Marketing Advice

May 02, 2017 By Travis Baker Leave a Comment

The Three Stages of Manufacturing and Industrial Website Design

We talk to people a lot about what they want their websites to do and what results they want from their site. Then we look at their current website, and I see why they don’t get the results that they want. 

Most people in industrial, material handling, manufacturing and construction don’t know that there are a few different stages in website development.

I thought it would be a good idea to talk about the three separate stages of website design and what makes each one unique. The goal, of course, is to be in the third stage.
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Filed Under: Industrial Website

April 04, 2017 By Travis Baker Leave a Comment

6 Hints on How to Execute a Website Redesign

You see it all the time, and you hate it. What was once love has become disgust.

Yep, I am talking about your website. You thought it was awesome at first but slowly time has gone by and everything now just looks so blah. Your competitors have great new sites, and it is time for a website redesign of your own.

However, a redesign is not something to launch into willy-nilly. Sure you have an old website. In fact, you have started to refer to it as the “old website “ in your internal monologue.

But to love your “new website,” you need to go into it with some reasonable expectations and a plan.
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Filed Under: Industrial Website

March 01, 2017 By Travis Baker Leave a Comment

Focus on Benefits to Upgrade Your Industrial Marketing

Often when we help industrial and manufacturing companies, they want to talk about what their product or service does.

Then it is time for some hard truths.

Frankly, customers don't care about what your product or service does. I mean, not really. What they care about is what problem your product solves.

Despite talking about this for years, it is still a concern. Nothing derails literature or the content of your industrial website faster.

Why? Because it makes it harder for people to see why they should choose your product or service.

A feature is “Product X moves 6x faster than our competitors.”

Your customer says, “Ok, great, so what?”

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Filed Under: Industrial Website, industrial marketing strategy

January 31, 2017 By Travis Baker Leave a Comment

Personality as Part of Your Industrial Marketing Strategy

Manufacturing and industrial marketing strategy don't always easily translate to a personal relationship between prospects and your brand. Sometimes there is a problem getting an emotional connection to people.

Industrial air filtration? Construction? Material handling? Is there a less personable sounding business than material handling?

I think industrial and manufacturing companies need to take a page from CPA’s, accounting and insurance companies. In these financial services companies, you have to develop a personal rapport with customers. 
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Filed Under: marketing for manufacturing, Industrial Website, industrial marketing strategy

December 01, 2016 By Travis Baker Leave a Comment

Why Most Industrial Websites Sabotage Marketing's (and Sales’) Goals

I see a lot of bad industrial websites. That is a problem, but not the problem that I want to address today. Today we are talking about functionality. I don’t care how slick your site looks if it is not meeting the goals that you have set from developing your manufacturing and industrial strategy.

Most of those marketing goals probably revolve around taking website visitors and turning them into leads.

Seems pretty simple enough, right? Well no, not really. Talk to anyone who has tried to do it; it can be tough and time-consuming. But there might be some low-hanging fruit you can pick, and the great thing is your competition is probably ignoring it.

Today we are going to offer three ways that Industrial Websites can improve.

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Filed Under: Industrial Website

October 25, 2016 By Travis Baker Leave a Comment

7 Ways Your Outdated Industrial Website Design Hurts You

Often we get used to the status quo. Whether it is our own house, or an old industrial website design. I have been avoiding the raised floor between my kitchen and my dining room for three years now. It is involuntary that when I cross the threshold, I lift my foot, so I don’t trip and fall.

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Filed Under: Industrial Website