Manufacturing Marketing Agency
Whether you are a regional manufacturing facility serving your local area, or a global or national manufacturing business with worldwide fulfillment capabilities, manufacturing marketing is a key concern for expanding your business.
In a sales landscape traditionally defined by referrals, word of mouth and geographic proximity, the opportunities that online marketing for manufacturing presents should not be ignored.
Manufacturing marketing services are typically aimed at a few key groups: industrial buyers, entrepreneurs, engineers and government sourcing personnel. Regardless of the size of your business, most potential customers in today’s age will want to research your capabilities and qualifications online. While those interested in your services are still likely to offer their business after calling you on the phone, that step usually only occurs after extensive online research and comparison. For that reason, it’s important to tailor your online presence to provide the information that potential buyers need to make a decision.
Internet marketing covers a wide range of practices and methods, most of which are described below. In general, though, Internet marketing — whether facilitated by a manufacturing marketing company or by in-house personnel — should focus on addressing each area of the industrial buying cycle, and should provide easily accessible information to those who are actively seeking a supplier or contractor.
Search Engine Optimization
Search engine optimization (SEO) is a way of getting people to your website by organically appearing highly in search rankings due to the strength of the content on your website and links from other websites. While getting people to your site is the first step in attaining a new customer, SEO, when executed correctly, offers the added benefit of providing valuable, useful content and information that actively helps potential buyers make a decision.
Pay Per Click
Pay-Per-Click (PPC) allows you to bid on specific search terms so that you’ll appear at the top of rankings when people search for them. PPC can be a very efficient way of driving a targeted audience to your website, with an attractive ROI. Since you’re effectively paying for each visitor to your site, PPC works best, ROI-wise, when targeting those who are closer to making a purchasing decision (as opposed to those in the early steps of general research) through highly specific searches.
Since the industrial purchasing cycle can be much more extensive than other types of businesses, email marketing can be an effective way of retaining repeat customers. Since most manufacturing buying decisions are made when they’re needed — not at arbitrary times — it’s best to avoid the “hard sell” in your email communication to customers. Instead, provide useful information or updates on a regular basis so that you’ll be the first company they think of when they’re ready for their next purchase.
Web design ties together your content and the information you make available to customers, making sure they can easily find what they’re looking for. Great web design can also positively affect your search ranking, since visitors are likely to spend more time on your site and less likely to “bounce,” or leave quickly — a statistic taken into account by the Google algorithm.
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