–– It's 2017 and manufacturing and industrial companies have known for
a while that they've needed to look at transitioning
a little bit from traditional over to digital marketing.
Well in today's video, we wanna talk a little bit about why
making that transition to digital marketing is so critical,
and why it's critical to do it now.
I'm Danny Gonzales.
–– And I'm Judson Voss.
–– And this is IndustrialSage.
Why digital marketing?
Why now?
So before we jump into answering that question, think it's really important to
really look at digital marketing sort of define it and figure out, "what is that?"
Because there's a couple of different definitions and
a couple different things that people might go to.
So, I'm gonna pose that to Judson.
If you really wanted to kind of break it down,
what would you consider digital marketing?
–– You know, it's everything, actually.
And that's sort of a hokey way of saying it, but it's the truth.
Anything that's conveyed through digital channels is digital marketing.
People are going to argue over SEO, PPC, SEM, that type of thing–
versus content marketing versus doing display ads, all different things.
But to me, anything that can be run across the digital channel, and more importantly,
anything that can be measured is something that I think is key for digital marketing.
I think where maybe people get tripped up is the idea that
1) everything is needed by them,
or 2) "I only need to do this one thing and that's all I need to do."
You hear folks talk about inbound marketing and they're like, "Inbound,
it's all content marketing, content, content, content.
We don't need to do ads, that's something totally different."
And I think that may or may not be a good thing, but looking at that way without
proof and analysis, that's probably where people get tripped up the most.
So, it's a broad range of things and what works is dependent on the situation.
–– Yeah, that makes a lot of sense.
Here, it's kind of funny because I admittedly definitely get a little confused sometimes
when you hear, "Okay, content marketing and digital marketing and
integrated marketing," all these different things.
I feel like there's a lot of overlap and
sometimes they kind of fall in the same camp.
I guess if we look at it, maybe there's a couple different areas where we might be
able to break down in there.
You mentioned some before: SEO, SEM, PPC that kind of thing…
–– Yeah I guess, maybe we take a step back first too, and say,
"We're really trying to look at the B2B market."
–– And even further down we're looking at
manufacturing and industrial, which is sort of in a sense a fancy way of saying we're
marketing to engineers.
Or maybe they're not engineers today, but they had that upbringing too.
So we need to look at it that way, because when we start talking about SEO and
SEM and PCC, it's sort of,
you start to look at it and say, "Okay, I'm thinking about it from a B2C standpoint."
And I've got to plug all this money in to hit, and it's this huge market in
the United States, and that may not be what we're trying to go for.
So I think you use that backdrop of, "I have a technical, industrial product or
service that I'm selling to people that need knowledge and
information about the value it's providing to them."
And start there before you look at the channel.
–– That makes a lot of sense there.
It's funny too, you bring up the whole… we need to talk about PPC for
example – "pay per click" if you're not familiar with that,
with a Google ad words campaign – but how that really differs from B2C versus B2B.
I mean, with B2C it's much more widely-used and I think,
in most cases, a lot more effective than you would see in a B2B case.
I don't know if you would agree with that?
–– I agree, and I think it takes testing, so I'm just gonna use this one example.
We don't have to do a whole show about SEO and
PPC today. –– [LAUGH] Yeah.
–– But I had a campaign that we were doing,
trying to hit the entire market in the whole world: 4,500 people.
–– Okay. –– So we knew who the target was.
And there were 4,500 folks out there that were interested in this product or
had the capability to buy.
They were qualified targets.
And so, the folks that started it, wanted to do an ad words campaign which I was
glad to do, did the keyword planner and everything, put it together.
Well, when you have 4,500 people, the odds of them searching on Google on
a regular basis for the product that we were selling is really close to zero.
And we proved it out very well by having a big budget and almost no traffic to it,
with the exception of some things that leaked in from the side,
from a kid doing a paper somewhere or something like that.
–– Well, you know, and that's a great… there's a key thing that I'd like to kind of circle back on
a little bit, I'll drop of a little nugget in right now: you mentioned though that… okay,
you found that out, but you were able to… you found that out. Okay, sure.
So, a lot of money we spent on it from the budget standpoint, but… a big difference
between traditional versus digital is that you were able to actually track that and
say, "Okay, this didn't work."
So we're able to find things that do work and the things that don't.
So as I said, I'll kinda package that up,
we'll get into that here in just a little bit.
–– I think you may have a great point.
I mean when we talk about, "What is digital marketing?"
It's something you can measure and that's a key piece of it.
–– I think that's the biggest, one of the biggest pieces.
We can transition here a little bit into really, some of those similarities and
those differences between maybe traditional sense and digital.
This is my personal perspective, I don't think that brands needs to say,
"We need to completely screw traditional, no more print, no more nothing.
It's completely dead."
It's just that digital gives a lot more opportunity to be able to measure and
be able to track results, unlike a print ad campaign.
I mean, let's say you put an ad in a trade magazine, for example.
You know, unless if you have a specific phone number, or
a landing page, or something there that is very unique,
that you're driving traffic back to… which would be digital at that point…
You know, it's very, very difficult to figure out.
"Hey, we just spent, I don't know,
twenty grand on this thing, and what are we getting out of it?"
Look, but there's a smart play just in terms of brand awareness and all.
But if you're really trying to hone in and measure conversion rates and
you're really trying to look at it and see,
from a revenue perspective, "Is this really actually moving the needle?"
Digital marketing makes
a whole lot of sense.
–– Yeah, right, and I agree with what you said too.
You're not trashing traditional.
As a matter of fact, a lot of times what we start with, you know, we're talking
manufacturing industrial companies, and why digital marketing, why now?
In general, we're about five years behind
some of the consumer brand type of companies.
That's just how it's always been.
We're usually five years behind, from a marketing sense.
But we've been doing traditional marketing for a really long time, and
certain pieces of it work.
The ones that we can't track, and I agree with the things like the print ads,
you know: what are we getting out of that?
Trade shows, we should be able to track that better, even if we don't.
It's not that it's not possible, we just aren't taking the time to do it.
But we have data that says, "Here's what works with our customers.
Here's what resonates with our customers."
So when we go to digital,
I would avoid trashing all that information we've learned.
And a lot of times, the quick first way to get your toe in is
to say, "What works traditionally?" and just copy it over to digital.
We do that in sales enablement all the time.
Go talk to the sales team.
What do they do? What is their cadence and
what information do they give out?
What do they say? What's the messaging?
Instead of reinventing the wheel, we'll just take that and
put it in a measurable format on the digital side.
–– Exactly, and that makes all the sense in the world.
So I had a question that I wanted to pose, but I think we've kind of answered it
a little bit, and it's just completely going away versus, "No,
there's… there is tremendous opportunity to be able to blend both of those."
I mean, we're seeing… I saw a report the other day talking about direct mail, for
example, which a lot would have considered dead for a while,
but it's starting to come back.
Why? Because maybe even on the digital sense
from an email marketing standpoint, sometimes you look at your email inbox:
"My gosh, I'm just getting completely destroyed."
–– [LAUGH] –– By all these unsolicited emails,
kinda like unsolicited mail that you used to get in your mailbox.
And, we're starting to see a little bit more of direct mail coming back where
you're really having an omni-channel approach,
where there's a digital piece and then there's that direct mail.
And starting to see those two work together to get some better results.
–– Yeah, just smarter. So when I got started doing marketing in
general, I used to go out looking for people that needed to sell a house.
And I would use what they called "bubble mail" at the time, or bulky mail.
And so the idea was we had an envelope
and it had something inside of it that made it stick up a little bit, and
made you say, "Ooh I should check that out."
The problem was, it was a spray approach.
I took everybody in that zip code, and I mailed to them.
What digital allows us to do now is think about the steps you go through in
your sales cadence.
And the sales folks say, "When they finally get to this point, they've answered these
questions, I think they've got a, whatever, 70% chance of buying."
What digital allows us to do on the hard print side is to say, "Okay,
we think that's the person that's worth spending money on."
So instead of saying I've got 2 bucks a person to hit everybody in a zip code,
I've got $30 to hit the right person now.
And we can send out personal mail to that person.
We've seen some of those products that work really well, where they have a box and
it's personalized for the person inside the box.
But It's a one-off print. It's like, "Okay, you tripped this wire in our sales process:
now you get this thing sent to you automatically."
–– So what I'm really hearing here,
are two principal differences really between the traditional and digital.
One would be the ROI ability, the ability that you can track it and
you can really see what is working well.
And then also the ability to really hyper-target a little bit better.
All in your example there, the "spray and pray" method
versus saying, "No, we're gonna be really laser-focused; this is
the profile we wanna focus on, and let's get there."
Little bit of a blanket statement there, but–
–– And there's a bunch of other things,
but those are two big pieces that are there.
–– Absolutely. Okay, I wanted to circle back on some of
the other different kind of types of digital marketing you might hear out there
and just kinda talk about them.
So we talked a little bit about the SEO, PPC, and we kinda like,
went a little bit on a rabbit trail, but I want to talk a little bit
about content marketing and how that might fit into that.
Like what… in digital marketing, you got lead-gen tactics, and
lead nurturing, and maybe marketing automation, and sales enablement, but
then you hear like this "content marketing" thing pop up.
How does that fit in to all of this?
–– I think, a lot of times what people do is they will get confused to think these
are separate things.
And they're different pieces of the process.
So to me I think of content marketing as sort of the meat and
potatoes behind lead generation.
So you have to find the people, which means either you advertise, or
you have lists, or you go to trade shows, or you go to a meeting and
hand out your business card.
Yeah, whatever it is to get the people there, but then you need the carrot and
you need information for them.
And I think content marketing sorta works in two ways. One is, content marketing lets
you tell people about your product, which is important– but more importantly, it lets
you educate people about the importance of the solution.
So one example I use, we always, when we do email campaigns…
the first thing we talk about is the solution. Not our product, but,
"You have this problem, and there is a solution out there."
And there might be thirty products that solve it.
We aren't getting into OUR products yet.
But we talk about the thirty, and maybe not by name, but
content allows people to get educated about the market.
Because so much, especially in manufacturing and industrial,
where engineers are looking for a product…
If an engineer is looking for
a product, they're not looking for the cheapest product.
They aren't looking to say,
"I'm using product A today, maybe I should go to product B."
They're saying, "I'm trying to figure out if there's a product out there, or
a service that's gonna help me, that's gonna help save us money, whatever it is."
So content marketing is sort of that channel, that funnel, to bring people in,
to educate them in there.
–– So it's really – if I'm hearing right – if you think about it…
I'm gonna put this connection here together…
You think of Google.
What would be maybe the one word that describes them?
I mean, there's probably a lot of words, but
the thing that comes to my mind is, "relevancy."
That's really the key there.
–– I'm thinking "overvalued on the stock market."
–– [LAUGH] There you go.
Somebody's invested there, but anyway.
–– [LAUGH] –– But yeah, relevancy.
And it's really making sure that the content out there is not…
you're not selling stuff. I mean, you are, but
you're not saying, "Hey, buy our greatest and latest product.
This is amazing and it can do x, y, and z, and
it's also the greatest thing since sliced bread."
What it is, is saying, "Hey look, we understand that you have a challenge, and
here's some solutions around that."
And providing that relevant information that makes a prospect or
lead say, "Wow, I want more of this.
Because, man, this is a problem that we have and
you guys have a solution. This is great."
–– Yeah, a B2B customer,
they're not buying because it looks cool sitting on the shelf.
They're buying it because it fixes a problem,
it saves them money, it does whatever they need it to do.
And so the content allows us to explain what that's all about.
–– Excellent, perfect.
The next thing, and this kind of connects right into that
content marketing piece, is
marketing automation. It's a big thing,
we're hearing about that all the time, "greatest thing since sliced bread,"
we're hearing about all kinds of brands:
"Yeah, we need to get your ParDot or your HubSpot and we need to connect it into
SalesForce, and it's amazing!" But how does that fit into all this?
What, you know?
–– So yeah, so we're talking about the content being the channel.
So you went out and had your leads,
you found them, you got them interested with the content.
And the marketing automation A) allows us, as you keep saying,
to measure what's going on.
So that's a big piece:
having automation software that allows you to measure what's happening.
And the other one is to sort of guide them through a process, and
not the process YOU want to guide them through.
But as they go through their own learning process, as they go through your funnel,
as they do this versus that, it allows them to go down different rabbit holes and
to really start to build that sales cadence.
If you have a sales team, inside, outside, whatever sales team, or if you're just doing
e-mail and that type of thing, it allows you to build up that automation.
But one of the cool things about marketing automation, to me, on the digital side is,
I'm gonna say, today it doesn't learn.
I'm gonna say next year with AI and that kinda thing, it probably will learn.
–– [LAUGH] –– It'll probably say,
"These many people clicked on this link and they did this later."
So it'll automatically change your automation funnel.
But today, it allows you at least to look at the data and say, "Okay I
know the people that bought from us went down this road, the people that didn't
buy from us went down this road," and all the intricacies that go along with it.
So it's software that helps you there.
This is just my personal opinion.
One thing I would watch out for,
though, is there's lots of marketing automation software out there.
They probably all work.
–– [LAUGH] –– But, find one you're comfortable with.
And don't overcomplicate it.
Don't start off on day one with this idea that you need this marketing
stack this big.
And, "I need these forty tools."
Start with something and actually use it.
That's what the, where you probably need to start off.
That's where a lot of folks get tripped up is they will think, "I need this huge thing!
I need to have this decision flow
that's got sixty different forks on it!" and everything like that.
Just figure out how to use the software and use it.
–– I think I'm sensing another video that we're gonna have to talk about.
–– [LAUGH] Well maybe like twelve videos.
–– Yeah, there's a whole lot there, totally get it.
Okay, that makes sense.
So kind of look at it, I mean digital marketing in general,
there's a lot of different things in there from lead-gen to lead nurturing,
where SEO and PPC, SEN, that kind of thing fits into that lead-gen piece.
I would maybe put that content marketing into some of that lead nurturing,
and a little bit into that lead-gen piece as well, to attract and
get them into your funnel.
And once you have them in your funnel, just keep them engaged.
But then really having that marketing automation,
that piece that kind of helps to deliver all that, and measure it.
And then be able to kick out automated messaging based on behaviors that people
take on your website and in different pieces of content.
And then the sales enablement piece: being able to have actionable data and
information based off of what your users are doing on your website or
with your content,
so that your sales team and your marketing team can have the data and
the information that they need to be able to react and produce better content–
or if they have more information,
to be able to follow up better with the prospect or customer and go from there. So, is that kind of…
–– Yeah, that hits the full cycle. Enablement's… I hate to say the last piece, but it's the last
piece that comes in. That's syncing up the sales team and the marketing team.
Because in general, B2B product – let's say we sell a product –
it takes 18 months to sell, it costs $150 grand… –– Long sale cycle.
–– Exactly. We're not throwing up a website and somebody's gonna go out there and
put their credit card information in.
–– Darn. –– So the sales team needs
to be interlocked with the marketing team and really make it work.
And a really good enablement process makes life easier on the sales team, and
makes the marketing team more effective to make life easier on the sales team.
–– So you're telling me that sales and marketing should really be aligned.
Is that what I'm hearing?
–– A little bit. –– Okay, just a little bit, all right.
Again, another video, I'm thinking.
–– Yeah. Or there should be a short cage
match, if they aren't totally aligned.
–– [LAUGH] Excellent, so, this is all great.
So we talked about the digital marketing, the similarities and the differences.
But I think the last question here is really, "Okay great. Okay, we understand.
Yes, we should be doing digital marketing." We listed out a lot of reasons.
Why is it critical to do it right now?
–– Because your competition is.
–– That's a compelling one.
–– You'd be amazed by how many situations where you have manufacturing companies –
and I know there's people that are
watching today that this is gonna resonate with –
they are the 500-pound gorilla in the room when it comes to market share.
And they've got these other ten competitors that only own 20% of the market, total…
but they're doing a much better job of digital marketing than they are.
If somebody's in that position today, that's not unusual. You shouldn't feel bad
about it at all, but it certainly isn't a reason not to get started today.
And I think the reason now is because that's what people expect.
I try to remember the stat…
I believe it was, 97% of B2B buyers Google the solution first:
that's how they start their sales process.
–– Makes sense. –– And if you're not there,
and somebody else is, you are pretty far behind at that point.
–– Right, and you may have the best product
out there that really serves the need, but if you can't be found…
–– Yeah, and we do customer analysis (win/loss analysis with customers or
people that didn't become customers or clients)
and ask that question, "How did you find us, what's the process you went through?"
And I've had people come back and say – even the ones that were wins,
that closed the deal – they're like, "Your client was really bad at this.
The only reason we went with them is because we knew they were the best."
And so we really dug to find more information about that,
but you shouldn't put a customer through that process.
–– Yeah, not making it easy for them.
–– No.
You should be at least as good as your competition, but
to me that's the reason now is because other people are doing it.
But other people are doing trade shows, so
I'm not saying you need to do a trade show.
So that's not the best logic.
But the other piece of it, which is: this is how people interact in the world today.
That is a good reason to do it.
–– That makes sense, and to do it now.
I'd also put on maybe an urgency on there,
because digital marketing… it isn't a a light switch that you turn on and
then all of a sudden, boom, everything's working and it's amazing and it's great.
–– [LAUGH] –– Certainly there are some tactics and
things that you could do that you may feel like you're getting those
results and doing that well.
But the truth of the matter is that it really takes time to
develop these campaigns, to really get them in the right process,
to do the proper research to get it going,
and it takes time. –– Yeah.
–– So if you want something to be fully fledged, moving, and
you've got a really well-oiled machine, it's gonna take 6 to 12 to 24 months.
–– Yeah, yeah.
–– And not to mention on that, but
you also have long sales cycles, that's the other piece too now.
–– Yeah. –– And I know
for a fact that a lot of manufacturing and industrial clients, one of the big areas?
They've got leaky pipes.
And so you go to a trade show, for example,
and you come back with all of these leads,
and you're gonna follow up on the top, let's say, 10% that are really qualified,
they're ready to buy, but the rest of them…
–– According to the sales person, right?
–– Yeah, exactly, right. –– There's no data behind that.
–– This is true, but what happens to the rest of them,
the vast majority? Guess what?
There's a list, maybe an Excel spreadsheet in Judy's desk.
And we love Judy. But well, Judy's not here anymore.
Or six months later, "Hey where is that list?"
"I don't know." So these systems are built to be able to
help to continue to nurture and to continue to have a conversation with them.
So that you don't fall through the cracks later,
18 months down the road when they're ready to buy.
–– Yeah, salespeople know that the average person needs at least three touches
to become interested in your product or working with you.
And this is the same truth here, just with digital marketing,
you used the trade show example.
Okay, I've got 80 leads, and I've decided that ten of those are good leads, and
I follow up with them. It's not because I'm lazy.
–– [LAUGH] –– It's because that's how much time I
have available, and so I'm just being productive.
Well, digital marketing lets us hit the other 90% by giving them
touches to see if they can make it into that top 10%
that's worth the time for the sales person to follow up.
–– Case in point: we had a client, they work with a lot of distributors,
and they're only able to… there aren't a lot of them, so they focus on the big boys.
But the vast majority of them they're not able to get to, so maybe there's a sales
rep that goes and talks to them maybe once a year, and that's it.
So the beauty of this, with digital marketing,
is that you're able to continue on that conversation on an ongoing basis,
without having to physically have a sales guy in the field going out there.
Because there's only so much time that he would have to be able to go and do that.
So anyways, that's one great thing.
So to recap, I think these are some great compelling reasons why you
need to transition over to digital marketing and really, why now.
So, I think that we've had a pretty good discussion here.
If there's any information here that you would like to learn more about,
if there's maybe some topics that you'd like to hear about,
please write into us: IndustrialSage.com/questions.
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