We've shuffled through all of the acronyms, buzzwords, endless lists of must-knows when it comes to content marketing for the manufacturing niche and these are the top 20 words we found most important. I'll keep it short and simple. We made this infographic just for you. Check it out.
The key to business success is knowing who wants to buy your product. Doing some industry research to gain insight into the type of customer your business attracts will help determine how to target that audience.
Once you’ve established who is buying your products, the next step is to write content.
Named evergreen for a reason, this type of content is written to stand the test of time. Just like a tree, it continues to produce and be fruitful because time-after-time it still remains relevant. When you plant a tree, you hope that sucker grows. Plant some evergreen content on your site and watch your business grow!
Premium content offer (PCO) is intended to provide valuable and highly-targeted content to your visiting audience. Webinars, eBooks and guides, checklists, consultations, and free trials (depending) are all types of PCO’s. Give your customers what they want and they will give you what you need in return.
It’s as tasty as it sounds! Just like Goldilocks’ soup, this content is just right. Not too much, not too little, it is easily digestible by the reader and keeps them wanting more. It could be a short blog post, a 1- or 2-minute video, tweet, or Insta-pic, made to inform and capture your audience.
You have a potential customer reading your content, now how do you keep in contact?
These tend to be at the bottom of a blog post or a requirement before downloading any valuable content. Forms ensure your reader supplies information, such as their name, phone number, email address, and/or job title so those visitors can convert into leads. When asking for information, don’t be greedy. Only ask what you need in order to effectively follow-up with them. If you ask for too much, you have the potential to scare them away, which doesn’t bode well for sales growth.
Audiences are using multiple devices and channels to access the web. Your company will be Sorry! if it doesn’t take advantage of all it can offer.
Social. Local. Mobile. In a digital world, your business must have a social presence to remain relevant. Target local and garner lasting customers. Bringing them special offers can help bring them into your store and your personality can take it from there. Do I even need to explain the last one?
To assist in targeting local audiences. A form of location-based marketing, this is a way to virtually select specific locations to target audiences in the area. Let’s use free food samples at the grocery store as an example. If you are in the grocery store, you know about the free food samples. Sometimes, you visit the carts multiple times and count it as your lunch. There’s a reason why the packaged food product is right next to the food cart – to entice you to buy it. You’re drawn in by the free food (who isn’t!) and tasting it is the incentive. The grocery store is targeting its local audience (shoppers) to purchase the food sample products. Geo-fencing does this on a broader scale, virtually.
Just in case mobile threw you for a loop, we’ll explain. Have you ever experienced trying to order something online and the font is too tiny to read, the navigation is difficult to follow, and you end up screaming at your phone and ordering it later on your laptop? Company websites must be compatible with all devices, for your sake and for the sake of your customers.
If you’re anything like me, you can’t simply watch TV. You have to be playing a game on your phone or posting about Justin Timberlake on Twitter while you watch the Super Bowl halftime show. Second-screen is exactly that, using multiple devices at once. This can be beneficial to marketers because they are able to start hashtags and respond to comments while the show is live. It makes watching TV a social event, something to look forward to, and gives the company a special connection to their audience.
Let’s keep throwing the football references around (see what I did there?). You don’t expect a football team with poor offense and terrible defense to win many games, so you can’t expect your business to be successful if you are only using one media platform. Marketing your product online, across social media outlets, on mobile, and through email ensures you reach all potential customers, young and old.
This is bigger than Ford’s invention of the assembly line. With a range of social platforms, being able to post across all channels seamlessly makes for a more efficient and effective business. Marketing automation lets you set up your social posts ahead of time and automatically posts to your feed so you don’t have to.
Time to pull out your pencil and paper, because these terms are critical.
There can never be enough data! In 2018, metrics will continue to revolutionize industries from manufacturing and healthcare, to design and operation of entire communities. Analytics allows your business to work more efficiently and gain greater profitability. Data is what drives new business insights.
This stands for pay-per-click – paying a fee every time your ad is clicked. Search engine advertising is the most common form of PPC. Take Google, for instance. When someone searches for a keyword that relates to your business, your business can bid for placing your ad in that search engine’s sponsored links. So, when someone searches those keywords, your website shows up in the top results. Although you have to pay for visits, your return is much greater than your cost. The whole purpose is to convert leads to customers, making a profit in return.
It stands for key performance indicators. These are measures that determine whether your business is achieving its objectives. Whether you measure small targets or large ones, KPI gives insight into how your business is performing.
You’ve gained visitors to your site and you are ready to sell product or service. This is a business “duh!” Capture those who have showed interest in your business and gain them as a customer. They have money, you have a unique product, now it’s time to comingle!
Google, Bing, and Yahoo return search results when you enter in keywords or phrases in its search bar. Web pages, videos, and other content are shown based on what Google, for instance, finds most relevant to its user. Performing good SEO, or search engine optimization helps in ranking your website higher on the search engine results – attracting more visitors to your website.
This is a metric that measures how many customers you keep and at what value.
# of customers lost from X - Y / # of total customers at X. [is this necessary?]
This is important if your company has recurring revenue. You want your customer to stick around long enough to make back the money you invested. If you don’t, your company will not stay afloat for very long.
Customer relationship management refers to strategies and technologies businesses use to manage, analyze customers interactions, and maintain data through a customer’s buying journey. Its goal is to improve customer relations, which assists in maintaining customers and driving sales growth. CRM systems gather information across a vast array of channels, such as live chat, company website, telephone, direct mail, marketing content, and social media. These systems compile customer data so marketers can easily access and manage it.
Cloud hosting can be complicated. Coined “the cloud” for its use of a cluster of servers, cloud hosting uses multiple servers to store data, usually accessible through the internet. When people view your site, the cloud makes it less likely that your website will experience malfunctions.
I saved the best for last. Live and breathe this last one!
Transparency is essential. Unlike clothing (or at least, I hope so!), businesses need to be open and clear about what they can provide to their customer. Trust between customers and employees is a critical component of running an upstanding business. There’s a reason our team is called the Transparent Tribe because we believe in it.
As Director of Inbound Marketing I get to explore all areas of marketing including writing, brainstorming, strategizing, analyzing, and thinking big. My enthusiasm for people and creativity fuels my commitment to creating inbound content that produces positive results for our clients. I love writing, talking, learning, laughing, doodling, and finding a great quote. Outside of work, I enjoy spending time with my family and friends, reading, all things musical, and being crafty.