Summary The 7 tactics described above are only some of the many ways that manufacturing and industrial companies can leverage the Internet to gain competitive advantage, build brand, satisfy customers, and sell more.
Even when this is necessary to protect proprietary information, or for another strategic reasonit can be beneficial to put a portion of the support materials in a public area on the website.
In addition, put a process in place where show registration form information is pushed to your CRM database e. Each of these pages would incorporate keywords related to the specific show in the HTML Page Title and the body copy of the page. Yellow PagesYellowbook.
Any content that is translated into foreign languages should also be optimized for search engines. Creating videos is also a great way to connect with customers, and provides content that may receive links.
Because most trade shows are planned months in advance, your would have a shot of having that page come up in organic search results prior to the show. One way to enhance your chances of success at a trade show is to use your website to encourage visitors to your booth, and to set sales appointments.
If you have support materials such as manuals and specification sheets, it is worthwhile to consider providing those materials in both PDF format and HTML pages. Make at least some of the support materials public. Once regional pages have been created on the website, PPC advertising can be used to target specific regions and keyword combinations, and direct the search advertising traffic to the appropriate regional page.
It is a fairly easy task to use Google AdWords for this, while Yahoo! Local Search both have good local PPC programs. Many companies provide a fantastic service to customers by giving them a password-protected area on the website to access support materials.
Google AdWords is your best bet for this kind of audience as opposed to Yahoo! There are also many local search engine advertising venues such as Yahoo! An alternative to translating an entire website could be to simply create a single page in each of the target languages.
Optimize localized content for SEO. Many companies use their websites to list the trade shows that they will be attending. However, for many companies, the cost of translating an entire website worth of content can be prohibitive. Video content can also be posted outside of your website to other channels such as YouTube, or websites that are specific to your industry.
Bid on a set of keywords related to the show e.
Participating in trade shows can be expensive. Use video as a powerful way to connect with prospects and customers who speak other languages.
It is also advisable to stay reasonable when analyzing the potential of a particular tactic. This requires keyword research in the language and using the appropriate keywords in HTML page titles, META tags, page headings, and cross-links within the website itself e.
This adds a personal touch, and can be a cost-effective means of conveying more than any translated page copy. Google Maps or other interactive mapping technologies could also be used to provide users with a visual and interactive context of the location. The content of each page would not only use keywords related to forklift trucks and variations such as fork lift trucks, lift trucks, etc.
I would encourage you to take that a step further and create a registration page for each trade show in which you are participating.
Google AdWords Local and Yahoo! Search Engine Optimization SEO — Apply basic SEO principles to optimizing your main trade show page — research the best keywords phrases, apply page tags, use keywords in the overview copy on the page, and link to the page from other pages on your website.
As with any PPC campaign, track conversions!!! Create search engine ad copy that delivers the right message. Always remember to have a good web analytics package installed, and that you are tracking show registration forms as conversions.
Here are some examples: This provides excellent content for search engines to index, additional keyword content that users may find in conducting searches, can generate in-bound links to the site, and can be used to cross-link content to product pages on the site. Below you will find a calendar of machine tools trade shows where you can visit the ABC Company booth to learn more and meet our team.
The goal here is to help your sales team set appointments at the booth.
Create additional support content. In addition, eBay pages often rank well in the primary search engines themselves.Like marketing myopia, manufacturing myopia is caused by isolation; it is the inevitable outcome of keeping manufacturing strategies contained to the functional or even plant level, with little or no connection to enterprise-wide strategies.
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Journal of. A recent success we had with using Google Base (Google’s product search) to drive traffic to one of our manufacturing client’s website made me consider how companies that make, market, and sell industrial goods can take advantage of search engines and social communities to enhance their online presence.
Here are some online marketing strategies. This research was prepared by the Economic Analysis team from Marketing and Public Affairs at the Business Development Bank of Canada (BDC). and make more informed strategic decisions. This is known introduce digital manufacturing technologies at AGS Automotive Systems.Download