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If You’re Not Found Online, You Don’t Exist in Industrial Marketing | Manufacturing Marketing

If You’re Not Found Online, You Don’t Exist in Industrial Marketing

industrial marketing being found

Patience and a commitment to a carefully crafted industrial marketing plan are required for you to succeed online.

Industrial marketing is increasingly oriented around a central aspect of our online experience – search. The ease of accessing specific information has caused a sea change in behavior. The ability to search for information has become the starting point when seeking answers to questions, regardless of personal or professional. If your company doesn’t appear in a relevant search, to a large percentage of your potential market, you don’t exist.

This “search-centric” world has led to the rise of a new marketing approach for industrial companies, content marketing. Search engines have spent the last 18+ years indexing text found on websites across the internet. Your website is catalogued by the text found within, the content which describes what your company has to offer.

Descriptions of your products or services are a key aspect of the success of your overall success online. At a certain point, there is a limit to how much can be said within your website without violating unwritten rules relating to spam.

Enter blogs and social media.

These outlets offer additional opportunities to speak about what your industrial company has to offer. A coordinated effort utilizing all of the tools at your disposal is content marketing. Consistently speaking about your industrial products across multiple media creates a larger pool of information which leads back to your company. Search engines rank the results of a search upon both quality and quantity of information. Top placements are the reward for creating high quality information.

The costs associated with content marketing can be deceptive.

Access to the networks; Google, LinkedIn, Twitter, blogging platforms, etc is incredibly inexpensive. There is virtually no cost to publish your information to a worldwide audience.

Creating the content, the information about your industrial products, can be very expensive. The level of competition within your industrial market dictates the amount of effort necessary to succeed. Also, the sophistication of the messaging must reflect that of your market. If your competition publishes access to their 3d CAD files, they will see greater traffic than those with basic 2d. Greater traffic equals greater opportunity.

The expense of high quality content necessitates a strategic approach when deciding what to offer, how often to create new information and which media to utilize. A clear strategy will keep the program on target and achieve efficiencies across multiple efforts.

A coordinated program of relevant information creates a cycle where search page position is rewarded by traffic, which in itself generates more traffic, improving page position. This won’t happen overnight.

Quality content created on a regular basis is the fuel which propels the program forward. Be realistic about the costs involved and begin with a long-term mindset. Be found.

photo credit: Aristocrats-hat via photopin cc

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