how website used webinar - cp.key
TRANSCRIPT
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Welcome to Industrial Interface’s Webinar Series: How do Engineers use your website?
Presenters:Chris Powell, VP SalesBrian Jones, President
Questions? email: [email protected]
orask directly within the webinar window
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Welcome to Industrial Interface’s Webinar Series: How do Engineers use your website?
Today’s Discussion:
1) How to get more relevant traffic to your website
2) What to do to engage engineers once they get to your website
3) 5 Things that most technical supplier websites are missing
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The Ghost of website past:Static, un-optimized websites
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Static, un-optimized websites
Content was created and forgotten
Datasheets and downloads are outdated
You look at your website and think that you need to have a better presence online
Most small supplier websites
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Summary
Your website is just a Digital Brochure
PRO - Customers can read about some of your products
CON - Traffic is only coming when you refer someone to your site
CON - Content is difficult to change with your business
CON - Your website is not a resource, it is an anchor
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The present status quo:Static, SEO friendly sites
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Optimization Basics
The 8 Must Haves:
Say what you sell on your homepage
Content (paragraphs should include keywords)
Easy to Navigate
MetaData: Page Titles, Descriptions, and Keywords
H1 Tags (matching page titles)
Internal links to through content (keyword anchor text)
Related “alt” tag in images
SEO friendly URLs
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Summary
Most suppliers just buy a website presence!
PRO - You will generate traffic based on the content that you have written.
PRO - You will have a well laid out website that is optimized for the pages you created
CON - You will be reliant upon a third party for maintenance fees and edits/additions to the content on your website
CON - Tracking your efforts can be difficult and futile because you can’t make changes anyway
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The Future of Websites:Dynamic, SEO friendly sites
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Creating a Lead Generation Machine
Factors to consider when selecting a platform
Price: Prices for a website platform can range from Free to hundred’s of dollars/month
Content/Layout: Knowing what content/graphics you want and how you want them organized.
Architect: Who’s doing the design work and actual programming?
Some Options: Squarespace(visual layout and programming), Wordpress(Great SEO and extremely easy), Drupal(requires more difficult programming, but is used by Whitehouse.gov), Volusion(shopping cart and shipping/billing features), Weebly, TypePad, Moveable Type
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Tools for Tracking
Tracking the success of your Machine
Google Analytics➡ Tracks hits, uniques, and other factors
➡ Ties into most of the platforms mentioned on the previous page
Google Webmaster Tools➡ Track all of the ways that your website is analyzed by google
➡ Examine the factors that determine your ranking
Google Keyword Tools➡ Track what related keywords people are searching for
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Summary
Content is King!
Set your website up so that multiple people can create blog entries
Have ability to easily add content to the different sections of your site
Use SEO friendly platforms for all content added on top of an existing website
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Creating content that resonates with engineers
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Make website welcoming
Engage your visitors
Clean layout that is not busy
Organized so that visitors know exactly what you do and can find information easily
Have a clear call to action for your visitors.
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Expertise
What should you write about?
Teach your visitors technical information about your products/services. ➡ Tutorials, diagrams, and videos are great content
Explain what differentiates you from your competitors➡ Why should the engineer not take this knowledge and go find another supplier.
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Calls to action
What call to action best fits your page?
Phone and Email on every page
Contact Us Form
Whitepaper/Datasheet download
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Summary
Engineers want to learn!
Clearly define sections. Engineers like organization
Start with basic content on your website and continue to educate. Engineers will come back to your website to learn more if they see you continually adding valuable content
Mix up the mediums in which you present content. Keep your visitors on their toes by uploading videos, diagrams, whitepapers, and more
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5 Things that many supplier sites are missing
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One
A clear functional contact us form
21 supplier sites total (small, medium and large companies)79% had contact us forms
of those 79%:0% asked if i wanted their newsletter0% had a confirmation email23% had websites or forms that were broken in some way60% followed up with me from my form inquiry by phone or email -40% followed up by email -27% followed up by phone
of those 60%:they averaged 37 hours to get back to me (2-119hrs)13% followed up more than once
forms:averaged 596w x 757h90% were on white backgrounds95% or more showed their company address and phone number on the page33% or less displayed an email address or list of salespeople
95% or more asked for your name, email, phone, and your detailed question61% asked for your address38% or less asked for your title or country10% had "other" fields (like specific product related questions)
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Two
Clear List of Phone numbers/contact info
Data from same study: 100% had phone numbers, but only 33% listed an email address
List contact information based on application/product type not by market segment.
List people, not just a corporate number.
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Three
Have a guarantee
How long will it take to receive a call back? 1 business day, 1 business week?
Average company took 37hrs to get back to an engineer, big companies got back within a few hours, but small companies took as long as a week
Communicate with your visitors once they contacted you
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Four
Get links to your site and link to others
Link to resourceful sites like Wikipedia or non-profit/engineering organizations in your space
Find tools for Engineers and link to the tools that you think are useful
Solicit other website owners and ask for links back to your site. This includes your principals, colleagues who you work with, and other respected individuals in your market
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Five
Fresh Content
Your presence online will grow
Engineers will return and subscribe to your Newsletters/RSS Feeds
You have a way to communicate new products, company growth/milestones, and new technologies
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Summary
Websites are living and breathing beings
Must have quality content
Optimized content for SEO
Constantly be building
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How Industrial Interface can help
We are world’s biggest marketplace of engineering problems - built by engineers for engineers
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Our website design services
We set it up and you run your own website!
Almost guaranteed that we will be less expensive than hiring a developer to do your website
Our designs are simple, optimized, and will be a lead generation machine
No contracts, no maintenance fees. We build the foundation for you to easily add content and bring traffic to your site
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Questions
Questions???
Chris PowellFounder, Industrial Interface
Promotion: $5k for a website, 6 filmed(professionally written) Case Studies, 6months of email marketing and lead management
Please email me:**For a copy of the presentation**To schedule a one on one meeting**With individual questions