Your marketing in 2010: three things you should do

I’ve been running this consultancy service for 18 months now, and I’m thrilled that so many people are appreciating the value of our main selling point – that we understand your technology and customers. Anyone who’s been through it will recognise the heartache involved in briefing a consultant who doesn’t have the slightest understanding of Raman spectroscopy, or thin-film pressure transducers, or blind hole anchor nut fasteners. You don’t want to go there unless you have to.

Having provided a wide range of services to industrial clients in 2009, we’ve decided to focus on the ones where we can offer the most added value in 2010. These are the three things which I think every marketing manager in the industrial and scientific sectors should have as priorities in their online marketing – indeed in all of their marketing – next year.

1. Understanding Online Marketing
I know, it sounds vague, and organising that stand at WidgetEx in March is probably more pressing, but with so many competitors apparently more up to speed with their websites, email and online advertising, can you really afford to let them get away completely? Some of the companies which are working the online channel the hardest are also the smallest and least-resourced. But they’ve learned what needs to be done. I’m passionate about this subject, because I’ve seen far too many companies who I respect throw money at shameless opportunists over the last few years. If they just knew a little bit more about online marketing, they’d never have wasted their promotional budgets this way.

The result is that many marketing managers’ experience of the web and email is that it’s just as hit-and-miss as traditional channels, when in fact it offers the best and most guaranteed return on investment of any marketing opportunity, ever. I want every marketing manager to know exactly where to spend money online, which is why we came up with our Insider Programme, a 52-week introduction to best practice for industrial websites, email marketing and online advertising. At £100/month, I’m not going to make much of a living out of it, as you’ll quickly work out, but I just think it’s something I want to contribute back to a market sector which I’ve worked in for so many years. Read more here.

2. Getting Your Website Right
If you’re on top of online marketing conceptually, you’ll won’t disagree when I say the single most important marketing asset any industrial and scientific company has is its website. However you introduce prospects to your company, from a chat at a trade event, to a direct mailshot, the next thing they’re going to do is to take a look at your website. And the number of people you make aware of your products through traditional channels pales into insignificance compared to the number who find you, each day, through search engines. Companies whose websites don’t grab visitors’ attention and convert them into enquiries simply don’t have a future beyond the length of time their existing customer base will support them.

If your website isn’t forced on you by a parent company, you’re in the fortunate position of having the opportunity to rebuild your website into something fit for the new decade. We can fit you out with a website which is easy to add to and edit, has the latest “social media” interaction built in, and which works its socks off in the search engine results, usually within a four-figure budget. And because we understand your technology, you only have to make the big decisions. We aim to make it the easiest important marketing project you’ve ever commissioned. Read more here.

3. Google AdWords: show me anything which works better
If a magazine publisher offered you the results you can get from a Google AdWords advertising campaign, you’d bite their hand off (and wonder what the catch was). Hundreds of visitors to your website, guaranteed, or you don’t pay? Yes please. The only remaining advantage offered by any other form of advertising is that, well, an AdWords campaign looks a bit baffling to set up and maintain.

No longer. Because we understand what industrial and scientific companies want, we worked out how to make AdWords easier than any other form of advertising. Really. You tell us where in the world you want the ad to be shown, how many visitors you want, and what web pages you want them to be sent to. That’s it. We do all the rest, and send you an invoice. You just have to turn the enquiries into sales (we can’t help there, sorry). Read more here.

And there you have it…
…the three things which I think you should prioritise in your marketing in 2010: understanding the subject, ensuring your website is as good as it can be, and using Google AdWords to generate enquiries. We can help you with all of them.

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