Why Now Is the Time for Manufacturing Companies to Build Their Web Presence

Why Now Is The Time For Manufacturing Companies To

Build Web Presence

Today’s Manufacturing Buyer

What is web presence?

Evolve your website

Tell your story with content

Yes, social media matters in B2B

Get found in search

Case study: Aurena Laboratories

Contents


Look familiar?

It’s the new reality of today’s B2B and manufacturing buyer.

Accessing information, forming opinions and researching your company online, on the go

and through multiple channels.

In fact…

of

the sales process is over before a potential customer contacts your company

Yet only of companies have a

digital marketing strategy.

Stop following and start leading.

Build your web presence now.



Evolve your website



Get found in search



Everywhere your company is found online

• Website, microsites and blogs

• Visibility and listings in search engines

• Your original content

• Social media

• Wherever anyone is talking about your company, product or service online

Why do you need a web presence strategy?

• Educate customers and build trust

• Drive leads to your company website; gather insight

• Nurture customers through the buying process

• Get discovered and outrank competitors in search engines

• Position your company as thought leaders

• Build long term digital assets

• Create brand advocates

Unlike a sales team, your web

presence works for you 24 hours a

day, helping customers find you,

instead of you having to find them.

Benchmark your current web presence

• Where do you rank in search engines?

• What engagement are your social channels seeing?

• Is your content being read or shared?

• Are you in the right places when your ideal customer is searching for your product or service?

Sign up to find your benchmark for free at: www.bedigitalgiants.com/request-an-assessment

http://www.bedigitalgiants.com/request-an-assessment



Evolve your website



Get found in search


Evolve your website

Think of your website differently

Your website should be…

More than just a place to “dump” information – it must be

designed with your marketing and sales objectives in mind

Solutions focused

Visuals, graphics and video to help tell your story

Navigation and content that helps qualify prospects and

nurture leads

Responsive for all of today’s devices

Every page with a purpose and will rank in search engines



Evolve your website



Get found in search



Only

companies feel they are using content effectively.

Yet, B2B companies that blog cited a

increase in leads per month.

A few keys to effective content

• Link it to your overall marketing strategy

• Be solution-oriented by solving your prospects’ business problems

• Communicate what makes you different and innovative

• Make boring content more interesting with visuals: they are 94% more effective at engaging readers

• Keep it fresh and regular: outdated content is a turn off

Start creating content

Develop a monthly editorial calendar based on your overall strategy. Plan topics, format and keywords

Dig into your existing content, such as brochures, press releases, annual reports, sales collateral, and then repurpose it in different forms

Go beyond blogs: infographics, eBooks, videos, slide decks must be part of your content strategy



Evolve your website



Get found in search



Word-of-mouth is now online

Social media has transformed the way businesses engage with their customers

Yet our research showed that only of

businesses have fully embraced it

Why does social media matter?

• Content distribution and customer engagement

• Customer relationship management

• Sales lead initiation and opportunity advancement (social selling)

• Networking and influence marketing

• Gathering customer, competitor and market intelligence

Which social media channels to use?

• It depends on where your customer is spending their time. Do the research to find out.

• For a detailed outline of social media channels, read: How to Choose the Right Social Media Channels for Your Business

http://www.bedigitalgiants.com/how-to-choose-the-right-social-media-channels-for-your-business/

Get started in social

• Use a listening tool, such as Swayy, to monitor social channels for mentions of your company/brand, primary competitors, and target keywords

• Identify and follow thought leaders in your industry and target markets; read their content, share it and add value or insight whenever possible

• Optimize your social media profiles

• Start sharing your own quality content



Evolve your website



Get found in search


Get found in search

Approximately

of B2B

buyers begin their path to purchase

with an online search engine.

What is search marketing?

• Gaining visibility in search engines through unpaid (search engine optimization) and paid (pay-per-click) efforts.

• Positions your company’s content in view of potential customers when they start searching for a product or service that will solve one of their problems.

• Your chance to capture attention of a customer and draw them in to the top of your marketing funnel.

Simplified tips for effective search marketing

• Conduct keyword research for search terms that best represent your company, products and services

• Track these keywords and benchmark your current ranking

• Optimize each page of your website for a specific keyword –this includes content, page titles, headers and images

• Implement pay-per-click advertising on Google and social media (particularly LinkedIn for B2B organizations)

Read more tips about pay-per-click advertising here: How Manufacturing Companies Can Generate Leads Online

http://www.bedigitalgiants.com/how-manufacturing-companies-can-generate-leads-through-online-advertising/?hvid=4wAAGR



Evolve your website



Get found in search



The Aurena Story

• Aurena Laboratories is a contract developer and manufacturer of pharmaceutical medical devices in bag-on-valve aerosol

• With aggressive growth targets and new product innovations on the horizon, it was time for Aurena to establish itself as a distinct player in the aerosol industry with unique capabilities

• After developing a comprehensive marketing strategy it was time to build the Aurena web presence…

aurenalabs.com before

aurenalabs.com after

Tripled the number of unique visits to the website in the first

three months and increased qualified leads by 25%

Success driven by content

• Infographic shows innovative process.

• Downloadable product sheets educate prospects.

• Blog has generated nearly 500 unique page views.

Landing pages with downloadable content

• Visual and informative landing page content drives leads and gathers customer data.

• Offers a piece of thought leading content for download.

• Used in pay-per-click advertising, email campaigns and more.

Social media generates qualified website referrals

In one quarter, the activity on Twitter, LinkedIn, Slideshare and Google+ resulted in a 63%

increase website referrals direct from social channels.

Keyword optimized with clear calls to action

• Page optimization has put Aurena on page one of search engines for more than half of the keywords they are trying to rank for.

• Clear calls to action resulted in 51 contact requests via the website on Q1 2014.

Be a leader and do what your competition is not.

Now is the time for manufacturing companies to start building web presence.

Ready to get started? Contact the Giants:

CONTACT: Marc Hill, Founder & CEO

EMAIL: [email protected]

WEBSITE: www.bedigitalgiants.com

P: 705-791-3242

@bedigitalgiants

http://www.bedigitalgiants.com

Sources cited in this presentation

• Slides 6, 16 and 20: Digital Giants and Vireo Research

– Digital Marketing in Canada

• Slide 17: MDG Advertising

– http://www.mdgadvertising.com/blog/its-all-about-the-images-infographic/

• Slide 5: CEB

– http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page

• Slide 16: Impact BND & Content Marketing Institute– http://www.impactbnd.com/blogging-statistics-55-reasons-blogging-creates-55-more-

traffic

– http://www.slideshare.net/CMI/b2b-content-marketing-2013-benchmarks-budgets-and-trendsnorth-america-14855770

• Slide 25: Pardot– http://www.pardot.com/demand-gen/report-state-demand-generation/

http://www.bedigitalgiants.com/about/research/

http://www.mdgadvertising.com/blog/its-all-about-the-images-infographic/

http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page

http://www.impactbnd.com/blogging-statistics-55-reasons-blogging-creates-55-more-traffic

http://www.slideshare.net/CMI/b2b-content-marketing-2013-benchmarks-budgets-and-trendsnorth-america-14855770

http://www.pardot.com/demand-gen/report-state-demand-generation/