The State of SEO In Industrial Marketing

Today, most industrial marketers understand that their company’s website entails more than a nice-looking, professional site that is informative and responsive. SEO is an important component to generate traffic to your site and shouldn’t be neglected. SEO is a constantly growing and evolving marketing tactic. Industrial marketers must optimize pages for key words and build links, and today, more than ever, make high-quality content available for improving search engine rankings. Search engines are continually changing and upgrading their algorithms, creating almost a mystique about when it comes to the best tactics to employ. GlobalSpec recently set out to find out how industrial marketers feel about SEO. It conducted a survey examining the challenges, spending and content production processes. According to the survey results of industrial marketers: 72% actively produce content for SEO purposes in their organizations 57% do not have any employees dedicated to SEO 45% expect their spending on SEO to increase over the next 12 months 19% are unsure of which SEO strategies work A summary of the results is illustrated by GlobalSpec’s “The State of SEO in Industrial Marketing” infographic. The in-depth survey is available for download here. Want more info about SEO in industrial marketing? Read blog post SEO Checklist or listen to podcast SEO in Manufacturing: 3 Things You Need To Be Doing.read more >

How Can Manufacturers Get the Most Out of Their Marketing?

By Matt Sonnhalter, Vision Architect, Sonnhalter Being able to accurately show how well your efforts impacted a company’s bottom line is one of the biggest challenges marketing teams face every year. For years, the easiest indicator of a marketing team’s success was measured mostly in sales and lead generation. But with the rise of content marketing, influencer relations and social media in marketing plans, it’s sometimes difficult to accurately quantify exactly how all these tactics improve ROI. Regardless of where you stand on the value of these tactics, even the most stubborn skeptics will need to face the reality that content marketing, social media and other tactics for the digital age are here to stay. Unfortunately, most marketing budgets have yet to catch up with the financial and personnel resources necessary to successfully utilize these tactics. Many of these challenges and concerns were addressed in IEEE GlobalSpec’s “Trends in Industrial Marketing Survey,” which surveyed 326 marketing and sales professionals in the industrial sector on marketing trends within the engineering, technical, manufacturing and industrial communities. Here are some of the most interesting tidbits from the survey: Breakthroughs in marketing analytics have made it easier to calculate the ROI of a company’s marketing efforts. “Marketers are under steady pressure to demonstrate ROI for their marketing programs. The need to improve ROI is one of the top challenges industrial marketers face. To meet this challenge, marketers use leads as their number one measure of success. But generating high-quality leads for sales is also one of the top marketing challenges. This may sound like a vicious cycle, and some marketers would agree, but the point is that measurement matters. Other measures of success include customer acquisition and sales attributed to marketing campaigns. Marketing automation software, which can improve tracking and measurement capabilities, is used…read more >