Many of us have sighed at The Apprentice contestants disregarding the opinions of their hastily put together market research groups and losing the task in the boardroom as a result.
Is your chosen price point giving you the optimum balance between profit and size of customer base?
Are you sure that any future developments you have planned for your business are going to be popular with your customers?
Have you already developed a strong brand and worked out how to consistently get your brand identity out there?
If you haven’t yet decided on the direction your brand and visual identity will take, how do you decide which road to go down?
The competitive arena is much larger than it used to be – it’s not just local businesses any more. If the answer to any of these questions is “No”, then it’s time to get out there, talk to your customers and potential customers, and do some market research! Alice Broomhall is a freelance market research consultant specialising in helping start-ups and small businesses understand their customers and develop their services.
We decided to first look at marketers who work for B2B manufacturing organizations in North America. Marketers in the manufacturing industry have the same top three objectives for content marketing as their peers across all B2B industries: brand awareness, lead generation, and customer acquisition.
Manufacturing marketers cite video as their top content marketing tactic (it was ranked seventh by this group two years ago). Manufacturing marketers use print magazines at nearly twice the rate of their peers (60 percent versus 31 percent).
While their B2B content marketing peers use an average of five social media platforms, manufacturing industry B2B marketers report an average use of three.
Yet, manufacturing industry marketers use YouTube more frequently than the general population of marketers do. Compared with the overall content marketing population, manufacturing marketers outsource content more often:  57 percent versus 43 percent. When compared with their peers across all B2B industries, marketers in manufacturing dedicate significantly less of their total marketing budgets to content marketing (22 percent versus 33 percent).
Like their peers, marketers for the manufacturing industry report that producing enough content is their biggest challenge. While it is noteworthy to understand how marketers in the manufacturing industry are managing content marketing tools and tactics, it’s also important to understand how demographics may play a role in these research findings.
Out of a total 1,416 B2B North America respondents, 88 respondents identified themselves as working in the B2B manufacturing industry. About 40 percent of the B2B manufacturing respondents work for companies with 1,000 or more employees (16 percent of that figure is for companies employing more than 10,000, so these results could also reflect what larger companies are doing). For more insight on the state of content marketing in the manufacturing industry, register to attend the Manufacturing Summit at Content Marketing World in September 2013. Lisa Murton Beets is the director of CMI Books and is overseeing several new CMI research initiatives. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE!
A video, shot on location, makes it easier to get your message across and with greater clarity. Here’s a recently released infographic from IDG that supports what John and Ian have said relative to the benefits of video in B2B industrial marketing. Manufacturing has had a tough decade in North America, so their marketing budgets have suffered. These folks quickly grasp the benefits of a video that shows their product in context, like on a factory floor.
I am guessing that effectiveness estimates shown above probably correlate with effort, or lack there of. I agree with Ian that the Facebook figure probably has more to do with companies that are simply on Facebook just to be on Facebook because everyone else is, rather than that it really working out as a great lead source. Yeah, I’m a bit surprised that Facebook is even on the list for industrial manufacturers.

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ON WHEELS TM – also has pre-set Vans which has a complete set-up to conduct IDIS, Dyads and Triads from the vehicle. How to stop your viewers drop during breaks in live webcast & attract more viewers for your live webcast ?
Marketing research can be specified as the main tool to impact consumer behaviour in order to increase the levels of consumer loyalty and achieve long-term growth of the businesses.
The sixth stage in marketing research process involves selection and implementation of a strategy. It has to be noted that marketing research process described above is merely a general guidance and certain stages can be skipped or additional stages added according to the nature of aims and objectives of the marketing research. You may be wondering what the mistake is because you are thinking to yourself, “Wait a minute I have done my market research, I have been in the business for years!” That’s great but it is important to understand that the Internet is an entirely different beast when it comes to market research because you have to know what people are searching for online. The good news however is that Google (The king of online search) gives you this information freely through their Google external keyword tool. Now the Google keyword tool is great because it shows you the number of times people are searching for things online but unfortunately it doesn’t tell you the level of competition you will be facing.
For example the keyword insurance will get many millions of searches per month but unfortunately because of the level of competition on this keyword it is not likely that a local business will get the top spot on Google even if they were investing tens of thousands of dollars per month on SEO with a top company.
So it is important to pick your fights online and go for the keywords that bring decent exposure for your business. The best way of choosing these keywords in my opinion is to use a tool called Market Samurai.
Once you have downloaded their software I would recommend you go through their training DOJO as they call it to learn exactly how to use the tool.
And with busy lives to lead, it is easy to get frustrated with being phoned or stopped in the street to answer market research questionnaires promising “this will only take five minutes”. This month’s guest blogger – small business market research consultant, Alice Broomhall, gives us the low down.
How satisfied are they with your product or service, and what improvements would they like to see?
It doesn’t have to be expensive or particularly time consuming, but it can help make the difference between a good business idea and a great business. Next week we will be sharing top tips on cost-effective market research options that you can carry out yourself. Before going solo she spent twelve years working for large, international market research agencies, covering everything from helping banks to develop new business banking services, to testing car insurance advertisements, to evaluating how parents choose toys for their children. While the findings give us insight into how B2B and B2C marketers are managing content marketing, we were still curious about the state of content marketing in specific key industries, and how content efforts in vertical markets were differing from those of their peers in other industries.
This group has adopted content marketing at a slightly higher rate (94 percent) than their North American B2B peers across all industries (91 percent). However, manufacturing marketers place less emphasis on thought leadership (47 percent versus 64 percent) and website traffic (47 percent versus 60 percent) as organizational goals, which indicates a disconnect, as they also cite website traffic as the primary way they measure content effectiveness.
Their overall use of tactics is fairly similar to that of the overall population of marketers; however, they place far less emphasis on blogs (54 percent versus 77 percent), which makes sense considering that this industry does not put strong emphasis on web traffic and thought leadership as objectives for content marketing, two areas where blogs can have significant impact. This could be because they rely more heavily on printed material, which often requires outside assistance. However, 53 percent of manufacturing marketers say they are going to increase their content marketing spend over the next 12 months (31 percent say they will keep spending at the same level).
One challenge they cite more often than their B2B peers is the inability to measure content effectiveness (55 percent versus 33 percent). This shows a need for content marketing education and improvement in the manufacturing vertical. She has deep experience as a B2B journalist, custom media projects director, and business book and publications editor.
Video is more useful in B2B industrial settings because often industrial applications represent an integrated, but single component of a much larger product.

One manufacturer I know of was able to go from 6 leads per month to 6 per day by offering their catalogue as a lead-generation device on their homepage.
This enables the client to manage and monitor audio, video and multimedia research content over the internet. They deliver audio and video recordings of the highest quality and reliability and yet being very cost effective. The webcast of the event will be done strictly under supervision and access to such webcast will be give to the authorized persons only. Range of marketing research problems related to consumer behaviour may include but not limited to assessment of impacts of prices changes or re-branding initiatives on consumer attitudes, establishing the levels of brand value amongst target customer segment etc. Relevant data available in government publications, statistical information, as well as, findings of previously published marketing research papers can be utilised in an extensive manner during this stage.
The majority of marketing researches are facilitated through primary data collection and analysis.
Data analysis can be qualitative, quantitative or integrated according to the nature of problems being researched.
Specifically, alternative set of recommendations or inter-related recommendations can be offered to senior level management on the basis of primary data analysis. In most cases internal or external members of team responsible for conducting marketing research do not engage in implementation of recommendations in practical levels.
Importance of this stage is significant in a way that unless closely monitored, formulated strategies may not be implemented in an appropriate manner with resulting loss of potential benefits associated with positive impacts on consumer behaviour.
Moreover, it is important to stress that highly dynamic nature of consumer behaviour requires marketing researches to be conducted in a regular manner. If you perform market research incorrectly, you dramatically limit the effectiveness of all the future action steps in this series.
This tool pulls in data from the Google keyword tool but goes a step further by providing SEO competition filters.
I have also just published a video below on Market Samurai showing you the KISS – HIT tips I have developed when using Market Samurai. She loves being out in the park with her two daughters and in her spare time likes to buy, and renovate, properties. This fundamental disconnect between goals and measurement was present with B2B manufacturers when CMI surveyed them two years ago, but it has shown some improvement. Given their increased usage of video, compared to other marketers, it is likely that they are outsourcing video creation as well.
And they’re not only challenged with measuring content effectiveness, many are not even sure if their overall efforts are effective.
We will be addressing some of these issues at our Manufacturing Summit at Content Marketing World in September. In case the client wants to add value to the live research program it can be done at real time and data gathered accordingly. Also we can provide our services under the umbrella of your company, just like your own service to your clients.
The most popular methods of primary data collection for marketing research include surveys, focus groups, interviews, storytelling, experiments and observations.
Adoption and maintenance of an objective approach plays important role at this particular stage of marketing research process.
Therefore, it is important for marketing research report to integrate information about the ways of implementation in a detailed manner. These filter help you to mine out the golden keywords in your industry that you will have a great chance of ranking for on Google. We look forward to supporting the manufacturing and engineering communities as they become more educated in the principles and practices of content marketing. Moreover, marketing research can also be conducted with application of conjoint analysis, purchase panels, database marketing and netnography.

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