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Many manufacturers are so invested in producing the most technologically advanced products that their website takes a backseat. Your website might be missing the mark completely when it comes to functionality. You should be moving away from viewing it as an online showroom and toward making it a dispensary of content that will give your prospects the information they need to solve their problems, generating leads in the process.
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A CoreElement Industry Insight
Building a Better Website: Lead Generation through Your Content Marketing Hub
photo credit: USAG-Humphreys via photopin cc
image altered via blur, saturation, brush strokes
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Contents
1. Introduction
2. The Changing Role of Your Company’s Website
3. Going Mobile
4. What Makes a Mobile Site Different from a Traditional Site
5. Website Checklist
6. Major Overhaul or Just a Tweak?
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Introduction: Your Company’s Website
While social media might be flashier, or email marketing might be simpler, your website remains the centerpiece of your marketing strategy.
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The Changing Roles of Your Company’s Website
Create and share content that directs people to your site where they are converted into customers.
Content Marketing
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Content Marketing
The Changing Roles of Your Company’s Website
...becoming leads.
Prospective customers identify themselves by providing their name and email address in exchange for additional content...
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The Changing Roles of Your Company’s Website
Using gated content – content that leads can only access by providing more information, such as company sales or number of employees –
Gated Content
– helps qualify your leads.
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Website Design & Function: Mobile Site vs. Traditional
Traditional Sites Mobile/Responsive Sites
• Designed to be viewed on a standard computer screen.
• Can be cumbersome to navigate on smaller screen.
• Designed to be viewed on all screen sizes
• Easy to navigate on all devices- from mobile, to tablet, to laptop, to desktop.
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Website Design & Function: Mobile Site vs. Traditional
According to the recent study conducted by Google:
61%
50%
of users said that if they were unable to find what they were looking for right away on a mobile site, they’d quickly move on to another site
of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly
of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly
of users said that a bad mobile experience made them less likely to engage with a company
48%
52%
Website Design & Function: Mobile Site vs. Traditional8
Mobile-users are looking for information that can be
accessed quickly and easily, especially while on the go.
Going Mobile
of mobile users are more likely to buy from companies with a mobile-friendly site. 67%The mobile era of industrial marketing is here.
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Going Mobile: The Generational Divide in Cell Phone Usage
Businesses are viewing your website on their smartphones, regardless of their age.
0
20
40
60
80
10018-29 30-49 50-64 65+
35%
97%94%
75%
19%
84%
72%
45%
17%
73%
60%
43%
Send/receivetext messages
Access theinternet
Send/receivee-mails
American cell phone owners who use their phone to do the following, by age group
Source: Pew Research, Statista, Mashable
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Going Mobile
1. Keep it simple and straight-forward
2. Make it easy to navigate
3. Ensure your site loads within 3 seconds
4. Avoid Flash, popups, tabs and drop down menus which won’t render well, if at all, on a mobile site
Considerations when developing your mobile/responsive site:
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Website Design & Function: Checklist
1. A complete and accurate list of your products and services
2. A reason to come back
3. Your contact information
4. Company information: About Us
5. Certifications
6. Mobile capability
6 Essential elements for industrial manufacturer’s website
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Website Design & Function: Assess
Does your website need a tune-up or is it time to rebuild the engine?
If your website is just an online brochure, it’s a liability. Know it or not, it’s already costing you. It may be time for a major overhaul of your site.
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CoreElement creates and implements effective industrial marketing programs for manufacturers that leverage the power and intelligence of the internet.
Marketing Strategy & Planning
CRM Implementation & Administration
Marketing Automation
Lead Generation / In-bound Marketing
Content Creation
Social Media
Website Design
Search Optimization
Email Marketing Campaigns
Tracking: Statistics & Analysis
Visit Core-el.com for the full Industry Insight on Building a Better Website.
Call: 216-400-8201
Cleveland, OH USA 44119
© Copyright 2014. All rights reserved.
Current Industry Insight Library:
US Manufacturing Snapshot: Q4 2013
Social Media Marketing: Using Technology to Generate B2B Leads
Building a Better Website: Lead Generation through Your
Content Marketing Hub
Marketing Automation: A How-to Guide for the 2014
B2B Marketing Pro
US Manufacturing Snapshot: Q3 2013
Leveraging Technology: Lead Generation and Marketing Automation
Bridging the Generation Gap: Choosing the Content and Delivery for
Your Industrial Marketing Message
Onshoring On Track? An Emerging Trend as Manufacturing Jobs Return to the U.S.
Hydraulic Fracturing in the U.S.: Revitalizing Manufacturing or Just an (Oil) Pipe Dream?
Tapping an Underutilized Resource - The Lack of Behavioral Marketing by Industrial Companies & What it Means for You
