Posts

Build Industrial Websites as Dynamic Blog Sites

For most industrial companies and manufacturers, a Website is the centerpiece of their online presence. By now, most industrial marketers are aware of the power of inbound marketing for lead generation. A blog is considered the cornerstone of an effective inbound marketing strategy.

What if you could combine the best of both these marketing tactics? I’m talking about creating a blog site with dynamic content instead of a static digital marketing asset.

Building or redesigning a company Website as a blog site is increasingly becoming the preferred method for many industrial and manufacturing marketers.

Here, I’m referring to an integrated blog site where yourcompanyname.com is the home page of the blog or is in a subdirectory within your main domain such as yourcompanyname.com/blog and not an external blog like someotherblogname.com.    Read more

Most Industrial and Manufacturing Websites are Still Stuck in Web 1.0

Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating capabilities.

That statement may come as a shock to many site owners because they are convinced that sales leads will just roll in because their site includes a toll free number in a big bold font, there are links to the “Contact Us” page everywhere and/or there’s a RFQ form on the site.

Here’s what’s wrong with that picture: Read more

ʼTis the Season for Website Redesigns: 7 Lessons Learned from Redesigning Industrial Websites

A New Year and a new website mean new leads and sales opportunities. That’s what most businesses wish for during the Holiday Season. A website redesign is a common marketing kick off in Q1 for many manufacturers, industrial and engineering companies.

With 2011 right around the corner, this is a good time to finalize your website redesign plans in order to find the right prospects and begin filling your sales pipeline.

This post is a summary of lessons learned from my 10+ years of experience in redesigning many industrial websites. I’ve also provided links to my other articles from this blog that talk about the key elements of a successful website redesign.

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3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites

I hope you had a wonderful Thanksgiving weekend (here in the U.S.) with your family. Now, back to work.

Attempting do-it-yourself (DiY) search engine optimization (SEO) is common among industrial companies since they tend to have dedicated IT departments. Can DiY SEO be just as effective as hiring an outside expert? Should IT be handling this task? Those are two very debatable questions but that is a topic for another post.

Here I want to focus on the three most common SEO mistakes that I see when industrial clients contact me for Website optimization. May be I just answered my own questions, if you catch my drift. 😉

Mistake #1: Lack of strategy and incomplete keyword research

Most people know about the free Google’s Keyword Tool and use it to do their keyword research. So far so good.

Where DiYers tend to go wrong in using this invaluable tool are:

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Inbound Marketing Tactics to Get Bulk of B2B Marketing Budgets in 2011

As we head into November and the start of the Holiday Season, B2B marketers are getting into their budgeting mode. With the cloud of economic uncertainty still hanging over many industries, it is not surprising that B2B marketers are shifting their 2011 budgets more towards lower-cost inbound eMarketing tactics.

MarketingSherpa asked more than 900 B2B marketers how they expected their marketing budgets to change for 2011. The chart below shows the breakdown between different marketing tactics and the projected increase/decrease for the next year. Read more

Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle

In the early stages of the industrial buy cycle, you as the marketer have very little information about the visitor to help you tailor your marketing content to their needs.

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle) your prospects and customers use a variety of online content to find solutions to their current problems and needs.

The chart below shows the variety of content used at different stages of the industrial buy cycle (Source: Understanding the Industrial Buy Cycle: How to Align Your Marketing with Your Customers’ Buying Process from GlobalSpec).

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Is Your Industrial Website Still Just a Business Card?

Unless you’ve been on a very long sabbatical from industrial and manufacturing marketing, you very well know that your website should be the hub of your online marketing.

Why should you care about your company’s website? Probably the best reason I’ve read is by Linda Rigano, Executive Director of Strategic Services at ThomasNet. She said,

“Treat your website as if you were hiring a six-figure salesperson. If you were going to put them on the street, what would you do? You’d arm them with information about the marketplace. You’d arm them with information about your products and how people use them. Then you’d put that person in front of the audience and check with them.”

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The Twofold Benefit of Optimizing Marketing Content

Online optimization is usually associated with natural or organic search engine optimization (SEO). Optimizing your marketing content around keywords or phrases is the first step in your content marketing strategy. After all, that’s how your prospects and customers will find your blog and/or Web site.

However, there is another strong reason for optimizing your marketing content that has nothing to do with SEO. I am referring to optimizing customer engagement in B2B marketing.

Why is it important? Because B2B and industrial buyers tend to be more sophisticated in the use of online content in making their decision over the entire buying cycle. BtoB marketers need to create and deliver content that is relevant to those searching for their solution while mapping it to the prospect’s buying cycle. Read more

5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers

If you are a manufacturer or a provider of technical services, your website needs to be aligned with the buying process of your prospects and customers. Today, technical buyers and engineers expect suppliers to have a substantial online presence with a website packed with relevant content in a variety of formats and easily searchable. Is your site ready for this shift in expectations or do you need a website redesign?

I’m sure you’ve read many times that engineers hate marketing/marketers and they want only the facts. Those punch lines and stereotypes may be amusing but they won’t really help you come up with an effective site redesign. How do you engage engineers and technical buyers on your website and build deeper relationships and achieve higher conversion rates?

Rule #1: Natural or organic search engine optimization (SEO)

In the research phase of the industrial buying cycle, engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. Unless your website shows up in the initial phases, you are probably not going to be considered in the next step, which is the comparison stage.

It shouldn’t be an afterthought because retrofitting SEO after the redesign is typically not very effective and usually costs more. Read more

B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question

Do you show prices on your B2B website? Have you struggled to answer that question? You are not alone, most business purchases, especially industrial products don’t lend themselves to a simple Manufacturer’s Suggested Retail Price (MSRP). It becomes even more complicated if you sell through channel partners and there are different pricing structures in place.

This is not a new problem; business marketers have been debating the pros and cons of publishing prices on their websites for several years now. I found a series of blog posts on pricing on your website at Dave Jung’s B2B Blog, some of those articles date back to 2006.

Why do we need prices on B2B websites?

There have been many studies done over the years that indicate that price information is the very reason why most B2B buyers visit a vendor’s website. Read more