Category: Lead Generation

Website Maintenance & Management Guide for Business Success

Imagine walking into a store with flickering lights, broken shelves, and outdated products. You’d probably turn around and leave, right? That’s exactly how visitors feel when they land on a poorly maintained website.

Your website is a 24/7 sales rep, but if it’s slow, outdated, or broken…it’s costing you customers. Let’s fix that.

What We’ll Cover

Website maintenance doesn’t have to be overwhelming. Here’s what you’ll learn in this guide:

  1. Why Website Maintenance Matters
  2. Common Website Issues
  3. Essential Maintenance Tasks
  4. DIY vs. Hiring a Pro
  5. How Often to Update
  6. Best Tools for Website Maintenance
  7. What to Do if Your Website Breaks
  8. Why Outsourcing Website Management is Worth It

Now, let’s dive in.

1. Why Website Maintenance Matters for Your Business

Your website isn’t a “set it and forget it” deal. Regular maintenance is crucial for:

Expert Tip: A fast, secure, and regularly updated website builds trust and boosts conversions.

2. Common Website Issues That Hurt Your Business

Here’s what might be secretly sabotaging your website:

  • Slow Load Times – 53% of users leave if a page takes more than 3 seconds to load. (you know it’s true)
  • Broken Links & 404 Errors – Frustrate visitors and hurt SEO rankings.
  • Outdated Content – Makes you look inactive or irrelevant.
  • Security Vulnerabilities – Outdated plugins and software make you a hacker’s easy target.
  • Poor Mobile Experience – Most users won’t recommend a business with a poorly designed mobile site. Not to mention, Google prioritizes mobile-friendly sites. Run a mobile usability test on a regular basis.

Fun Fact: Did you know that Amazon once lost an estimated $34 million in a one-hour website outage?

3. Essential Website Maintenance Tasks (Even If You’re Not a Techie)

One of the biggest mistakes business owners make is thinking website maintenance is just about security. It’s also about user experience. A slow or broken site frustrates visitors and makes them leave before converting.

Not a tech wizard? No problem. Here’s a simple checklist:

  • Update software & plugins (monthly)
  • Run security scans (weekly)
  • Fix broken links (quarterly)
  • Test site speed & performance (quarterly)
  • Backup your site (weekly or before updates)
  • Check mobile responsiveness (quarterly)

“Is website maintenance necessary if I’m not making changes to my site?”

Yes! Even if you’re not adding new content, backend updates, security patches, and performance monitoring are still very important.

4. DIY vs. Professional Website Management: What’s Right for You?

DIY Approach: If you have time and a little patience, you can handle basic updates, backups, and monitoring.

Hire a Pro: If you’d rather focus on your business than wrestle with WordPress errors, outsourcing is your best bet.

I’ve seen too many businesses wait until their site is completely broken before reaching out for help. Think of website maintenance like regular check-ups for your car. Waiting until something crashes can cost you far more in lost revenue, security breaches, and frustrated customers. A little prevention goes a long way.

5. How Often Should You Update Your Website?

TaskFrequency
Software & Plugin UpdatesMonthly
Security & Malware ScansWeekly
Content RefreshQuarterly
Full Site BackupWeekly/Before Updates
SEO & Performance AuditQuarterly

Expert Tip: If your website hasn’t been updated in over a year, you’re overdue for a check-up.

need a website designer

6. Top Tools & Services for Website Maintenance

No need to start from scratch! These tools have your back:

The right tools can make website maintenance almost effortless. But tools alone aren’t enough. You need the expertise to interpret the data and take the right actions. Investing in a website management service ensures your site is not just monitored but actively optimized for security, speed, and conversions.

7. What to Do If Your Website Breaks or Gets Hacked

A hacked website is every business owner’s nightmare, but the worst thing you can do is panic. Instead, have a solid backup strategy (and a professional you can call.) MARION web development agency has helped businesses recover their websites in hours, but those without backups? That’s where things get tricky.

First, don’t panic. Follow these steps:

  1. Check for updates – Outdated software is often the culprit.
  2. Restore a backup – Always have a recent version ready.
  3. Scan for malware – Use Sucuri or Wordfence.
  4. Change passwords – Secure your accounts.
  5. Call in a pro – If all else fails, get expert help.

Pro Tip: Regular backups are your best insurance policy. If things go south, you can restore your site in minutes.

8. Hiring a Website Management Service: Why It’s Worth It

You’ve got enough on your plate. Keeping your website secure, updated, and running smoothly shouldn’t be another headache.

At MARION marketing agency, we take care of the heavy lifting so you can focus on growing your business. Our website maintenance services include:

✓ Security monitoring & malware removal

✓ Regular updates & performance optimization

✓ 24/7 uptime monitoring & support

✓ SEO and content updates

Your website is too important to ignore. Let’s make sure it’s working for you, not against you.

Ready for a worry-free website? Contact MARION today for expert website management that keeps your business ahead of the curve.

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Sustainability Marketing: How to Build a Brand That Customers Can Trust

Honing your product or service is a key element of running a successful business. But in today’s competitive market, having a great product isn’t enough. You need to stand for something. Buyers today are more conscious than ever about where they spend their money, and environmental awareness has become a driving force in purchasing decisions.

If your brand hasn’t adopted sustainability as part of its marketing strategy, you’re already behind. However, simply slapping a “green” label on your product won’t cut it. You need to be authentic, transparent, and even a little strategic about how you communicate your eco-friendly efforts.

Sustainability as an Ethical & Smart Business Choice

Sustainability should not just be a marketing phrase. It is a responsibility to reduce environmental impact, conserve resources, support fair labor practices, and so much more. Companies that commit to sustainability are actively making choices that benefit society and the planet.

And if you think sustainability is just an expense, think again. Businesses that implement sustainable initiatives often see cost savings through energy efficiency, waste reduction, and supply chain optimization.

More importantly, sustainability sells. Studies show that:

  • 60% of consumers are willing to pay more for products with sustainable packaging in this survey
  • 81% of millennials expect their favorite brands to be socially responsible according to a study
  • Sustainable brands are experiencing faster growth than their competitors.

Raising Awareness (Without Overdoing It)

When brands exaggerate or mislead consumers about their sustainability efforts, they risk losing trust. Customers are more informed than ever, and they can spot vague claims. Saying a product is “eco-friendly” without proof raises red flags.

Companies should focus on transparency. Instead of broad statements, try simply providing details about your materials, production processes, and sourcing. Third-party certifications can also add credibility. Just know that if your business is working toward sustainability goals but isn’t there yet, honesty about the process is always better than making exaggerated claims.

Integrated Marketing Campaigns

The Fine Line Between Transparency & Hype

Greenwashing – when companies “exaggerate” or falsely claim eco-friendly benefits – has led to consumer skepticism. Trust is fragile, and once broken, it’s hard to rebuild.

To avoid greenwashing, you should:

  • Back up sustainability claims with data and third-party certifications.
  • Be specific. Saying “eco-friendly” isn’t enough. Explain how.
  • Show your work. Document your progress and be honest about challenges.

There’s a big difference between marketing sustainability and forcing it into every conversation. Consumers appreciate genuine sustainability efforts, but they don’t want to feel pressured or preached to!

Here’s how to get it right:

  • Incorporate sustainability naturally into your messaging, but don’t overdo it.
  • Let actions speak louder than words. Demonstrate sustainability through business practices, not just advertising.
  • Balance eco-conscious messaging with other brand values to create a well-rounded content marketing strategy.

Remember, customers who believe in your sustainability efforts can one day become your best marketing tool!

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Brands That Gained Market Share Through Sustainability

Some businesses have embraced sustainability as more than a trend and have seen real growth as a result.

  • Patagonia built its brand on environmental responsibility. Over a decade ago, its “Don’t Buy This Jacket” campaign, which encouraged customers to repair instead of replace products, increased sales while reinforcing the company’s values.
  • Unilever found that its sustainable product lines outperformed the rest of its portfolio, proving that customers actively seek out responsible brands.
  • Tesla turned sustainable technology into a competitive advantage, proving that environmentally friendly products can be desirable at a mass-market level.
  • Levi’s Water<Less technology has saved over 4 billion liters of water since its start in 2011.

These brands didn’t treat sustainability as a side project. It was built into their operations, products, and messaging – and that’s why it worked!

What Worked

  • Carbon-neutral advertising is helping brands offset the emissions created by digital marketing efforts.
  • Sustainable packaging has become an industry focus, with companies reducing plastic use and shifting to biodegradable materials.
  • Transparent supply chains have gained traction, as businesses provide more information about sourcing and labor conditions.

What Didn’t

  • Greenwashing-heavy campaigns collapsed under scrutiny when customers found inconsistencies between claims and actions.
  • Recyclable plastics confusion frustrated consumers who realized that many so-called “recyclable” products couldn’t actually be processed in standard recycling facilities.
  • Corporate sustainability promises without action led to backlash when companies failed to meet announced goals.

How Sustainability Marketing Applies to B2B Companies

Sustainability marketing isn’t just for consumer brands.

Businesses selling to other businesses are facing the same pressures as consumer brands. Companies are prioritizing sustainability when choosing suppliers, and environmental responsibility is becoming a factor in contract negotiations.

Today, B2B companies can differentiate themselves by embracing initiatives like supplier transparency, green certifications, and sustainable sourcing. From a marketing perspective, getting started with any of these can be a great first step for your business.

Build A Brand That Lasts with MARION

If it’s not already, sustainability marketing will be a big part of your business. But to build trust and stand out, brands must go beyond empty claims and embrace real, measurable action. Ready to launch a sustainability-integrated marketing strategy?

Contact an expert at MARION today to see how we can help you create a brand that customers trust.

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Marketing Strategies Inspired by Spring Training

As the air warms and the crack of the bat fills stadiums, baseball season isn’t the only thing getting into full swing. Spring Training focuses on preparation, practice, and fine-tuning skills to help players perform their best when the games count. Businesses can take a similar approach to their marketing strategies, using this time to refine their tactics and build a winning game plan.

In this blog, the experts at MARION will show how businesses can take cues from Spring Training to strengthen their marketing approach, focusing on preparation, practice, and continual improvement. With the right strategy, baseball marketing can be as precise and impactful as a perfectly executed double play.

How to Hit Your Marketing Targets with Spring Training Tactics

Spring Training proves that success is built over time. It takes discipline, consistent effort, and a willingness to adjust when necessary. Businesses that apply these same principles to their traditional marketing strategies will be better equipped to stand out in a competitive marketplace. Baseball marketing isn’t just swinging blindly. It’s having a clear plan and executing it with precision.

1. Preparation: Building a Solid Foundation

Spring Training begins long before the first pitch is thrown, with players and coaches meticulously preparing for the season ahead. Similarly, businesses must lay a solid foundation by conducting thorough market research, defining their target audience, and setting clear marketing goals and objectives.

Much like a baseball team prepares for the season ahead, businesses need a solid foundation to support their marketing efforts. A well-researched baseball marketing strategy can help make sure campaigns hold up against changing trends and competitive pressures.

2. Practice: Consistent Repetition Leads to Mastery

At the heart of Spring Training is the concept of practice — repetitive drills and exercises designed to sharpen skills and build muscle memory. Similarly, businesses must dedicate time and resources to consistent practice in their marketing efforts, whether it’s crafting compelling content, refining messaging, or optimizing marketing campaigns.

Marketing efforts should be tested and fine-tuned regularly. It could be adjusting social media ad targeting, refreshing website content, or improving email campaigns. Repetition and consistency help businesses develop marketing strategies that perform when it matters most.

3. Refining Techniques: Embracing Feedback and Adaptation

Spring Training isn’t just putting in the reps. It’s also taking feedback, identifying weaknesses, and making adjustments. A team that doesn’t learn from past mistakes will struggle when the regular season begins. The same holds true for marketing.

Businesses need to monitor campaign performance, track engagement metrics, and listen to customer feedback to identify what’s working and what isn’t. A successful baseball marketing strategy isn’t set in stone. It evolves based on data, industry shifts, and customer behavior. By making small adjustments and embracing flexibility, businesses can fine-tune their digital content strategies for better results.

Spring Training

Play Ball with a Stronger Marketing Strategy

Success in marketing, much like baseball, requires preparation, consistency, and the ability to adjust when necessary. No matter how experienced you are, there’s always room to improve and refine your approach. Take the time to review your strategy, put in the work, and make the necessary tweaks to keep moving forward.

Step Up Your Marketing Game with MARION

Ready to hit a home run with your marketing efforts? Let MARION be your strategic partner in reaching your business goals. From comprehensive market research to targeted advertising campaigns, we have the expertise and resources to help you swing for success.

Send us a message to connect with a specialist and learn more about our outsourced marketing services.

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Is Local Lead Generation Worth it for Your Business?

Local lead generation can be a game-changer for businesses looking to attract nearby customers. But is it the right approach for your business? The short answer: most likely, yes.

Let’s break it down and see why local lead generation is a smart investment.

What is Local Lead Generation?

Local lead generation is the process of attracting and converting potential customers in a specific geographic area. This strategy is essential for businesses that rely on foot traffic, local services, or community engagement.

Examples of Businesses that Benefit from Local Lead Generation:

  • Home service providers – Plumbers, electricians, and landscapers
  • Retail stores – Boutiques, furniture shops, and grocery stores
  • Medical professionals – Dentists, chiropractors, and physical therapists
  • Restaurants and cafes – Local eateries looking to bring in more customers
  • Law firms and financial services – Attorneys, CPAs, and insurance agencies

If your company depends on local customers, investing in business lead generation is a no-brainer.

how to advertise small local business - social media

How Does Local Lead Generation Work?

The key to local lead generation is making sure your business gets found by the right people at the right time. Here’s how it works:

1. Optimize for Local SEO

Local SEO helps your business get found when people search for services in your area. Start by claiming and optimizing your Google Business Profile. This is one of the most important steps for showing up in local searches.

Next, make sure your website includes local keywords like “roofing services in Dallas” instead of generic terms. Also, get listed on local directories like Yelp, Angi, and the BBB to improve credibility and visibility.

2. Run Targeted Ads

Paid ads can put your business in front of the right customers fast. Google Ads allows you to target people searching for your services in real time, while Facebook and Instagram ads help you reach potential customers based on their interests and location. If you’re looking for an extra local push, try Nextdoor advertising, which focuses on connecting you with people in your immediate neighborhood.

3. Engage with Your Community

Building a strong local presence isn’t just a marketing strategy. It’s also about real connections. Here are some great ways to get your name out there:

  • Attend local networking events
  • Partner with other local businesses
  • Sponsor community events and sports teams

4. Encourage and Manage Reviews

Customer reviews can make or break your local reputation. The best way to build trust is to ask satisfied customers to leave reviews on Google and Yelp. Most people are happy to do it if you make it easy for them. But reviews aren’t just about word of mouth marketing; how you handle them matters too. Always respond professionally to both positive and negative feedback.

A simple thank-you goes a long way for happy customers, while a thoughtful response to criticism shows potential customers that you care. And make sure you don’t let great reviews go unnoticed; showcase testimonials on your website and social media to build credibility and attract even more business!

Fact: 76% of people who search for a local business on their smartphone visit a business within 24 hours. (Source: Google)

word of mouth wom marketing

Expert Tips for Better Local Lead Generation

No fluff, no gimmicks – just real strategies that help local businesses get found and get customers.

Tip #1: Be Active on Google Business Profile

Make sure your business profile is always up-to-date with accurate information, such as your hours, address, phone number, and services. Regularly updating this information ensures potential customers can easily find and contact you. In addition to keeping the basics updated, take the time to post weekly updates, promotions, or special offers.

This helps your business stay relevant in search results and signals to Google that your profile is active, which can improve your visibility. Engaging with customer reviews and responding promptly also adds credibility and trust to your profile, encouraging more interaction and conversions.

Learn how to get Google reviews for your business.

Tip #2: Use Hyper-Local Keywords

Instead of “best plumber,” try “best plumber in Austin, TX.” It makes a huge difference in rankings.

Tip #3: Test Different Ad Platforms

Google Ads work for immediate results but don’t sleep on Facebook, Instagram, and Nextdoor.

Facebook and Instagram let you target people based on interests, location, and behaviors, while Nextdoor helps you specifically reach people in your local area. Trying out different platforms can help you find where your ads work best and connect with more potential customers.

Tip #4: Build Relationships with Other Local Businesses

Cross-promote each other’s services. A coffee shop and a bakery? Perfect referral partners. This kind of collaboration not only drives more foot traffic but also strengthens relationships with other local business owners.

Tip #5: Track Your Results

Use tools like Google Analytics, Facebook Insights, and call tracking to measure what’s working. Tracking your results helps you see which integrated marketing campaigns or strategies bring in the most leads, so you can invest more in what’s effective.

lead magnet checklist download

Common Questions About Local Lead Generation

Q: How long does it take to see results?

A: SEO and organic efforts can take 3-6 months, while paid ads can generate leads in days.

Q: Do I need a website for local lead generation?

A: Yes. A website builds credibility, improves SEO, and acts as a hub for your marketing efforts.

Q: What’s the best platform for local lead generation?

A: Google Business Profile is essential, but Google Ads, Facebook, and local directories are great too.

The bottom line is: more people than ever are searching online for local businesses. If your company isn’t showing up where customers are looking, you’re losing business to competitors who are actively advertising their small local business.

Final Thoughts: Is Local Lead Generation Worth It?

If you want more local customers, the answer is yes! A well-executed local lead generation strategy puts your business in front of people who are actively searching for your products or services.

Want to get started but not sure how? Contact MARION today for a free consultation!

We offer digital marketing services in Dallas, Houston, and Austin, Texas.

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How to reach your audience (without a super bowl budget)

High-impact, low-budget methods that drive results.

It’s hard to decide what we love more about the Super Bowl — the game or the ads. Seeing what companies do with massive advertising budgets can provide creative inspiration, a preview of trends for the year ahead and, of course, entertainment.

Here, we give you our playbook for marketing that helps you connect with customers throughout the sales cycle — from first down to touchdown. And here’s the really great news: you can run these plays without a million-dollar budget.

The answer is: you can’t. So, here’s how your business can benefit from email marketing plus a few more ways your email marketing can be more effective and cut through the clutter.

Zero in on your target audience.

When resources are limited, the key to success is focusing on the right audience instead of trying to reach everyone. By understanding who your ideal customers are — where they spend their time, what matters most to them, and how they engage — you can allocate your budget more effectively and ensure your message resonates.

To achieve this, start by exploring the information you already have. Review your social media platforms for insights into engagement. What content do customers engage with the most? What channels do they spend the most time on, and when are they the most active? Investigating your email marketing analytics can also provide useful insights. Focus on data such as open rates and click-throughs, with particular attention paid to the pages of your website they click on the most. It’s also important to understand how customers behave after you’ve guided them to your site. Heat map tools such as Hotjar and Microsoft Clarity can help you to analyze trends and patterns in user behavior — and tweak your website to make it easier to use, if necessary.

Once you have a clear picture of your audience, it’s time to craft messaging and campaigns tailored to their specific needs and interests.

Leverage Social Media (Strategically).

Social media is a powerful tool for building connections, sparking engagement and amplifying your brand — often with minimal cost. Standing out doesn’t require a massive budget, but it does demand consistency, creativity and intentional strategy. By focusing your efforts where your audience is most active, you can create meaningful interactions that strengthen relationships and grow your presence.

To make the most of social media, share content that resonates with your audience and provides real value. Short videos, infographics, behind-the-scenes glimpses and client success stories are great ways to engage followers and showcase your brand’s personality. By maintaining a steady flow of authentic, relevant content, you’ll build trust and keep your audience coming back for more.

Through giveaways and strategic influencer partnerships, we helped to expose unfamiliar audiences to our client Kountry Boys’ products.

Embrace Email Marketing.

Email marketing remains one of the most effective and budget-friendly ways to nurture leads and keep your brand top-of-mind. Unlike other channels, email allows you to communicate directly and personally with your audience, delivering valuable content right to their inbox. With a well-crafted message, you can build relationships, drive engagement and encourage action — all without the need for a massive budget.

To make your email marketing impactful, focus on delivering regular updates, promotions or thought leadership that resonates with your audience. Use attention-grabbing subject lines, clear calls to action and visually appealing designs that are easy to navigate, especially on mobile devices. By consistently offering value and maintaining a polished, professional format, your email campaigns can strengthen connections and keep your brand at the forefront of your audience’s mind.

Get creative with content Marketing.

Content marketing is a powerful way to build trust and position your business as an authority in your industry. By creating valuable and engaging content — such as blogs, landing pages and case studies — you can educate and entertain your audience while showcasing your expertise. The added bonus? Great content is shareable, helping you expand your reach and attract new potential customers organically.

To make content marketing work, focus on solving your audience’s problems and answering their questions. Whether it’s through blog posts, how-to guides or bite-sized tips for social media, your content should deliver value in a way that resonates with your audience. By staying creative, relevant and consistent, you can stay top-of-mind with your audience and drive meaningful results for your business.

We created informational landing pages — such as this one on the subject of severe autism — to help users searching for information about the condition to connect with our client, Nexus Health Systems.

Be bold and authentic.

The most memorable Super Bowl commercials stand out not because of their big budgets, but because they’re gutsy and authentic. You don’t need millions of dollars to make an impact — just a willingness to tell your story in a relatable, genuine way. When your message feels real, it resonates with your audience and sets you apart from the competition.

Start by leaning into what makes your brand unique. Share your history, highlight customer testimonials or showcase fun, behind-the-scenes content that brings personality to your business. People connect with authenticity, and seeing the faces, stories and values behind a brand builds trust and loyalty. Being bold doesn’t mean being flashy; it means being confident in your business’ identity and the value you offer.

At the end of the day, connecting with your audience doesn’t require the scale of a Super Bowl ad. It takes intention and a focus on what truly matters: building genuine relationships. Because when it comes to marketing, real connection always beats flash.

Ready to make your message heard — without breaking the bank? Contact us to get started.

The Truth About Content Mapping and SEO

If you want to drive more organic traffic and make your content work smarter, not harder, it’s time to take a closer look at how these strategies work together. Here’s everything you need to know about content mapping and SEO.

What is Content Mapping?

Think of content mapping as a way to deliver the right content to the right person at the right time. It’s all about creating content that aligns with your audience’s journey, from first discovering your business to becoming a loyal customer.

Key Components of Content Mapping:

  1. Buyer Personas: Who is your audience? What are their goals, challenges, and pain points?
  2. Customer Journey Stages: What are the steps your prospects will take? (awareness, consideration, and decision)
  3. Content Alignment: How can you match your content to specific personas and their stage in the journey?

Why It Matters: Content mapping makes your digital marketing more efficient and focused. Instead of guessing what your audience wants, you’re delivering exactly what they need when they need it.

The SEO Side of the Equation

Search Engine Optimization ensures that the content you create gets found. Without it, even the best content can sit unseen. Pairing SEO with content mapping means you’re not only creating content for your audience but also optimizing it to rank well on search engines.

How SEO Complements Content Mapping:

  • Keyword Research: Identify what your audience is searching for at each stage of their journey.
  • Content Structure: Use headings, subheadings, and metadata to make content easier to read and index.
  • Search Intent: Understand why someone is searching for a term and create content that answers their query.
Link Building for SEO

How to Build a Content Map with SEO in Mind

Here’s a 5-step guide to successfully combining your content mapping and SEO efforts:

Step 1: Know Your Audience

Start by truly getting to know who you’re talking to. Who are your ideal customers? Researching buyer personas can help you understand their goals, challenges, and what drives their decisions. If you can, use tools like surveys, interviews, or analytics to gather insights that paint a clear picture of your audience. The better you know them, the easier it is to create content they’ll care about.

Marketing Tip: Don’t skip analytics – without data, you’re flying blind!

Step 2: Research Keywords and Topics

Now it’s time to dig into what your audience is searching for. Tools like Ahrefs or SEMrush can help you uncover the terms and questions your potential customers are typing into search engines. Focus on long-tail keywords (specific phrases that match their concerns or interests.) This approach helps you align your content with the exact topics your audience wants to learn about.

Step 3: Map the Customer Journey

StageWhat They NeedExample Content
AwarenessGeneral information about a problem or goalBlog posts, infographics
ConsiderationComparisons, pros and cons, how-to guideseBooks, case studies, white papers, videos
DecisionProof of your value and why they should choose youTestimonials, free trials, demos

Step 4: Create Content That Ranks

When it’s time to start writing, focus on making your content as useful and actionable as possible. Do your research, and don’t skimp on providing real value. Keywords are important, but they should feel like a natural part of the flow (not crammed in awkwardly.) Boost your content’s credibility with link building. Include both internal links to your own pages and external links to trusted sources.

In short, you should:

  • Write actionable, well-researched content
  • Include keywords naturally without forcing them
  • Add internal/external links to improve credibility

Marketing Tip: Don’t overstuff keywords. Search engines penalize content that feels spammy.

Step 5: Track Performance

Once your content is out there, keep an eye on how it’s performing. Use analytics tools to monitor traffic, engagement, and conversions. If something isn’t clicking with your audience, tweak your content map and adjust your strategy to focus on what’s working best. This ongoing process helps you stay aligned with your audience’s needs.

Tips to Get Ahead:

  • Conduct a content audit: Review existing content to find gaps and opportunities.
  • Cluster your topics. Group related topics and keywords to create a series of content.
  • Repurpose your content. Turn a webinar into a blog post, infographic, or social media series.
  • Collaborate across teams. Involve sales, customer service, and marketing to gather diverse insights.

The key to long-term success? Keep refining your strategy as your audience evolves. The more you adapt, the better your results will be.

Let MARION Guide Your Content Strategy

Not quite confident in your content strategy? At MARION, we specialize in everything digital marketing – content marketing, SEO, social media, PPC services, internet marketing audits and more. Our team understands how to align your content with your business goals, ensuring every piece you create works harder for your brand.

Contact our digital marketing agency today to set up a consultation!

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Top 10 Channels Used in Integrated Marketing Campaigns

One of the best ways to ensure you have a consistent marketing strategy is to engage in integrated marketing.

But what is integrated marketing? It’s the process of unifying various advertising mediums in order to seamlessly deliver a cohesive message. This means that whether you visit the organization’s website, browse its social media accounts, or receive its emails, you’ll see similar content that demonstrates the brand’s core values or messaging.

So what does this look like in practice, and what popular channels can be used to accomplish an integrated marketing campaign?

The Effectiveness of Integrated Marketing Campaigns

Integrated marketing campaigns are highly effective for several different reasons. Since you’re using multiple channels to communicate with your customer base, you’ll reach a larger audience than you would with a single channel. Most of your audience will also likely see your messaging on various platforms, which keeps your company top-of-mind for customers who may need your products or services in the future.

Furthermore, an integrated marketing strategy can save you money since you can reuse much of the advertising content you create on different platforms. Minor modifications can keep content fresh and ensure it’s suitable for a particular channel.

Top 10 Integrated Marketing Channels

Integrated Marketing Channels Graphic Chart

There are several integrated marketing channels to choose from. Here are ten of the most common that companies rely on.

  1. Email Marketing
  2. Social Media
  3. Search Engine Optimization
  4. PPC Advertising
  5. Content Marketing
  6. Direct Mail Marketing
  7. Traditional Marketing
  8. Event Marketing
  9. Public Relations
  10. Word-of-Mouth Marketing

1. Email Marketing

Email marketing is a time-tested integrated marketing tool that continues to be one of the most effective for driving conversions and building brand awareness. It lets you communicate directly with people who have signed up for your marketing list.

With the right tools, you can tailor your emails to match each customer’s interests and preferences, making your messages more relevant and impactful.

2. Social Media (Organic and Paid)

Social media platforms are powerful tools for displaying ads and content to your audience, including your followers and others who match your target. You can use your social media accounts organically to engage with followers or invest in paid ads to expand your reach. Organic content helps build trust with your current customer base, while paid social media ads are ideal for attracting new followers, increasing conversions, and boosting brand awareness.

A successful integrated marketing strategy includes both organic and paid social media efforts. Organic content can help nurture customer relationships, while paid ads drive wider visibility and more conversions.

Here’s how you can get the most out of social media marketing:

  • Organic Content: Builds trust and keeps your current audience engaged.
  • Paid Ads: Helps grow your reach, increase brand recognition, and boost conversions.
  • Targeted Campaigns: Ensure you’re reaching the right audience through precise targeting.
  • Content Variety: Use a mix of visuals, posts, stories, and videos to keep your audience interested.

By using both organic and paid strategies, you can connect with customers at different stages in their buying journey and keep your marketing efforts consistent across multiple channels.

3. Search Engine Optimization

Search engine optimization (SEO) is all about making sure your website shows up when people search for what you offer. It’s like putting your business on the map, but online. By using the right keywords and optimizing your site’s structure, you increase your chances of being seen by potential customers. It’s not an overnight thing, but over time, good SEO builds trust and helps your site rank higher in search results, which means more visibility and traffic.

Plus, it’s a long-term strategy – once you’re ranking, it’s easier to stay there.

4. PPC Advertising

Pay-per-click (PPC) advertising involves placing ads where your audience is likely to see them, such as on search engines. While many advertising options require paying for mere placement, PPC only bills you when a customer clicks on your ads. Though its costs can escalate quickly, PPC advertising benefits companies seeking quick sales or other conversions.

5. Content Marketing

Content marketing is all about creating useful, relevant content for your target customers. It’s a way to show that you understand their needs and can offer real solutions. Whether it’s blogs, videos, or infographics, content helps build your credibility in your industry.

In a B2B integrated marketing strategy, content can position your business as an authority, helping you stand out from competitors. By consistently sharing valuable content, you can attract more organic traffic and keep customers engaged across multiple channels – like your website, social media, and email.

Ultimately, content marketing is about building trust and loyalty, leading to more sales and stronger relationships with your audience. It’s a powerful tool that supports your overall marketing efforts and helps you connect with customers in a meaningful way.

6. Direct Mail Marketing

Direct mail marketing is ideal for companies with customers in a limited geographic area. Using this channel, you can mail advertisements directly to clients who fit your target audience and are most likely to need your products and services.

For instance, a local restaurant may use direct mail to advertise its opening day to people within a five-mile radius.

7. Traditional Marketing

Traditional marketing encompasses a variety of advertising techniques, like commercials, print collateral, and billboards. While traditional marketing is losing ground to the popularity and potential of digital strategies, many brands still incorporate it into their integrated marketing plans.

8. Event Marketing

In event marketing, a company showcases its products and services at a tradeshow or another similar event. Event marketing often combines information and learning with product demonstrations.

In this format, it’s common for a company representative to speak at the main event, then later demonstrate the organization’s products on the trade show floor.

9. Public Relations

Public relations includes press releases and public company meetings, like shareholder events. Press releases are ideal when the company introduces a new product or has a significant change they want their clientele to know about. Ideally, news organizations, websites, or journals will pick up these press releases and reprint them, increasing your brand visibility and potentially growing your client base.

10. Word-of-Mouth Marketing

Word-of-mouth marketing has always been the most powerful form of marketing because it gives individuals a chance to spread the word to their acquaintances and give an honest recommendation, usually without the interference of the brand. It’s, therefore, crucial for companies seeking to expand their audience and enhance revenue.

Influencer marketing is a form of word-of-mouth advertising, but it’s less powerful than genuine, organic word-of-mouth. For example, organizations can pay for a partnership with an Instagram or TikTok influencer, using the influencer to promote their products or services to their audience.

It’s difficult, however, to control word-of-mouth marketing enough for integrated marketing strategies. Brands must rely on more involved (and therefore less effective) approaches, such as influencer marketing, to deliver a cohesive message.

word of mouth wom marketing

Where to Begin with Your Integrated Marketing Campaign: Best Practices

If you’re interested in building an integrated marketing plan, here’s how to get started:

  • Decide on a universal message you can promote to your target audience
  • Determine the most suitable integrated marketing channels for your brand
  • Try your strategy out on a few channels before adopting it widely
  • Be prepared to tweak your messaging if necessary
  • Retain consistent messaging across channels
  • Continuously measure your results
  • Introduce more integrated marketing channels over time

It’s not an easy task, but there’s another solution that can deliver fast, effective results: working with a talented marketing agency.

Grow Your Business with MARION Integrated Marketing

Looking to grow your business? MARION has your back with integrated marketing strategies that work. If you need to boost your online presence, increase customer loyalty, or support your in-house team, we’ve got the tools and expertise to help. Let’s chat about how we can make your web marketing efforts more effective and drive better results. Reach out today!

Contact us today to learn more about our integrated marketing services.

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9 Brilliant Examples of B2B Websites for Design Inspiration

Creating a B2B website can be daunting because you want to convey a lot of information at once in a professional manner without losing the visitor’s interest. This is especially challenging because it takes a lot of work to make technical jargon sound exciting.

What is a B2B Website?

A business-to-business (B2B) website is a company website that intentionally speaks to business professionals. Unlike a straightforward B2C website, B2B websites need to target multiple decision-makers from different levels in a company without losing focus or sacrificing relevance.

What Makes a Great B2B Website?

Not all websites are created equal. A great B2B site has a few key things going for it:

  • It’s easy to use (no one wants to dig through a maze of menus).
  • It nails the “why us” message right off the bat.
  • It looks fantastic on any screen, big or small.
  • It’s fast — like blink-and-it’s-there fast.
  • And it knows how to nudge you with just the right CTA.
In need of more design help? The professionals at our web design company in Houston can turn your website vision into a reality.

If you’re an industrial business, check out our related article for more specific examples of the best manufacturing website design and our guide to digital marketing for manufacturers. You’ll learn about user experience and how to improve your manufacturing company’s SEO.

9 B2B Web Design Examples

Balancing all these fine lines can be difficult, but luckily for you, here are some B2B site examples that you can draw inspiration from! See what makes a good business website to help improve the vision you have for your own brand.

1. Bentobox

best B2B websites

Bentobox

Bentobox follows the mantra that “less is more” by letting their copy speak for itself. A minimalist approach is hard to find in B2B industries where companies often bog website visitors down with too much information on the first page.

Bentobox gets straight to the point with a call-to-action button in the center of the landing page that stands out among the other muted colors. A simpler home page also improves page load speed.

A fast-loading site is important because 47% of users expect a maximum load time of 2 seconds, and 40% of visitors will abandon sites that are still loading after 3 seconds.

2. SpareFoot

B2B website design

SpareFoot

SpareFoot manages to get away with the text-heavy homepage by breaking it up with a cheeky image and organizing the options to make it easier for prospective customers to choose what they need. Everything you need is neatly organized and just a click away.

Instead of dryly listing all the options they have, they allow you to search the nearest units near you straight from the homepage for quick ease of use. The playful image ties everything together- without it, the website would look quite monotonous and ordinary.

3. WeWork

B2B website design agency

WeWork

WeWork uses visually appealing pictures of their workspaces to create pleasing displays on its website and showcase available locations to potential customers. The clean and light design evokes a sort of blank slate for your needs, which follows their business philosophy.

Looking for a visually compelling layout on your new B2B site? The web design veterans at MARION’s website design company in Austin have years of experience delivering stunning end results!

One of the most effective design elements in this B2B website design is the personalized location search that automatically pulls where you are. This simple feature makes it easier for both you and the customer by anticipating their needs and getting them to click the call-to-action that much faster.

4. Proof Drinks

business to business website design

Proof Drinks

Proof Drinks leans into their edgier aesthetic by prominently showcasing one of their example product brands as the hero image. Their copy supports this decision with words like “exciting” and “innovating”.

If you were a brewery looking for a company that supports creativity, it’d be easy to be drawn to Proof Drinks. Overall, you immediately get the gist that this is a unique company that prides itself on their dynamic culture and philosophy.

5. MOO

best B2B site examples

MOO

MOO makes the boring art of business card printing look trendy and fun. Their website is a great example of how to transform a traditionally dull service into an engaging and visually appealing experience. The perfectly curated design pulls you in from the get-go, and the casual, conversational copy shows they’re far from your average printing company. Every detail on the site feels intentional, and it’s streamlined to make the entire customer experience as user-friendly as possible.

They don’t just present their services; they make you want to stick around and explore. From the vibrant visuals to the effortless navigation, everything is designed to engage visitors and keep them coming back. Compared to the traditional cut-and-dry printing companies, MOO stands out in every way. It’s not just about getting the job done; it’s about making the process enjoyable while showing off all the details that set them apart.

6. Zoom

B2B website design examples

Zoom

Zoom has a no-nonsense and professional website that gets straight to the point. From the moment you land on the page, it’s clear they’re not here to waste your time. The design is clean and professional, making it easy to focus on what really matters. The copy doesn’t beat around the bush — it’s short, clear, and tells you exactly what you need to know without drowning you in jargon or unnecessary details.

The call-to-action is impossible to miss, letting you sign up or start using the company’s services right away. No digging around or jumping through hoops. Everything about their product and service solutions is neatly organized and presented on one page, so you can quickly understand what they offer without endless scrolling or confusion.

What’s even better is that there aren’t any distracting elements pulling your attention away. Zoom’s site is designed with purpose, just like their platform. It’s straightforward, intuitive, and gets you where you need to go in just a few clicks. It’s a no-nonsense approach that makes the process of getting started feel effortless; exactly what you’d expect from a company that prides itself on efficiency and reliability.

7. Aiia

best business to business websites

Aiia

Aiia lets their product speak for itself with an image that takes up the entire homepage. The picture tells the story of their simple tagline, “Original Promotional Products” and shows that their values and products break from the norm.

Aiia’s website proves that sometimes you just need an impactful photo to do all the heavy work. When you scroll down the page, it transforms into a promotional video that showcases their newest and most exciting products.

8. Rocka

great B2B websites

Rocka

As one of the most experimental website designs on this list, Rocka highlights their innovation and youthful energy with a unique background image and bold typography. The modern design is a departure from other B2B websites, which works for newer companies.

If you’re not as established as other companies, a dynamic landing page might catch the attention of a prospective partner. New visitors might be intrigued and want to learn more. Even the best B2B websites can lean towards boring, but you can’t accuse this one of being dull!

9. Pixelgrade

top B2B websites

Pixelgrade

Pixelgrade’s home page showcases its different themes on the right-hand side in a way that makes it “bleed” down, making you scroll further to discover more and read on. The distinctive color scheme also makes it so that the call-to-action button heavily contrasts against the background without being jarring. All the basic design elements work together to create an engaging website.

It’s not just about function; a little flair goes a long way. Think bold color palettes, layouts that don’t scream “template,” and interactive features that make you want to stick around longer. A well-designed site says, “Hey, we know what we’re doing.”

Quick Tips for Building Your B2B Website

Thinking of revamping your site? Here’s the cheat sheet:

  • Pick a platform that makes sense for your goals and budget.
  • Consider working with pros. DIY can only take you so far.
  • Focus on your target audience. What do they need, and how can your site deliver?

Trust MARION with Your B2B Web Design

If you’re thinking, “Wow, our website could use some love,” you’re in the right place. With over 40 years of marketing experience, MARION has the right team to create a visually engaging website for your brand. The strategic approach of our digital marketing agency marries the best user experience and graphic design practices to deliver a revenue-generating machine.

Reach out to our Houston, Austin, and Dallas web design agency, and we’ll show you how to turn your B2B website into your best salesperson. It all starts with a quick conversation. Let’s talk! 

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The Value of Digital Marketing Audits

Digital marketing audits are an essential process for any business looking to evaluate its strategies and uncover ways to improve performance. Think of it as taking a moment to step back, analyze your efforts, and identify opportunities to grow your online presence.

By systematically examining your campaigns, channels, and platforms, you can create a clearer path forward for achieving your marketing goals.

What is a Digital Marketing Audit?

A digital marketing audit involves analyzing all aspects of your online marketing efforts to determine what’s working well, what needs adjustment, and where there are opportunities for growth. It includes everything from website performance and SEO to social media engagement and paid advertising campaigns.

This process helps you gain clarity on your strengths and areas for improvement, while also ensuring that your strategies align with your business goals.

Why Conduct a Digital Marketing Audit?

Digital marketing is a constantly evolving field, which means that what worked last year (or even last month) might not be as effective today. Conducting an audit allows you to:

  1. Evaluate Performance. Understand how your campaigns are performing and where adjustments can yield better results.
  2. Stay Competitive. Gain insights into how your competitors are approaching digital marketing.
  3. Increase ROI. Use data to make informed decisions about where to allocate resources for maximum return.
  4. Refine Your Strategy. Adjust your marketing tactics to better reach your audience and meet their needs.
web design guide

What Does a Digital Marketing Audit Include?

A full digital marketing audit can give you a clear picture of how all your marketing efforts are performing together. It’s like a health check for your entire digital strategy, covering everything from SEO and content to social media and paid campaigns. However, you don’t always need to tackle everything at once. Sometimes, focusing on individual audits for specific areas — like your website, email marketing, or social media — can be a smart way to start addressing problem spots or fine-tuning a particular aspect of your marketing.

Whether you’re diving into a full audit or honing in on a specific area, the goal remains the same: to uncover what’s working, identify areas for improvement, and create actionable steps to move your business forward. Below, we’ll break down the key areas a digital marketing audit can include, so you can decide the best approach for your needs.

1. Website Analysis

Your website is often the first impression potential customers have of your business. A website audit evaluates its design, functionality, and user experience.

Key areas to examine:

  • Loading speed – How quickly does your site load on desktop and mobile devices?
  • Navigation – Is your site easy for users to explore and find information?
  • Mobile-friendliness – Does your site display properly on smartphones and tablets?
  • Conversion elements – Are calls to action (CTAs) and forms optimized for engagement?
  • Security – Is your site using HTTPS, and are security measures in place to protect user data?

2. SEO Assessment

Search engine optimization plays a critical role in driving organic traffic to your site. An SEO audit examines factors like keyword usage, link building, and content relevance.

Focus areas for SEO audits:

  • Keyword rankings – Are you targeting and ranking for relevant search terms?
  • On-page optimization – Are titles, meta descriptions, headers, and image alt text optimized?
  • Technical SEO – Are crawl errors, broken links, or poor site structure hindering search engines?
  • Backlink profile – Do you have a strong mix of high-quality, relevant backlinks?
  • Local SEO – Are your Google Business Profile and local citations accurate and consistent?
  • Content performance – Does your content align with user intent and rank for target queries?
  • Competitor analysis – How do your SEO efforts stack up against industry competitors?

3. Social Media Review

Social media marketing platforms are a key part of engaging with your audience and building brand awareness. During a digital marketing audit, assess your social media presence by looking at engagement metrics, follower growth, and the performance of individual posts.

Questions to ask:

  • Are you posting regularly?
  • Are your posts generating likes, shares, and comments?
  • Are you reaching your target audience?

4. Paid Advertising Analysis

PPC advertising, such as Google Ads or social media ads, can generate fast results when executed properly. Analyze your campaigns to ensure they’re delivering a good return on investment.

Key metrics to review:

  • Cost per click (CPC)
  • Click-through rate (CTR)
  • Conversion rates
Inclusive Marketing team

The Technical Side of Digital Marketing Audits

Tools to Consider

Performing a digital marketing audit requires tools that provide reliable data and insights. Some of the most commonly used tools include:

  • Google Analytics tracks website traffic, user behavior, and conversion rates.
  • SEMrush and Ahrefs help analyze SEO performance, track keywords, and monitor backlinks.
  • Hootsuite and Sprout Social provide insights into social media engagement and performance.
  • Google Ads Dashboard offers detailed metrics for paid advertising campaigns.

These tools help ensure that your audit is based on measurable data rather than guesswork.

Metrics That Matter

Certain KPIs and metrics provide the clearest picture of how your digital marketing efforts are performing. Pay close attention to:

  • Bounce rate – the percentage of visitors who leave your site after viewing only one page)
  • Time on page – how long users stay on your site, which indicates engagement levels)
  • Lead conversion rate – the percentage of visitors who take a desired action, such as filling out a form or making a purchase)

How Often Should You Perform a Digital Marketing Audit?

The frequency of audits depends on the scale of your campaigns and how quickly your industry changes. A quarterly audit works well for many businesses, while some may only need one every six months or once a year. Regular audits ensure you’re adapting to changes in algorithms, trends, and audience behavior.

Taking Action on Audit Findings

Once your audit is complete, it’s time to act on the insights you’ve gathered. Prioritize changes based on their potential impact. For example:

  • Update underperforming web pages with better content or design.
  • Adjust ad targeting settings to improve campaign performance.
  • Create fresh, engaging content to address gaps in your SEO strategy.

The key is to approach these updates strategically, focusing first on the changes that will provide the most significant benefits.

Why Work with MARION for a Digital Marketing Audit?

Conducting a digital marketing audit requires time, expertise, and attention to detail. MARION has been helping businesses navigate the complexities of digital marketing for over 40 years.

Contact us today to schedule a consultation.

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A Guide to Digital Marketing for B2B Manufacturers

It isn’t news that B2B manufacturing marketing is difficult. After all, your manufacturing marketing strategy has to bridge the gap between you, distributors, wholesalers, and users in an effective and cost-efficient way.

Targeting the right decision makers at the right time is a complex task that B2B marketing strategies need to address. Fortunately for you, there are ways to target a highly qualified audience with very granular messaging. How exactly?

Digital marketing for manufacturing companies.

How to Market a Manufacturing Company

Whether you’re relying on a marketing department in a manufacturing company or a marketing agency for the manufacturing sector, your whole marketing plan starts with a strong brand identity. Positioning your business is easier after you engage in research and discovery about your history, process, people, and differentiation.

Searching for the right digital marketing partner for manufacturers? Schedule a free consultation with MARION today to learn how we can help grow your B2B marketing operations!

Being in the manufacturing industry can look very different depending on your product, but can actually be boiled down into five main groups. Use this table to identify which main group and industry sub-group your operation belongs to.

marketing for manufacturing companies

Data pulled from McKinsey

Once you’ve developed your brand identity and decided how to position your company in the minds of your distributors and users, you can begin to set marketing goals. In many cases, your goals will involve financial targets that are closely tied to your mission statement. Then, figure out which strategies you’ll target to achieve those goals.

The rest of this article will cover the five digital marketing tactics that are highly effective for manufacturer growth.

Digital Marketing Strategies for Manufacturers

The most complicated part of a digital marketing strategy for most manufacturers is presenting the right message to decision-makers. Internet marketing for manufacturers helps to effectively target B2B decision-makers with little budget waste.

These five B2B manufacturing marketing strategies can each be used to grow your market share in a cost-efficient manner.

  1. Content Marketing
  2. SEO Marketing
  3. PPC Marketing
  4. Social Media Marketing
  5. Marketing Automation

Look at each of the strategies, and decide on which method will best help you realize your goals.

1. Content Marketing for Manufacturers

In a 2018 survey of industrial marketers, 86% of respondents said they were using content marketing. Fortunately for you, only 22% of those manufacturing content marketers considered their organization to be “sophisticated” or “mature” at this skill. This Content Marketing Institute data indicates that you still have time to catch up if you aren’t leveraging the power of content marketing yet.

Content marketing strategies can take many different forms. Whether you’re distributing content through email marketing, social media marketing, or organic search, you can attract the right users by creating valuable content assets for your end users.

For example, a midstream pump manufacturer can use content marketing in Houston to write a blog post about the physics behind torque-speed curves to help midstream users determine how to select the right pump for their next application.

Solving Pain Points Through Strategic Content

The key to successful content marketing for manufacturers is identifying the pain points of your target audience, then building content assets that can ease that pain. If an industrial user isn’t sure how to choose between you and your competitors, put together a comprehensive list of performance factors for your product. If a heavy equipment user is struggling to choose between you and your closest competitor, write a detailed comparison piece to highlight the areas in which you come out on top.

By creating free value-added content for your potential customers, you can position your brand as an authority in your industry.

Contact MARION for help with B2B manufacturing content marketing in Austin or Houston today!

2. SEO for Manufacturing Companies

SEO for manufacturing companies

Manufacturing SEO is the practice of optimizing your website so that you show up at the top of search engine results when users are searching for the products you offer. For example, if you’re a chemical manufacturer, you want your surfactant web page to show up when a potential customer Googles “surfactant suppliers.”

According to a recent study, organic search helps to generate nearly 53% of B2B revenue. This means that successful manufacturing search engine optimization can be the key to meeting and exceeding your marketing growth goals.

The Role of Web Design in SEO Success

Keep in mind that an SEO-friendly web design is paramount to ranking well in search results. If your website looks like it’s from the 2000s, users may hit the back button and visit your competitor’s site instead. It’s like showing up to a business meeting or interview in sweatpants. Doing some competitor research, customer interviews, and user testing will help you develop the best manufacturing website design possible.

Aside from design, the content on your website is highly important to your SEO for B2B manufacturing. Like we mentioned in the first section, by creating content that addresses the pain points of your target users, you can rank highly in the search results and generate more revenue today.

If you’re interested in trusting your organic growth to an SEO agency in Austin or Houston, contact MARION today to schedule a free consultation!

3. PPC Advertising in Manufacturing Industries

PPC in manufacturing industries

Over the past decade, several types of digital marketing campaigns have improved the scalability of manufacturing advertising. Before the internet, manufacturing outfits had to rely on direct mail, cold calls, and costly trade shows to generate new opportunities. While there are benefits to relationship-based selling once the ice has been broken, gaining that initial exposure is difficult.

Today, pay-per-click advertising for manufacturers allows you to target psychographically. You can serve an ad that targets a potential customer’s exact need for mere dollars. This flies in the face of trade events where the barrier to entry can be tens of thousands of dollars.

An Example of PPC in Action

For example, a powder coating manufacturer can run pay-per-click ads that appear when a search engine user looks for “high temperature powder coating.” When an interested potential customer clicks on your ad, it will cost you around $2. Depending on the size of your average sale, the profit margin on PPC for manufacturers can be massive.

If you’re interested in running pay-per-click in Houston or Austin, contact the strategists at MARION today to set up a free consultation.

4. Social Media for Manufacturers

social media for manufacturers
“My ideal customers aren’t on social media.”

Without fail, we hear this from industrial and manufacturing businesses about once per month. As of 2023, there are:

Without a doubt, your target customers are on social media. Whether or not they are in the mindset to buy while browsing social media is a different story. When it comes to social media marketing for manufacturing, the most relevant platform for a high return on marketing investment is LinkedIn.

LinkedIn

50% of Americans with a college degree use LinkedIn. This makes using LinkedIn for B2B marketing a no-brainer. Not only is LinkedIn a great place to post organic updates that your connections can see in their timeline, but its ad targeting capabilities grow more and more advanced each year.

Effective advertising on social media depends on the niche audience that you’re targeting. LinkedIn allows you to target by:

  • Job Function
  • Job Title
  • Job Seniority
  • Years of experience
  • Company Name
  • Company Industry
  • Company Size
  • Schools
  • Degrees
  • Fields of Study
  • Skills
  • Groups
  • Age
  • Gender
  • Location

Once you’ve refined your LinkedIn ad targeting options to reach the right decision-makers, you can begin generating a return on your manufacturing social media marketing efforts.

If you’re interested in exploring social media marketing in Houston or Austin, contact MARION to set up a free consultation with one of our strategists today!

At MARION, we pride ourselves on staying ahead of marketing trends to position your brand as an industry authority. Whether it’s designing campaigns that resonate with your audience or optimizing your digital presence to generate measurable results, our strategies are built to help your business thrive.

5. Marketing Automation for Manufacturing

Manufacturing outfits are moving to robotic process automation in an attempt to optimize costs and production. Doesn’t it make sense that your OEM digital marketing strategy makes use of automation too?

How Marketing Automation Simplifies Industrial Marketing

Digital marketing for industrial companies becomes dramatically easier when paired with the right marketing automation platform. Automation allows you to:

  • Seamlessly track qualified leads.
  • Identify which marketing messages are most effective.
  • Score which marketing materials have the best impact on your bottom line.

By identifying which B2B manufacturing marketing materials have the highest conversion impact, you can focus your efforts for compounding returns and overall business growth.

Choosing the Right Platform for Your Strategy

The strategy behind marketing and manufacturing automation will largely depend on the platform you choose. While our sales and marketing teams generally recommend using HubSpot, we can work with several different automation platforms to help you reach your goals.

How to Choose a B2B Manufacturing Marketing Agency

B2B digital marketing for manufacturing infographic

Now that you’ve been exposed to several digital marketing strategies for b2b manufacturers, you can choose the strategy or strategies that best match your B2B manufacturing marketing goals. Depending on whether you’re interested in mostly branding, SEO, web design, or outsourced marketing, the following resources will help guide you through the process of choosing a marketing partner:

The general process for choosing a marketing team will follow the same steps.
  1. Determine if the agency understands your business.
  2. Analyze the team and their past success. Do they have a portfolio or case studies?
  3. Do you get along with your future point of contact? This will affect the success of your partnership more than you know.
  4. Does the agency seem to have a curious spirit?
  5. Can the agency adapt to different circumstances?
  6. Are you able to effectively communicate with the agency?

MARION Makes Digital Marketing for Manufacturers Easy

For over 40 years, MARION has been a trusted partner to local manufacturers, helping them navigate the evolving marketing landscape. Our extensive experience in industries like Energy, Chemicals, and Industrial Equipment means we bring unparalleled technical expertise to every project. From contract manufacturers to large-scale industrial operations, our local team understands the unique challenges you face and is equipped to deliver solutions that drive sustainable growth.

Our approach to digital marketing is rooted in aligning sales and marketing efforts to maximize lead generation and customer loyalty. By combining inbound marketing strategies with targeted paid campaigns, we help you attract more website visitors from your target market and convert them into long-term customers.

Ready to see the difference MARION can make? Explore our portfolio and case studies to view examples of our work, then contact us today to schedule a free consultation. Let’s discuss how we can support your goals for lead generation, customer loyalty, and sustainable growth in today’s competitive market!

Contact us today to set up a free consultation, and discover if we’re a good fit for your goals!

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