SEO Basics All Marketers Should Know


Every company wants to rank high on search engines. Appearing on the first page of search results for important keywords is an effective way to drive motivated traffic to your website and attract quality leads.

Search Engine Optimization (SEO) is the process of improving your rankings on organic search results for a specific set of keywords. However, “organic” doesn’t mean free. Like any marketing initiative, SEO requires budget, resources and expertise. Still, there are some basic SEO tactics that almost every industrial company should deploy to help improve their rankings. Let’s look at each one of these in turn and how they can help improve your SEO rankings.

1.      Identify targeted keywords.

Before you can perform any search engine optimization, you need to know which set of keywords you want to target for improved search results rankings.

To identify the most relevant keywords:

  • Evaluate your existing content for the words you use to talk about your products and services.
  • Ask salespeople or customers to describe your products or services.
  • Analyze your competitors’ content for keywords.
  • Use one or more of the many available keyword discovery and analysis tools to identify those words most relevant to your offerings.

You may not be able to rank well for the most popular keywords in your sector. Instead, focus on more specific keywords that may not have as much search volume but are more targeted to your offerings.

Once you have identified your keywords, you can use them to write content, optimize web pages and build links.

2.      Write great content for your audience

Fresh content – new and updated web pages, articles and blog posts – is the foundation of a successful SEO strategy. Search engines use software programs called spiders that roam the web and index content. Fresh content is considered more relevant than old content.

Use keywords in your content, but don’t stuff pages with keywords. Write for your target audience, not for search engines. Users will quickly spot content that overuses keywords and is designed for search engines rather than user needs. Such content is annoying and typically doesn’t read well, and users that come across these overstuffed web pages through search are likely to go elsewhere.

Instead, produce and post a continual flow of fresh content for your users: how to solve problems, how things work, etc. Your audience will appreciate it, increasing your chances of improved search results.

3.      Optimize web pages for search engines

If stuffing keywords onto web pages isn’t the right approach, then how do you optimize web pages for search engines? The process is called “on-page” optimization. There are a number of tactics you can use:

  • Use the title and description tags as places for keywords. If you are responsible for your website, you can do this yourself. If an IT or web development department manages your website, you will need to collaborate with them. The title and description appear in the search engine results for users to read. This is also a good place to mention your brand name.
  • Make the URL simple and include keywords. Separate words by dashes. If possible, avoid URLS that have long strings of search parameters.
  • Use alt-tags on images and video. The alt-tag is a brief text description that search engines will pick up. It also provides context for users who block images.
  • For video or audio content, you can include text transcription, which will give more detailed content for search engines to pick up.

4.      Build reputable links

Within your site, linking is relatively straightforward. Use keyword-based text links within your content to link to related pages within your site. Search engines rank pages that are connected to other pages higher than those that are isolated.

Getting external links back to your web site is called “off-page” optimization. The theory is that if you have relevant and reputable websites linking back to your site, your pages increase in importance and can rise in rankings. For example, IEEE GlobalSpec clients can link back to their websites from their listings on, a well-respected and popular site in the industrial sector. Additionally, seek out links from partners. Try to publish content such as articles or blog posts on other industry sites that will link back to pages on your website. Comment on industry blogs and be active on industry forums where you can link back to your website.

Next Steps

These are the four broad categories of SEO you need to familiarize yourself with to improve your search rankings. If you perform the basics, you should see improvement in your organic search engine results for your targeted keywords. If you want to take the next step, you will probably need to enlist the help of an expert well-versed in SEO practices.

There are many firms and consultants offering SEO services. Be sure to ask the agency how they approach SEO to make sure they only use reputable tactics, and try to work with a firm that has experience and satisfied customers in your industry.



Marketing, General SEO

Two Types of Content that Must Be in Your Marketing Mix

Content marketing is an essential strategy now that buyers do so much of their research online before contacting a supplier. Industrial marketers know that technical professionals crave a constant flow of useful content that helps them do their jobs better. But not everyone knows this content should fit into one of two categories: informational content or decision-making content.

content marketing800

You need both types of content in order to match up to the different stages of your customers’ buy cycle. Early in the buy cycle, when customers are becoming aware of their needs and researching how to meet them, informational content plays a big role.

Informational content is more educational in nature. This type of content might enlighten your audience on a problem it faces, such as an article on “Five Ways to Avoid Pressure Sensor Failure.” Another might be a webinar titled “Evaporation Methods Used in Industrial Coatings.” These types of content are focused on providing your audience with information that will help clarify their needs or point them toward further research in finding an appropriate solution.

Informational content would also include general information about a type of product or industrial process: “Breakthroughs in Diode Laser Technology” or “How Motion Sensors Work.” Background information on your company, product lines or services would also come under the realm of informational content.

Your goal in producing informational content is to help answer the initial questions your customers might have in the early stages of their buy cycle and to get them on the path to purchasing:

  • How does X work?
  • What types of products should I consider to do Y?
  • What are the common approaches to solving problem Z?
  • Which companies offer . . . ?

Informational content sets the stage for your potential buyers. It helps build awareness and affinity for your company and products. It puts you in the position of being an expert. It delivers insight and value to your audience, without putting pressure on them to buy before they are ready.

Decision-making content is designed for the later buy cycle stages, when customers have narrowed down their choices to several possibilities and are close to making a buying decision. With decision-making content, your goal is to answer your customers’ final questions and put you in position to win the business.

  • Does this product have all the features I need?
  • Will it do everything I need it to do?
  • How much does it cost? What will be my return on investment?
  • Why should I buy this product and not that product?
  • Why should I choose this company and not that company?
  • What kind of customer support will I get? What warranties?

At this point, buyer’s guides that walk customers through the factors to consider when making a purchase are useful content. As are specification sheets, competitive differentiators, product comparisons, ROI calculators, warranties and customer service policies.

A catalog that buyers search by specification can offer you an advantage by helping customers quickly find exact products that meet their needs. A responsive web page that details important product features would be directed to an audience in the late stage of the buy cycle. Any potential customer close to making a purchase decision is sure to be spending time on your company website looking for that “X” factor that will sway them one way or the other.

Technical professionals tend to use a variety of digital resources during their buy cycle journey. Supplier websites and online catalogs are used during all phases. Online events, e-newsletters and webinars tend to attract technical professionals earlier in the buy cycle when education and awareness are critical. Choose the channels that work best for you and develop both informational and decision-making content to increase your opportunities to connect with potential customers at all stages of their buy cycle.

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Six Ways to Make Your Content Stand Out in a Crowd

Content marketing isn’t just a hot topic, it’s a must-have strategy in the industrial sector. A whopping 93 percent of B-to-B marketers now use content marketing, and 73 percent are producing more content than they did a year ago, according to recent industry reports. With all of that content being produced and distributed, how do you make your content stand out in the crowd and resonate with your target audience? Here are six tips to help you:


1. Understand what your audience wants. Every marketing initiative must start with having a thorough understanding of your audience. Content marketing is no different. If you don’t tailor your content to a specific audience, your efforts will be ignored or quickly forgotten, your valuable resources wasted. So step one is to analyze your audience needs. Are you trying to reach executives? Then produce content that talks about their business concerns such as return on investment. If your primary audience is technical professionals, you’ll want to develop content that educates them on ways to solve the engineering and technical problems they face in their work.

2. Tap into industry trends—uniquely. If there’s hot news breaking in your industry, jump right on it. You can write a quick blog post, initiate a social media discussion, or distribute a press release that offers your company’s point of view on what’s happening and what it means to your customers. You’ll gain the advantage of your content being timely and demonstrate that your company is tuned into the market. But remember, you need to offer a unique perspective. Otherwise you’ll just end up saying what everyone else is saying and your content won’t stand out. Take a stand, be unique, and foster your own voice to attract an audience for your content.

3. Distribute content on channels your audience prefers. Two effective channels for distributing content are e-newsletters and online events. According to IHS GlobalSpec’s “Digital Media Usage in the Industrial Sector” research report, technical professionals subscribe to an average of 5.8 digital publications versus only 1.8 printed publications. In addition, nearly two-thirds of technical professionals said they attended at least one webinar or online event last year. Twenty-six percent said they went to four or more.

Also consider social media as a distribution strategy. Reading work-related content is the most common activity for technical professionals on social media. The most popular social media platform among this audience is LinkedIn, with 74 percent having an account. Distributing your content through your company’s LinkedIn page or through a LinkedIn Group that you host is a good way to connect with your customers and prospects.

4. Use multiple content formats. Produce content in the formats that match your audience’s preferences. Some want to read white papers and articles, others prefer to watch videos, and others want pictures and diagrams. Visual formats such as infographics can grab attention and are gaining in popularity. Most successful content marketers re-purpose content from one format to another. This not only helps you match up to your audience preferences, but saves time and allows you to maintain a consistent voice and message.

5. Make content easy to share. Be sure to include ‘share’ buttons on website articles and blog posts—and don’t be afraid to ask your audience to share. It’s easy to add a sign off that says something like “Did you like this article? Share it with others.” Also, format content so that it can be easily viewed on mobile devices such as smartphones and tablets, which are increasing in usage among technical professionals.

6. Visually brand all content. A visual identifier, graphic, and consistent look and feel can help your content stand out in the crowd. This goes beyond simply adding your company logo to content. It involves coming up with a distinctive identity that threads through all of the content you produce. It could be using the same colors and fonts, or using images that have unique shapes or styles, or any other graphic approach that stamps that content as belonging to your company. You want anyone who sees your content to be able to say: “That’s from Company X.”

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Marketing Chart: How Will the Emphasis of Your Marketing Team Change Over the Next Five Years?

For the 2013 Trends in Industrial Marketing research report, industrial marketers were asked to look ahead and tell how the emphasis of their marketing teams will change over the next five years.

The biggest shift will be a stronger focus on the customer followed by content creation and distribution, brand awareness and digital marketing initiatives.

emphasis change chart sm
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Content Fuels the Buy Cycle for Engineers

Specification sheets and technical drawings are still very much alive as marketing tools in the industrial sector, but they’re no longer the only content marketers must produce, or even the most important content.

Product specifications and data sheets support the later stages of the industrial buy cycle, when engineers are ready to make their final purchase decisions. Examining spec sheets is like buyers dotting the i’s and crossing the t’s to make sure a product they’re considering is the best fit for their needs. In the earlier stages of the buy cycle—needs analysis, research, consideration, evaluation—engineers require a different type of content. They’re looking for best practices, tips, new technologies, and industry trends.

Marketers are investing in content creation
According to the article “Content sparks buying cycle: Marketing to engineers now focuses on digital channels, communities,” which recently appeared in BtoB Magazine, vertical industry marketers are now focusing on new types of content, including thought leadership, community engagement, how-to videos and more. While marketers may already have some of this content available on their websites, they also may need to invest in creating new content and using more channels to distribute it.

Many industrial marketers are already focused on content creation. Results from the IHS GlobalSpec survey Trends in Industrial Marketing 2013 show that 51 percent of industrial marketers are spending more on content creation this year than they did last year. Content-focused videos (58 percent) and webinars (49 percent) are seeing increases as well. In addition, creating and distributing content will play a major role in marketing plans over the next five years, placing second in importance only to focusing on customers.

Creating content is not a simple matter. You need writing, design and production resources, but you also must understand engineers and their buy cycle, and then create content that matches their needs. Engineers don’t like to be marketed to and they don’t like sales pitches. What they want is useful information that is relevant to their jobs and the problems they are trying to solve.

Useful information might be why one technology is superior to another, or why one approach to solving a problem is faster and better than others. But what engineers want are facts and expertise, not hype. The company that produces this type of solid, relevant content will elevate its brand and attract more potential buyers.

Digital is the way to distribute content
Engineers are extremely busy today. They no longer have time for browsing print magazines. Few of them can take time away from the office to attend tradeshows and walk the aisles. Instead, when they have a need for information they immediately go online to find it.

Marketers who distribute their content across multiple digital channels are creating the best opportunities to connect with engineers and other technical professionals. Digital channels such as exhibiting at online industry events and advertising in e-newsletters that are product or technology specific allow marketers to get highly-focused content into the hands of their target audience. Interpower, a manufacturer of power system components, uses this strategy and exhibits regularly at online events. Not only can they connect with their audience, but product specialists and technical experts in the company who might not be available to travel to an in-person event can often be available to answer customer questions online. Read: “How Interpower builds its pipeline through virtual events.”

Tradeshows continue to be a popular traditional channel to distribute content, while websites, online directories, e-mail marketing, and Internet banner advertising are experiencing growth on the digital side. Social media is a good fit for content delivery as well—65 percent of industrial marketers who use social media channels use them to distribute content. Many companies are also building online communities for customers to engage in discussions and answer questions.

We all keep hearing that content is king because it does rule. Make sure you have plans in 2014 to create and distribute good content that will help your customers navigate their buy cycle.

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3 Tips for Industrial Marketers to Handle Rapid Change

The rate of change is fast and furious in marketing these days, making for both exciting and challenging times for industrial marketing professionals. Engineers and technical professionals use more resources than ever before to find information, products, services and suppliers—from general search engines and suppliers websites to online catalogs, directories, events, social media and more. Which means as an industrial marketer you must be able to evaluate and manage the effectiveness of these new channels. And it seems that more new marketing channels are popping up all the time.

Today’s marketers also need a broader skillset. They must be both strategists and tacticians. They need to integrate and manage multi-channel marketing campaigns. They need to be analysts to evaluate opportunities, interpret reports and calculate marketing ROI. They need technology skills to understand how to use mobile and social and to assess new tools such as marketing automation.

On top of this, marketers may be asked to manage this rapid change without an increase in budget or resources.

It’s a lot to handle. A recent survey conducted by Forrester and the Business Marketing Association found that 34 percent of marketers feel overwhelmed by the change occurring in B2B marketing and 21 percent feel the skills they were hired for are now obsolete.

You’re not alone if you’re feeling these pressures as a marketer. And the good news is you can do something to alleviate the pressure and better handle the rapid pace of change. Here are three ideas to help you:

Collaborate with other internal teams and external experts.
There’s no reason for marketers to work on an island and do everything alone. Think about teaming up with people from IT to help streamline reporting or more efficiently manage your lead nurturing and scoring processes. Customer support reps are close to the customer and can provide useful feedback about your marketing efforts, strengths and weaknesses of products, and overall impressions of your brand. You can save a lot of time and effort if you work closely with the sales team to make sure everyone is on the same page in terms of roles and responsibilities for managing leads through the sales cycle.

External help is available too. Work with media partners to develop more integrated, multi-channel programs whose whole is greater than the sum of its parts in terms of reach, visibility and generating engagement opportunities. Also, seek out research and information to help guide your marketing decisions. IHS GlobalSpec publishes a helpful library of industry research and reports specifically designed to keep industrial marketers up-to-date on industry trends in the manufacturing sector.

Rethink your marketing strategy and reevaluate priorities.
Rapidly changing times require you to take a step back and assess your marketing situation. You may have new responsibilities and expectations now. For example, according to the IHS GlobalSpec report, “2013 Trends in Industrial Marketing,” measuring ROI is the biggest challenge industrial marketers face today. Ease this challenge by devoting marketing resources to programs where it’s easier to measure investment vs. return. Digital channels—which are most frequently used by your target audience—offer almost instant metrics in terms of impressions, clicks and conversions. Media partners should offer convenient and robust campaign reporting.

Marketers also say that customer acquisition is their primary marketing goal and that customer acquisition, customer retention and customer satisfaction are important measures of marketing success. Plan marketing strategies that focus on your customers.

Create efficiencies through technology.
Technology can help reduce many labor intensive processes in marketing, and as more technology tools and platforms become available to support marketing, IT and marketing departments are working closer together. Thirty-six percent of industrial companies now use a marketing automation tool, which can vastly increase efficiency in managing, integrating and tracking marketing campaigns. There are many affordable, cloud-based offerings available that don’t drain internal IT resources, but that your IT team can help you evaluate to make the right implementation decision. There are also tools that let you monitor social media networks for mentions of your company, brand and products. You should also consider a content management system (CMS) to manage your website. Again, there are many good choices on the market that your IT department can help you evaluate.

Change is inevitable, in marketing and all other aspects of work and life. Sometimes the change happens fast. Collaborate with others, evaluate your priorities, and use technology to help you keep pace and come out ahead.
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Ten Practical Ideas for Content Marketing

Many industrial marketers today use content marketing to connect with their audience, increase visibility, and generate engagement opportunities. Robert Russotti, senior director of online marketing for the American National Standards Institute (ANSI), recently presented ten ideas at the Industrial Marketing Digital Summit that you can incorporate into your content marketing efforts.

Whether you’re an experienced content marketer or just getting started, you will find Russotti has a practical perspective on content marketing that will help you take the next step. If these concepts are new to you, Russotti recommends that in order to find the time and resources for content marketing, approach it first as an experiment— see how it goes and find out what happens. As you begin to see results, Russotti thinks you’ll also manage to find more time to devote to content marketing.

  1. Multiply exposure. Russotti uses Disney as an example for the way the company has maximized the exposure of Disney characters through film, theme parks, merchandising, print, online and other outlets. You should think the same way in terms of your content assets. In how many ways can you use your content to multiply exposure?
  2. Take stock of your content. You probably have access to a lot more content than you realize. White papers, industry stats, people on the move, customer testimonials, product information, newsfeeds, events, training, FAQs, how-to videos and even job postings. Take stock of all the content that your audience could be interested in and make an effort to multiply its exposure.
  3. Be clever. Combine practical and creative thinking to enhance your content marketing efforts. For example, Stihl, a maker of outdoor power tools, has a YouTube video on how to fell a tree. The automobile brand Camaro produces community generated content and photos through car owners. NASA created a Twitter account for the Curiosity Rover, tweeting when it arrived on Mars. ANSI records events and seminars and posts them to the ANSI YouTube channel, which Russotti says delivers videos faster than the company’s own servers and allows users to subscribe to the ANSI channel and be notified when new videos are posted. What clever or creative ways can you come up with to produce and distribute content for your company?
  4. Use common sense. Applying common sense can help you make intelligent content marketing choices. For example, would you rather email one colleague about an interesting news item you came across or post it where an entire community can benefit? Would you rather write a free blog post or pay for a press release. Is it better to bring people to your website every day or find the same people and more on social networks where they already are?
  5. Make use of social media. Social media is one of the best ways to market your content, as well as to access and distribute relevant content produced by others. You can write your own posts, blogs, and tweets. You can also link from your social accounts to interesting articles, follow other industry leaders on Facebook, re-tweet, and participate in conversations in your community.
  6. Get your share. By this Russotti means don’t miss out on relevant traffic. He suggests discovering the search terms that bring traffic to your competitors, and then generating content around those terms to help you get your share of traffic.
  7. Claim authorship. If you have a Google+ account and a blog, link them together. Your picture can appear in search results, which lends visibility and credibility and therefore more clicks. This tactic can help you build an individual’s thought leadership credentials.
  8. Defend what is yours. You likely have a specific set of keywords that are relevant to your business. Use Google to find out what sites rank well for those keywords and then look for related searches at the bottom of search engine results pages. To defend your turf, develop content around these terms and distribute it through your content marketing efforts.
  9. Analyze the impact. There are a wealth of metrics and statistics available to track your content marketing efforts. Choose the ones that are most relevant for you: visitors, page views, length of visit, search rank, inbound links, follows, re-tweets or others. ANSI also makes use of IHS GlobalSpec’s statistics that display the traffic generated from GlobalSpec, top service and product categories, industries that view ANSI content, click-throughs on advertising campaigns and more.
  10. Share results. Content marketing is a team effort and you should share your results and progress with others, including web developers, marketing colleagues, sales, customer service reps, executives, suppliers, ad reps and others who have a stake and interest in your content marketing efforts.

Russotti’s entire presentation from the Industrial Marketing Digital Summit is now available for viewing on demand.

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What has worked for you in your content marketing efforts? What tips and ideas would you pass along to your peers in industrial marketing? Share your thoughts in the comments section below.

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Your 2013 Marketing Budget: Five Ideas for Making the Tough Decisions

You’re probably putting together your 2013 marketing budget about now — at least we hope so. If not, get going. Given the unsettled economic climate in the industrial sector, there’s probably not enough in that budget pie to feed all your hungry marketing ideas. Which means you may need to make some tough decisions about your budget. Here are five ways to make those decisions a little easier.

First: Know your marketing goals. This is almost a no-brainer, but it never hurts to be reminded that you should have a firm grasp on your marketing goals for 2013. Whether your company is launching new products, entering new markets, developing a thought leadership position, raising the visibility of your brand, or focusing on engagement opportunities for your sales team, make sure everyone, from leadership to the marketing associate, knows your marketing goals. Everything that follows depends on it.

Second: Prioritize. How would you answer the question about which of your marketing goals are most important? Please don’t answer that they’re all equally important, because they simply can’t be. This is reality. It’s the law of sacrifice: to successfully meet your most important goals, you may need to abandon — or at least set aside — some of the lesser goals. And prioritizing goals is the only way to know where to fund and where to cut when dollars get tight. Fund your marketing budget from the top down — in other words, from the “must achieve” marketing goals to the ones that would be “nice to achieve.”

Third: Learn from history. What were your most effective marketing programs this past year? For online marketing programs, you should be able to easily determine the answers, because impressions, clicks, and conversions are all measurable with online programs. It also helps that almost all of your target customers use online resources to find manufacturers, components, products, and services. If you have some of the same goals year over year, and your marketing programs aligned to those goals are working, then keeping those programs alive is an easy decision to make and to defend.

Fourth: Get more bang for your buck. Let’s say your top two goals for 2013 are increasing the visibility of your brand in a new market and generating interest from prospects. Look for programs that can help you achieve both of those goals. For example, advertisements in industry-specific e-newsletters can get your brand noticed, and you can use those ads to make an offer (such as white paper or Webinar) that will generate interest from prospects. The best advice here: share your marketing goals with media partners and listen to their recommendations on the most efficient way to combine programs to meet those goals.

Fifth: Plan for sunny days and dark skies. No one can predict the year. And all marketers know that the marketing budget “set in stone” at the beginning of the year can suddenly become very elastic as the months roll by. Your budget plan is likely tied to key corporate goals, especially supporting sales and growth. So rather than start the year with a single budget and marketing plan, create two budgets, or better yet three. Plan for the most likely scenario for 2013 as best as you can predict. But be prepared in case you need to re-allocate funds during the year. However, you may receive more money for your initiatives as the year goes on if your company is hitting its goals. It’s best to be prepared for all of these situations so you can act quickly.

For more advice on planning your strategies and initiatives for the year ahead, download our complimentary 2013 Industrial Marketing Planning Kit.

Have you started your budget planning? What tactics do you use to determine where and how to allocate time, resources, and money? Let us know in the comments section below.

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There’s Still Time to Make Tweaks To Your 2011 Marketing Program

Believe it or not, now is the perfect time to evaluate how well your 2011 programs are performing – because if the results are less than stellar there’s still plenty of time to make tweaks and achieve the ROI you need by the end of the year. To get a sense of marketing program performance you’ll want to evaluate several key items, including:
• How much did you invest in various marketing channels?
• What was the return so far, in terms of quality lead generation?
• Are your marketing programs achieving visibility among your target audience?

If your programs have metrics in place to measure results you should be able to get a sense of how well they are performing. And if you find you do need to make adjustments – here are a few points to keep in mind:

1. Maintain a persistent, comprehensive marketing presence.
It is essential that manufacturers and suppliers get found in the early research phases of the notoriously long and complex industrial buy cycle, when potential customers are looking for vendors who can meet their needs. Otherwise, you may be shut out of a number of business opportunities. In order to be found early in the buy cycle, you must maintain a persistent marketing presence where buyers begin their products and services search—online. Research shows that buyers have significantly reduced their reliance on traditional information sources such as printed catalogs, trade shows, and trade magazines, in favor of online resources. The Industrial Buy Cycle Survey reported the top three most frequently used sources for searching for products and services to purchase are search engines, supplier web sites, and online catalogs. From the beginning to the end of the buy cycle, the supplier that is eventually selected is exposed to the buyer many times. The company may have first become visible through an Internet search, or exposure to its online catalog, or a banner ad on an industrial site, or any number of other ways. Therefore, build a comprehensive and persistent online presence to reach buyers and increase opportunities to gain customers.
2. Commit to marketing programs that deliver real leads, real fast.
While branding and visibility do play an important role in marketing, lead generation is still a top priority. Your best bet is to invest in lead generation programs that deliver more than anonymous clicks to your Web site. Your sales people can’t do anything with those—and neither can you for follow-up marketing purposes.
You’ll also want to avoid marketing programs that deliver leads after they’ve already gone cold. Your prospects are on Internet time, and if they express interest in your company and products, they expect a response in 24 hours or less. If they don’t get it, they will move on to other vendors.
Seek out marketing programs that provide you with leads containing full contact information and area of prospect interest. Programs like this will allow you to contact a “real, live leads” and it gives you the ability to reach out to these potential new customers in a timely manner.
3. Discuss your marketing challenges and goals with media partners.                                                                                                                                                                                                                                                                                                       Hopefully you’re working with a marketing partner that is open to regular evaluation and revisions to your marketing mix – if not you may want to consider shopping around for a new partner – and find one you are comfortable with and who offers the best programs to meet your needs.

As a refresher, here is a checklist of questions to ask media partners:
• Do they have the attention of your target audience?
• Can they keep your company visible to prospects and customers at all times? In other words, help you maintain marketing persistence.
• Do they offer a variety of integrated marketing solutions aligned with your goals rather than trying to fit you into cookie cutter programs?
• Do they deliver targeted, quality leads with full contact information in a timely manner?
• Do they provide reporting you can use to measure the performance of your marketing and justify your marketing investments?

And remember – there’s still time left to have a successful year – so get on with evaluating and tweaking your marketing mix!


Marketing, General