1. Move beyond data sheet marketing
When it comes a technical product, it’s difficult to move away from information heavy pages and libraries that would rival Alexandria! With an effective system in place, you’ll have little issue managing product data (Hybris is platform of choice for many leading brands).
But, it’s 2016. There’s no excuse for brands big or small to avoid putting in the effort and building rapport with their end users and channel partners. You’ll achieve this through an effective content creation plan, smart lead capture and a nurturing process that is targeted and personalised.
2. Invest in a content strategy
Building on from our last point, a solid content strategy cannot be avoided. It serves as one of the best starting points for pulling traffic to your site and gives the opportunity to engage with leads you might otherwise have missed.
Take some time and think about what the right type of content will be at each stage of the buying cycle. Blogs typically work well at the top of the funnel, but really take the time to make this more than just relaying company news.
Producing video content can really help you stand out from the crowd and help to explain both complex and common questions in a visual, easy to digest format.
Further down the line, you’ll want to consider eBooks, guides and White Papers as a means of bolstering sales rationale and helping to identify your brand as a true solution provider.
3. Consider your users at home, in the office and on the move
If a mobile experience isn’t part of your website makeup, your missing a major trick.
But don’t take our word for it. Check your analytics, and get a grip on how much traffic on your site is from handheld devices. If it’s anywhere as high as we think it is, you’ll know the time to act is now.
Once you’ve decided that a mobile journey is essential, there are really only 3 options:
- A responsive web design (managed via your CSS)
- Dynamically serving mobile versions of your desktop pages (managed at the server level)
- A separate mobile app or mobile website
There are pros and cons to each route (more than we’d care to outline is this article alone). Why not check our thoughts on mobile strategy here for a more in-depth look?
4. Make SEO a priority
There is likelihood that you find your own web pages ranking second place to competitor pdfs and tech sheets (frustrating we know). But, the reality is without .
How do you achieve this? Consider content driven and technical SEO strategy. This goes much further than just considering if you have an H1 on page, or if you’ve remembered to included sensible alt tags on each image.
It’s about auditing the very code that makes your pages – could anything be removed or rewritten to improve page load and overall user experience?
5. Email marketing
Too often, we see run-of-the-mill and lowest common denominator templates used to reach out to distributors. If you value your customers, show it!
Take the time to work on rich email templates that are not only cross client compatible but engage users and encourage higher conversions.
Notice we’ve used the term template, rather than single email campaign. If you are paying to have a custom designed email for each campaign you run, an audit of getting more from marketing spend is long overdue!