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Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | Tribalvision Brand Manufacturers Are Increasingly Going Digital

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Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | Tribalvision Brand Manufacturers Are Increasingly Going Digital Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | TribalVision Brand manufacturers are increasingly going digital Marketers are increasingly prioritizing mobile and social over traditional ad channels. There is also increased focus on owned and earned media over paid. Booz Allen Hamilton Strategy, “Reimagining shopper marketing.” Here’s a taste of the most effective B2B and B2C channels In a recent survey of both B2B and B2C professionals, website, email and social media were listed as top revenue generators. https://neilpatel.com/blog/marketing-channels/ The manufacturing industry still has so much opportunity to take advantage off when it comes to digital marketing 30% 58% 59% Only 30% of manufacturing Of manufacturers use website Of manufacturing marketers say that marketers feel that they are using analysis to learn about target fresh web design and mobile web and social content effectively audiences optimization have drastically improved their businesses 84% 3% 1% Of people searching for services in The best manufacturing sites only Of manufacturers assed their the manufacturing industry say see conversion rates of 3% vs. 10% content marketing as they use the internet as their average across most industries “sophisticated” starting point https://www.ironpaper.com/webintel/articles/manufacturing-marketing-trends-and-statistics/, https://www.protocol80.com/blog/manufacturing-marketing-statistics Manufacturers are not investing as much in marketing as other industries (just 8% of their budgets) https://www.onlinemarketinginstitute.org/blog/2018/07/infographic-digital-marketing-manufacturing-industry/ Below are the marketing channels generate the most revenue for manufacturers https://www.business2community.com/b2b-marketing/heres-an-industry-analysis-of-the-most-effective-b2b- marketing-channels-01361533 Digital resources provide manufacturers with the tools to “pull” in customers Your website should be both the face of your Building a Better Website company as well as a tool for your customers Monitor your website visitors and gain insight on Google Analytics your audiences SEO ensures that your website shows up at the top Search Engine Optimization of organic search results for relevant keywords Allows you to target customers who are already Paid Search likely to be interested in your products Leveraging social media to strengthen your online Social Media presence and outreach to your audience Reach your customers with personalized email Email Marketing campaigns and automated follow up Target your ideal accounts with personalized, multi- Account Based Marketing funnel marketing campaigns Building a Better Website Most manufacturer websites are limited in design and functionality Limited engagement, no way to connect with brand Photography does not highlight quality of products Nothing to help build a first impression with first-time buyers Jewelry retailers offer a prime example of what a manufacturer’s website could be Sleek and modern design / navigation High-quality photography Customer tools Building calls-to-action and tools for engagement into a website is critical Clear CTA, whether that be a phone number, Contact button or both Engaging messages on hero images/video Video testimonials to highlight client success stories Ensuring your website adheres to best practices will optimize it for lead generation 1 Make sure contact CTAs are clearly labeled 2 Leverage video on your site wherever you can 3 Provide forms for leads to input their information 4 Provide forms for leads to input their information 5 Update it with new content on a consistent basis Leveraging digital marketing to strengthen existing client relationships Client-Specific Online Develop catalogs behind a login portal to customize the customer ordering process Catalog Video tutorials, podcasts, digital sell sheets and distributor tool kits for your clients Resource Library and distributors to access and leverage in their own purchasing/sales process Specialized communication and data storage tools to facilitate communication Website Tools with your customers Long-term outreach strategy to stay in front of customers with scheduled and Email Drip Campaign structured digital touchpoints There are a variety of user-friendly, affordable eCommerce sites available These platforms often have integrated inventory management, shipping coordination, payment methods, and accounting Blogs are a great way to place fresh content on your site TribalVision writes weekly blog posts and shares them through social media Statistics show that mobile design is equally important in web development 63% of all online traffic now come from smartphones and tablets Mobile Website Responsive Website https://www.stonetemple.com/mobile-vs-desktop-usage-study/ You can view daily, monthly, or yearly website information and even compare time periods. Here is an analysis of TribalVision’s website traffic from the last 12-months. Google Analytics allows you to see telling information about your website visitors and their experience on your site. Track visitors on Google Analytics to learn what channels are working Analyze which pages they visit, in what order, and for how long. Analyze sources of web traffic, including the quality of leads they deliver. Integrating GA into your website will let you map the customer journey, and fix the rough spots. Great indicators are return visitors, pages per session, and visit duration. Google Analytics can show you where traffic is coming from, nationally and globally Google Analytics provides vast audience insights Age, gender, location, affinity and in-market categories, device used, and browser used are just a few of the many visitor attributes you can analyze Google Analytics provides vast audience insights (continued) SEO efforts can help you maintain high visibility in searches without requiring ad spend SEO efforts such as content generation, social media, optimizing page tags, and more will help return your website at the top of organic search results Note that SEO is an ongoing effort and requires extensive maintenance, as well as a ramp-up period to generate credibility in the eyes of Google Know your niche: industry & competitor research Identify your competitors & gather data on their SEO & PPC performance Compare your site and back links with your competitors & industry giants Choose targeted long tail keywords based on your analysis A competitive analysis will provide you with more informed keywords, allowing you to begin your on-page optimization with a strong foundation. http://moz.com/blog/illustrated-seo-competitive-analysis-workflow SpyFu is a great tool for analyzing your competitors’ SEO Pricing for SpyFu starts at $39/month and provides SEO keywords, backlinks, paid search, and additional insights on you and your competitors’ SEM efforts Cover your bases of on-site optimization using your keyword selections Keywords should be used in the title tag & meta description, keyword tag as well as Keywords used throughout a page’s content it’s headers and subheaders (H1-H4 Tags). Possibly the most important element of on-page SEO, the page title tells search Title engines (and people!) what your page is all about. The title should contain keywords and be no longer than 70 characters in length. If possible make it into a question. Though not as relevant as in the past, the meta keywords tag should not be ignored. Meta Titles They allow the relevancy of the page to be based on the set of keywords and should not be abused (display only keywords used on the actual page). Meta descriptions in most cases will show up in search results right under the link. Meta They are a great opportunity to showcase what the page is about, include relevant Descriptions keywords and to include the catchy call to action in roughly 155 characters. Yoast is a free, user-friendly meta data tool for WordPress users Yoast helps users easily enter their SEO titles, meta descriptions, which is how Google “reads” the contents of a page and what heavily affects search engine rankings Yoast is a free, user-friendly meta data tool for WordPress users Yoast tells you a website page’s weaknesses, areas for improvement, and what it is doing well. Yoast will evaluate how your keyword density, imagery, URL, page content and additional meta data will affects your page’s SEO Example SEO Audit Off-site optimization (link-building) process Keywords How to Link-Build Before building links it is vital to Integrate the keyword into the get a full landscape of keywords backlink coming from the source appropriate to your industry that to your site. Diversify the get a lot of traffic and especially variation as if the link repeats to those keywords that are long tail many times the same way it looks and get a lot of traffic. Short artificial. keywords are usually not action- oriented while longtail ones are. Where to Link-Build Research them in Google Ads for Don't send all of the links to the free by creating an account. home page. Send the links to the sources that are more relevant Not All Links Are Created Equal for the link rather than sending It is better to get 1 link forma all of it to the home page. In fact, very powerful source than 20 some of the best link building links from a barely known campaigns focuses on evenly sources. spreading the entire site. More strategies for link-building Business Directories Make sure that the information is consistent. Some of the directories are paid like Yahoo, while some are free like SuperPage. Make sure that the directories are whitelisted before you post there. Blogs & Forums Engage in the comments/discussions on the blogs and forums and make comments on those with links to your website. Typically you need to become an established contributor first before you would be allowed to backlink to your website. You also need to check as a lot of websites are “no follow” meaning that they don't pass the link juice outside of the website. Press Releases Even though press releases are no longer counted by Google towards your link building collection, a well written and distributed Press Release might get picked up by some publication and those are usually a great source for valuable links.
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