Posts

Creating Digital Content for Industrial Marketing

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. I can sense the confusion in the room or over the phone when I tell them that creating engaging digital content is much more than copywriting. I have to quickly shift into my explaining mode right after that.

Creating digital content is neither easy nor quick. It is definitely a process that involves much more than copywriting and clever wordsmithing.

Myths and truths about digital content

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10 New Google Algorithm Changes Announced

Google changing its search algorithms is not news to most SEO experts. It’s a fact of SEO life. What is new with the latest algorithm changes is that Google is being more transparent and talking about them openly.

What caught my attention and IMO applies to industrial marketing, are these four changes:

  1. Snippets with more page content and less header/menu content: Google’s explanation: This change helps us choose more relevant text to use in snippets. As we improve our understanding of web page structure, we are now more likely to pick text from the actual page content, and less likely to use text that is part of a header or menu.
    What this means to industrial marketers: On-page SEO will now require more than just an optimized Title tag and text-based drop-down menus. There are plenty of rumors floating around that Google sometimes (more frequently lately it seems) ignores HTML title tags and creates its own titles in their coveted blue links. This latest change means you need to pay more attention to the content on site pages and make sure it is optimized for search terms. Read more

Making Your Industrial Website Be All It Can Be

Remember the old US Army commercial – “Be All You Can Be?” It was one of the most popular and successful recruiting slogans and the army used it for over twenty years. It was created in 1981 by E. N. J. Carter (he was awarded the Outstanding Civilian Service Award for his efforts) when he was with N. W. Ayer & Son, the first advertising agency in the United States. (Source: Wikipedia)

What does any of this have to do with industrial websites? Plenty as it turns out.

I can’t think of a single conversation about website redesign that I’ve had with industrial companies that didn’t start with or include the following, “We want our website to be on the first page of Google for … (fill in your own keywords and phrases).”

Right from the get go, the entire focus of the site redesign is on search engine optimization (SEO). After all, why would you create a site that no one can find? One of the big draws of inbound marketing with content is that it helps a website get found early and often by its target audience. So what’s wrong with that singular focus on SEO?

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Google’s Latest Algorithm Update Raises the Bar for Content Quality

Last month, Google announced a change to its search algorithm, called the “Panda” update. This is a major change and there is plenty of buzz on the Internet about the dramatic drop in ranking of some well-known sites.

This change is primarily designed to cleanse Google’s search results of low-quality content. Most SEO experts expect article directories or “content farms” to be heavily penalized by Google’s algorithm change.

How does Google’s algorithm change affect industrial and B2B marketers?

Well, for starters, posting the same article in several article directories for the sake of gaining inbound links is out. This is a strategy used by many SEO specialists in an attempt to boost the number of external links pointing back to your site.

That does not mean article marketing is bad or should be banished permanently. According to statistics compiled by Danny Sullivan over at SearchEngineLand, eHow actually gained in ranking. Some of the biggest losers were associatedcontent.com, suite101.com, ezinearticles.com and articlesbase.com.

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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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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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Optimizing Your WordPress Business Blog

Probably the biggest benefit of creating a business blog is to engage with your readers, build deeper relationships and convert most of them into paying customers. However, none of that can happen until you drive lots of interested traffic to your business blog.

Optimizing (SEO) your business blog is critical because it allows your target audience to find you in search engines and attract traffic. An invisible blog doesn’t draw a crowd and neither will you have the opportunity to engage with them.

Organic or natural search engine optimization (SEO) has always been shrouded in mystery, bordering on voodoo. It seems the secrets of SEO are known only to a few high-priced consultants. However, you can do it too with some help. See my earlier post, “Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress Blog.”

I don’t deny that effective SEO does take experience, expertise and time to produce results. So no one should expect a DiY solution to achieve the same kind of results as a paid SEO expert (ethical one!). Start with some baby steps and fine tune as you learn more.

In this post, I’m going to focus on a powerful DiY SEO tool for WordPress blogs. It is called All in One SEO Pack (AIOSEO) and you can download it from here for free. After you have installed it, log into your admin panel, go to Settings > All in One SEO (See screen shot). Read more

Shortening the Industrial Buy Cycle in 5 Simple Steps

The other day I read an interesting article titled “5 Steps To Shorten The B2B Buying Cycle” by Kerry Spellman, Client Relationship Manager at iProspect. Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.”

The most frequent complaint that I have heard in the past year from my industrial clients is that their sales cycle has become longer, more complex and increasingly difficult to get on the buyer’s radar screen until it is too late. Any help that I can provide to my clients to alleviate the problem is greatly appreciated and rewarding for my business.

That’s precisely why Kerry’s article caught my attention. She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle. I have summarized here my takeaways on her five steps.

What is the key to shortening the buy cycle?

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Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress Blog

Instead of an industrial marketing strategies post that I typically write, this is more of an implementation post. I have listed some easy, do-it-yourself (DiY) SEO tactics to optimize your WordPress blogs for search engines.

Just building a business blog is not going to help you drive traffic or generate leads. You need to optimize it for search engines in order for your target audience to find your B2B blog (see my earlier post, “How to Use a B2B Blog to Win Customers and Influence Prospects”). Before you dive into the deep end of do-it-yourself (DiY) SEO, you should be aware of the two types of optimization tactics and they are:

  1. On-page or on site optimization
  2. Off-page or off site optimization (mainly link building, which is a topic for another post)

In this article, I’ll be focusing on a few DiY on-site optimization techniques for a WordPress business blog.

What is On Site SEO?

On-site SEO refers to changes that you can make within the code of your blog. You have full control over this SEO technique since you can add, edit code and content at anytime. Read more

The 6 essential rules of a website redesign – Ignore them at your peril

Is you current website an asset or a liability? Is it so outdated that you avoid sending prospects and customers to your site? It may be time to invest in your online presence.

The one thing that this recession has taught B2B marketers is to do more with less. This trend towards lower-cost content marketing is likely to continue well into 2010. It goes well beyond just cutting costs, today, it is more about accountability, analytics and engaging customers and prospects by using free or inexpensive social media tactics.

So, what should you do to revamp or redesign your current website? I’m not talking about a cosmetic facelift but turning it into a marketing powerhouse as you position your company for the recovery. Here are six essential rules that you should follow:

1. Optimize, optimize, optimize: That’s the golden rule of online marketing as is location, location, location in real estate. Unless your prospects can find your site when searching in major search engines, you are dead in the water. It is possible to do search engine optimization (SEO) by yourself but allow yourself time and there is a learning curve. Consider hiring a coach or an SEO expert to work up a strategic plan that you can execute.

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