Archive for the Search Category
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The Impact Of Marketing Content Types On Industrial & ManufacturingTechnology Buying Cycles

Specific media serve specific needs at various stages of the capital equipment and industrial technology buying cycles.

In 2009, Google commissioned a survey with the company TechTarget to measure the behaviors around IT technology purchases, and how content types served those prospects throughout the buying cycle.  A compelling feature of this study is that Google used actual keywords and phrases that prospects searched for, as well as the content types they selected.

In short, this is no survey – actual behaviors, keywords searched upon and content types selected were OBSERVED. Real-time, and without the fog of interpretation, memory or recall.

While there are differences between IT and industrial technology buying cycles, there were compelling and surprising conclusions drawn from this study, and industrial marketers should consider these findings to maximize the effectiveness of their marketing strategies.

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Online Marketing For Manufacturers Step 3: Work The Channels

OK, you have a Web site. You’ve stocked it with content to attract the types of critters in the right conditions for you to help them.

But now what?

Just having a Web presence isn’t enough, anymore than loading bar stock into an LNS and going fishing will give you quality parts. Now that your base and content are in place, the final basic step to maximize your investment – by getting new prospects & customers – is identifying and working the online channels to feed the right traffic to your site.

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Tough Love For Manufacturers

Ennect is a company that provides marketing tools and services for small- and medium-sized manufacturers (SMMs). The bloggist there is named Carol.

Carol has worked with manufacturing businesses for years. It’s obvious – at least to me – because you  can’t fake her voice and experience.

Carol has posted a a great piece that is certainly direct, but reflects those experiences and gives SMMs a message they need to hear:

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Why 90-9-1 Should Matter To Manufacturers

I’m a big fan of Jakob Nielsen. He’s a Web usability cat with his head screwed on straight. Why? Because he focuses on what’s important on the Web, especially for manufacturing – that is, what a site says and does for a business, not what it looks like like or SEO as an end-game. Much of what Jakob has discovered and brought to the fore as a first-tier Web advocate is perfectly applicable to manufacturers and their Web initiatives, and the 90-9-1 rule is no exception.

The 90-9-1 rule is about “participation inequality” on the Web, particularly as it applies to its social qualities (forums, comments and other facets that depend on community contributions). Jakob observed through data and observation that online, 90% of visitors to sites are “lurkers” (viewers and researchers that never contribute), 9% are “viewers” that may contribute a little every now and then, and 1% are serial participants that contribute the lion’s share of content. (graphic hat-tip: www.useit.com)

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Small Manufacturers: Your Web Site Takes Work, But Not That Much

If you’re a small to medium sized manufacturer, don’t have a Web site of your own, and you want to grow your business, then you have a problem. It’s 2009, and if you still need convincing that the Web is where the people you want to talk to are going to find businesses like yours, then just move along. Nothing to see here, I’m afraid.

But if you do have a site and you want to get more out of it – or if it seems like it’s doing little or no good – then you should seriously consider trying these suggestions to beef up your exposure and get what you deserve from it.

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