Author: The Marketing Maven

  • Tips for Marketing During a Supply Chain Crisis

    Tips for Marketing During a Supply Chain Crisis

    Lack of needed parts. Labor shortages. Shipping delays. Global conflict. Multiple factors are contributing to the current supply chain crisis, putting many suppliers and manufacturers in the difficult position of being unable to market and sell certain products and fulfill some orders. It’s understandable if companies are tempted to pull back on marketing efforts if […]

  • How to Find Your Target Audience

    How to Find Your Target Audience

    It’s easy to say you must invest your marketing budget on campaigns directed to your target audience. On the other hand, it takes hard work to find those specific buyers most interested in the products and services your company offers. Consider the task a two-step process: know them, find them. First, know them Before you […]

  • How Integrated and Multichannel Marketing Fit Together

    How Integrated and Multichannel Marketing Fit Together

    The terms integrated marketing and multichannel marketing are sometimes used interchangeably. It’s easy to see why: integrated marketing can include multiple channels and multichannel marketing can be integrated. Think of intersecting Venn diagrams: the two strategies overlap but are not exactly the same. The key takeaway is that integrated marketing and multichannel marketing create a […]

  • How to Avoid Content Marketing Mistakes

    How to Avoid Content Marketing Mistakes

    Seventy-three percent of B2B companies have a content marketing strategy, according to “B2B Content Marketing – Budgets, Benchmarks, and Trends,”  a research report produced by the Content Marketing Institute. Content marketing—a popular and effective marketing strategy—has taken on an even larger role since the beginning of the pandemic, when many in-person events and meetings were […]

  • Nine Quick Tips for Stretching Your Marketing Budget

    Nine Quick Tips for Stretching Your Marketing Budget

    The economy is volatile, supply chains are erratic, and business remains unpredictable. In these conditions, you might be concerned about your marketing budget. It might be stable or it might be under pressure. No matter what the status of your marketing budget, you want to squeeze every bit of value from what you have. Here […]

  • Content Marketing is a Priority for Both B2B and B2C

    Content Marketing is a Priority for Both B2B and B2C

    At the Maven, we generally write about B2B markets and the engineering audience. But many industrial companies sell to B2C markets as well. One thing both markets have in common is the importance of using content marketing to connect with potential customers. Consumers rely on content to make purchasing decisions as much as engineers and […]

  • How to Create a Simple Content Marketing Video

    How to Create a Simple Content Marketing Video

    You’ve probably noticed we’ve been talking a lot recently about how engineers are gravitating toward video and YouTube.  Ninety-six percent of them consume video for work-related purposes, with the majority (53 percent) watching at least one hour of video weekly. Engineers under the age of 35 watch even more video content than the population of […]

  • Engineers are Embracing YouTube—So Should You

    Engineers are Embracing YouTube—So Should You

    We’ll come right out and just say it: if your business isn’t using YouTube as a marketing channel, you probably should be. The just-published report, “2022 State of Marketing to Engineers,” from GlobalSpec and TREW Marketing, shows that 80 percent of engineers say YouTube is valuable to them when seeking information on the latest engineering technologies, industry trends, and products.

  • Should You Advertise During a Supply Chain Crisis?

    Should You Advertise During a Supply Chain Crisis?

    Many suppliers and manufacturers are confronting significant supply chain challenges. Some are having trouble finding needed parts. Some may be dealing with labor shortages; others are facing lengthy shipping delays. In turn, making sales and fulfilling orders has become difficult in the short term. It’s understandable if companies are tempted to pull back on advertising […]