It seems like such a simple question, doesn’t it? “What do you want to be known for?”
The fact is, if you haven’t thought about this question before, or your answer has never changed with your life experience, you’re doing yourself a disservice.
During my first event as sitting President of our regional American Marketing Association, author Ryan Rhoten asked the room this very question – and it was such a powerful question that it momentarily distracted me from his presentation. As we listened to an awesome discussion about personal branding and how it impacts your career, I kept coming back to the things I want to be known for.
I want to be known as an excellent father and husband. As a man who supports my church, community, and those less fortunate than myself. For better or worse, I’m already known as a Detroit sports fan. But these points probably mean very little to you, dear reader.
When it comes to my profession, my pride stands firmly in changing the mindsets of the people who make decisions at industrial and manufacturing companies. It is my goal, and a goal I achieve more often than not, to open the eyes of our business leaders and show them why marketing, and digital marketing in particular, can create fundamental changes in their organization. Using examples and data, I prove that we can get a product – no matter how clunky, heavy, or metallic – and get that product, along with the benefits, in front of the right person, leaving an impression upon that person that separates the product from the rest of the pack.
I grew up in an industrial family. My grandpa started his own fabrication shop the year I was born; I grew up wiping down machines, sweeping up metal shavings, and stacking parts. The smell of the shop is the same on nearly every plant floor that I tour: the burning metal, the coolant, the degreasing agents, etc. That smell is home for me. My grandpa had just a handful of clients, and he always maintained was enough for him, but as I grew older, I wondered how his business continued to grow. It simply came down to word-of-mouth. Just like any B2C company out there, people talk about their experiences with their peers.
If word-of-mouth marketing, lifestyle marketing, content marketing and more are primary goals for consumer digital marketing, couldn’t the same elements be in play at an industrial level? You still have an ideal audience that you’d love to be in front of – and digital makes it easier than ever to make it happen.
One saying I use day in and day out in front of clients – if you had all of your ideal prospects in the same room, what would you want to tell them? It’s not as far-fetched as you think.
I want to be known as a leading advocate for industrial companies as they attempt to navigate the digital realm of marketing – getting beyond the expos and trade pubs, and executing on tangible and measurable plans that will bring unparalleled success. I hope you continue to follow along here as I show you how the digital strategies for some of the country’s largest industrial companies were engineered.