Regardless of what your business produces, a web search is the most important way potential customers find out about you. Alex Turrell, Marketing Manager at Intergage Marketing Engineers, gives an overview of the latest search engine optimization techniques.
Manufacturers typically spend most of their time developing new products, optimizing supply chains, and using data to improve quality standards and productivity. And rightly so.
Unfortunately, they rarely put the same focus on the sales and marketing production line – the beating heart that provides the business engine with the fuel it needs to survive. Without this focus, manufacturers risk stifling growth and profitability.
Or worse, being overlooked by potential customers. But with this, the focus is increasingly on digitization: 71% of B2B buyers start their research with a generic Google search, according to Think with Google. And 62% of manufacturers invest most of their marketing budget in digital marketing and less in more traditional forms.
So where should manufacturing companies start with digital marketing? And how much could it cost them if they don’t apply the right focus?
The digital marketing mix is constantly growing with search engine optimization (SEO), marketing automation, account-based marketing and digital advertising on the rise.
Manufacturing marketers have their hands full when it comes to initiatives to focus on. When resources are scarce, it’s critical to focus on the areas that make the most difference.
How does SEO work?
When people search the Internet, Google provides content in the order of relevance. How does this work?
- The internet user searches on Google – it shows many results based on the keywords and the intent of the searcher.
- The user clicks on the result most relevant to him and the problem he wants to solve.
- If the page is useful, insightful, and answers their questions, the user will likely spend more time on the website that published it, engaging with other content on that website.
- From this behavior, Google recognizes that this page is useful for searchers with similar keywords and intentions – and therefore delivers this content more frequently.
How SEO fits into the digital marketing mix
Manufacturing companies viewed social media advertising, regular written content, email marketing, and SEO as the four most successful initiatives in 2020. As set out in the Marketing In Manufacturing Report.
Yes, email marketing will help you get results from a captive audience. And social media helps you promote your products and services to those you already know. But the incremental new business that every ambitious company needs comes from being found by search engines.
When prospects are searching for your products and services and looking for information, you need to show up. If you don’t end up in the top 5 positions, you are missing out on valuable opportunities, research shows. Higher search positions mean more eyes on your offer.
This makes positions 1-5 on Google the most valuable properties in digital marketing. This doesn’t mean you should aim for top positions for your brand name: you should have them anyway.
The aim here is to fill top positions for problem, product and service-related search terms. These top-of-funnel, problem and solution-conscious searches give you the opportunity to get in touch with interested parties at an early stage in order to build trust.
The cost of bad SEO
Our research shows that manufacturing companies lose an average of £ 270,000 in revenue per year due to poor search engine rankings. This depends on influencing factors such as:
- Average Sales Value – the higher the value, the more potential loss (or gain)!
- Website conversion rate
- Conversion rate from lead-to-sale.
One manufacturing company we dealt with was missing out on more than £ 1m in sales per year on terms it was badly ranked on search engines! Could you afford to let a potential £ 1m slip through the cracks?
It’s even worse to believe that the revenue you are missing out on goes to your competitors – even if your products and services are superior – simply because they rank higher in search engines than you.
Since many manufacturing companies are in niche yet competitive marketplaces, they simply cannot afford the cost of poor SEO and missing out on that revenue potential.
The race wins slowly and steadily
It’s important to note that investing in SEO doesn’t produce results overnight. The key is to be consistent with the effort: most manufacturing companies will see results within 6-12 months.
If SEO work is putting too much strain on internal resources, join the 64% of industrial marketers who outsource at least one marketing activity, according to the Content Marketing Institute.
Intergage Marketing Engineers offers free SEO ROI reports to manufacturing companies to show you:
- How much sales are you currently missing out on?
- How much additional revenue you could get if you were in the top 5 positions on Google.
- What actions to take for better SEO and sales results.
Alex Turrell runs Intergage Marketing Engineers’ own marketing and is responsible for promoting sales through powerful lead generation campaigns.
In collaboration with Intergage Marketing Engineers
For the past 20 years, Intergage Marketing Engineers has helped ambitious manufacturing companies grow through digital marketing, marketing strategy, and marketing automation. Think of us as your sales and marketing production line generating a predictable pipeline of sales leads with a focus on generating a return on investment.
Images courtesy of Intergage