How to get the most out of digital marketing during Covid-19

We outline the two key drivers marketers should focus on in aligning their digital strategy in the face of the Coronavirus crisis.

By Zelda Tupicoff, COO, Prime Creative Media

It’s not uncommon for B2B companies to rely heavily on in-person meetings and trade events in their sales process. Not many people buying industrial equipment, commercial vehicles, or medical devices will do a quick Google search and click ‘add to cart’ when spending tens of thousands of dollars on these high-value items.

The journey starts months, and even years, before the purchase. Your future clients have read about you in trade media, built up brand recognition overtime, informed themselves about what’s in the market. None of this has changed in the Coronavirus crisis, so it’s important not to abandon the long-term marketing strategy that takes into account the full buyer journey.

What has changed is the direct lead generation done in person at meetings and trade events. Sales teams find themselves at a loss without being able to “get out there” and find leads. It’s this part of the sales process where you should now be directing your digital marketing efforts. Forget about traditional trackers like click rates, overall traffic, and impressions. These do little to help your sales team right now. Instead, direct your efforts into generating quality leads.

In working with hundreds of B2B companies, our clients have found the most success in generating leads when they focus on these two drivers.

Driver Number One – Quality Traffic

Many companies marketing high value products and services make the mistake of investing too heavily in Google Ad Words and SEO, assuming that the more traffic there is to a website, the more sales they will make. The challenge is, there is no guarantee that the traffic will be of quality and will lead to sales. Even the most carefully thought out search words don’t assess whether a person is a real decision maker, if they are in a relevant industry, and if they are ready to purchase. It’s also an expensive exercise, with the most popular search terms attracting the highest price, and that price only ever goes up as those terms get more traffic.

You can achieve better results by purchasing some traffic in partnership with a reputable industry resource of engaged readers. This can look like: promoting your websites and whitepapers as digital display ads, direct solus EDM mailouts, sponsored content, and links on articles which can provide ongoing SEO. You should pick a publication that has the same readership as your ideal client. The quality of leads for your sales team is more important than the volume when you want to convert those leads to sales.

You can achieve even better results by combining a qualified audience with an investment in quality content that drives organic traffic. By providing decision makers with high quality, targeted resources, you have a much better chance of attracting the right people to your site. If you’re selling conveyor belts, work with a quality content marketing writer offering tips on how to choose the right conveyor belt. The only people that will read the content are those who are looking to purchase. Even if the article only attracts a fraction of the traffic that it would from purchasing the words “conveyor belt” on Google, it’ll lead to many more qualified leads. Importantly, at a time when we’re all looking closely at cutting costs, it’s a one-off investment that will keep delivering.

Driver Number Two: Quality Data Collection / Lead Generation

Once you get people to your site, it’s imperative that you collect the data of who is visiting. Don’t rely on contact us forms, or simply having your phone number and email displayed everywhere, unless your strategy is for your sales team to wait for incoming calls and emails. If your sales team is to make outgoing calls and emails, you need to give them a list of qualified leads.

To do this, you need to use a CRM that can integrate with an online form to capture the data of people visiting your website, including their emails and phone numbers. Because people are reluctant to give them up, you need to give them a reason, with a piece of gated content. It could be a special offer, an informational video, a guide to purchasing, or a technical whitepaper. Ensure that what you offer is of value by working with a specialist trade journalist or content marketing expert. You’ll immediately lose trust if you don’t come through with a quality piece. Also, by offering quality content, when your sales team goes to make outgoing calls, the prospective lead will already have had a good experience with your company.

Download our guide, for more about the many traffic and lead generating tools Prime Creative Media have to offer.

WRIQ appoints new CEO

After more than 14 years at the helm, Rick Ralph will be handing the reigns as CEO of Queensland’s largest industry and business body representing the waste and recycling sector to newly appointed CEO Mark Smith.

Rick has made an enormous contribution to the sector nationally but in particular in Queensland where he founded WCRA (Qld) which evolved to WRIQ that many know today.

In his time as CEO, Rick’s delivered initiatives and programs that have strengthened the industry in Queensland and has  advocated for the many WRIQ members who are delivering essential services to every single Queensland business and household.

Stepping into the role of CEO will be former Victorian Waste Management Association (VWMA) Executive Officer Mark Smith.

Rick Ralph

In his time as Executive Officer of the VWMA, Mark raised the profile and membership base of the association creating new member services, training and events calendar while advocating for more effective regulation and engagement by the EPA and further investment into the sector by the Victorian Government.

Mr Smith said he was proud of the contribution he had made, including advocating for a number of policy measures included in the Recycling Victoria policy, but it was time for a new challenge.

“I’m really looking forward to supporting WRIQ members. As it is an election year in Queensland, our advocacy will be really important in shaping the state’s future in waste management and resource recovery,” Mr Smith said.

“I’m standing on the shoulder of a giant coming into the role and really excited to build on the strong foundations that have been created by Rick and the WRIQ Board.”

He added that it is no doubt a challenging time for WRIQ members, but they remain determined to deliver essential services to Queenslanders and those business that are still opening and operating.

As the transition to new CEO is currently underway, Mr Smith and outgoing CEO Rick Ralph both agreed that COVID-19 would not impact how WRIQ supports its members.

“We hear a lot of people talking about how this is unprecedented times – and this is most certainly true, but we can only get through this if we work together with government, business, community and elected representatives,” Mr Smith said.

“While there are a lot of unknowns, for our sector it doesn’t change the fact that we still need to go out and deliver services. We do this well and what I’ll be advocating to the Queensland Government will be for tangible outcomes that support our sector’s future growth”

Mr Smith said that although Rick was retiring from the role, he was confident Rick would remain a close ally for WRIQ.

WMR recently sat down with Rick to talk about his contribution to the sector you can read that article here.

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Loaning for expanded industries: Caterpillar

Deborah Friedlander of Caterpillar details the loans and leasing process of Caterpillar Financial Services ahead of the waste sector’s forecast expansion.

With Australia’s forthcoming waste export ban set to commence periodically over the next two years, onshore waste and resource recovery infrastructure will require significant capacity expansion.

As highlighted in the Federal Government’s export ban consultation paper, for instance, 4.4 million tonnes of waste was exported between 2018-19, 1.4 million tonnes of which will fall under export ban legislation.

While 1.4 million tonnes may seem like an overwhelming amount of material to suddenly have onshore, its total declared value, according to the Federal Environment Department, was $291 million, suggesting significant, presently untouched economic potential.

As such, large-scale investment will be essential to enhance collection, recovery and recycling capacity and to develop domestic reuse options, technologies, procurement pathways and markets.

Deborah Friedlander, Managing Director of Caterpillar Financial Australia, says forecast infrastructure growth also demands concurrent investment in new and expanded waste handling equipment.

With over 16 years’ experience working with construction machinery and equipment manufacturer Caterpillar, Deborah has watched as industries expanded and contracted alongside global and national shifts in policy and economic environments.

Understanding the cyclical and often unpredictable nature of shifting industries, Deborah says, is a core component of her work and the wider operations of Cat Financial.

Drawing on this experience, and her belief that sustainability represents “the way of the future”, Deborah suggests the waste industry is set for a period of ongoing expansion.

As new facilities develop, be they transfer stations, plastic processing plants or even sustainable landfills, Deborah says operators will require reliable access to equipment and financing.

She adds that through Cat Financial, anyone from smalltime council operators to thousand tonnage resource recovery facilities can access financing.

Cat Financial provides loans and leasing for all Cat equipment, from mini excavators to huge ultra-class mining trucks, she explains, for loan terms usually between three to five years.

Deborah adds that Cat Financial provides competitive fixed term interest rates, as low as two and a half per cent for smaller Cat machines.

“Whether clients need a low introductory rate to get their business started or physical damage insurance to help prepare for the unexpected, we can help,” she says.

“Clients can count on our team of industry experts to help them get the equipment they need and the financial support required to keep operations up and running.”

Given the waste industry is so varied, Deborah says it’s important operators acquire the right machine to support their processes. She highlights that Caterpillar and its dealerships have specialised waste industry experts able to create custom solutions, built to fit unique needs and challenges.

“When a client’s business is demolition, scrap recycling and waste, they put a variety of tools to tough use, every day. And we’re ready to help them get the finance and extended protection support they need,” she says.

“We’re not just selling machinery – we’re operating as solutions providers.”

Cat Financial, Deborah says, aims to provide a fast and effortless customer experience, with credit approvals usually processed within a few hours of receiving the application documentation. She adds that finance documents are short and can be signed online.

“We also don’t require onerous covenants from customers or charge unexpected fees. The funding is ready to go when the machine is, which helps our customers get into their new machines fast and get to work delivering their projects,” Deborah says.

Deborah adds that following the banking royal commission, many customers have felt nervous about approaching lenders for financing.

“No-one should feel nervous about approaching financing with us. We make it easy and have a set criterion that is incredibly straightforward,” she says.

According to Deborah, the Cat Financial customer service team is authorised to provide six months of payment relief with very little administration.

“Unlike a bank, we want Cat customers for life, so we work very hard to build loyalty and preserve it. If one of our customers needs leeway or financial assistance, we are ready and able to support them through that process,” she says.

“For instance, it’s very hard to look past the bushfires right now. We’ve contacted all our customers in affected areas and will be working closely with them over coming months.”

There will be a period of rebuilding ahead, Deborah says, with Cat Financial committed to assisting that process. She adds that Australia’s bushfire crisis has renewed the nation’s focus on sustainability, which is a core value of Cat Financial and the Caterpillar brand at large.

She says that in 2020, Cat Financial is really focused on financing for rebuild and repairs through competitive rates.

“Our customers often just pay for rebuild and repairs with cash flow from their business, but we want to make it easier to match the expense of rebuilding to the cash flow coming from the machines.

“Cat Financial is invested in the waste and resource recovery industry and want to support its economic health. It’s great to see interest growing in the sector.”

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Driving commercial recovery: JCB CEA

Deon Cope of JCB CEA outlines how a new range of waste sector specific excavators is helping resource recovery operators grow commercial and industrial recycling rates.

With NSW landfill levies now sitting at $141.20 per tonne in metropolitan areas, it may come as a surprise that less than 10 per cent of the state’s commercial and industrial waste (C&I) is recycled.

While minimal resource recovery is always a concern, costs exceed environmental dangers when applied to businesses, leading to increased disposal costs and even lost revenue streams.

Historically, industry stakeholders have attributed low C&I recycling rates to disparate material range and size, and, as such, the difficulty of commercial sorting.

JCB CEA is attempting to address low recovery rates and difficulty perceptions through investment in reliable machinery and emerging technologies.

According to Deon Cope,  JCB CEA National Excavator and Wheeled Loader Product Manager, the company takes pride in delivering equipment to facilitates high resource recovery rates, production, supply and delivery of quality recycled materials.

JCB CEA nationally distributes a broad range of world-class JCB products.

This. Deon says, highlights JCB CEA’s extensive waste sector reach, and, subsequently, the companies understanding of its vehicle and machinery needs.

“Drawing on our experience working with a range of Australian waste and resource recovery companies, we can confidently say that our latest range, JCB’s Hydradig Wastemaster wheeled excavators, represents a new and exciting material handling solution,” Deon says.

He says that given the excavators’ durability and high-strength manufacturing, they’re well suited to virtually any waste stream, including C&I.

The Wastemaster range, Deon says, delivers on five important customer criteria to ensure maximised productivity and safety: viability, stability, mobility, manoeuvrability and serviceably.

“The range has a low centre of gravity, allowing stable lifting while working at full reach mobility. Additionally, two- and four-wheel steer and crab steering deliver high usability on even the smallest job sites,” Deon says.

With safety a central concern for waste operators, Deon says the Wastemaster features a cab guard falling object protection system.

“From ground level, the excavator’s all-round visibility also allows ground staff to see the operator at all times,” he adds.

The JCB Hydradig Wastemaster wheeled excavator has a sturdy all-wheel drive and four-wheel steer chassis, Deon says, based on JCB’s proven Loadall telescopic handler concept.

“This delivers three-mode steering for maximum manoeuvrability and stability when travelling at speed,” he says.

“Furthermore, as the engine is side-mounted, the centre of gravity is far lower than conventional 10-tonne wheeled excavators, adding to the machine’s stability.”

Hydrostatic drive is provided through a combination of variable piston pump and variable piston drive motors to a central transfer box and then to both axles.

“This driveline layout offers a step-less zero-to-20 kilometre per-hour speed range for solid or semi-solid tyres and a 40-kilometre-per-hour option for conventional pneumatic tyres,” Deon explains.

“Near 50/50 weight distribution between the axles and a longer wheelbase than competitive 10-tonne machines also deliver improved stability, instilling confidence for the operator.”

The range offers a minimum turning radius of just under four metres at 3946 millimetres on single tyres operating within four-wheel steer.

According to Deon, the machine can be ordered with single tyres, extra-wide flotation tyres or dual tyres on each axle.

JCB CEA operates as the main supplier for a number of waste and resource recovery companies, Deon says, offering a range of high-quality products and customer-focused support.

He adds that as the company has a deep understanding of the waste industry and its associated equipment and machinery needs, JCB CEA can provide extensive pre-purchase consultation.

Deon adds that JCB CEA works to streamline the acquisition and serving process, with more than 90 dealer outlets allowing the company to provide sales, parts and service through a network of Australia-wide branches and dealers.

“JCB CEA understands the unique requirements of the waste and resource recovery industry and is always available for after-sales support and servicing,” he says.

“We’re a customer-focused business, and it’s great to work with clients embracing resource recovery in an evolving waste sector.”

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ITW and BSC partnership a winning formula for recycling sector

The recycling sector may not have been a core focus for ITW Polymers & Fluids in previous years, but it certainly is now as the industry experiences significant growth. With that growth, comes the need for plant and equipment reliability and uptime.

“We work with the BSC team to support the recycling sector, particularly with our wear and abrasion compounds which keep the equipment typically used in recycling plants working efficiently,” says Jason Richards, ITW Polymers & Fluids’ National Sales Manager for Heavy Industry.

Guided by continuous improvement and sustainable growth – and empowered as a best-option provider of engineered products and related services for industry – the BSC value proposition is as strong as ever. Their partnership with ITW Polymers & Fluids spans many years and is set up for mutual gain.

Combining the creative freedom of a small company with the resources of an international corporation, ITW Polymers & Fluids manufactures quality branded consumable products used in the industrial market segments of Australia and New Zealand.

Steve Keown, National Product Manager Lubricants & Lubrication Equipment at BSC, has

been working with ITW Polymers & Fluids since 2014, providing sales and technical product support, promotional builds, supplier liaison and interaction, brand-to-market processes through BSC business units as well as product and market development. He sees a number of shared benefits in the BSC and ITW Polymers & Fluids trading partnership.

“BSC business units have a close working relationship with the brands sold by ITW Polymers & Fluids, including innovative solutions that level and stabilise valuable vibrating plant and equipment, as well as a full suite of solutions that help maintain longevity and protect these assets from wear and break-down. The Epirez and Devcon products are perfectly suited to recycling plants and provide high quality solutions for our customers,” Steve says.

“Our teams also work closely with ITW Polymer & Fluids staff to provide site surveys, inventory consolidation and problem solving.”

Steve enthuses that the ITW Polymer & Fluids have such a respected name in the industrial space – and are fast-growing in the recycling sector – because their products are high quality, dependable and provide long-term value to plant, equipment and maintenance managers. This complements BSC’s commitment to customers, as the business at its core thrives on adding value to industry.

“BSC services are personalised to satisfy individual customer requirements and project scope. The ITW products meet and exceed expectations, which fits in with our promise to deliver successful solutions to the recycling industry,” says Steve, who adds that BSC have national and regional account managers that leverage the significant branch network for customer benefit.

“Our national accounts product managers, sales representatives, and branch managers support the sales and promotion of products that help ITW Polymer & Fluids excel in the marketplace.”

Jason Richards is currently ITW Polymers & Fluids’ National Sales Manager – Heavy Industry and has previously held various sales and team leadership roles across the business.

“I’ve been with ITW Polymers & Fluids for 14 years,” he says. “Predominantly in the capacity of sales leadership for the account management and channel management teams.”

Supporting customers in the recycling sector, Jason defers to Steve’s expertise to source high-quality solutions.

This involves incorporating products such as ITW Polymers & Fluids’ vibrating machinery stabilising compounds, non-slip floor coatings, concrete repair epoxies and cement systems (Epirez); commonly used in industrial plant facilities. Wear and abrasion epoxies and rubber belt repair urethanes (Devcon) are ideal for material handling equipment.

“Our relationship with BSC started many years ago,” Jason says. “We are a keen supporter of the BSC business and the value they bring to our brands in the market. Our account managers work closely with BSC’s field support personnel to assist, where possible, with the application of specific products.”

Steve says the perks of choosing BSC over other suppliers and service partners comes down to access to an extensive network of sales, engineering and distribution centres and branches Australia-wide.

“BSC provide onsite and shop front presence for our end user customers in the recycling sector to access our wide range of industrial Maintenance Repair Operations (MRO) products,” he says.

“Ultimately, BSC has the technical capability to demonstrate the value proposition of our suite of products. ITW Polymers & Fluids values the partnership with SBC as we strive to grow together moving forward.”

With specialised engineering and scientific expertise, bolstered by BSC’s access to quality wear and abrasion products and a national support network, ITW Polymers & Fluids is set to continue growing as a leading manufacturer of quality branded consumable products in the recycling market segment.

Read more articles like this at: www.lets-roll.com.au

                                     

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Coffs Waste Conference to run online webinar series

The Coffs Waste Conference is running a weekly webinar series to showcase presentations that were scheduled for the 2020 event.

“While we can’t deliver the conference to you in person this year, our conference team have been working closely with the Waste Management & Resource Recovery Association (WMRR), and are planning to bring you a weekly webinar series to keep you informed and up-to-date in a virtual environment,” a Coffs Waste Conference statement reads.

A selection of content will be streamed live through Zoom, with each week focusing on a different topic area. Each topic will include approximately three presentations that were incorporated in the original conference program.

Webinars will begin Wednesday 6 May, running for approximately 10-12 weeks. Week one will feature keynote addresses from Waste 2020, week two will focus on organics and FOGO, week three on the role of social enterprise in a circular economy and week four will include a COAG panel discussion.

The cost for each weekly session will be $75 for WMRR members and $85 for non-members. Further information on presenters, content and the registration process will be released shortly.

Coffs Waste Conference is also calling on individual session sponsors, for more information click here.

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VIC to launch review of state’s dangerous goods laws

The Victorian Government has announced it will undertake a comprehensive review of the state’s dangerous goods laws in a bid to stamp out unsafe chemical stockpiling.

According to Workplace Safety Minister Jill Hennessy, Andrew Palmer, QC, has been appointed to conduct the review of the Dangerous Goods Act 1985 and associated regulations.

“The review is the latest step in the government’s ongoing response to chemical stockpiling after two large chemical fires in West Footscray in August 2018 and Campbellfield in April 2019,” she said.

“We know that the unsafe storing, handling or disposal of dangerous chemicals poses a real threat to local communities. This review will make sure dangerous goods laws remain effective and keep Victorian’s safe.”

Immediately following the 2018 fire, Ms. Hennessy said WorkSafe led a “blitz” on industrial premises to ensure dangerous chemicals were being stored correctly.

“Government agency investigations led to the discovery of waste chemicals stockpiled at 13 sites in Melbourne’s north last year,” she said.

“A WorkSafe-led taskforce has so far removed more than 13 million litres of the stockpiled waste chemicals, clearing four sites in Epping, three in Craigieburn and three in Campbellfield. The final three sites in Campbellfield are currently being cleared.”

The state government last year introduced new penalties of up to 10 years in jail and fines of more than $6.4 million for rogue operators who manufacture, store, transport, transfer, sell or use dangerous goods in a way that places another person in danger of death.

Penalties were also increased for failing to comply with the direction of a WorkSafe Inspector, and other duties under the Dangerous Goods Act 1985.

“A review of the Act is important to ensure our laws are up to the task of protecting the community from the unacceptable risk that stockpiling of dangerous goods poses, and to deal with those who do it,” Ms Hennessy said.

A final report and recommendations are expected to be delivered to the government next year, with opportunities for public comment and stakeholder engagement later this year.

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SA EPA releases WtE position statement

Proponents of thermal waste-to-energy (WtE) activities in South Australia must engage the community in “genuine dialogue” and ensure the provision of accurate and reliable information, according to the South Australian EPA’s recently released thermal WtE position statment.

“A proposal to undertake a thermal WtE activity has the potential to generate interest and concern within the community, including non-government environmental organisations or other interest groups,” the statement reads.

“WtE projects requiring development approval will be subject to community consultation and/or notification as required by the Development Act 1993 and the EP Act during the development, assessment and licensing notification processes respectively.”

Additionally, refuse-derived fuel produced with EPA approval will no longer be considered waste under clause 4(a) of the Waste to Resources Policy, meaning its use in thermal WtE activities will not attract the payment of the waste levy.

“Thermal WtE activities receiving waste in accordance with the Resource Recovery Criteria, Thermal Efficiency Criteria, and holding an EPA Resource Recovery Approval will not be liable for payment of the waste levy, with the exception of thermal WtE activities receiving kerbside collected MSW,” the statement reads.

“For thermal WtE activities receiving kerbside collected MSW from a council or any other party contracted by a council, it is an additional requirement to demonstrate that the council’s kerbside collection system achieves the current MSW diversion target published within the Waste Strategy.”

Released following industry consultation in 2019, the statement aims to help planning authorities, licensees and development proponents understand the position of the EPA and the regulatory requirements for thermal WtE activities.

“The EPA will use this position statement to assess development assessment referrals and activities of prescribed environmental significance requiring a licence under Schedule One of the Environment Protection Act 1993 relating to WtE activities,” the statement reads.

According to the statement, South Australia’s Waste Strategy supports the efficient recovery of energy from residual waste and niche waste streams through best available technologies that suit local conditions, and can deliver environmental benefits and economic opportunities.

“In keeping with the waste management hierarchy and circular economy objectives, thermal WtE activities using waste that would otherwise be disposed to landfill are supported once sufficient material resource recovery has been undertaken,” the statement reads.

“The production and use of refuse derived fuel from waste that would otherwise be disposed to landfill will be supported where it includes appropriate material resource recovery, as set out by this position statement.”

When assessing a development application referral involving one or more prescribed activities, the EPA has the power to request further information, direct conditions for approval by the planning authority, or direct the refusal of the application as a referral body according to the Planning, Development and Infrastructure Act 2016.

“Following the receipt of formal development approval, the conduct of any prescribed activity of environmental significance will also require an environmental authorisation from the EPA in the form of a licence,” the statment reads.

The Waste Management and Resource Recovery Association Australia’s (WMRR) South Australia branch is hosting a free members-only webinar on 29 April to deliberate key elements of the position statement.

At the webinar, WMRR members will hear from South Australian EPA Chief Executive Tony Circelli and Senior Environment Protection Officer Waste Reform Projects Brian White.

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RecycleSmart diverts 2.2 tonnes of waste in three months

RecycleSmart users have have diverted 2.2 tonnes of waste from landfill in the last three months, following expansion into every council across Sydney’s Eastern Suburbs.

According to a RecycleSmart statement, 90 per cent of the collected material consisted of soft plastics and clothes.

“RecycleSmart is an Australian start-up with a mission to revolutionise waste management and preserve the environment,” the statement reads.

“We work with councils and businesses to help communities benefit from the economic and environmental advantages of resource recovery.”

RecycleSmart offers a door to door PickUp service whereby customers’ recyclable waste is collected for recovery, including soft plastics, e-waste, clothes and problem waste such as batteries and light bulbs.

“In addition to our rollout across new councils, we’ve also launched a Workplace PickUp service so that offices, schools and business can recycle more and reduce the amount of waste sent to landfill,” the statement reads.

For more information click here.

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