When it comes to your company’s brand, the most important feature to establish is trust. People can fall in and out of love with brands for a myriad of reasons, but trust is a virtue that can endure in perpetuity once locked into place. Potential customers most likely have numerous options to select from within your industry, leaving many to ask themselves, “who do I trust?” Your brand is your identity. How you communicate it can be the difference between your audience having the right or wrong impression about you, for better or for worse. Something so vital to your company’s health cannot be left up to chance.  

Marketing budgets are always a sensitive topic—particularly when your business depends on a pipeline of projects that ebb and flow throughout the year. During revenue downturns, it seems as though marketing is always the first budget on the chopping block. But in reality, it should be one of the last to be cut if you want to keep that pipeline pumping.

When determining the best way to allocate your marketing dollars, you’ll get the most bang for your buck by directing a substantial amount to your website—after all, it’s your marketing hub. This means every marketing initiative should support your site’s ability to attract visitors. With this strategic approach in mind, there are five main marketing solutions we highly recommend that will maximize the number of leads generated through your site:

It’s no secret that video has become a powerful marketing tool, now more than ever. In the fast-paced world we live in, more and more consumers prefer video over other types of content. Wyzowl's 5th Annual State of Video Marketing Survey found that 87% of consumers say they'd like to see more video from brands in 2019.  

With more than 562 million users in more than 200 countries and territories worldwide, LinkedIn serves as a key consideration for business-to-business (B2B) outreach. In fact, with all of these professionals in one place, not only can you make new business connections, but you can also generate leads and build your company’s brand. In this article, I’m going to give you four tips that will help you get started and easily leverage LinkedIn to be a strong B2B marketing tool.

Cost, quality, customer service and timing:

The four pillars of your value proposition, right? Perhaps not. These are the four things that great industrial companies get right. The problem is that customers expect you to get these things right, each time, all the time. Your customers and your customer’s customers are very demanding. So, what happens when the cost of goods goes up or your delivery is off schedule? Your customers start looking for a new supplier unless you offer something more, something that they can’t get anywhere else. This “something” is called a differentiated value proposition.

A company's marketing strategy is off to a good start: They have a decent website, a blog and a strong social media presence. Their product and/or service is out there for all the world to see, but could they be doing more? Every company seems to have its own blog and Facebook page these days. Is there a way to stand out above the rest?

Today’s landscape of buying and selling has shifted—no longer are consumers looking for salespeople to assist or educate them through the buyer’s journey. Today, prospects are armed and ready with information—typically gathered over hours of research before contact is made with a salesperson. Considering this information, you need to position your website and print collateral to do the selling for you, without being obvious or annoying.