We write a lot about LinkedIn as part of an inbound digital marketing strategy for B2Bs. That’s because it’s an extremely useful and underutilized social media tool, with applications that are particularly suited to industrial manufacturers and other B2Bs. To help you truly take full advantage of this platform, we’ve compiled all our content on LinkedIn in one place for you. Click the header of the section most relevant to you for more in-depth information on using LinkedIn to promote your B2B.
LinkedIn Ads are one of the best forms of PPC for B2Bs for numerous reasons, the most important of these being that your audience, business professionals in your industry, is using LinkedIn, and you can target them with a great deal of accuracy, almost down to the exact person you want to sell to. Plus, LinkedIn offers comprehensive metrics to help you improve your campaigns and discover who you’re reaching.
Creating LinkedIn Content
A major benefit of LinkedIn is its publishing platform, which allows you to produce and promote content to your professional network and to others in your industry, boosting your credibility and name recognition. But just because it’s easy to hit the publish button doesn’t mean you should be posting anything. With LinkedIn and other online content platforms, it pays to be intentional with your topics, titles, length, and all other aspects of your writing.
LinkedIn also has a great way for you to showcase specific products or services with their Showcase Pages. These pages create curated feeds that users can follow, and where you can post and share relevant content. They’re a useful way to organize content as well as segment and target specific customer types with specific interests and needs.
LinkedIn has a ton of features that you can be using to market your business, from the social networking features like sharing content and making connections to advance search and premium accounts. And when we say easy ways, we really mean easy. These features are all just waiting for you to take advantage of, and require little expertise or time to get started.
Company pages are an excellent tool for marketing with LinkedIn, but you’ve got to be intentional about how you build your page to attract your ideal clients. Our visual guide will help you create the perfect page for your company and enhance your online presence and social impact.
If you’re ready to expand your digital reach and start using LinkedIn to its full potential, Evenbound can help. We have a lot of experience with LinkedIn, content creation, inbound marketing, and PPC advertising, and we can create a digital strategy that gets results. Get in touch and let’s get started.
If you want your home building company to stand out online, professional photography is the first step. Your buyers are already online, and as they’re flipping through photos of houses on Zillow and Trulia, you want them to stop on your property. How do you impress them? With awesome, high-quality photos of your amazing work. If you’ve been considering professional photography for your home building company, but just aren’t sure it’s worth the investment, here’s what you need to know:
Why Should your Home Building Company Hire a Professional Photographer?
Professional photography is an absolute must when you’re building out a professional home builder website. Whether your website already exists and you’d like to update, or you’re thinking about getting a website for your company, one thing you definitely shouldn’t skimp on is photography. And really, it makes sense — most people buy a house because of the way it looks. Sure, most people want a home that’s structurally sound, but 9 times out of 10, the real deciding factor is what it looks like. Professional photographers are a must for any home builder looking to drive quality digital traffic, and here’s why:
Draw in More Qualified Buyers
The better your pictures look, the more quickly people will convert. If you’re putting your best foot forward online — on websites like Trulia and Zillow, as well as on your own website — it’s easier for potential buyers to picture what their own lives will look like in your houses, which makes it easier for them to pick up the phone and call.
Highly Shareable on Social Media
Another great benefit of high-quality home photos is they’re highly shareable on social media. People on almost every social media site — from Pinterest to Facebook — love a great photo of a breathtaking home. And if they really like your photo, then they’re likely to share it, which means your home makes it onto more people’s social media feeds. This expands your digital reach, and can help increase the number of qualified leads you have calling in, as it simultaneously expands how many followers you have on social media.
They’re More Attractive
The bottom line is that a high-quality photo is simply more visually attractive than a grainy photo someone took with their smartphone. Consumers love to look at really beautiful homes, and professional photography ensures your homes fit in that category. With professional photography, you ensure your business, and your brand, appear visually attractive and professional across all platforms. This is key for home builders, especially if you’re trying to break into a higher price point. Professional photography can convey the class and elegance you need to represent to attract buyers willing to make a larger investment.
So, it’s pretty clear why professional photography is so great — it positions your company as a professional, high-quality builder who can put out elegant homes — but how do you hire a professional photographer you can trust to convey that vision of elegance?
Hire an Architectural Photographer
First and foremost, it’s important to hire a photographer who has experience with architectural photography. There are tons of photographers out there who have experience doing work for realtors and housing developers, so be sure to choose someone who knows how to do the photography you need. Taking photos of houses is a little bit different than taking family portraits, and an architectural photographer will know just what to do to ensure your staged houses look like someone’s future home.
Before you hire any architectural photographer, be sure to look at the portfolios of some of your top candidates, and pay special attention to the lighting in their sample photos. Does the lighting they’ve used make the homes look larger, or smaller? Does the light seem warm and inviting, or too dark on the edges, and overexposed in the center? Quality lighting is absolutely key in architectural photography. Many homes are much bigger than the lens can capture, so quality photographers know how to play with the light, and add in additional lighting in places with really high ceilings, so the home doesn’t look smaller than it actually is. Be sure to take a good look at your professional photographer’s portfolio before finally making a hiring decision.
Know Your Rights
The last thing to do before finally hiring your photographer is to know your rights. There are tons of different intellectual property and copyright licenses you can purchase from your photographer, but it’s good to know that most home builders usually don’t need exclusive rights. If you think about it, you’re probably only going to use the photos you have taken for a year or so, until you sell the house you’re advertising.
So, it doesn’t really make sense to purchase all the rights to every photo you have taken (it can also be very expensive). Talk to your photographer about purchasing the temporary rights to the photos he or she takes of your homes. That can be much cheaper, and then you won’t have to keep paying for those photos long after you have a use for them.
High-quality photography is one of the key ways home builders can set themselves apart online. The homes you build are your product, and they’re your best advertising resource as well. If you invest money in making your homes look good, you’ll be investing in your company’s professional image. Best of all, you can share those photos to get people excited about the work you’re doing, and grow your digital following at the same time!
Still not sure where go with your home building company’s digital marketing strategy? Evenbound can help! We often work with custom home builders and home developers to boost online traffic, and increase ROI. Check out the case study below to see how we helped push one senior care residence to the top of the market:
The last time you wanted to know something, what did you do? There’s a pretty strong chance that you Googled it. That’s how we find out whether the actor in the show we’re watching was in that one movie and it’s how we find service providers when we need a new roof, the gutters cleaned, or an attorney. As a service provider, if you’re not taking advantage of your Google My Business Listing, you could be missing out on these opportunities.
What’s a Google My Business Listing?
When you search for something on Google and one of the top results is a business, the Google My Business Listing is what shows up on the right-hand side of the page with links for directions, website, etc. It usually contains photos of the business, the address, hours, phone number, and any reviews.
These listings are automatically created by Google based on activities like creating a website for your business, people checking in at your business, and information about your business on other sites. Because this information is being pulled from a variety of sources that may or may not be up-to-date or accurate—and because Google users can make changes to the listing without notifying you—the information there may be incorrect.
How can you take advantage of your listing?
The first step is to claim and verify your listing through Google. This allows you to have some control over the listing and ensure that the information on it is accurate. Go to https://www.google.com/business and complete the form there to claim and verify the listing.
Once you’ve done that, you can log in to Google My Business to manage the listing. There you can see if anyone has made updates to your listing and review those changes, giving you the chance to remove any info that is incorrect.
You can also add posts to your listing, which can serve as free advertisement. In the Google My Business dashboard, you can create these posts, which can include images, calls-to-action, and even links to your site. These posts are great for promoting sales, events, products, or good publicity that you’ve received.
A particularly useful feature for service-based businesses is the Booking button feature, which works with your integrated scheduling software to allow people to book appointments right from the listing. If you’ve ever booked a flight through Google, it works just like that. It’s super convenient, and it makes it so quick and easy for someone to become a customer.
Good reviews are also critical for service providers, and Google reviews are definitely influential to potential clients. You can ask satisfied clients to leave honest reviews for your business on Google, and if you’re managing your listing, you’ll be aware when false, malicious, or particularly negative reviews are made so that you can address them quickly.
Managing your business’s presence on Google is just one of the many ways you can use your online presence to reach new customers. If you’re interested in learning how digital marketing strategy can work for your service-based business, get in touch and let’s get started.
Manufacturing buyers are not going to the Yellow Pages to find suppliers anymore: they’re searching online. If you want those buyers to find your company, you’re going to have to show up in the search engine results, and to do that, your site needs to use SEO best practices.
Quick Refresher: What’s SEO?
SEO stands for search engine optimization. SEO practices are things that best allow search engines to crawl and understand your site, making sure it shows up as a result in relevant searches. SEO strategy involves how you structure the pages on your website, the keywords you use, how often you add and update content, and how content is tagged, among other things.
Why is SEO So Important for B2Bs?
Like we said earlier, the people who are looking for your products and services are looking online. And, unlike B2C products, traditional advertising doesn’t do much for B2Bs. Have you ever seen ads for washing machine screws or rearview mirror assemblies? Neither have we. While a brand of soda might appeal to a lot of people and draw a lot of attention, your products or services are targeted toward specific applications in specific industries, and you need to target those potential customers with your digital marketing efforts.
SEO for B2B manufacturers is what will help people find you, and more specifically, people who want what you’re selling. That’s because SEO entails strategically using the same words your ideal customers are using when they search—keywords. When you use the right keywords, people who are looking for the services or products you offer, even searchers who have never heard of your company or don’t remember your company’s name, will find you.
SEO draws more people to your website, and that is the best way to get your site higher in search engine rankings and to convert interested site visitors to sales leads. The higher your site ranks in the search engine results, the more likely it is that potential customers will see your site and navigate to it. Plus, internet users are savvy, and they are more likely to click on a top organic search result than a paid search ad.
Additionally, the content you create when you implement SEO practices like blogging will help you establish authority in your industry and build trust and credibility with future customers. If buyers appreciate and trust the information you provide them, they’re more likely to purchase from you.
Think it’s about time to start implementing SEO practices on your site? Evenbound can help! We’ve worked with a number of B2B manufacturers, and have delivered serious results. Check out this case study to see how our inbound marketing strategy can help you get on page one:
Whether you’re a B2B, a home services pro, or a housing developer, you need leads. For every business, leads, calls, conversions, and a potential client picking up the phone to say “I need your help” is the goal. If you’re working on your website and digital marketing strategy, you probably already understand the importance of those leads, but what might not be so clear is how to get them.
Building a website that drives leads, calls and conversions can take time, but it is doable. And once you get it working for you? Your entire sales team will have additional hours to work with existing clients, building your base of dedicated customers. On the whole, calls and conversions make your life easier, and generate more revenue for your company. But if you’re just starting out, you may not have figured out how to drive those conversions online yet. Here are a few website strategies you can employ to give your digital marketing strategy the best chance at boosting your leads:
Make it Easy
Before we talk about anything else, if you want to increase calls and conversions, your fundamental goal should be to make your clients’ web experience as easy as possible. The easier it is to navigate, find information, and call or reach out, the more likely you are to get those conversions. In every web improvement you make, you have to ask: does this make the viewer’s life easier? If the answer is yes, then make the change. If it’s not, there’s a potential that your conversion rate will drop. With the concept of making the buyer’s journey easier at the front of your mind, you’re sure to implement changes that will help boost calls and conversion.
Keep Design Simple
Consumers are creatures of habit. While they like something to look fresh and new, anything too wild is likely to put them off. Keep that in mind while building your website. You need something that looks upscale and professional, but you don’t need to reinvent the wheel. Go for a style that’s very classic and clean, with high-resolution photos and an easy, clear navigation menu. This makes it apparent that your company is professional, but it also helps make the user experience simple and seamless, meaning it takes less time for them to figure out your website. The quicker they know where everything is, the quicker they’re going to call or message you with their question.
Because consumers are (like we said earlier) creatures of habit, it’s a good idea to place things where they’ll expect them. You should always have a “contact us” button on the top right of your website, because that’s where most consumers will look for it, and it’s where they’re used to seeing them. Placing buttons and click-to-calls exactly where consumers expect them to be is a surefire way to help customers covert quickly.
Make it a Button
If you want people to get in touch, you need to make that very clear, front and center. The best way to do that is to make a button. Whether you were linking to a landing page, offering a free download, or requesting that people call you, the bolder it is, the more likely people are to see it, and follow through on that action. That’s why call-to-action buttons work. They’re bright, they’re bold, and again, the consumer is used to seeing them, so they have a good idea of what will happen when they click. Buttons offer the perfect way to call out those opportunities for leads to call and convert, making it easier still for people to contact you.
Why do people call you?
Typically it’s because they think you’re the best for the job. Whether you have the best prices or seem the most trustworthy, people will call or email you when they’re convinced that you are their best option. The absolute best way for you to make that clear is to feature testimonials and client reviews.
Let your previous work speak for you! If you did a really great job on a house, or you know a client that loved working with you, have them write a short sentence or two, and put it on your website. Nothing builds consumer confidence more than seeing that other consumers—just like them—had a great experience with you. The more comfortable new site visitors feel with your company and your level of service, the more likely they are to call you. So, put those testimonials on your website. And if there’s a clean, logical way to place them next to a call-to-action, do that too. That way, as soon as they read all of those great things other people have said about your company, they can pick up the phone and give you a call.
Add a Chat Tool
Today’s consumer wants instant answers. They appreciate a company that can solve their problem, right now. One easy way to implement that idea for your own business is to add a chat tool. A small icon on the bottom of your consumer’s screen, it just lets them know if they need help right now, there’s someone there for them. It’s a great way to get simple questions answered, and to start building a solid relationship, so when that client makes the final decision to buy — you’re the one they turn to. A chat feature is easily added to your website, you just need to make sure someone is monitoring it during the day, and you turn it off when no one is in the office.
Consider Adding a Headshot
Though this may seem small, adding a headshot can actually do a lot to help boost calls and conversions. In today’s virtual world, many consumers feel a disconnect when they’re browsing the web. It’s easy to forget that there are real people behind the companies you’re looking at, and the services you’re looking for. A small headshot next to your call-to-action button or on your chat tool will remind potential clients that they have the opportunity to talk to a real person who can answer their questions. In today’s virtual world, person-to-person communication is a big deal. A small headshot is a quick, easy addition that can make a major difference because people are able to see exactly who they’ll be working with and talking to—a personal experience they might not get anywhere else.
In the end, the best way to boost calls and conversions is to make sure that you’ve made your website user experience as easy as possible. If potential clients can find the information they’re looking for quickly and efficiently, they’re more likely to convert. Your website design should work in tandem with quality content that answers questions and solves problems. While that content will pull them deeper into your site, convincing them further that you’re the right company for the job, when they’re ready to make a decision, your calls-to-action and content offers will be there to help them convert easily.
Inbound marketing is one of the buzzwords in the marketing community, but to B2B manufacturers, who historically haven’t invested much in marketing, it’s unfamiliar. Inbound marketing is the new way to reach customers, and unlike traditional methods of advertising like print ads and TV commercials, it’s not just for B2Cs. Inbound techniques attract buyers who want, need, or are interested in your offerings to you when they want information about your products or services or are ready to make a purchase. Like the way that sounds? Then you need to hire an inbound marketing company.
What Do Inbound Marketers Do?
The goal of inbound marketing is to bring clients to you, bring them inbound, rather than having to reach out to them with outbound, interruptive marketing like traditional ads. So a large component of what inbound marketers do is create content that will attract clients to you, and most of this is online. First, they determine who your ideal client types are and what needs, questions, and concerns those ideal clients have. Next, they create a variety of types of content that address those needs, from your website page content to downloadable ebooks to blog articles to emails. Then, inbound marketers set to work promoting that content so that those potential customers can find it.
Why Do You Need an Inbound Marketing Company?
Short answer: because you’re experts in what you do, and they’re experts in what they do. Inbound and digital marketing is a complex field that is constantly changing, and if you’re not an expert marketer, there are a lot of ways you can go wrong and a lot of opportunities that you can miss out on. Inbound marketing is all these companies do, and they’re very good at it. They hire skilled content writers, web designers, search experts, and social media strategists who know exactly how to target the buyers and companies you want as customers. Have you seen how engineers write? Do you think prospects will want to read that? Yeah, we don’t either.
How Do You Choose the Right Company?
A good inbound marketing agency is going to practice what they preach and have a good online presence with strong content (*cough* humblebrag *cough*). They’ll have a history of working with B2Bs and industrial manufacturers, so they’ll speak your language, and they’ll also have case studies with hard numbers that prove how effective their marketing strategies are.
If you’re ready to take advantage of inbound marketing and the digital space, you need to contact a digital marketing agency, and we think it should be Evenbound. We’ve successfully helped B2Bs improve their websites, use paid search and PPC ads, increase website traffic, and, most importantly, bring in new leads and prospects. Get in touch to find out how we can do that for your company. Still want to know more about inbound marketing? Check out the case study below to see how inbound marketing and HubSpot helped this manufacturer get ahead of the competition: