• Save
Introduction Internet Marketing  for Manufacturing
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Introduction Internet Marketing for Manufacturing

on

  • 1,480 views

An introduction and overview to the importance of Search Engine Marketing (including Search Engine Optimization, Pay Per Click and Social Media) to manufacturing companies today. This overview ...

An introduction and overview to the importance of Search Engine Marketing (including Search Engine Optimization, Pay Per Click and Social Media) to manufacturing companies today. This overview defines important terms, explains the SEO process and the importance of driving qualified traffic, making sure your website engages and converts that traffic to new clients and measuring everything you do.

Statistics

Views

Total Views
1,480
Views on SlideShare
1,480
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Introduction Internet Marketing for Manufacturing Presentation Transcript

  • 1. Welcome! Our Webinar will begin at 12:00 pm To ask a question during the webinar . . . In the upper left hand area of your panel click on siteseekerinc and select chat privately. Your questions will be sent to the presenter. The presenter will respond either verbally during the webinar or privately via the chat. You will only see your name and siteseeker in the participants window. Please DO NOT dial in, the audio will play over your computer speakers. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 2. Introduction to Understanding Internet Marketing for Manufacturing Kathy Hokunson Regional Sales Manager, Site-Seeker, Inc. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 3. Who are we? •  Founded in 2003 •  Corporate Office in New Hartford NY • Satellite offices in Bloomfield CT & Boston MA •  Employee 20 •  Full Service Internet Marketing Agency • Search Engine Optimization Services • Pay-Per-Click Management Services • Social Media Implementation and Mgmt • Web Design, Development, Applications & Testing •  Analytics www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 4. What We Will Cover - Internet Marketing and your audience: Understanding the Technical Buyer - Cornerstones of Internet Marketing: Drive, Convert & Measure - What are the key components of Internet Marketing SEO, PPC, Social Media, Technical Content - Effective Websites Riverhawk Case Study -  Return on Investment -  Social Media A Brief overview of what it is and why it is relevant www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 5. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 6. Strategy Authority Symptoms Information courtesy of Enquiro Research www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 7. Online Use by Phase Information courtesy of Enquiro Research www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 8. Over 88% of technical buyers surveyed would go online when involved in a purchase decision. Even in the negotiation phase, 70% of technical buyers consult various online influencers. Information courtesy of Enquiro Research www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 9. So where do they go? Where would be the first place you would go online to Percent find out more about the product or service? Places to begin Search engine 63.9% research Known manufacturer of the product 18.9% Portal for the industry 6.6% Independent consumer review site 5.3% E-commerce site that sells the product 3.1% Other 2.2% www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 10. Budgetary Influences on Destination First place you would go to research Budget Ranges Search Independent E-com site Known Portal for the engine consumer that sells manufacturer industry review site product of the product <$500 72.1% 5.2% 1.9% 14.9% 3.9% $500 - $1,000 67.2% 4.8% 4.8% 14.4% 6.4% -$1,000 - $2,500 61.3% 7.7% 2.8% 19.7% 5.6% $2,500 - $5,000 68.5% 4.0% 4.8% 15.3% 4.8% $5,000 - $10,000 59.6% 5.5% 1.8% 24.8% 5.5% $10,000 - $50,000 53.5% 7.0% 4.9% 25.4% 8.5% >$50,000 60% 1.8% 0.9% 20.0% 13.6% www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 11. How much time do they spend? Time Spent Online (Hours) Percent Time Spent <1 7.6% Daily 1-2 18.9% 2-3 18.9% 3-4 13.8% 4-5 11.8% 5+ 28.9% www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 12. How They Use the Internet Based on the survey performed by Enquiro: •  Google holds a dominant position – 77.7% of respondents start in Google •  74.4% choose an organic link •  18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads •  Top 4 organic listings captured 52.6% of all click thrus with 27.1% going to the #1 position www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 13. What Buyers Expect to Find Online Information relevant to their need . . . Do you have what I searched for? •  Online Catalog or Product Pages •  Searchable Technical Content – easy to navigate •  Product Manuals or Spec Sheets Can you help me? •  Technical Support •  Contact Information – easy to find •  What do other people think about this product or service? “When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.” www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 14. How Products Used to be Purchased... I need a … Where do I get it? Months Shop Evaluate Negotiate Buy www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 15. ... Today (In the Internet Era) I need a … Where do I get it? Online Shop Evaluate Negotiate Prospect contact Buy www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 16. What does this mean to you? •  Prospects don’t call as much •  They are more informed when they do call •  You must place your website in the path of prospects •  Your website must be your best sales person www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 17. Vertical Websites Social Media Drive Convert Your Website Measure Your website is a machine…. Cornerstones to a successful Internet marketing strategy www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 18. DRIVE Search Engine Optimization (SEO) www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 19. Search Engine Marketing (SEM) SEO Pay-Per-Click The process of improving the An Internet advertising volume and quality of traffic to a strategy used on search website from search engines via engines, advertising networks, “natural” (“organic” or “algorithmic”) and content websites, such as search results. blogs, where advertisers bid on keywords to achieve ad placement. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 20. Let’s define SEO... Search Engine Optimization or SEO is a multi – phase process. •  To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion. Two Phase Approach Phase 1: Website Structure Phase 2: Ongoing SEO Efforts www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 21. Let’s define SEO ... Phase 1 - Website Structure •  Navigation •  Organization of Code and Link Structure •  XML sitemap •  robots.txt •  Tags: Title, Header, Keyword, Description, Alt Img •  Content – Keyword Research, Content Rewrite (keyword density etc) •  Analytics – install or verify GA, establish conversion funnels www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 22. Let’s define SEO ... Phase 2 - Ongoing SEO Efforts •  Research and develop inbound links •  Create Authority - Create Content Pages for: •  social media •  micro sites •  301 redirects from alternate domains •  vertical search •  Ongoing – SEO Efforts are a fluid and ongoing process: •  touching and addressing all items listed above as well. •  addressing website performance, strengths and weaknesses as identified in GA reporting. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 23. Let’s define SEO a little more... SEO is NOT a one time deal. SEO is an ongoing process that requires the provider to monitor cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success. And the factors affecting the positioning of a site and it’s content pages is constantly shifting. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 24. Convert & Measure www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 25. Clear Contact Points Products Organized by Type AND Application www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 26. Short Form Submission October 2009 120 Long Forms Submitted 142 Short Forms Submitted 262 Total 114.75% www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 27. Case Study Riverhawk Company “Our Internet marketing program is the single best marketing investment we have made.” – Kevin Sanger, VP Sales & Marketing www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 28. The Problem •  4 year old website •  Not optimized for organic search •  No standard terminology to describe offering •  Not reaching prospects with solutions •  Existing traffic not converting •  Poor website navigation www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 29. The Plan •  Optimize for organic search •  Streamline website navigation •  Increase brand awareness as engineering resource / solution provider •  Improve use of website real estate •  Develop valued content •  Establish website performance baseline and competitive analysis •  Implement web analytics to evaluate improved website performance •  ROI as success metric www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 30. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 31. April new site published Site % Change Unique baseline: Month Compared to Visitors May-June Previous Year New site data: May (before) 1,349 May - June May (after) 2,122 57.3% Jun (before) 1,320 Jun (after) 1,966 48.9% Approximately www.site-seeker.com 53% more traffic since new site was launched © 2010 Site-Seeker, Inc.
  • 32. Client Found for “Name” Searches Search Terms May-June “Name" Non “Name” Old Site 394 861 New Site 396 1674 Additional Traffic 2 813 (Visitors) % Increase 0.5% 94.4% # of Visitors that searched by NAME – stayed the same www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 33. Client Found for “non-name” Searches Search Terms May-June “Name" Non “Name” Old Site 394 861 New Site 396 1674 Additional Traffic 2 813 (Visitors) % Increase 0.5% 94.4% 95% increase in prospect group traffic www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 34. Stickiness Sticky Rate Visitors Staying On Site May-June Non Non “Name" “Name" “Name “Name” Old 43.40% 20.30% 170 175 New 54.3% 28.7% 215 481 Additional Visitors Staying On Site 45 306 % Over Pervious Year 26.5% 174.9% Visitors that searched by name are now finding more value and staying on site longer. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 35. Sticky Rate Visitors Staying On Site May-June “Name" Non “Name “Name" Non “Name” Old 43.40% 20.30% 170 175 New 54.3% 28.7% 215 481 Additional Visitors Staying On Site 45 306 % Over Pervious Year 26.5% 174.9% When you combine the site’s ability to engage users and increase traffic the results can be dramatic. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 36. The Payoff •  53.2% increase in overall site traffic •  94.4% increase in prospect traffic •  174.3% more prospects stayed on the new website •  50 new inquiries per month (phone and email) with a 26% close ratio •  First year revenue in excess of $750K •  ROI = 345% www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 37. Why is Social Media Important? www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 38. “The premise of social media marketing and PR is engaging the consumer in conversation in a way that provides mutual benefit.” From: Marketing Sherpa 2009 Social Media and PR Benchmark Guide www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 39. 13 hours : The amount of video uploaded to YouTube every minute 412.3 years: The amount of time it would take to watch every video on YouTube 100,000,000: The amount YouTube videos watched every day 1382%: The monthly growth rate of twitter users January – February 2009 3,000,000: The average number of tweets on twitter.com every day 5,000,000,000: The number of mins. spent on facebook every day www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 40. Social Media Is: 1.  Public Relations 2.  Customer Service 3.  Loyalty Building 4.  Collaboration 5.  Networking 6.  Customer Acquisition www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 41. Ultimately it is ALL about gaining . . . AUTHORITY LEADERSHIP TRUST www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 42. Social Media Sites: www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 43. Establishing Credibility with Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Participate in Expert Discussion Create Content Distribute Content www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 44. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 45. How to Distribute Your Blog Email Campaign Other (links)… Twitter Blog Posts Social Bookmarking Facebook Sites LinkedIn www.site-seeker.com Other Blogs © 2010 Site-Seeker, Inc.
  • 46. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 47. Social
Media
Sites
 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 48. © 2009 Site-Seeker, Inc. Who uses Linkedin & Why? • Business professionals • LinkedIn promotes: • business intelligence • business development • creation of business relationships • conversation www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 49. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 50. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 51. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 52. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 53. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 54. Community www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 55. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 56. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 57. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 58. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 59. Bluff forges a better way to market online By: Traci Gregory 12/12/08 10:13 AM NEW HARTFORD - Internet marketing is about more than adding a few keywords to a Web site to make it pop up in a Google search, according to Brian Bluff, president and New Hartford, NY CEO of Site-Seeker, Inc. . . . (November, 2008) Site- Seeker, Inc., provider of internet marketing and Fast Track 50 of CNY search engine marketing solutions, has been named New Hartford, NY (December, 2008) The Fast one of Central New York’s Track 50 is a list compiled annually to recognize Economic Champions for Central New York’s 50 fastest growing 2008, by the Syracuse companies. This is Site-Seeker, Inc.’s second year Chamber of Commerce. in the top five of this list. For 2007 the company was bestowed the honor of second place, solidifying its role as a model for success in Central New York business. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 60. "The increase in our website traffic is so large that we are having trouble keeping up with it; however, that's a problem we're grateful for! Before we teamed up with Site-Seeker, our website traffic was virtually non-existent.” www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 61. "Site-Seeker has done a tremendous job working with us to improve our internet marketing efforts.” “Site-Seeker takes a refreshing analytical approach to internet marketing and it is really paying off.” “Since May of 2003, we have experienced a 10 fold increase in traffic to our website, the average length of visit has increased by 33% and users are viewing more product pages. “ www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 62. Thank You! Please join us for our next webinar – Social Media for Business Monday March 22, 12:00 pm http://site-seeker.com/social-media-for-business.cfm Kathy Hokunson Regional Sales Manager, Site-Seeker, Inc. kathyhokunson@site-seeker.com www.site-seeker.com © 2010 Site-Seeker, Inc.