Why Industrial Websites Shouldn’t be an Afterthought for Manufacturers

Why Industrial Websites Shouldn’t be an Afterthought for Manufacturers

Industrial websites and manufacturers’ expectations are not always in sync. I say that from my regular conversations with manufacturers from various industries and from around the world. They come in all shapes and sizes, but they have one thing in common–generate more leads by targeting industrial buyers in North America. Industrial website goals and usage…

Is Your Industrial Website Ready for Business After the Coronavirus Pandemic?

Is Your Industrial Website Ready for Business After the Coronavirus Pandemic?

Will your industrial website still meet the needs of engineers and industrial buyers when the coronavirus pandemic is over, whenever that is? In my last post, I talked about adapting your industrial content marketing strategy for COVID-19. In this post, I want to focus on the changes that you may need to make to your…

5 Critical Components of a Successful Website Design for Manufacturers

5 Critical Components of a Successful Website Design for Manufacturers

Creating a successful website design for manufacturers takes careful planning, a deep understanding of how engineers and industrial buyers make decisions and a lot of hard work. These have nothing do with the aesthetics of the site. Applying a new skin to an existing website to make it look “pretty” won’t help you move the…

Industrial Buyers – Their Preferences and How to Market to Them

Understanding the mindset of industrial buyers is important if you market to engineers and technical professionals. There are plenty of research reports published on buyer personas and the buying habits of consumers, but they focus mainly on B2C marketing. You can find data on general B2B marketing, but it is somewhat limited when it comes…

Industrial Website Redesign for Marketing to Engineers

An industrial website redesign for manufacturers, system integrators and distributors that market to engineers, requires a different approach because marketing to engineers is different. This becomes a challenge if the outside web development company or your in-house marketing department doesn’t have a clear understanding of marketing to engineers and industrial professionals. A website redesign that…

Stop Your Industrial Website Redesign from Derailment

What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of the Montparnasse derailment that happened on October 22, 1895. The action of a train leaving its tracks accidentally can have catastrophic consequences. Similarly, obstructions that prevent a redesigned website from meeting…