By Stella Russel, guest blogger
Does the industry affect SEO? This is a fundamental question to answer because it may seem like SEO is universal, no matter what your website is about. While that is correct to some extent, there are also substantial SEO differences from one industry to another. This is mainly because the essential ranking component of SEO is content. Since content will depend on the nature of your business, it becomes clear that industry does play an important role. With that in mind, we want to talk about SEO tips for industrial companies in 2022 and how they can help you reshape your business!
Define Your Targeted Audience
As a B2B company, your targeted audience is not the same as for B2C businesses. The entire business model is entirely different, and you need to consider that when doing SEO.
One of the best ways to approach this process is to try to imagine your perfect customer. Ask yourself, what would you like to see in a client?
This is a good starting point, but it is not the only step. Once you have outlined your ideal client, try to look at your business from a client’s perspective. What would you, as a client, want from an industrial company? Many businesses fail to present their offers properly, which is one of the top deal killers for B2B buyers.
Once you understand the needs of the business and the needs of the customer, you can develop a specific customer profile that you need to target with SEO.
How to Define the Right Keywords
The industrial industry has its own set of important keywords. Once you define your targeted audience, determining the keywords will be much easier because you already know what the clients want.
Although, there is a word of caution here. We need to explain the definition of “knowing what the client wants”. Your client may want a few different things when it comes to a B2B industrial business. That is why you will need to define a range of their interests.
Let us say you are selling some machinery. For example, your clients might want to:
- purchase a machine;
- inquire about the use of a machine;
- differentiate various types of machines;
- learn how to maintain machines;
- find repair services;
- maybe even resale machines;
This is your range of customer needs and the base for creating keywords. Each of these points may be a different targeted group of customers.
When it comes to actual keywords, you need to create both short-tail and long-tail keywords.
Short-tail keywords are very useful but also harder to come up with. This is mainly because other companies in the industry use the same keywords.
On the other hand, long-tail keywords that usually consist of three to five words are more precise. You can specifically formulate the way clients search for a specific product.
Furthermore, long-tail keywords can also include the location and specific intent of the client.
Here are some SEO tips for industrial companies when coming up with keywords:
- An example of a short-tail keyword might be industrial machinery.
- And an example of a long-tail keyword might be industrial machinery for sale Cleveland.
In the second example, you are clearly defining the product (industrial machines), the type of service (purchase), and the location (Cleveland).
Use Videos to Boost Your SEO Efforts
Search engine optimization is just one step in creating a perfect buyer’s journey. This is how a client will discover your business. Since we all know how important first impression is, you want to ensure that it impacts the customer.
One way to do this is through the power of video. It is no secret that people watch video instructions much more than read them. Furthermore, a video does not require 100% attention, meaning the user can listen to it while doing other stuff. Another huge benefit, especially for industrial companies, is that a video perfectly explains how machines work, the maintenance process, and so on.
You can improve the buyer’s journey and boost your SEO efforts by implementing videos. Google simply loves the use of videos. Just remember to include your keywords in the video titles.
Do Not Forget About Meta Descriptions
Metadata is a crucial element of SEO. When a user does a search query, they get a link to a page and a short description of that same page. That is a meta description. It is a brief summary of what users can expect when they click the link.
A meta description should be punctual, concise, and engaging. It should directly tell the customer what to expect. The best tip is to keep it short and sweet, so you inform your clients and, at the same time, intrigue them. The meta description should help them decide to click on the link.
Make Sure That Your Website is Technical Without Errors
Even though SEO and digital marketing play a crucial role in advertising, it is equally important that your website is up and running without any issues. Slow loading speed or 404 errors are the quickest way to lose clients.
Also, websites that load fast rank much higher on Google. That is because the backend code is written correctly, and all the elements are optimized to improve the loading speed.
You Must Have a Mobile Version of Your Website
This should go without saying, but you need a mobile website version. This is the first thing that Google checks, and mobile websites rank higher than desktop versions.
Furthermore, clients use smartphones more often and need a mobile version.
SEO Tips for Industrial Companies in 2022 Made Simple
And there you have it. There are many ways to improve your SEO efforts, but these SEO tips for industrial companies in 2022 will make your life easier. Understand that SEO is a process that requires constant audits and maintenance. With that in mind, take your time to do it the right way!
Stella Russel is an experienced blogger and copywriter. For the last six years, she’s been writing articles for various clients, mostly in the field of online business development, SEO and digital marketing. In her free time, she likes to travel and experience new cultures.
By: Matt Sonnhalter, Vision Architect
In this five-part series, we are taking a look at the 2022 social trends from Hootsuite. The final macro trend for 2022 is the customer care trend.
The Customer Care Trend
Social marketers rescue their brands from the customer service apocalypse
Spurred on by lockdowns and chaotic shifts in business operations, we’ve seen social marketers take on more responsibility for managing an influx of customer service inquiries.
Social has become the front line of this crisis
Consumers, fed up with waiting on hold, have discovered that service delivered via social is immediate, convenient, and effective. In a Nielsen survey commissioned by Facebook, 64% of people said they now prefer to message rather than call a business. The pressure on businesses to adapt to as many digital customer service channels as possible is sky high.
According to Gartner, 60% of all customer service requests will be managed via digital channels by 2023. Consumer expectations are mounting. Demand for integrating customer care channels is increasing—and social is where that pressure is peaking.
Most organizations are not ready to deliver customer care on social.
Despite a rise in demand, many organizations aren’t well positioned to deliver effective customer care over social media…at least not yet. Our internal data from research conducted in July 2021 tells us that 71% of organizations have either not started investing in social customer care yet, or they don’t plan to invest in it at all.
In 2022, business leaders will look to social marketers to take a greater role in customer care. Pioneering social marketers will break from their departmental silos to build deeper inroads with customer service teams and take more agency in delivering customer care.
What do you think about these five trends and where does Social Media rank in your marketing priorities for 2022?
Did you miss one of the first four trends?
Five Key Social Media Trends for 2022 – Part One
Five Key Social Media Trends for 2022 – Part Two
Five Key Social Media Trends for 2022 – Part Three
Five Key Social Media Trends for 2022 – Part Four
by Kylie Stanley, Public Relations Technician
Influencer marketing is one of the top forms of marketing, especially in 2021. With influencer marketing being in demand, marketers must use it to seek their target audience.
In a recent report from Linqia, “State of Influencer Marketing,” they outline some of their key findings. While this report is focused on enterprise marketers, these broader B2C influencer marketing trends eventually make their way down to the B2B market.
Here are some of the key highlights:
- Interest in using TikTok in influencer marketing campaigns rose 325% in just one year
- 90% of enterprise marketers wanted to work with micro-influencers
- Marketers are working with significantly fewer influencers than three years ago
- 86% of respondents are already using shoppable links to allow consumers to go from inspiration to purchase instantly
- 65% of respondents indicated that measuring ROI continues to be the biggest pain point in influencer marketing
It’s no surprise that the top two platforms are TikTok and Instagram as video content is continuing to grow within influencer channels. In fact, one in three marketers said it is extremely important.
Influencers are more than just their audience; they also create compelling content across channels and this is why they’re so effective.
What changes are you making to your Influencer Marketing Program for 2021?
by Kylie Stanley, Public Relations Technician
With being stuck inside for the past year, 2020 became the year of videos, making some businesses embrace a digital approach and adopt new methods of marketing. From this, we can look at the key shifts for video that happened last year.
The latest report from Vidyard looks at 2020 video completion rates and other benchmarks.
Here are the key findings:
The average length of business-related videos increased from 4 minutes in 2019 to just over 6 minutes in 2020. That said, the majority (60%) of videos produced for business purposes (such as to support sales, marketing and communication efforts) are 2 minutes or less, with 37.3% being up to one minute long and another 23% being 1-2 minutes long.
Vidyard reports that with the cancellations of a majority of in-person events, videos over 20 minutes long saw an increase of 66% over 2019. It also pointed out that videos between 2 and 10 minutes have also increased, presumably “leaning on the trend of frictionless, self-service buying experiences to provide educational content to prospective customers upfront.”
With video content increasing, we need to keep in mind people’s attention spans. If you’re producing long-form videos, consider making simple cuts to keep your audience engaged or trim the video down.
Video is a powerful medium and adds value to your business.
Did video length for your company’s videos increase last year?
By Matt Sonnhalter, Vision Architect
Brand posts on Instagram had an average engagement rate in 2020 that was more than four times higher than on Facebook or Twitter. This is according to recent findings from Socialinsider, which also analyzed social media engagement benchmarks across 35 different industries.
The study looked into over 22 million posts on Instagram, Facebook, and Twitter and created a comparison between the social media performance of 2019 and 2020.
Here are the key stats for “industrial,” which is the most relevant industry for Sonnhalter’s B2T market. Brands within the Industrial category have high average engagement rates per post across the board.
Average Engagement Rate Per Post
Instagram – 1.36%
Facebook – 0.52%
Twitter – 0.08%
This confirms what Sonnhalter has seen for our clients. Instagram is by far the best performing social media platform.
Are you seeing similar success and engagement with your Instagram channel?
The study also delved into understanding frequency of postings, and what mix of photos and videos were used across Facebook, Twitter, and Instagram.
Want to read the full study?
2021 Social Media Industry Benchmarks – Know Exactly Where You Stand in Your Market