Confessions Of An Industrial Marketer

Are you having one of those weeks (or months) where you're really, REALLY busy? Do you feel overwhelmed? Like your cup is over-flowing? Like you'll never be able to dig yourself out?

Maybe that's a GOOD thing! In this episode, I reflect on January 2022 - the BUSIEST month I had in two years! The feelings of burn-out, coming home irritable... And the sage advice that helped me see this busy period in a positive light.

*MUST LISTEN FOR YOUNG MARKETERS!* What really makes a person "Ready To Buy?" What if they check all the boxes in your carefully-crafted Customer Persona - And yet they're STILL on the fence? Move to "Think It Over, Iowa?" Or just plain say "No"?

There's one killer insight about people and the lives they lead. I first learned it in the Boron Letters by Gary Halbert - and then only 2 other places since. It's very likely YOU aren't using it - SO LISTEN UP!

Show Notes:

"The Boron Letters" by Gary Halbert

https://morgancrozier.com/boron-letters/

Your boss calls you out on a pattern of behavior... and his critique cuts deep! You get angry. Resentful. You think he's being unfair.

What do you do? How do you respond?

In my early days, I woulda' gone off the rails. Let emotions take over. And that NEVER ends up well...

I've since learned a BETTER way to respond (diplomatically) with my Supervisor / Helpful Critic. A way that helps you grow, and keeps comms channels open with your supervisor / colleague / friend.

Young marketers, take some notes on this episode!

MUST-LISTEN FOR SMALL BIZ OWNERS & ENTREPRENEURS! Are you just so busy "running" your business and "hustling" like Gary V. said to? Well, guess what? Your customers are quietly walking out the back door... And if you're like most biz owners, you have NO IDEA it's even happening! This concept of Customer Loyalty hit home for me recently, when I switched Barbers -- leaving a bespoke Barber I'd known for years... And going to a basic strip-mall barbershop instead. See if you can't identify a few nuggets worth trying in your business! 

MUST LISTEN If you're just starting out as an #IndustrialMarketer! In 2017, I start working for a manufacturer of electrical construction products. We sell to electrical contractors, via wholesale distributors. (Doesn't get more B2B than that!) I learned a lot of lessons the hard way. And through the process I overcome my own insecurities, tame my ego, and learn the value of patience and consistency.  

Thought about joining an association, council, committee or non-profit group? These organizations can be a great way to diversify your network. And if you're just outta' college (no experience), this can be your jumping-off point into a career. But... If you join for vague reasons... These groups can also be a BIG time-suck!

In 2014, I joined a Neighborhood Council. It opened my eyes in many ways to how city services and building developers operate. I learned how to steer committees, set agendas, and secure funding.

(I also learned how to WASTE a lot of valuable time and energy!)

So before you join an association or committee, LISTEN to this episode first. Learn from my mistakes.

SHOW NOTES (Groups to consider joining):

https://www.councilofnonprofits.org

https://www.ama.org

https://www.awai.com

https://www.chamberofcommerce.com/chambers/

https://www.toastmasters.org/find-a-club

Does your company have a system in-place for gathering installation photos? If not, you could be leaving $1,000s on the table! Each photo of your product installed in-the-field has the potential to make a sale all on its own... or, add that extra "oomph" to your product description page.

Here's one simple way for in-house marketers at any level to START YOUR OWN PHOTO CONTEST! You'll also learn about some of the other photo contest platforms out there, and how to word your Terms and Conditions to stay out of legal hot water.

For a really simple, easy to use platform check out Rewards Fuel.

2012. The start of my industrial marketing career was at a small start-up lighting distributor. I learned the basics of the supply chain, the manufacturer > distributor > end-user relationship, and the technical side of emergency lighting and commercial lighting. I also learned about search engine optimization (SEO), how to build an eCommerce site from the ground up, plus a few tricks for writing a LOT of content. If you're just getting started in industrial or B2B marketing, this episode should be a good listen.