How to Creatively Market a Technical Product
A Resource for Beginning & Experienced Industrial Marketing Professionals
This book provides insights needed to develop a creative approach to technical product marketing. Learn how to embrace new media, how to find the right balance with an omnichannel approach, and how to benefit from the power of content marketing. Build an effective content strategy and learn how to combine various forms of creative media to generate leads and build profits.
How to Creatively Market a Technical Product
Thank you for reading the paperback version of our book! As promised, we are happy to provide links to all the additional resources we mentioned throughout the book.
It may all seem very daunting, and if you don’t know where or how to start, fear not. You can always engage the services of a specialist to help you reach your objective. For more information about how to creatively market your technical product, please feel free to reach out to the authors of this book directly.
Rick Louw can be reached at rick@lasso.consulting.
Michelle Segrest can be reached at michelle@navigatecontent.com.
LINKS REFERENCED IN THE BOOK
CHAPTER 1
Page 17
Source: adapted from original blog by Jose Luis Orihuela
Page 21
Source: Adapted from McKinsey & Co
Page 26
Page 33
Read these unbelievable facts about YouTube information consumption.
Page 37
CHAPTER 2
Page 39
Page 45
Page 46
Five Factors to consider in preventing false fire alarms
CHAPTER 3
Page 52
Click this link to listen to the podcast.
CHAPTER 5
Page 62
Ultimate List of Marketing Statistics for 2020
Page 64
How to Measure the Effectiveness of Content Marketing
Page 65
Page 69
This great article reveals how more than 40 marketing professionals define content
Page 70
You can download this tool for FREE by following this link.
Page 71
Deep Tunnel Super Pumps: Pushed to the Edge
Centri-Frugal: Centrifuge System Decreases Manpower, Increases Sludge Quality
Automation Accelerates Beer Production
Dredge Pump Maximizes Barge Offloading Capacity
Pumps Used for Hurricane Recovery
Page 72
Emergency Nuclear Pump Rebuild
Cost-effective Glazing Fire Protection
Page 73
Properties of Decanter Centrifuges in the Mining Industry
How Visual Alarm Devices Enable Effective Livesaving Evacuation
Download our Article-Building Tools for FREE by following this link.
Page 75
Fire Suppression Products – Innovation & Demonstration Days: Customer Testimonials
The Unfiltered Truth: Separation Technology Rocking the Brewing Industry
Read this fascinating article about the history of blogging
85% of B2C companies and 91% of B2B companies
Page 77
Michelle’s Reporting on the Industry Blog
Page 78
Processing Wild Alaskan Pollock Onboard the Starbound Fishing Vessel
Separating Fish Meat and Oil Onboard a Fishing Vessel
How to Install a Sewage Injector Pump
Page 79
Over 100 Years of Passion, Excellency, and Innovative Spirit
KSB Frankenthal Klaus Barmann Interview
Fire Suppression Products – Innovation & Demonstration Days: Marketing Video
Excavator Dredge Pump Attachment
Page 80
Page 81
CHAPTER 6
Pages 88-89
· SEMrush
· Ahrefs
· onehub
Pages 90-91
· Later
· bynder
· Loomly
· Buffer
Page 93
Page 107
Charli Matthews’ social media links
LinkedIn Facebook Twitter Instagram
CHARTS AND GRAPHICS FROM THE BOOK
Chapter 1, Page 19
Chapter 1, Page 20
Chapter 1, Page 21
Chapter 1, Page 29
Chapter 2, Page 42
Chapter 2, Page 47
Chapter 2, Page 48
Chapter 4, Page 57
Chapter 4, Page 58
Chapter 6, Page 93
Positive Reviews of HOW TO CREATIVELY MARKET A TECHNICAL PRODUCT
“Emphasized throughout this book are some of the concepts that have changed through the years with regard to the target personas / target audience types, which are key elements and an important starting point to your marketing strategy. These must be clearly defined and in alignment with the wider business strategy, which should be the focal point of the campaign at all times.
What I like about this book is the emphasis on marketing content being re-worked and re-used across several media and platforms leading to the same overall message and final destinations. This makes greater use of the content and is more efficient. I would like to emphasize the importance of being clear about what it is you want to measure, setting targets, continually monitoring the results, and modifying the campaigns as required to contribute to the benefits of the business.
The contents of this book are suitable for both new professionals and the experienced marketer. As a newcomer to marketing, this in an easily digestible guide to help with your marketing planning and a starting point if you’re confused as to what media to select for your target audience.For the more experienced professional, it is a very useful reference to remind you of all the opportunities we can utilize. The handy tips are worth a read if only to provide a reminder and checklist of which marketing elements require the most attention.
—Daxa Patel, Global Director of Marketing, Fire Detection Products, Johnson Controls International
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