CoatingsPro Magazine

SEP 2015

CoatingsPro offers an in-depth look at coatings based on case studies, successful business operation, new products, industry news, and the safe and profitable use of coatings and equipment.

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COATINGSPRO SEPTEMBER 2015 27 And business opportunities, well, they tend to lead to growth. So positive return on investment (ROI), that's what you can expect out of this channel if you use it strategically. Encourage your employees to use LinkedIn, to keep their profles updated, to share company content and industry thought-leading content, and to always look to help others. Do such and success will likely follow with this market- ing tool. Facebook Facebook is the granddaddy of all social media networks. It's huge — no, it's mammoth. It's omnipresent at this point. Not having a Facebook account is almost like not having an email address. But that said, from my experi- ence, as a lead-driving B2B marketing tactic, it's not great. W hy? I'm not sure, as it seems as if almost everyone is active on Facebook. Maybe people don't want to think business when they're on Facebook. Maybe Facebook 's algorithm really is making it harder and harder to get your message seen. W hatever the reason, for my B2B industrial marketing agency, it's just not worth the spend. A ll that said, our clients do fnd value in their company pages from a brand awareness perspective, which is the traditionalist's approach. It's an efective channel for communicating news and nurturing brand evangelists. A company Facebook page can act as a modern approach to the company bulletin board or even company newsletter. But as a driver of revenue, in my opinion, it falls short. I'm sure there are ways it's being used efec- tively, and I'd love to hear about them. Twitter Similar to Facebook, for B2B indus- trial companies, Tw itter is a tough sell from a revenue-generating marketing perspective. A few years back, we implemented Tw itter campaigns for several of our clients. K now what we found? Nothing. T here were no results — at least nothing significant. Sure, we'd get a lead here and there, but because of the reasons I'm about to list, it never seemed like a smart tactic Marketing Savvy Aerolon is much more than the industry's most effective thermal insulating coating. It offers many additional advantages to provide unparalleled value and innovation in every coat. As part of a complete coatings system, Aerolon bonds tightly to the primer to form a durable barrier that resists corrosion under insulation (CUI), one of the most widespread, destructive and costly issues impacting industrial facility infrastructures today. For more information, please visit tnemec.com/Aerolon. AEROLON THERMAL INSULATING COATING AEROLON ALSO PROVIDES: • Increased thermal effciency and energy savings • Personnel safety/protection from hot surfaces • Superior anti-condensation control characteristics • Greater ease of application and maintenance INITIAL CUI DAMAGE REPAIR WITH AEROLON RESIST S CORROSION UNDER INSUL ATION Wr i te in Re ad e r In q u ir y #81

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