- Case: promotion of an industrial company
- Audit of the site of a manufacturing company
- The benefits of technical SEO for businesses
- Why is technical SEO so important?
- Ways to Promote Your Industrial Products & Services
- What Is Industrial Marketing?
- Steps To Build An Industrial Marketing Strategy
- Benefits of Combining SEO & PPC Ads
- Supplement Your Traditional Methods Of Growth With Industrial Marketing
We were approached by a client who sells industrial equipment. By cooperating with RegisTeam, he aimed to increase sales from the official site, because before that, most customers purchased equipment through distributors. By taking a holistic approach, we saw an increase in organic traffic and unique visitors from the Search engine in 6 months. Below we will consider in detail how we were able to achieve this using an integrated approach to SEO promotion.
Case: promotion of an industrial company
Project: Production of heat exchangers
Period: from 1.04.2021 to present
Features of the niche: Narrowly focused topics, aimed at attracting manufacturing companies
– to increase the flow of requests from the site (including from new regions);
– to increase the conversion rate.
In this case study, we’ll tell you why technical SEO is still SUPER important.
Technical SEO is the process of ensuring that a website meets the technical requirements of today’s search engines in order to improve organic rankings. Important elements of technical SEO include scanning, indexing, rendering, and website architecture.
Audit of the site of a manufacturing company
Our comprehensive audit revealed a number of problems that prevented the site to take high positions on key requests.
Initial data on the project:
- Multiple technical errors were identified during the preliminary SEO audit.
- Not worked out the structure of the site.
- The presence of low-quality pages.
- Problems with text optimization.
Not the targeted traffic to the site. Due to the fact that the main activity of the project – heat exchangers for production, lacks of well-designed semantic core led to the fact that the main users of the site – customers need heat exchangers for domestic needs.
Error 1: The main page was not optimized for priority queries, the content on the page and metadata – are two different clusters of queries that should be promoted on the 2 landing pages.
It was necessary to start by collecting the correct semantics and optimizing pages based on it.
Error 2: Category pages were optimized for keywords whose content contained too broad a match.
For example, in the title, which is involved in the ranking too wide correspondence in h1:
Key categories that should provide traffic from organic search did not have enough informative content, and search engines poorly ranked pages with useless and uninformative content.
Error 3: There are errors in the page layout (structured data):
Implemented micro-labeling – EmergencyService –> http://schema.org/EmergencyService –> Emergency Service
Error 4: The structure compared to competitors was not worked out. Example of a competitor’s site structure:
Competitors have implemented and optimized filter pages:
To increase the number of keys on which the resource is ranked and to create additional entry points to the site the main strategy for the promotion of the site was to expand the semantics and the implementation of tagging.
Error 5: There was no correct optimization of the language versions:
Technical SEO is important because it ensures that your site is easy to navigate and has no technical issues that prevent search engines from understanding and ranking it. You must implement technical SEO to attract organic traffic and turn it into customers. But you should not underestimate the importance of external optimization, seo promotion is above all a comprehensive approach. We at RegisTeam carry out the following types of optimization for each project without exception:
- Internal optimization
- External optimization
- White (natural) optimization.
- Analysis of the link profile dynamics of our resource.
Error 6: At the stage of link profile analysis of this project we have identified:
External promotion is not made smoothly and inconstantly, clear jumps in growth on the graph of the dynamics of reference profile, with activity in 2017 and decline in 2019.
Recommendations: Create a dynamic of gradual and continuous growth of the link mass of the site. focus on the external promotion of the resource.
Analysis of the quality of the link profile:
The site was run on low-quality donor sites. This is evidenced by the nature of non-thematic sites of excellent language versions.
An example of clearly spammy donors:
Error 7: Not unique content
Optimization of technical SEO for the site consisted of the following steps:
- Developed a more effective strategy to promote the project in Google.
- Conducted a detailed analysis of the main competitors.
- Drawing up the TOR to eliminate all technical errors for technical specialists.
- Text optimization of the site.
- Development of commercial semantics capable of generating relevant traffic.
- The uniqueness of the content in the major categories.
- Eliminated spammy links.
- Developed a link profile optimization strategy.
- Developed a new structure for the creation of new categories.
The benefits of technical SEO for businesses
The ultimate benefit of technical SEO is that you are likely to generate more organic traffic if you have a fully optimized website.
What results have you achieved in website promotion:
Project position dynamics. Google search engine (22/06/2021) Start of collaboration:
Project position dynamics. Google search engine (25/10/2021):
Traffic dynamics according to Serpstat:
Conversion dynamics (cooperation period compared to the same period last year):
Changes in organic traffic for the entire period of work:
Yes, the traffic graphs are not as stunning as in our other cases, but let’s take into account the fact that this project is not a general audience, it is a manufacturer whose products are used for manufacturing, not domestic needs. Plus, we were able due to the correct semantic core, to optimize the flow of target users, and cut off those who are looking for a heat exchanger in a domestic boiler, for example. Therefore, an 11.50% increase in traffic compared with the previous year is quite a decent result. At this stage of cooperation, we have just begun to implement new pages. For this, we have worked out new semantics for those production heat exchangers that were not included in the current structure. We plan to create 16 more traffic-generating categories on the site.
Why is technical SEO so important?
Your company should optimize your website’s technical SEO for several reasons, including:
- Technical SEO affecting your ranking in search results.
- Technical SEO affects the actions and decisions of your website visitors.
- Technical SEO affects your website’s conversion rate, lead acquisition, and sales.
- Technical SEO helps your business compete with competitors who also use SEO.
- Technical SEO increases ROI from SEO as a digital marketing strategy.
Whether you have a new website or have had one for a while, it is likely that you will have some technical SEO issues that can lower your site’s rankings. The good news is that most technical SEO problems can be solved with a simple update so that you can see the benefits as quickly as possible.
It’s best to get a technical SEO audit to identify any technical issues on your site. An SEO specialist can then address any technical issues that may be making it difficult to get traffic to your site. Working with an SEO specialist will save you time and help you avoid costly mistakes.
Ways to Promote Your Industrial Products & Services
Digitalized industrial marketing propels customers toward your business’s products and services by means of well-coordinated design, content curation, social media engagement, and SEO strategies. It is commonly misconceived by numerous manufacturing and industrial enterprises that digital marketing primarily suits consumer goods and business-to-consumer (B2C) sectors, but this presumption is unfounded. As the realm of sales and marketing undergoes a remarkable digital transformation, prosperous business-to-business (B2B) companies perceive marketing as a direct catalyst for revenue generation, leading more manufacturers to align their endeavors with the contemporary digital landscape.
Remarkably, most industrial manufacturers are essentially equipped for embarking on a marketing campaign; however, this realization has yet to dawn upon them.
Looking to propel your industrial company to new heights in the digital world? Look no further than RegisTeam’s comprehensive SEO optimization services. Our team of experts specializes in promoting industrial businesses, and we’re here to show you exactly how our integrated approach can revolutionize your online presence.
With RegisTeam’s SEO optimization, we focus on delivering tangible results that go beyond mere features. Our proven strategies are designed to drive targeted traffic, boost your search engine rankings, and ultimately increase your company’s visibility, credibility, and profitability.
Through meticulous keyword research, we identify the most relevant and high-performing keywords in your industry. By strategically incorporating these keywords into your website’s content, meta tags, and URLs, we ensure that your web pages are easily discoverable by search engines and prospective customers alike.
But our expertise doesn’t stop there. We understand that SEO is a multifaceted process, and that’s why we also optimize your website’s architecture, ensuring that it’s user-friendly, fast-loading, and mobile-responsive. By providing an exceptional user experience, your visitors are more likely to stay longer, engage with your content, and ultimately convert into loyal customers.
When you choose RegisTeam, you can expect an integrated approach to SEO promotion that encompasses on-page optimization, link building, content marketing, and social media strategies. Our team of skilled copywriters, web developers, and SEO specialists work in harmony to create a powerful online presence for your industrial company.
Don’t let your competitors steal the spotlight any longer. Take charge of your online destiny with RegisTeam’s Industrial SEO Optimization services. Contact us today to unlock the full potential of your company and achieve the online success you deserve.
Experience the transformative power of our SEO optimization services. Boost your rankings, drive targeted traffic, and elevate your industrial company to new heights. Get in touch with us now and start dominating your industry online.
What Is Industrial Marketing?
Consider the abundance of specification sheets, research findings, data compilations, and product catalogs that lie dormant on your desk or languish within drawers. These dormant resources possess the latent potential to be transformed into invaluable marketing content, serving as propellants for the advancement of your business. The key lies in optimizing these materials through proper structuring and organization.
Allow us to present a step-by-step guide that unveils the process of harnessing the untapped potential of your existing resources and converting them into integral components of an effective industrial marketing strategy.
First and foremost, let us establish a foundational understanding of industrial marketing and identify its beneficiaries. At its core, industrial marketing, also known as business-to-business (B2B) marketing, facilitates the promotion and exchange of goods and services between businesses. It revolves around the realm of advertising and communication among buyers, suppliers, and original equipment manufacturers (OEMs). Diverging significantly from business-to-consumer (B2C) marketing, which predominantly focuses on selling products directly to consumers, industrial marketing encompasses its own distinctive characteristics.
One of the key differentiators that set industrial marketing apart is the average duration of sales cycles. Typically, industrial marketing and sales entail substantial orders, fostering enduring relationships between buyers and suppliers that often span months or even years. However, establishing a robust digital presence can undeniably amplify your marketing endeavors, expediting the process and positioning your business on the coveted shortlists of potential clients.
Whether you choose to engage the services of professional marketing agencies or opt to personally initiate contact with prospective buyers, now is the opportune moment to embark on your industrial marketing journey. The time for action has arrived.
Steps To Build An Industrial Marketing Strategy
Step 1: Analyze Your Current Growth Strategy
The initial step involves conducting a comprehensive audit of all your existing marketing materials. This entails examining an array of resources, ranging from traditional paper pamphlets and hand-drawn materials to the digital pages of your current website. Over the years, your interactions with customers have generated a wealth of valuable content, including informative charts, insightful graphs, and interactive calculators.
Direct your attention towards scrutinizing this accumulated body of work and assess the questions it addresses. Ideally, you should seek inspiration from these materials to create new content or expand upon existing ones, ultimately fostering buyer attraction and conversion. This research phase serves as the bedrock for constructing a successful marketing campaign.
Furthermore, we strongly advise delving into an analysis of your competitors’ strategies. By exploring their endeavors, you can glean valuable insights on how to refine and enhance your own marketing approaches, ensuring a superior positioning in the marketplace.
Step 2: Decide Who You Are Marketing To
One crucial aspect of effective marketing is tailoring your content to specific target audiences or personas. These personas are fictional representations of your ideal customers, meticulously crafted through thorough research. They can vary based on industry, job function, and personality traits. Developing content with these personas in mind yields higher conversion rates and generates more valuable leads. Recognize that different content types resonate with different individuals, making it essential to target specific audiences.
To gain deeper insights into your prospective customers, consider your existing top customers. Examine the job functions of the decision-makers within their organizations and delve into their stereotypical personalities. While understanding their business objectives, obstacles, weaknesses, and strengths forms the foundational knowledge about your personas, tapping into their broader personality aspects allows you to engage them on a more personal and captivating level through your marketing content. By doing so, you gain a competitive edge in the game.
For instance, research indicates that 89% of consumers make purchases after watching a video. Suppose you operate as an original equipment manufacturer (OEM) seeking to capture the attention of design engineers or procurement managers and secure a position on the approved vendor list. In that case, it becomes crucial to develop videos that comprehensively explain the functionalities and designs of your intricate components while highlighting how they fulfill the end needs of engineers.
By aligning your content with the specific preferences and requirements of your target personas, you enhance the effectiveness of your marketing endeavors and establish stronger connections with your audience.
Step 3: Collaborate Your Industrial Marketing With Sales
Even after putting in substantial effort to generate leads, your job still needs to be completed. The ultimate objective is for your sales team to successfully close those leads. In order to achieve this, it is crucial to gather feedback on the leads and gain insights into how they progress through the sales funnel. This information is invaluable for refining your strategies and optimizing the conversion process.
Effective communication between your teams is paramount. Regular and clear communication is essential to ensure that everyone is aligned and informed about the new online strategies in place. If you are working with a marketing agency, it is imperative that they keep you well-informed about your goals and the improvements being made. Equally important is sharing the efforts and insights from the marketing team with your sales teams. A study conducted by Forrester revealed that 43% of CEOs attributed lost sales to misalignment between teams.
Maintaining organization and fostering collaboration are key elements in achieving success. Utilizing spreadsheets can be an initial step towards organizing your efforts and may suffice for smaller-scale, basic project management. However, consider employing more advanced tools and systems as your business grows and the complexity of your projects increases.
By establishing clear lines of communication, promoting collaboration, and maintaining organizational structure, you can enhance the synergy between your marketing and sales teams, leading to improved outcomes and increased sales effectiveness.
Step 4. Invest In Industrial Marketing Technology
The most triumphant B2B companies, manufacturers, and industrial enterprises recognize the significance of leveraging diverse digital marketing tools and technologies to attain a comprehensive understanding of their marketing endeavors. As a fundamental requirement, it is crucial to invest in an updated and modern website. Without the foundation of a lead-generating website, the efficacy of your industrial marketing initiatives may be compromised. The reason for this lies in the fact that over 70% of present-day B2B buyers are millennials, and they rely heavily on your website as a determining factor in deciding whether to submit Requests for Information (RFIs).
An updated and modern website serves as a vital component of your marketing strategy, providing an impactful platform to showcase your products, services, and value proposition. It not only establishes a professional online presence but also serves as a valuable resource for potential buyers to gather information, assess your credibility, and make informed decisions. A well-designed and user-friendly website creates a positive impression, instills trust, and plays a pivotal role in influencing the actions of prospective customers.
Moreover, by incorporating lead generation mechanisms into your website, such as contact forms, call-to-action buttons, and compelling content offers, you can capture valuable leads and nurture them through the sales funnel. This allows you to establish meaningful connections with your target audience, understand their needs, and provide them with the necessary information to make informed purchasing decisions.
In essence, an updated and lead-generating website acts as a crucial linchpin in your industrial marketing strategy. It caters to the preferences of millennial B2B buyers and empowers you to effectively engage with them, ultimately driving business growth and success.
Step 5: Set Up Reporting & Establish Metrics & Goals
Data plays a pivotal role in marketing and enhancing overall business performance. Without the ability to track and demonstrate return on investment (ROI), your marketing efforts may lack direction and effectiveness. Therefore, it is crucial to document your marketing endeavors and establish reporting mechanisms early on to gain a comprehensive view of your campaign metrics. This practice proves invaluable when analyzing year-over-year performance and evaluating the success of your marketing initiatives.
In addition to documenting efforts, it is essential to set clear and specific goals. We refer to these as SMART goals, as they are specific, measurable, relevant, and time-bound. Rather than a vague goal like “increase leads,” it is more effective to establish a goal such as “To increase leads by 20% by the end of Q2.
To track the success of your industrial marketing efforts, it is essential to monitor specific metrics. Here are some key metrics to consider:
- Website Traffic: Track the sources of your website traffic to identify the most qualified audience. Understanding whether traffic comes from organic search, paid campaigns, or other sources helps optimize your marketing strategy.
- Landing Conversion Rates: Assess the performance of landing pages, which typically feature forms to capture user information. By monitoring the number of visitors and conversion rates, you can gauge the effectiveness of your landing pages in generating leads.
- Cost Per Lead: This metric is particularly important for paid marketing campaigns. It measures the cost incurred in generating each lead. Ideally, you want to generate high-quality leads at a low cost.
Efficient content planning and organization are essential aspects of industrial marketing. Microsoft Office provides excellent tools for this purpose, but if you don’t have access to it, Google Workspace offers free editing tools and technology features to help you organize your industrial marketing planning.
As your business grows, managing leads becomes more manageable with the use of a Customer Relationship Management (CRM) tool. A CRM allows you to organize your contact list, evaluate prospects through scoring systems, send tracked emails, and prioritize the most qualified leads.
For tracking website activity, Google Analytics and Thomas WebTrax are valuable platforms. They complement each other in providing comprehensive insights. Thomas WebTrax specifically identifies buyers who engage with your company online, allowing you to track them throughout their buying journey. Google Analytics monitors visitor metrics, bounce rates, and page performance to optimize your website and replenish your sales pipeline with leads.
By leveraging these tools and metrics, you can make informed decisions, optimize your marketing strategies, and drive successful lead-generation efforts in the industrial sector.
Step 6: Align Your Marketing Strategy To The Growth Needs Of Your Company
Many industrial marketers make the mistake of considering their website as a static entity, only focusing on its design and neglecting its potential for driving various business operations. However, with proper optimization, your website can become a crucial component that improves not only marketing and sales but also customer service, engineering, and accounting functions.
A high-quality website can enhance customer service by providing valuable information, resources, and support to your customers. It can serve as a platform for engineers to access technical specifications, CAD files, and other relevant data, facilitating their work. Additionally, your website can streamline accounting processes by incorporating e-commerce capabilities.
Updating your website is essential to ensure it remains relevant and visible in search engine results. By implementing search engine optimization (SEO) techniques and regularly refreshing your content, you increase the chances of your website ranking higher in search results, driving more organic traffic.
If you’re redesigning your website, it’s helpful to explore examples of well-designed websites to gain inspiration and insights into how to position your website as an effective selling machine. Focus on presenting your pages in a simple and clean manner, incorporating clear call-to-action (CTA) buttons that direct visitors to your offers such as eBooks, charts, and white papers, and encourage them to fill out forms.
For original equipment manufacturers (OEMs) and distributors, establishing robust e-commerce capabilities on your website can greatly enhance the product experience for your customers. Ensure that your website is equipped with the necessary functionality to track orders and seamlessly integrate with your office accounting systems. By automating the purchase order process and minimizing manual entry, you reduce the risk of human error and ensure accurate record-keeping.
By leveraging your website as a multifunctional tool and incorporating e-commerce capabilities, you can enhance various aspects of your business operations, improve efficiency, and provide a seamless experience for your customers.
Step 7: Get More Traffic To Your Website
To maximize the visibility of your content and attract more prospects, digital marketing encompasses various tactics that work together to generate valuable leads. These tactics include pay-per-click (PPC) advertising, search engine optimization (SEO), content marketing, blogging, social media marketing, and email marketing.
While each channel requires individual consideration and content development, there are some best practices you can employ to kickstart your campaign and capture visitor information effectively.
Online Company Profile Pages:
Having a strong online presence is crucial for attracting potential buyers. One key platform is Google My Business, which allows you to create a Business Profile. Ensure that your profile is up to date and includes all relevant company information. This increases your chances of being found by local buyers, and a high customer rating can further enhance your credibility and likelihood of being contacted. Make sure to include comprehensive details such as your full product catalog, certifications, and information about any supplier diversity programs you participate in.
By optimizing your online company profile pages, you increase your chances of getting discovered by potential customers and provide them with the necessary information to contact you or leave reviews.
Remember, digital marketing is an ongoing process that requires regular monitoring, analysis, and adjustments to optimize your campaigns and generate valuable leads.
Utilizing paid advertising, such as pay-per-click (PPC), can be an effective strategy if you have the budget to support it. PPC allows you to place targeted advertisements when users search for specific keywords or show interest in related topics. By leveraging PPC, you can reach specific audiences based on their interests and intent, which can lead to high-quality traffic and potential leads for your website.
In addition to PPC, search engine optimization (SEO) is another crucial aspect of digital marketing. SEO focuses on optimizing your website to rank higher in organic search results. By following SEO best practices, you can improve your website’s visibility and attract relevant organic traffic. This involves optimizing your website’s content, meta tags, and URLs, and improving the overall user experience. The goal is to make your website more search engine-friendly, which can result in increased organic visibility and higher chances of attracting qualified leads.
When implementing SEO, it’s essential to research and targets relevant keywords related to your industry, products, or services. By incorporating these keywords strategically into your website’s content and optimizing other SEO elements, you can improve your website’s search engine rankings and drive more organic traffic.
PPC and SEO are both valuable strategies in digital marketing and combining them can maximize your online visibility and attract high-quality leads to your website. It’s important to develop a comprehensive digital marketing plan that includes a mix of paid advertising and SEO techniques to achieve the best results. Regular monitoring, analysis, and optimization of your campaigns will help you continuously improve your marketing efforts and generate valuable leads for your business.
Benefits of Combining SEO & PPC Ads
Integrating strong SEO practices and targeted PPC ads can significantly benefit your law firm’s marketing strategy. By leveraging both approaches, you can enhance your online visibility, gain valuable keyword insights, optimize your messaging and copy, manage your reputation, and strengthen your overall brand presence. Here are some specific benefits of this integrated approach:
- Greater SERP Command: Combining PPC ads and SEO efforts allows you to occupy multiple positions on the search engine results page (SERP). With a PPC ad at the top, a presence in the local pack, and organic rankings, you increase your visibility and chances of connecting with potential clients.
- Keyword Insights & Integration: Running PPC ads and monitoring SEO performance provides you with a broader dataset for analyzing keywords. This data helps you identify high-performing keywords, improve conversion rates, and uncover areas for optimization and growth.
- Messaging & Copy Optimization: By analyzing the performance of your PPC campaigns, you can quickly assess the effectiveness of headlines, keywords, and copy. This insight can inform your SEO strategy and optimize your website content, leading to more effective messaging overall.
- Reputation Management Benefits: PPC ads allow you to control the message potential clients see when searching for your law firm. By leveraging PPC, you can actively manage your online reputation and shape the narrative surrounding your firm.
- Branding Benefits: An integrated approach to SEO and PPC enables you to maintain a strong and consistent brand presence. SEO focuses on long-term brand optimization, while PPC campaigns can be used for short-term branding initiatives, such as sharing recent news or updates about your firm.
By combining SEO and PPC, you can maximize the impact of your online marketing efforts, reach a wider audience, and attract high-value leads for your law firm.
Social media marketing
Social media marketing is a powerful tool for engaging with potential customers and building a community. Platforms like Twitter and LinkedIn provide opportunities to connect with prospects, participate in industry discussions, and establish a human connections. By leveraging tweets, and hashtags, and participating in relevant discussion forums, you can increase brand visibility and foster relationships with your target audience.
Blogging is another effective strategy for generating leads and improving search engine optimization (SEO). By regularly publishing blog posts that include prominent calls-to-action (CTAs) and hyperlinks to landing pages, you can drive traffic to your website and increase lead volume. Your existing marketing materials, such as brochures and portfolios, can serve as inspiration for blog topics. By updating older blog content and creating new long-form content, you can enhance your SEO efforts and improve your chances of ranking higher in search engine results pages (SERPs).
Email marketing is a valuable tool for nurturing leads and staying connected with prospects. Sending valuable offers, such as discounts and educational content, via email can help generate new leads and encourage recipients to share the content with their colleagues. Building and maintaining a strong contact list is important for effective email marketing. If your contact list lacks the desired audience, you can consider utilizing industrial newsletter advertising options. Newsletter advertising allows you to promote your content in someone else’s newsletter, reaching a targeted audience and driving traffic to your website.
By incorporating social media marketing, blogging, and email marketing into your digital marketing strategy, you can expand your reach, engage with potential customers, and generate valuable leads. It’s essential to create compelling content, tailor your messaging to the target audience, and regularly analyze and optimize your campaigns to maximize their effectiveness.
Supplement Your Traditional Methods Of Growth With Industrial Marketing
Embracing digital industrial marketing is crucial for staying competitive and ensuring long-term growth for your business. It’s not just about optimizing efficiencies in your manufacturing processes, but also about leveraging digital strategies to enhance your marketing and sales efforts. A strong digital marketing plan not only helps you attract more buyers and generate leads but also demonstrates your business’s modernity and appeal to investors and potential talent.
To further understand how you can supplement your traditional sales tactics with digital strategies, you can request a free digital health check. This health check will provide you with valuable insights and details on how you can effectively promote your industrial business, products, and services online, reaching a wider audience of potential buyers. By taking advantage of this opportunity, you can gain a deeper understanding of the specific steps you can take to improve your digital marketing efforts and drive business growth.
Remember, the digital landscape constantly evolves, and staying ahead of the curve is essential. By embracing digital industrial marketing and continually adapting your strategies, you can position your business for success in the digital era.