The goal of inbound marketing is a holistic, data-driven approach to marketing that attracts companies and converts them into lasting customers.
Aren’t you glad we started with the first definition?
So why does inbound marketing work for industrial companies so well?
I have been there. A lot.
I am not an engineer, or in the construction industry, I don't have a CPA, and I do not know the ins and outs of automated material handling. At least not as well as the engineers, CPA;s and designers who know their stuff.
However, I can and have wrote about the above for a few reasons. Not because I am super intelligent, but because I initially started as a journalism major.
We tailor most marketing videos towards potential clients and leads. While we all know it is important to spend resources attracting more customers sometimes it is just as critical to market to different stakeholders like current and future employees.
Recently we had a conversation with a person in human resources at an industrial company. She was interested in our thoughts on how to convey their culture to prospective employees. Immediately I thought of video. I firmly believe that video allows you to put your best foot forward and gives potential employees a real insight into your company.
Your homepage gets the most visits. Obvious right? But do you know the page most people visit second to your home page? That’s right; it is your “About page.” It doesn’t matter if you have an industrial website or financial services, or construction.
Your "About" page is important.
So why are people always screwing up their “About page”? I think the name throws people off. People hear “about page” and believe it is supposed to be about your company. It is not.
Nope, Nobody cares about your company. Really. Want to know why?
We meet with a fair number of companies about their industrial marketing. Many of these companies want a new website. Their current sites are dated, not functional or just look well...bad.
We help companies with marketing and website design. However, often the underlying problem is not their website, it is that they don’t have a real message. Their message is flawed, dated or they try to cram a bunch of different messages together.
AND they have a bad website...
That's why we want to talk about how to find your industrial marketing message. (Even if you don't have an industrial or manufacturing company this process will work for nearly any B2B company.)
Let’s get started.
Filed Under: industrial marketing
The first part is to make sure you write around the long-tail key phrase you researched. Make sure that it is a unique key word for your site (you haven't used before).
Page title: Add your keyword to your page title. Remember you have 72 characters that can appear in your page title so use them. Also, bear in mind that search engines weight the words at the front of your title more heavily than the ones towards the end.
Your key phrase should also be included in your page slug and URL as well.
Content: Makes sure that your key phrase is in the first part of the page. Placement of the keyword near the top is different from traditional writing where you lead up more to your topic. Writing SEO optimized copy is more similar to scientific writing vs. prose.
You should also mention your key phrase through the copy as appropriate we must caution against “keyword stuffing” or using the key phrase unnaturally.
Remember you are not just writing for SEO but for a real human audience you want to persuade to act. This can be easy to forget when you try to create “perfect SEO” but getting your audience to the page is only part of the battle. Getting them to act is winning the war.
Note: If it comes down to ticking a box for SEO or writing better always lean towards better writing.
Another component of your content is to make sure that you have over 300 words on your page. More is better to a certain extent as long as it is all engaging content.
Headings: You should use your key phrase in your headings. Not necessarily all your headings, (remember you have two audiences). A good place to add your key word is in an H2 heading.
Links: The internet is a connected ecosystem so remember to add internal links as appropriate. For instance to a related blog article or a call to action to the next step you want your visitor to make.
Image: You should chose an image or images that help engage your readers. However, you should also use an alt description that includes your keyword.
Meta description: The meta description is a synopsis of your page. In search engine results it is below the page title.
In WordPress, you can edit your meta description beneath the page copy. However, different themes and plugins can affect the location. Depending on what program you use to build your website it lives in different places.
You should keep your meta description below 160 characters and remember to build the synopsis around your chosen key phrase.
SEO is an important part of inbound marketing. If you need help with your SEO in Charlotte or anywhere in the Carolinas reach out to us. Want to learn more about SEO and inbound marketing download our Guide to Inbound Marketing.
Not every visitor to your website is at the same stage in their journey. In fact, given the variety of keywords you might appear for it’s impossible to know all of the different paths a potential buyer is using to get to you.
When you add-in social media or direct search, you have even more variants to your possible visitor's stages.
The problem is that if you have a newer website or don’t have a variety of content, you might not be able to tell your visitor’s stage. This includes premium website content, which is a downloadable piece of content for your vistors.
However, if you have pages that detail how you can help your prospect’s journey, it will be more beneficial to you and your sales team in the long run because you will not only be garnering leads but you will know where they are in their journey.
Filed Under: website conntent
Timeline is a legitimate concern with any project Everyone wants everything done as quickly as possible. The client wants the project complete so they can take advantage of the benefits and the agency wants the project complete so they can bill.
Here is how you can lower the timeline of any project. Get ready. It is some deep stuff.
PARD. You know, like an old school spaghetti western. Short for partner. You get it.
Filed Under: website redesign
We spoke to a company today about their website needs. It was going well, and eventually, we arrived at the part that everyone loves, budget.
Not many of us can talk to a person about money just a few minutes after we meet them without a bit of discomfort. Here is how the conversation went today.
Me: "So do you have a budget in mind for your website?"
Prospect: "Well, I have done some research, and I think the going rate is between one and two thousand dollars"
Nah just joking. This is what I said.
Recently we spoke to a company that was considering adding a marketing associate to their team. I am all in favor of hiring more marketing people, believe me.
However, in this case, this company, let’s call them “Company A,” they already had a full -time marketing associate and a marketing coordinator.
Filed Under: fractional marketing director