The MHEDA Journal - Fourth Quarter, 2015 - (Page 58)
How To Get Your Online Marketing
Efforts Back On Track
BY BRIAN BLUFF
ver the past 18 months we have audited the online
marketing efforts of over 175 distributors and manufacturers. For the most part, these companies are in
the same boat - digital marketing has become more
difficult than a single person or skill set can handle and the company doesn't have a plan. The aim of this article is to describe
our approach to creating a winning digital marketing plan.
We all know, or should know, that a
good online marketing program today
requires technical SEO, participation in
search and social advertising, engagement with your customers and prospects through social media, creation of
quality content, and promotion of your
content through social media and lead
nurturing (aka smart email marketing);
but without a plan, these are simply
disparate tactics. You need a vision, a
strategy and a plan.
So as we put a bow on 2015, and
plan for 2016, let's make a difference,
let's generate great leads through
online marketing and let's start now!
Here's the approach we developed
over the past 13 years.
Establish an Online Marketing
Never ever start changing things
until you know how your online marketing programs are performing now.
This has to be the single most important thing you can do and the phrase
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"don't throw the baby out with the
bathwater" definitely applies.
I can't tell you the number of times
we've seen companies tear down seemingly underperforming websites only
later to find out that their old, ugly
and outdated website was ranking for
some really important keyword, or that
people visiting the website, while not
filling out a form, did frequently pick
up the phone and call the company.
Tear down the old site without knowledge of what's working and a plan to
salvage the best parts, and your underperforming program just got worse.
Use Google Analytics to document
form conversion rates and the number of search engine visitors landing
on important pages. Google Search
Console, formally known as Google
Webmaster Tools, is a good way to
understand how many of your website
pages Google has in its index, and
to identify any problems Google has
found on your site. We also use a program called BrightLocal to assess the
condition of local search programs.
All of this takes more than an obligatory 30 minute glance at an automated
report. It requires taking the time to
understand how your programs are
performing and a willingness to dive
deep into the data and audit the
important aspects of your digital marketing program.
Assess the Competition
Hands down the best tool for
assessing your online competition is
SEMrush. We've got the paid version,
but you can do a lot with the free version too. Below you'll see data I pulled
from SEMrush on five forklift dealers
serving the Chicago area.
Number of Ranking Keywords By URL
Search Engine Position
Number of Google top 20 positions for five websites competing for the term
"forklift dealers Chicago"
Table of Contents for the Digital Edition of The MHEDA Journal - Fourth Quarter, 2015
From the Desk of Liz Richards
Ask Your Board
MHEDA University Calandar
MHEDA MEMBER PROFILE
MHEDA’S 2016 CRITICAL IMPACT FACTORS
COLLABORATING TO GET THE JOB DONE
HOW TO GET YOUR ONLINE MARKETING EFFORTS BACK ON TRACK
BACK TO BASICS
PRIVACY AND SECURITY
A TREASURE CHEST OF EMPLOYEE TRAINING
GETTING THE MOST OUT OF AN INTERNSHIP PROGRAM
MATERIAL HANDLING M&A: 3 REALITIES IN TODAY’S INDUSTRY
PRICING THE FORGETTABLE LAST FIVE PERCENT
Spotlight on Association News
TEN MORE REASONS WHY YOU CAN’T FILL JOBS
Index to Advertisers by Product Category
The Last Word
The MHEDA Journal - Fourth Quarter, 2015