Top Industrial Internet Marketing Programs for Manufacturers

Recently, we read an article about the top 4 Industrial Search Engine Optimization Programs for Industrial Marketers.  These strategies are listed below; we warn of the caveats of each one when not implemented correctly, however we do not want to diminish the importance of each strategy either. The top 4 Industrial Search Engine Marketing Programs for Industrial Marketers include:

1. SEO and SEM - Website Search Engine Optimization and Marketing.

2. PPC - Pay-Per-Click, Sponsored Search Positioning Strategies defining how industrial manufacturers can make use of programs like Google Adwords, Microsoft AdCenter, and Yahoo! Search Marketing.

3. PR, Internet Press Releases for Industrial Marketing.  Explaining how important news is to the Search Engines.

4. ThomasNET and GlobalSPEC - We explain the pitfalls of these industrial register programs and what to watch out for when deciding to use this Industrial Service

While it may be true Industrial marketers view e-business as mission critical. An overwhelming 90+% of industrial marketers believe e-business and online marketing are important for their company. It may also be true that a good Industrial SEO strategy will yield the greatest ROI on your invested dollar.  It's certainly true that design, implementation, and launch of a new industrial website is the best time to implement and examine the Industrial Internet Marketing Strategies mentioned above.  So, let's take a look awhat to watch out for, or the common mistakes industrial marketers and industrial SEO firms make when implementing site strategies.

These may be the top 4 Industrial Marketing Programs but beware of the following pitfalls:

SEO and Product Discovery - an Introduction to Pull Marketing
An SEO project plan, should identify your current web position with regards to product, competition, keywords and phrases, etc.  Done correctly SEO should increase traffic to your industrial manufacturing or distribution website, removing any barriers to efficient search engine indexing.

Web Analytics: A great Place to Start

A Good Industrial Marketing and SEO program starts with Website Analytics to:

	Monitor your bounce rate (Industrial Engineers that leave immediately by hitting the back button)
	Explain which search engines work for you and which ones do not.
	Which keywords and phrases work and inherently which ones need work.
	Who links to you?
	What your conversion rate is.
	Where your audience is geographically.
	And much more...

Industrial WebSite Design

You may have a great Industrial SEO strategy, where your industrial company or product is placed on page 1 of Google, Yahoo! and MSN.  The problem is that if your site does not expound value to the visitor then most likely your site will still drive traffic to your competitors.  Consider:

	Your site is poorly designed.
	Is hard to navigate.
	Is 90's looking
	Who links to you?
	Brochure ware.
	Poor usability.

Industrial Web Catalogs

Industrial Business Marketing focuses on site design and navigation as well as adding sticky items like industrial interactive catalogs, ecatalog product wizards that walk the end user step-by-step through the process of finding and applying your industrial products.  An industrial interactive e-catalog will help your end users discover your products.  However, you should remember that:

	An interactive web catalog should never return the dreaded "0 products found" (this all to common in industrial web catalogs)
	An industrial catalog must include dimensional data, performance data, design guidelines, and product characteristics within its search.
	Online Catalog Software can be complex and difficult for search engine spiders to index.
	Most Industrial Web Catalogs should have CAD download data.
	Pricing is essential to industrial buyers
	No Value means No Immediate Sales Lead which Means No Sale.

Industrial Search Firms

Finally, when it comes to Search Engine Optimization, pick an SEO firm that can prove their work, and show how they have positioned other Industrial Manufacturers and Industrial Distributors in the organic natural portion of the Search engines.  Ask what the final outcome was in terms of revenue generation, cost savings, and Return on Investment.  And most importantly get references.

Additionally, you should  check that Search firms show up in the search engines themselves; if they can position their own Industrial SEO serrvice then they can probably position your Industrial Product or Company.  Do not just search with terms like "SEO Company" or "SEO firm", be more specific and use terms like "seo for industrial manufacturer" or if your an industrial distributor, try "seo industrial distributor" or be more detailed with phrases like "industrial seo" business marketing". A good Industrial Search Engine consultant has probably not positioned Ben and Jerry's Ice Cream or Victoria's Secret; remember you have a product that is intended for industrial B2B and not B2C.

PPC Pay-Per-Click Strategies for Industrial Manufacturers
Most industrial marketer dabble in pay-per-click, but most either bid too much, do not experiment with the dynamic aspects of Google Adwords, where your Ad can dynamically read what the prospect types and take the prospect to any part of your site.  Read More...

PR, Optimized Press Releases
PR is very important to the industrial manufacturer.  News is News so you new Industrial Product Press Release should hold the same weight to Google as the latest Britney Spears story. You have to read this...

ThomasNET, Thomas Register, GlobalSpec, Direct Industry, KellySearch, Business.com.  What the Industrial Internet Marketer Need to Know about Industrial Registers
These programs are typically expensive, list you amongst your competition, and are an Industrial Buyers dream to have you and your competitors compete on price.  See why....

Table of Contents

Industrial SEO Search Engine Optimization

	Industrial Website Analytics
	Industrial SWOT Analysis
	Definition of Industrial Business Goals, Target Markets, Target Vertcals, Channel Strategy, Product Strategy
	50 to 100 Keyword Survey. Define generic keywords, industry keywords, corporate terminology, trademarks, and competitive words.
	Define key distributor channel partners, customers, and industry sites for link building exercise
	Recommend removal of barriers to efficient Search Engine indexing.

Industrial SEO Implementation

	Removal of barriers to efficient Search Engine indexing
	Rewrite website copy, suggest new copy
	Suggest filename changes
	Submit content in a search engine friendly manner (Google, MSN/LIVE,Yahoo)
	Explore Dynamic PPC (Pay Per Click) strategy (Google Adwords, MS AdCenter)
	Submit sitemaps to search engines
	Implement META changes
	Add “How to…” information and documentation
	Evaluate ThomasNET Thomas Register, GlobalSpec, Kelly Search activity

Industrial Website Design-Navigation

	Improved website navigation structure
	Suggest self-service models and cost avoidance techniques
	Benefits of adding interactive catalogs for Industrial Product discovery
	CAD data download
	Add Rich Media; supporting industrial video, and animation files.

Pure Pull Marketing Sales Lead Generation

	Pull vs. Push Marketing
	Define sales territories
	Define login form capture information
	Define dissemination rules
	ROI Analysis
	Define SFA or CRM program input to monitor sales pipeline and opportunity management

Micro Target Marketing and Campaign Management

	Data-mining programs for segmentation of prospect message
	Mass marketing vs. micro-targeting
	Email Message design
	Opt-out procedures and CAN-SPAM Law
	Monitoring campaign effectiveness ROI Analysis
	PR campaigns & Landing Pages

Compliance with CAN-SPAM laws and Anticybersquatting Consumer Protection Act (“ACPA”), 15 U.S.C. § 1125(d)