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Our new location is in Blue Ash Ohio. We moved our marketing agency from Cincinnati's Over the Rhine in December of 2019. If you would like to arrange a meeting, please call us at (513) 463-3429. In order to keep our employees healthy and safe, walk-ins are not currently welcome.

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Address: 11223 Cornell Park Drive Suite 301, Blue Ash Ohio 45242

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What is the State of Industrial Marketing? The State of Inbound Report.

Welcome to the seventh annual State of Inbound report. We’re glad you’re here.

Whether this is your first time reading this report, your seventh time, or you just arrived here on a whim, you’re bound to have some questions.

“What is State of Inbound ?”

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What does Hubspot’s State of Inbound” report have to do with industrial marketing?”

A lot. We totally agree that “salespeople struggle with a lack of information about their leads and manual data entry.” That’s why we got into Hubspot, 65% of their users are B2B.

Is Hubspot industrial marketing? 2015 Inbound Report.

Inbound for us wasn’t a new concept. Industrial marketing has always been about educating the prospect until it hurt! Engineers are our salespersons, and test trials are our free consultation. We’ve found that Hubspot clearly speaks our language and provides a great educational platform for everyone in the organization from client to an agency. It encourages public relations and product publicity. In industry, our blogs have always been articles in the technical trade journals. Application presentations at conferences. And patents. A little overkill for selling lipstick but the day to day for us.

The other thing that Hubspot and inbound marketing, in general, has given us is a solution to the first sentence. Today, you can track a hummingbird flying around your site. And when it comes back after migration. When it finally does take a sip, you’ve connected a face with a history. Slowly, they self-qualify themselves and sales engineers just might warm up to contacting them. Or at least they’ll have a much easier call when they are following up with a request. It’s light years out of the stone age with the new tracking tools.

Is Hubspot industrial marketing? 2015 Inbound Report.

Calculating ROI is still a problem with our clients and us. But the tools are there, and they are getting easier every day. At the most recent Inbound 2015, we learned that a typical ROI for an industrial lead was 50%. Now you’ve only recovered $500 from your $1000 investment in marketing but the lifetime value of that customer could be millions. The time is now. The tools are available. And free with Hubspot!

One thing we don’t agree with the report is that traditional display advertising in the technical trade journals is a waste. They are for most companies because they don’t realize that your investment is also an invitation to contribute editorial material to the publication. Over 50% of the companies that purchase expensive display ads never send in new product news releases or contribute an article. That’s a waste to the 32-37% that say it is. Those technical articles should be the foundation of your content.

One other thing we disagreed with is that you can hire an outside writer to develop the content. We bring over 35 years of industry knowledge to the table, and the best you can expect an outside writer to do is edit the work of an engineer that can’t put a period at the end of a sentence. 41% of inbound is written by staff the report says. When we asked one of the writing services, at Inbound, to find us an author for “die casting lubricants,” we got zero results.

One interesting thing about the report is that 83% of marketing budgets around $25,000 use inbound versus only 45% for budgets of five million. For small budgets they only use outbound 15% versus 55% for large budgets. And this is proven out by the new companies that successfully enter a market with a very low cost educational marketing plan. They write, they speak, and they become the answer guys for their industry. You can’t stand on the sidelines anymore, information is too accessible.

Something that won’t come as a surprise is that Sales thinks Marketing isn’t relevant, and Marketing thinks Sales isn’t looking for new markets. It’s still true. You can’t have a successful marketing department without some of the most experienced, insightful and visionary people in your company. Unfortunately, that’s rarely the case. They have to predict the future, and that’s very hard. Sales have and always will have their hands full dealing with applications and customers. What’s new is that the software has gotten to the point that it can help predict the future and sales training methods encourage market innovation. Mainly because it teaches sales to listen to the customer, verify their satisfaction and share their needs. It just makes good business sense that sales and marketing start rowing together. Hubspot’s training tools do that. They are designed for marketers, but they teach marketers how to make the sale, keep the customer and grow their opportunities. In one word it’s, Delight!

It’s so refreshing to have a tool that get’s it! Download the full report by clicking the image below or here.

Download, The State of Inbound 2015

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Hubspot: The Solution for No Time” Marketing Communications”

Overwhelming. If that’s what marketing communications has become — help is on the way!

Gone are the days when a few publications covered your industry and only the accounting department had computers. Now the biggest change is smartphones, it’s practically impossible for a company to afford programming for the small screen. There is a solution, Hubspot. Here’s a list of the advantages:

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Is Marketing Automation a Good Industrial Marketing Idea?

Your Top 10 Workflows Questions Answered

by Stephanie Lussier

Date

March 21, 2014 at 9:00 AM, website

(Thanks to Stephanie for this article on marketing automation. Most industrial marketing professionals don’t use marketing automation. It’s considered an insult to treat engineers with these techniques except for mundane confirmation and reminder emails. Still, this is the future of marketing to the masses of casually related individuals interested in industrial products. There always have been a huge number, just look at your website logs. You have to treat the 80 percent of the public that stumbles across your site with dignity. There’s no reason not to and many reasons it can help. Take, for example, the engineer that just spoiled several rail car loads of raisins with chocolate. He’s looking for a centrifuge to take the chocolate off of the raisins and ends up renting a unit from you. You never know and marketing automation is a good way to nurture the masses that want to be communicated to in that way. Chuck Lohre)

marketing-automationAs an inbound marketer, you are working hard to generate as many leads as possible. After a certain point, you begin to generate so many leads you can’t possibly spend all day reaching out to each and every one of them. Workflows can be your answer to following up with, nurturing and qualifying those leads. Workflows are available within professional and enterprise HubSpot accounts.

The thing is, Workflows, and marketing automation in general, can be very confusing. There are so many moving parts to manage, so many outcomes to consider, so much potential for unintended overlap. It can make even the most seasoned marketers feel hopelessly overwhelmed.

To help you navigate the world of marketing automation, we’ve put together answers to the most common questions our customers ask about Workflows. We hope these answers provide the confidence you need to jump into Workflows head first!

1. Why Aren’t My Contacts Being Enrolled in a Workflow?

When you create a Workflow with a smart list as the starting condition, before turning your Workflow live, you have the option of enrolling the lists existing contacts (see below). If, for some reason, you are noticing your contacts are not being enrolled, you should first check to make sure your Workflow is active and you have the correct form or smart list as the starting condition.

If you have heard from specific contacts that they never received a specific email from you, you can look in the history of the Workflow in question and search for an individual contact. If, for some reason, a step did not execute, you will be able to see why. Most commonly, contacts are not receiving emails in a Workflow because they are already on the goal list or suppression list or their email has previously bounced and they are not eligible to get the email.

In the example below, we see that Chris could not be re-enrolled because the settings specify that contacts should only be enrolled the first time they meet the starting criteria. We also see that Stan has unsubscribed. He will not receive any of the emails from this Workflow.Contact Not in Workflow

2. How Can I Send a Follow-up Email Based on Information Someone Provides on a Form Submission?

Sending follow-up emails based on the information provided via a form is an excellent way to give your contacts a custom experience as they go through the buyer’s journey with your business. To do this follow these steps:

  1. Start by creating a smart list for each answer you would like to provide a custom response to. Double-check you have not missed anyone by forgetting a response someone could provide.

  2. Next, you will need to write an email that corresponds to each of these smart lists. Alternatively, you could write one email and use smart content to create different versions for each answer. To do this, add a new rule for each smart list you have created and enter the custom message.

  3. Lastly, build the Workflow. You have two options here based on what you chose to do in step two.

  • If you decided to write a unique email for each response (aka. each smart list), you will need to build a separate Workflow for each smart list. The starting condition will be the smart list and the first step will be the respective email.

  • If you chose to use smart content, you can create a single Workflow where the starting condition is either a smart list or a form submission and the first step is the automated email you created with smart content.

3. How Can I Send an Email Response from a Form?

You have three options for sending an email response from a form.

1) When creating your landing page, you have the opportunity to send a follow-up email at the time of the form submission. The email will be sent immediately and simultaneously to the contact being redirected to the thank you page.

follow-up email


2) You can use a form submission as the starting condition for your Workflow. When someone fills out the form, they will be enrolled in the Workflow and receive the subsequent emails.
form submission workflow


3) You can include a form as one piece of the criteria of a smart list. This smart list can be used as the starting condition for a Workflow so when someone new is added to the list (i.e. they have filled out the form and met any other conditions you have set for the smart list) they will be enrolled in the Workflow.

form in smart list


4. What Happens to Enrolled Contacts When I Change the Timing of My Workflow Steps?

If you change the timing of your Workflow steps once there are contacts enrolled, the following will happen, based on the type of change you have made:

  • If you move the steps to happen later or further apart, e.g. Step 2 was originally scheduled to execute 7 days after Step 1 and you move it so that it is scheduled for 10 days after Step 1, all contacts who have not yet reached Step 2 will get that step at the new time you move it to.

  • If you move the steps to happen sooner or closer together, e.g. Step 2 was originally scheduled to execute 7 days after Step 1 and you move it so that it is scheduled for 5 days after Step 1, all contacts who are already scheduled* for Step 2 on that 7th day will still receive it at original time. All new contacts who have not yet been scheduled will receive it at the new time, 5 days after Step 1.

*When looking at a Workflow, you can take a look at the “History” for each contact who has ever entered the Workflow. Here you can see that when one step executes, the next is scheduled. workflow history


5. How Do Suppression Lists Work in Workflows?

A Workflow suppression list is a list of contacts you do not want to be included in your Workflow. Whenever a new contact is enrolled in your Workflow, before any steps execute (including those with a 0 delay) the suppression list is checked to verify they should be enrolled in the Workflow.

You can add suppression lists to any Workflow under Workflows settings.


workflow suppression list

6. How Do I Remove Contacts From a Workflow?

Contacts are automatically removed from a Workflow when they are added to a goal list or a suppression list. You can also choose to automatically remove contacts when they no longer are a part of the original list (starting condition) or when they are added to another Workflow.suppressions and priorities

Alternatively, individual contacts can be removed manually from a Workflow by going to their contact record and choosing from which Workflow you would like to remove them. The Workflow area can be accessed by clicking “Workflows” on the left side of the contact record.


removing a contact from a workflow

7. Can Someone Go Through a Workflow Multiple Times?

In the settings area of each Workflow you have the option of allowing someone to be enrolled each time they meet the starting criteria of a list. Without this option selected, a contact that meets the starting criteria a second time will not be enrolled.


Workflow settings

8. How Can I Schedule a Workflow Email to Send at a Specific Time and Date?

For both standard and property-based Workflows, you are unable to specify the exact date and time you want the email to send. In a standard Workflow, the steps will execute based on when someone is enrolled in the Workflow. For a property-based Workflow, each step will execute based on the timing you select around a contacts individual date. You are unable to specify the exact date and time you want the email to send. You can, however, specify a time range within which you want the steps to execute. The timing will be based on the time zone set in your HubSpot settings.Workflow settings time range

In a fixed date Workflow, you are able to pick the exact date and time you want contacts to receive the email. This timing will be based around the fixed date you include in the Workflow.


9. Can I Use Smart Content in a Workflow?

Yes! Using Smart Content in Workflows offers a great way to take your segmentation and nurturing efforts to the next level. This combination empowers you to appeal to multiple segments without building a Workflow for each. You can create one Workflow that appeals to a broad audience and then use a few more granular smart lists to dictate what content shows to each segment.

By using Smart Content in a Workflow email, a single email can display slightly different content depending on who is opening it. For example, if you wanted to show a photo of a flower to your gardener leads and a photo of a house to your construction worker leads within the same email send, a smart content module would dynamically choose what photo to display depending on whether it was a gardener or a construction worker who was receiving the email.

This can be especially useful further along in the buyer’s journey when you may be adding multiple segments of your contacts to a single decision-stage Workflow.

10. Is It Better to Use Smart Content or Personalization in a Workflow?

Try both. While Smart Content and personalization tokens both give you the ability to customize the email messages sent to your contacts, they each have different use cases for implementation.

Smart Content allows you to change the entire body of a message based on membership of a smart list or lifecycle stage. This means based on a contact’s past behavior or a series of details they have shared, you can change the entire tone and content of a message you send them. The messaging you send will be the same for the entire list of people.

Personalization tokens within an email body will help you customize the message to reflect information you have gathered about a contact, e.g. their first name, company name, business size, job title, etc. Personalization tokens can also be used within a smart content message to make the content more personable and human and make it sound less automated. When using personalization, it is important to make sure the message you write will make sense with anything that could populate the space where the token appears – a default word, like “your company” or their actual response, like “HubSpot”.

 

We hope these answers help clarify some of your questions around Workflows. Still curious to learn more about Workflows? Tell us in the comments, join a Workflows live lab or sign-up for the Intermediate Workflows Optimization session.

Try out Workflows now

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12 Changes That Will Impact Your SEO Strategy (Or not.)

May 25, 2015 // 7:00 AM, From a Hubspot Post with commentary by Chuck Lohre for the industrial search.

Written by Young Entrepreneur Council (YEC) | @

seo-changes.png

SEO is a moving target that can really affect your business. This means that as a startup founder, you need to be prepared to make your strategy work no matter what Google enforces.

(Industrial search doesn’t move that much. Sites we have done for hugh water pumps ten years ago are working perfectly well today. There product hasn’t changed in 50 years. Why should their site? They just keep getting orders from around the world because we wrote the site for people looking for that very unique pump. If we had anything new to say we would, but we don’t)

We asked 12 entrepreneurs what trends they have noticed in the past year and how they have prepared their business. Here’s what they have noticed:

1) Increasing Attention to the User

In the past, SEO was all about manipulating data and keywords to gain search engine rankings. However with the leak of Google’s Quality Rating Guide back in August, it has become crystal clear that modern SEO is all about adding quality rather than quantity. We shifted our entire content marketing strategy to be about the user, creating engaging content that compels our audience to take action.

– Phil LaboonEyeflow Internet Marketing

(Still, you have to use the words that your visitor is searching for. Search engines can’t guess what you are thinking.)

2) Optimizing for Mobile Traffic

Google recently started including a ‘mobile-friendly’ notion next to website for mobile search results. Making sure you have this next your site increases the CTR for your website and the over amount of traffic. I suggest you test your site with this Google tool.

– Yossi FishlerAndy OS, inc.

(It’s all the rage but the jury is still out on this when it comes to multi-million dollar machine tools. A very large percentage of those searches are on a desktop and not a tablet or cell phone.)

3) Emphasizing the Importance of Social

Whether it’s social sharing from your site or traffic coming from social media, the importance of social engagements is really affecting SEO. It’s part of SEO’s way of measuring interactions with your pages and content, which are proving to be more and more important. If no one is interacting, it reflects poorly on your page quality and hurts your chances of ranking.

– Brooke BergmanAllied Business Network Inc.

(The largest social feedback we get is when we misspell a word! Of course we were explaining the energy involved in a process and the preventive maintenance procedures.)

4) Identifying Negative SEO

With penalty algorithms, negative SEO can now impact businesses that are not carefully watching their backlinks and other metrics. There have even been studies of sites hit by negative SEOs that sent bogus traffic and negatively impacted bounce rate and CTR from Google SERPs. Watch your link profile, analytics, and be on the lookout for misuse.

– Marcela DeVivo, Gryffin Media

(The only backlinks we have are from industry directories we like and our customers use.)

5) Focusing on Storytelling

Keyword stuffing is a thing of the past. Now, artful storytelling is the only way publishers will get visibility in the SERPs. Our business focuses on helping brands create compelling content with YouTube creators, so updates to the Google algorithm have been immensely helpful in improving our value proposition to clients and the long-term value brands get from their Grapevine campaigns.

– Danny WongGrapevine

(Keyword stuffing doesn’t mean not using you keyword in the URL, title, headline and body. That’s just common courtesy to the visitor. And to the search engines.)

6) Introducing More Penalties

Our daily tests from 5,000+ sites prove that you will get penalized for both on-site and off-site issues that you may not be aware of. Look closely at the quality of pages you’re indexing in Google, eradicate duplicate content, improve your user experience, and ensure you’re monitoring your incoming links, disavowing those that are working against your assets. It matters more now than ever before.

– Alex Miller, PosiRank LLC

(We’re not sure if this is duplicate content. But it would be if this was a much more popular blog.)

7) Looking for a Google+ Page

If you are a local business, having a website isn’t enough to rank well in Google’s local search listings. If you want to rank well you need to unlock, verify, and optimize a Google+ Business Page (referred to more recently as a Google My Business Page). If you want to maximize your search traffic from Google, treat your Google Business Page as you would your website, and optimize accordingly.

– Kristopher JonesLSEO.com

(It’s fun to update your Google + page. Not sure if it effects much yet.)

8) Aggressively Targeting Blog Networks

At the beginning of 2014, Matt Cutts, head of webspam at Google, announced that the idea of “guest post networks,” which had been effective in the past, were on their way out. In the middle of 2014, Google took action against several large networks, including MyBlogGuest, and penalized many high-ranking sites that had participated in linking schemes. Guest bloggers need to rethink their strategy.

– Sathvik TantryFormSwift

(This is the practice of making a post to your blog with a URL to the site they are promoting. They are done by robots and sounc goofy.)

9) Optimizing for User Experience

Where do take your SEO strategy when you’ve got links, titles, and content covered? Recently we’ve revamped our site to offer a better user experience. Within three months of rolling out the changes, time on site is up 30% and our bounce rate is down 9%, all while our search traffic is up almost 110%. Google is looking for quality indicators. Make sure your user experience isn’t sending the wrong ones.

– Nick ReeseBroadbandNow

(What is a better user experience? Making it easy to find what they are looking for with out looking too busy.)

10) Becoming More Predictable

SEO is now easier than it has ever been thanks to big data. The key to successful SEO is having a strategy in place that records your previous efforts, compares those efforts to your current results, and then predicts which activities will provide the most value in the future. SEO was an art before big data. Now it is a science.

– Roger BryanEnfusen Digital Marketing

(Determine the keywords that are important to your business. Write your content to educate the visitor about those topics. If you don’t rank, buy AdWords, but never stop trying to rank free naturally. We have retired AdWord programs after the client’s site was ranking naturally for all the important phrases.)

11) Using Location as a Source

Since we are a global identity verification company, it’s important to understand how changes in Pigeon’s algorithm would affect the visibility of our website in local listings.

– Stephen UffordTrulioo

(Even un-local purchasing is effected by location. Local offices and sales reps are the cause.)

12) Optimizing for Entity Search

We’re always looking for opportunities to increase our footprint in Google’s search results. With more search queries ‘answered’ directly in Google’s search results, we only need to spend a few hours of development to be eligible for inclusion. As semantic markup expands to identify more entities, our business will be relevant for more complex and user-specific queries.

– Andrew SaladinoKitchen Cabinet Kings

(What he means is, if the visitor can get their answer by never clicking on your link, Google has succeeded. But a tree does make a sound even is no one is there to hear it.)

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