Engineering Network (EngNet) has put together 7 secrets to internet marketing for the manufacturing industry. Please contact us if you'd like more information on how we can help you turn qualified leads into sales.

2. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 2
ENGNET'S DEDICATED INDUSTRY
ONLINE MARKETING TEAM
Work with the industry marketing professionals. EngNet provides a complete
online marketing service for industry companies.
●
●
●
Get Found: Prospects find you online
Showcase: Show off your company, generate leads and drive
conversions
Connect: Meet your new customers
Industry Advertising
Email Marketing
Website Design
Search Engine Optimization
Pay-Per-Click Campaigns
Social Media for Industry
Industry News and PR
We would love to spend 15 to 30 minutes with you to answer any questions
you have about online marketing and brainstorm strategies for your company.
REQUEST A CONSULTATION

3. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 3
7 SECRETS TO INTERNET
MARKETING FOR INDUSTRY
By Michael Cooney
Michael Cooney, the founder of EngNet, worked as a project
engineer for many years sourcing equipment. His experience
in the industry led to creating EngNet to connect engineers
and industry suppliers. You can reach him on @engnet or on
LinkedIn.

4. TABLE OF CONTENTS
TARGETING, TIMING AND TIMING // 5
CTR IS THE NEW KING // 7
NOBODY CLICKS BORING // 9
MULTIPLE WEBSITES FOR 1 COMPANY // 11
LONG TAIL KEYWORDS // 13
DOMINATING THE CONVERSION // 15
DON'T HURT YOURSELF // 18
SUMMARY // 21

5. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 5
#1
Targeting, Timing and Tracking.
Engineering and marketing is not a natural fit. It's a bit like oil and water or a fish out of water.
Engineering demands logic, facts and proven principles. In the past, advertising and marketing
have been a smoke and mirrors industry full of hype, jargon and a lot of hot air. Many times
the math just doesn't add up.
Why is online marketing dominating where traditional media has failed?
We call it the Triple T effect: Timing, Targeting and Tracking. With online marketing you can
now target potential buyers (targeting), when they want to buy a product (timing) and track
every step of the way (tracking) from ad, keywords, pages viewed, links clicked to final
purchase.
What we have in online marketing is the perfect fit for the engineering and manufacturing
industry. An advertising method that is logical, based on facts and proven principles. This is
the juncture of marketing and engineering where the results and the figures make sense to
both sides.

6. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 6
#1
Targeting, Timing and Tracking.
Example:
An electrical engineer is sitting at his desk and needs to integrate a magnetic speed sensor into
a motor. He’s not sure where to find a supplier, so he heads over to his computer and searches
for ‘Magnetic Speed Sensor’. He visits a couple of websites, finds the right product and orders
it.
●
●
●
Targeting: Magnetic Sensor website targeted the buyer of magnetic sensors
Timing: Engineer needs quickly and orders now.
Tracking: Buyer was tracked from the source. e.g. Google Organic Results.
Now, compare this method with traditional printed media advertising. You advertise your
products, hope an engineer will see your ad, and then hope they remember your contact
information at a future date when they need your products.
Targeting, Timing and Tracking allows you to target your ideal buyers at the exact time they
need your product. The tracking allows you to improve or spend more where you get the best
results.
The Triple T effect is really powerful if you grasp it.

7. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 7
#2
CTR is the New King.
For the first decade of Google’s existence “Content was king!”. Even today, if you talk to many
SEO sales people and companies, they'll practically shout that you need content. Google loves
content. Google can’t get enough content. It was true, until the infamous Google updates
called Panda and Penguin obliterated websites that had built their foundation on creating lots
of content.
To be fair, the websites that genuinely had great content thrived. However, it was not due to
Google seeing they had content, as was the case previously. Google has tweaked the algorithm
to look for the signs of good content.
Now Google is tracking websites by the users behavior. For example, if the user searches for a
‘magnetic sensor’ and clicks through to a website, that click is tracked. If the user searches the
same thing after clicking to the website and then quickly leaves, Google tracks that action too.
If the user then finds another company for "magnetic sensor’ and ends up staying there,
Google perceives they found what the ‘magnetic sensor.’ That’s a good signal to Google. They
delivered a visitor to a destination and they stayed, meaning the website is a good match for
‘magnetic sensor.’
If your website does not get as many clicks as surrounding websites in the search results, your
web page slowly starts to slip down the search results page. If surrounding websites in the
search results receive more clicks than your website, your website will continue to slide down
in results until you settle with websites of equivalent metrics.

8. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 8
#2
CTR is the New King.
If you use PPC advertising the same process applies.
Google is looking to deliver ads that get the most clicks.
More clicks to Google means more relevant (and more
money for Google). You can increase your chances of
getting clicked by making sure your message matches
the search term. With your PPC ads you need to ensure
that your search term matches your ad Copy, and then
the ad copy matches the wording on the landing page.
The higher the Click-Through Rate (CTR) you can achieve
with your ads, the higher your ads will be positioned.
You ad can even be above those ads who pay more per
click.
Pay attention to what
users are doing on
your website. If they
are leaving too quickly,
fix it!

9. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 9
#3
Nobody Clicks on Boring.
"Engineers don't read ads, marketing people do!" This was the lament of a marketing veteran at
a large engineering firm I worked at 20 years ago. It's an opinion that has stuck with me, and I
often consider it. Is it true?
If engineers don't read your ads, do they read your product announcements? I wanted answers
to these questions, not more opinions. To resolve some of our questions we resorted to cold
hard data and testing.
We ran multiple simple tests over several months to identify what content engineers would
take time to read and click on to read more. It was quite evident that engineers want to read
interesting industry news rather than straight product announcements. The next time you
need to send out product news and want to increase your results, find an interesting industry
news of application you can link with your product. If you take the time to relate your products
to interesting news or application, you'll be rewarded with 5 to 10 times more people reading it
and sharing with colleagues.
There are additional benefits to creating interesting content. Social networks make it super
easy to share content. Millions of people are sharing interesting pictures and information
everyday. If you put the interesting information in front of your audience, it will get shared.
Sharing is good and is another signal that Google and Facebook watch to determine what
content gets the most action.

10. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 10
#3
Nobody Clicks on Boring.
Examples:
Boring Product: Terminal Blocks
Interesting Article: Engineering Challenges of the Tower of Terror ride at Disney
Aligning Your Product: Within the article discuss the engineering required to make the ‘Tower
of Terror’ ride safe and the need for high vibration terminals for safe operation of the high
torque motors. Failure could mean catastrophe.
Boring Product: Desalination Filters
Interesting Article: Siemens saves 50% on desalination costs with new technology.
Aligning Your Product: Discuss improved desalination costs and what that means for the
deserts surrounded by oceans. Introduce the new efficient filters enabling efficiency.
Don't be boring! Get interesting and reap the benefits.

11. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 11
#4
Multiple Websites for 1 Company.
We have always championed the benefits of running one strong website. A central website
where you put all your efforts into making it the best. It alone will generate the best ranking
and get people coming back.
After working with companies that love to push the boundaries to increase sales, we created
and search engine optimized multiple websites for a company. The test was to determine if we
could achieve search engine rankings for multiple websites from the same company.
Effectively, we set out to see if we could get two or three positions for the same company on
the first page of Google for targeted search terms.
Surprisingly, the strategy proved extremely effective. With some search terms we were able to
secure three to five out of the top 10 first page search results. We have since repeated this
strategy with several companies. Each time we have been surprised with the search engine
positions we've been able to secure.
Search engine positions are great, but were we able to increase actual sales? Yes, by taking
more positions we effectively prevented competitors from quoting or selling to buyers.

12. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 12
#4
Multiple Websites for 1 Company.
For this strategy to be effective you need to utilize long tail keywords. See secret #5 for long
tail keywords.
Pros:
1.
2.
3.
4.
Secure multiple positions and increase sales.
Eliminate competitors from results and increase sales.
Target high converting keywords. Better conversion from visitor to sale.
Reduce risk of losing search engine referrals.
Cons:
1.
2.
3.
More time and expense maintaining multiple websites.
Link dilution. Ranking strength is shared between multiple websites.
Not as effective for highly competitive keywords.
Recommended for aggressive marketers with proven ROI on search engine referrals.

13. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 13
#5
Long Tail Keywords.
Most companies want to be found for the main search terms that receive thousands of
searches each month. Terms like ‘pumps, valves, heat exchangers, mixers, drives,...’ These
terms receive a large quantity of searches, but they are also highly competitive terms.
Why climb to the top of the mountain to make sales, when you can easily pluck the low
hanging fruit? Through targeting a large number of long tail keywords that receive a decent
number of searches, collectively you will see more search engine referrals than focusing on a
few broad highly competitive search terms.
Five Reasons You Don't Want to Target Broad Highly Competitive Terms
1.
2.
3.
4.
5.
Low Conversion. When people search for broad terms they are in research mode. They
want to see what is out there. They are in information gathering mode not in buying
mode.
Low Targeting. Only a small percentage of those broad searches are your actual target
market.
Not Buyers. These are researchers not buyers.
Highly Competitive. Unless you are a dominant force in the space, you are fighting a
losing battle.
Easier Methods. Why climb to the top of the mountain to make sales, when you can
easily pluck the low hanging fruit?

14. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 14
#5
Long Tail Keywords.
We work with a company that sells Diesel Engine Parts. Within a 30 day period this company
received 4,488 visitors (3,844 from search engines) to their company pages on EngNet.
How did they get so many targeted visitors? Long Tail Keywords.
Their broad highly competitive terms brought in less than 200 visitors out of 3,844 visitors, and
they have 1st page positions for their broad terms like ‘diesel engine parts’. In comparison,
there were a total of 3,159 long tail keywords used to find their website.
Broad Term Examples:
●
●
●
Diesel engine parts
Diesel injectors
Pumps
Long Tail Terms:
●
●
●
●
The conversion rate of
the long tail keywords
outperform the broad
terms by a huge factor.
Cummins common rail injectors
Mitsubishi SD6
Rotary lobe pumps
Horizontal blower nd14
Secret #6 shows you how to easily target long tail keywords.

15. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 15
#6
Dominating the Conversion.
Any company that has more than a couple hundred line items in their product catalog can use
this strategy to bring high converting visitors to their website. This strategy takes advantage of
long tail keywords that contain part numbers, model numbers or brand name products.
This is an easy way to target hundreds, thousands or even millions of products. This secret
applies to companies that offer a large number of products. The secret also borrows from the
long tail strategy #5.
There are 4 main items you need to implement this strategy
1. Build a Master Database/Spreadsheet
The most important information is an itemized list of the equipment, parts and accessories
that your company supplies. If your company already has a product database, that is great.
However, if you are starting from scratch, you will need to create a simple Excel spreadsheet
with 4 columns being
●
●
●
●
Manufacturer
Part/Model Number
Description
Image Filename

16. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 16
#6
Dominating the Conversion.
2. Website Design and Website Structure
Now that you have a database of all your itemized products, you will need to have a good
website structure. The navigation structure needs to be built so that users and search engine
spiders can efficiently find their way around thousands of different pages. Develop a hierarchy
of information like:
Home > Manufacturers> Series > Parts/Models
3. Landing Page Optimization
Optimizing the pages for when a visitor lands on your website is extremely important. When
you have a visitor land on your website that is ready to buy, you can increase sales by as much
as 75%. You can accomplish by utilizing a landing page that is optimized for your particular
conversion method. Landing page optimization is a specialization in itself. You need to ensure
that your information, navigation and contact information is clear.

17. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 17
#6
Dominating the Conversion.
4. Promotion
Once you have your master database of equipment, website and
landing pages setup you can take advantage of existing websites.
Using existing websites, you can upload your database and start
receiving targeted visitors within a very short space of time. Use
your database and start utilizing this content to send targeted
visitors to your company through multiple channels such as:
●
●
PPC Campaigns - Start adding part number information
to your keywords that you target
Industry Websites - Many industry websites will allow
you to upload your database to their websites. This is a
great method for additional targeted traffic. For example,
at EngNet - The Engineering Network, we have a Product
Catalog built in. So, all you have to do is send us your
database, and we import it for your company. Within a
short space of time you will start getting inquiries for you
products from our Engineering Network.
A must have for
companies with a
large number of
products.

18. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 18
#7
Don't Hurt Yourself.
We've seen companies make mistakes that we would like you to avoid. I highly recommend
the above strategies for companies where it makes sense. However, please make sure you
don't throw away the good stuff your company may already be doing. Below I mention a few
pitfalls that we've witnessed and that you can easily avoid.
Danger 1 - If it’s not broken don't fix it
If you are already getting good results from search engines, then make sure you don’t mess
that up. We've seen companies achieve success and then get greedy. They redesign their
website or start using bad tactics and lose all the benefits.
An example of this is from one of our long term clients. They have been our client since 2003.
We always got them great positions and results. However, results did start to plateau although
they still have great positioning (when you're at the top of the first page of results where else
can you go?). The economy decreased sales. Our client decided to keep us managing their
website and to employ the services of an SEO expert to give them an additional boost. The
new SEO expert managed to give them a boost or should I say boot! A week after they began
their work Google removed the entire website from its results due to spam methods employed
by the SEO expert. Google used to send them 4,000 non-paid visitors a month, now it was
down to a couple hundred. We jumped in and removed the offending issues, then pleaded
with Google for a re-inclusion.

19. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 19
#7
Don't Hurt Yourself.
Danger 2 - Don't scrap and rebuild your website.
Enhance what you already have. New redesigns are not a problem, but please make sure you
retain the benefit from previous rankings and follow the correct upgrade path. One of our
clients was receiving good results for an average looking website that the company had initially
put together themselves. They decided it was time to get professional and placed an order with
a well-known firm to develop a new website for them. The new website firm does good looking
work, but totally ignored the old website and discarded all the benefits from the previous
website. This meant the website lost all previous ranking and had to start building search
position all over again. We helped them reclaim their search engine positions, but they had
lost 6 months of steady business from their main source of business.
Danger 3 - Don't underestimate the value of using professionals.
We have clients that like to manage their websites and marketing campaigns themselves. In
most instances, they do an average job only realizing a small percentage of the total benefit
they could be receiving. Our advice to one such client was, “Your time is worth more doing
what you do best. If you let us handle the online marketing where we are best, you'll have
more time. Plus, we'll get you a lot more results.” This particular client eventually came on
board, and we now get him more results. He spends his time building a great business and
dealing with new customers acquired from an effective online marketing strategy.

20. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 20
#7
Don't Hurt Yourself.
Danger 4 - Selecting the wrong web development firm.
There is a multitude of website development firms out there, but not all know and understand
industry users and their needs. Many website firms can create beautiful websites, but they are
not effective for industry.
For example, in 2006 we submitted website proposals to two different industry companies with
similar products. One company place the order with EngNet, and the other company placed an
order with a website firm that emphasizes look over substance. The company that proceeded
with EngNet ended up with a website that delivers 25,000 targeted visitors a month. The
company that chose the other website company ended up with a trophy website that generates
a modest 1,500 targeted visitors a month. Five years later the second company has now
entrusted their website to EngNet. In one month we have doubled their website visitors, and
we look forward to doubling it again. Five years of modest targeted visitors to your
website can be a costly mistake.
Do your due diligence when selecting a website firm or making changes to a
successful website.

21. SUMMARY
There are many ways to get targeted people to your website, especially when they are looking for your products
when they need them. Search engine marketing is effective - you can leverage targeting and timing together.
Buyers are coming to you at the exact time when they need your product. Powerful if you grasp it!
About EngNet
EngNet is the Engineering Network which was founded in 1998 with a focus on marketing companies within the
industrial marketplace. EngNet operates and manages the www.engineeringnetwork.com website where we
connect industry buyers and engineers to suppliers.
We also offer a full range of online marketing services geared to the engineering, manufacturing and industrial
marketplace. The services we offer are website design, banner advertising, lead generation, search engine
optimization, PPC campaigns and more.
With new customers we start by determining who your ideal customers are, and then we go to work to develop a
campaign based on our years of experience to deliver those customers to you.

22. 7 SECRETS TO INTERNET MARKETING FOR INDUSTRY // 22
ENGNET'S DEDICATED INDUSTRY
ONLINE MARKETING TEAM
Work with the industry marketing professionals. EngNet provides a complete
online marketing service for industry companies.
●
●
●
Get Found: Prospects find you online
Showcase: Show off your company, generate leads and drive
conversions
Connect: Meet your new customers
Industry Advertising
Email Marketing
Website Design
Search Engine Optimization
Pay-Per-Click Campaigns
Social Media for Industry
Industry News and PR
We would love to spend 15 to 30 minutes with you to answer any questions
you have about online marketing and brainstorm strategies for your company.
REQUEST A CONSULTATION