PPC for B2B Manufacturers: Everything You Need to Know

PPC for B2B Manufacturers: Everything You Need to Know

PPC for B2B Manufacturers: Everything You Need to Know

PPC advertisement is one of the quickest, most efficient, and most effective methods of getting your company name in front of prospective customers, driving traffic to your website, and converting leads. If you’re marketing your B2B in the digital space, you need to have a PPC strategy. Here’s what you need to know about PPC for B2Bs.

First of All, What is PPC?

PPC stands for pay-per-click advertising, which is pretty straightforward: it is digital advertising for which you’re charged every time someone clicks on your ad. Most of the ads you see online every day are PPC ads. There are three major kinds of PPC ads: search network (a.k.a. paid search) ads, digital network ads, and social media (e.g., Facebook and LinkedIn) ads. Click To Tweet

How Do PPC Ads Work?

Paid search ads make your site a top result when people search for your chosen keywords—these are the sponsored links you’ve undoubtedly seen before when searching for something on Google. You select the keywords for which you want to be a top search result and the area in which you want to be the top result (local, regional, national, etc.), and your link is in the top results for people using those search terms, which drives clients to your site or landing pages. (New to paid search? Freshen up on the basics in our Complete Guide to Outbound Marketing.)

Display network ads are text and image ads purchased through a specific network (like Google) and are displayed on affiliate sites, garnering lots of relevant views. These affiliates can include local news sites, mobile apps, or other popular sites.

Social media ads are effectively targeted ads, as native advertisements or sidebar ads, on a specific social media platform. Because the users of social media platforms provide so much demographic information, you can easily target your ads to your ideal client type.

For B2B manufacturers, LinkedIn ads are one of the most effective types of PPC ads. LinkedIn a) has tons of users, b) allows you to target users by industry, company, job title, and job function so you can specifically target your ideal customers, and c) provides stats on who clicked on your ads so you can determine whether your ads are effective. (Read more on LinkedIn Ads and B2B Marketing here.)

How Can I Use PPC Ads Effectively for My B2B Manufacturing Company?

First, know that you should be using PPC ads. Then, develop a keyword strategy. You need to determine the keywords that are relevant to your business and industry, the search terms your potential customers use when looking for your products or services, and the keywords that your competitors are using.

You can use that information to create ad campaigns that take advantage of certain keywords strategically, and to deploy PPC campaigns for those strategic keywords across relevant platforms.

For more manufacturing PPC tips, be sure to check out 5 Easy Ways to Maximize your B2B’s PPC Budget, which has lots of useful information on how to bid on brand, optimize deployment, and otherwise get the most bang for your PPC-ad-spend-buck.

If PPC for B2Bs is too many acronyms for you, Evenbound can help. We create and deploy optimized PPC campaigns that will generate leads for your B2B manufacturing company and increase your marketing ROI — that’s an acronym we know you love. If you’re ready to expand your digital marketing strategy to include PPC advertising, get in touch.

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Optimizing Your B2B Manufacturing Website Page Content

Optimizing Your B2B Manufacturing Website Page Content

Optimizing Your B2B Manufacturing Website Page Content

Last month, we talked about why inbound marketing matters for B2Bs, specifically industrial manufacturers, and in that post, how crucial it is for B2Bs to have digital content that is optimized for search (if you missed Inbound Marketing for Industrial Manufacturers, read it here). Your website is your company’s primary representation in the digital world, and it’s important that your content is optimized to best attract future customers.

In case your manufacturing page content could use a little love, here are a few tips to optimizing B2B page content for the clients you actually want:

Website Page Content Is Not Print Marketing Copy

Many B2B manufacturers make the mistake of treating their website like it’s a brochure or flyer. Some even go so far as to directly copy all of the content from their print marketing materials right onto their new websites. While you might be able to gather some useful information and content ideas from your current print marketing copy, you shouldn’t just copy it. It’s not designed for the way people read websites. Click To Tweet

Additionally, digital content has many more capabilities than print, including linking, embedding video, and searchability. These are all capabilities you should take advantage of, as interactive page elements like links and video work well to gain viewers’ attention.

How Do You Optimize Manufacturing Page Content?

Like all digital content, your website page content should use SEO principles, specifically, by including the keywords that relate to that page and your business. These should be words and phrases your ideal customers are typing in when they search for your products or services. (For more on why SEO matters for B2Bs, click here.)

But unlike blog posts, content offers, and other digital content, the purpose and tone depends upon the type of page:

  • Blogs and the like are primarily informative, used to refresh your site’s content, optimize your site for relevant keywords, and provide prospective customers with information they need about your product, service, or industry.
  • Website page content is also informative, but it’s more explicitly promotional—it informs prospective customers about your specific products and services, as well as your company itself. Your page content needs to tell website visitors what you do, what you sell, how you do it, and who you are, and you need to do it in a way that speaks to the kinds of customers you want to attract.

How?

To truly optimize your page content, you need to have comprehensive pages on your products or services. Click To TweetThose pages need to include the keywords your future customers are searching. You also need to segment your customer base and create paths specifically tailored to each type of buyer.

Check out how we’ve optimized our site for our target buyers: in the main navigation bar under “Who We Help” we have each of our client segments— Manufacturing & Industrial Marketing, Developer & Home Builder Marketing, and Professional Services & Small Business Marketing.

 

who-we-help-evenbound-home-page

 

For each of those segments, we have page content that addresses how our inbound marketing and growth services will help clients in those industries meet and exceed their marketing and growth goals. These pages include links to relevant case studies, testimonials, and clients who are in the specific customer segment, to demonstrate our experience in the needs of the industry.

If your B2B manufacturing website is outdated or failing to generate leads, your page content could be part of the problem. Evenbound has experience working with B2B and industrial manufacturing clients to optimize page content and implement inbound marketing practices and digital content strategy, and we can create a website that will generate leads and foster growth. Interested in learning more? Let’s start the conversation.

Not ready to chat yet? No worries! Check out the case study below to see how our process delivers legitimate results for our manufacturing clients:

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Inbound Marketing for Industrial Manufacturers

Inbound Marketing for Industrial Manufacturers

Inbound Marketing for Industrial Manufacturers

Industrial manufacturers are vastly underserved when it comes to marketing resources. But just like all other businesses, you have something to sell, and in order to sell it, you need interested buyers to know about your business and your offerings. Marketing is the way to raise this awareness, especially with the increasing primacy of the internet in researching and making purchases over good ol’ word-of-mouth. Here’s what you need to know about inbound marketing as an industrial manufacturer.

Were You Even Marketing in the First Place?

For a lot of industrial manufacturers, the answer to this question is no. For another big segment, it’s “we go to trade shows”—so, not really. It doesn’t seem like marketing is really necessary or relevant when you’re an industrial manufacturer, after all, you’re not marketing to consumers, but to other businesses, most of whom need your product to make their product or perform their service. Additionally, industrial products aren’t exactly high appeal; they’re useful and utilitarian, but they aren’t going to bring the boys to the yard.

via GIPHY

But, you still have a product to sell, and you still want to reach new customers. Your industrial manufacturing marketing strategy needs to be different than B2Cs, but it shouldn’t be no strategy at all. Click To Tweet

Inbound Marketing for Industrial Manufacturers

So, you know you shouldn’t be running TV ads with celebrities endorsing your spring for garage door openers or hubcap bolt covers, but what should you be doing to attract potential buyers? Inbound marketing. Inbound marketing is kind of what it sounds like: rather than going out to your customers with interruptive ads or cold sales calls, you bring interested customers to you. (Learn more about the methodology in our complete guide to inbound marketing.) You do that by creating targeted digital content and ads that will appeal to your ideal customer and the person in the role responsible for sourcing and purchasing your products.

 

SEO and Digital Content

If you don’t already know this, you need a website and a digital presence. It’s 2018 (almost 2019!). But you don’t just need a website—if yours looks the same as it did in 1998 or even 2008, that’s not good—you need compelling digital content that will appeal to potential customers and make your site easy for search engines to find and categorize. This is SEO, Search Engine Optimization (find out more about SEO for manufacturers here). The content on your site should provide customers with all the information they need about your product, whether they’re just discovering that your product exists or they’re trying to decide on a new supplier, as well as the keywords for which you want your website to show up in the search engine results.

 

PPC and Paid search  

PPC, pay-per-click advertisement, and paid search are also crucial components of inbound marketing for industrial manufacturers.If you have a good site and strong content, you need to make sure your desired clients are seeing it. Advertising is how you do that. Click To Tweet Paid search allows you to be featured as a search result at the top of the page in a native ad for search words that you select that your ideal clients will be searching. This puts you in front of your audience when they’re looking for what you sell.

You can also use PPC ads to target your ideal buyers. For industrial manufacturers, LinkedIn ads are the perfect way to do this. Your ideal customers are often buyers or sourcing specialists for a manufacturing company, and they’re professionals who use LinkedIn. Not only is your audience using the platform, their job title and company information is included in their profiles, and LinkedIn uses this information to target ads. You can target ads to people with specific job titles, like “Purchasing Specialist,” “Sourcing Specialist,” etc., as well as by specific company, ensuring that your ads are seen by the people to whom they will be highly relevant, the people you want as customers.

While traditional marketing techniques haven’t always worked for industrial manufacturers, inbound marketing is changing how industrial manufacturers can attract potential customers and edge out their competitors. Click To TweetIf you’re interested in learning more about how inbound marketing can work for your industrial manufacturing enterprise, it’s time to talk with the experts at Evenbound. We have experience marketing in the industrial and B2B space and can increase the ROI of your marketing efforts. Don’t believe us? Check out how we helped one of our industrial clients in the case study below.

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Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design

Fredricks Design is a leading industrial design and engineering studio that creates, develops, and engineers innovative product solutions. They serve clients in a number of technologically advanced industries, including autonomous transportation, themed attraction, and healthcare.

Their Challenge

Because Fredricks Design serves cutting edge clients, they wanted a fresh website that would accurately reflect their ingenuity, expertise, and scalability in creating exceptional product solutions for a variety of industries. Their two existing websites were disjointed, and made use of a static one-page design that did not offer potential clients insight into what types of products they were capable of delivering.

Click to view the full “Before” image of the Fredricks site.

Fredricks Design needed a single digital platform that would consistently represent their brand, showcase their innovative work, and draw in new, qualified clients.

The Evenbound Approach

One of our greatest challenges in approaching this new website design project was ensuring their site content would speak to the technical nature of Fredricks Design’s work, without alienating non-technical potential clients. Considering Fredricks’ reputation as a leader in industrial design and engineering, it was also important to merge content from two different sites into one new website that would maintain consistent branding, showcase their work effectively, and position them as a creative innovator exploring new frontiers in both design and engineering.  

 

Getting Started

We started the website design process with a lengthy discovery session with the Fredricks Design team, to determine exactly what industries, and what people in those industries Fredricks Design most often speaks to. With clearly defined buyer personas in place, we were able to form a concrete strategy going forward for the Fredricks Design website and inbound marketing project.

 

Implementing Design with an Inbound Focus

Click to view the new Fredricks site!

 

While website design is paramount for any new project, it must also be backed and supported by helpful, clear content that gets the client’s message across.

We focused on creating site content that answered Fredricks Design’s buyer persona pain points by building out clear case studies, developing in-depth content offers, and converting some of Fredricks’ useful paper marketing content into digital resources that speak to key concepts in their industry and answer their client’s most frequently asked questions.

With informational, targeted content written, we were able to apply a next-level design that delivers in both aesthetic and function. The new Fredricks Design website matches their brand and style guidelines, and is modern, exciting, and highly visual.

While website design is paramount for any new project, it must also be backed and supported by helpful, clear content that gets the client’s message across.

We focused on creating site content that answered Fredricks Design’s buyer persona pain points by building out clear case studies, developing in-depth content offers, and converting some of Fredricks’ useful paper marketing content into digital resources that speak to key concepts in their industry and answer their client’s most frequently asked questions.

With informational, targeted content written, we were able to apply a next-level design that delivers in both aesthetic and function. The new Fredricks Design website matches their brand and style guidelines, and is modern, exciting, and highly visual.

Because the work that Fredricks Design does can seem nebulous to new clients, it was important to clearly define past projects to potential clients, so they could see real, tangible examples of the work Fredricks produces, and the results their innovations deliver. CAD-rendered drawings and actual sketches from past projects were used to define the site visually, and to create context for first-time site visitors.

To support the website’s new design, Evenbound helped round out Fredricks Design’s inbound marketing strategy by creating attractive content offers, writing optimized blogs, and incorporating calls-to-action and targeted landing pages to help convert new visitors. We worked to drive traffic to the new site by developing segmented email workflows, and implementing targeted paid and social advertising campaigns. We also helped Fredricks Design onboard to the HubSpot platform, as they were functioning without a CRM. These efforts, combined with their newly responsive, dynamic website, delivered the following results.

The Results

Just two months after its launch, the Fredricks Design website has seen exceptional results, and is providing measurable growth for the company. The new site has delivered:

  • 143.45% more users
  • 146.44% new users
  • 138.92% more sessions
  • 183% increase in overall site traffic

Since the new website launch, overall site traffic has nearly tripled, and organic traffic has more than doubled as well. Fredricks Design went from seeing about 50 to 100 organic visits per month, to an average of 200 visits per month in the two months following the launch. This marked bump in organic traffic points to a successful optimization of the website itself, as well as effective targeting of key phrases that Fredricks Design’s buyer personas are looking for.

Another metric that indicates content success is most viewed pages. After the home page, Fredricks Design’s most visited page is a blog written and optimized for key industry phrases by the Evenbound team, which tells us that our partnership with Fredricks Design is working to boost their site’s ranking, and provide helpful, engaging content for their visitors.

 

Measurable Growth

As a result of the increase in organic traffic the website is providing, Fredricks Design has already converted one organic lead, nurtured them through the inbound marketing funnel using the HubSpot CRM, and closed the lead as a successful sale. For the notoriously slow-moving B2B world, this is an impressively short sales cycle, and an excellent example of how a well-designed website, a targeted inbound marketing strategy, and a savvy sales team can work together to effectively generate and close on warm leads.

Inbound Marketing Growth in 2019

In just two months, the Fredricks Design website has more than doubled its traffic, bringing awareness of the company and their services to a wider pool of qualified potential clients. Beyond this initial metric success, the website has already begun to prove its value as a tool for legitimate business growth. With continued implementation of their inbound marketing strategy, and support from Evenbound, the Fredricks Design team is well on their way to exceptional growth in 2019.

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Manufacturers: How to Leverage Employee Experts for Quality Content

Manufacturers: How to Leverage Employee Experts for Quality Content

Manufacturers: How to Leverage Employee Experts for Quality Content

If you’re in a manufacturing enterprise that’s particularly technical in terms of the product or service offerings, you’ll need to get some of your information for content from subject matter experts within your organization. Your company probably has a lot of engineers who are experts at what they do and your company does, and some of their ideas could make for informative manufacturing content that your potential clients will love. But engineers aren’t writers and they have other stuff to do. So here’s how to get that content from them:

Enlist a Technical Writer

Technical writers, the people who write procedures, work instructions, and manuals, have experience both with writing and with technical terminology; it’s part of their skill set to translate technical jargon into words that lay people can understand. Also, they have a lot of experience working with engineers, so they can be helpful in gleaning content from them.

Conduct Interviews

Rather than asking your subject matter expert to write a blog post or white paper or page content for your website, instead, sit down and have a conversation with the expert in question. Ask them for the information you need rather than having them provide you with what they think you need. You might come up with even more questions through the interview process that will be questions that your ideal buyers have, so that you can tailor your content to tell your potential customers what they need and want to know.

Get Source Recommendations

If you don’t understand a particular process or product that your content strategy needs to address, get the experts in your company to tell you where to get the information you need. When they’re in full crisis mode on the plant floor or swamped dealing with a rush order, the people you need info from might not have time to talk to you. But they can point you in the direction of the information you need, saving them time but ensuring you aren’t stalled either.

Use a Review Panel

When you’ve written something without the prior input of a subject matter expert, to glean more information and fill in the gaps in your knowledge and understanding on the subject, get your engineering team or the experts on the topic to look over what you’ve written. They’ll tell you if you got anything wrong and help you add anything you might have missed.

Developing a content strategy for a B2B or industrial business can be a challenge, but it’s one that’s so important to staying on the bleeding edge and remaining competitive in your industry in the digital space. If you’re ready to amp up your content strategy and boost the ROI of your marketing efforts, it’s time that you get in touch with Evenbound.

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