Why You Should Get to Know Your Industry Trade Publication
by MGB2B
Cultivating relationships is the foundation of any successful business. One of the most underutilized B2B relationships is with your industry’s leading trade publication. Trade publications are narrowly targeted magazines serving a specific field. They usually include editorial content, industry news, and related advertisements. Advertising in industry trade pubs is only the first step. They can also be a very important way to start filling your sales funnel.
You may ask yourself, why should I spend time nurturing a relationship with my sales rep at the trade pub when I can simply email them an order with my print schedule for the year and be done? Because, in the current communication age, trade pubs are much more than the monthly magazine they produce.
Here Are 4 Perks of Cultivating a Relationship with Your Industry Trade Publication:
- Inside Scoop on Last-Minute Deals. After inevitable last-minute cancellations, magazines will often offer premium placements (back covers, spreads, etc.) at deep discounts. Open communication with your sales rep will get you on the short list for these exclusive deals.
- Customized Digital Opportunities. Trade publications host webinars, cultivate a library of native advertising, and send out email newsletters to a curated audience. Discuss your marketing goals with your rep and upgrade your marketing campaign to involve yourself in some of these premium digital options.
- Enhanced Trade Show Experience. Trade publications are at the hub of many industry conferences, networking events, and trade shows. Work with your trade publication to become a leader at the next event, instead of just a passive attendee. (Don’t waste time; here’s how to make the most of your next trade show).
- Editorial Preference. Sales reps are a great resource to help get your most recent press release in the hands of the right person, whom you might not reach otherwise. Also, many trade publications are happy to work with you to publish advertiser-written editorial; all you have to do is ask.
Gone are the days where a trade publication’s reach is confined to the pages of their magazine. For many B2B industries, trade pubs — and more specifically, their websites — are the pulse of the industry. They’re also the first place your potential customers will look for current news, trends, and leaders of the industry. Next time, instead of blowing off that networking event or letting your sales rep’s call go to voicemail, take the extra 5 minutes to chat with your contact and reap the benefits of a strong relationship with your industry’s leading publication.
Continue ReadingTransparency in B2B Print Circulation
by MGB2B
While trade magazines are a tried and true tool for B2B marketing, it is not always easy to find transparency in B2B print circulation. For example, this month I’ve noticed that a business journal (that shall remain nameless) has been delivering an excessive amount of copies to our office. Of the 16 copies sent, two are addressed to current employees, one is addressed generally to “Mascola Group,” and 13 are addressed to former employees, some of whom have not worked here in 10+ years. The moral of the story is this: business publications inflate their circulation numbers. Not only that, it often goes unnoticed because in offices, duplicate and unwanted magazines get sorted right into recycling, before they have a chance to reach their intended recipients.
While it is impossible to have zero waste in a print campaign, it is possible to minimize it by working with publications that are transparent and take the following steps to ensure you have all the information you need to make the right placement decisions:
Continue ReadingContent Marketing is Not Enough, Especially for B2B
by MGB2B
Ask yourself this question: Can your brand exist solely from sales to the people on your current content marketing list?
If you answered yes, consider that the majority of people on your list are not going to lead to a sale. And there’s nothing wrong with that. Content marketing works, and today, it’s an essential part of marketing that all brands should have in their mix. I’m not saying you should abandon it.
But a recent study showed that while most B2B brands devote about 20% of their marketing budgets to content marketing (a pretty smart allocation, especially if your brand is not well known), there are a significant amount who have upped that amount to 40% or more.
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