Equivalent Advertising Cost
One of the most beneficial aspects of working with an industrial PR agency is that we can guarantee results.
We specialize in promoting industrial companies and have excellent working relationships with industrial-focused media outlets. We have also worked with companies through almost every industrial operation there is, and we know the best communication channels to ensure your messaging resonates with your audience.
After 10,000 published articles, we still find creative ways to write new stories about industrial companies.
The Industrial PR Niche
We have developed a niche within the industrial sector writing feature articles and getting those published as essentially contributing writers for top-tier trade publications. This allows you to control all aspects of the process and the content that gets published. By taking this approach, you can get one article published 10-15 times (or more).
Your feature articles will be published multiple times each and every month.
This allows you to stay top-of-mind with prospects as they enter a purchasing decision.
From processing and HVAC to logistics and industrial automation, we know the industrial sector.
But don’t take our word for it. See a sample of our work in the chemical processing industry:
Corrosion is always a top concern for any chemical processing facility, be it the metal alloys that come in direct contact with caustic chemicals or the components that make up the rest of the processing system. Everything must be relied upon to withstand the highly corrosive atmosphere that surrounds a chemical plant operation.
A key piece of these chemical manufacturing systems are the industrial cooling towers used as an efficient way to reduce the heat created during the chemical reaction process. The process water absorbs the heat, such as that from water-jacketed reaction vessels, and transfers it to the cooling tower. The tower is then able to exhaust the heat into the atmosphere and return the cooled water in an open loop back through the process.
Galvanized-metal cooling towers, however, consistently fail the corrosion durability test at chemical plants and are increasingly being replaced with corrosion-resistant engineered-plastic cooling towers.
As an example, a major chemical manufacturer located in North Carolina spent decades replacing their metal towers with the same material without realizing there was a better alternative.
“We introduced them to engineered plastic towers back in 2010 which was installed at their main operating facility in the area,” says Chuck Parnell, sales engineer at Mechanical Equipment Company (MECO). “Prior to that, they had been using metal-clad towers and they were very unhappy about the extensive maintenance and downtime that was required for those units.”
MECO is an Industrial equipment supplier that designs, installs, and services mechanical and industrial equipment throughout North and South Carolina. They also engineer and fabricate process skid systems.
Industrial PR content
The content that your company produces has a huge impact on its success. We work with the editors in the industrial sector every day, and we know what type of content they are looking for as well as what they will and won’t publish. The key is to create content that promotes your business while at the same time engaging with the reader.
The public relations strategies we offer are tailored specifically for companies in the industrial world. With our team’s experience and expertise, you can rest assured that your company will be able to present itself in the best possible light when it comes time to publish articles.
It’s always the right time to make a good impression with industrial PR
Increasing exposure for your company is a lot like launching a rocket into space. It requires an enormous amount of energy.
Feature articles published in top-tier trade publications deliver the required ‘thrust’ needed to increase your impressions (or the number of times your target audience is exposed to your message). Feature articles increase visibility and attract new prospects at a much lower cost than just about any other form of marketing.
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Get your free industrial PR samples right here!
How nice would it be if a prospect called you today ready to buy right then and there? Imagine if you could skip the cold calling, the spam emails, and the long sales cycles?
For industrial companies, feature articles that get published in 40-60 trade publications per year can make that happen. These articles educate your prospects, deliver brand credibility and feature your customers delivering word-of-mouth testimonials that help validate your solution.
This is a different way to leverage public relations and is proven to generate leads that are much further along the sales funnel.
Do you know where your next sale is coming from?
Right now, there is someone out there with a problem that you can solve. The problem for you is tracking that individual down. The good news is that you don’t have to track them down. You just need them to find you.
What better way to do that than for them to read about how you were able to solve similar challenges for others in a major trade publication (print and online)?
Feature articles, published in industry trade publications that tell the story of your successful projects with customers just happen to be the best way to find new prospects.
Put industrial PR to work today.
Where SEO Falls Short for Industrial Operations
While your website may appear at the top of Google’s search results, that does not mean your ideal audience is relying on just your website to make purchase decisions. Actually, research shows that people tend to be much more trusting of what other sites are saying about you.
A huge part of this decision-making process comes down to reviews, testimonials, and what has been written about you by the media.
People want to know if you will be able to solve their problems, and they are much more willing to trust what others have to say, especially your past customers. If those people or companies are willing to vouch for you, that can go a long way.
Note: The good news is earned media will showcase all the good work you’ve done to a large percentage of your target audience. This ensures your potential customers find the best possible solution, i.e… you.
Public Relations Can’t Rely on Wires
Topping the list of industrial PR mistakes that many B2B operations make is failing to make an adequate investment. PR can be done in-house or through an agency. However, most attempts to garner earned media fall short of their potential because of either a lack of expertise in how to do it properly or an unwillingness to invest enough time and resources for it to succeed.
If the entirety of your public relations strategy consists of writing short press releases and distributing them through distribution services like PR W*b, PR NewsW*re, etc., then you are likely doomed to fail before you ever begin.
Industrial operations that truly invest in PR are much more likely to see a healthy return on their investment (ROI) than businesses that just “dabble” in public relations.
Need help getting that ROI on your PR?
Insightful, educational, and disruptive content has the power to change the way we think and behave
Are you driving change? Our clients are!
“Not long after an article from Rankin PR appeared in a major trade publication, we got a call that turned into a very significant sale for us,” says Todd Benadum, owner of ELSCO Transformers.
We’ve seen it time and time again; a company gets a huge media placement and the qualified sales leads start to flow. PR articles have been proven to help with short- and long-term lead generation. The key to this is making sure you’re constantly garnering media attention. It is the only way to ensure you are in the right place at the right time.
5 Ways Industrial Companies Can Grow Trust
People buy from those they trust, period.
So, how do you build trust with potential customers?
- Honesty – be transparent
- Commitment – say what you are going to do and then do it
- Relationships – look to build strong, long-term relationships
- Help – don’t sell, solve problems and provide value
- Communicate, communicate, communicate – in person, on video calls, by phone, or by email. However, you can go beyond this by generating consistent, high-quality content that does the communicating when you are not around.
Are you getting the press recognition you deserve?
Trade journals are providing a very powerful value opportunity. A recent report places trade journals as the single most important factor for a prospect gaining trust in an organization (behind only personal experience).
85% of industrial B2B marketers consider lead generation their #1 challenge.
When it comes to generating leads, quality is one of the most important criteria. Being able to generate high-quality leads that will convert into customers is difficult but when your list of 100 leads contains only one that is high-quality, you may end up just spinning your wheels.
Here are some strategies to help you generate more leads:
- Get more customer reviews and testimonials
- Use social media to connect with prospective customers
- Get published in trade publications: PR article placement is one of the most effective ways to build brand awareness and brand trust with your customers.
We can actually help you with all three.