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Katy Allaire
by Katy Allaire
on February 17, 2016

Having a website allows potential customers to get to know your brand and what you offer. Unfortunately, there are many industries that do not think a website will benefit their business. For instance, many manufacturing brands have been slow to adapt to new manufacturing marketing tactics. Consumers are going online and performing preliminary research on brands before ultimately contacting them -- and this is true in both B2C and B2B purchasing. Read on to discover tips and tools to creating a website for your manufacturing business that will speak volumes of your brand.

Strategy

56% of engineers use digital resources before contacting a vendor and are typically in the second or third stage of the buying cycle prior to connecting. To maintain an edge over competitors, your brand's website should have valuable and relevant content to be considered a contender to consumers.

 

Search engines will play an important role in the research process, as this is where a major of consumers begin. SEO and content go hand-in-hand. Providing compelling content to consumers on your website will aid in generating your brand in the search terms.

Content

As we’ve established, content will be the most important part of your website strategy and providing relevant content is key. But what is considered relevant content? Industry Week developed the B.E.S.T (Behavioral, Essential, Strategic, and Targeted) Formula to allow your brand to follow a structured approach to providing the most valuable content to your customers.

 

  • Behavioral: Define your purpose. What do you want to result from consumers reading your content? Having an end result in mind will push you towards the direction of what you will share.
  • Essential: Get down to the basics. What is the most valuable information the customer needs to know at that moment. This is the bulk of your content marketing. Share the information that is pertinent for the customer to know about your brand and its products.
  • Strategic: The content you share should align with your overall business model. Keep your strategy in mind and be sure that the content you share will result in success of your strategy.
  • Targeted: Who is your customer? Knowing your customer and what their needs and wants are will ensure that the content you share will be appropriate to meet the target demographic.

Your website is an opportunity to discuss your products and how they can work for the consumer. What problems will it solve? How can the product fit into current operations?  For example, if your company focuses on building products, you will want to outline the benefits of upgraded to a new window design. You will want to highlight the energy saving costs and other benefits of the upgrade.

 

Who Does It Well

The Web Marketing Association selects brands within over 90 industries and rewards one brand in each with the best website. Take a look at some of the past years winners in the Best Manufacturing Websites are fine examples of website execution.

These websites are interactive that utilize videos and engaging images to capture the attention of consumers. With valuable information such as ‘how-to’ and ‘why us,’ these websites provide all the information potential customers need to know about the brand and the product.

Your website is the perfect opportunity to bring awareness to your brand and all that it can do. By providing the most valuable content in an engaging way, your brand will bring success to your business strategy.

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