullen Tool” search……


In the Hubspot reporting we know they clicked on the Google ad

for Manor Tool…


…and saw this page but took no further action.


ThomasNet researched and

authored an eBook on behalf of

Manor Tool focused on

reducing cost of stamping

services…

On February 5th ThomasNet

sent this email to the manor

Tool prospect list promoting that

eBook…Larry from Archer Wire

is on this list.


Hubspot reporting shows that Larry from Archer Wire received it,

opened it, and clicked on it…


He reviewed 10 manor

Tool website pages over

90 seconds and left the

site…


…and also confirmed his identity for future tracking.


On February 21st we

sent an email to the

prospect list

promoting an eBook

on how to choose the

proper edge design…


…we know that

Larry from

Archer Wire

received it and

opened it, but

performed no

action.


On April 11th we sent

an email to the entire

contact list reviewing

recent blog posts,

awards, and videos

added to the site…


…we know that Larry from Archer Wire received it

but performed no action.


On April 25th at 2:20pm we know that Larry from Archer Wire went to and

searched for by name…spending 60+ seconds on one page…

This type of user activity usually signals a

phone call…


…ThomasNet called Manor Tool to see if this prospect had

called.


…Manor Tool was not sure. So the Manor Tool sales

manager called Larry at Archer Wire and…

Tooling jobs average $40,000 each!


Anonymous Visit

Anonymous Visit

Anonymous Visit

Anonymous Visit

Anonymous Visit

Anonymous Visit

Conversion Contact

6/17 @ 1:26pm – Visit from

Google: “metric tons to net

tons”1 Page View

6/18 @ 11:30am – Visit Direct to Site:1 Page View

7/15 @ 11:48am – Visit

from Google:1 Page View


Google: “metric ton to net ton conversion”1 Page View


Google: “convert net ton to metric

ton”1 Page View

9/9 @ 2:16pm –Visit from

Google: “v beam profile roof

sheets”14 Page Views

9/9 @ 2:45pm Troy Davis Converts to

known lead on “Product Brochure”

9/16 @ 3:10pm –“This is a major

sales opportunity. Will fill you in next

time we speak.”

Automated & personalized email to customer from RPM

Strategist, alerting to large opportunity

DOES IT REALLY WORK?WATCHING THE SHOP


Why we believe RPM can

be the ideal solution for

you….


ARE YOU RIGHT FOR RPM?

• Do you wear both the sales and marketing hats?

• Do you have a limited or overworked Marketing

Department?

• Have you tried or considered trying some digital

marketing tactics?

• Do you have specific sales and revenue goals?

• Is there an opportunity for your marketing efforts to

more effectively support your sales efforts?

• Do you wish your marketing efforts were directly tied to

your revenue goals?

• Do you wish you could be an expert in all things related

to your marketing efforts?


Thomas’ depth of industry

knowledge sets us apart from

the rest. No other company

has the insight to understand

how to position your products

and services within the online

industrial marketplace.

Our Dedicated team of

Engineers, Industry Experts

and Web Technology

specialists partner with each

customer to design and

develop a comprehensive

web strategy that give them

the competitive advantage

they need to succeed.

That’s the

Thomas Difference.

Anthony Chatfield

Julian Gaviria

Senior Graphics

Designer

Andrea Bass

Digital Media

Product Manager

Phil Paranicas

New Product

Development

Hameem Kader

SEM Analyst

Kevin Feather

Content Writing

Manager

Susan Kaminsky

Enterprise

Syndication Manager

Industrial

Marketing Strategist

Shawn

Fitzgerald

VP Web Solutions

ENGINEER

Bryan Doring

Content Engineer

Manager

ENGINEER

Joe Nieckarz

Custom Manufacturer

Market Expert

ENGINEER

Dayna Latham

RPM Solutions

Engineer

ENGINEER

Frank Rovella

Technical Content

Writing Manager

ENGINEER

Mike Grugnale

RPM Sales

Manager

Matt Shanley

Marketing Strategy

Implementation

Brittany Asciolla

Social Media

Manager

HOW CAN RPM HELP…


WHY THOMASNET AS A PARTNER

aEXPERIENCE

aFOCUS & EXPERTISE

aROBUST PLATFORM

aPARTNERS/SYNDICATION

110+ Years serving Industry 18 Years on the Web 5000+ sites

B2B / Industrial only Staffed by engineers

Most demanding catalogs Proven “big site” SEO

engine

6 large distributors and counting Ariba, Intergraph, Fastenal,

Kaman, BDI and more

Developed new product for distribution of parts

Worked with Hootsuite to develop their platform

Discussed company profile development with LinkedIn

More advanced Social Media services

Watched aggregate traffic climb for customers after Google

Hummingbird Algorithm change

Updated e-commerce Tax tables to reflect changes in law

Allow foreign currency in e-commerce

ThomasNet mentioned by Rand Fishkin in video on SEO

Finalized Hubspot partnership

Social Media mentioned in WSJ Blog

Time Magazine for contract manufacturing

http://www.google.com/url?sa=i&rct=j&q=hubspot+certified&source=images&cd=&cad=rja&docid=9zgdIwiv49gAbM&tbnid=kYSOXhheeCB-pM:&ved=0CAUQjRw&url=http://www.whitespace.on.ca/hubspot-certified-partner-canada/&ei=xKthUbT2E6nj0gHD4ICYDQ&bvm=bv.44770516,d.dmQ&psig=AFQjCNGbOI6rh9NO7YkyPZEbD4G49NO3Bw&ust=1365441848962252

http://www.google.com/url?sa=i&rct=j&q=hubspot+certified&source=images&cd=&cad=rja&docid=9zgdIwiv49gAbM&tbnid=kYSOXhheeCB-pM:&ved=0CAUQjRw&url=http://www.whitespace.on.ca/hubspot-certified-partner-canada/&ei=xKthUbT2E6nj0gHD4ICYDQ&bvm=bv.44770516,d.dmQ&psig=AFQjCNGbOI6rh9NO7YkyPZEbD4G49NO3Bw&ust=1365441848962252


REVIEW

• Content marketing maps YOUR online strategy with

your PROSPECTS’ buying habits…

…ThomasNet RPM makes it happen.


WHERE TO START?

• Set goals

• Determine who your primary target audience is

• Strategize what they might find interesting and useful

• Determine how you will create content

• Stick to a schedule

• Track and measure your results

• Adjust your strategy based on measuring results

against your goals

• Let us know if we can help!


Questions?


INTERESTED IN LEARNING MORE ABOUT RPM?

Please contact me . . .

Kathy Hokunson

[email protected]

(860)982-8636

Twitter: @katiehoke

Linkedin: linkedin.com/kathyhokunson

Visit us online:

business.thomasnet.com/rpm

mailto:[email protected]


THANK YOU!