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2015 Control System Integrators Digital Marketing Benchmark Report

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We randomly selected 100 North American control system integrators and assessed their digital marketing effectiveness against 32 separate criteria. These criteria are divided into 5 categories:

Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?

Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?

Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?

Social Media: Does the website connect with multiple, active and engaged social media channels?

Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?

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2015 Control System Integrators Digital Marketing Benchmark Report

  1. 1. 2015 Control System Integrator Digital Marketing Benchmark Report
  2. 2. 1 Assessing the state of online marketing in the control system integrator industry... We randomly selected 100 North American Control System Integrators.
  3. 3. 2 The study focused on 32 metrics within 5 major performance groups... Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?
  4. 4. 3 The study focused on 32 metrics within 5 major performance groups... Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?
  5. 5. 4 The study focused on 32 metrics within 5 major performance groups... Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
  6. 6. 5 The study focused on 32 metrics within 5 major performance groups... Social Media: Does the website connect with multiple, active and engaged social media channels?
  7. 7. 6 The study focused on 32 metrics within 5 major performance groups... Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?
  8. 8. The CSI Industry Lags Behind When compared to other B2B industries, Control System Integrators lag overall and in every individual category. 7 0 1 2 3 4 Design & Usability SEM Content Marketing Social media Marketing Funnel Digital Marketing Performance System Integrators B2B Industries SI Avg B2B Avg
  9. 9. Key Findings Website Messaging and Usability
  10. 10. Websites Are Significantly Outdated Technologies and messaging on CSI websites have not advanced with other B2B industries. 9
  11. 11. Immobility 10 79% of websites are not mobile-friendly.
  12. 12. Immobility 11 But Mobile Is Critical! Mobile users overtook desktop in 2014.
  13. 13. Immobility Yes, Even In B2B Mobile is preferred over the PC for executives conducting research during and after office hours, according to the IDG Global Mobile Survey 2014. 12
  14. 14. Content Mismangement Nearly half (48%) do not use a Content Management System (CMS). 13
  15. 15. Content Mismangement A CMS makes maintaining and optimizing a website faster, less expensive, and more scalable. 14
  16. 16. Key Findings Search Engine Marketing
  17. 17. In Search Of… 16 Control System Integrators are not leveraging search engines to generate organic or paid traffic to their websites.
  18. 18. Authority 85% of websites have a Domain Authority below 40 (on a scale from 1 to 100). 17 7 42 36 10 3 1 0 0 0 0 0 5 10 15 20 25 30 35 40 45 10 20 30 40 50 60 70 80 90 100 DOMAIN AUTHORITY Domain Authority
  19. 19. Authority A domain authority below 40 makes it harder to rank for important search keywords. 18
  20. 20. Ad Block Yes No Just 3% of CSIs are advertising on Google’s search engine. 19
  21. 21. Ad Block A budget of approximately $100 per day could result in roughly 25 clicks and 3,000 search impressions per day. 20
  22. 22. Key Findings Content Marketing
  23. 23. Unremarkable Content Most of the content on surveyed websites was inwardly focused, providing little value to visitors in early buying stages. 22
  24. 24. Unremarkable Content As part of a comprehensive inbound marketing program, offering remarkable content is the foundation of higher ROI. 23
  25. 25. Bloglessness Two thirds of CSIs have no blog or news feed. Only 12% had a blog that published industry-focused content. 24
  26. 26. Bloglessness Hubspot’s State of Inbound Marketing report (2014 – 2015) shows that blogs clearly outperform other lead sources. 25
  27. 27. Unsociable Two thirds of CSI websites exhibited little or no social media activity. 88% did not incorporate social sharing buttons. 26
  28. 28. Unsociable Social media was ranked the most important lead source. 27
  29. 29. Key Findings Marketing Funnel
  30. 30. Leaky Funnels System integrators are largely ignoring the top of the marketing funnel, focusing primarily on evaluation and purchase. 29
  31. 31. Leaky Funnels Offering content at every stage in the marketing funnel generates more leads. • White paper • ebook • Kit • Tip sheet • Checklist • How-to video • Educational webinar TOFU •Product webinar •Case study •Sample •FAQ • Data sheet • Demo MOFU • Free trial • Live Demo • Consultation • Estimate • Coupon BOFU 30
  32. 32. Calls to Action 84% of websites lacked compelling, visually distinctive call-to-action buttons. 31
  33. 33. Calls to Action Calls to action prompt visitors to take the actions that help meet your goals for success. 32
  34. 34. Landing Pages 95% of websites failed to use landing pages, which contain an offer designed to collect information from prospects. 33
  35. 35. Landing Pages Landing pages are the front door to let prospects into your marketing funnel. 34
  36. 36. Download the Complete Report Download the entire 33-page report, complete with marketing trends and graphs for all 35 criteria. Each result is presented along with a detailed explanation and tips for implementation and improvement. www.libertydigital.net/2015-csi

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