Anyone with a website wants to be on the first page of Google search engine rankings. And while that’s an amazing goal, most of us know that it’s easier said than done. It takes a great deal of keyword research, regular publishing of quality, original content, and more than a bit of inbound marketing strategy. If you really want to optimize your site for the web, know that you’re going to need to do some regular maintenance. Any site requires a bit of upkeep to ensure it’s totally optimized at all times, so if you’ve been looking for a checklist you can look at every once in a while to make sure your site is firing on all cylinders, then this is the blog for you. Here’s a short checklist you can use to complete an easy, regular SEO site checkup every month or so:
We’ve done a few posts on metadata, but a basic definition of it would be: the data that tells search engines what your site, and your website pages are about. If you’re looking for a quality page ranking, it’s worth it to make sure each and every one of your pages has three important pieces of metadata:
This piece of metadata is responsible for the page titles that show up in the very top of a browser window, which work to remind users what content is on each tab they have open. It’s also one of Google’s first steps to ranking your page, as it tells search bots what the content on the page is going to be about. When you do your SEO site checkup, make sure each of your pages has a title tag that reflects the keyword for each page, so both search engine users and bots know what they’re getting when they click on a link to your page.
Those little explanations that show up below the page title on Google search results pages are more important than you’d think. Most search engine users read them to see what they’re going to get when they click a link to your page, and they’re another great place to make sure your keyword shows up. In completing your SEO site checkup, you’ll want to double check that you’ve got custom meta descriptions for each page. What’s more, make sure those descriptions are under 160 characters, so Google doesn’t cut them off.
The last of the metadata components we’ll talk about, while the <meta name=”keyword” tag isn’t really used anymore, there are some other helpful tools to help you know if your page is optimized properly. If you use an SEO tool like the Yoast plugin, it’s easy to set a keyword for each page, and determine whether it’s strong enough to get the quality ranking you’re looking for. It’s also easy to tell which pages have not had a keyword designated when you’re going through your SEO checkup.
While it’s best to develop a habit of including this metadata every time you add a new page or blog post to your website, it’s easy to get busy and forget every once in awhile. That’s why a regular SEO site checkup can help ensure your website is always on track for a high ranking.
Check ALT tags
ALT tags on images are a great way to boost your SEO ranking. Not only do they give you another spot to include your keyword (if it’s relevant to the image) but they also help tell search engine bots more about what’s on your page. Since bots can’t “see” pictures, they need words and descriptions to give them an idea of what’s going on in the image. That’s where the alt tags come in. When you do your SEO site checkup, be sure to go through and make sure each image has relevant alt tags, and include keywords where you can for better rankings on searches that are relevant to you.
Check for broken links and redirects
One of the easiest ways to lose site viewers and get bumped down in search engine rankings is to have a bunch of broken links and redirects. That’s why it’s good to make sure you check to make sure all your links and redirects are working at least once a month, if not every week. If a site viewer clicks a link to your page, only to be met with a 404 error, they’re less likely to return. If search engine crawlers spot broken links, that’ll also have a negative effect on your rankings.
The best way to check your site’s redirects is to use a free tool like Check My Links, which saves you the time of checking every single page and link to make sure they’re working. If and when you find a broken link or redirect, it’s in your best interest to fix it ASAP. One great way to do that, which can work for most situations, is to use a 301 redirect. 301 redirects help maintain the ranking power from the original page, ensuring your viewers get to where they need to go, without losing any of your keywords or metadata.
Have you looked at recent Google updates?
An SEO site checkup doesn’t have to be limited to small, backend updates. If you want to ensure your checkup is thorough, you need to make sure your site is in compliance with all of Google’s indexing trends. Google makes regular updates to their indexing algorithm to ensure their results pages are offering the best possible options for users, and some of these updates can have a serious effect on your ranking if you’re not paying attention.
If you’ve missed some of those new algorithm updates, and haven’t made changes accordingly, your site could be penalized for something like a large pop-up ad on the mobile version of your site, or the lack of mobile responsiveness. There are many good ways to avoid Google penalties, but it’s a great best practice to check on recent changes through sources like Moz’s website to make sure your site is always in compliance.
Track your progress—for free
Finally, the best way to make sure you’re doing everything you can to boost your SEO ranking is to track your progress. It’s good to know that you don’t need to buy a whole bunch of fancy technology to do that effectively, either. There are a whole host of free SEO tools out there, each one offering unique capabilities that can show you where your site is lacking, and could use a bit more work. The easiest place to start is Google Analytics, since it offers pretty much all the basic information you need to know to boost your ranking, from how much traffic your site is getting to how well your paid ads are converting, but know that’s not your only option.
An SEO site checkup doesn’t have to be a big, daunting thing you need to put off continuously. In fact, the more often you do it, the easier your checkups will become. By simply remembering the most basic components of SEO: setting a keyword, including relevant metadata, and ensuring your site doesn’t have any broken links, your site will do relatively well for any low-competition keywords you’re looking to target. That said, we know SEO isn’t always the easiest thing to get the hang of. So, if you have questions about how you can improve your site’s general search engine optimization, or if you’re just not quite sure how to implement SEO best practices, feel free to get in touch. HA Digital Marketing has a team full of SEO experts, and we’d be happy to help you work to get your site the rankings you’re looking for.
The importance of inbound and digital marketing is undeniable in our increasingly digital world: we carry computers around in our pockets, everywhere we go, and we see everything through this new digital lens. As a sales professional, you know the importance too of embracing digital strategies. If your focus has always been on traditional outbound and push marketing methods, however, it can be difficult to make the transition. Here are a few things you can do to convert your sales team from outbound to inbound marketing.
Recycle mail content to email content
Any marketing materials that you’ve sent to prospective clients, you can probably send via email much more conveniently and at much less expense. This includes direct mail fliers as well as newsletters. You shouldn’t just scan a paper copy of your newsletter and send out an email blast, though. While much of the content may stay the same, digital newsletters and email marketing pieces should be made interactive—by directing people to your website or to contact your company—and should focus on relevant, educational topics that speak to your readers’ (a.k.a. your future clients’) pain points, rather than exclusively promoting your company.
Switching to email provides several advantages, such as lower initial cost and time-saving automation, but it also allows the recipient to opt-in (through a website submission form or through traditional methods of obtaining contact information) as well as opt-out. If leads can opt out of marketing materials from you, you know that they aren’t interested in your products or services, and you can focus your efforts on other potential clients.
Turn brochures and handouts into website content
Brochures are dying, and we’re really not sorry about it. That doesn’t mean that the work that went into your brochures should go to waste—it’s often a great starting point for developing website content. The content is already succinct and discusses your company’s products and services, which is what your site needs to do, too. Chances are that your brochures also contain professionally captured, high quality images of your products, key team members, and facilities, which could be incorporated into your website as well.
Business cards aren’t going away anytime soon, so keep handing those out, and include a link to your site to direct your leads to your website and the valuable information it contains about your company. Instead of forcing it on them with a brochure (that often as not, gets tossed immediately), interested parties, who are already looking for what you’re selling will find your site through search results, digital ads, and even the old standbys, like a meeting with a member of your sales team or through word-of-mouth.
Forget cold-calling, start posting
Social media is ubiquitous and inescapable—use that to your advantage. Again, it can save you money on advertising, and it has better reach than older tactics. We talk about LinkedIn all the time when it comes to B2B marketing, because it’s an excellent tool; want to target people with specific job titles at specific companies with information about your services or products? You can do that with LinkedIn. (Check out 6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy for more on LinkedIn.) There are numerous other platforms that can be of use, too, depending on your industry and target audience, and they all allow you to communicate with hundreds, thousands, even millions of people very easily, and it allows them to communicate and interact with your company as well, pulling them in, rather than pushing out to them.
Social media is also a great way to promote and get people interested in some of the things your company has already created. Take your white papers, reports, forecasts—anything that might be valuable and interesting to your target buyers—and digitize it. Turn those things into blog posts, ebooks, infographics, etc. and put them on the web. Then use social media to let people know where to find it and how it can help them with their business’s challenges. These strategies draw in interested parties, bringing the qualified leads to you, rather than the other way around.
Don’t think that transitioning from an outbound to inbound strategy means that you have to reinvent the wheel—you don’t. In fact, many outbound strategies are easily digitized and can even supplement your newly implemented inbound strategies. Start with the amazing content and resources that you’ve already cultivated, and work on making them digital friendly. When the leads start pouring in, your sales team will know just what to do.
Want to know more about digital strategy and how HADM might be able to help in your shift to inbound marketing techniques? We’d love to hear from you. And for more information on boosting your B2B’s inbound marketing power, check out this exclusive guide to Inbound Marketing, specifically for B2B manufacturers:
When you’re working to market your home building company, you’re looking for the right kinds of clients. In general, most home builders are looking to break into a market at a higher price point, and that’s not always easy to do. There’s so much competition in the housing market these days, and it’s tough to compete with builders who’ve been serving that particular market for years. It comes down to establishing yourself as a quality builder in the market you’re looking to target, and getting the word out about your home building company to exactly the types of home buyers you’re looking for. So whether you’re looking to build in the $1 million price point or the $500,00, here’s how to make sure you’re creating content that targets the right people, and pulls in the right jobs to set your company apart in your desired market:
Set a Buyer Persona
To create content that reaches your ideal buyer, you first have to know who your ideal buyer is. This is perhaps the most important step when it comes to content creation for home builders. If you create content for the wrong buyer, you won’t get the jobs you want, and you may be forced to fill your schedule with projects that don’t really fit your company’s niche. So before you do anything, do some research.
What does your ideal buyer look like? Are they a young couple looking to start a family? Or maybe the buyer with the money to build one of your homes is an empty-nester who hasn’t yet retired. You may end up with more than one buyer persona, but we recommend you limit yourself to three, for now. This is because your buyer personas need to be thorough. You have to know what that buyer makes, what they do for a living, what they do in their free time, how many kids they have, and have a general sense of what they’re looking for when it comes to their new home.
It’s also important to figure out who the decision maker is. Even if you typically work with couples, it’s likely that one of them has a bigger say when it comes to who they want to hire to build their home. Once you’ve figured out who’s most likely to be searching for your business online, you can start to create content that directed towards them.
Creating Content that Works
After determining your target buyer persona, it’s time to actually create the content. Whether your website hosts a blog (which we highly recommend) or you’re just creating content for your social media or Houzz accounts, it’s important that you’re putting out content that has legitimate value for your target buyer. What sorts of questions are they likely to ask, and what information might help them get closer to choosing a home builder? You’re looking to create content that’s thorough and shareable. Thorough content answers people’s questions in a way that’s satisfying, and shareable content ensures that your name gets more and more visibility on the internet.
Remember that you can’t just create quality content whenever you feel like it. We know you’re busy, and content creation is something that’s likely to get pushed to the wayside. But when you’re only posting once every two or three months, it doesn’t give clients a lot of confidence in your communication abilities, and it will hurt you when it comes to search engines. Google likes websites that post regularly, and social media platforms prefer users who keep up their presence at least on a weekly basis. So if you’re going to create content that truly gets the attention of your target buyer, then make sure you’re putting it out on a regular basis.
Post that Content at the Right Time
In addition to ensuring that you create the right content, regularly, it’s a good idea to put some thought into when you post that content. There are definitely times when more people are on social media sites, like at lunch time and in the late afternoon when work hits a lull. But it’s important to determine when your target buyer is online. For this, you might have to do a bit of research, but just knowing your ideal buyer’s daily routine might help as well.
For example, if your target buyer is a high-powered businessman, you might be best served putting out content early in the morning, when he’s reading the news or going over emails, or late in the evening, when he’s finally getting home from work. Oppositely, if your ideal buyer is a stay-at-home mom, you’re probably going to get more engagement in the afternoon after she’s finished a lot of her daily errands, and the kids are still at school.
Put a bit of time into researching when your ideal buyers are online, and make sure you’re posting content when they’re sure to see it. With so many people online and on social media these days, it’s easy to get lost in the sea of everyone posting and sharing content. When you optimize the times that you post through research, you have a better chance of making your content visible, and pulling in some of those ideal buyers with your quality content.
Engage on Houzz and HomeAdvisor
Home service directories like Houzz, HomeAdvisor, and Angie’s List are the ideal place to interact with people who already want to learn from what you have to say. These directories are full of people gathering ideas for their new home or renovation, and it would be a shame to miss out on such an ideal audience. If you don’t already have an account, make one! Then you have an easy secondary platform to share your quality content with people who will genuinely want to read it.
What’s more, it’s easier to get your home building content shared on sites like these, where the users are all looking for information on home building tips and tricks. By increasing your engagement on home service directories, you’re likely to start building relationships with more and more users who fit your target buyer persona.
Keep up on Social Media
We mentioned that posting regularly was a good way to make sure your content gets read, but keeping up on your social media is just a best practice for any home builder. If you regularly engage on your social media platforms, even if it’s simple things like sharing other relevant content, or posting a few before and after pictures, you’re more likely to get more followers, and keep them. The more followers you have, the wider reach your content will get. That means more people sharing your content, which means more eyes on your content from legitimate potential clients. It’s in your best interest to keep up your social media engagement, even if you’re just sharing one thing a day, and posting new content once every other week.
By following these content creation best practices, you’ll be able to reach your ideal buyer and begin to draw in more qualified leads. Targeted content is a great way to help you break out of your current market, and start scheduling the jobs you really want. If you have more questions about targeting your ideal buyer or creating quality content, don’t hesitate to get in touch. HA Digital Marketing works with a number of home builders and home developers, and we’d be happy to help answer any questions you have about the powers of inbound marketing.
To see how we generated a massive number of sales leads for lakeshore custom home builder Bos Homes, check out the case study below:
Customer lifetime value (CLV) is the amount of money you can expect to make from a client over the course of your business relationship. Fostering a good relationship with your customers can increase this lifetime value, and there are a variety of digital marketing tools you can implement to help nurture those relationships. Most of these tools fall into two categories––segmentation, and tailored content. By performing just these two basic steps, you can seriously increase the customer lifetime value, ensuring you’re providing your clients with quality customer service, while increasing your ROI at the same time. Here’s how to get it done:
The first step to increasing customer lifetime value is to segment your customers into groups based on shared traits, such as revenue or industry. This will allow you to determine the shared characteristics of clients in these segments—their wants, needs, and pain points—and make product or service changes to meet those needs, as well as create content that addresses them.
Once you’ve segmented your customer base, you can determine which of those segments is the most valuable to your company, and you can focus your marketing efforts on attracting and retaining clients in this segment. By focusing your efforts on the most valuable client segment, you attract and retain more clients in this segment, increasing overall customer lifetime value, as well as extending CLV for this segment.
Create content that addresses the pain points that your customer segments have at each stage of the buyer’s journey, including post-sale. No matter what products or services you offer, you can provide information that will increase the benefit your customers derive from their purchase at all steps of the buyer’s journey, which ensures you keep previous clients, as you’re gaining new ones.
Use your segments to tailor follow-up messaging to the client type’s needs with relevant content, news, and offers. You can also take time here to thank your clients for their purchase—clients who feel that their business is valued and appreciated are more likely to be loyal customers. Follow-up messaging also provides an opportunity to collect feedback from customers that you can incorporate into improving your product, service, or customer experience.
To improve customer lifetime value, you need to do two things: attract clients with a higher initial customer lifetime value (marketing) and extend the customer lifetime (retention). Through strategic messaging and content creation, you can attract more clients from your ideal buyer type (buyers in the highest CLV segment) and retain your best clients, increasing their lifetime value.
If you’re interested in using digital marketing to attract new leads and increase retention and customer lifetime value, HA Digital Marketing can help. For more information on using inbound marketing to your advantage, be sure to check out our Inbound Marketing Guide specifically for B2Bs:
Real estate developments are a bit unique when it comes to digital marketing. The interesting thing about a development’s website is that it doesn’t stay up forever. You get your real estate development set up, you fill lots and sell homes, and once you’re done, so is your website. Compared to most websites out there, a housing development website has a relatively short lifespan, maybe a few years at the most.
As you likely know, you need a website and a solid web presence to sell lots in your development, but because of the short lifespan, you also need to get a website up, get it out there as quickly as possible, and then take it down as soon as you’re done with that particular development. This presents some unique SEO challenges. Since your real estate development website will only exist for so long, here’s how to make the most of your digital marketing efforts by putting out a quality website that attracts the right clients, quickly:
Laying the framework
Before you can get into any serious SEO or technical improvements to your website, you have to actually come up with a website that features quality content. To do that, it’s paramount that you answer the following questions:
What makes your development different?
These days, there are developments popping up on just about every corner. How does yours stand out? Are you offering special, no step floor plans for older residents? Is your development set in a location like no other? We’ve worked with a number of real estate developers, and we’ve always found that the ones with a special niche––sustainable mountain living communities, for example––tend to do better than those that are generic or seem cookie cutter. It’s important to have at least one major selling point that helps you stand out from your competition, whether that’s your quality of building, or the amenities that your housing development offers to residents.
What benefits does your development offer to potential buyers that your competition does not?
It’s easy to get caught up in the awesomeness of your own development. Many real estate development websites fall into the trap of shouting their greatness to the rooftops. While we know you’re great, and we’re certain you’re offering your clients top-of-the-line service and quality, it’s important to focus more on what benefits you’re offering potential buyers, rather than all of the positives of your company. You need to determine what it is exactly that you’re offering to your residents that others are not, and you have to explain how that benefits them.
Maybe that’s a peaceful lifestyle in the mountains, or maybe it’s a sustainable living community where residents work together to curate a community garden or implement backyard farming techniques, but whatever it is, make sure that the benefits to the buyer have more emphasis than your general greatness. Consumers are already wary of the “hard sell”—businesses telling them that they’re the best in the world or the country—so you need to show them exactly why your development is right for them.
Who are the right buyers?
To be able to highlight your benefits effectively, you need to know who your ideal buyers are. That doesn’t just mean knowing what price point they’re willing to pay, or whether they’re male or female. While those are important considerations, it’s more prudent to have a comprehensive idea of exactly who your real estate development is targeted to. Are you looking for younger families who want to move into a long term home? Or is your development more geared towards older, empty nesters who want a housing community that’s a bit quieter, but near a city where they can take in arts and culture at their own leisure?
Once you determine exactly who your ideal, target buyers are, and what they’re looking for in a home or community, you can create content that addresses their specific questions and concerns, and you can begin to put together ad campaigns that are directed towards that unique demographic. This ensures that your marketing techniques are created and implemented with purpose, and towards someone specific. In the long run, this will help earn more qualified leads, and fill up your real estate development faster.
Boosting your online presence
After asking those three positioning questions and determining your answers, you’re ready to put that information into your real estate development’s website. You’ll want to ensure that your website addresses those questions mentioned above: talk about how your development sets itself apart from your competition, and make sure you highlight the benefits that your specific, target buyer is likely to appreciate. And once you’ve got those three questions written into your site content, begin to optimize the site as a whole, and boost your web presence with these four major SEO methods:
High quality imagery
You have a beautiful housing development, show it off! You want to give potential buyers the ability to truly picture themselves living within your unique community. High resolution photos that clearly show the development, as well as some of your already completed homes, offer that possibility. What’s more, studies have shown that site viewers are more likely to stay on a webpage longer if it has multiple relevant, high quality images. The longer site viewers remain on a page, the better your search engine rankings, and the more likely those viewers are to contact you regarding that development.
So, invest in a reputable development photographer who can capture the essence of your real estate development, both outdoors and indoors. The more images you have, the better. If you’re not sure where to put some images, create a gallery. Then, site viewers can scroll through to get a better idea of what their life would look like if they chose a home in your development. You’ll keep them on the site longer, and you’ll entice them to come looking for more information.
Keyword rich pages
If you know anything about digital marketing, you know that keywords are a big deal. Keywords are the number one way that search engines like Google and Yahoo categorize and rank web pages when a user searches for something. A good way to ensure that your site is ranking for keywords that will boost your site’s visibility is to determine what your clients are searching for. Is it “real estate development in North Carolina”, or is it “new home, Grand Haven MI”? Do a bit of keyword research to see what you need to be ranking for, and where your website is currently falling on search engine results pages for the keywords you find are most relevant to your industry.
Then, implement that extensive keyword research into your website’s pages. While you don’t want to keyword stuff, by putting one word in a web page 20 or more times, you do want to make sure you’re using relevant keywords and their synonyms organically and in a way that sounds normal to your potential buyers. Sprinkle those important keywords into your content naturally. Soon, you’ll begin to see your site pop up higher in search engine results pages in no time.
Regular blog posts
Another way to boost your online presence is to regularly create blog posts that address the questions and concerns of your potential buyer. For example, if you were selling lots on a development that emphasized a “sustainable community” you might offer some blogs on the benefits of sustainable living, or how to successfully grow a community garden. These are topics that your target buyer is certain to be interested in, and that are also highly shareable. Though their topics may not be directly related to the process of selling homes and lots, these blogs are sure to draw in viewers who are interested in living in the type of development that you’re providing. Once they read one of your blogs, they’re likely to read more. By addressing these target buyer’s interests, questions, and concerns on a regular basis, you’re more likely to draw them in, and get them interested in your real estate development.
What’s more, when you’re blogging regularly about topics relevant to your target buyer, using some of those researched keywords you implemented into the rest of your site’s page content, you’ll begin to see more improvements on search engines. Websites like Google prefer sites who regularly update, refresh, and put out new content, especially content that is keyword rich and useful to their searchers. The more regularly you blog, the more of an online boost you’ll begin to see.
Targeted Facebook and Adwords campaigns
The final, perhaps most effective SEO tool for any real estate development is paid ad campaigns. Like we mentioned before, your site goes up quickly, and it comes down just as soon as you fill your lots. That means it’s important to get the word out about your development as quickly as possible. There’s no more effective way to target your ideal buyer than through Facebook and Adwords campaigns. These advertisers have the most advanced demographic targeting software, and can get you a very high number of qualified leads in a very short amount of time.
One of the best ways to get your new site out in front of target buyers is through Facebook ads. Facebook has the power to group users according to age, gender, geographic location, personal likes, and even professional position. That makes it a powerful tool on which to market your real estate development. You can create ads that link to your new website or blog full of helpful content, and put them out to only the people who genuinely care about the information. This increases the number of qualified leads you’re getting, ensuring you’re only spending ad money on legitimate potential clients.
Adwords works much the same, though it targets based on keywords rather than user demographic. You can create adwords campaigns around the extensive keyword research that you’ve already done. These campaigns ensure that your site shows up at the top of the list when someone searches, “new homes for sale in Spring Lake, MI”. By creating highly targeted ad campaigns, you’re only spending money on web users who are likely to convert to leads. This seriously increases your ROI, and boosts your web visibility in a way that’s cost effective.
Real estate development websites can be tricky to market. They need to be aesthetically pleasing and relevant to target customers, but they need to generate a ton of visibility right off the bat. If you’re having trouble getting eyes on your real estate development’s website, get in touch with the crew at HA Digital Marketing. We’ve successfully worked with a number of real estate developers across the country, and we’d be happy to help. For a look at how we generated 41 unit sales for developer Sovereign Oaks in just 12 months, check out the case study below:
Content marketing in the B2B space can seem difficult. After all, your company’s products and services are a little more niche and a lot less sexy than most consumer goods. Despite all that, it is possible to create great content for your B2B that generates leads and enhances your brand reputation. Not only is it possible, but it’s necessary as more and more industrial sourcing is done online. So how do you develop successful content for your B2B? It just takes these 5 simple steps:
#1 Identify a target
Or, as writers like to say, know your audience. You need to have an idea of who you’re writing to in order to create successful content for your B2B. As the content creators, we really only see our half of the process—the creation—which means from time to time we fail to account for the fact that content is a conversation with other people.
So, who is your target audience? It’s the people who are buying and using your product or service. For example, if you manufacture components for motorcycle engines, your target audience could be Sourcing Specialists or Product Engineers at a motorcycle manufacturer. Learn as much as you can about this target audience, what challenges they face in their role, what they’re looking for in a supplier, and how your product or service offerings could make their jobs easier.
#2 Say something worth saying
Once you know who your target audience is, and what they do, use that information to create content that is relevant to the challenges they face and the value your offerings could have for them and their company. Overtly promotional content that is focused on your company/service/product is not going to engage your readers—it needs to be useful to your readers; so, instead of a post outlining all the reasons why your company is the best supplier of your product, say auto parts for example, write a post on how to select the right auto parts supplier. That will be content that is both useful and relevant to your readers. Not only do you help them with one of their challenges—finding good suppliers for the components they need—you frame frame your company as one of those good suppliers.
#3 Say it well
We know that your engineers and technical guys are smart, and that they know what they’re talking about. But your readers might not know what they’re talking about, and the content you create needs to be accessible to your readers. That means it needs to be well-written (good grammar is important), it needs to use the right keywords for SEO (search engine optimization), and it can’t be too technical for your audience to understand—so don’t let your engineers write your content. Don’t. (Or if you do, have it edited by a writer.)
#4 Promote like crazy
If good content is published on your site and no one reads it, does it still compel your target audience? No! For your content to be successful, people need to see it, and to see it, they need to know it exists. How? Promotion. When you publish new content, you need to let your target audience know where it is and that they should check it out. Share it on LinkedIn, include a link in your email newsletter, use all relevant platforms to get the word out, and get people interested.
#5 Set a schedule
Nothing will kill your readership like sporadic publication. Once you know how to create quality content, do it on a regular basis. Quantity is almost as important as quality here, so make sure you’re posting at least once per month. This keeps your company fresh in the minds of your target audience, and ensures that what you’re creating really is successful.
If you follow these guidelines, and you follow them regularly, your content is going to start to attract readers from your target audience. So long as you keep them interested, those readers will convert to leads, eventually becoming clients! If you have more questions about creating compelling, successful content for your B2B, or even if you’re looking for a hand with your manufacturing company’s inbound marketing strategy, give the experts at HA Digital Marketing a call. We can help.
For more information about creating an inbound marketing strategy that gets you the leads you want, check out our Inbound Marketing Guide just for manufacturers and industrial B2Bs like you: