3 Go-to Social Media Channels For Technical Brands
Most industrial social media programmes get cancelled in their first year, and the reason is nearly always the same. Somebody bought social media expecting lead generation, and it did not generate leads. It was never going to. That is not a failure of execution, it is a category error about what the channel does. Here is what it actually does for a technical brand, and here is how I would choose where to spend the […]
Creating Buyer Personas – Detailed Guide
Most buyer personas are fiction with a stock photo attached. “Marketing Mary, 42, VP of Marketing, enjoys yoga and podcasts, values efficiency.” Nobody has ever made a decision because of that document, and most of them end up in a slide deck that is never opened again. The reason they fail is not that the research was lazy. It is that they describe the wrong thing. They describe a person. What actually predicts a purchase […]
Testimonial Videos – Ultimate Guide
A testimonial video that says “they were great to work with, I would recommend them to anyone” is worth nothing. Everybody has one of those. The viewer discounts it before it finishes, because they know it was selected, edited and approved by the company paying for it. The testimonial that works admits something. It says what the customer was worried about before they signed. It says the part of the project that went badly. It […]
Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)
Technical companies usually think their marketing problem is that the product is hard to explain. It almost never is. The product is explainable. The problem is that the people deciding do not all understand it, and they are deciding anyway. Forrester’s 2026 study of nearly 18,000 business buyers found an average of 13 internal stakeholders plus 9 external participants influencing a purchase. Some of those people are engineers who can read your spec sheet. Most […]
Top 5 Channels – Social Media Marketing for Manufacturing Companies (Stats & Benchmarks)
Most manufacturers approach social media by asking what would be interesting to post. That is the wrong question and it produces the wrong content, which is why so many industrial feeds are stock photography and award announcements nobody reads. The right question is narrower. What can we post that literally nobody else can? For a manufacturer the answer is almost always the thing you find boring, because you see it every day. The line running. […]