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Web Marketing for Manufacturers

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Geared towards small and medium manufacturers, this presentation explains the basics behind web site design, search engine optimization, pay-per-click marketing and social media. It includes tips for …

Geared towards small and medium manufacturers, this presentation explains the basics behind web site design, search engine optimization, pay-per-click marketing and social media. It includes tips for both DIY'ers and those looking to outsource. Finally, find out which web marketing strategies work best based on timelines, budgets and resources.

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  • 1. Web Marketing: What, Why and How
    Carmen Fontana
  • 2. Introduction
    Carmen Fontana
    Web Marketing Manager
    Google AdWords Certified Professional
    BS Systems & Control Engineering
    ME Engineering Management
    TiaMarshae Sanford
    Social Media Specialist
    Freelance Social Media & Email Marketing Strategist
    Constant Contact Certified Expert
    John Strathern
    Client Services Director
    Experienced in web development and sales
  • 3. Why Web Marketing?
    You built a great site – now you need to get people there
    Find the customers versus them finding you
    Costs are lower than traditional advertising
    A Google AdWord lead can cost as little as $0.25
    Measurable results
    See exactly how many people saw your ad and how many people acted on it
  • 4. Does It Really Work?
    “SEO works!! WS Tyler’s commitment to SEO and PPC are fast becoming the foundation of our entire marketing plan. The exposure and lead generation have provided real growth opportunities for us. Our return on investment exceeded any expectations we had going into this program. “
    Tony Bandera, VP Sales & Marketing
    WS Tyler
  • 5. How Does It Fit into your Lead Generation Model?
    Web
    Compliments existing strategies
  • 6. What is Web Marketing?
    A Variety of Methods
    Your Website
    Search Engine Optimization
    Pay Per Click
    Email Marketing
    Social Media
  • 7. How to do Web Marketing?
    A couple strategies:
    DIY
    Hire somebody
    Do a combination of both
    Deciding what’s right for you:
    How much time do you have?
    How much money do you have?
    How soon do you need results?
  • 8. Websites: Normal Evolution
  • 9. Websites: Brochure
    Do It Yourself
    Tools
    GoDaddy.com
    Purchase domain name ($10 and up/year)
    “Website Tonight” Site Builder (~$10/month)
    Things To Include
    Products/Services
    Contact Info
    International
    Company History
    Key Personnel
  • 10. Websites: Brochure
  • 11. Websites: Brochure
    Hire It Out
    Costs
    $500+ for a template design
    $1500+ for a custom design
    Questions to Ask
    Do you use templates or custom designs?
    What do you do to adhere to SEO best practices?
    Do I own the site?
    How do you build the site?
    References, references, references!
  • 12. Websites: Content Manager
    Hire It Out
    Types of CMS
    Open Source (Drupul, Joomla, etc)
    Boxed Solutions
    Custom
    Costs
    $2K - $8K
    Open source a little cheaper
  • 13. Websites: Content Manager
    Hire It Out Continued…
    Questions to ask
    What type of CMS?
    Do I own the code?
    Template or custom design?
    What functionality is included?
    How much do enhancements cost?
    Request a demo!
  • 14. Websites: Content Manager
  • 15. Websites: Database Driven
    Database Driven
    Tie your website to another software application
    For example, automatically update inventory on your site
    Questions to ask
    Experience with your software
    Examples of other sites
    Cost of updates
  • 16. Websites: E-Commerce
    E-commerce
    Sell your products online
    Questions to ask
    Examples of other sites
    Cost of updates
    Security, security, security
    Payment gateway (PayPal, Verisign, etc)
    Tie into other software?
  • 17. Websites: Manufacturing Considerations
    Google Analytics
    Get data on your website performance
    # of visits, length of visit, # of return visits
    Location of visitor (city, state, country, network)
    Most popular content
    International
    Translate!
    Google Translator
    Professional translation of key pages
    Multiple contact methods
    Mobile
    Quickly gaining traction
    iPad and other devices make it relevant
    Content
    More information available online = more prequalification
  • 18. Search Engine Optimization: What?
    Left hand side of Google
    Also called “organic” or “SEO”
    Position depends on 100+ factors
  • 19. Search Engine Optimization: Why?
    Potential customer is actively looking for your product/service
    Gives you credibility
    Brand staying power
    Once you are ranked, it takes a long time to lose it
  • 20. Search Engine Optimization: DIY
    Chose your keywords
    “1-2 rule”
    1-2 keywords per page
    1-2 keywords per 100 words
    Get linked
    60%-70% of rank is link building
    Beg, borrow and steal
    Article writing
    Let them know you are there
    Submit site to search engines (i.e. Google Webmaster Tools)
    Get your techie stuff in order
    Metatitles (but not metatags)
    ALT tags on images
    Text based navigation
    H1 Headers
  • 21. Search Engine Optimization: Outsourcing
    Expected Costs
    $400+ /month for an integrated link building/site optimization campaign
    More competitive industry = more money
    Questions to Ask
    Experience with manufacturing/industrial
    What do services entail?
    Length of contract
    Reporting
  • 22. Pay Per Click: What?
    The right hand side of Google
    You choose the keywords you want to advertise on
    Only pay when someone clicks on your ad
    Ad position depends on your bid and past click through history
  • 23. Pay Per Click: Why?
    Quick way to advertise on the web
    Pretty good visibility
    Control advertising costs
  • 24. Pay Per Click: DIY
    Setup an account
    Adwords.google.com
    Adcenter.microsoft.com
    Choose your keywords, write your ad copy
    Set your budget
    Give them your credit card and go!
    Going forward
    Shoot for positions 1-3.9
    Pay attention to CTR
  • 25. Pay Per Click: Outsourcing
    Expected Costs
    $200+ /month for campaign management
    Google/Bing fees extra
    Questions to Ask
    Experience with manufacturing/industrial
    What do services entail?
    Length of contract
    Reporting
  • 26. Email Marketing: What?
    Targeted messages to current customers, potential customers and other interested parties
  • 27. Email Marketing: Why?
    Boost client communication
    Puts you in customers' inboxes more accurately than regular email.
    Target your audience
    Segment your database and create smaller customer lists based on their interests. Then send more relevant and targeted messages to them.
    Opportunity to brand and market new services and products
    Allows you to instantly share with your clients new products and services you have to offer. It can be an opportunity to offer discounts and promote special offers for loyal customers and new ones.
  • 28. Email Marketing: DIY
    Major Email Programs
    Constant Contact ($15/month for 0-500)
    MailChimp ($15/month for 501-1000)
    Develop Content
    New products and services
    Special offers and discounts on products and services
    Set Distribution Schedule
    Once a month
    Tuesdays and Wednesdays
    Between the hours of 10:00AM – 3:00PM and 6:00PM – 8:30PM
    Follow CAN-SPAM Laws!
    Physical address on email
    Don’t just email random people
    Include opt-out
  • 29. Social Media: What?
    A bunch of different websites that allow you to:
    Share information
    Talk to others
    Covertly advertise your brand
    A few of the main avenues:
    Facebook
    Twitter
    YouTube
    LinkedIn
    Blogging
  • 30. Social Media: Why?
    Communicate with existing/potential customers
    Develop your brand
    Establish yourself as a thought leader
  • 31. Social Media: DIY
    Sign up for accounts
    Check www.knowem.com to make sure your username is available across platforms
    Determine your social media strategy
    Goals, checkpoints
    Start publishing content
    Consistent
    Meaningful
    Interact with others
    Facebook: “Like” and comment
    Twitter: Retweet, Reply, Hashtags
    LinkedIn: Answer questions, follow companies
  • 32. Social Media: Outsourcing
    Be certain what you are getting
    Custom Facebook pages
    Custom Twitter page
    Content Consulting
    Content Augmentation
    Monitoring
    Pricing varies
    Is what you are paying equal to the time you would have to put in?
  • 33. “What should I do?”
    How much time do you have?
    How much money do you have?
    How soon do you need results?
    What kind of business do you have?
  • 34. “I don’t have a lot of time”
    PPC
    SEO
    Social Media
    Email
    A BREEZE
    TIME CONSUMING
  • 35. “I don’t have a lot of money”
    PPC
    SEO
    Social Media
    Email
    EXPENSIVE
    CHEAP
  • 36. “I want instant results”
    PPC
    SEO
    Social Media
    Email
    SLOW
    FAST
  • 37. “I have a ______________ business”
  • 38. Discussion
    Questions and Discussion
  • 39. Email carmen@wris.com
    for a copy of today’s presentation