The Manufacturing Executive
The Manufacturing Executive

Episode · 11 months ago

Content Distribution: Getting Your Ass(ets) in Front of People Who Care w/ Matt Sciannella

ABOUT THIS EPISODE

We'd all love to create content and then sit back and wait for the phones to start ringing. But that doesn't work.

You have to be proactive. Learn how and where your prospects and customers go to consume content online and deliver it to them in those channels.

The only content that works is the content that's actually consumed.

On this episode of the podcast, I invited Matt Sciannella, Senior Strategist at Gorilla76, to talk about content distribution.

Matt and I discussed:

  1. The reasons we need to be talking about content distribution
  2. Why the mindset around the downloadable ebook is starting to change
  3. When you should venture onto a channel other than email, Facebook, LinkedIn, and YouTube

To ensure that you never miss an episode of The Manufacturing Show, subscribe on Apple Podcasts, or Spotify, or here.

Tha Guarantee You, if you listen tothis, then you do it you're, probably ahead of like ninety percent of yourcompetitors, who are not, who are still doing trade shows who are still lookingat printads, who are still being in their head against the wall, wonderingwhy they can allerech one percent of their audience doing organic facebookpost welcome to the manufacturing executivepodcast, where we explore the strategies and experiences that aredriving midsize manufacturers forward here. You'll discover new insights frompassionate manufacturing leaders who have compelling stories to share abouttheir successes and struggles and youwill learn from BTO B sales andmarketing experts about how to apply actionable business developmentstrategies inside your business. Let's get into the show welcome to another episode of theManufacturing Executive podcast. This show is being brought to ou by oursponsor cadinus part solutions: I'm Jo Sulvvan your host and a cofounder ofthe Industrial Marketing Agency, Gerilla, seventy six. So when welaunched this podcast earlier this year, I built a list of potential guests whoI thought could contribute something of value and on that list was amanufacturing guy who had also just colaunched a podcast, the industrialmarketer. What I didn't know, then, was that by the time his episode came up,the Ky would be working alongside me at Carilla, but the stars happened to aline late this summer and match Chanella, formerly of software startupgravy and welding manufacture. Abicor Binzel was on the job hunt right whenwe happened to be hiring a senior strategist at gorilla, and so here weare so let me take a moment to introduce today's guest match anella ofour own Gerrilla. Seventy six Matt has been working in marketing with thetrades for about nine years. He started his career. Doing technical andproposal writing for eigt companies before transitioning to design buildconstruction there. He was introduced to marketing and specifically inboundmarketing and marketing sales alignment in two thousand and Sixteen Matt movedto welding equipment maker, Abicor Binzel, where he began as marketingmanager and moved up to marketing director. For the United States andCanada there he grew. The Marketing Department from a prined trade, showfocused approach to inbound content and demand generation, creating over twopoint: five million in marketing sourced pipeline and expanding theinbon marketing program internationally to countries like Brazil, Germany,Mexico and the UK Ma moved to start up company gravy tobe their content director for a brief spell before returning to theindustrial space, a senior strategist here at Gerilla, seventy six mattwelcome to the show. So I just need to ask you: Why did it take so manyepisodes you to bring me on the show Yif? You have me listen to be on anyway, because because we just wantedto make you wait, I know Clealy, I'm so happy to be on this show, and also justhappy to complete the industrial market or podcast appearance on themanufacturing executive. Since NJ was your first guest I' hoping I won't beyour last, but it would be kind of cool if we book ended being guest on yourpodcast, yeah, yeah, absolutely, but no you're, sorry you're, not the last.I've already got about five more lined up, so good, try well well, Matt, we have we've talkedquite a bit on Thi show you know through the first twentiish episodes orso by the time. This one goes live about content creation from video towritten T, audio, we've talked about thought leadership and the idea ofextracting knowledge from subject matter experts within a givenorganization. But what we haven't really talked about yet is contentdistribution. So- and I know this is a passion of yours- it's one of thereasons we brought you on at guerilla because you've done it before you're,passionate about it nd. You know, you've seen what works and you had yoursuccessis and failure. So can you start at a high level by just defining whatexactly we talking about with content...

...distribution yeah, so I mean on areally high level content. Distribution is simply. How am I going to get theassets that I make in front of the audience? Who cares about it and so in a high level N, that's kind of whereconten distribution kind of falls into place. It's and you really think aboutthat almost before you make the content, because a large part of like where youwould distribute it is like okay, what kind of piece of content am I going tomake you know if I'm making a blog post, I'm probably going to be relying onseolying on email using paid media on facebook, because it's price right, soI could go distributed on that organic social media, hopefully subject matterexpert will do it. Maybe even you can have your subject matter: expert postedon their linked in as a pulse article as well. I've seen companies do thatwith success. It's good way to get just additional exposure if there's nopenalty for it, so distribution really just comes down to like what Aset am Imaking and then how am I getting in front of my audience at a really in themost effectiveway possible to guarantee that they'll actually consume it yeahthat's good overview. You know, I think, there's like a lot of a lot of BTBmarketing strategies have been very inbound heavy over the last ten yearsor so N, and I'm a huge advocate av been bound. I'm not saying I'm not, butyou can't sit back and just wait for people to show up at your doorstep. Youknow unless you're, just a massive organization, with a ton of authorityin the real world and in the online space you got to think beyond justpublishing stuff and then waiting for people to arrive and consume it, and Ithink distribution is about looking at different channels from you know,inbound to paid media to outbound and figuring out what'. How are we going toget all of these insights in front of as much of our total addressable marketand with a regular cadence right? Yeah? Right I mean what you want is amarketer when you're doing inbound is you want people to come in Bownd theask for a quote request or requested demo or Orophi like that, that salesintent conversion, but in terms of content I mean, I would say, you'regoing to be mixing an indown, an outbownd model. With that I mean youneed to get content out in front of people. It's way too competitive rightnow, with all the other things that you have to compete with, not just withinyour industry but externally as well. I mean you cam pete, with CN and ESP, andfrankly I mean this is what people spend their time on the Internet doingso you better make sure that you're out there finding them, where they'respending their time on those awareness channels like facebook and linked in inyoutube an on those intent channels as well like Google. So you have to havethe right mix of content and distribution in order to effectivelycreate your demand generation engine as a and an indutrial company. I mean thesame as it would be: An assass company, a be Tobe marketing tactic that startedgaining a lot of popularity, say eight or ten years ago. Is this idea of adownloadable ebook fill out this form get this white paper or Ebook. We made.We get your contact information well over the last year or two I've startedto see a big mindset shift from a lot of some who, I think, are the smartestmarketing people out there about this strategy. You know, can you talk alittle bit about why the mindset around the downloadable Ebook in exchange forcontact information is starting to change. I think it there's a couplethings that go into that. I think one is the EBOOK is whenthat' time it was made. It wasreally the only thing out there for you to make right. Let's make this bigEbook, let's make it thirty to sixty pages, let's put a bunch of content inthere and let's have people give us their email and nformation exchange inexchange for it, and it was really almost the only other than the blog,like the only conttat thing out there like eleven hors wor Coaly, a thingthen youtube videos, weren't, really a thing, then all the other kind ofmicrocontent stuff, which we'll get into wasn't, really a thing then. So atthe time the evook was a really good...

...play and it was so new and novel tomost contact consumers that it was like CAS S is. This is awesome. I mean thisbusiness is just giving away their information on their expertise for myemail. Well, you know fast forward now five years and everybody is doing thatand everyone's just inundated with really crappy email, followups off ofEbook downmoads and now people were like. You know what the idea of theebok isn't very attractive to me as a content, piece anymore, because I knowwhat the play is. After that, it's I got a sales guy who's going to try toask me if I can book fifteen minutes on my calendar and I'm going to DalityEvok, then I', probably not even going to read, like just think of the effortnow to read an e book. I want, I mean the audience who's listening o. This isask yourself, honestly, when's, the last time you downloaded in e book andread the entire thing, my guess, as it would be a long time ago. I I mean forme. It was like. I can't remember the last time I downloaded in Ebo, exceptwhen I downloaded a competitors e book at my last company to Skim through whatkind of content they were making, but for my own consumption for my owneducation, for my job not haven't done that in like two or three years, and Iwould argue most people's contact conceptions. Behaviors are the same.They want to read it pretty quickly. They want it package in a way that theycan understand it. They want it kind of on their time and they also want to doit without fearing that they're going to be hit up with like a really badsales, cateence aftewards, and so I learned that Leson at Binzel kind of inmy last year and a half there were like the evil download to the mql. To mysales guy following up was just it was not producing a sales opportunity forme and people weren't reading the e book, and so that made me think. Well,this really isn't the way people are consuming content anymore, and I meanthat was happening for even almost realized it. It took. You know peoplethat we follow on Linke in, like Chris Walker, to sort of just crystallizethat for me, but if I look back into my data, I'm like yeah, it's exactlywhat's happening. So that's why I look at the Ebook now and I'm thinking wellthe better thing to do with your ebo today, and this is what all the greatcontent creators do, repackage it into another form of content and get it backout into into your audience like just because it's sitting there collectingdust doesn't mean it doesn't have value. It simply just needs to be repurposedinto something that your audience would find valuable, yeah, great advice there.You know for years and years well before the download, my ebook andexchange for your contact information playbook was ever a thing.Manufacturers had leaned heavily into printeds and trade shows, and certainlyit's still still there today, but in many ways this was awareness, marketingright it was being in front of as many of of the right people as we could twere just less ways to do it back then, and it tended to be less digital innature. And then you know the downloadable Eboo Craz of the lastdecad or so shifted Tho focus from awareness, marketing into Leed, Gen,focus, marketing or performance marketing, but is companies arerealizing how low quality a lot of these ebook leads actually are like youjust hit on I'm sort of seeing this shift goingback in the direction of awareness marketing again, but now it's sort of adifferent kind of awareness, marketing that the best marketers are seeking atthis point instead of printads. That say you know we're act me corporationand here's all the amazing stuff. We sell we're talking about, distributinggenuinely helpful resources, relatable success stories and so on in front ofthe people you're trying to reach so matt. What I'd love to hear you talkabout is what mixture of content do you see working well in this sort of newbrand of awareness marketing? I mean the real simple answer of that is thebest content. That's working is the conteint. Your audience cares about. SoI would say in that regard you actually have to go out and do some f. You knowthe uncomfortable marketing work that we don't like to do like you know. Wejust want to sit in the background and feel like the silent genius, but yougotta, you actually got to go out and talk ou customers and visit them andkind of study how they do stuff. Like...

...you know, if I'm watching you know aproduction engineer on a shop floor spending his free time scrollingthrough facebook, I'm thinking well Hun, that's kind of where I want to makesure I have my content. So maybe I'm thinking not a Webanor, but maybe I'mthinking about a blog article. That's written like a newspaper article,because you know that's kind of how how people click on stuff on avenues likefacebook or I'm thinking of a video. That's caption, like you gotta, alwaysthink about you know where your in ou production, how it's loud, all thatother there's noise and there's just things going around there they're notreally listening. T youryour plugs on half the time as well. So, like I mean think about, have some empathy for yourcustomer and where they're at and that's kind of, where you're going tofigure out the best content medium. So to get that to you original question,like you know, we I've been a big fan for a long time of lebanars. I had Inever quite sort of got the formula for it, thoughAhough I was always super intrigued. Boutit, even like three four years ago,when, like they really started to gain traction in some spaces, and I was likeman, this seems like it. Coul work really really well T. I can only figureout a how to narrate it to my leadership team like this is whywebbanars are valuable and then also like. How could I extend the value ofit, and so I've always been a big advocate of Webners, and I kind gotthis formaa like about about a year ago, whereas like of course, the Leven houris just one piece of many that you're going to make within your. You knowyour content strategy, but I tend to think of content now in pillars or it'slike what is the big Wong porn piece of content that I can make that I can thenchop up. I'm Gonto do this handbosion here chop up into smaller pieces ofcontent and then distributed out on those channels, and so the people, theway people right now consume content. They've been it's the netflixing ofyour of your consumer right they when they have a problem. They want to findthey'll, find your company, if you're out there getting in front of them andthen when they have a problem and they're interested in you they're goingto want to actually consume several pieces of your content in Ara. It's thesame thing as if you go find a show on Netflix and that first episode gets youand all of a sudden. You Find Yourself on episode Eigh by tomorrow, so I meanthink of your marketing content in that sort of Franmk as well like okay, youknow I'm going to do this webonor well, you're not going to just do a Welen nowyou're actually going to try to build a whole EPISODEAC content program aroundyour Webbinar, because you ideally want you consumer to go, find your firstLebenar and then check out your second and then check out your third or maybethey'll. You know check out the little micropiece of t e contect you'll makefrom that. Second or third, but ideally you want them to consume several piecesof your content over a short period of time, and then you go back out to themon that awareness channel and then eventually, you're optimizing for againthe RFQ or the demo request. So they'll go when they have a problem whith theyneed an electro mechanical Assemtaly they're going to go. Oh, I rememberthat company WHO's been. I remember the cable guys who were doing that episodofvideo series. Let me go check them out and I' go refust. Te Quote and thenyou'll be the first thing that comes in their mind when they're ready andthat's basically how you do content at a high level. Today, in my opinion, you,you know you get people in your content dream, and so you respect the fact thatthey're buying on their timeline and not on yours, and so that consistencybuills no like trust, and then they come back to you and they are ready.And then you find yourself right. The front of the Q and they're actuallyready to make ham purchase yeah great break down love that let'stalk about channels for a second hear for content distribution. So there's athere's a time in place for email. There's a time in place for linked infor facebook for YouTube. Can you shed some light on what situations makesense for utilizing any of these or other given channels yeah? So all thesechannels have will at some point in time, have a place in your distributionmix. But I think the thing you got to...

...look at the most more than anything.This is another awkward things from marketers in the industrial space. Theprice of your product, the price of your product, actually will have anenormous impact on what channels are right for you, because you got to thinkabout. This is where kind of the analysis and the metrics goingto it.But if you're selling a five thousand dollar product, you probably shouldn'tbe distributing content paid at least on linked it, because it's tooexpensive and you're going to lose money to acquire a customer not worthit now. If now facebook, if you could target properly much better you'll pay,you know a quarter of the price of not less to find that exact same audience.If you can target properly youtube same veal, extremely cost effective. So tome, the best channels are the ones that are cost effective for you, where mostof your audience lives and where you can get at themd repeatedly with thesame kind of content over and over and over again. So that's really. My best advice is tofigure out which products you have or solutions. You have that have the mostupside for you as a business and as a marker, you feel you can make contentaround the best and promote figure out how much that cost. The averagecustomer fore you over a year and then every succeeding year because evyon anO, sface who's. Listening to this, you probably are relying on the residualrevenue model of ware items or consumables or replacement parts orlike service maintenance, or something like that so figure out over, like fiveto six years, like what's the lifetime value of this customer and then letthat kind of stuff influence, what's the best channel for me to push contentout on an at least in the paid media manner, because if you do that upfrontwork, itit'll reveal itself, I'm Goin to ask you one follow up there, so Ithink I think a lot of companies. I've seen this happen in my ownconversations Y, you say facebook and B Tob Industrial and they go like youknow, isn't that kind of, like you know, for GOOBTC and for MOMS to sharepictures of their kids or whatever. But you talk about the power of Facebook,specifically just because I think a lot of manufacturers wouldn't necessarilygo there first or think of that as a good channel for them yeah. I would Imean to anyone who doesn't think their customers are on facebook. Ask yourselfor you on facebook. Are Your brothers or sisters on facebook? Are Your kidson facebook? If you wrote a certain age and the chances are probably yes andthey probably still spend more time on facebook than any other social mediachannel now all of the ethical problems of bigs book is a totally thir debate.I mean you can have that on your own time, but to me like the the idea thatyour customers are not on. FACEBOOK is ludicrous because they are- and you can,if in depending on the industry ore and you can just target by the job title.So if you want to go, find a manufashing engineer or fasebook guess,will you can target im by that child tidle? If you want to find a Welderonfacebook guess what you can target them my job title? If you want to find a CNCmachine, it's son, basebook, guess what you can target about job titol and youcan do all of the really cool targeting things with and now all those jobtitles to me sound like industrial shod titles that most people listening tothis podcast would want to get in front of depending on what you sell. So andalso these people are on here. Theyrere engaged and if you want proof of that,go find some of those facebook groups that are out there around those kindsof categories and go see how many people are posting and engaging onthose on those groups because you'll be I'm not pleasantly surprised, but youwill be shocked at how many people are on there doing that and how many you'reparticipating and active on there and facitly they're just they're just thereto be found. I mean you just need a good content, offor a good contentstrategy and you can you can get them really for a lot cheaper than you woulda lot cheaper actually than you would to try to do a like a Printad r on yourin Your Trade Organization magazine. I mean this is an exponentially largeraudience that you can get Beui cheaper...

...for impression and you can measure itin ha way. That's important to you! So yeah I mean I. I don't know whyfacebook is a debate as an advertising platform for for industrial forindustrial, marketers or industrial companies, but I mean you're just justmaking look a lot better for perthinging that! Well you know it's just comes back tothat simple question: where's your customer: Where do they consume content?How do they consume content? You just need to understand them and how they,how they, you know, consume information right, oh yeah, absolutely and like theother thing is like these: the alchorithms hat these these socialmedia platforms are using they're, so much smarter than me, and you andpresidents and CFOs and CEOS of companies like like you. Can It's Pirmographic? It'sdemographic. It's job title it's age, it's geographical like you can get stofocused if you want to, and it's really not that difficult to use. I think youknow one things that happens with a lot of ad platforms fora lot of marketers. Is They overcomplicated like they're trying andthey try to do the wrong things on these platform, which is we get? I'mlike O. MEA m pull this back to content distomution, because I feel, like I goton topic here so like. I think a lot of people want to go on facebook and gosend out their. You know nice new, like their Swiss tixene team machine orwhatever it is theyre selling and go hey book a demo with us now withoutwarming that audience stuff with anything else beforehand, and it's likethis goes back to my point about awareness verse in tent. So likebacebook and Linkon, our awareness channels and Koogle is an intentchannel. So awareness literally means you need to disrupt them in their newsfeed with content. That is compelling and educational and valuable, and youknow entertaining and get and interrupt literally their their scroll patternand get them to engage with that, whereas on Google, these people knowwhat they're looking for, because they're typing into the search enginelike I am looking for a UCC machine and you want to make sure that you'repopping up on that with Google ads or if your so is good enough. Your ownorganic search result. So when I'm thinking a facebook and linked in I'm,not thinking of that sort of conversion like people are going on linked in orfaceof looking for, youcnc machines they're going to look at what otherpeople ere posting for constant and so me as a marketer. I want to make surethat I am when I'm distributing content, I'm distributing content, that's verysimilar to what my audience is looking for. I just need to package it up again.This goes back to packaging, making it making it interesting, a campelionupthat they'll plick through and read it and consume it. So that's sort of how,in my opinion, content distribution works in a very simple high level. Ijust think a lot of people don't have the discipline to allow that to playout, because it takes time we're going to take a really quickbreak here to help pay the bills. So two thousand and twenty has been aweird year. Industries are facing new challenges as we navigate life withouttrade shows events and INPERSON meetings. Many businesses arebulstering their online tools to offer a better experience, will also makingup for some of those missing trade show leads and that's where Kadinus pipesolutions comes in. They help you create a dynamic, Sherabl, cadcatalogue that you put on your website. Designers can preview your productsfrom any angle and download in the format that they prefer by improvingthe online experience. Engineers and architects get the data they need fortheir design, and you get a fresh lead in your marketing pipeline who needstrade shows anyway to learn more visit. Part Solutionscom leads yeah. You brought up a really importantpoint here. I think- and this is where you know we is markers. We'v got toshift our mindset, especially when the thing you sell is a big, complex, longsales cycle. You know custom piece of machinery or solution. You know just asinpert you meet somebody in person,...

...you're not going to sell them somethingon the spot right, that's not how it works, and this is such an opportunityfor you to to be in front of people on aconsistent basis to deliver things that are purely interesting to them. Youknow going to peque their interest that are going to demonstrate, thoughtleadership for you, they're going to be helpful to them and answer questionsthey have and help solve problems, and the social channers are such a greatway to do that for people to consume little nuggets of information over timeand do you for you to start to occupying a place in their mind as aleader and an authority on these subjects? That are your specialty andyou can't go in with the mindset that I'm trying to get Damos booked likeyeah. It depends on what you sell, of course, but when, when you're amanufacture, selling a complex solution, that's not the mindset here that we'retrying to get in front of people we're trying to build awareness, build trust,earn attention and, and then, when your top of mind, when people are at theright place in their buyers journey, which you can't control, they controlyou're the first one they think of right. Right and look, I mean justthink about your own sale, Cycleaza company. If it takes you twelve monthsto sell your product because it's a consultative sales process, yourmarketing content distribution strategy is not going to accelerate that to sixmonths. It's just simply not is simply going to find more people to get inthat kind of twelve month sales cycle and then maybe over time it willaccelerate it by you know a couple months. You know maybe you'll go fromtwelve month to ten months or twelve or like twelve, a nine, but like it's notit's not it's not panacea. Right like it's, not it's not going to solve allof your marketing problems for you and it's not going to magically. You know:Accelerate your sale cycle by a hundred percent at s, just that's just not howit works and to the point of the demo request. I do think it's okay to ask tolike go like requested. Demo here request the Cole, but you can't do thatwith your first advert like pay, media effort, right, like you have to you,have to breed no like trust with that same audience over and over and overand over again before you ask for the quote, or you can build some weetargeting off of specific pages so like if they go to your RTQ page or I theygo to your contact, this page and Youe like Com. Okay, that's a high level y!Now, that's that's a that's some where I want to retarget and just try to getthem into. You know to give me that Rfq or give me that devil request. Yeah, Imean that's that's that makes sense, but like overall, especially whenyou're doing coal. Targeting now I mean cold targeting is patter disruption,great content get in front of them, build no, like trust package, yourcontent to be consumed, which is another point it haven't made yetbecause, when you packin counted to be consumed on social you're, notpublishing a three thousand word block post for them to read, you actuallywant to write something. That's like you know, six hundred to nine hundredwords, and so you can guarantee they'll, actually wead it, because there's nopoint in distributing out your Blod post to your col targeted audience onFacebook, if they're GOINGNA check it out and if they're going to clickthrough and then bounce out, because thoey' like this is way too much for meto read hat. Can you cite an example or two of manufacturing organizations whetthere's? You know somebody you've been a part of helping or just what you'veobserved from the outside, but you know company that has put this type ofcontent distribution strategy into play and successfully and sort of explainhow you've seen them make it happen. The best example is your is one of yourpast guest Mj and what she's done a fire trace? I mean firetrace kills it.I mean she has tech companies asking her firdvice and for good reason,because she knows what she's doing and so fire trace is probably the example.I was Leang to the most, so they haven't all figured out because theysell one product theyre they segment very well like they got their CNCmachine division and then they had their wind turbine kind of division,and so they kind of know like okay,...

...what I they know how to segment andthey know what information matters to them, the BOT. So their targeing isvery loct tight. They also know CNC machinist. They pay Batk Cariod, isn'tthere on Linkedon, so we're just going to go on facebook and go find CNCmachinists and go you w give. You know, distribute content to them or as theirwin turbine sector, they are all n linked in and the cost it's more like.It's Moke a half million for them or whatever so really onlike thing,because that actually makes sense for me so batrase to me's the best example.They do such a great job, mixing like block content with Webinars as well asthey have great case studies and testimonials from customers that theydistribute to, and they just they just run a really tight. It's very simple toa really tight and simple marketing operation with their with their content.So again it GIV to me it goes down to likedo not overcomplicate how you do content and that that's end. That's howyou end up doing some doing. Something really mediocre like fire trace is likeWebinars, bluehugs case studies and testimonials, and it's like that's allwe're going to do and we're going to distribute over and over and over againon Youtube, and I linked in and on facebook, and they got a whole machinegoing because I mean again, they recognize how much their product is andthey recognize how much it costs to distributed on these paid mediaplatforms and they've made it a very cost effective operation for them. Sotakes a little bit of strategy takes a little bit of math and then it takesmaking good content and then it takes going to find your audience where theylive and getting content out to him. So I would highly recommend checking outfire trace and kind of what they do. I wouldn't MJ get hit up by everybody,but you want to try ot the MJ go for it, but I mean there they're gon me thebest example out there if youere midsize industrial company, trying tofigure out how to do this. Well, like Theyre Theyre masterfull at it thereyou go, everybody go check out fire trace and what Mj Peters is doing. Ifyou, if you're active unlinked in Mj, publishes a lot of great content, antadvice there herselfthough good good suggestion Matt, how do you figure outhow much to invest in a Pai Media Budget for content distribution? That'sa good question. I would always start small just to see what your audiencelooks like, so you should get into like get inthe habit of like taking athousand bucks to kind of task. Yoir. Five hundred bucks of that's what youhave, I can tell you AF Benzil, when I left we were in, we were putting aboutnine grand a month and to intopad media, and so I think that's a number of that.Every mints, if you're, if you're doing thirty five million dollars a year asas a BTB industrial company and you're, given your marketing team, like you,know, one to two one, one o two percent ofrevenue for you know for budget. You should be striving to spend. In myopinion, nine grand a month for paid media for facebook linked in Youtubeand finding the right mix so depending on the channel, would depend on howmuch I would invest. But usually a thousand is a pretty good test, follomfor a channel to see if it works, but you should know honestly pretty quicklyif it's working or not people and don't worry about things like- are peoplecommenting on it or people liking it like? That's, really, not whar. Youshould be measuring for your paid media. If it's videos, you should be measuringhow many people were watching. You know fifty percent of it is probably what Iwould I would put is my witness. How much am I paying for that view and thenhave to ask myself? Is it worth me paying three cents for my audience,which I believe is well targeted to view to IOU fifty percent of my threeminute video and you have to make that decision for yourself and say: Okay? Isthat worth the investment? For me I will usually say yes, but some otherpeople would think. Maybe not, but that's kind of how I would think about,know, measuring content, and then you know using my budget on channels likefacebook. The other thing is like you know, if you're doing a blog or casestudy that it's on your website, don't do PDFs I've seen companies do that, donot try to like link Omn Topdif. You can't measure that and your inalytics,your in your Hout sthout. So if you...

...were to do a block post and let's saysaeh hundred eight hunded words should take someone about two minutes to readthat maybe three so do that pay paid onpaid on facebook and then go to yourAlix and say: okay, is it worth be paying a dollar twenty five to ensurethat you know x, amount of people spend two minutes and thirty seconds readingmy block post and then I have to make that decision as a marketing leader youknow is it? Is that worth it to me and for me most of the time it would be yesand then you're simply connecting dots at that point, it's like. Okay, do wehave an increase in direct traffic submissions for our accuse of Demarequest? Do we have an increase in Google organic submissions for Demoanartcue requests and you just simplly have to connect the dots of youractivity, with the result that you're outemizing for and so that I to me, ishow you do it, because actribution is messy and dirty and your sales directorand your president and your cfo they're going to want to know how is hows,atubution o working and I'm not saying I don't believe in attribution, but Ithink attribution is it's messy and I think it optimizes forthe wrong stuff honestly like if you saw all those things if you saw anuptick in Google, organic search for an RF Q. But you really weren't posting alot of SEO optimized blook post, because you were distributing thatcontent on facebook. You would just look at than and say we need to investmore in. So instead of saying I actually need to put more into faceboolGads, so I mean just have you know, take a step back, look at your activityversus your result and then decide like. Is this working for me or not, and thenumbers will come out it? May Men you'll have to do a little bit ofstorytelling to your leadership team, but that's honestly what it takes toget to get budget and and and use the channels that that are that are workingfor you, because if you're sitting there just trying to put Pacebook gadsto demo request you're, never going to get any results and they're going tosay Facebou guys, don't work D, You never goit to get a chance to do it.The Right Way Right Answer Mad! Is there anything else you whant to add tothis conversation that we haven 't touched on yeah, I would say, getstarted now. If you, if you've been thinking about it, look no one's goingto be good, a Google ads or let me let me just no one's going to be good atany of these at platforms. If they just sit there and read every blog post andwatch ever youtube video on how to do it eventually just got to get yourself.You get your hands dirty in the platform, and that means you're goingto probably you know waste a few thousand dollars. You know figuring outhow to do it correctly when they, I would always say, if you're going to dopay paid ads on on facebook or only didn't, keep your audience small. It'snot a good idea to have a quarter million people audience ferson audience.You should be looking for, like twenty fivethousand to seventy back thousand,sometimes even the smaller, the better so like. If you have a fourteenthousand person audience but they're exactly what you want. Don't even worryabout it. I mean that's good, so you know, volume is not a good metricvolume is not a good thing to be optimizing. Foreign facebook, as orlike then, as I've made both of those mistakes in my career and up gettingterrible results, and I realized you know, that's really not the best way todo it, you better to have like a small, tight audience. That's really focused,you can focus your content to you. cand focus your messaging to it and then,frankly, you can optimize forward as well. So I would say, as a takeaway, ifyou're going to get started, small is good for your audience. Optimized for aconsumption make sure you know the metrics that matter to you in terms ofconsumptions of the video. It's fifty percent video viewse. If it's a blogpost, it's x amount of time on page or fifty percent scroll depth or whateveris you want to measure by and then go out there and just do it just see? Whatkind of see what kind of response you get? I mean you're not going to knowuntil you're out there doing it and then you'll and then you'll figure itout. I mean you know you take do an a do it in a week, sprent two weeks,print and measure a d measure and iterate great answer yeah. I wouldagree with everything you just said there. Just you got to just get started,stop waiting to you, know, figure everything out and do it perfectlylearn, as you go start small that we you're not over committing on budgetand you're going to make mistakes, but...

...you learn from those right as you, GuyYol make a lot of mistakes. Yeahyhow many Mi bigs led me doing course:facebool girl, Linkdin ads, because w you didn't know what you were doing.You were asking for too much information for your weabin orregistration. You were trying face boole, leag ged as just to see whathappened. I've done that before and even I was impressed with how many people were you knowsubmitting for that. It was like these aren't the right people and you get outof here. I have no way to follow up with these people, so you know, keep itsimple again, remember these are awareness channels and that you want toget people's awareess with your content and you K ow you're, not really askingfor a demol request or anything like that, at least until you're way downthe line. So but I would say like I didn't, I never knew how to do any ofthis stuff for five years ago and I'm far from an expert, I'm not going tosit there and say I'm. You know I can start a ficebook consulting agency. Ican't, but I at least know how to use those platforms to find my audience,I'm inmeasuretive for Brilly and that's going to be a powerful advantage overmost of the people. You compete against in your space because I guarantee you.If you listen to this, then you do it. You're, probably ahead of like ninetypercent of your competitors, who are not, who are still doing trade showswho are still looking at printads, who are still baing in their head againstthe wall, wondering why they can only reach one percent of their audience.Doing Organic facebook post it's just like you're, going to have to pay toplay so no better time to start the now start figuring how to make the budgetargument to your CFO and Frankmy just catts a little vision on what thepossibilities are that tell people the best way to get in touch with you andalso take a moment here to tell listeners what you're doing in both ofyour content pillars that you've been kind of working on you've got theindustrial marketer, which is more of a personal project with you and Mj Peters,and then also within gorilla. You've recently, with our other seniorstrategists Julian Chaff, you've started industrial marketing, liveepisodic, recurring webinar series talk about those and how people can get intouch with you, yeah for sure so, yeah, a two two things going on right now:one want Garilla, which is industrial marketing, live, which I do withmcollin Julian Chef, and we basically cover things like this, but we get alittle more technical with it n. In terms of like content, water falls, andyou know, facebook, gads and linked in ads and Google ads and then like justas othe tuff. We have like, like high level marketing strategy budgeting formarketing. If you're going to get more into an inboundigital sort of mindsetlike whee're, really trying to run the whole Gamet, we ill bring guests on aswell for the Webenar, so like andmj's, going to come on to be like a Weabon ora guest and kind of and be kind of, not a third wheel, but like she's, going tobe got of a third person doing one with us. So we do that every two weeks onMondays, so definitely recommend registering for that. We'll have awebpage up on the corilla website in time and Wel also promote Ed on ournews letter. So you can check out when we have new ones coming out andregister for it and please join us. We are about thirty minutes with LAFE QNA.We bring you on we'll, get really nidy gritty into your problems and you cantalk to us about it and it's all Valu, like I'm, not trying to sell you T, I'mnot trying to tell you a dang thing, like literally just come just come talkto us about what you're dealing with and will give you our our opinion andour feedback and what what we think you should do, or if we can't help you wellat least try to send you somewhere where we think you can get more helpand then my other podcat, my other project, which is a personal one, withMJ Peters who's, end up being mentioned on here. More than I have the industrial marketer podcast, whichyou could find on apple and spotifyand, Google, and we bring in guest othermarketers in the industrial space who we think, do it on a really really highlevel. So we've had people like Grand Emmerman on with that TOT Klauser fromwellcom on we've had jak hall, the manufacturing millennial on he'sactually going to drop tomorrow and we're getting and then well also do acouple episodes on ourselves. An will...

...talk, kind of strategy and tactics aswell, so definitely check us out again the industrial marketor podcast. Youcan find that on all the major podcasting platforms and it's a lot offun. It's Real Loky, we're really scrappy about it and that's been one ofmy favorite things. II've done this year. I jruly made me believe inpodcasting as a content platform for BB industrial marketers, which is letbeDen e get into today, but definitely a big fan of that and and yeah, and alsoyou can reach me on Linkin Matthew, Chanella, I'm the only math Ho she nononlindodn selt me really easy to find and please you know, connect themme.I'm really happy that to talk anything you guys got going of, you havequestions or just want to. You know, run stuff, byme, really always havy todo that and and give back to the markeing community. USSOME WILL MACkiller conversation today, my friend, I want to do this again with you in thecoming months, we'll tak another topic and hash it out just like today. So thanksfor coming on sure we can talk fantasy football on the next week. You do thatas well. Yeah. I just dropped to three and three, so Imight need some some advice, I'm awesome. Well, I would like to saythank you once again to our sponsor cadinus part solutions for helping makethis episode possible and Mat thanks for taking the time to join. As for therest of you, I hope to catch you on the next episode of the ManufacturingExecutive. You've been listening to themanufacturing executive podcast to ensure that you never missed an episodesubscribe to the show in your favorite podcast player. If you'd like to learnmore about industrial marketing and sale strategy, you'll find an everexpanding collection of articles, videos guides and tools, specificallyfor B to B manufacturers at Grilla, seventy sixcom Ash learnn. Thank you somuch for listening until next time.

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