Confessions Of An Industrial Marketer: Recent Episodes
Aaron Downes
A podcast for in-house marketers that work in the manufacturing and industrial sector. Part rant, part confessional, part tips, tricks, and hacks. Hosted by Aaron Downes.
Here's a little pep talk for if you're feeling burned-out at networking events, or...
... if you're frustrated about always having to "make the first move" with people.
If this is the first time you're writing a Press Release for your industrial firm - or if you want to up your PR game - stop and listen to this episode.
Press Releases (if published) are like getting $5,000 worth of free advertising, in the trade pubs your target audience is looking at.
Here are 5 or 6 of things I've learned about it, including:
- The 5 types of press releases that ALWAYS get published in trade mags
- How reading the National Enquirer can make you a better corporate communicator
- How to think like the publication's frazzled Editor - and use her deadlines to your advantage!
Enjoy
If you’ve been at the company for 3+ years… It’s easy to make assumptions about how your boss, C-suite (or colleague) will / or won’t respond to your new idea or proposal. Your defensive shields are up - and the way you present your work gets filtered through that lens. But…
… What IF your boss or execs have CHANGED over those years? (Haven’t YOU changed as well?) Can you really go on making assumptions based on who they were years ago? Are they making similar assumptions about YOU that could be holding you back?
Lets explore this more. Listen now!
...Maybe it's just really hot and uncomfortable now. And why that's a GOOD thing!
This episode is for any marketer who feels like their workload is piling up, and like they're losing control.
Gather round the camp fire kiddies as your humble Narrator tells the story of his most "successful" B2B email newsletter campaign.
Why did it do so well? Listen and find out!
As Manufacturer Marketers, we don't often stop to realize this important aspect of our products. We focus on Features, Benefits, haggling with Distributors for pennies - and we forget the essence of what we're actually selling!
Episode was inspired by a LinkedIn Post by MJ Peters. Go follow her she's awesome!
https://www.linkedin.com/in/mjpeters1/
Sometimes you just gotta connect with a professional peer who is outside of your network.
How do you reach out without being an annoying pest? In this episode:
Learn how to craft a "cold" networking solicitation via:
- LinkedIn DM
- Phone
- Trade Show/Live Event
ALSO: I'll reveal the RIGHT way to deal with rejection or ghosting.
MUST LISTEN If you or a friend has been part of the massive wave of #techlayoffs. At the risk of pandering or riding this hashtag wave for brownie points, I really want to encourage you: GIVE #INDUSTRIAL A TRY!
In this episode, I go into some of the benefits of working for a Manufacturer or Distributor in the B2B wholesale sector.
Are you having a bummer of a week (or month)? Have you committed yourself to a rigid content production schedule (either for your personal brand or company), but just don't feel you have the strength to:
- write that LinkedIn status update?
- write that next blog post?
- post that next podcast?
This episode attempts to answer the question: "Is It OK to Take a Break from Content Production?"
MUST LISTEN IF YOU'RE A SALES DEVELOPMENT REP!!!
Most software providers, marketing services, and ad-driven publications are doing cold prospecting to #industrial companies completely wrong. We manufacturers are a tough beast to slay, but there are a few ways into our bleak, cold hearts!
User Experience (UX), User Interface (UI), Customer Experience (CX)... All big buzz words we like to throw around a lot in Marketing Land. But how much are we missing? Where are the big gaping holes in our customer's journey? And how much potential business are we losing by not fixing these obvious holes?
Here's my (stretched) analogy of a favorite brick-and-mortar Pizza Shop I go to. Bon apetit.
Are you working on a Relationship Action Plan (RAP)?
If your networking game ain’t solid, consider investing some time into your network – it could be your most valuable asset!
Inspired by the book “Never Eat Alone”, I spent 3 months building a RAP in Google Sheets. And as I performed this repetitive (and BORING) process, I discovered WHY I was building my RAP in the first place.
SHOW NOTES:
1) Alicia Diamond's interpretation of putting RAP into action was very helpful:
https://www.aliciadiamond.com/blog/how-to-implement-never-eat-alone-to-change-your-entire-life
2) RAP TEMPLATE #1 (C/O ALICIA DIAMOND):
https://docs.google.com/spreadsheets/d/14--HAokWVRxBfHLIq_b3czE22X86vg5-eBQUynZz1w8/edit?usp=sharing
3) RAP TEMPLATE #2:
https://pdfcoffee.com/keith-ferrazzi-one-page-plan-pdf-free.html
4) "Never Eat Alone" book:
https://www.amazon.com/Never-Eat-Alone-Secrets-Relationship
"Half of all meetings are a waste of time," says a Forbes article from 2019.
Jeff Bezos, Mark Cuban and Elon Musk say meetings drag down productivity.
So, should we completely do away with meetings? When is a meeting actually more productive than any other communication tool?
In this episode, let's talk about what I've learned over the 5 years at a manufacturing company:
- How family-owned industrials do meetings way different than corporate cousins.
- Two big, time-intensive meetings we completely abandoned. (And are better for it!)
- Three meetings we instituted that really improved effectiveness and communication for everyone.
How do you keep "swag" from ruining your life? I'm talkin' hats, shirts, koozies, banners, prizes, etc. Arguablly one of the more annoying aspects of any B2B marketer's day.
But what if I told you there is a simple way to make a big part of this headache go away? What if there was a seamless way to track your inventory of "swag" so you don't have to check the storage closet every time?
Also, check out Ep. 17 I talked about the Importance of "Swag" in B2B Marketing.
Early May, we got to see Dave Chappelle at the Hollywood Bowl! (Yes, the one where the guy tried to rush the stage with a gun-shaped knife.)
But we're not here to talk about that!
Cause this great sage and philosopher of our time had a very interesting bit about "Dreams". And if you're trying to improve your Networking Game (like I am) LISTEN TO THIS EPISODE right now! And know your place.
Why you should hire "The Wicked Child" for your marketing department. (And why you should be wary of "Good" or "Shy" child.)
Passover is the time we remember the Exodus from Egypt. The same "lessons" are taught over and over again - yet we get a different meaning each year. This year a certain passage in the Haggaddah struck me titled "The Four Children" - and of course I had to make a connection to Industrial Marketing!
If you could only have an abundance of one - Money, Power, or Fame - which would you choose?
Asking yourself this question might just might help you focus on your current professional and personal goal-setting... Especially if you're feeling a little burnt-out, or asking "Why am I even doing this?"
The answer might help you stay on track, and give yous some fuel to keep chipping away at a goal, bit by bit.
Or... You just might realize it's time to put down the axe and pivot.
In this episode, Aaron has a personality crisis while tending his backyard garden. And grasps desperately for marketing / gardening metaphors.
Was David Ogilvy right? Does being an A-List copywriter / marketer / advertiser mean you HAVE to give up hobbies, and spend less time with friends and family?
If you are struggling, asking yourself "Am I REALLY This Person?" then maybe this episode is for you.
Are promotional give-away items (a.k.a. "Swag") really worth the investment?
Does having your logo on T-shirts, posters, hats, stickers, displays, pop-sockets, notepads, etc. really push the needle on SALES or BRAND AWARENESS?
I'll admit, I used to HATE swag. Thought it was a complete waste of money. A crutch for sales people. Until... We finally had a candid conversation with our sales force. And discovered the TRUE meaning and purpose of Swag.
In this episode, I go over 5 reasons why having GOOD swag may be very important to your business.
Are you having one of those weeks (or months) where you're really, REALLY busy? Do you feel overwhelmed? Like your cup is over-flowing? Like you'll never be able to dig yourself out?
Maybe that's a GOOD thing! In this episode, I reflect on January 2022 - the BUSIEST month I had in two years! The feelings of burn-out, coming home irritable... And the sage advice that helped me see this busy period in a positive light.
MUST LISTEN FOR YOUNG MARKETERS! What really makes a person "Ready To Buy?" What if they check all the boxes in your carefully-crafted Customer Persona - And yet they're STILL on the fence? Move to "Think It Over, Iowa?" Or just plain say "No"?
There's one killer insight about people and the lives they lead. I first learned it in the Boron Letters by Gary Halbert - and then only 2 other places since. It's very likely YOU aren't using it - SO LISTEN UP!
Show Notes:
"The Boron Letters" by Gary Halbert
https://morgancrozier.com/boron-letters/
Your boss calls you out on a pattern of behavior... and his critique cuts deep! You get angry. Resentful. You think he's being unfair.
What do you do? How do you respond?
In my early days, I woulda' gone off the rails. Let emotions take over. And that NEVER ends up well...
I've since learned a BETTER way to respond (diplomatically) with my Supervisor / Helpful Critic. A way that helps you grow, and keeps comms channels open with your supervisor / colleague / friend.
Young marketers, take some notes on this episode!
MUST-LISTEN FOR SMALL BIZ OWNERS & ENTREPRENEURS! Are you just so busy "running" your business and "hustling" like Gary V. said to? Well, guess what? Your customers are quietly walking out the back door... And if you're like most biz owners, you have NO IDEA it's even happening! This concept of Customer Loyalty hit home for me recently, when I switched Barbers -- leaving a bespoke Barber I'd known for years... And going to a basic strip-mall barbershop instead. See if you can't identify a few nuggets worth trying in your business!
MUST LISTEN If you're just starting out as an #IndustrialMarketer! In 2017, I start working for a manufacturer of electrical construction products. We sell to electrical contractors, via wholesale distributors. (Doesn't get more B2B than that!) I learned a lot of lessons the hard way. And through the process I overcome my own insecurities, tame my ego, and learn the value of patience and consistency.
Thought about joining an association, council, committee or non-profit group? These organizations can be a great way to diversify your network. And if you're just outta' college (no experience), this can be your jumping-off point into a career. But... If you join for vague reasons... These groups can also be a BIG time-suck!
In 2014, I joined a Neighborhood Council. It opened my eyes in many ways to how city services and building developers operate. I learned how to steer committees, set agendas, and secure funding.
(I also learned how to WASTE a lot of valuable time and energy!)
So before you join an association or committee, LISTEN to this episode first. Learn from my mistakes.
SHOW NOTES (Groups to consider joining):
https://www.councilofnonprofits.org
https://www.ama.org
https://www.awai.com
https://www.chamberofcommerce.com/chambers/
https://www.toastmasters.org/find-a-club
Does your company have a system in-place for gathering installation photos? If not, you could be leaving $1,000s on the table! Each photo of your product installed in-the-field has the potential to make a sale all on its own... or, add that extra "oomph" to your product description page.
Here's one simple way for in-house marketers at any level to START YOUR OWN PHOTO CONTEST! You'll also learn about some of the other photo contest platforms out there, and how to word your Terms and Conditions to stay out of legal hot water.
For a really simple, easy to use platform check out Rewards Fuel.
- I leave the lighting company to film a documentary, and end up broke again months later. This difficult period forces me to really re-think what type of marketer I want to be… And I finally get serious about how to apply for jobs and conduct interviews. SHOW NOTES: For any marketer just starting out, I highly recommend you sign up for Neville Medhora’s Copywriting Course eNewsletter. This was my gateway drug into the world of marketing: https://copywritingcourse.com/
- The start of my industrial marketing career was at a small start-up lighting distributor. I learned the basics of the supply chain, the manufacturer > distributor > end-user relationship, and the technical side of emergency lighting and commercial lighting. I also learned about search engine optimization (SEO), how to build an eCommerce site from the ground up, plus a few tricks for writing a LOT of content. If you're just getting started in industrial or B2B marketing, this episode should be a good listen.
2011 - After graduation I experience 1-1/2 years of shaky employment, taking odd jobs, questioning career goals as a filmmaker, another disastrous movie, and hitting rock bottom. If you’re experiencing similar circumstances right now, this episode might provide some encouragement - there is a “light at the end of the tunnel” for you too.
2010-2011: In my Junior and Senior year in film school, I switched majors from Editing to Screenwriting. I learned the fundamentals of storytelling from my most influential professor, and got dragged into producing not 1, but 2, over-ambitious and disastrous Senior thesis films.
In 2007, I followed dreams to become an "auteur" movie director. But in the first two years at Film School, my major shifted to Editing. I also produced a disastrous short film that gave me a crash-course in financing, contracts, and dealing with difficult people.
SHOW NOTES:
"Bounce Back" - A short film I made in an editing class. Still pretty charmed by it.
https://vimeo.com/69860232
How To Use Keyframes in Video Editing
https://youtu.be/n9eVnr2grWQ
Lower Thirds Titles / Graphics for Video
https://youtu.be/LGRmB2Y7FOA
If you told your 18-year old self you’d have a career in industrial marketing, would they laugh at you? Mine sure would! But my journey can be traced back to 2002, when I enlisted in the United States Navy as a cynical punk kid looking for direction in his life.
Trying to find the RIGHT type of content to promote your personal or professional "brand"? For many, podcasts can be an awesome outlet... unless... you get bogged down with worries about equipment, booking guests, editing, and graphics. Here's how I got it started after 2.5 years of "thinkin' about it." And why I keep it raw and simple.
SHOW NOTES:
"Are you struggling with your personal brand? It’s probably because of this." - by @markwschaefer
https://businessesgrow.com/2021/07/05/your-personal-brand
Struggling to find a “Voice” for your personal or professional brand? Not sure if you’re qualified to speak on the topics you’re passionate about? Here are two (or three) forces that finally pushed me over the edge to start podcasting - even though I still didn't feel ready.
SHOW NOTES
Get your free copy of Russel Brunson's Expert Secrets (lots of good stuff on personal branding, AND you'll see a really good email auto-responder sequence).
https://expertsecrets.com/getesfree-1
Go follow Aaron Witt (no relation) to see some honest "Story-telling" on social... in an industry drowning in corporate-speak and techno-babble.
https://www.linkedin.com/in/aaronwitt/
@buildwitt
Dirt Talk Podcast: https://buildwitt.com/dirt-talk/
Free Podcast-for-Dummies Application: just start recording with Anchor!
anchor.fm
As in-house marketers, we often have to aggregate feedback from multiple team members. Feedback that is fraught with contradiction, incomplete thoughts, confusion, and missed-nuances. It isn't your team member's job to clarify things - ITS YOURS! So here is one way that I have learned to organize and deal with multiple streams of feedback.
In this trailer, Aaron shares what to expect from the Confessions of an Industrial Marketer podcast. Who is it for? Why does it exist? And What's going to be in it?