Ideas, insights and inspirations.

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

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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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Because people can only buy your products and services if they can find them, a website should be easy to use and have a fighting chance at securing the highest possible ranking on search engines. As one of Pittsburgh’s longest standing website design agencies, Elliance has been delivering prosperity with SEO-friendly websites for regional, national and global clients for the past 30 years. Here are six ways we infuse SEO into every stage of website design: 1. Strategy + Keyword Guide At the very start of your website redesign project, ensure that you not only declare your SEO goals in the website strategy document, but also craft a Keyword Guide that contains clusters of keywords and phrases spanning your products/services and areas of thought leadership, innovation and intellectual capital. Laying claim to the keywords begins with an intentional plan. 2. Information Architecture After completion of your sitemap, build wireframes with a balanced mix of digital assets to increase user engagement and … Continue reading

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Today, more than any other touch point, a website is the digital soul of an organization. All roads lead to it. As one of Pittsburgh’s longest standing website design agencies, Elliance has been delivering prosperity with websites for regional, national and global clients for the past 30 years. Our arsenal of best practices includes: 1. Start with the Wise Strategy Revenue Strategy, Communication Strategy and Search Engine Ranking Strategy are the three building blocks of Website Strategy. Bake each of them into every stage of website development. 2. Make it Beautiful Strategy is invisible. Good design makes it visible. Milton Glaser, the iconic designer, once said “There are only three reactions to a piece of design: no, yes or WOW! Wow is one to aim for.” We couldn’t agree more. Create a beautiful website with contemporary aesthetics. And like retailers, refresh it periodically so if reflects the most current aesthetic. 3. Delight Prospects and Customers You can’t bore people into … Continue reading

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As one of Pittsburgh’s longest standing B2b and higher education branding agencies, Elliance has been delivering prosperity to regional and national clients for the past 28 years. Our arsenal of branding best practices includes: 1. Know Why You Brand When choices proliferate, branding ascends. Three reasons why successful organizations brand: In the sea of sameness, brands always win. Brands command premium prices. Financial markets value brands higher than generics. 2. Define “Brand” A brand is the sum of all experiences. It attaches an idea to a product or service e.g. achievement for Nike, freedom for Southwest Air, great books for St. John’s College, and engaged learning for Elon University. A brand creates expectations and promises around a product or a service while creating strong or even impenetrable differentiation in the marketplace. 3. Discover Your Brand Bring both a rational and an investigative mind to brand discoveries. Scour all available data to look for key insights. When listening to internal stakeholders, customers … Continue reading

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Ranked as one of the best B2B marketing agencies, we are frequently asked to share our thoughts about emerging marketing trends. We see three main forces impacting the B2B environment: First, Gen-Zers are entering the job market. In the past few years, there has been a generational shift from Boomers to Gen-Xers and Millennials. By 2025, 75% of the global workforce will be largely comprised of Millennials and Gen-Zers. Second, social justice movements with themes of diversity, equity and inclusion (DEI) and corporate social responsibility (CSR) are growing and increasingly fused together. Third, the release of Forrester Research’s 2023 Planning Guide for B2B Marketing Executives lays out new market trends. To grow their brand’s share of mind, voice and market, successful marketers are focused on the following initiatives for 2023: 1. Purpose First Since Millennials and Gen-Zers care deeply about corporate values, they are gravitating towards companies that embrace environmental, social and governance (ESG) standards and embody corporate social responsibility … Continue reading

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As an agency that has served more than 250 corporate, higher education and non-profit brands, here is what we have concluded: successful brands invest in cultivating and nurturing these seven powerful habits with fierce intentionality: 1. Keyword Habit: The SEO Keyword Lexicon includes a variety of keywords that prospective buyers will use on Google to search for your products and services. It includes groups of keywords related to your brand, decisioning, reputation, thought leadership and products and services. Great brands develop an Institutional SEO Keyword Lexicon which informs creation of new content based on keywords of strategic importance. Successful colleges and universities include keywords for brand positioning, signature academic programs, areas of thought leadership, college search by prospects and institutional reputation. After all, what’s the use of creating new content if it’s going to become a lotus flower in the Himalayans, which only a few people can enjoy? 2. Data Habit: Great brands develop an institutional data framework that includes sales funnel and metrics that measure … Continue reading

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According to a recent Gallup report, 71 percent of B2B customers aren’t engaged. Meaning, they are readily willing to take their business elsewhere should an opportunity arise. Content marketing, a tactic that is widely used to boost engagement and aid many B2B challenges that underpin this problem — customer centricity, relationship building, strategic positioning, etc. — has hardly worked for B2B marketers, particularly those in midsize and small companies. In fact, according to a recent study by MarketingProfs, only 6 percent of B2B marketers rated their use of content marketing as very effective. Why? The answer lies in a number of factors that hold to be true across B2B companies. B2B marketers lack content production capacity Traditionally, B2B marketers have focused on analytics, sales and quantitative side of marketing to support their customer acquisition strategies, hence not needing superior writing talent. Forced to adapt to the rise of digital marketing, many scrambled to assume the role of content experts, with … Continue reading

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In looking at the B2B world of marketing, trends are indicating that Millennials are now very much in command of B2B research and decision-making. Who says? [1]Google partnered with Millward Brown Digital and conducted a B2B Path to Purchase Study in 2014. It’s a really interesting study chock full of information that indicates that these Millennials are fast becoming B2B influencers. What the study discovered is that a significant demographic shift has occurred from 2012 to 2014 as shown below:               Knowing this, will that change what you are doing to market your products and services? Reading or watching? Watching video. Period. For many B2B researchers, video is preferred for information gathering more than visiting a website. One of the most interesting statistics pulled from the Google/Millward Brown study is that that video has exploded as a medium, let me rephrase that, video has exploded as the medium that B2B researchers prefer throughout their search. … Continue reading

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Two months ago, I brought home an eight-week-old miniature schnauzer named Ellie. She only weighed four pounds. She needed to go outside in the wee hours of the morning. She prompted me to ask myself, “What have I done? How will I get through this? Will this get any easier?” Since this little bundle of cuteness is consuming a lot of my time, it’s only natural that she’d be the inspiration for my blog post. After all, I am sure there are many professionals – from owners of smart manufacturing companies to newly hired marketing directors – who occasionally ask themselves the same questions I mentioned in the above paragraph. With Ellie as my marketing muse, here’s some food (or kibble) for thought. Be yourself. If you search Google images for miniature schnauzers, you will find adorable dogs who are black, gray or salt and pepper. As you can see, Ellie is brown and white. She is called a liver … Continue reading

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