ILMA Compoundings – November 2019 - 34

comprehensive product information. "We want to make it easy
for every segment of our market to find the products they're
looking for quickly," Hornblower said. "We also want to make
sure the people interacting with us online are taking something
away from the experience. That touches on education."

Taking a Three-Pronged Approach
When it comes to digital communication, Milan said, companies have three main avenues for outreach: video, audio
and the written word.
"Today, video is the hottest," he noted. "You'll never sell
anybody anything if you don't have trust. The fastest way in
digital to gain trust is to get people to see you in a video you
didn't push on them. You establish a bond."
In addition to helping establish personal connections, videos
can often help your company and products appear near the top
of search results. "Since Google purchased YouTube, Google
search [results] are prioritizing videos over written content,"
Milan explained. "For 99% of ILMA members, the No. 1 way
to get eyes on your videos is to host them on YouTube."
When it comes to promoting those videos through social
media channels, Milan is most enthusiastic about LinkedIn
for ILMA members, given the platform's focus on business-to-business communication.
With YouTube videos promoted through LinkedIn, Milan
said, "You can 'push' those videos to your connections and
not be dependent on someone randomly searching for it."
That is important. "You don't want to have to wait for
somebody to search to find information about you and
your products. If you wait for a search, you're immediately
competing with everyone else [who appears in the search
results]. Instead, you want to get an enticing message in
front of them before they have a need."
Then there are podcasts. "There are a lot of people in the
industry using podcasts," Milan said. "Maybe you don't
think you have anything to say on a podcast. But your
people have a lot of information in their brains that they
typically take for granted. If you look at the things they
know, there's a lot of potential content there."
Even in this age of video and audio, the written word can
still play an important role. "We write blog posts and case
studies/white papers that we then post on clients' websites
and announce through social media," Milan said, noting
that clients typically post fresh content every month.
At GROWMARK, new content is added to its websites
when there are industry updates, product changes or
topics that are particularly timely for its customers. "Our
marketing strategy remains focused on data and technical
information," said Hornblower. "We build our content to
better communicate how our products/services can help
customers extend the life cycles of their equipment and

34

NOVEMBER 2019

| COMPOUNDINGS | ILMA.ORG

"Every time we put something
online, we try to tag every
description, every paragraph that
we can. Anything we can think of
we put in tags so we end up near
the top of the Google results."
- John Dunne, specialty products manager,
American Oil and Supply International
machinery. Through product brochures, data sheets, white
papers and videos, we work to add value by helping visitors
learn something new."

Getting Social
LinkedIn might not be the best social media channel for
every lubricant manufacturer or distributor. Because of the
site's emphasis on building business-to-business connections,
companies with retail-oriented products may be better
served by casting a wider digital net.
That is the case with American Oil and Supply International. "We're a very specific specialty company," said
President Chuck Decker. "Much of our focus is on retail
customers, with Jack of All Sprays being our most popular -
and most retail-oriented - product."
To ensure it connects with its customers, the company devotes
serious attention to search engine optimization (SEO), "so
customers can find us with a Google search," said John Dunne,
specialty products manager. "We're also covering every social
media platform, even Pinterest. We embed keywords in image
and video content and descriptions that link to our brands. Every
time we put something online, we try to tag every description,
every paragraph that we can. Anything we can think of we put in
tags so we end up near the top of the Google results."
Facebook has also become an important part of the company's online strategy. "Facebook is the biggest and the best in
terms of reaching the audience we want to reach," Dunne said.
"We run sponsored ads, ads to grow our audience/followers,
and they're cost-effective. We also have a small Facebook store,
which links to our Amazon storefront. It's fairly simple to direct
people to our website and other platforms through Facebook."
This work isn't just about advertising. American Oil
and Supply has one staff person dedicated to managing
all of the user comments on the company's Facebook
page, which Dunne believes strengthens the company's


http://www.ILMA.ORG

ILMA Compoundings – November 2019

Table of Contents for the Digital Edition of ILMA Compoundings – November 2019

LETTER FROM THE CEO
INSIDE ILMA
WHAT’S COMING UP
INDUSTRY RUNDOWN
In the Know
International Insight
Market Report
STRATEGIES FOR THE FUTURE
ENGAGED AND AWARE
BEHIND THE SCENES
BUSINESS HUB
COUNSEL COMPOUND
WASHINGTON LANDSCAPE
IN NETWORK
Member Connections
PORTRAIT
ILMA Compoundings – November 2019 - Cover1
ILMA Compoundings – November 2019 - Cover2
ILMA Compoundings – November 2019 - 1
ILMA Compoundings – November 2019 - 2
ILMA Compoundings – November 2019 - LETTER FROM THE CEO
ILMA Compoundings – November 2019 - INSIDE ILMA
ILMA Compoundings – November 2019 - 5
ILMA Compoundings – November 2019 - 6
ILMA Compoundings – November 2019 - 7
ILMA Compoundings – November 2019 - 8
ILMA Compoundings – November 2019 - 9
ILMA Compoundings – November 2019 - 10
ILMA Compoundings – November 2019 - 11
ILMA Compoundings – November 2019 - WHAT’S COMING UP
ILMA Compoundings – November 2019 - 13
ILMA Compoundings – November 2019 - 14
ILMA Compoundings – November 2019 - 15
ILMA Compoundings – November 2019 - INDUSTRY RUNDOWN
ILMA Compoundings – November 2019 - 17
ILMA Compoundings – November 2019 - 18
ILMA Compoundings – November 2019 - In the Know
ILMA Compoundings – November 2019 - International Insight
ILMA Compoundings – November 2019 - 21
ILMA Compoundings – November 2019 - Market Report
ILMA Compoundings – November 2019 - 23
ILMA Compoundings – November 2019 - STRATEGIES FOR THE FUTURE
ILMA Compoundings – November 2019 - 25
ILMA Compoundings – November 2019 - 26
ILMA Compoundings – November 2019 - 27
ILMA Compoundings – November 2019 - 28
ILMA Compoundings – November 2019 - 29
ILMA Compoundings – November 2019 - 30
ILMA Compoundings – November 2019 - 31
ILMA Compoundings – November 2019 - ENGAGED AND AWARE
ILMA Compoundings – November 2019 - 33
ILMA Compoundings – November 2019 - 34
ILMA Compoundings – November 2019 - 35
ILMA Compoundings – November 2019 - BEHIND THE SCENES
ILMA Compoundings – November 2019 - 37
ILMA Compoundings – November 2019 - 38
ILMA Compoundings – November 2019 - 39
ILMA Compoundings – November 2019 - BUSINESS HUB
ILMA Compoundings – November 2019 - 41
ILMA Compoundings – November 2019 - COUNSEL COMPOUND
ILMA Compoundings – November 2019 - 43
ILMA Compoundings – November 2019 - 44
ILMA Compoundings – November 2019 - WASHINGTON LANDSCAPE
ILMA Compoundings – November 2019 - Member Connections
ILMA Compoundings – November 2019 - 47
ILMA Compoundings – November 2019 - PORTRAIT
ILMA Compoundings – November 2019 - 49
ILMA Compoundings – November 2019 - Cover4
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