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Industrial Press
Releases, Related Industrial News Articles, and Google News
Industrial marketers must embrace
the industrial press release since a well optimized press release
will beat the Google Algorithm every time. News is news whether it
is a piece on your new widget or what crazy antics Britney Spears is
currently up to.
Here's how we got there, a search engines biggest strength is also
its biggest weakness in that it has to show the most relevant
results for an end user's search query. Since news is constantly
changing and updating then a search engine has to constantly update
what is currently in the news and therefore press releases that
cross the wire do not have to go through Google's algorithm or at
least are not nearly as scrutinized. Once your industrial news
article is in Google news it will stay there for 30 days, after
crossing the wire editorial pick-up will be around for a long time.
So bear with us on this, if you write a well optimized press release
about your unglamorous widget, post it on your site, and have it
cross a news wire service. Then it will show up high in Google.
Try these examples
Bear Stearns,
Britney Spears,
Paul McCartney or
New Rivet Tool The latter being the most unattractive news story
of the 4, you will see at number 5 in google.com is a pick-up
article in New Equipment Digest magazine (link
http://www.newequipment.com/303/Prod...62687/303-1570) From a
press release dated November 2007 about a new product launch for a
new rivet tool that is still ranking high in Google because of its
editorial pick-up.
At Industrial Business Marketing we try to educate people in
thinking about original and compelling website content, and not
about when the next Google Page Rank update will be or what the
latest trick is to fool Googlre into ranking your pages high.
So to the people out there that are looking for the Google holy
grail, we have a good reputation in helping companies optimize their
sites and have never once been concerned with Page Rank.
Posting news into a blog is great
and we cover this topic in detail - however this is not the same as
submitting an release to a Newswire service. while there are many
free services on the web the two we recommend are PR Newswire (www.prnewswire.com)
and Business wire (www.businesswire.com), you only need one service
(i.e. there is no need to submit your news story to both), it costs
about $250 to submit, and you need to setup an account. We can
help.
Remember if you are releasing press or newsworthy items then you are
looking for editorial pickup too, so a rule of thumb is never,
submit your news release on a Monday morning or a Friday - Tuesday
seems to be the best editors day for pickup.
When done correctly, the backlinks from a good PR piece will help in
Google rankings, but most importantly increase your targeted site
traffic.
The following is an Industrial
Article we have written and have submitted to the many article sites
on the web
The Three Sure Things in Life
And one of them is death (of Western Industrial Commodity
Manufacturing)
By Darren Byrne
 I was sitting at home in my office recently late one night filling
out my tax return online when suddenly, in a flash a thought struck
me. The two sure things in life that we can all expect are death and
taxes, nothing new here. So death we are pretty sure about and taxes
we can argue that the Bush tax cuts presented a huge tax relief to
the wealthiest Americans; depending on whether you’re a conservative
or liberal. However, the fastener industry also benefits in a very
substantial way from this statement in that the third sure thing is
every product in life needs fastening. Think about it; the chair you
sit on, the car you drive, the golf clubs you blame for the lousy
score you got on the last round you played, the TV, the Computer, do
I need to go on? Again, look at one of the first inventions in
history, the wheel, tell me what wheel in today’s day and age does
not need a bearing? Not even McDonalds, Walt Disney, or 3M, GM, and
IBM can profess that their products or services are sure things.
So why is the fastening or bearing industry and countless others not
rolling in the dough? Economic conditions suggest that the world’s
middle class is growing, so the need for consumer products is
growing and the need to fasten those products has to be growing. The
fact that North American and European light vehicle production will
remain flat at 16 million units and 20 million units respectively,
in emerging markets such as China, India, and Korea, the production
numbers are expected to grow by 20%. Once again, why are western
commodity industries not rolling in it? Are Asian cars glued
together or taped maybe? No, the simple fact is that the fastener
industry was once fat, dumb, and happy, now they are just dumb or to
put it a better way insane. Einstein’s definition of insanity:
“doing the same thing over and over again and expecting different
results.“
 Let’s face facts fasteners are commodities, as are specialty
fasteners or “boutique fasteners” as I like to call them. You can
say the same thing for clamps, bearings, valves, seals, gauges, etc.
so why are all western Industrial Commodity Manufacturers in the
same boat when it equates to their dwindling market share? Insanity
is the answer. Someone once shouted through the streets of Boston
“Look out! The British are coming, the British are coming!” well
guess what? “The Chinese are here, the Taiwanese are here, the
Indians are here!” in the form of cheap offshore competition, with
products that work equally as well as ours.
So let’s look at the insanity; there are many Industrial Registers
out there that charge phenomenal amounts of money for your listing,
ask yourself why do you want to be listed amongst your competitors
whether they are domestic or offshore? Obviously, the more you pay
the better you will rank. This is an OEM purchasing agents dream to
have you all compete on price. These registers have evolved from
traditional paper to the Internet and so can you. I am not
suggesting print is dead by any means since you are most likely
reading this article in a printed magazine, but the four P’s of
marketing can work equally as well in the traditional channels to
business as they can on the Internet and it’s simply
called Price,
Product, Promotion, and Place. If someone downloads your literature
from the Internet, guess what, you just saved $4 in fulfillment
labor cost, print, and postage, and to top it off you have just
received a lead from a prospective client. Since we are talking
about industrial commodity manufacturers here, there’s a good chance
your product is not glamorous like Victoria’s Secret or Ferrari for
example. So when that prospect does download your literature you got
to ask yourself why on earth would anyone want to look at a
fastener, or a valve, or a seal, or a bearing? Oh, unless of course
they might have a need for it. Ka-ching now you are in business. Why
do you have that website anyway? How come your product managers are
spending most of their day special pricing instead of promoting your
product? Why are distributors using your manufacturing facility as a
master distributorship? Did DaVinci paint the Mona Lisa to stuff in
a back bedroom closet?
A positioning strategy was developed for a major fastener
manufacturer that has immediately disseminated 250,000 leads to
their global sales force in the last four years, and these leads are
a pure marketing pull from the world’s fortune 1000 manufacturers.
They contain the who, the what, the where, and the when and the
information sits very neatly in the sales person’s BlackBerry
alerting them to the prospects immediate needs, the why. These leads
consistently identified $6,000,000 of incremental business or about
10% of new sales for the company on an annual basis and are measured
through their Customer Relationship Management (CRM) system. On top
of this, one million pieces of literature were fulfilled through
customer self-service equating to $4 million dollars of savings that
went straight to the bottom line. Online automated pricing
strategies and product discovery methods allow any person internal
or external to find and price any product without sacrificing
margin, all at the click of a mouse. At the same time prospects have
the ability to download 3D drawings of every product in any version
of CAD on the planet. The system was designed in such a way that it
never says to the user “No matches found” or the dreaded “0 products
returned” and hence value was created for all.
The company sits at number 1 in Google for generic searches for a
product that they have not yet even launched, while 4 other
competitors who have been selling that commodity for 30 years in the
US are nowhere to be found. This is pure positioning, not eMarketing,
just marketing! With 250,000 names sitting in their database they
can now micro-target and one-to-one message to their massive
audience at a fraction of traditional campaign costs. Physical
addresses change all the time, but email addresses stay with you
wherever you are positioned around the globe. The fact of the matter
is that any distributor and manufacturer can do this, but once again
you have to read the definition of insanity. The secret is to make
sure your site expounds value, and tells your story, i.e. quality,
delivery, discovery, etc. and of course making sure it is highly
visible in search engines for any person to find which requires a
positioning strategy using Search Engine Optimization (SEO)
techniques.
Take a look at your kids; put them in front of a computer at age two
or three and they’re already off and running, clicking and pointing
at everything they see. Ask yourself how is he or she going to do
business with me 20 years from now, assuming you’ll be a going
concern then? And speaking of going concerns, where is Digital
Equipment Corporation who was once a darling of Wall St? The
company’s ultimate demise can be attributed to them ignoring the
disruptive forces of micro-computers in the early eighties and
continuously focusing effort on their mini computer technology. Did
the arrogance of Xerox, who thought massive copiers that can do
everything from copy, collate, and make the coffee open the door to
the desktop copiers from offshore manufacturers like Canon and Fuji?
Next time you use an automated teller machine remember that not only
are you doing the banks work, you are most likely paying for the
privilege of doing the banks work freeing their staff to work on the
more value-added features of banking such as writing loans and
selling bonds. The same can be said for unattended supermarket
checkouts, we use both of these services in the name of value.
Equate these examples to one of your prospects finding and printing
your catalogue or portfolio, it’s going to free up your personnel
resources to work on creating more value to your customers.
At the end of the day, if you’re an industrial manufacturer of
commodity products and you are not constantly changing your methods
of doing business then you are the epitome of insanity. Don’t bury
your head in the sand and expect that the internet is a passing
phase. I ask you to embrace this channel before your competition
eats your lunch; don’t be a Digital Equipment Corporation.
Darren Byrne is leading Industrial Marketer with 25 years of
industry experience in commodity manufacturing and can be reached at
darren.byrne@industrial-seo.com
203-264-3533
For more information:
Call: 203-264-3533
71 Pond View Dr.
Southbury, CT 06488
support@industrial-seo.com
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