Manufacturers: Five Easy Ways to Generate More Website Traffic

Manufacturers: Five Easy Ways to Generate More Website Traffic

Manufacturers: Five Easy Ways to Generate More Website Traffic

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Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

How to Generate More Traffic, Leads and Sales 

Your company’s new website just went live. You’re eagerly monitoring traffic and keyword performance. While it’s everyone’s hope that visitors start browsing your content, good marketers know that it takes more than just a fancy new website to generate traffic, leads and sales. You have to work to get your message and your brand in front of customers. Even if you’re seeing a decent amount of traffic to your site, the more quality traffic you generate will help increase the number of leads and conversions for your sales team. This is a numbers game that’s built on maintaining strong internet visibility. Here are five tried and true ways we’ve generated more website traffic for our manufacturing clients.

Always Be Optimizing Your Website

Website optimization isn’t one and done. It’s an ongoing task. While the frequency of these updates will be determined by the competitiveness of your specific niche/keywords, it’s necessary to make this a reoccurring priority. Updating on-page elements like title tags and meta descriptions are important.

The single biggest step you can take is to publish new content in the form of articles, case studies or podcast transcripts. Search engines continue to reward new content, so keep this in mind if your goal is to attract more organic traffic.

Pay-Per-Click Ads with Google and Bing

Google Ads is a great way to capture the attention of website visitors who are doing some serious shopping, so to speak. Pay-per-click ads send you straight to the top of a search results page. For potential customers who are looking to take quick action, this is probably the best way to drive serious traffic to your website and convert them quickly. The caveat to this is that will take some testing to nail down the exact targeting in order to get results.

Pro Tip: Digital advertising on Google places you at the top of a search results page, getting your brand in front of potential customers immediately.

Ready to get started? Let’s have a conversation.

Retargeting Campaigns

Estimates say that 75% to 85% of people who visit your site will never return. You’ve dedicated time and resources to get visitors on your site, but without staying top of mind, they are off exploring other websites – perhaps even your competitors’ websites.

We’ve all experienced retargeting campaigns. You might be casually shopping for a new bike helmet, and suddenly those helmets start popping up wherever you go online. You can do the same thing with your own products and services. Most companies target recent website visitors for a period of 15 to 30 days. For manufacturers that have longer sales cycles, you might consider “following” them around for longer.

There are several tools that make retargeting campaigns super easy to implement. Our two favorites are Google Ads and AdRoll.

Submit Guest Articles to Industry Publications

When you’re an expert in a particular area, don’t be shy about it! In addition to publishing helpful articles on your website, we suggest contacting industry blogs or publications about submitting guest content. This is what’s known as “earned media” and it’s a great way to demonstrate thought leadership. It helps build your brand and prove you are a trusted source within your industry.

Targeted Emails to Current and Perspective Clients

Email is one of our favorite ways to generate a noticeable uptick in traffic to your website. If it’s a warm audience composed of past and current customers, you can ensure top of mind awareness through emails. A cold email list of prospects that you have acquired from, say, a trade show can be nurtured over time to build awareness for your brand.

Increasing the traffic to your website is the first step to generating measurable marketing results. Are you wondering how to generate traffic to your website?  Contact us if you have questions about these strategies.

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The Current State of Marketing and Sales

The Current State of Marketing and Sales

The Current State of Marketing and Sales

Buying Behavior is Changing Rapidly

Consumer buying behavior is changing constantly, depending on the latest devices, technology or economic conditions. As professional marketers I believe it’s our job to have a pulse on this buying behavior. It’s our job to sift through the information and distill it in a way that helps your organization make more informed marketing, sales and business decisions.

Things have been unfolding at a rapid pace the past few weeks. Let me share a few insights that we’ve garnered from conversations and other resources:

  • In general, internet traffic has increased by roughly 50 percent.
  • Organic traffic and conversions are a bit of a mixed bag. It really depends on the industry.
  • The pandemic is rapidly shifting buying behavior. There’s obviously been an uptick in online purchases and 13 percent of consumers are using this opportunity to discover new brands.
  • The cost of digital ads like those on Facebook or Google Ads has fallen significantly. We’re seeing some clicks cost as little as three cents.

With some industries booming and others at a standstill, you might be wondering what your marketing and sales looks like in the coming months. In my last article, I wrote about the importance of continuing to market, but I want to take a closer look at what exactly that means.

Right now, experts and economist predict that consumer spending will resume anywhere within three to 18 months. You should be working now to prepare for that uptick because the most successful organizations see big wins during the upswing, not when the economy is at its peak.

Selling When Few Are Buying

For many industries, now is not the time to sell. Simply put, many companies are not making purchases – or at least large purchases outside of immediate COVID-19 needs.

Rather than selling, focus on building relationships. If you look at any sales cycle, cultivating initial rapport with a lead or prospect is step number one. Building rapport is nothing more than making a connection with someone and establishing a relationship – that’s what you need to work on right now.

In the near term, your goal should be to remain top of mind. Demonstrate that you’ll be available when the customer or client is ready to buy.

Strengthening Your Marketing

If you’re not generating significant sales right now, strengthening your marketing should be a priority. Here are a few steps to take.

Revisit your target market. I harp on this one quite a bit, even when business is smooth sailing. Remember that the best marketers have a strong understanding of their audience. Use this time to clarify who you need to reach and how.

Identify your ROI positive channels. Rand Fishkin used this phrase in his latest Whiteboard Friday and it perfectly sums up how to approach any active marketing campaigns.

You don’t want to blanketly cut your budget. Instead understand what’s working and what’s not. Analyze specific campaigns or keywords to understand what can be temporarily paused and what can continue to run so you maintain visibility.

Continue to leverage your subscriber list. This is another thing I harp on constantly on our podcast! Your subscriber list is your biggest marketing asset. Make sure you remain in communication with the individuals who actively want to hear from you.

Use this time to educate and prepare for future marketing. If you are slower than usual, it’s a great time to educate yourself on channels or tools that you’re not actively using. Maybe that’s Google AdWords or YouTube. You don’t need to become an expert, but it’s wise to have a basic working knowledge of the tools available.

Now is also a great time to revisit your past content and understand what can be updated or re-purposed. Ensure your content is ready when people start buying again because they will, and they’ll be looking for thought leaders like you.

Many organizations don’t know how to market during times of uncertainty.  If you have questions or want to discuss next steps, don’t hesitate to contact us.

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Marketing During COVID-19: Advice and Best Practices

Marketing During COVID-19: Advice and Best Practices

Marketing During COVID-19: Advice and Best Practices

Organizations Can Not Only Survive, But Thrive 

In April of 2009, I took a crazy leap of faith and started Hersh PR and Marketing. I was 23 years old, essentially fresh out of college and I had no idea how the Great Recession would play out. Fast forward to 2020 and it’s become clear that many of the lessons I learned in the early years of my business can be dusted off and applied once again. Unexpected events such as floods, earthquakes or epidemics can rattle even the most prepared business. The events that have unfolded in the past several weeks have demonstrated that it’s important to have well-document strategies for your business that are based on sound data and can be revised quickly as economic conditions shift. During this time, I suggest that you have the right individuals participating during your internal conversations about business strategy and marketing. Be mindful that your initial reactions can and will affect the perception of your organization and it’s smart to have an external (third-party) voice participate in these conversations.

Don’t Exploit the Situation

I’m not a fan of (extreme) fear-based marketing tactics* and now is certainly not the time to capitalize on people’s fear. Attempting to make a quick buck as a result of COVID-19 is extremely short-sighted. Play the long game (more on that below) and be very mindful of the messages you’re distributing.

Don’t Stop Marketing

It’s easy to “turn off” your marketing. It’s extremely difficult to rebuild your momentum when you attempt to turn it back on. Studies going as far back as the 1920s indicate the advantages of maintaining or even increasing your marketing budget during a weak economy.

The relative noise level in your particular industry might drop as competitors cut their budget, creating an opportunity for you. This is also a great time to project stability and strength.
As my long-time business advisor Ron Finkelstein said, “I’ve seen companies cut marketing in times of crisis and it’s the single biggest mistake they can make.”

Think Long-Term

It might be tempting to focus time and money into short-term sales and promotions. But for many businesses that’s either not an option or could result in long-term damage to their brand. Consider retailers like J. Crew and Banana Republic. During the Great Recession, they conditioned consumers to never-ending sales. Ten years later they continue to struggle to sell items at full price. For many of Hersh PR’s service-based business clients, offering discounts would immediately cheapen the brand. Right now, it’s wise to focus on brand-building initiatives that support your mission. Remember that clients will return and will be in need of your products and services.

Flex Your Creative Muscles

Over the past week, I’ve witnessed some incredibly creative marketing – virtual bingo on Instagram, video trainings and businesses supporting those out of work. Now is the time to flex your creative muscles. Try something you’ve been thinking about for ages but didn’t have the time to implement. Create the video you’ve been brainstorming, but perhaps held-off because you wanted the production value to be “perfect.” Leverage the resources you have and market heavily to your existing clients. They need, and probably want to hear from you.

Many organizations don’t know how to market during times of uncertainty.  If you have questions or want to discuss next steps, don’t hesitate to contact us.

*Generating action such as a phone call or a sale from potential clients will involve a level of healthy fear. For example, you can give clients a feeling of exclusivity without using doom and gloom.

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5 Easy Ways to Generate More Website Traffic

5 Easy Ways to Generate More Website Traffic

5 Easy Ways to Generate More Website Traffic

5-easy-ways-to-generate-website-traffic
After your website has been designed (or redesigned) and been successfully launched, it’s everyone’s hope that visitors start flocking to it immediately. In reality, the concept of “build it and they will come” doesn’t always work. The Internet is a crowded place. You have to work hard to get your message and your brand in front of consumers. Even if you’re getting a decent amount of traffic to your site, the more (quality) traffic you generate will help increase the number of leads and conversions. Luckily, there are some fairly simple ways to actively drive more traffic to your website.

Generating More Traffic to Your Website

The first step in driving more traffic to your website is to identify your target audience. Who are you trying to reach? Who is your best potential customer? It’s recommended to create at least three different buyer personas/target audiences so you can align any type of advertising campaign with your target audience. Once you’ve pinpointed your personas, you can create customized campaigns designed to bring that audience to your website. Here are five easy ways to generate more website traffic:

Facebook Advertising

Facebook has made it simple to advertise to a very specific audience. While having an engaging Facebook page is an important element to your marketing efforts, you can also designate a modest budget for getting more clicks to your website with Facebook ads. Choose the option of “Clicks to Website” from Facebook ads manager, and you’ll easily be walked through the ad creation process.

Pay-Per-Click Advertising with Google AdWords

Using Google AdWords, you can set an advertising budget and only pay when people click on your ads. You’ll need to choose the proper keywords to bid on and create ad text around them. These ads will appear at the beginning of the Google search results page when people search for the terms you’ve identified.

Guest Blogging

When you’re an expert in something, lend your skills to others! Reaching out to provide a blog post on another reputable website will help lead visitors back to your own site while helping to build your brand and prove your expertise.

LinkedIn Pulse Articles

LinkedIn is the world’s largest professional network on the internet, and LinkedIn Pulse is their award-winning daily news application. Pulse allows members to publish and share content to reach their potential audiences at just the right time. As you’re writing and publishing your article, make sure to backlink to your website and your own blog.

Email Newsletters

Providing a monthly email newsletter is also a great way to drive more traffic to your website. Just one successful email blast can result in a nice uptick in traffic, and you can also provide a form on your website for visitors to easily subscribe. If you’re looking for more customers, increasing the traffic to your website is the first step to generating results. If you need help with any of these strategies, leave us a comment and we’ll be sure to respond!

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Managing partners: how to create your law firm marketing plan

Managing partners: how to create your law firm marketing plan

Marketing is an important business activity that many business owners push to the back burner.  When clients are calling and questions need answered, it’s easy to say “I’ll do that tomorrow.” As the firm’s managing partner, you’ve got a lot on your plate.  You’re...

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3 ways the internet has changed law firm advertising

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In a few short years, the internet has drastically changed how companies advertise and market their services.  Companies used to rely on ‘interruptive’ messages to convince consumers about the value of their product or service.  But over time, consumers started to...

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

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Are you ready to take action? Let’s see how we can reach your goals with a 20-minute introductory call.
Why Website Content Matters + How to Update It

Why Website Content Matters + How to Update It

Why Website Content Matters + How to Update It

Content Provides Value and Supports Your Digital Strategy 

A well-rounded digital marketing strategy includes many elements. From paid ads to organic search engine marketing, your brand needs to be present and visible on numerous channels. However, there is an underlying component that fuels it all: content.

Content is arguably the most important component of your digital marketing and your website. It can set you apart from the masses by demonstrating your knowledge, expertise and capabilities. Other elements such as design, photography and video are important, but it’s the content that will speak directly to the customer’s needs and wants.

Content is also present in every step of the sales funnel. When your audience is looking for a solution to their problem, they seek professional insight in the form of blog articles, checklists or white papers. When your audience is closer to making a purchase, they will further explore your services, case studies or testimonials.

The bottom line is that along with having a great design for your website, it’s also vital that the information you’re providing is high-quality, relevant, and can convert visitors into qualified leads.

Quality Content on Your Website

What is quality content and how can it be incorporated into your website? It can take many forms but there are several elements that all high-quality content contains.

It Provides ValueYour audience wants a solution to their problem. To craft high-quality content, it’s necessary to understand exactly what your audience needs and wants. When you understand their pain points and goals, you can write content that directly addresses them.

It Has a Long LifespanThe term “evergreen content” refers to content that remains useful for many months or even years after its initial publish date. It can be shared many times over or repurposed into different formats like video and podcasts.

It Fuels Your Digital StrategyAs mentioned, content is the foundation for most digital marketing strategies. From email marketing to social media to PPC ads, you can attract and engage your ideal audience with the right content.

It Moves Your Audience Through the Sales FunnelGreat content can help you build relationships with an audience and inspire them to take action. Think about and craft content that is not only informational, but also inspiring, motivational and directs the reader to next steps.

Keep the Content on Your Website Updated

Actively maintaining the content on your website can be a significant undertaking. Everything ranging from blog articles to service pages need periodic updates. Unfortunately, many SMBs have an outdated website. A website should never be stagnant. An untouched site creates a disconnect for your audience and potentially harms the brand you’ve spent time building.

Publishing new content or updating existing content is well worth the investment. If it’s done correctly, you’ll see an improvement in your search rankings and improved engagement on your site. Here are several suggestions to ensure your content conveys the right message:

Update Older Pages and Articles

Posts and pages published years ago need periodic updates to ensure they remain evergreen. Updating statistics, timelines and major milestones ensures that you maintain your authority and trustworthiness as a source. Updating your pages/posts will also signal to search engines that a page is still relevant to searchers.

Revamp Your Keyword Strategy

Search intent and keyword trends are always changing. You should continually reassess your keyword strategy when updating your content. You might have pages ranking for keywords that no longer generate the search volume they once did. This could be an opportunity to refresh the content and target new keywords.

Create a Website Content Calendar

A documented content schedule will help you stay consistent with your updates. It can keep you focused on the content that’s relevant to your audience. You can also keep track of when pages and articles were last updated, or make note of new content ideas.

Final Thoughts

As search engines get smarter and buyers get more selective, your written message is more important than ever. As time consuming as it is, the dedication you give to updating your content contributes to short and long-term success. Your audience will appreciate the value you provide, and you’ll enjoy strong growth and conversion rates.

Hopefully the tips above will help improve your website content. Have more questions about running successful marketing campaigns? Reach out to us directly.

Editor’s Note: This article was last updated in June 2021.

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3 reasons why delegating your marketing to your admin staff is a big mistake

3 reasons why delegating your marketing to your admin staff is a big mistake

As business owners, we’re always trying to work efficiently with the time we have.  The best way to do this is to delegate various tasks to our support staff.

I do this all the time with tasks like proofreading, email follow-up and social media scheduling.  It allows me to focus on more important revenue-generating tasks like campaign strategy for clients or marketing for the agency.

But there are some tasks that your support staff is just not equipped to do. Marketing is one of those tasks. Sure, your team will be part of the process and can help with some of the execution, but they shouldn’t be solely responsible for the growth of your company or organization.

Here are three reasons why your administrative staff shouldn’t be running your marketing campaigns:

Reason #1 – They aren’t marketing experts

Marketing is a bit of an art and a bit of a science.  You must have a good understanding of consumer behavior, buying trends and what’s going to make someone take action (i.e. – move them from a visitor to a lead to a customer.)

Developing lead generation campaigns that get measurable results comes with experience.  Relying on someone who has executed one or two campaigns won’t provide the level of insight and confidence you need in your marketing.

Research from Capgemini Consulting (PDF) indicates that 90% of companies lack the necessary digital skills to run effective marketing campaigns.  This includes the areas of social media, mobile marketing, process automation, campaign performance monitoring and analysis.

Remember, it’s about leads, customers and a return on your investment (ROI).

Reason #2 – Technology moves too fast to keep up

On any given day, I might get the office and find a new update from Google or Facebook.  It’s my job to understand these changes and how they might affect our clients.

And the effects might not be evident right away – it might take some additional testing to learn more.

Unless your support staff is willing to take on this responsibility for all the channels you want them to manage, they shouldn’t be running your marketing.

Reason #3 – They don’t have time to do it effectively

Think about the reasons you hired your support staff.  Perhaps it was because you needed someone to schedule appointments, answer the phone or assist with the product or service you deliver.

That’s important work, and I’m guessing it keeps them pretty busy.  Is it really wise to give them more work?  Or will you be spreading them too thin?

What’s the solution?

It seems like delegating your marketing and lead generation to your support staff is an ideal solution to ensure the phone is ringing.  But in reality they probably lack the expertise and the time to do it right.

It’s a better use of your time and money to hire an expert who knows what they’re doing.  It will certainly be an investment, but one that can also save you money in the long run.  Hiring a digital marketing agency takes some careful considerations so check out this blog article for additional insight.

Have more questions about hiring a marketing agency? Leave a comment below and we’ll be sure to respond!

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