Category: B2B Marketing

The Ultimate Guide to Hiring & Working with Local Internet Marketing Agencies

A marketing agency is a business that helps organizations increase the sales of their products and services. Futhermore, there are two ways to categorize marketing agencies: in-house and external. The former deals with the company’s marketing efforts internally, while the latter works with the company’s marketing externally.

Additionally, there are three main types of digital advertising agencies: performance-based, traditional, and integrated. Performance-based agencies provide services like search engine optimization (SEO) or pay-per-click (PPC) advertising; traditional agencies offer services like print or broadcast media; integrated agencies provide both performance-based and traditional marketing services. So, which one is best for your business? Keep reading to find out.

Why Hire a Local SEO Agency in Your Area?

If you’re looking for internet marketing services in your area, these are a few of the biggest reasons why you might want to hire a local SEO agency, regardless of your industry. 

  • SEO Optimization: Agencies would be able to understand the nuances of your industry and help with local optimization.
  • Keyword Research: Agency experts know what kind of keywords and key phrases to target and how to rank well on search engines so that your business will be seen by more people who are looking for products or services like yours.
  • Local Knowledge: Digital marketing agencies near you will know what searches and trends people in your area are searching for. You also can’t beat face-to-face interactions.
digital marketing packages and pricing

How to Find the Best Local SEO Agency for Your Business in Houston

A local SEO marketing agency will have in-depth knowledge of your industry, be close to you geographically, and have the dedication to work with you long-term. The right agency experts will help you build a digital content strategy that dominates your industry.

So, what are the best practices for finding a marketing agency that can help your business grow? Of course, it’s important to find an agency that understands your industry, has strong local connections in Houston, and has the patience to work with you for years to come. But how do you know which one is right for you?

How Much Should You Budget for an Online Marketing Campaign?

Marketing costs can seem daunting. But it is essential to budget correctly so you can be successful at marketing your business online.

The first step to determining your marketing budget is to look at your company’s revenue and growth goals. If you are expanding, there should be an equal investment in growth and marketing if you want the business to grow exponentially.

After assessing growth goals, you need to take into account the cost of customer acquisition. Customers are expensive — it costs about five times more than what it takes to retain a customer through marketing campaigns or by providing excellent service.

Finding the Best Marketing Agency in South Texas

If you are looking for a top marketing agency in South Texas, look no further. You have come to the right place! You will find all kinds of information about marketing agencies here—from tips for getting started with marketing services in Houston to online marketing strategies with the biggest impact on ROI, top questions to ask a branding agency, and more.

In conclusion, the best way to choose a marketing agency that’s perfect for your business is by following these simple steps. First, ask them about what they do for clients with similar businesses to yours or who have an equivalent budget size. Then ask them about their experience working with your particular market or industry. Finally, see if they offer free consultations so you can meet them in person and see if it’s a match!

Ready to hire and work with the best internet marketing agency in Houston? MARION has been helping Texas businesses advertise big since 1981. We work with our clients to manage their entire online presence, from social media and web design to email marketing and reputation management.

Contact our team today and schedule a free consultation to learn more about our services.

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Why Website Personalization is Key to Website Design

When it comes to content in website design, messages can get lost in a sea of never-ending information on a company’s website. Website personalization is geared around creating a personal digital experience for customers who venture on to a webpage. Why is this important? Because the more engaged a customer is, and the more relatable the content, the more likely they are to be repeat customers.

Website personalization builds a custom experience for each visitor as they enter a webpage, tailoring content based on the visitor’s personal preferences of data collected from previous online behavior. By collecting information on items that have been clicked on prior, other items of similar interest can be suggested to the customer. Email reminders that entice them with more information on products they have already looked at are also a way to invite customers back to your website. Let’s investigate why website content should be based on personal preferences and past behaviors.

Understand Your Audience.

Hone in on the needs of your target audience. By responding to their needs, preferences and expectations, your business can better connect and keep them engaged. For example, this would allow your business the opportunity to make more in-demand items available on your website. When you know what they like, you can make sure you offer it to them.

Increase Customer Loyalty.

Simply put, if you offer them what they want, they will keep coming back for more. A customer is more likely to be a repeat customer if they can relate the message received and website content with their lifestyle. Having options suggested based on their personal preference means they do not have to dig through multiple pages to find what they want. The more user-friendly the website is, the more likely they are to come back and use it again.

Keep Visitors on Your Site Longer.

The average visitor only spends 45 seconds on a website before ditching it. If they stay longer, it’s quite the accomplishment. Capturing a visitor’s attention makes them more inclined to stay awhile. The longer they stay, the higher the likelihood is they will purchase something. When it is personal and more about what you can do for them versus what your company offers in general this is easily achieved.

With only 45 seconds to capture the attention of the average online visitor, you need to hook them — and fast. Website personalization helps you keep your customers engaged and coming back for me. Ready to add personalization to your site? The team at Design At Work, named one of Houston’s best web design companies by DesignRush in 2021, is here to help. Contact us to learn more!

How to Target the Ideal Audience in Google Ads

Google Ads audiences can be a complex topic to understand. Each available audience type and its function differs depending on the type of campaign that you run. Finding the right audience to target can help you reduce ad spend, increase your ad conversion rate, and ultimately increase your company’s revenue.

For this blog, we have narrowed our focus to the two most common Google Ads campaign types – Search and Display.

What Are Audiences in Google Ads?

Google Ads audiences give you more context for users that are clicking on your ads. This includes their demographic information, what their interests are, what they actively search for, and in the case of remarketing audiences, how they have previously interacted with your business.

You can use audiences to narrow your scope so that your ads only target a specific audience, or you can put in place bid adjustments to drive a greater amount of higher-converting traffic.

For expert help with your PPC in Houston, contact MARION today.

What Is Audience Targeting in Google Ads

Audiences play a much more significant role in Google display campaigns than they do in search campaigns. Without audiences for Google display ads, you would ultimately target anyone and everyone in your specified location(s), as much as your budget would allow. Audiences in Google display ads function to narrow the scope and allow you to get more targeted with your ads.

When it comes to search campaigns, you can use search audiences in Google Ads to target users that are more likely to convert by setting bid adjustments. However, the main targeting in Google Ads search campaigns comes from the keywords you select, rather than from the audiences themselves.

The Austin PPC professionals at MARION can help you create and target a custom audience. Contact us for a free consultation today.

5 Types of Audiences in Google Ads

create an audience in Google Ads

1. Demographic Dimensions

Demographic audiences differ from all other audiences on this list. When it comes to demographics targeting, there are some things that you can exclude, and others that you can’t.

For example, you can specify the exact location that you want to target as well as exclude the geographic locations that you in no way want your ads to be served.

Under the “Audiences” tab, you can add or exclude specific demographic groups that fall under any of the following categories – parents, marital status, education, and homeownership status.

When it comes to the remaining demographic categories – age, gender, and household income – you do not have as much flexibility. While the categories are fairly inclusive of all demographics, you cannot exclude any group of people.

While bid adjustments are an option and help give you better control over how much visibility each group gets, the most you can decrease the bid by is 90%. In other words, while the group will likely still get some visibility, said visibility will be at a minimum.

Demographic audience targeting is available across Display, Search, and Video campaigns.

2. In-Market Audiences

In-market audiences are comprised of people that are actively searching for specific products or services. Keep in mind that Google’s machine learning systems determine if a searcher is in a particular in-market audience based on their recent activity. The exact criteria that these searchers must meet is not known outside of Google.

In-Market audiences are available across Display, Search, and Video campaigns.

3. Affinity Audiences

Affinity audiences enable you to target searchers based on their lifestyles, purchasing habits, and long-term interests. This isn’t necessarily what they are currently searching for (you would use in-market audiences for that), but things they have shown repeated interest in over time. “Coffee Shop Regulars,” “Do-It- Yourselfers,” “Bargain Hunters,” and “Sports Fans” are just a few examples of specific affinity audiences in Google Ads.

Affinity audiences are available across Display, Search, and Video campaigns.

4. Custom Intent Audiences

Google Ads custom intent audiences are currently available for Display & Video campaigns only. With custom intent audiences, you use keywords and URLs to create an audience in Google Ads based on products and services for which users are actively searching (like in-market audiences).

5. Retargeting Audiences

Retargeting audiences are made up of people that have already interacted with your ads or website before. This is considered direct behavioral targeting in Google Ads, because you have an explicit record of these users interacting with one of your web properties. You can create retargeting audiences with your Google Analytics audience builder, or with a Google Ads retargeting pixel.

Retargeting audiences are available across all campaign types.

How to Target an Audience on Google Ads

As we mentioned before, not all audience types are available nor will they have the same role across all campaign types.

When implementing certain demographic audiences, as well as affinity, custom intent, in-market, and remarketing audiences, you can either choose for them to be “Targeting” audiences or “Observation” audiences. Targeting audiences will limit your reach to only those that fall under any of the audiences that you select.

Observation audiences, on the other hand, don’t narrow the scope at all, but rather give you insights. This way, you can segment your audiences to see how they perform, then pursue the top performers more aggressively in the future.

Implementing Affinity, Custom Intent, & In-Market Audiences

Once you log into your Google Ads account, find the “Audiences” tab in the left-hand menu.

search audience in Google Ads

Select the Campaign/Ad group where you want to implement the audience(s) and then click on “Add Audiences”

behavioral targeting in Google Ads

Here is where you can select whether the audiences you implement will be Targeting audiences or Observation audiences.

If you do not have a specific audience in mind that you want to target, you can click on the “BROWSE” tab to view the options that are available to you.

custom audiences in Google Ads

Once you have selected the audiences you want, click Save.

Implementing Remarketing Audiences

Though the steps to implement your remarketing audience is the same as what we outlined above, with remarketing audiences you must create them first before you can implement them into your campaign(s).

To start off, you must first ensure that your Google Ads & Google Analytics accounts have been linked or you have implemented a Google Ads tracking tag on your site. You will have to set up the audience source before you can implement any remarketing audience. Once that has been completed, click on the “Tools & Settings” wrench on the top right. Under “Shared Library,” click on “Audience Manager.”

how to target an audience on Google Ads

On the following page, click on the blue plus sign Google Ads interest targeting.

You may choose to create an audience list for all visitors or strictly for visitors that viewed certain pages on your site, depending on your campaign and goals. Once your remarketing audience list has been created, you can follow the steps we outlined previously for other audiences to implement your new remarketing audience.

Implementing Locations & Demographics (Age, Gender, & Household Incomes)

The age, gender, and household income demographics can be found under the “Demographics” tab on the left-hand menu. Location can also be found in its own separate tab on the left-hand menu.

MARION Can Help Your Paid Ads Reach the Perfect Audience

Implementing Google Ads audiences is just a small portion of running an effective PPC campaign. Our Texas marketing agency has the expertise needed to generate the results you are looking for.

Contact us today to schedule a free consultation with one of our Google Ads marketing experts!

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How to Increase Facebook Followers for Business Pages

In the first quarter of 2020, Facebook reported over 1.73 billion daily active users. Whether you’re employing B2C or B2B marketing strategies, Facebook can be an effective way to connect with your customers and target new audiences. Not having a Facebook Page for this community could cost you potential sales and clients.

In this blog post, we’ll discuss a few examples of how to grow followers on your Facebook Business Page.

Purpose of a Facebook Business Page

Having a Facebook Page creates a space for you to communicate with current and future customers. You can use it to post information about your business and highlight sales, events, products, and much more.

As you increase the amount of Facebook followers, your business’s exposure will grow and reach a massive number of engaged users. We’ll share some tricks of the trade we’ve picked up after years of providing Austin and Houston social media marketing services.

Where to See Facebook Business Page Likes and Followers

You can view your Facebook Business Page’s likes and followers under the “About” section. Wondering what the difference between “liking” and “following” a Page is? When you like a Page, you will start following updates from that page by default.

You also have the option to unfollow it so the content the Page posts won’t show up on your newsfeed. This way, you can show support for a Page without having it clutter your timeline. Following a page means you would like content to show up on your newsfeed.

how to increase Facebook followers for business

How to Get Followers on Your Facebook Business Page

There are several different methods you can try to boost the amount of Facebook followers on your page. Some approaches might work better depending on what type of business you have, but here are some tried-and-true strategies that will work for all types of Pages!

  1. Fill Out Your Profile
  2. Display Social Buttons
  3. Be Engaging and Responsive
  4. Run Ads
  5. Establish Posting Schedule

1. Fill Your Page Out Thoughtfully

People come to your Page searching for more information, so include all the details they could possibly need. This includes up-to-date links, photos, and contact information. For an extra competitive edge, include descriptive and on-brand company biographies and stories.

Your Facebook Page’s content should still feel familiar to your loyal customers. This way, they’ll be inclined to use your Page as a tool to keep updated on your business. Your followers might not be checking your website every day, but they’re most likely scrolling through Facebook multiple times a day.

2. Display Social Buttons

An easy way to advertise your company’s Facebook page and increase your followers is to display easy buttons on your website, other social profiles, and emails. Putting social buttons on your website and cross-promoting across different platforms also has an added benefit of “training” search engines into recognizing and associating your official Page with your business.

Along those same lines, if you’re familiar with Organization Schema Markup, you can use the sameAs property to tell search engines with social media profiles are tied to your business. In this way, search engines can understand which social profiles you maintain and how much of an authority you are across the web.

Contact MARION today if you’d prefer that a trustworthy SEO agency handle the technical details of optimizing your digital presence.

3. Be Engaging and Responsive

When a follower comments on a post or leaves a review, a great way to get more followers on your Facebook Business Page is to reply as soon as possible. A responsive Page provides a valuable way for customers to communicate with you so they’re more likely to interact with your Page. When you provide value and build relationships with your customers, your follower count will grow.

4. Run Facebook Ads

Having a Facebook Business Page makes it easy to run ads so you can boost your Page’s posts and reach more users that don’t follow you. You can even use their ad platform to target specific audiences and demographics, so you can tailor your search for more Facebook followers.

Advertising through social media requires a bit of investment, it is still relatively cheap and simple. This is possibly the most effective way to increase Facebook followers for your Business Page.

5. Create a Posting Schedule

how to get more followers on a Facebook business page

Posting quality content consistently on your Page is a requirement for a successful social media presence. Posting too infrequently is detrimental because your business will be easily forgotten or dismissed. However, this doesn’t mean you should post several times at 11 PM when you remember– you don’t want to spam or annoy your followers.

The best solution is to schedule your posts ahead of time, so they regularly go out at optimal intervals and times. There may be an ideal time for your customers to view your posts based on your industry.

For example, a non-profit might perform better posting on weekdays during work hours, while a retail company might perform better posting on afternoons on the weekend.

Do some research and determine what makes the most sense for your business and watch your follower count rise! Once you have a winning strategy in place, scale it out by creating a content marketing calendar for social media.

MARION Provides B2C and B2B Social Media Marketing Services

If you need guidance on how to increase Facebook followers for business or are too busy with other tasks to manage your social presence, MARION Integrated Marketing has the tools and expertise to help you reach your goals. Our social media team works closely with you to determine the best strategies for your business.

Contact us to schedule a free consultation today and learn more about our social media marketing in Austin, Houston, and DFW!

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How to Build a Digital Content Strategy That Dominates Your Industry

Now more than ever, the success of your business depends on your ability to reach potential customers through digital platforms. The Coronavirus pandemic showed the world that traditional, face-to-face marketing is not always possible. Meanwhile, creating an effective web presence for your business practically allows you to generate new business around the clock.

But, in a world where all businesses understand the importance of being found online, how do you transcend the noise? Building a well-researched content strategy for the web is your ticket to a sustainable competitive advantage in your market.

What Is Content Strategy?

Content strategy is the planning and management of all media assets, both traditional and digital, that your company owns. Content strategy is essentially the roadmap that your content marketing campaigns follow to drive results. A sound content strategy is the difference between a marketing department that is treated as a cost center vs. a profit center.

Is a Digital Content Marketing Strategy the Same?

A digital content strategy is part of your content strategy that plans and manages your digital media assets. Content planning in digital marketing has become markedly different from traditional content planning and strategy. Many times, traditional and digital content strategies are trusted to separate sub-units of a marketing department because of the required skill sets.

digital content strategy plan

Some of the main marketing activities of a digital-first content strategy include:

  • Web Design and User Experience (UX) Design
  • Search Engine Optimization (SEO)
  • Pay-per-Click (PPC)
  • Social Media Marketing (SMM)
  • Video Marketing

Why Is a Content Strategy Important?

Content marketing without a content strategy would look like a young child’s soccer game. The game has clearly defined rules and strategies for success, but the players are mostly unaware of them and exert themselves all the same. Your content strategy converts your marketing exertion (employee time, marketing budget, supporting software and marketing tools) into revenue from customer conversions.

Digital Transformation for Marketing

After serving East Texas customers for nearly 40 years, it was easy to identify which businesses were early adopters, majority, or laggards when it comes to building an online content strategy. Some businesses were active participants in trade shows and placing bids on public jobs but didn’t even have a website. Today, having a website and profiles set up on common social media platforms is expected for nearly all brands.

For help with the digital transformation of your marketing, speak with MARION about how our digital marketing agency can help!

Digital Content Types

Digital content isn’t strictly limited to the pages on your website. While many forms of online media are hosted on your site, others can be found across the web on third-party platforms. Some of the more common types of digital marketing content are listed below.

  • Web pages
  • Blog posts
  • Social media posts
  • Case studies
  • Infographics
  • Ebooks and whitepapers
  • Emails
  • Display ads
  • Videos
  • Podcasts

How to Create a Digital Content Strategy

Learning how to make a content strategy for your digital assets can be easy when you follow the right framework. In the sections below, we cover how you can build a digital content guide in five broad steps.

  1. Establish Goals
  2. Audit Existing Content
  3. Conduct Content Strategy Research
  4. Create Digital Content
  5. Publish and Promote

1. Establish Your Goals

Your marketing goals and objectives will frame your entire approach to building a content strategy. The following examples will illustrate very different business needs that will help create an appropriate digital marketing content plan.

content planning in digital marketing - goals

A B2C company that sells packaged food products to grocery retailers may be interested in developing a robust online presence, but it doesn’t need to generate sales with its internet content. They know they can stick to top-of-funnel educational content to build awareness with their target audience and demonstrate expertise to their potential distributors.

A B2B company that sells high-ticket industrial equipment can generate some sales through its existing network, but they count on their digital content to generate most of its leads. When digital marketing for manufacturers needs to generate business leads, a more inclusive digital content strategy is required. Top-of-funnel, middle-of-funnel, and bottom-of-funnel digital content must be included in a content strategy map that can meet customers at the awareness, consideration, and decision-making stages of their buying process.

When lead generation is the main concern of your digital content strategy, SEO will be a recurring theme that needs to be covered in your planning process. MARION can help deliver effective content marketing services and SEO services to breathe life into your strategy.

Another key part of your goal setting involves who you want to reach with your digital media. Creating buyer personas is a great way to paint a picture of your ideal customer so that you can shape your content to appeal to that persona. We cover the creation of buyer personas in our guide about marketing strategies to improve sales.

2. Audit Your Existing Content

After you’ve established your digital marketing goals, visit your existing base of digital media to see what can be used or reused to meet those goals.

For companies that have been entrenched in a purely traditional marketing approach, you may be able to transpose sell sheets into middle-of-funnel or bottom-of-funnel content assets.

For companies that have been engaging in business blogging without any underlying strategy, you may have plenty of insightful blog articles on your website that just need edited and updated to suit your goals.

digital marketing content plan

Whatever your situation, take inventory of your existing media and, at a minimum, label which stage of the customer journey (awareness, consideration, decision) it pertains to the most. You can also document whether it has a relevant call to action. For instance, if you turn a sell sheet into a web page about your products, you need to have clickable phone numbers or an online form embedded on your page.

3. Do Content Strategy Research

If you’re developing a content strategy that aims to generate customer conversions, your content strategy plan will involve a lot of SEO considerations. One of the best approaches for turning your website and digital marketing properties into an SEO powerhouse is to build the largest, most authoritative base of relevant content in your market.

The best tool to do this with is SEMrush. This video by the SEMrush team walks you through a method for identifying and building a digital-first content strategy that can help you outperform your competitors.

4. Create Your Digital Content

You can create your digital marketing content plan now that you know what topics you need to cover and which technical items you need to include in your digital content.

For blog posts and web pages, use the keyword research that you gathered using SEMrush to create a framework for your page or article. This framework should identify which subtopics you need to include (based on your research of top-performing competitors) and which keywords need to be used within the article.

online content strategy - research

For video content, feel free to use the same topic and keyword research while creating your script. If you’re using YouTube to host your video online, but sure to optimize the tagging section with relevant keywords and include your closed captioning. By seamlessly integrating relevant keywords from the start of your video creation process, you’re setting your production up for success. However, creating a quality video with real insights is a dimension that you’ll have to cover on your own.

IMPORTANT NOTE: Creating digital content that is technically optimized is a qualifying dimension in today’s competitive environment. For your content strategy research to pay off, the insights in your digital content need to be high-quality, and your writing or speaking needs to be engaging and professional.

5. Publish and Promote

Your digital content marketing strategy means nothing if it’s not being found by your target audience. Where are you planning to distribute your new digital content assets?

digital content strategy map for publishing

If you’ve properly optimized your content for search engines, your plan may not be distribution-heavy. Ideally, your new content will rank for relevant keywords and attract your target audience on its own. However, there are ways to supplement that traffic and improve your odds of being found.

For example, your social media posts don’t have to be stand-alone pieces of content. You can create a social media content calendar that systematically shares links to your new website content. You can send regular email updates to your list of subscribers that include references to your videos. You can run paid search ads to your newly minted case studies or whitepapers. You can learn how to advertise on social media so that your new digital content reaches a wider audience than you ever thought possible.

Keep in mind that your digital marketing content plan should include suggested distribution channels even before your content is created. By combining these forethoughts with your customer persona information, you can craft content that truly speaks to your potential customers.

MARION Can Help You Create a Winning Digital Content Strategy

When you’re in need of Houston or Austin web design, content marketing, SEO, social media marketing, or even just general marketing strategy, MARION can help. We have in-house experts that know how to drive results for both B2C and B2B clients in Texas.

Contact us today to schedule a free consultation and discover how we can turn your current marketing assets into a revenue-generating machine!

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Generate ROI with Content Marketing for Manufacturers [W/ Examples]

Too many B2B marketers aren’t taking advantage of content marketing, which can cost less than other traditional marketing methods and generate more business leads.

According to DemandMetric, content marketing costs over 60% less than traditional marketing and creates three times as many leads. Discover how your industrial company can develop and leverage a content strategy for better ROI.

Why Is Content Marketing Difficult for Industrial Companies?

Content marketing is a marketing methodology that concentrates on providing valuable information to potential customers and a targeted audience. Inbound marketing agencies use content marketing to create solutions, then let the right prospects find those solutions and request to become a paying customer. Instead of pushing your solutions, you’re providing part of them for free and pulling qualified leads to you.

Content marketing strategies for industrial and manufacturing companies differ from an average business. It can be difficult to come up with engaging content due to the niche content and often “dry” subject matter. Your audience will also be much smaller and more knowledgeable.

Why You Need a Content Strategy for Manufacturing Marketing

According to the Content Marketing Institute, only 51% of North American manufacturing marketers (compared to 73% of B2B content marketers) prioritize their audience’s content needs. From a search engine optimization (SEO) standpoint, putting out optimized content can also increase your organic rankings and drive more traffic to your website. Get ahead of the curve in your industry by creating an effective content marketing strategy.

Content marketing is a cost-effective method of reaching consumers. Your target clients are most likely high-level decision-makers that conduct a lot of research before making any final choices. Build trust and create loyalty through content marketing by providing value to your customers. By answering their questions and solving their issues, you are establishing your company as a thought leader and demonstrating that you are a better, more experienced option than competitors.

manufacturing content marketing strategy

Examples of Manufacturing Content Marketing

When it comes to the inbound marketing methodology, there are three main steps in your customers’ journey:

  1. Awareness
  2. Consideration
  3. Decision

During each phase, the customer has different needs and goals to consider as you develop your industrial content marketing.

Top of Funnel Examples

content marketing for industrial companies

At the top of the funnel, you are primarily focused on fostering awareness. Your potential client is starting to realize they have a problem and they are looking to find out what it is. Your goal is to educate them and position your offering as (at least part of) the solution.

Blog Posts

Blog posts are a great way to distill complex information into an accessible and approachable format. New visitors will be more likely to engage with your website and start a conversation with new topics and issues for them to consider. Over time, it will also help drive traffic as your industrial or manufacturing SEO improves.

Social Media Posts

Promote your blog posts and other content you create via social media, an inexpensive and effective method for disseminating information and increasing brand visibility. Social media for manufacturers provides opportunities for your audience to discover more information. Your followers are already interested in what you have to say, so you’re always reaching the right audience.

eBooks & Whitepapers

If a topic requires more in-depth treatment, eBooks are a great way to provide value to potential customers. Your B2B customers typically enjoy eBooks because it feels like they are receiving something very useful for free.

Middle of Funnel Examples

content marketing for manufacturing companies

This is the “consideration” stage, where your potential clients are conducting research on who to give their business to. The goal of your manufacturing marketing strategy during this stage is to demonstrate that you are the best fit for their needs.

Case Studies

Case studies are a great way to persuade potential clients that your business is the right choice. Analyze previous success stories so your audience can see how you solved problems for similar customers.

Email Marketing

Email marketing is an inexpensive yet effective method to nurture your leads. With this B2B marketing strategy, you can target different groups by segmenting your email list. Use a drip email marketing campaign to regularly send prospects educational content and develop trust in your brand over time.

Product Comparisons

In the middle of the funnel, buyers know they need a product or service but aren’t sure which one to choose or which features even matter. A buyer’s guide for your solution can help reduce their friction.

Use comparisons of your solutions and your competitors’ offerings to help prospects identify the difference in value. This tool helps highlight your advantages in advance and hopefully moves your would-be customers closer to a purchasing decision.

Bottom of Funnel Examples

industrial content marketing

At the bottom of the funnel, your prospective customers enter the “decision” stage. Your goal is to convert them into a customer by convincing them to choose you over your competitors with all the right targeted content.

Product Guide & Videos

Videos are a great way to showcase your products, services, or testimonials in a visual manner. Some products or services need to be demonstrated, and videos help you answer any remaining questions in a more personal and engaging medium.

Customer Testimonials

Testimonials straight from your previous customers tell your prospective clients that you value customer experience and work to deliver a quality solution. Make it as easy as possible for past customers to share their experience working with you to ensure authenticity.

Personalized Demonstrations

One of the most effective ways to use content marketing to convert your customers is a personalized demo. Create a video that demonstrates exactly how your business can provide the solution to their specific issue. Personalized videos help your lead feel like you are invested in them and are willing to go above and beyond.

Contact MARION for Help with Your Industrial Content Marketing

If your manufacturing company is looking to get started with content marketing, MARION is happy to help! We have decades of experience delivering high-quality manufacturing web design, print design, and marketing campaigns for Texas-based businesses.

Contact our team of experts today and find out how we can help you get started with content marketing for manufacturers.

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Social Media for Manufacturers – How to Get B2B Social Media Marketing Results

Social media marketing for B2B may be less straightforward than B2C marketing, but it’s just as important in building your brand and business.

In this blog post, we’ll walk you through which platforms you need to be on as a manufacturer, why it’s an important part of marketing for manufacturing companies, and how to form a manufacturing social media strategy.

Why Social Media for the Manufacturing Industry is Important

Not too long ago, social media didn’t seem like a necessity for B2B companies. However, as the workforce shifts towards a more tech-savvy generation, more and more key decision-makers are going to be looking online for more information before they decide to work with you. This makes social media for manufacturing companies an indispensable channel.

Having a polished social media presence is beneficial for many other reasons. Social media activity can help boost your SEO efforts, generate leads, aid with customer service, and much more.

If your social presence indicates you are a leader in the manufacturing industry and care about communicating with customers, it’s more likely you’ll stand out from your competitors.

Best Social Media Platforms for Manufacturers

Some social media platforms make more sense for manufacturers than others. Your customers will be less inclined to interact on more casual or “trendy” platforms such as Instagram, Pinterest, or Snapchat.

Here are the best manufacturers social media sites to help with your B2B marketing strategies:

LinkedIn manufacturers social media

LinkedIn

LinkedIn is the best B2B social media site to pursue, with over 94% of B2B marketers on the platform. This is a great place for businesses to build thought leadership and develop significant connections.

LinkedIn also has a large number of decision-makers. 45% of LinkedIn members are in upper management. LinkedIn Ads allow for very precise targeting with filters such as job seniority, company size, member age, industry, and much more.

Most users on LinkedIn are on the site to connect with other people in their industry, so that’s already a key step in separating valuable leads from the crowd. LinkedIn also has a Groups feature where you can find, connect, and interact with potential clients in a very targeted pool. Joining a LinkedIn Group is a great platform to showcase content marketing for manufacturing companies, and a fantastic way to drive leads and traffic towards your company.

social media industrial marketing on Facebook

Facebook

Having a page presence on Facebook is still a must. Without a Facebook Page today, your credibility may be questioned. In fact, it could even have a negative impact on local SEO for manufacturing companies.

Many customers will go on your page to contact you through Messenger or public posts and comments. This is a great way to connect with people and direct them to exactly who they need to speak with. These visitors could be looking for quick clarifications and initial questions so it’s important to monitor this channel closely. With over 2.5 billion monthly active users, your social media industrial marketing is bound to reach your target audience through Facebook.

social media marketing for manufacturers on YouTube

YouTube

The possibilities of marketing for your manufacturing company on YouTube are endless. YouTube is a great way to showcase your company and its products to build brand recognition and improve SEO. The video assets you create on YouTube can also be included in your manufacturing website design. While YouTube technically functions as a search engine, many consider it a social media platform because of the engagement it facilitates.

Marketers could upload videos of customer testimonials, product tutorials and demonstrations, service walk-throughs, trade show appearances, and much more. Anything that tells your brand story is worth posting!

Twitter social media marketing for the manufacturing industry

Twitter

Social media marketing for manufacturers doesn’t always prioritize Twitter, but it’s still important to have a company Twitter account. Your role on Twitter should be an educator. Use this channel to share interesting and engaging information.

As a mobile-first platform, many of your clients on-the-go can view your posts easily. If there’s ever a crisis, Twitter is an excellent tool to get any message out quickly and promptly reply to others.

How to Form a Manufacturing Social Media Strategy

The first thing you should do when coming up with a social media strategy for manufacturing is to determine your audience. Which websites are they using the most and which ones are they interacting with you on? If you have no idea, it might be a good idea to investigate what your competitors are doing.

After you decide on which platforms to best reach your potential clients, it’s useful to come up with a content schedule. This way, you can post consistently and build a following that knows they can depend on you.

Make sure you monitor social media regularly so you can quickly respond to customer posts and inquiries. Spread out self-promotion amongst content marketing so long-term followers don’t get fatigued from the same content.

Struggling to Develop a Social Media Strategy? Call MARION Marketing Today!

MARION has years of B2B marketing experience from working closely with industrial manufacturers across Texas. If you need assistance with your social media strategy, our expert team of SEO and social media professionals knows exactly how to craft one customized for your business’s needs.

Contact us today to schedule a free consultation with a member of our marketing agency!

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SEO For Manufacturing Companies – B2B Industrial SEO Tips

Industrial manufacturing is typically a very B2B-oriented industry and you may be wondering what the rules and best methods are when it comes to SEO for manufacturers. After all, this channel has a majority stake in the success of digital marketing for manufacturers.

In this blog post, we will discuss how to generate leads by increasing traffic to your manufacturing website through SEO.

Why Is Industrial SEO Marketing Important?

The manufacturing and industrial markets are highly competitive – everyone’s fighting for big-ticket clients and sales. Since the monetary investment is usually very high, your potential clients will be doing lots of research on your business and products.

If you are not getting ahead of the curve and developing an SEO strategy for your website, you will fall behind in the race to reach potential customers!

How to Market a Manufacturing Company Using SEO

Compared to business-to-consumer companies, B2B companies have a much smaller market of potential clients and the person researching your business may not be the final decision-maker. Because of the small target audience and fierce competition, B2B marketing strategies take a lot of time and money to execute effectively.

Keeping this in mind, there are several strategies that will help your manufacturing company rank higher in search results. Here are some of the most common methods and best practices for B2B industrial SEO.

manufacturing SEO

SEO Content for Manufacturers

Having high-quality content on your website will help you generate more backlinks and help improve your search ranking on Google. If you’d like to rank higher on a search results page, you need to build authority by demonstrating your expertise.

Since manufacturing companies tend to have industry-specific jargon and concepts, this is a good opportunity to focus on creating informational or educational content that provides value to readers. Manufacturing content marketing can be in the form of blog posts, videos, infographics, white papers, case studies, payback analyses and more.

You can also prove your expertise by guest blogging on other websites and linking back to valuable resources on your own website in the process. The more quality content you publish, the more likely people will refer to you and your manufacturing website.

For expert help with content marketing in Houston and Austin, contact the MARION team today!

SEO for industrial and manufacturing companies

Optimize Titles, Headings, and Descriptions for Products and Services

A basic but often overlooked element is to properly include keywords in your titles, meta descriptions, and headings. Your manufacturing SEO strategy may be hindered if your website is bogged down with industry jargon and winded explanations.

Be sure to emphasize and summarize the most important keywords first in your titles and headings. This will help users (and Google) figure out what your page is about.

While meta descriptions may not directly affect your search ranking, customers will be searching for specific products and services. Make it easy for them to learn what you’re offering by summarizing the page succinctly. Writing copy that piques interest will greatly improve your click-through rate.

For more help with SEO in Austin, Houston, or DFW, contact the team at MARION today!

B2B industrial SEO for manufacturers

Local SEO for Manufacturing Companies in Houston

Your local SEO strategy will encompass many things. First, it’s imperative that you register and optimize your business profiles on Google My Business, Facebook, Yelp, Bing, etc. Filling out all the information (name, address, phone, hours, business description etc.) and selecting the right categories will help you rank higher and more accurately.

After you’ve created your pages, you can then start accumulating customer reviews to showcase your business’s experience and customer satisfaction. This will signal to Google and potential clients that your business is trustworthy and worth the investment.

If you operate locally, make sure you include your location(s) on your business pages and website so possible clients in your area or market can easily find you. If you’d like to go a step further, you could also create a few profiles on local business directories.

Use our guide to learn how to get Google reviews for your business today!

SEO agency for manufacturing

Web Design SEO for Industrial Manufacturers

Website design and SEO work together because Google values websites that offer a great experience for users. A website that is easy and pleasant to use will bring visitors back and improve your search ranking over time. SEO-friendly web design for industrial and manufacturing companies can be tricky if you have a lot of information, brochures, large images, and other materials.

It’s important to have clean, clear navigation or else your site could leave a bad impression on users (and therefore your company and brand). They’ll be less likely to come back to your website or recommend your business. If a competitor offers similar products or services at the same price point, they’d probably choose the company that has a more professional and appealing website.

You want your visitors to stay and browse your website, which won’t happen if it’s not convenient to use. One of the biggest factors is page load or page speed. 40% of visitors will leave your page if it takes more than three seconds to display. To avoid this pitfall, learn how to reduce website loading time for your site today.

This is especially important with mobile optimization – if your website is not designed to load quickly and properly on mobile, you’re missing out on a huge portion of Google search users. As early as 2016, almost 60% of searches were made from mobile devices, and that number is likely higher today. Optimizing your website for mobile searches is one of the most essential tasks for your website design.

For expert manufacturing website design, contact the seasoned design team at MARION!

What Does an SEO Agency For Manufacturing Do?

SEO agencies help you determine the best plan of action in order to improve your website’s search engine ranking and user search experience. An effective agency that can assist with SEO for industrial manufacturing ideally has experience with manufacturing companies, web design, as well as SEO.

Learn which questions to ask and how to choose an SEO agency that will set you up for success. An experienced agency will be able to pinpoint what your website needs and come up with a customized strategy to increase the number of visitors and leads.

For professional help from an Austin or Houston SEO company, contact MARION today!

Looking for a Manufacturing SEO Agency? Contact MARION Today!

MARION Integrated Marketing is one of the top SEO agencies for manufacturing companies in Houston, Austin, and DFW with years of experience. Our expert team of SEO and web design professionals will work with you to create a beautiful and efficient website for your industrial business or assist you with SEO maintenance.

Contact MARION today! Whatever you need, the strategists at our Houston marketing agency know how to craft a customized plan to achieve your goals in the B2B manufacturing industry.

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Using Press Releases in Your Marketing Strategy

With all the other brand development strategies available, press releases have fallen to the wayside in recent years. However, a press release can be a very effective tool for marketers. It just takes a little extra work to make it stand out.

In this blog post, we discuss the different reasons to write a press release and how to disseminate one.

What Is a Press Release in Marketing?

A press release in marketing is when a brand releases a summarized announcement of something they are trying to promote. The hope is that news organizations will want to publish a story about it in their publications.

A press release is not a prewritten story to be copy and pasted – journalists decide whether they would like to follow up on the lead and write their own articles or posts. However, press releases can and are often used as quotes or official statements.

do press releases work?

When to Do a Press Release

Utilize press releases when something is newsworthy. This is very important because journalists want to write about things that catch people’s attention and are genuinely worthy of their time.

Journalists and reporters will need to decide if they want to spend their time and effort doing research, getting quotes, and finally actually writing the story. This time investment means that journalists are selective and boring announcements end up being ignored.

What Should Be in a Press Release?

The basics that a press release should include are:

  • the main announcement
  • relevant dates
  • locations
  • contact information

The tone should be professional with correct grammar and no spelling mistakes. This is an official statement from your business and should therefore represent it well. For professional help, contact a Houston internet marketing company like MARION.

How Long Should a Press Release Be?

A press release should be kept short and sweet. Try to keep it all within one page. All you need are a few paragraphs to hook the reporter and give them the most critical information to get them started on their story.

Do Press Releases Work?

These days, the ease of writing and sending out a press release has caused an influx of low quality press releases with little-to-no newsworthiness. Many journalists comb through hundreds of press releases (most are thinly-disguised ads) a day and only get a handful of real leads.

how long should a press release be?

Press releases work when you have something BIG to announce, and only when your company is doing something momentous or consequential. If you’re asking yourself whether it’s newsworthy – it’s probably not. It should be a resounding yes even to an average person with no investment in your operation.

Press releases can be even more effective for internet marketing in Austin or Houston if you tailor it to the publication you’re targeting. What you would send to a large magazine could be different from what you send to a niche blog.

Press Release Marketing Strategy

Consider the following benefits and aspects of writing a press release before adding this to your overall marketing strategy.

Press Release Advantages and Disadvantages

The main advantage of using a press release is the convenience and ease it brings. You can whip it up quickly and send it out to as many journalists as you want. It’s a good way to get the word out when you have something big to announce.

The disadvantage is that most journalists’ inboxes are overflowing with flowery, unimportant press releases which makes it easy for yours to get lost within the crowd. However, when written effectively, a press release can stand out and benefit both you and the journalist.

writing an effective press release

Writing an Effective Press Release

An effective press release grabs attention and tells a story while still conveying its message clearly. It should be designed to save the reporter as much of their time as possible.

Most reporters will open your press release and skim quickly. Include any pertinent background information on products or services that the journalist may have difficulty finding out about on their own. Some writers may drop a story if they cannot find important information easily.

Finally, finish the press release with a boilerplate – a short paragraph summarizing your company that appears at the end of every press release. When written effectively, press releases can be highly beneficial to both B2C and B2B marketing strategies.

How to Write a Press Release for a Product

In addition to the core items above, writing a press release for a product should basically highlight a before and after.

If the product is new for your business, the change is obvious. You need to highlight product benefits and features, how it’s different from similar products on the market, pricing, and a quote from someone at your company who was closely involved with product development.

If the product is a new version of an existing product offering, highlight any new benefits and features, improvements, cost-efficiencies and pricing, and a quote from the development team. If the product is digital, you may want to link to a changelog that reinforces a timeline of the new capabilities.

How to Write a New Hire Press Release

Writing a press release for a new hire is a bit easier. Start with the core press release components, but outline where your new hire fits into the current org chart, how they will add value, and relevant background information that will instill confidence in your customer base.

Most new hire press releases are for high-profile individuals, or highly-specialized individuals who are well-known within their niche. Selling these new employees on your company and its vision should in turn sell your customers on the product/service that you offer.

How to Write a Press Release to Promote Your Business

Factors to consider when writing a press release to promote your business are less defined. As is the common theme throughout this article – your press release needs to add real value to journalists and eventually the community at large.

Show that your business has offered a new free tool, helped the community (by volunteering, a donation, etc.), or has made some sort of interesting technological advancement. The bottom line is, adding value to the world in a big way will turn heads.

Do Press Releases Help SEO?

Writing press releases for SEO used to be a commonplace tactic, but as the quality of press releases fell and the quantity grew, Google started to penalize websites that abused this method.

Nowadays, your press releases should contain no-follow links if you want to avoid being penalized. Many online press release syndication platforms automatically apply the no-follow attribute to all links within press releases anyway.

writing press releases for SEO

Press releases can help indirectly with your SEO if you are writing about interesting developments and actual newsworthy content that will bring people to your website. If you target the right reporters or audience, your press release strategy will help improve your site’s SEO by getting press coverage that develops your brand’s expertise, trustworthiness, and authority.

Where to Send Press Releases for Free

Sending a digital press release is extremely easy with the help of many free websites where you can distribute your press release. Most of these sites offer premium plans with customizable options. Some sites you can use to send press releases for free are:

MARION Can Help Refine Your Marketing Strategy

Writing and sending out press releases can take a lot of time and effort, especially if you’re confused with the process. If you need help on writing a press release to promote your business, let MARION Marketing Agency assist you!

Contact our experienced team today to see which strategy will work best for your business.

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15 Low-Cost Marketing Ideas for Small Business Owners

As a small business owner, you may have limited resources when it comes to marketing. Small business marketing is all about getting creative – there are countless things you can do to stretch your dollar, especially with the Internet so readily available.

In this blog post, we’ve compiled our favorite small business promotion ideas for your convenience!

  1. Social Media
  2. Start Blogging
  3. Attend Industry Events
  4. Consider Rebranding
  5. Volunteer
  6. Start Email Marketing
  7. Connect with Reporters
  8. Apply for Awards
  9. Brand Your Vehicle
  10. Customer Referral Programs
  11. Customer Loyalty Programs
  12. Start Podcast
  13. Offer Free Class/Webinar
  14. Build Expertise
  15. Publish Whitepaper

15 Low Cost Marketing Ideas for Small Businesses

Whether you’re in search of B2C or B2B marketing strategies, these fifteen marketing strategy ideas for small business owners are sure to get you started!

Keep in mind that just because one of these strategies works for someone else doesn’t mean it will work for your business. Devise a test campaign with clear marketing goals to see if these techniques can work for your company.

1. Take Advantage of Social Media

One of the best free marketing ideas for small business owners is utilizing social media. Not only is it vital to building on online presence for your business, but the possibilities are endless when it comes to social media platforms. You can host online contests, cross promote your content and videos, respond to customers, reach out to local influencers, and much more.

If you’re looking for creative ways to market your small business, a growing trend is to start a Facebook Group that brings value to others. For example, if you own a bakery, you could start a group called “Houston Bakers” where you can discuss the local industry and help each other troubleshoot common issues. As the leader and moderator of the group, you are establishing yourself as an expert and guide to the rest of the community.

Use our list of recommended free social media tools for small businesses to help you get started.

2. Start A Blog (Helps with SEO, Etc.)

Continuing our list of tips on online marketing ideas for small businesses, starting a blog is one of the most effective and inexpensive options.

Some of the benefits of blogging for marketing include interest generation and improved SEO. By improving your search engine optimization, you can attract more customers to your site and create more opportunities for customer conversions. A blog also brings value by teaching people or informing them of industry concepts, issues, or solutions.

Read our article on search engine optimization outsourcing for more tips on marketing your small business in a cost-efficient way.

3. Attend a Conference or Trade Show (Hand Out Business Cards, Network, Etc.)

marketing for small business owners

It can be difficult to think of low-cost B2B marketing ideas for small businesses – luckily, attending industry events is a goldmine for getting the word out about your company.

Connecting with other businesses in your industry is critical to developing new leads and contacts. You’ll also learn new strategies or attend seminars specially crafted to help you develop your business. Make sure you spend the entire event networking and handing out your business card.

4. Revamp Your Branding

Speaking of business cards, is your business’s branding up-to-date or has it been a while since you refreshed your company’s image? Some places communicate how dated they are with their clunky logos and outmoded color schemes.

One of the most overlooked marketing tips for small businesses is making sure you present the best first impression possible. People have short attention spans and plenty of options – make sure you grab and keep their interest!

Learn more about popular company color schemes that will appeal to your audience. If you’d like professional help, contact our Houston branding agency today!

5. Volunteer or Donate to Boost Your Brand Reputation

marketing strategy ideas for small business

Giving back to your community is an excellent way to create goodwill and boost your brand visibility. When you donate your products or offer your services under your business’s name, people will associate your brand as a helpful and positive presence. People will also see examples of what you offer or try your free samples.

There are several other different ways to market your small business at a charitable event – for example, you could donate a portion of your sales, give your employees a day off to volunteer and represent the company, sponsor an event or team, and much more.

6. Connect with Customers Using Email Marketing (Newsletter, Offers, Etc.)

Contrary to popular opinion, email marketing can be extremely effective. Not only is it an easy, low-cost way to disseminate information to your customers, but it is proven to be an excellent investment – for every $1 you spend on email marketing, you may expect an average return of $38.

An effective email marketing strategy can include monthly newsletters, exciting announcements, push promotional offers, and more!

7. Be Accessible to Reporters

internet marketing for business owners

One of the more unconventional marketing strategy ideas for a small business is to get on local media. Local news reporters are constantly looking for sources to quote – make sure you’re available by signing up for HARO (Help A Reporter Out) for the opportunity to get free press.

If there is a current event in your industry, you could be called in as an expert (giving your business a boost in credibility and visibility). Types of digital marketing campaigns that integrate PR are usually more successful.

8. Submit Your Company for a Business Award

Look at local magazine ratings and reviews or search for business awards in your industry that you can apply to. Magazines will publish information about your business while organizations will often link to your website.

Winning an industry-relevant award is a great way to get your business’s name out and you often get a badge or certificate to display on your website or office. In fact, award acquisition is a popular part of many effective brand development strategies.

9. Brand Your Company Vehicle

If your business utilizes a vehicle, then it’s a no-brainer to outfit the car as a mobile billboard. If a full wrap is too expensive, use magnets and window decals. Wherever you drive, people are exposed to your business’s name and services, creating more opportunities for people to call or search for you.

10. Offer a Customer Referral Program

Word-of-mouth marketing is one of the most powerful tools your small business can take advantage of. 92% of people trust recommendations from friends and family over other forms of marketing campaigns. Ask existing customers to bring in other customers by offering them incentives such as discounts, free products or services, and more.

11. Offer a Customer Loyalty System

Having a rewards program creates more reason for your patrons to return and spend more. Your loyalty system can be as simple as a punch card for a free product or a complex offering of discounts and promotions. You want to create something that keeps your customers coming back.

12. Start an Audio or Video Podcast

successful marketing campaigns for small businesses

A podcast can be a fun way to establish your business as an expert in your industry. These days, all you need is a microphone, possibly a camera, and a laptop to edit and put out your own series.

It seems daunting, but it doesn’t need to be a daily or even weekly product – once a month or once every two months is fine if the quality of the content is gripping! Check out our article for a list of popular Austin and Houston podcasts for business owners.

13. Host a Free Class, Event, or Webinar

Hosting an event is a great way to show off your business’s services and products. People love free events and samples, so take this opportunity to hand out promotional materials and business cards while informing them of upcoming offers.

If hosting a crowd of people is impossible without spending a lot of money, perhaps offering a free webinar to inform the public about an industry process or product would be more effective. There are several tools and platforms available that can help you broadcast online.

14. Establish Yourself as An Industry Expert Online

B2B marketing ideas for small business

This is one of the most inexpensive marketing ideas for small business owners on this list, but it requires a consistent time commitment.

Keep an eye on conversations on websites like Quora or niche websites related to your industry so you can chime in and give answers when called for. Participating in and contributing to forums in a useful way will boost your business’s visibility and perception of helpfulness.

15. Publish a White Paper

Another smart way to advertise your small business and establish expertise is to publish a white paper. You can post it on your website to generate more traffic and make it easily shareable so others can find it and read it. This is another large time commitment, but you can make it easier by repurposing old content you’ve already created such as blog posts or articles.

MARION Can Help with Your Small Business Marketing Needs

If you need more small business advertising ideas, contact our expert team of marketing strategists at MARION today! Our marketing agency has been serving Texas businesses for nearly 40 years. We’d love to help you come up with more cheap advertising ideas for your small business.

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