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When choosing manufacturing marketing tactics, one thing to consider is habits of target audiences. Here’s some data which shows how habits are changing.
Posted in: Manufacturing Marketing, manufacturing website design agency, seo agency for manufacturing
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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
Posted in: seo agency for manufacturing
One of our clients, a small manufacturing company located in southwestern PA came to us with a problem of not getting enough calls for growing their business. Our initial response to their request was to help them with their website and grow their presence on search engines to gain more visibility. However, as algorithms changed, we suggested an updated strategy for the client, focusing on content and social media. The Updated Strategy Apart from the website, the client had no other content or social media channels. Our strategy focused on creating a content machine and gaining visibility on social networks through great stories and content. We created a blog along with supporting networks for social media on all major networks Facebook, LinkedIn and Google Plus. The Results The result was continual increases in rankings for optimized phrases, rise in organic traffic, and higher traffic from social networks. Here are some numbers to show the success of this campaign: Organic traffic increased … Continue reading
A typical Google results page includes ten organic results along with sponsored ads on the top and right hand side of the page. Out of millions of webpages out there, Google selects the top ten pages for page one results for any given query. The listings include a title, URL and short description, called a snippet, which provides an introduction to the website that you are being invited to visit. Imagine standing on a street with multiple storefronts all selling similar things. If there are five candy stores adjacent to each other which one do you choose? Probably the one that looks most attractive from outside. The case is similar on a search results page. The title, URL and description all act as a storefront for your website. They need to be catchy and attractive to stand out from the other results and draw searchers’ attention to encourage them click through to your website. A search result snippet is usually … Continue reading
Not long ago, Abu wrote about how social media is being adopted by big name manufacturers. The GE and John Deere examples he shared show that some manufacturers are doing an amazing job with their digital marketing efforts. Data from a recent MarketingSherpa Benchmarking study shows that investments in website design, SEO and social on behalf of manufacturing marketing are all expected to rise in 2012. For success in these marketing ventures, it’s important to implement and integrate your strategies with a purpose. Let’s take GE as an example. GE is doing a wonderful job with its social. The website is well done, the visuals are great and GE is telling compelling stories about its products and services. Images and branding both on the website and associated social channels contribute to the seamless integration between the two. Let’s look at some different views of their homepage: An ongoing campaign — “GE Works” — is at the center of the whole … Continue reading
Most manufacturing websites with e-commerce capabilities, or a product catalog, need to be very careful in how they handle their on-site SEO. Good on-page optimization can yield major returns and expand the horizons. On the other hand, sloppy work can lead to disappointed searchers and bad impressions – of your site and of your business. Designers of manufacturing websites need to take a hard look at on-page factors and develop targeted strategies to build up good SEO practices. Below are some on-page SEO factors that can be improved on many manufacturing e-commerce websites: Content Depth: Manufacturing companies usually have shallow content on their websites, especially the category pages. A typical category page will list all the products in a particular category. Usually the page is devoid of any other content. This creates the ‘thin content’ problem which is usually not a contributor to SEO success. It’s very important to have a healthy amount of content for a page to rank … Continue reading
Scarcity and fear are perhaps the greatest motivators for change. Most manufacturers, like other organizations, change their behaviors drastically only when facing the prospects of recession. Every recession has motivated manufacturers to adopt new marketing tactics. Even though search engines have been in play for over a decade and have been adopted by fast moving industries like retail and finance, manufacturers are just beginning to see it as their savior. Looking back, I believe manufacturers will remember the Great Recession as the period when they discovered the power of search engine optimization (SEO). Now that the SEO tsunami is here, we recommend manufacturers get the most out of their search strategies. Here is a list of ten pearls of wisdom we have gathered from our work with manufacturing clients: 1. Begin by asking “what do you want more of?” When Alice asks the Cheshire Cat for direction in Alice in Wonderland, the cat responds “If you don’t know where you’re … Continue reading
Manufacturers are adopting SEO in large numbers. Recall that SEO is the art and science of getting your website ranked on Google, Yahoo and Bing for the keywords that matter to you the most. Since it accounts for almost half of our business, we are in a good position to share the top 10 reasons why manufacturers are investing in it. Here are the reasons that our customers have shared with us the most. New Customers, New Markets: According to a 2012 ThomasNet study, almost 90% of the buyers are now searching for vendors online. And Google alone accounts for over 90 billion searches per month. Add another 30 billion searches per month for Yahoo and Bing, and one begins to see why appearing on top of search engines is vital for manufacturers. 1. Get new customers from global markets. Let your website top search engines be the next sales person in the country you can’t put a distributor in. … Continue reading