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As a leading SEO Agency for manufacturing and industrial companies, we are frequently asked to share our best practices. This is part 2 of a series of posts to explain how SEO works for manufacturing companies. SEO or “search engine optimization” is the process of improving your website to increase its visibility on Google, Bing and other international search engines. Manufacturers that pursue and achieve top organic or natural Google and Bing rankings prosper and thrive. There are good reasons for this. Organic rankings are more trusted, more clicked and out-convert paid advertising leads three-fold. Being found on page one is the best means for finding, getting, keeping and growing customers and talent. Smart marketers at leading manufacturing companies begin their SEO journey by conducting a twelve-point SEO audit to assess the following: 1. Website Performance Metrics AuditThey begin by testing site load speed, mobile/desktop performance, secure certificate and domain name analysis. They know that these are all Google and … Continue reading
Posted in: seo agency for manufacturing, SEO agency for manufacturing companies
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As a leading manufacturing SEO agency, we are frequently asked to share our best practices. This is part 1 of a series of posts to explain how SEO works for manufacturers. SEO or “search engine optimization” is the process of improving your website to increase its visibility on Google, Bing and other international search engines. Manufacturers that pursue and achieve top organic or natural Google and Bing rankings prosper and thrive. There is a good reason for this. Organic rankings are more trusted, more clicked and out-convert paid advertising leads three-fold. Creating an effective manufacturing SEO strategy requires research, planning, and ongoing refinement. Here’s a step-by-step guide to help you develop a robust manufacturing SEO strategy: First, shape your SEO strategy around your goals For an industrial company, a solid keyword strategy has at least three elements: The right mix of keywords focused around your revenue, reputation and thought leadership goals The right situational analysis of your competitor keywords and … Continue reading
Investing in SEO for manufacturers and industrial companies generates more qualified leads, opens new markets and liberates new revenue. This guide was written to help the manufacturers and industrial companies with modest marketing budgets to leverage SEO to out-smart and out-compete the deep pocketed Goliaths without outspending them. We call them small giants. To paraphrase Guy Kawasaki, if you have more money than brains, you should focus on paid advertising, but if you have more brains than money, you should focus on SEO marketing. As one of the leading manufacturing marketing agencies, we learned the strategies and tactics presented here from serving numerous manufacturers who were small giants in their respective categories. We thrive on seeing them prosper and we celebrate their success. Table of Contents: I. SEO Basics for Manufacturers What is SEO? What are SEO Ranking Factors? What is Inbound Marketing? Know That SEO/Inbound/Content is a Long Game II. Eight Reasons Why Manufacturing and Industrial Marketers Are Deploying … Continue reading
Posted in: seo agency for manufacturing
In serving more than one hundred manufacturers in our thirty year history, our agency has developed a repertoire of best practices in manufacturing marketing. To commemorate the manufacturing month, we’re sharing them with you: 1. Invest in Branding: The best manufacturers distinguish themselves and liberate profits by building powerful brands, becoming thought leaders and aligning themselves with causes that matter to them. They play to win. 2. Celebrate Heroes: Manufacturers are increasingly challenged by a national talent shortage for the new jobs they’re creating. They are also losing an entire generation of baby boomer buyers who are being replaced by Gen-X, Millennials and Gen-Z. To offset these macro-trends, smart manufacturers are celebrating the talent of their workforce and their best customers alike. 3. Marketing, Sales and Customer Experience Alignment: Successful manufacturers ensure that not only their earned, owned and paid media align, but their marketing, sales and customers experience mutually enhance each other. 4. Produce High-Fidelity Content: Top manufacturers maximize their … Continue reading
Posted in: Manufacturing Marketing
In serving more than one hundred manufacturers in our thirty year history, we have helped our clients overcome the following eight business challenges they were consistently facing. Fortify Brand Reputation In the sea of sameness, brands win. Branding allows manufacturers to charge a premium and for financial markets to value them higher. Manufacturing marketing agencies create a unified commercial brand for their clients. They infuse the brand in every touch point including websites, social media channels, Wikipedia entry, email signatures, newsletters, tours, webinars, and all sales presentations, trade show booths. They celebrate star customers and employees because they, not the company, are the real heroes of a company’s story. They secure Google page 1 rankings for both tactical and strategic buyers, ensuring the information that appears on search engine results is persuasive and inviting. They position a manufacturer as a thought-leader in its space. They tell stories of product innovation. They help establish and deepen relationships with trade media. Since … Continue reading
Posted in: Manufacturing Marketing
Reducing the frequency of a printed alumni magazine is a controversial idea. Generations of alumni will react to this change differently. However, as Yogi Berra said, “if you see a fork in the road, take it.” Benefits and Costs of Print Alumni Magazine Great alumni flagship magazines are beautiful, comfortable and great coffee table pieces. They have the potential to move your college’s perception/reputation needle with alumni and friends. They draw you into the great stories and iconic photographs that slow you down and take you back into the memory lane of your youthful idealism. Above all, they don’t get lost in the email clutter or sea of web distractions. However, they are not cheap, they’re difficult to produce and have a limited reach. It’s not uncommon for them to consume budgets of over $100,000 for quarterly or bi-annual issues. Production requires teams of editorial and design staff. Despite best efforts, you can only tell so many stories that can … Continue reading
With strained budgets, weakened endowments and the anticipated demographic cliff when college bound undergraduates will begin to shrink, colleges are eyeing international students from emerging economies. With over one million international students heading to the US in 2023, the race is on to attract the brightest and most financially well-off international students. Our clients have started asking us to prepare a playbook for successfully recruiting and growing international student enrollment. In increasing and significantly growing enrollment for international programs for the past 25 years for numerous colleges and universities, we have learned two things: First, students can’t buy your programs or buy-into your university unless they can find you; Second, you can’t bore students into enrolling in your university. To succeed, universities must invest in first impressions, and deploy a unique balance of the marketing air-game, boots-on-the-ground game and follow-up contact strategies. INVEST IN FIRST IMPRESSIONS INSTITUTIONAL TOUCH POINTS Your website and social media are the most important touch points … Continue reading
With the impending 2025 demographic decline expected to reduce the pool of college-bound undergraduate students, colleges and universities are proactively investing in the establishment and expansion of graduate programs as a means to diversify their revenue streams. Our clients have requested a playbook for effectively recruiting and expanding graduate student enrollment. Drawing from over 25 years of experience in significantly increasing enrollment for graduate programs across more than 50 colleges and universities, we’ve gleaned two key insights: First, students can’t buy your programs or buy-into your university unless they can find you; Second, you simply can’t bore students into enrolling at your university; you must inspire them. To achieve success in recruiting graduate students, universities must begin with a well-curated portfolio of programs, assess the environment, and orchestrate multi-channel marketing strategies, on-the-ground engagement, and follow-up contact tactics. WIN BEFORE YOU WIN Launch new, unique, sought-after graduate programs in areas where your college possesses an undeniable competitive edge. Resist the urge … Continue reading
Welcome to your new adventure. You may have been invited into this crucial governance role as a steadying force, a change agent or a contributor of your expertise. No matter your role, get ready to play it by focusing on the 3 W’s of stewardship: Wisdom, Wealth and Work. Begin your journey by immersing yourself in the college. Review its mission, history, strategic plan, master plan, status of accreditations, SWOT analysis, competitive benchmarks, key operating plans, financial statements, budget, university magazines and organizational culture. Meet all the cabinet members and know their key priorities. Meet all other trustees and know the committees they serve. The 3 W’s of stewardship – wisdom, wealth and work – underpin the twelve things you’ll need to know to steer the college to health and prosperity: 1. Know Revenue Sources and Financials: What is our revenue breakdown? Are we a tuition-dependent college? Are we research funded? What is the extent of our corporate and foundation … Continue reading
The goal of marketing is to win the hearts, minds and trust of people. If you win them over, you might win their business too. It has taken a lifetime of experiences to learn these timeless laws of marketing. Being the youngest of 11 kids, losing my Dad at 6, being raised primarily by women and becoming a bridge builder shaped my worldview towards human-centered marketing. I hope you find them beneficial. 1. The Law of Humanity Great brands always remember that prospects, customers, users, ambassadors and loyalists are real people, with real needs, wants, motivations and ambitions. They never forget that they are in the business of making the lives of their customers easier and helping them realize their ambitions. Be empathetic. Treat customers like human beings. Humanize your brand. 2.The Law of Findability If they can’t find you, they can’t buy you. If a prospect can’t find you on Google page 1, your product or service won’t be … Continue reading
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