Building a Better Website:
Lead Generation through Your
Content Marketing Hub
A CoreElement Industry Insight

photo credit...
Contents
1

1.	 	 Introduction
2.	 	 The Changing Role of Your
	 	 Company’s Website
3.	 	 Going Mobile
4.	 	 What Makes a...
Introduction: Your Company’s Website
2

While social media
might be flashier,
or email marketing
might be simpler,
your we...
The Changing Roles of Your Company’s Website
3

Content
Marketing

Create and share content that directs
people to your si...
The Changing Roles of Your Company’s Website
4

Content
Marketing

Prospective customers identify
themselves by providing ...
The Changing Roles of Your Company’s Website
5

Gated
Content

Using gated content – content
that leads can only access by...
Website Design & Function: Mobile Site vs. Traditional
6

Traditional Sites

Mobile/Responsive Sites

•	 Designed to be
	 ...
Website Design & Function: Mobile Site vs. Traditional
7

According to the recent  study conducted by Google:

61%

of use...
Website Design & Function: Mobile Site vs. Traditional
8

Mobile-users are looking
for information that can be
accessed qu...
Going Mobile
9

67%

of mobile users are more likely to
buy from companies with a
mobile-friendly site.
The mobile era of
...
Going Mobile: The Generational Divide in Cell Phone Usage
10

American cell phone owners who use their
phone to do the fol...
Going Mobile
11

Considerations when developing your mobile/responsive site:

1.		

Keep it simple and straight-forward

2...
Website Design & Function: Checklist
12

6 Essential elements for industrial manufacturer’s website

1.		
		

A complete a...
Website Design & Function: Assess
13

Does your website need
a tune-up or is it time to
rebuild the engine?
If your websit...
14

Marketing Strategy & Planning
CRM Implementation & Administration
Marketing Automation
Lead Generation / In-bound Mark...
Current Industry Insight Library:
US Manufacturing Snapshot: Q4 2013
Social Media Marketing:
Using Technology to Generate ...
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Building a Better Website: Lead Generation through Your Content Marketing Hub

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Many manufacturers are so invested in producing the most technologically advanced products that their website takes a backseat. Your website might be missing the mark completely when it comes to functionality. You should be moving away from viewing it as an online showroom and toward making it a dispensary of content that will give your prospects the information they need to solve their problems, generating leads in the process.

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Building a Better Website: Lead Generation through Your Content Marketing Hub

  1. 1. Building a Better Website: Lead Generation through Your Content Marketing Hub A CoreElement Industry Insight photo credit: USAG-Humphreys via photopin cc image altered via blur, saturation, brush strokes
  2. 2. Contents 1 1. Introduction 2. The Changing Role of Your Company’s Website 3. Going Mobile 4. What Makes a Mobile Site Different from a Traditional Site 5. Website Checklist 6. Major Overhaul or Just a Tweak?
  3. 3. Introduction: Your Company’s Website 2 While social media might be flashier, or email marketing might be simpler, your website remains the centerpiece of your marketing strategy.
  4. 4. The Changing Roles of Your Company’s Website 3 Content Marketing Create and share content that directs people to your site where they are converted into customers.
  5. 5. The Changing Roles of Your Company’s Website 4 Content Marketing Prospective customers identify themselves by providing their name and email address in exchange for additional content... ...becoming leads.
  6. 6. The Changing Roles of Your Company’s Website 5 Gated Content Using gated content – content that leads can only access by providing more information, such as company sales or number of employees – – helps qualify your leads.
  7. 7. Website Design & Function: Mobile Site vs. Traditional 6 Traditional Sites Mobile/Responsive Sites • Designed to be viewed on a standard computer screen. • Designed to be viewed on all screen sizes • Can be cumbersome to navigate on smaller screen. • Easy to navigate on all devices- from mobile, to tablet, to laptop, to desktop.
  8. 8. Website Design & Function: Mobile Site vs. Traditional 7 According to the recent  study conducted by Google: 61% of users said that if they were unable to find what they were looking for right away on a mobile site, they’d quickly move on to another site 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly 52% of users said that a bad mobile experience made them less likely to engage with a company
  9. 9. Website Design & Function: Mobile Site vs. Traditional 8 Mobile-users are looking for information that can be accessed quickly and easily, especially while on the go.
  10. 10. Going Mobile 9 67% of mobile users are more likely to buy from companies with a mobile-friendly site. The mobile era of industrial marketing is here.
  11. 11. Going Mobile: The Generational Divide in Cell Phone Usage 10 American cell phone owners who use their phone to do the following, by age group 100 97% 18-29 30-49 50-64 65+ 94% 84% 80 75% 73% 72% 60% 60 45% 40 43% 35% 19% 20 17% 0 Send/receive text messages Source: Pew Research, Statista, Mashable Access the internet Send/receive e-mails Businesses are viewing your website on their smartphones, regardless of their age.
  12. 12. Going Mobile 11 Considerations when developing your mobile/responsive site: 1. Keep it simple and straight-forward 2. Make it easy to navigate 3. Ensure your site loads within 3 seconds 4. Avoid Flash, popups, tabs and drop down menus which won’t render well, if at all, on a mobile site
  13. 13. Website Design & Function: Checklist 12 6 Essential elements for industrial manufacturer’s website 1. A complete and accurate list of your products and services 2. A reason to come back 3. Your contact information 4. Company information: About Us 5. Certifications 6. Mobile capability
  14. 14. Website Design & Function: Assess 13 Does your website need a tune-up or is it time to rebuild the engine? If your website is just an online brochure, it’s a liability. Know it or not, it’s already costing you. It may be time for a major overhaul of your site.
  15. 15. 14 Marketing Strategy & Planning CRM Implementation & Administration Marketing Automation Lead Generation / In-bound Marketing Content Creation Social Media Website Design Search Optimization Email Marketing Campaigns Tracking: Statistics & Analysis CoreElement creates and implements effective industrial marketing programs for manufacturers that leverage the power and intelligence of the internet.
  16. 16. Current Industry Insight Library: US Manufacturing Snapshot: Q4 2013 Social Media Marketing: Using Technology to Generate B2B Leads Building a Better Website: Lead Generation through Your Content Marketing Hub Marketing Automation: A How-to Guide for the 2014 B2B Marketing Pro US Manufacturing Snapshot: Q3 2013 Leveraging Technology: Lead Generation and Marketing Automation Bridging the Generation Gap: Choosing the Content and Delivery for Your Industrial Marketing Message Visit Core-el.com for the full Industry Insight on Building a Better Website. Onshoring On Track? An Emerging Trend as Manufacturing Jobs Return to the U.S. Hydraulic Fracturing in the U.S.: Revitalizing Manufacturing or Just an (Oil) Pipe Dream? Tapping an Underutilized Resource -  The Lack of Behavioral Marketing by Industrial Companies & What it Means for You Call: 216-400-8201 Cleveland, OH USA 44119 sales@core-el.com © Copyright 2014. All rights reserved.
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