• 17:56
SUMMARY KEYWORDS
SEO for manufacturers, valuable content, B2B companies, buyer personas, technical content, content marketing, customer engagement, Google Ads, LinkedIn, ideal customer, industry information, product specifics, content strategy, buyer’s journey, educational content.
SPEAKERS
Curt Anderson, Damon Pistulka
Damon Pistulka 00:03
All right, everybody, it’s Friday, and you know what that means? It’s time for stop being the best kept secret. I’m one of your co hosts. Damon Pistulka, pretty gentleman right over there is Kurt Anderson. Today we’re going to be talking about SEO for manufacturers and creating valuable content that connects. I’m excited to get going on this Kurt. Let’s hear it.
Curt Anderson 00:28
Damon, happy Friday. How are you? Man,
Damon Pistulka 00:30
I’m I’m doing okay, considering the the state of sports in in in the northwest, right now,
Curt Anderson 00:36
the state of sports you’re so Hey, now, let’s flip the script. If you’d lost the first two and won the next two, how would you feel?
Damon Pistulka 00:45
It would it wouldn’t be a lot different, because we’re only two where, you know, we’re even right, we’re
00:50
even, but you’d be right, you’d be right.
Damon Pistulka 00:53
Yeah, you’re right, right. You’re a little bit high. But I honestly, deep inside my best playoff series and baseball is always going to the last game, always going to extra innings and winning there, because, you know, going through it this year, seeing us beat Detroit in 15 innings, there is that, that matching that feeling again in the in the playoff round would be incredible.
Curt Anderson 01:19
So Well, that’s what the mariners are doing for you, is they, yeah, they’re just, you know, they’re just playing with them, you know, like making it happen, yeah? Little, little cat, like a cat, playing it with their their catch, you know, yeah, playing with the toy a little bit. Just, yeah, they’re just, they’re just toying with Toronto. And just, you know, they wanted, they knew that you wanted a couple more games, you know, because, you know, they swept them, they’ve been boring, right? Yeah, yeah. Now, what do you do? You’d have nothing to do tonight, right?
Damon Pistulka 01:46
Yes, yes. Okay. But we’re moving forward, you know. So we’re today. We get to talk about creating valuable content. I think it’s, it’s, it’s one of the things that you know, when you’re talking to B to B companies, manufacturers, it’s like, well, what do we talk about? What do we talk about? What do we do? And, you know, we look at a large portion of their websites, their content, it’s like, Oh, we got these great machines. And we make this stuff, we do that, we do that. And, you know, I don’t really know how much that that engages the curiosity of their ideal clients, well,
Curt Anderson 02:23
and as a matter of fact, you personally produce an enormous amount of content, just share real quick, like, what? How did your journey get started when you started creating a bunch of content?
Damon Pistulka 02:35
Well, I didn’t even realize that, you know, I didn’t even realize how this all works, right? And then I started thinking about the the challenges I had when I was running companies, and sharing about those, and I and I just put myself in that position, and about the the things that I’ve learned over the years, I’ve been seen, applied in companies and and also in life. And then just start writing about that in my my content is that simple. And I think that as as companies, you know, marketing, you know, it could be a product, could be a service, we really need to understand how to put ourselves in the shoes of the people we help and and give them good information.
Curt Anderson 03:24
Absolutely, I agree 100% and so, you know, when you think about, like, I was talking with a client this morning, and they we were given different examples where, if, like, say, if you’re targeting a non profit organization, well, that not that person at that non profit they have a whole different set of challenges, frustrations, motivations. Like, they have to piece to a board of directors, they have to piece to the community. They’ve got to serve their mission, you know, like they have a whole different set of problems than we’re looking at, a different buyer persona that’s, you know, targeting, you know, they’re a fortune 500 company. Well, on a fortune 500 company, you have a whole slew, oh yeah, challenges, frustrations, you know, maybe you’re trying to she and she’s working with CIOs. Okay, CIOs and so, you know, maybe they’re answering to the CEO. Maybe someday they want to be the CEO. So, you know, again, like those are two such different buyer personas. And understanding that, you know, we use the word soulmate, but understand that soulmate, and how do you get content out there that speaks to them, You know what? So I’m going to give you a couple examples. So this is a dear friend of ours. Remember Lori at crescende? Mm, hmm. So you can see my screen, okay, right? Yeah, yeah. So I’ll tell you, Lori is a dear, dear, close friend both of us, we just had kids that went off to college so that we were commiserating about, you know, empty nest syndrome. What, what an interesting journey that is. I don’t know who came up with that idea, but she was talking about all a bunch of content that she put out. So look at these blog posts now they if you go to crescen rf.com, and you check out their blog posts, they have all sorts of wonderful information. They. Do a high level. It’s like microwave RF, you know, very technical, solid state micro, solid state microwave technology, okay, so, very niche, very focused. But she has been putting out incredible and enormous amount of content, and she was just sharing, like, how it’s, you know, months later, people are finding this content, people, you know, they’re selling to, you know, folks with, you know, PhD, very high technical, technical purchasing process. But this content opened the door for their clients, their soulmates, to find them. And it was just so rewarding to hear like the process that she’s taking to nurture and engage with her clients. Right? What are you any thoughts,
Damon Pistulka 05:41
feedback? What do you think? I think just a great example, right? And everybody from the company like this, like, you know, where you’ve got a real technical product to an everyday product, understanding what your buyer really needs to know, valuable information. First of all, it’s just like industry information, but then product specific, service specific information about how that helps them and what problems it specifically solves is so important because we like in this. You know, I may not know what’s going on on the screen here, but you can tell these are technical articles that actually would give somebody information that would help them learn more make a better choice. You know, down that thing, and that’s really what we’re trying to do with content, is allow these people to educate themselves so they can make the best choice for themselves possible.
Curt Anderson 06:35
Exactly. We always love that line out teach the competition. Now, remember you and I were just talking the other day about solid state versus magnetron? Remember we were talking? Yeah, yeah, exactly. What a great topic right there. But in all seriousness, if you are looking into this or right here, choosing the right industrial drying technology, yep, effectiveness, speed and sustainability like this is high level, great content. And now what our friend Lori did is she was interviewing their internal subject matter experts. These are folks, high level engineers, high level, you know, people with doctorates. And these are top premier information to resonate with their ideal buyer. That shows trust. Let’s hey, let’s jump on into another friend right here. You know these guys, right?
Speaker 1 07:18
Yep, I’ve it’s familiar. It looks a little familiar.
Curt Anderson 07:23
So our dear friends at paddock, they’re in Chicago, they do amazing, incredible work. They do outdoor pedestals and take a look at some of the content that they’ve been put out Damon. So, you know, right? Here’s an example of their product. It’s right there, outdoor power done, right? And so they’ve got a little video right here, and it’s all sorts of relevant, healthy content, information that speaks to their ideal buyers. They’re going after their particular keywords, key phrases, and getting found in search that resonates with the person that has these problems and these challenges. And again, if I click here, I mean, they’re just putting out an enormous amount of just great, wonderful content. And it’s just, it’s just really exciting to see what an old school manufacturer like this, and when they’re committed to connecting with their clients and out teaching the competition your thoughts,
Damon Pistulka 08:15
yeah, I think it really the dedication like this to helping people make the right decision when it comes to your products or services, is, is not like a click on the Google Ads kind of thing. I think that’s the first thing that that people need to understand this, isn’t it? This isn’t something that, you know, I can you and I could set up a Google Ads account. We could see more traffic tomorrow, right? But What? What? What happens? Even when you do that, you get more traffic. But this is the kind of stuff that, once someone finds you and finds you because of these reasons, in this case, they can really get to know you. And you know, how many people have we talked to you that say it’s 60 it’s 70% of the people want to get 70% of the way. Some people even want to get all the way to the decision that I’ve looked at everybody and you are the one, and they really want to do that online. So this is this kind of content is great for more people to find you, and if you’re one that says, Well, you know, this doesn’t really work for me, because I do Google ads. It’s like, what the heck are you going to give people if they come to your site because of a Google ad, or they’re going to go into a, you know, in a barren desert landscape of you know, they really can’t get informed on what you do, how you do, why you’re the best choice for what you do. You know, that’s what I think this content is, because it’s like this foundational piece. And if you go, Okay, we’re not we’re in search. We’re finding the right things. You can add other layers to this, like social and and even Google ads or other types of advertising to drive more people here, because they’ve got to find this content when they get there, otherwise, they’ll keep searching around for others in the industry and until they can Well, you know what you’re hitting
Curt Anderson 09:58
it, dude, you. Be hitting it more in the head, because the thing is, like, let’s go back to our friend Lori at crescen. Very technical, phenomenal information, and you know now she does such a great job on LinkedIn. So now, what does that buyer do? They scroll down here, like, Okay, well, who’s underneath the hood? So now I can come here and I’m going to jump into their LinkedIn, and I look at their company page, and they’re like, gosh, they’re putting out some really nice, healthy content here. This looks really good. And then, okay, well, who works there? And so I go here, and you know, our dear friend, Lori, she’s doing amazing work. And you know, Lori’s describing to me like she got on the call, and the woman’s like, hey, Lori, it’s awesome that you’re here. You know, love the article that you produce. Great job done. You know, she felt like it was now, it’s not a cold call, yeah, it’s like, that customer that lead, that candidate, felt like she knew Lori, and she’s like, You know what? I feel like Lori understands me. She has my back and like, look at how far along the buying process. It’s a total game changer, right?
Damon Pistulka 11:03
It really is. And this is where I think a lot of people get confused, or get or think this is like, it’s like waking up and going from the couch to the marathon tomorrow, right? It’s not that way, right? It’s not this, is it? This is a, this is a we’re getting off the couch and we’re going to start training. We’re going to start doing this and and it’s, it’s, it’s, like you said many times, if you look at the the marathon athlete and think, I want to get there tomorrow, we got to think about all the work it takes to get there, and we have to just work on those steps, because eventually we’ll be that athlete if we continue to do the right work, like these people, doing content like this, but it starts with the first one, the second one and the third one. And just like, just like physical activity, this kind of activity gets easier over time. And you know, the processes that we help people discover, and the way that we we the things that we’ve done to help people do it, there’s a process behind this that makes it, makes it, like you said, a subject matter expert talking about it, turns it into great content.
Curt Anderson 12:07
Yeah, and, you know what? And I want to be mindful various time. We’ll start winding down here, but I want to give one more example here. So these are dear friends. They’re in Buffalo. This is truco machine. And I’ll tell you the, you know, small machine shop, and they’re doing a phenomenal job, and they’ve just really kicked off their content journey. And what’s great is they have such a great, unique niche. They’re already starting getting ranking on Google for some of their keywords, because you know how many people are looking for like aseptic, transfer, port, cams, you know what I mean, lightning mixers. But the thing is, if you are they target? And here’s, I’m going to Gosh Damon, I could keep you here all day.
12:45
Yeah, what
Curt Anderson 12:46
was really cool about this example here is we had an aha. We had an epiphany when we started diagnosing, like, who their customers were. Oh, you know, we could sell to everybody, anybody that needs this part, or, you know, this thing, my pen right here, right? We sat back, we’re like, you know what, his clients are, like, 800 employees or more, like, it’s not 50, it’s not 100 it’s not even a couple 100. Like, he’s dealing with, like, major, major manufacturing operations. He’s targeting, like, pharmaceutical, food, you know, beverage, that type of thing. And these are folks, like, if a machine goes down for like, an hour you you’ve been on that side of the shoot, yeah, right of the fence. It’s 1000s, 10s of 1000s of dollars, like, they can’t be down, right? And so the thing is, when we had an epiphany of who his ideal customer was, then Okay, now we can start tailoring that specific content to that soulmate, and he’s just thrilled. You know, going this direction, we can bounce around with a bunch of other examples. I’ll close out with this one. But what are your thoughts?
Damon Pistulka 13:49
Yeah, I just think it’s so important to take the time to really understand who your who your ideal customer is. And oftentimes you start down the process. And this, you can attest to this, you start down the process thinking one thing, but you really go, and you go, Hmm, now that we’ve looked at it and looked at the detail, this is really the best customer for us that make the most money, do the best impact with them, and it’s really where we need to focus, which is a little different sometimes than where they start.
Curt Anderson 14:22
Yep, I agree. We’ll close out on this, this dear friend. He was just on a show a couple weeks ago. Michael Perry, they’re putting out incredible, fantastic content on their website, you know, blogging like crazy, focusing on, like, you know, who is that ideal customer? And same thing, they had an epiphany on who they’re. They they’re like, Hey, we think we should be targeting this. They came together as a group. And when they started, like, stepping back and just really looking at who their ideal client is, they discovered, like, there was a sector of of, of, I’m going to move this a little bit look at these handsome guys. So, you know, they just, they had an aha moment in a discovery where, like, you know what? It. We really don’t do that great with this particular crowd. Yeah, it’s not a sweet spot. They’re not happy. We’re not happy. Who out there has had, you know, like everybody’s unhappy? Well, it was just not a good fit. When you can get your best fit client and think about like, okay, these are our God given talents. These are our superpowers. This is what we’re most passionate about. This is who we help serve the best. Gosh, stay right there. You know what I mean. Just keep crushing it. Figure out another certain to diversify. Figure out another service or, like, okay, who’s, like, this ideal customer that we could expand from. So, alright, dude, we’re keeping I’m keeping you longer than I wanted to your closing thoughts, words of wisdom as we close out today, on how to help with manufacturers crush it with SEO, and that all stems down to putting out incredible, wonderful content. Your closing thoughts,
Damon Pistulka 15:50
my friend, I just agree with that. I agree with that, and I think that that is, you know, it is well worth your time to really understand your customers questions, the things they’re searching for and the information they need, and then develop, then providing that education for them.
Curt Anderson 16:08
Yep, absolutely. And again, hey, these guys, they must know something, because they’re 85,000 lists. God bless them. I hope they made it for 2024 I hope they make it again for this year. So, yeah, alright, Damon, why don’t we move wind down. So again. Thank you everybody for joining us today. Just quick little session on think about, how do you put out great content and what we talked about. Think about that ideal customer. Think about the challenges, the problems they have. What questions do they have right now? How can you help answer them? And let’s stop being the best kept secret. So Damon, good luck this weekend.
Damon Pistulka 16:41
There you go. Well, yeah, that we will. We will see how that turns out. But thanks everyone for being here today, and if you got in here late, go back to the beginning. You can get a master class on how some of the B to B TAIL clients have really been able to implement knowing that ideal customer and then creating great content for them.
Curt Anderson 17:02
Hey, and let’s not forget, man, if they want the best kept secret sauce, where do
Damon Pistulka 17:06
they go? Oh, yes, they got our newsletter best kept secret sauce. You can go to kurter, I’s LinkedIn profile and get it there, go to the website and sign up for it on the website. Yeah, every week delivering the same kind of stuff. And wow, this last week we had the we had the highlight from Wendy Covey and the engineering report that they put out. It’s awesome stuff. If you haven’t gone there, you should do true marketing, T, R, E, W, man, that just, there’s just stuff that we are so fortunate to talk to so many people and then then share our thoughts, share their knowledge. It’s just a lot of fun, yep.
Curt Anderson 17:38
So stop by check out the the newsletter and check out jump on Damon’s profile. We’ll be back here next week with more juicy information. So guys, God bless you. Have a great, amazing, incredible rest of your day, and we will see you
17:51
soon. All right. Bye. You.
