In the age of digital commerce, a website is more than just a business card. For industrial manufacturers, a website serves as a crucial touchpoint between your offerings and prospective clients.
Welcome to this detailed guide from TotalWeb Partners. We specialize in digital marketing solutions for the industrial manufacturing industry and understand how critical targeted advertising is. This guide is designed to inform marketing professionals, executives, and engineers about the strategic advantages of Google AdWords.
Great content is the backbone of any successful website. For industrial manufacturers, this is doubly important as your audience often seeks in-depth, reliable information.
Greetings from TotalWeb Partners! As experts in website development and digital solutions, we can’t stress enough the power of a robust online presence. It’s no longer just an option; it’s a necessity. With over 5.6 billion searches per day on Google alone, ensuring you rank well in search results is crucial.
At TotalWeb Partners, we know that your industrial manufacturing business thrives on credibility, expert solutions, and a proven track record. That’s why we advocate for incorporating case studies and success stories into your website’s content strategy.
WRITTEN BY: Larry Gurreri
CEO and Founder of Sosemo LLC, an award-winning digital marketing agency that specializes in media buying and search marketing (SEM/SEO).
Here are three tips to help businesses prepare for the post-pandemic period.
Leverage digital marketing to guide the virtual consumer journey.
Consumers are online like never before and that includes business decision-makers, doctors, buyers and administrators. Sales reps are grounded, and in-person meetings are rare. Grocery store buyers, doctors and hospital administrators are overwhelmed.
The way that most businesses have been able to sustain and even succeed in this environment is by providing streamlined, on-demand digital experiences for consumers with limited-time and personal access. Digital experiences aren’t just about presenting information online — though all marketing information should be made available. Digital experiences must also allow consumers to connect with sales reps and place orders remotely.
Digital marketing channels such as search marketing or paid social media should be designed to help consumers navigate virtually through to the point of sale. Digital marketing should not be viewed as a supplement to sales teams, but rather as a virtual guide for the consumer journey.
With so many consumers getting more and more used to working from home, this shift in behavior will most likely continue for the long term. Businesses should use this time to streamline digital experiences and enhance digital marketing campaigns.
Start planning marketing campaigns for the post-pandemic.
With businesses closed and so many Americans home, the future demand for goods and services is certainly brewing. At the end of the pandemic, when stores and restaurants reopen their doors and business networking resumes, there will likely be a resurgence in the economy like never before.
People will be lining up not just to go to restaurants and the movies, but also to go to the dentist, schedule medical procedures and get haircuts. They’ll also want to visit with family, friends, customers and vendors. Businesses will need to prepare for the release of the pent-up demand that has been building.
Having marketing campaigns in place that are ready to intercept consumers at this pivotal time will be essential. Those who wait will miss out on the largest spike in the economic recovery. Search marketing and paid social media are some of the more turnkey marketing channels to activate. However, planning a targeted marketing campaign, even within these channels, often still takes months. Online media inventory needs to be assessed. Budget allocation recommendations need to be determined. Creative assets need to be developed, and campaigns need to be set up.
I believe there will also be a shortage of skilled marketers able to develop these campaigns because, just as demand for restaurant reservations and haircuts will surge, so will the demand for marketing services.
Make sure you have good SEO for your website.
SEO is one of the most cost-effective marketing channels. It includes the process of conditioning a website so that it ranks highly for relevant keyword searches within the organic or nonpaid results on Google.
Content should be developed with target keywords in mind, and websites should be developed in a manner that allows search engines to determine what keywords to rank the site for within the search results.
Even though the coronavirus stimulus package is providing relief across the U.S. economy now, we don’t know what the future holds. In a worst-case scenario, where marketing budgets are cut and media buys are scaled back, having a website that is search engine optimized would be essential. High visibility within the organic search results can remain for some time. Therefore, for long-term security, SEO is pretty much fail-safe.
Conclusion
Though tragic, the coronavirus pandemic has been an eye-opening experience. Businesses can endure, even when cities and states are locked down, through digital experiences fueled by digital marketing. The reliance on digital has never been higher and will likely continue. Many businesses suffered a loss in revenue over the past weeks. However, those that plan to activate marketing campaigns now will hopefully be able to recoup earnings during the economic resurgence, which hopefully will sustain. An investment in SEO now would add additional security.
Receive 2 hours of free website service just for meeting with one of TotalWeb Partners’s representatives, no commitment and no obligation.
We are so confident that you will find value in our web services, TotalWeb Partners will provide you with 2 hours of free website update maintenance, to be used any way you would like.
All we ask is that you meet with one of our representatives and learn about our services. Our rep will provide you with a certificate for 2 free hours of maintenance on your existing site.
This maintenance can include any of the following:
- Modify text
- Modify navigation
- Update images
- Add Images
- Add new products to existing product lines in a catalog
- Replace outdated product or contact information
- Update contact or RFQ forms
Once you have received your certificate please feel free to contact us.
For Product ManufacturersQ: How often are you asked about specific products Model No.s’? Q. Are you asked about specific parameters? Catalog with Attribute Filters Q: Do customers have the ability to select different options on your products? Q: Are you asked to explain the difference between two products? Q: Does seeing different products help customers select them? Q: Do you publish standard pricing in your print catalog today? Q: Do you get requests for accessories or replacement parts? Related items and/or Product options Q: Do you publish service manuals or application notes for your customers? For Service Companies:Q: How often do you get calls asking about specific Capabilities? Q. Are you asked about secondary services? Q: Does seeing different products help customers understand your offers? Product Gallery with Categories Q: Are you asked about prior work for a specific industry? Q: Do you publish literature or application notes for your customers?
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TWP client Profile and Questionnaire
Today, website users are bombarded with all sorts of content and information, from cat videos to the latest news scandal. With all of this competition, it can be difficult to cut through the clutter and get your marketing messages across to your target audience. Indeed, generating and holding user attention online is one of the biggest challenges marketers face. Learning how to focus user attention on the right information is therefore critical to the success of your marketing initiatives. In this article, I’ll share six of the most effective tactics for capturing and holding your users’ attention.
Show Users Valuable Information
Users have limited attention, and they won’t use it on just anything. You need to show them information they’ll find valuable. This will increase their willingness to spend time and attention on your content. Use these tactics to highlight important points:
- Use human faces to draw attention. This is especially effective when that face is looking at them.
- Add bright colors and vivid photos will naturally attract the user’s focus. To determine whether important elements will stand out, squint your eyes while looking at a page and see what you notice.
- Whenever possible, call out the user by name in relevant content.
- Include animations, especially in the user’s peripheral vision, to draw attention to high-value content.
Your users will naturally scan any page they visit to search for the information they’re interested in. Highlighting the most important points will make your user experience more enjoyable since users will be able to find what they need quickly.
