Electronics marketing: are you beating or just competing?
Marketing in the electronic components industry is complex - and to me it’s fascinating. The suppliers are commercially driven - engineers typically are not. And therein lies the marketing challenge. I hope this newsletter will bring you some new thinking. Here’s a...
Why Should Components Companies Care About Google’s SGE?
Google's experimental Search Generative Experience (SGE) is set to transform how engineers interact with search results. SGE uses authoritative sources to place AI-generated content directly into the prime real estate of Google’s first page. (If you have not yet tried...
Connecting with Young Engineers
Electronics companies need to learn how to connect with engineers under 35. Why? Young engineers do the bulk of the object-level work, designing boards, and sourcing parts. To find them, don’t look where the more senior members congregate. A generational divide...
What Is Content? Breaking Down the Big Four
Your website has the potential to become one of your most valued team members. Read on to learn how to refine and improve what’s working and fix what’s not – in 3 simple steps.
Marketing Can Be a Safeguard Between Electronics Businesses and Supply Chain Crisis
“Supply chain crisis,” “supply chain disruption,” “massive shortages due to the supply chain…” and so on, ad infinitum. At least, this is how it’s felt since mid-2020, when the pandemic threw a wrench into the “ordinary operations” of every facet of life. While...
How to Turn Your Electronics Industry Website Into Your Best Salesperson in 3 Simple Steps
Your website has the potential to become one of your most valued team members. Read on to learn how to refine and improve what’s working and fix what’s not – in 3 simple steps.
Our Industry Needs a Marketing Sea Change
The electronics industry was already overdue for big changes in how we market, long before the pandemic. Now that the scene’s set and a new year has begun, what better time than now to evaluate where we are and where we can go?
Case Study: How A Problem-First Approach to Producing Leads Earned Schaffner 25% Growth
Beginning in 2017, Schaffner’s USA division approached Lectrix with the objective of improving sales and increasing audience engagement. Simply, Schaffner wanted more Sales Qualified Leads (SQLs). How did Lectrix help Schaffner turn that goal into success and generate...
Get to Know the Lectrix System
It is now possible to measure the ROI of your marketing spend; the Lectrix System pulls together an understanding of the unique ways in which the electronics industry works, with digital marketing tools and technologies to create a measurable marketing ROI for the electronics industry. Learn how the system works.
Making the Cultural Shift from Product Promoters to Problem Solvers: Part 5 of 5
“To build a problem-solving culture, first put it on the org chart!” One significant indication that electronics companies are beginning to go with the flow of this sea change: component makers are starting to put content managers in their org charts. They’re making...
Making the Cultural Shift from Product Promoters to Problem Solvers: Part 4 of 5
“Jab, jab, jab, right hook!” – Gary Vaynerchuk As it turns out, the optimum “problem to product” content ratio is 75:25. Entrepreneur Gary Vaynerchuk does a great job of laying this out in his book, Jab, Jab, Jab, Right Hook. The "jab" is the content, the "right hook"...
Making the Cultural Shift from Product Promoters to Problem Solvers: Part 3 of 5
“It’s like jumping from a moving car, off a bridge, and into a shot glass!” (Scotty, Star Trek: Into Darkness, 2013) As I’ve alluded to in the first two segments of this video series, if your marketing plan relies too heavily on product release news to generate...
Making the Cultural Shift from Product Promoters to Problem Solvers: Part 2 of 5
“Your customer wants a ¼ inch hole not a ¼ inch drill.” In Part 1 of this video series, I discussed how many companies in the electronics industry rely on product messages to guide their marketing, rather than building messaging around the customers’ specific...
Making the Cultural Shift from Product Promoters to Problem Solvers: Part 1 of 5
Where is Your company on the spectrum of product-first versus problem-first? The electronics industry (like many others) has an unfortunate tendency to make marketing much more complicated than it should be. In response, I’d like to offer a simple solution. In October...
![[Video & Transcript] Making the Cultural Shift from Product Promoters to Problem Solvers](https://lectrixgroup.com/wp-content/uploads/2020/07/Blog-Image-ECIA-Video-1of5-750x469-1-400x250.jpg)
[Video & Transcript] Making the Cultural Shift from Product Promoters to Problem Solvers
[TRANSCRIPT] Making the Cultural Shift from Product Promoters to Problem Solvers Graham Kilshaw: Good morning. Wow, that was some presentation. That mountaineering is pretty scary stuff, huh? We're going to talk about something really scary now: marketing. Oh, no! I...
LinkedIn Basics – Making it an Effective Communication Tool for Electronics Industry Companies
This free 45-minute on-demand training session will help you to understand how LinkedIn can help anyone in the electronics industry to better engage your company’s clients, partners, and prospects. Learn how to set up your profile the right way and how to build your...