Introduction Internet Marketing for Manufacturing

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Introduction to
Understanding Internet
Marketing for Manufacturing
Kathy Hokunson
Regional Sales Manager,
Site-Seeker, Inc.


Who are we?
•  Founded in 2003

•  Corporate Office in New Hartford NY
• Satellite offices in Bloomfield CT & Boston MA

•  Employee 20

•  Full Service Internet Marketing Agency
• Search Engine Optimization Services
• Pay-Per-Click Management Services
• Social Media Implementation and Mgmt
• Web Design, Development, Applications & Testing
•  Analytics


What We Will Cover
- Internet Marketing and your audience:
Understanding the Technical Buyer
- Cornerstones of Internet Marketing:
Drive, Convert & Measure
- What are the key components of Internet Marketing
SEO, PPC, Social Media, Technical Content
- Effective Websites
Riverhawk Case Study
-  Return on Investment
-  Social Media
A Brief overview of what it is and why it is relevant


Strategy
Authority

Symptoms

Information courtesy of Enquiro Research

Online Use by Phase


Over 88% of technical buyers surveyed would go online
when involved in a purchase decision.

Even in the negotiation phase, 70% of technical
buyers consult various online influencers.


So where do they go?

Where would be the first place you would go online to
Percent
find out more about the product or service?
Places to begin Search engine 63.9%
research
Known manufacturer of the product 18.9%

Portal for the industry 6.6%

Independent consumer review site 5.3%

E-commerce site that sells the product 3.1%

Other 2.2%


Budgetary Influences on Destination
First place you would go to research

Budget Ranges Search Independent E-com site Known Portal for the
engine consumer that sells manufacturer industry
review site product of the product

<$500 72.1% 5.2% 1.9% 14.9% 3.9%

$500 - $1,000 67.2% 4.8% 4.8% 14.4% 6.4%

-$1,000 - $2,500 61.3% 7.7% 2.8% 19.7% 5.6%

$2,500 - $5,000 68.5% 4.0% 4.8% 15.3% 4.8%

$5,000 - $10,000 59.6% 5.5% 1.8% 24.8% 5.5%

$10,000 - $50,000 53.5% 7.0% 4.9% 25.4% 8.5%

>$50,000 60% 1.8% 0.9% 20.0% 13.6%


How much time do they spend?

Time Spent Online (Hours) Percent

Time Spent <1 7.6%
Daily
1-2 18.9%

2-3 18.9%

3-4 13.8%

4-5 11.8%

5+ 28.9%


How They Use the Internet

Based on the survey performed by Enquiro:

•  Google holds a dominant position – 77.7% of respondents start in Google

•  74.4% choose an organic link

•  18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5%
clicked on the right rail ads

•  Top 4 organic listings captured 52.6% of all click thrus with 27.1% going to
the #1 position


What Buyers Expect to Find Online
Information relevant to their need . . .

Do you have what I searched for?
•  Online Catalog or Product Pages
•  Searchable Technical Content – easy to navigate
•  Product Manuals or Spec Sheets

Can you help me?
•  Technical Support
•  Contact Information – easy to find
•  What do other people think about this product or service?

“When asked what the top influences were on the purchase decision, respondents
across all phases indicated that the website of the vendor . . . and search engines
were the most important influencers.”

How Products Used to be Purchased...

I need a …

Where do I get it?

Months Shop

Evaluate

Negotiate

Buy


... Today (In the Internet Era)

I need a …

Where do I get it?

Online
Shop

Evaluate

Negotiate
Prospect contact

Buy


What does this mean to you?

•  Prospects don’t call as much

•  They are more informed when they
do call

•  You must place your website in the path
of prospects

•  Your website must be your best sales
person


Vertical
Websites
Social
Media Drive

Convert
Your Website

Measure
Your website is a machine….

Cornerstones to a successful Internet
marketing strategy

DRIVE
Search Engine Optimization

(SEO)


Search Engine Marketing (SEM)

SEO Pay-Per-Click

The process of improving the An Internet advertising
volume and quality of traffic to a strategy used on search
website from search engines via engines, advertising networks,
“natural” (“organic” or “algorithmic”) and content websites, such as
search results. blogs, where advertisers bid
on keywords to achieve ad
placement.


Let’s define SEO...

Search Engine Optimization or SEO is a multi – phase process.
•  To have a successful SEO program you must think of SEO in terms of
ongoing and in constant motion.

Two Phase Approach
Phase 1: Website Structure

Phase 2: Ongoing SEO Efforts


Let’s define SEO ...

Phase 1 - Website Structure
•  Navigation
•  Organization of Code and Link Structure
•  XML sitemap
•  robots.txt
•  Tags: Title, Header, Keyword, Description, Alt Img
•  Content – Keyword Research, Content Rewrite
(keyword density etc)
•  Analytics – install or verify GA, establish
conversion funnels

Let’s define SEO ...

Phase 2 - Ongoing SEO Efforts
•  Research and develop inbound links
•  Create Authority - Create Content Pages for:
•  social media
•  micro sites
•  301 redirects from alternate domains
•  vertical search
•  Ongoing – SEO Efforts are a fluid and ongoing process:
•  touching and addressing all items listed above as well.
•  addressing website performance, strengths and
weaknesses as identified in GA reporting.

Let’s define SEO a little more...

SEO is NOT a one time deal.
SEO is an ongoing process that requires the provider to
monitor cause and effect and modify actions as needed.

There are many things that affect the strength and
positioning of a site that are addressed on a priority basis,
yet all are crucial to the overall success. And the factors
affecting the positioning of a site and it’s content pages is
constantly shifting.


Convert & Measure


Clear Contact Points

Products Organized by Type AND Application

Short Form Submission

October 2009

120 Long Forms Submitted
142 Short Forms Submitted

262 Total

114.75%


Case Study
Riverhawk Company

“Our Internet marketing
program is the single best
marketing investment we have
made.”

– Kevin Sanger, VP Sales &
Marketing


The Problem

•  4 year old website
•  Not optimized for organic
search
•  No standard terminology to
describe offering
•  Not reaching prospects with
solutions
•  Existing traffic not converting
•  Poor website navigation


The Plan

•  Optimize for organic search

•  Streamline website navigation

•  Increase brand awareness as engineering resource / solution provider

•  Improve use of website real estate

•  Develop valued content

•  Establish website performance baseline and competitive analysis

•  Implement web analytics to evaluate improved website performance

•  ROI as success metric


April new site published

Site % Change
Unique
baseline: Month Compared to
Visitors
May-June Previous Year New site data:
May (before) 1,349 May - June

May (after) 2,122 57.3%

Jun (before) 1,320

Jun (after) 1,966 48.9%

Approximately
www.site-seeker.com 53% more traffic since new site was launched
© 2010 Site-Seeker, Inc.

Client Found for “Name” Searches

Search Terms
May-June
“Name" Non “Name”

Old Site 394 861
New Site 396 1674
Additional
Traffic 2 813
(Visitors)

% Increase 0.5% 94.4%

# of Visitors that searched by NAME – stayed the same


Client Found for “non-name” Searches

Search Terms
May-June

“Name" Non “Name”
Old Site 394 861
New Site 396 1674
Additional Traffic
2 813
(Visitors)

% Increase 0.5% 94.4%

95% increase in prospect group traffic


Stickiness

Sticky Rate Visitors Staying On Site
May-June
Non Non
“Name" “Name"
“Name “Name”

Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481

Additional Visitors Staying On Site 45 306

% Over Pervious Year 26.5% 174.9%

Visitors that searched by name are now finding more value and
staying on site longer.


Sticky Rate Visitors Staying On Site
May-June
“Name" Non “Name “Name" Non “Name”

Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481

Additional Visitors Staying On Site 45 306

% Over Pervious Year 26.5% 174.9%

When you combine the site’s ability to engage users
and increase traffic the results can be dramatic.


The Payoff

•  53.2% increase in overall site traffic

•  94.4% increase in prospect traffic

•  174.3% more prospects stayed on the new website

•  50 new inquiries per month (phone and email) with a 26% close ratio

•  First year revenue in excess of $750K

•  ROI = 345%


Why is Social Media Important?


“The premise of social media
marketing and PR is engaging the
consumer in conversation in a way
that provides mutual benefit.”

From:
Marketing Sherpa
2009 Social Media and PR Benchmark Guide


13 hours : The amount of video uploaded to YouTube every minute

412.3 years: The amount of time it would take to watch every video on YouTube

100,000,000: The amount YouTube videos watched every day

1382%: The monthly growth rate of twitter users January – February 2009

3,000,000: The average number of tweets on twitter.com every day

5,000,000,000: The number of mins. spent on facebook every day


Social Media Is:

1.  Public Relations
2.  Customer Service
3.  Loyalty Building
4.  Collaboration
5.  Networking
6.  Customer Acquisition


Ultimately it is ALL about gaining . . .

AUTHORITY
LEADERSHIP
TRUST


Social Media Sites:


Establishing Credibility with Social Media
Create Accounts
(Name Claim)
Grow
Lead
Networks
Discussion

Become
the
Participate in
Expert
Discussion
Create
Content

Distribute
Content

How to Distribute Your Blog
Email Campaign

Other (links)…
Twitter

Blog Posts
Social
Bookmarking Facebook
Sites

LinkedIn
www.site-seeker.com Other Blogs

Social Media Sites 



Who uses Linkedin & Why?

• Business professionals
• LinkedIn promotes:
• business intelligence
• business development
• creation of business relationships
• conversation


Community


Bluff forges a better way to market online
By: Traci Gregory
12/12/08 10:13 AM

NEW HARTFORD - Internet marketing is about more than adding a few keywords to a
Web site to make it pop up in a Google search, according to Brian Bluff, president and
New Hartford, NY
CEO of Site-Seeker, Inc. . . . (November, 2008) Site-
Seeker, Inc., provider of
internet marketing and
Fast Track 50 of CNY search engine marketing
solutions, has been named
New Hartford, NY (December, 2008) The Fast one of Central New York’s
Track 50 is a list compiled annually to recognize Economic Champions for
Central New York’s 50 fastest growing 2008, by the Syracuse
companies. This is Site-Seeker, Inc.’s second year Chamber of Commerce.
in the top ﬁve of this list. For 2007 the company
was bestowed the honor of second place,
solidifying its role as a model for success in
Central New York business.


"The increase in our website traffic is so large
that we are having trouble keeping up with it; however,
that's a problem we're grateful for!

Before we teamed up with Site-Seeker, our
website traffic was virtually non-existent.”


"Site-Seeker has done a tremendous job
working with us to improve our internet
marketing efforts.”

“Site-Seeker takes a refreshing analytical approach to
internet marketing and it is really paying off.”

“Since May of 2003, we have experienced a
10 fold increase in traffic to our website,
the average length of visit has increased by 33%
and users are viewing more product pages. “


Thank You!

Please join us for our next webinar –
Social Media for Business
Monday March 22, 12:00 pm
http://site-seeker.com/social-media-for-business.cfm

Kathy Hokunson
Regional Sales Manager,
Site-Seeker, Inc.
kathyhokunson@site-seeker.com


Introduction Internet Marketing for Manufacturing

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