Studies on buying behaviors for the B2B industry continue to show that for the majority of buyers, their first stop in finding a solution to their pain points is an internet search. This means that your website is most likely the first touchpoint a prospect is having with your company, and like any other salesperson, your website should be properly armed to sell your products and/or services.

Today’s manufacturing buyer is much more internet savvy than his or her predecessors, and, as a result, websites are becoming paramount to the decision-making process. Your website should be acting as a salesman for your business and a redesign of your website can result in a much needed boost for the performance of your business. You stand to gain improved search engine optimization (SEO), new web exposure and the ability to generate leads to diversify from your existing pipeline. Outlined below are five of the most common signs a website redesign is overdue.

The word integration is frequently used in the industrial world. However, integration regarding digital and traditional marketing strategies is often overlooked. A common worry voiced by those in the industrial space references how “adopting a digital marketing strategy will require too much time and money, so it’s best to stick to traditional marketing.” This holds true even if the company’s traditional efforts are underperforming. While implementing a successful digital marketing campaign does take some finessing, it is fairly easy to start shifting gears toward digital. Outlined below are several ways in which industrial organizations can begin integrating traditional and digital marketing strategies.

Content is the cornerstone of industrial digital marketing. It allows your target audience to get a feel for who you are, what you know, and how you can help solve their challenges without ever picking up the phone to talk to your sales team. However, new content is indexed by Google every day and floods the inboxes and newsfeeds of your target audience. As a result, your B2B company is asking ‘how can we get our content in front of our personas?” The answer is simple: invest time into a content distribution strategy.

The key to any successful digital marketing strategy lies within the content you and your organization are able to create. Your content is a virtual representation of who you are as an organization and should reflect that you are a thought leader in your industry. It’s important to remember that you are not selling features with your blogs or whitepapers, but rather selling the quality of expertise your company holds. This distinction will help you avoid writing content that is all about you and your products/services.

One of the struggles many manufacturers face when they implement inbound marketing strategies is producing the amount of content that is needed in order to see the success they expect. Typically the scenario goes as follows: management has signed off on a new initiative and now employees are required to add another component to their already jam-packed workloads. Objections range anywhere from “I’m not a writer” to “I simply don’t have the time for marketing.”

When it comes down to it, there are simple steps organizations can take to alleviate added stress on employees and, as a result, produce successful content. Ensure a successful inbound marketing strategy by utilizing the following four tips.

As the Internet becomes more saturated with content, it’s important that companies begin to think of alternative ways to get their messages in front of their target audience. All too often do we see companies fall into a content creation rut - creating great content that doesn’t deliver the desired results, but then continuing the cycle without stepping back to reevaluate and adjust the strategy.