PE M&A Activity ↑12.4%│ Industrial EBITDA Multiples 7.2×│ B2B Buyer Trust Index ↓31%│ SEO Click-Through Rate ↓44%│ LMM Deal Volume ↑8.1%│ Sales Hire Failure Rate 67%│ Organic Growth Gap 2.3× plan│ PE Dry Powder $2.59T│ PRESS: Ed Marsh at PE Operating Partners Summit│ DEAL: Midwest controls automation acquired at 7.8×│ PE M&A Activity ↑12.4%│ Industrial EBITDA Multiples 7.2×│ B2B Buyer Trust Index ↓31%│ SEO Click-Through Rate ↓44%│ LMM Deal Volume ↑8.1%│ Sales Hire Failure Rate 67%│ Organic Growth Gap 2.3× plan│ PE Dry Powder $2.59T│ PRESS: Ed Marsh at PE Operating Partners Summit│ DEAL: Midwest controls automation acquired at 7.8×│

Dan Allford and Johnny Tyler on YouTube for Industrial Marketing

Video builds trust and attracts prospects. Industrial companies should emphasize YouTube for Industrial Marketing and leverage LinkedIn for distribution.

Ed Marsh
Ed Marsh
INDUSTRIAL REVENUE GROWTH
5 MIN READ
don't underestimate the power of youtube for industrial marketing. video is a powerful tool for building trust in manufacturing marketing

Teaching, Authenticity, and Video - Building YouTube and LinkedIn into Business Growth Engines

youtube-for-manufacturing-marketing

Dan Allford's hobbies require that he note his blood type on his gear. He's got one speed - "On."

That's the way he and his team engineer projects and the way he grows his business. Full speed and authentically, and he instinctively understood that YouTube and LinkedIn provided great platforms to share his passion, teaching, and insights.

So he started, and that's helped ARC Specialties attract customers from around the world.

But he wasn't satisfied with "silent videos" so he brought Johnny Tyler in to improve the video game along with graphic design and broad marketing experience.

They make a great team, constantly producing helpful content for students, prospects, customers and more.

Listen in on my conversation to learn how they make it work as a team.

Connect with Dan & Johnny to learn about welding, robots, and how to use YouTube and LinkedIn to connect authentically with buyers.

Website |    |   |  


YouTube for Industrial Marketing and LinkedIn to Connect with Global Buyers - Dan Allford and Johnny Tyler on Industrial Growth Insitute Episode 29

 

Show Transcript

Episode Recap

Summary

industrial-manufacturers-utilizing-youtube-and-video-for-industrial-marketing-impact

Just Get it Done!

TEXAS Sized industrial marketing built on engaging video content on YouTube and LinkedIn.

Dan & Johnny emphasize the importance of authenticity and passion in their videos, and they believe that reaching the right audience is more important than the number of views.

The duo also discuss:

  • the value of experimentation and the willingness to make mistakes in their content creation
  • blending technical information and human interest stories with opinion
  • the power of partnerships and giving credit where it's due
  • value of LinkedIn and video content to build awareness and trust with their audience
  • the power of informative and engaging videos that showcase their expertise in industrial automation
  • how knowledge sharing attracts both vendors and end users, creating a strong network of potential customers.

Dan discusses how their sales team is persistent and patient, willing to invest time in potential opportunities even if they are not immediately qualified. Johnny Tyler, translates Dan's ideas with editing and producing videos, ensuring they are cohesive and visually appealing.

The pair find that building awareness and trust is better than direct lead generation. Dan speaks at industry events to establish thought leadership. Both agree on the importance of consistency in content creation and encourage companies to just start creating content and not wait for a perfect process.

Takeaways

  • Creating engaging video content on YouTube and LinkedIn is an effective way to reach and connect with potential customers.
  • Authenticity and passion are key in creating successful video content.
  • Experimentation and the willingness to make mistakes are important in content creation.
  • Covering a wide range of topics, including technical information, human interest stories, and opinions, can help build thought leadership and engage a diverse audience.
  • Partnerships, LinkedIn and video content help build awareness and trust with their audience
  • They focus on creating informative and engaging videos that showcase their expertise in industrial automation
  • They have a strong partnership with their vendors, who help spread their message to the end users
  • They emphasize the importance of perseverance and intuition in sales
  • They have a strong presence at trade shows and speak at industry events to establish thought leadership
  • They believe in giving back to the industry and are open to sharing their knowledge and expertise

Takeaway Quote from Dan Allford

  • "Arc thrives on problems and invites companies to bring their problems to challenge them."

Takeaway Quote from Johnny Tyler

  • "Start making digital content. We are thought leaders in this industry."

Outline

00:00 Introduction to Arc Specialties and their Approach to Marketing
03:03 Engaging Industrial Marketing: The Power of Video Content
06:32 Authenticity and Passion: Keys to Successful Video Marketing
09:32 Experimentation and Mistakes: The Path to Effective Content Creation
18:32 Building Relationships and Expanding Reach through Partnerships
38:58 Building Awareness and Trust with LinkedIn and Video Content
40:06 Perseverance and Intuition in Sales
42:19 The Power of Partnerships in Spreading the Message
46:20 Recognizing Longevity and Employee Appreciation
48:34 The Impact of Trade Shows and Booth Design
51:31 The Time Commitment for Video Production
52:46 The Benefits of Speaking at Events
54:06 The Importance of Consistency in Content Creation
55:28 Giving Back to the Industry and Sharing Knowledge

Dig Into the Role of Video and Social Media in Industrial Revenue Growth

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KEY TAKEAWAYS
  • Most complex industrial purchases must clear five separate buying decisions.
  • Decisions 2 and 3 determine whether a purchase happens at all — and most reps don't know they exist.
  • Most big-ticket B2B industrial forecasts are fantasies because they ignore those decisions.
  • Buying teams typically include eight to twelve people.
  • Reps need business acumen — not just product knowledge — to engage decision-makers early.
Ed Marsh
Ed Marsh
Ed was going to be an architect because he loved the nexus of engineering and design. That was before was going to be an engineer; before he graduated from Johns Hopkins; before he was an Army Infantry Officer (Airborne Ranger); before he set B2B industrial sales records; before he was partners with a German capital equipment manufacturer; before he founded a distribution/rep company for industrial products in India; until he decided that managing a business and employees wasn’t what he enjoyed. Now that Ed’s got all of that out of his system he runs a consultancy that helps US manufacturing companies grow by applying process excellence to business development – completing the full circle back to an engineering & design combination. His practice is built on a unique methodology which combines powerful digital marketing methodologies (a HubSpot partner) with his extensive international biz dev experience.
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