Online advertising is just one piece of the puzzle. Learn why web presence is important for manufacturing companies, and how they can get started. In this presentation, we explore a number of topics including: - A description of today’s manufacturing buyer - An explanation of web presence - Your website and why it’s important - Getting started with content - Why social matters for B2B - Being found in search engines - A case study from one of our manufacturing clients

1. Why Now Is The Time For
Manufacturing Companies To
Build Web Presence

2. Today’s Manufacturing Buyer
What is web presence?
Evolve your website
Tell your story with content
Yes, social media matters in B2B
Get found in search
Case study: Aurena Laboratories
Contents

3. Today’s Manufacturing Buyer
Look familiar?

4. It’s the new reality of today’s B2B and
manufacturing buyer.
Accessing information, forming opinions and
researching your company online, on the go
and through multiple channels.

5. In fact…
of
the sales process
is over before a
potential
customer contacts
your company

6. Yet only of companies have a
digital marketing strategy.
Stop following and start leading.
Build your web presence now.

7. Today’s Manufacturing Buyer
What is web presence?
Evolve your website
Tell your story with content
Yes, social media matters in B2B
Get found in search
Case study: Aurena Laboratories
What is web presence?

8. Everywhere your company
is found online
• Website, microsites and
blogs
• Visibility and listings in
search engines
• Your original content
• Social media
• Wherever anyone is talking
about your company,
product or service online

9. Why do you need a web
presence strategy?
• Educate customers and build trust
• Drive leads to your company website; gather insight
• Nurture customers through the buying process
• Get discovered and outrank competitors in search engines
• Position your company as thought leaders
• Build long term digital assets
• Create brand advocates

10. Unlike a sales team, your web
presence works for you 24 hours a
day, helping customers find you,
instead of you having to find them.

11. Benchmark your current
web presence
• Where do you rank in search engines?
• What engagement are your social channels seeing?
• Is your content being read or shared?
• Are you in the right places when your ideal customer is
searching for your product or service?
Sign up to find your benchmark for free at:
www.bedigitalgiants.com/request-an-assessment

12. Today’s Manufacturing Buyer
What is web presence?
Evolve your website
Tell your story with content
Yes, social media matters in B2B
Get found in search
Case study: Aurena Laboratories
Evolve your website

13. Think of your website differently

14. Your website should be…
 More than just a place to “dump” information – it must be
designed with your marketing and sales objectives in mind
 Solutions focused
 Visuals, graphics and video to help tell your story
 Navigation and content that helps qualify prospects and
nurture leads
 Responsive for all of today’s devices
 Every page with a purpose and will rank in search engines

15. Today’s Manufacturing Buyer
What is web presence?
Evolve your website
Tell your story with content
Yes, social media matters in B2B
Get found in search
Case study: Aurena Laboratories
Tell your story with content

16. Only
companies feel they are using content effectively.
Yet, B2B companies that blog cited a
increase in leads per month.

17. A few keys to effective content
• Link it to your overall marketing strategy
• Be solution-oriented by solving your prospects’
business problems
• Communicate what makes you different and innovative
• Make boring content more interesting with visuals: they
are 94% more effective at engaging readers
• Keep it fresh and regular: outdated content is a turn off

18. Start creating content
 Develop a monthly editorial calendar based on your
overall strategy. Plan topics, format and keywords
 Dig into your existing content, such as brochures,
press releases, annual reports, sales collateral, and
then repurpose it in different forms
 Go beyond blogs: infographics, eBooks, videos, slide
decks must be part of your content strategy

19. Today’s Manufacturing Buyer
What is web presence?
Evolve your website
Tell your story with content
Yes, social media matters in B2B
Get found in search
Case study: Aurena Laboratories
Yes, social media matters in B2B

20. Word-of-mouth is now online
Social media has transformed the way businesses engage
with their customers
Yet our research showed that only of
businesses have fully embraced it

21. Why does social media matter?
• Content distribution and customer engagement
• Customer relationship management
• Sales lead initiation and opportunity advancement
(social selling)
• Networking and influence marketing
• Gathering customer, competitor and market
intelligence

22. Which social media channels to
use?
• It depends on where
your customer is
spending their time.
Do the research to find
out.
• For a detailed outline
of social media
channels, read: How to
Choose the Right
Social Media Channels
for Your Business

23. Get started in social
• Use a listening tool, such as Swayy, to monitor social
channels for mentions of your company/brand, primary
competitors, and target keywords
• Identify and follow thought leaders in your industry
and target markets; read their content, share it and add
value or insight whenever possible
• Optimize your social media profiles
• Start sharing your own quality content

24. Today’s Manufacturing Buyer
What is web presence?
Evolve your website
Tell your story with content
Yes, social media matters in B2B
Get found in search
Case study: Aurena Laboratories
Get found in search

25. Approximately
of B2B
buyers begin their
path to purchase
with an online
search engine.

26. What is search marketing?
• Gaining visibility in search engines through unpaid
(search engine optimization) and paid (pay-per-click)
efforts.
• Positions your company’s content in view of potential
customers when they start searching for a product or
service that will solve one of their problems.
• Your chance to capture attention of a customer and
draw them in to the top of your marketing funnel.

27. Simplified tips for effective
search marketing
• Conduct keyword research for search terms that best
represent your company, products and services
• Track these keywords and benchmark your current ranking
• Optimize each page of your website for a specific keyword –
this includes content, page titles, headers and images
• Implement pay-per-click advertising on Google and social
media (particularly LinkedIn for B2B organizations)
Read more tips about pay-per-click advertising here: How Manufacturing Companies
Can Generate Leads Online

28. Today’s Manufacturing Buyer
What is web presence?
Evolve your website
Tell your story with content
Yes, social media matters in B2B
Get found in search
Case study: Aurena Laboratories
Case study: Aurena Laboratories

29. The Aurena Story
• Aurena Laboratories is a contract developer and
manufacturer of pharmaceutical medical devices in
bag-on-valve aerosol
• With aggressive growth targets and new product
innovations on the horizon, it was time for Aurena to
establish itself as a distinct player in the aerosol
industry with unique capabilities
• After developing a comprehensive marketing strategy
it was time to build the Aurena web presence…

30. aurenalabs.com before

31. aurenalabs.com after
Tripled the number of unique
visits to the website in the first
three months and increased
qualified leads by 25%

32. Success driven by content
• Infographic shows innovative
process.
• Downloadable product sheets
educate prospects.
• Blog has generated nearly 500
unique page views.

33. Landing pages with
downloadable content
• Visual and informative landing page
content drives leads and gathers
customer data.
• Offers a piece of thought leading
content for download.
• Used in pay-per-click advertising,
email campaigns and more.

34. Social media generates
qualified website referrals
In one quarter, the activity on Twitter, LinkedIn,
Slideshare and Google+ resulted in a 63%
increase website referrals direct from social
channels.

35. Keyword optimized with
clear calls to action
• Page optimization has put Aurena
on page one of search engines for
more than half of the keywords
they are trying to rank for.
• Clear calls to action resulted in 51
contact requests via the website on
Q1 2014.

36. Be a leader and do what your
competition is not.
Now is the time for
manufacturing companies to
start building web presence.

37. Ready to get started?
Contact the Giants:
CONTACT: Marc Hill, Founder & CEO
EMAIL: marc@bedigitalgiants.com
WEBSITE: www.bedigitalgiants.com
P: 705-791-3242
@bedigitalgiants

38. Sources cited in this presentation
• Slides 6, 16 and 20: Digital Giants and Vireo Research
– Digital Marketing in Canada
• Slide 17: MDG Advertising
– http://www.mdgadvertising.com/blog/its-all-about-the-images-infographic/
• Slide 5: CEB
– http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/
index.page
• Slide 16: Impact BND & Content Marketing Institute
– http://www.impactbnd.com/blogging-statistics-55-reasons-blogging-creates-55-more-traffic
– http://www.slideshare.net/CMI/b2b-content-marketing-2013-benchmarks-budgets-and-trendsnorth-
america-14855770
• Slide 25: Pardot
– http://www.pardot.com/demand-gen/report-state-demand-generation/