Ideas, insights and inspirations.

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

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