According to a study by Forrester Research, over 90% of B2B buyers begin a search for any product on the Internet. In the B2B Content Marketing 2010: Manufacturing/Process Industry Report produced with Content Marketing Institute, 84 percent of B2B manufacturing marketers use content marketing. This includes 80% writing articles for the Web, 73% using social media and 48% using video. Imagine what business opportunities you are missing if you do not have an active presence on the Web. This is the new reality of the manufacturing sector. Gone are the days of establishing a website and hoping customers will find you.
Let’s explore ways your marketing partner can help you adapt to this fast paced and demanding media:
Has your market changed?
Even if it hasn’t, the way your customers make buying decisions has. They are looking for more sophistication, more market knowledge and more options, not to mention a good price. Manufacturers must cater to the new ways customers can be enticed into buying from you and not your competitor. Find out what your customers want by conducting an online survey. Determine what you need to turn online prospects into customers.
Developing an online marketing plan
There are a number of steps you need to take in order to formulate a marketing plan for your product or service on the Web: 1) Identify the social media platforms that your audience participates in. 2) Start feeding these markets with relevant content that highlight your unique products or services. 3) Target your potential clients directly through email. 4) Remember that ultimately, everything should drive traffic to your website.
Determine keywords
What are your customers likely to search for? This is not an exact science, but check out what other companies are using and hold a strategy session to come up with as many keywords as you can. Your marketing partner should have a good handle on just the right words to use to get your company the best SEO. You can also test out your words on Google, Bing and Yahoo platforms.
Standard marketing
Besides the Web, you need to continue standard media buys, tradeshow participation, public relations and targeted direct mail. These marketing efforts can still play a big part in your media plan because there is nothing stronger than a brand message.
Yes, the Web is taking more of your time, but it is worth the investment. Web design, SEO, social media, pay per click and video marketing are some of the best marketing tools today. Knowing how to capitalize on them will be the key to creating ROI moving forward.
Looking for a marketing partner with experience in the manufacturing business that can help create a targeted marketing plan for you? Email us today.
Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com
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