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Websites are the digital soul of manufacturers and industrial companies. Constructed well, they are effective conversion machines for new business development and become their #1 sales tool. In the past 30 years, Elliance has designed and developed more than 150 manufacturing websites. Following are four success stories of our website design and development clients: 1. Underdog Wins: Sophisticated Alloys Located in Southwestern Pennsylvania, an hour from steel-and-aluminum-famed Pittsburgh, Sophisticated Alloys takes pride in solving the toughest customer challenges, fusing the most unlikely elements to create new custom alloys. We rebuilt their website and started a blog which has given them a decade long Google page one positions for “custom alloy manufacturer”, “specialty alloy manufacturer”, “Simonds alloy manufacturer” and “alloy manufacturer”. This has transformed them into a preferred alloy supplier for many enterprise clients. The website development project went through the usual process of starting with discovery and strategy development, leading to information architecture and user experience design, followed by website … Continue reading
Posted in: manufacturing website design agency
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Search engine optimization (SEO) is the greatest equalizer amongst manufacturing marketing tactics. Using SEO smarts, underdogs become wonder dogs and runners become sprinters. Following are five success stories of our SEO clients: 1. Underdog Wins: Sophisticated Alloys Located in Southwestern Pennsylvania, an hour from steel-and-aluminum-famed Pittsburgh, Sophisticated Alloys takes pride in solving the toughest customer challenges, fusing the most unlikely elements to create new custom alloys. We rebuilt their website and started a blog which has given them a decade long Google page one positions for “custom alloy manufacturer”, “specialty alloy manufacturer”, “Simonds alloy manufacturer” and “alloy manufacturer”. This has transformed them into a preferred alloy supplier for many enterprise clients. 2. Small Giant Leaps: Aerotech By defying the temptation to be bought by a larger company and insisting on carrying forward the family legacy of innovation, Aerotech became the last independent motion control company standing. We rebuilt a smart, SEO-optimized, catalog-centered website and translated it into other languages opening … Continue reading
It’s crucial that manufacturing and industrial company marketers use best practices to not only map the right set of keywords across the prospective buyer or customer journey, but also to optimize their website and social media to secure Google page one rankings for those keywords. To make a purchase, buyers (engineers, specifiers and influencers) move through a rational set of mental states. They first become aware that they have a problem and they need to solve it. They educate themselves by exploring potential solutions to solve their problem, reviewing frequently asked questions. Next they move to the consideration stage where they look for suppliers who could help them solve their problem; they study industry reports, case studies and supplier reviews. Next they reach the decision or preference stage where they look for top quality suppliers with proven successes and case studies; they seek proposals, evaluate them and seek clarifications. Finally, they make their purchase decision, finalizing contractual terms and issuing … Continue reading
Posted in: manufacturing SEO agency
Making a business case for investing in a comprehensive marketing campaign to skeptical, ROI-minded, quant-driven, C-level marketers in manufacturing and industrial companies goes far beyond making an intuitive case. For quantitatively inclined senior team members, here are five key ROI metrics that we have used to justify their investment in manufacturing marketing: 1. Increased Brand Awareness: We track and create a trend line of number of times the brand name surfaces and is clicked on search engine results pages using Google search console data. Our SEO/Inbound clients should expect this to grow upwards year-over-year. The non-branded to branded organic traffic ratio should rise over time. For most of our clients this ratio begins around 20/80 or 30/70 and rises all the way up to 60/40 or 70/30. Occasionally, it rises up to 80/20 and 90/10. We’ll monitor organic search volume over time by measuring the organic traffic as a percentage of overall website traffic trended over time. We expect this … Continue reading
Posted in: Manufacturing Marketing ROI, Marketing ROI
In the past 30 years, Elliance has deployed SEO strategies for more than 100 manufacturers and industrial companies in service of growing their leads, sales and capacity utilization. Why have we insisted on recommending SEO to our clients? For two reasons. First, because Google/Bing page 1 is destiny. Trusted page one organic rankings and high visibility for your social media content equate to owning the world’s hottest real estate. 93% of industrial buying begins with on online searches. 90% of users never go beyond page 1 of search results. Organic rankings (i.e. the top 10 natural search results) are clicked 9-folds more, trusted more, and convert three-folds better than paid ads. Second, being found on page one is the best means for finding, getting, keeping and growing customers and talent. We recommend our clients begin the SEO journey by crafting an intentional plan powered by a Keyword Lexicon that contains clusters of keywords and phrases spanning products and services, brand … Continue reading
The surest way for manufacturers and industrial companies to grow their share of voice and market is by improving their search engine (SEO) rankings and visibility.
If you are a manufacturer and looking for an SEO agency near you, look no further. We’ve assembled world class talent which serves clients nationwide and worldwide.
There is an art and science to running a SEM and paid advertising campaign for manufacturers and industrial companies. With all online advertising platforms increasingly dependent on artificial intelligence and machine learning, gone are the days of total manual adjustments and management. Talented paid marketers now deftly manage the AI, and algorithm powered ad platforms. As a digital marketing agency, we have adapted to the changes happening in the industry but the fundamentals of creating content that will resonate with our clients’ target audience remains the same. Depending on budgets, SEM or paid advertising services include a combination of the following: Google and Bing paid advertising including PPC and Display Paid social advertising Retargeting advertising Video advertising Trade media advertising They operate in an ecosystem that looks something like: Here are some best practices which we follow to run high performing, top converting paid media campaigns for all our manufacturing and industrial clients: Start with a Smart Plan Beginnings matter. How … Continue reading
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. As one of the leading manufacturing marketing agencies, we learned the SEO strategies and tactics presented here from serving over 150 manufacturers who were small giants in their respective categories. What is SEO? SEOor “search engine optimization” is the process of improving your website to increase its visibility on Google, Bing and other international search engines. Why Manufacturers and Industrial Companies are Deploying SEO? Manufacturers that pursue and achieve top organic or natural Google and Bing rankings prosper and thrive. There are many reasons for this. A few are listed below: Fortifying brand reputation Attracting and retaining talent Improving capacity utilization Reducing sales cycles Retaining, growing and cross-selling to existing customers Securing new customers Growing strategic buyers while embracing tactical buyers Opening new markets without increasing headcount … Continue reading
Posted in: seo agency for manufacturing
Today, more than any other touch point, a website is the digital soul of a manufacturing organization. All roads lead to it. As one of the leading manufacturing website design and experience design agencies, Elliance has been delivering prosperity with websites for regional, national and global manufacturers for the past 30 years. If we had to distill the sentiments of customers using websites of successful manufacturers, it would boil down to three simple statements: It’s easy to use; I like using it; and I trust it. Our arsenal of best practices for manufacturing website design and redesign includes: 1. Begin with the End in Mind: What Business Problem are you Trying to Solve? Listed below are nine revenue, reputation and ranking challenges that your website should be able to help you solve: Secure new buyers Open new markets without increasing headcount Retain, grow and cross-sell to existing customers Grow strategic buyers while embracing tactical buyers Improve capacity utilization Reduce sales … Continue reading