4 key areas for manufacturers and engineers
EDITOR ’ S CHOICE DIGITAL MARKETING
FULL MIX MARKETING
4 key areas for manufacturers and engineers
Many manufacturers and engineers are finding their online presence increasing important in attracting and retaining clients . Sarah West of leading B2B marketing agency , Full Mix Marketing , takes a look at some important areas of digital marketing .
Website Whatever you make or engineer , customers will often look you up online . Your website can be both the first and last impression you make . The litmus tests for a good website are :
• Is it immediately obvious what you deliver ?
• Is it clear where someone needs to click for relevant information ?
• Does your website explain how you can satisfy your customers ’ needs ?
• Is your website modern and up-todate ?
SEO Search Engine Optimisation ( SEO ) helps ensure your website appears higher up ( Google ) search results . First , it ’ s important to know if customers are looking online for what you do . In some sectors searches can be minimal .
The most influential element of SEO is content . You need to include text , images and video which directly address the needs of your target audience .
Backlinks from other websites show search engines your website is respected . An effective strategy is to share content with trade websites . Google assesses all websites ‘ mobile first ’, so it ’ s crucial your website is optimised for all devices .
Sharing content across your company ’ s social media and including it in your company email marketing are also powerful tactics .
Paid Search Whilst waiting for SEO to improve your performance , PPC ( Pay Per Click ) advertising can help you appear higher up search results . 1 . Conduct thorough research Online tools can help you identify the search terms your target audience uses . 2 . Create compelling ads The most effective search ads highlight features and benefits . Use an active voice such as ‘ get ’ or ‘ discover ’ to encourage clicks . 3 . Optimise landing pages Create or specify pages which relate closely to the keywords being targeted . 4 . Set the right ad scheduling Concentrating your campaign on working hours can help attract businesses who are ready to buy .
Content Marketing Content can demonstrate your expertise , engaging with your clients and improve SEO . Fresh content on your website shows search engines you ’ re active . Sharing content helps build trust and demonstrate your industry leadership . The attention span of busy professionals is short , so split articles into bite sized chunks and avoid being too salesy . Something genuinely newsworthy can become a press release . If trade websites publish it , it will help your SEO .
Sharing content across your company ’ s social media and including it in your company email marketing are also powerful tactics .
Social media Around 50 % of senior professionals are active on LinkedIn , making it effective for increasing awareness of your company and capabilities . The most successful posts typically report something new , such as a product , achievement or completed project .
To boost your reach : 1 . Ask staff to regularly like and share your company posts 2 . Request senior staff invite individuals in target organisations to connect with them 3 . Once connected , they can invite contacts to follow your company page
Other digital marketing There are many other areas of digital marketing , including those which are no longer regarded as purely digital , like email marketing .
Analytics are important too but it is best to take a wholistic approach rather than expect stats to inform every decision .
You can find out more about B2B digital marketing at www . fullmixmakreting . co . uk
20 PECM Issue 71