New Marketing Tactics Stand Out in an Old School Industry
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New Marketing Tactics Stand Out in an Old School Industry
Sometimes the way you market to customers can be a differentiator. Matt Benson is the Director of Marketing and Business Development at OnePointe Solutions, a leading manufacturer of custom laboratory furniture and industrial workbenches in the country.
This is an old school construction business in the scientific space. But Matt understands content marketing and uses it to his advantage. His goal is to rank at the top in search in an industry where you either have long standing relationships or get found on Google.
Matt does his research and creates a variety of content to see what resonates with his audience. Then he goes all in on making more in depth content around those topics.
I want to have content on the internet there and I want to be ranked number one. I want to be present in the video snippet. We want as much exposure and visibility and branding as possible. And we want to look like the experts in the niche too, which is a huge challenge in our industry.
And I think the way I do podcasts and the way I produce podcasts is a fit for what we need it for. And what we've seen is we get the qualitative feedback. I'm not looking for podcasts to give me a huge ROI and what are the costs and all that. When we hear potential customers mention it, or, look at our website and go, "Wow. Yeah, you guys, you guys really look like, you know your stuff." That's what we need to differentiate ourselves and that's serving its purpose.
So that's kinda how I see everything and how it's executed, the content strategy. Now, juggling all that, it's another story. It's very challenging, but the strategy is there and we've had some major wins when it comes to getting more visibility and ranking on those niches.
Matt has found a way to stand out against entrenched competitors. I promise you will learn something in this episode. And there is a crazy true crime story at the end. So I’m expecting my downloads to skyrocket!
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