If you don’t have the time for the nitty-gritty details, then delegate it to someone who you trust and give that person the authority to act on your behalf. Many manufacturers and industrial companies are learning some hard lessons these days. Business as usual is not working – referrals are trickling in, if at all and the pipeline of leads is running dry. The old way of hiring away salespeople from the competition with their “ready book of business” is not producing the quick sales they had expected. Yes, there is a big difference between strategy and tactics. MORE >>

Google defines bounce rate as “The percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.” One persistent problem for many manufacturers and industrial companies is the small number of leads generated from their Websites. By default, they assume that the issue is the lack of traffic because of poor SEO. It is quite likely, that your industrial Website is attracting enough traffic but suffers from poor conversion. In short, you may have a leaky industrial Website. See my earlier post, You’ve Got Traffic. Now What? ). MORE >>

have had many conversations where I have heard the other person tell me that they’ve never had to actively market their products and services before. The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues. However, ignoring industrial marketing’s role in creating sales opportunities is a fallacy in my opinion. Marketing keeps you in sales.” MORE >>

Appoint an internal point person who understands your website needs and will be the project manager. Just like the classic ’60s hit song “Do You Believe in Magic?” by The Lovin’ Spoonful, I am wondering if manufacturers and industrial companies believe in their industrial websites. am not so sure manufacturing companies are fully convinced that their website is a real sales tool. My doubts stem from some of the things that I hear in my regular conversations with these companies. We spent a lot of money on SEO and PPC programs but our site hasn’t generated good quality leads. MORE >>

Let me explain by using my personal experience. Content BOM is not a typo in my headline. Read on…. am amazed how often I find that creating content is an afterthought for people who are considering an industrial web design (more commonly a site redesign). Somehow, they assume the web designer will take care of content creation and the cost is included in their proposal for designing the site. It is not surprising then that many of these industrial web redesigns are nothing more than a cosmetic facelift with copy-pasted content from their old site and/or outdated marketing collateral. MORE >>