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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 both DIY'ers and those looking to outsource. Finally, find out which web marketing strategies work best based on timelines, budgets and resources.

Veröffentlicht in: Business
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Web Marketing for Manufacturers

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