Somewhere, right now, a potential customer is looking for your product.
Who will they find first. You or your competition?
Search engine marketing for industrial companies is all about being the face of customers searching for your products or services on their browsers.
Its kind of similar to how you found this article when looking for search engine marketing strategies.
But how can you take full advantage of sewrxh engine marketing in order to outshine your competition?
The following steps will give you an idea and put you on the right track to search engine marketing success.
STRATEGY 1 – DEFINE AN EFFECTIVE STRATEGY
Oftentimes, industrial companies go into search engine marketing without a coherent and sensible strategy.
Don’t fall into this trap.
I repeat, do not fall into this trap.
Start off on the right foot by thoroughly
Defining your target audience(s),
Identifying their needs and motivations and
Stipulating how your products can meet these needs.
Next thing to do is, review your company’s position in the marketplace.
Know your top competitors and their competitive advantage.
Finally, figure out specific goals and benchmarks, such as search rankings, sales lead volume and website traffic increase other ROI metrics.
This will allow you to measure the success of your search engine marketing campaign. This strategy will form the foundation of your campaign and put you on the path to success. Yah!!!
STRATEGY 2 – CHOOSE THE BEST KEYWORD PHRASES
The most critical step in search engine marketing is to strategically select the most important keywords for your company.
If this isn’t done properly, that is if the right keywords aren’t chosen, your search engine marketing campaign is destined for failure. Whoops!
When choosing the best keywords, it is important to choose words that are not only relevant to your business, but are also ones that are searched most often by your target customers during the customer's journey.
By getting inside the heads of your customers and brainstorming about potential terms your customers use when thinking about your products through the awareness, consideration and decision stages of the buyer's journey.
Ask your customer service representatives what words they think are most important. You may even ask your best customers.
Then, turn to keyword research tools provided by SEMrush, Google Adwords, Hubspot, Moz, etc. to create a list of most searched words that will drive targeted traffic to your Website.
STRATEGY 3 – OPTIMIZE YOUR SITE FOR ORGANIC SEARCH
Now that we are aware of the words that your target customers use during their customer journey, we can now put them to work.
You need to ensure that your website content is optimized to take advantage of the keywords. Begin with your Website copy that is the information visible on your website. Make sure that your website copy is skillfully written in order to effectively market your company.
At the same time, use your keywords in a relevant manner.
Next, pay attention to the structure of the website. It is important to make sure that your website content gets indexed by top search engines such as Google.
Make use of your keywords in page title tags, file names, heading tags, meta tags, and alt tags.
The description meta tag is very important even though the keyword meta tag has been exploited over the years.
The description will show up in the search result just below your link. This will provide a great opportunity for you to entice the searcher to click the title to your website.
STRATEGY 4 – ATTRACT QUALITY LINKS TO YOUR WEBSITE
Building links involves gaining links to your website from other sites that are visited by your targeted visitors.
The more quality links you have the more popular your site becomes in the eyes of search engines such as Google and Bing. These links will have a dramatic effect on your search ranking.
One good place to start building links is making your site link-worthy. Good content always attracts links, so fill your site with informative and interesting content such as the trends and development in your industry.
The next thing to do is to get your website listed in portals and online directories. First look to important online destinations within your industry and then focus on some general purpose directories. Garnering links from trade associations, customers, vendors and business partners.
You can leverage online public relations and distribute articles and press releases online. By consistently applying these strategies, you will dramatically increase your ranking on search engines and boost your online popularity.
STRATEGY 5 – MANAGE AN ROI-DRIVEN PAID SEARCH CAMPAIGN
Pay-per-click advertising (PPC) in the advertised links search results offers a compelling ROI-driven marketing opportunity. Unlike the traditional advertising, where you have to pay for exposure disregard the results, with PPC you are not paying to be listed in the search results.
You only have to pay if someone clicks on your ad and visits your website, this provides a compelling pay for performance way of advertising. To manage an ROI-driven paid search campaign, the first thing to do is to bid on the most relevant keywords.
Do not pick words based on their popularity alone. Make sure your product offering will be of interest to the person searching for it. Secondly, attach your bidding strategy to business results. Think cost-per-lead and cost-per-sale, instead of just cost-per-click.
In many cases, a lower advertising position will produce a higher ROI. Finally, it is wise to include a compelling "call to action" in the advert and send traffic to a relevant landing page tied to the advert.
A compelling and relevant offer will not only help lift response, it will also boost your ROI.
STRATEGY 6 - TAKE ADVANTAGE OF GOOGLE'S SERVICES FOR QUICK RANKING
In addition to the strategies aforementioned, Google offers a variety of services that will allow you to quickly boost your company's exposure in search results.
If you have a brick and mortar retail location, create a Google My Business page to display your location, phone number, opening hours, aggregate and respond to customer reviews and connect with customers. This listing will affect how people see your business when searching on any Google related services. +. Even if you don't have a retail location, don’t feel bad, Google hasn’t forgotten you.
You can take advantage of Google My Business for your office address. If you have products that you can assign prices and photos to, it'd be wise to use Google Merchant to get on Google Shopping. With this tool, you can create a data feed of your products to Google via a spreadsheet, XML or API-accessed upload.
While the requirements and specifications are strict, an effort to create an accurate data feed could pay big dividends.
STRATEGY 7 – MEASURE SUCCESS
As it is with all marketing activities, you must measure the success to see how well you performed in the past, as well as identify the actionable strategies to improve your results in the future.
Since search engine marketing is all about attracting targeted traffic, begin by leveraging web analytics to monitor traffic increases from search, as well as time-on-site, new vs. returning visitor analytics and much more.
To make sure the volume of targeted visitors continues to increase, you should also monitor your position or ranking in the search results.
On a regular basis, check your position in Google and Bing for your most important keyword phrases to see how well you are trending upward toward a top 10 ranking. if you don't want to do it manually, check out Pro Rank Tracker for a comprehensive rank tracker and reporting solution.
Finally, to measure the success of your pay-per-click advertising efforts, harness the measurable nature of the Web to track the cost-per-visit, cost-per-lead, and cost-per-sale for all of your pay-per-click ads.
I hope this has been a big help to you as it has been for us. Don’t forget to thank me. I’ll love to hear from you.