Why GPS hurts content marketing & how marketing consulting helps

Ed Marsh | Nov 24, 2014

Nobody asks for directions anymore

GPS has helped me find airports in time to turn in rental cars and still make it through the security line on many occasions.  I love it.  Actually I value it, but I don't like it.  I've realized that I have no idea where I am any more.  I just follow along, busy on the phone catching up on calls that don't happen otherwise, without awareness of where on the map I am.  In fact one time I inadvertently accepted an auto suggest in Google maps when the address I entered had an error.  Off I went...and then crossed the state line.  I was in the general area (I pay close enough attention for that!) but not where I wanted to be.  (Hey - before you leave, check out our quiz at the bottom!)

Silly anecdote, but what's the impact on marketing, you're asking?  Because asking for directions is one of the best ways to learn how someone interprets information.  And with GPS, that's become too silly a question to ask.

Visual, Auditory & Kinesthetic

ed marsh is a marketing consultant who helps b2b industrial companies improve their marketing strategies, incorporate digital marketing based on qualitative market research, bolster their in house marketing team, and improve the social media strategy for their target market.Are you familiar with learning modalities?  (Here's a wikipedia article on the topic - one of the most abstruse areas of marketing consulting!)  The premise of the concept is that people process, absorb and retain information differently according to their predilections and how it's presented.

For instance, to put it in the marketing context, someone who's visual will prefer to review an infographic as opposed to someone who's auditory who will default to information presented in a series of data embedded in a whitepaper.

One can make some very imperfect assumptions about learning styles based on professional role.  CFOs, for instance, are often auditory learners.  HR professionals, though, are likely kinesthetic, and technicians are probably visual.  Language is a great way to measure more specifically.  Ask someone for an opinion and you'll notice some say "it feels like", others "the way I see it", and some "sounds to me like."  Here's your quiz - which is which?  No marketing consulting background required there - it's about touch, sight and hearing.  Simple.

But that's where directions come in.  It's awesome to listen to someone give directions.  Do they say "drive 1.2 miles, turn left at Main street, progress .23 miles and pull into the 2nd entrance" or "after you pass Dairy Queen keep an eye out for the green house with the big tree in front.  You want to take the 2nd left after that, and if you see the field and pond you went too far"?

And how's this relevant to your B2B marketing?

a marketing consultant who specializes in manufacturing marketing like ed marsh can help industrial b2b companies develop marketing strategies that support industrial sales teams working with a marketing colleague and the full marketing team to tailor marketing plans and promotion strategies to the specifics of the industrial marketThe key to content marketing is to ensure that your content is valuable and resonates with your persona.  It's not infallible, but it's possible to identify some correlation between personas, job roles and learning style.  And that can provide powerful insight into the types of content to create and the channels to use to reach them.

For instance videos and infographics may be great forms of 'attract' content for visual learners, while calculators could be effective 'consideration' content for auditory learners.

Are any of these hard and fast rules?  Of course not.  There are auditory designers and visual accountants...but there are also laws of nature.

So use this as a guideline.  If you have 5 attraction offers for engineers, make 3-4 of them auditory (e.g. whitepapers, spec sheets, etc.) and 1-2 visual / kinesthetic (e.g. video, infographic or sample.)

And consider the words you use in your written offers - "looks like", "feels like" & "sounds like" (or "ties into our vision", "it's going to hurt", or "that's not the way our partners will hear it.") will resonate differently depending on your readers' preferences.

So is this an entry level refinement for content marketing?  Of course not.  But the role of great marketing consulting is to help clients really move the needle, and details such as this can be incredibly effective in supporting the creation and targeting of content that works.

Intrigued by complexity?  Check out our whitepaper on how to embrace complexity to make your B2B marketing better!

Extending the Conversation: The Role of Marketing Consultants in Today's Digital Era

Ed marsh understands how marketing consulting helps industrial manufacturers improve their industrial sales success and grow revenue.As the manufacturing marketing requirements grow for robust digital marketing and effective online presence, the role of a marketing consultant is increasing in importance. Marketing consultants, equipped with a deep understanding of marketing strategy and an arsenal of marketing consulting services, play a crucial role in shaping and directing marketing efforts. Their expertise is not just an add-on to the traditional inhouse knowledge, but a critical component in crafting successful marketing campaigns that resonate with today's buyers.

The Value of a Good Marketing Consultant

A good marketing consultant brings a wealth of knowledge about both manufacturing marketing best practices, and the B2B industrial world. That enables them to offer tailored marketing advice that aligns with a company's specific needs. Their insights are important in developing a successful marketing strategy that resonates with the target audience.

The essence of a great marketing consultant lies in their ability to not only understand the current market trends but also to anticipate future shifts, preparing businesses to adapt swiftly and effectively.

That's largely different than a marketing agency which focuses on execution of tactics and steps.

Digital Marketing Consultant: The Game Changer

As more buyer research occurs online, a digital marketing consultant becomes indispensable. They help navigate the complex digital marketing landscape, ensuring that the company's marketing efforts are effective and relevant. Too often marketing is executed, but there's no measure taken of efficacy, and no continuous improvement approach.

From advising on the best marketing tools to use, to implementing effective marketing campaigns, a manufacturing marketing consultant's role is multifaceted. They specialize in understanding digital channels and can significantly enhance a company's online presence.

The Business Owner's Ally

For any business owner - whether family, private equity, or a parent company - aligning the company's marketing efforts with its overall goals can be daunting. This is particularly true in industrial manufacturing where marketing has traditionally been an insignificant driver of growth, focused primarily on trade shows.

Here, marketing services offered by consultants provide not just expertise but also a fresh perspective. A marketing consultancy familiar with the industrial space can identify the strengths and weaknesses of current strategies and suggest improvements or entirely new approaches. A strong marketing consultant focuses on the buyer and customer experience and problems to be solved, rather than on the product's technical features and benefits.

Tailoring Strategies to Specific Marketing Needs

Effective marketing campaigns are not one-size-fits-all. Marketing consultants understand this and work to tailor strategies to meet specific marketing needs. Whether it's leveraging marketing software, developing an effective marketing strategy, or selecting the right marketing agency, their guidance is invaluable.

Specialized Strategies: Email Marketing and SEO

In particular, areas like email marketing strategy and search engine optimization (SEO) require specialized knowledge. Some marketing consultants are well-versed in these areas, providing insights that can significantly boost a company’s visibility and engagement with its audience. Unlike industrial marketing agencies which try to keep all skills inhouse, a manufacturing marketing consultant can draw on outside specialists as required.

Budgeting and Planning

Another critical aspect where marketing consultants can bring an important perspective is in budget planning. They help businesses create and then allocate their marketing budget efficiently, ensuring that every dollar spent contributes to the overall business goals. By staying current on the latest marketing trends, they can advise on where to invest and what tactics to adopt for maximum impact.

The Right Marketing Consultant for Your Business

Finding the right marketing consultant is crucial. Most marketing consultants bring a mix of experience, skill, and creativity to the table. However, the right marketing consultant for a particular business will be one who understands its unique challenges and goals. They can provide tailored advice on everything from marketing tactics to the overall marketing plan.

Marketing Tactics and the Digital Landscape

As businesses navigate the digital landscape, understanding and employing the right marketing tactics becomes crucial. Hiring a marketing consultant can provide the guidance needed to explore and implement these tactics effectively. They help in identifying the channels and approaches that will most effectively reach the target audience.

A Marketing Agency isn't Always the Right Choice - Understand How Marketing Consulting Helps

Embracing the Future with Marketing Expertise

As businesses strive to stay ahead in a rapidly changing market, the need for professional marketing expertise becomes increasingly apparent. Whether it's refining an email marketing strategy, optimizing a marketing budget, or navigating the latest marketing trends, a marketing consultant can be a pivotal asset. By understanding the unique needs of a business and applying their specialized knowledge, marketing consultants play a crucial role in shaping the future of marketing efforts, driving growth, and ensuring the achievement of business goals.