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Marketing Agency Since 1979

SMS, Ink

Colorful Tips for Serious Marketers

The Three Most Important Web Marketing Moves for 2019

Over the past year, this blog has covered many digital marketing methods and concepts for the high-tech, industrial and manufacturing marketplaces. With the new year upon us, I thought I would identify the three most important for growing your business in 2019.

Website Optimization. Without question, a responsive website with your company’s key message and value proposition “above the fold” is the most essential design element for competing in the digital marketplace. Remember all those discussions about short attention spans when your company was redoing its website? Well, they’ve gotten shorter. Are the conversations about needing to make your website user-friendly for mobile devices still fresh in your memory? I hope so. The percentage of visitors that will use mobile devices to access the Internet will increase from from 57% to 63%, with time spent on mobile devices increasing from 40% – 49%. How you look on the small screen will determine how an increasing majority of your customers see you. Make sure they like what they see, find what they want, and can contact you as simply as possible.

Content Marketing. SMS advises more and more clients to consider balancing their AdWord campaigns with content marketing programs in order to make the most of their search engine marketing (SEM) budgets. Industrial B-2-B companies usually have very clear demographics, so seeking content that interests them requires a simple climb up the application tree – from your root products to the many markets that utilize them. Taking a deeper interest in where your products end up and how they integrate into the world will generate a motherlode of content from which to mine. Dig out interesting topics and put your company’s spin on them. The copy will include many keywords that match the searches of your customers and prospects. Google will love your resource-oriented approach and you may even get some regular readers. Most importantly, you’ll be found on SERPs that are too often dominated by ads that hoard PPC keywords with unlimited budgets and frequently limited search relevance.

Security. Not only is it wise to protect your website from hacking and viruses, top level website security improves search rankings and for good reason: Google doesn’t want to lead you into a trap. Hackers work tirelessly trying to penetrate server vulnerabilities and it’s up to your hosting company to keep the doors and windows shut. Choose your hosting company carefully and make sure your website is linked to secure destinations. HTTPS has become a household acronym in web marketing but not everyone feels the same urgency to employ it so it’s important to audit your inbound and outbound links regularly. Keeping your software up-to-date, enforcing strong password policies, encrypting login pages, deleting old files, and backing up your data are some of the most important things your web development partner can do for you. Being able to deliver fast loading, flat page designs is great, but being able to protect your web clients is the higher calling.

Finally, SMS would like to thank our clients for their trust in our services in 2018. We’ll continue to select just the right mix of affordable, effective, and proven traditional and digital marketing methods for each and every one of you in order to help you grow in 2019. As always, we do it because we know your markets, speak your language, and don’t believe in charging for anything that doesn’t end up working in the marketplaces you serve. It was our promise in 1979 when we began, and it remains our promise 40 years later.

– S. Norton

For more information on updating your website for 2019, feel free to contact us for a free, no-obligation consultation. Or, simply fill out the short form on our homepage.

Mining for SEO Content? Dig Into Your Customers.

As has been previously established on this blog and practically every other SEO resource in existence, the best way to improve the search rankings of your company’s website is though adding and refreshing its content. There can be multiple reasons why your website is improving its position on SERPs including an increase in traffic driven by auxiliary brand recognition activities such as the placing of banner ads and the development of print and remarketing campaigns. Well targeted AdWord groups can also drive traffic through smart bidding and links on well-crafted landing pages. Press releases are also an affordable way to boost visitors, and if all activities remain current and consistent, they should return.

Generating repeat traffic for websites that primarily exist to describe your company’s products and services and declare its central marketing message can be very difficult. If you sell your products online, repeat traffic is almost a guarantee but few B-2-B companies actually do that. Most utilize distributors and try to build mutually beneficial partnerships in order to get them to specify their products. So how does a company add content that isn’t just another sales pitch for their products or services (also known as content marketing)?

The most important adage in marketing is to begin every promotional decision by asking what’s in it for your customers. If possible, every word should interest them. Unfortunately, the questions that ask “why” and “how” are too often answered with “because it increases our revenue and decreases our expenses”. Well, as vital as those decisions might be they rarely interest your customers. They will sympathize to an extent, but not for long.

Initially, the idea that you must always try to see the world through the eyes of your customers and that their perspective must always inform your marketing activities seems a daunting proposition. We’re all constantly inundated with the immediate concerns of our daily responsibilities. Because of this, we begin to think our unique challenges are as important to our customers as they are to us. Content that reports the expanded square footage of your manufacturing facility is certainly newsworthy and almost writes itself, but the information is only useful content if it relates to making your customers’ lives easier or their decisions more successful. That said, content doesn’t always have to relate directly to the nuts and bolts of day-to-day business.

For example, if you manufacture lab products, write (or hire someone to write) about what interests the people who use them. Scientific discoveries and breakthroughs are fascinating in and of themselves, so keeping an eye on what’s happening in the science and research world will ultimately lead to common ground. At that point, it’s easy to work in your company’s message by perhaps sharing similar research and development philosophies. Your company exists to make money by selling products and services but it also exists to further some manner of improvement in the study and exploration of real life solutions. Researching the extended roots down the main application tree will not only alter the way you look at what you do, it will make conversations with your customers livelier and more productive.

This blog has also covered the use of online surveys as useful and affordable tools to direct your marketing activities. Expanding their scope to discover the kind of content that interests your customers is another great way to utilize their power. Instead of guessing what content they’re seeking, ask them. What trades are they reading? What websites do they frequent? Where do they get their industry news? Getting the answers to these questions means the keywords they’re using to sift through online content will become your keywords. Slowly but surely your website will begin to reflect an essential perspective: not only do we share your interests, we work for you. And working for your customers means more than just assuring them that you manufacture the best tools for the job at a fair price, it also means believing in their goals as much or more than they do.

The fact is, increasing page rankings is becoming the key marketing focus of all small to midsize B-2-B industrial and manufacturing companies. If your marketing department is having trouble mining content about your company and its interests to add to your website to improve SEO, that could be a good thing. It could force you to ask your customers about their interests instead.

– S. Norton

For more information on generating useful site content that will improve SEO, feel free to contact us for a free, no-obligation consultation. Or, simply fill out the short form on our homepage.


Media Buying: Only Getting What You Pay For?

When it comes to integrated marketing services, the range of programs can run the gamut depending on your company’s budget and its primary markets. For the high-tech and industrial B-2-B community, the mix of traditional and digital marketing methods continues to hover somewhere around a fifty-fifty split. This is partially a result of the narrow market niches for which many companies manufacture their products, as they know who and where their customers are and more or less how to reach them.

OEM cut a similar profile. Most are engineers and product line managers with long tail careers that tend to stick with what works for them in terms of data collection, idea sharing and methods of communication. Online advertising has definitely increased, but for all the shrinking printed publications have done, engineers are a stubborn demographic and many still like their catalogs and tech briefs in hand so they can flip through them and, I dunno, roll them up and smack flies around the plant floor. So yes, digital marketing methods continue to steal large chunks of budget dollars from the more tactile forms of industrial product promotions, and even though many ads are reproduced in the form of landing pages, digital communication hasn’t yet rendered printed materials totally obsolete as many had predicted.

SMS places both print and online space for a number of our clients and has done for many years. We work closely with them to customize message to the medium, write product literature and reviews, determine ad schedules and make insertions well within strict deadlines. We also work closely with space reps who appreciate the repeat business and are willing to tack-on significant freebies. When we say we’ve been around for forty years, this is one of the areas where that kind of longevity pays off for our clients. In fact, the value-add from our long-held relationships with space reps pays off in real dollars. A significant portion of client ad budgets work double-shifts, conditioning online marketplaces which keeps brand recognition extra healthy and drives coveted branded searches.

SMS media placement specialist Anita Nicolo has this to say:

“Display advertising can be expensive. To be a player in the industry, your participation is essential to building your brand. The question you need to ask is are you leveraging your space dollars to give you the most comprehensive presence possible. Do those same advertising dollars provide you free banner ads? Free email blast sponsorships? Free new literature or product reviews? Most companies don’t have the time to handle basic space placement duties let alone field space rep calls and work their contacts. Luckily for them, we do.”

We say it around here all the time: marketing partnerships are still, in their essence, all about people. Like any relationship, it’s important to maintain strong bonds of loyalty, dependability and consistency. So if you’re placing space and only getting what you pay for, maybe you could use an agency that knows quite a bit about precisely those things.

– S. Norton

For more information on media buying in your marketplace, simply contact us for a free, no-obligation consultation or fill out this short form on our homepage.

*image: Shutterstock


Technology and The Value-Added Partnership

When SMS was founded by Bob Norton in 1979, it was partially built on the idea that a full-service agency that understood the language and unique challenges of the B-2-B scientific and high-tech industrial marketplaces would more efficiently turn marketing budgets into increased market share. Most agencies at the time (and now) operated from a central salesforce that supplemented their limited in-house services by utilizing outside vendors to complete projects. This resulted in cascading markups and unavoidable inconsistencies in the quality of work, which led to costly redos and unhappy clients.

Since the advent of Internet technology, agencies have ridden the supposition that electronic communication would mostly remove these inconsistencies and the tactical and creative worlds were now connected enough to be considered “in-house”. In part, that’s true. It’s rare that a designer needs to “mock up” a look and walk it over to a client representative for review, and files are far more easily shared with clients via downloading applications. I still remember waiting at the door for envelopes of photo transparencies and in some ways I miss that. You knew the work was checked dozens of times and you rarely felt apprehensive about what was inside…

…which acts as a segue to what I’ve been wondering: has the quality of work and professional service suffered with technological expediency, offsetting the value-add? While it’s much easier to break creative barriers and supply something new, simple follow-through and planning can just as easily slip away. When human interaction was necessary, the warm press of the palm was frequently the only guarantee a client or prospect needed. Professional pride in one’s ability to service a client – or an employer/employee – was always in check. Having a team around your project kept things running smoothly, especially as the team grew together. Convenience wasn’t a subject of conversation, although speed certainly was as deadlines loomed. Still, the long-form focus on client needs maintained synergy and strengthened professional bonds, with the resulting sense of trust catalyzing the innovation of ideas.

All this is to say that it feels like there is a diminishing return to increased isolation while casting one’s net as wide as the earth with the push of a button. The promise of unlimited reach, extended to all regardless of intent, has perhaps reaped a chaotic marketing environment that has wounded professional trust. At SMS, we strive to customize our approaches to prospects so that they feel understood and know we share their values. However, it’s become harder to prove that when the mediums of communication have become tainted with spam, viruses, phishing, AdWord wars, and global piracy. Where it once felt that anyone could compete, with it emerges a sense that anyone can become lost – not just interpersonally but also in your marketplace.

So what are we doing to combat this creeping ennui? Well, in some ways we’ve been doing it for 40 years by remaining a cohesive team that gives a damn about our clients. If you reach out to any one of us, you get a speedy reply. If you call, we pick up. If you have a question, we’ll talk about it until we arrive at the right answer. If you want to sit down and go over your marketing activities, we’ll clear our schedules, our desks, and our heads. We take the time because we believe our experience as a full-service, in-house, hands-on agency adds real value to our partnerships. We do all of this for free because the scope of your marketing activities shouldn’t be reined in by the hidden limits of technology or a running meter.

And it all starts with a handshake.

– S. Norton

For more information on planning your marketing activities, simply contact us for a free, no-obligation consultation or fill out this short form on our homepage.

Online Surveys: Letting Them Tell You What They Want

A shorter one this week as it’s Halloween and I have to hit my neighborhood up for candy. Maybe I can use the holiday as an analogy and hopefully it’ll be a treat for everyone.

When it’s time for a client to update the design of their website, collateral literature or some other marketing tool, they often ask us to show them “something different”. As a creative team that loves to be pushed out of its comfort zone, we relish these opportunities as it lets us exercise our chops. Of course, such wide open direction can lead to lots of wasted hours, especially if there are a number of decision makers and they all have to agree. Taste varies not only from person to person, but sometimes mood to mood.

To save time, we like to put together online questionnaires that allow us to ask the right questions, receive some examples a client may have seen that they liked, and combine the results among any number of decision makers. Not only does this give our designers clear parameters to work from, it also forces clients to really consider their ideas. Requiring someone to put their answer down on a form that will be shared usually leads to long periods of revaluation. Ultimately, decisions strike a balance between daring and practical, with more careful consideration given to customer needs. Once goals for a new design are set (i.e. value proposition above the fold, product image-heavy, three clicks to purchase) the time required to present a few looks is shortened considerably. More importantly, the time is well spent.

So, where’s the clever analogy? Hmm, right, okay…remember how it felt to go trick-r-treating and how anxious you were about the kind of candy each house might give you and how much you might get? It was a really big deal. You spent lots of time choosing or making a costume, and walking up to all those front doors got pretty tiring after awhile. Then, when you got home, examining your loot was always fraught with the possibility of disappointment. “More fruit rollups?! I wanted MILK DUDS!!!”

Well, what if you were able to fill out a survey that asked you to input exactly the kinds of candy you liked and hoped to receive?  Houses wouldn’t waste their time and money buying the wrong stuff and kids would be put more at ease. Sure, some of the fun from being surprised would be removed, but I’m sure your parents – likely the people funding the entire operation – wouldn’t have been too bothered. And there’s nothing like sifting through a bunch of your favorite candy to make up for any fun missed.

Want to take a survey and try it out? Click here and let us know what kind of website you might like for your company.

Happy Halloween!

– S. Norton

For more information on developing your own online questionnaire, feel free to contact us for a free, no-obligation consultation. Or, simply fill out the short form on our homepage.

Staying In-Touch: Mobile Apps and Industrial Marketing

For the most part, apps that live on your mobile devices satisfy personal, social and recreational needs. These are generally monetization models, notably paid-for and in-game purchasing distractions like Candy Crush and Clash of Clans, transport position tracking services like Uber and Lyft, and interfaces for downloading and streaming music like iTunes and Spotify. We’ve come to depend on those colorful icons to thrill us, help us organize our daily activities, track our exercise, and of course, check the weather. In fact, mobile app revenue has more than doubled in the last four years* and while it’s finally leveled off with maturity, many of us interact with a handful of apps daily. Therefore, the question begs: if apps have successfully dug into our personal routines, can we adopt and adapt them to connect industrial companies with their clients? If so, can they be designed not just for ordering purposes but also for more practical functions?

Recently, SMS has been in conversations with a client who wanted to know if it was a cost-effective, technological possibility to build an app for their customers that would help them calculate the correct line of products for a specific application. In use, a customer would input information to satisfy a select number of variables to receive an optimum solution on the spot without the need for Wifi connectivity – essential for when field operations are out of reach of strong signals. In short, a calculator, but one with a very specific purpose that could be remotely updated to reflect the most current product specifications.

We loved the idea, having touched on the use of mobile apps in the past with our industrial clients, and have been waiting for the right time to further explore the possibilities. We knew that our in-depth knowledge of our customers’ markets would play an important role in building an affordable app tool that would deliver just the right user experience and interface parameters. Apps aren’t cheap relatively speaking (simple designs can reach new website numbers and higher), but they can more than pay for themselves in customer service and satisfaction if done correctly. Even more exciting is their ability to deliver push notifications, which allow companies to notify customers of new information without requiring the app to be open. It’s a fairly unobtrusive way to stay in front of your customers if used judiciously.

Apps have other B-2-B benefits, as well. They drive traffic to websites (or can, depending on their design), improving SEO. They have a higher percentage chance of customer interactivity due to their fingertip nature; it’s much easier to use them than it is to launch a browser and pull up a bookmark or input a URL. They’re usually engineered for highly specific purposes so organizing communication channels for content is more easily streamlined (how many marketing projects are currently on hold at your company due to broadly defined content and shifting concept designs?). Apps do what all B-2-B companies hope to do: simplify processes with elegant solutions. They’re a perfect fit.

As marketers, we’re always looking to the future to ensure that we’re offering the most cost-effective and enduring answers to our customers’ questions. We’ve always done the best we could in terms of creating marketing tools in formats that will remain relevant and stretch budget decisions. With phone and tablet technology continually evolving yet holding fast in their roles as important interactive tools, apps not only appear to be here to stay but could still be in their infancy in terms of potential marketing power for industrial marketers.

– S. Norton

*Source: Statista

For more information on developing apps that will improve customer relationships with your products, feel free to contact us for a free, no-obligation consultation. Or, simply fill out the short form on our homepage.

Online Market Research and the Customized Marketing Approach

Much has been said – on this blog, in particular – about SEO and the importance of adding fresh content to B-2-B websites to compete with companies with more resources and expensive AdWord campaigns. A two-pronged attack of crafting content to reflect high-volume keywords as well as specific keywords that help broadcast you company’s flagship products and services is essential to carving out precious SERP real estate, especially for small-to-midsize B-2-B marketers.

Equally important to using digital marketing tools to send your message out is using the web to collect prospect information in order to create a more customized marketing approach. This often involves utilizing creative search methods to identify a range of new markets that may be ideal for your company’s products and services. Thinking more abstractly to uncover new applications for your company’s innovations, whether they be in product design or customer service, is a little like trying a new fishing lure: it may take more time to use it right and in just the right way, but it may be the only way to catch something you haven’t caught before.

online market research

Innovation generally follows market research, so mining benefit and message keywords and combining them with some fresh concepts that loosen the context could turn up new companies in new marketplaces. For example, if your company has designed a laboratory product that performs a delicate function faster without sacrificing precision, you may want to consider other ways “lab research, speed and precision” may be important in other delicate applications. Searching “fast and precise lab equipment” or taking it further with “emergency lab processes” an onward down the rabbit hole may lead you to content on competitor websites and online industry trades (both effective sources for search inspiration), but could also highlight clues to niche marketplaces like mobile health services in hurricane-hit regions where speed and precision saves lives. At that point, you’re onto practical emergency healthcare solutions as a general topic and off you go.

Once unique markets are uncovered and prospects identified, it’s time to dig deeply into these worlds and extract as much enlightening information about each company that you can. Counter to the “wide net” or “mud against the wall” methods of converting prospects into customers, spending less time on spamming the globe and more time on vigorously vetting highly qualified leads could yield better results. To do this, you have to be uncommonly thorough. Every piece of information on a company’s website has gone through countless rounds of revisions, and if it made it to a page that company feels it’s important. Read everything and get a sense of the people behind the message. Scour their news sections and learn if they’ve been acquired or have acquired another company. Find them on social media and take a peek at their trade show photos. Absorb their messaging with the understanding that they, too, deliberate well into the night about relatively minor company decisions. Spot their techniques for standing out and then incorporate that information into your communications. It sounds a little like cyberstalking, and perhaps it is, but if your intentions aren’t nefarious your prospects will appreciate the time you took to get to know them.

Doing your homework is essential to connecting with a prospect, but really getting to know them may require a more straightforward approach. Digital surveys about their current interests and experiences will help you avoid retreading old ground and poking old wounds. Also, asking them to point to online products and solutions they find interesting but perhaps limited in some way could lead to mind-blowing win-wins. Some answers are best found together, and prospects that utilize their own research methods could inform your own. Hey, the Internet is a living market research tool and always evolving. Anyone who says they’re an expert is probably falling behind.

It’s tempting to use the Internet like a blaring horn playing your message repeatedly into well known marketplaces, but using it as a tool to quietly research and refine your approach to new business may be a better way to be heard.

– S. Norton

For more information on using online market research to refine your marketing approaches, feel free to contact us for a free, no-obligation consultation. Or, simply fill out the short form on our homepage.


Social Media in Industrial Marketing: Can it Play a Role?

You know the routine: you spend umpteen hours and precious resources developing your company’s website and the time comes to add the social media icons or “bugs”. If you haven’t already been maintaining a social media presence, you hold a meeting to decide which applications might be useful and the usual suspects get bandied about: Facebook, Twitter and LinkedIn. Conversations swirl around their effectiveness in your marketplace and the best ways to build your networks.

Soon, someone mentions that they don’t even use social media and everyone looks at them wondering why they’re even in the meeting until you realize they represent most of your company. “My wife uses it,” you hear from one employee. “My kids made me a page but I don’t even have a picture up,” says another. Your research of other B-2-B websites turns up social media graveyards more often than not – companies that tried to use various platforms in various ways before eventually abandoning the idea altogether. Before long everyone is asking the same question: why are we doing this again?

Anyone who has tried to maintain a social media page for their company at some point begins to feel a sense of absurdity, as if they’re off in a corner talking to themselves. Even if there’s a healthy number of people in your network, over time the lack of responses creates a bigger and bigger echo from the abyss. So, the question remains: is there a role for social media in industrial B-2-B marketing outside of using it because everyone else is and your website may look old-fashioned without those darn bugs?

The answer, unfortunately, is “maybe”. It really depends on the availability of content and one’s ability to identify it and make it engaging. Yes, network building is important and adding a “Follow us on Facebook, LinkedIn, etc.” to your signature blocks can help add people to your page but social algorithms may start cutting your content from their walls if there isn’t enough interaction. A company with a social media presence is also at odds with prospects who already employ those applications for non-business related reasons. Your company message can jar someone who has been staring at memes for an hour, and not in a good way. Making your precious few connections angry is hardly the way forward.

And that means fashioning content to fit their flow. It can be done, especially by focusing on the people inside and outside your organization. Remembering that businesses are essentially made up of people who have real lives and similar problems and interests is a good start. Highlighting employees always gets a look, as eyes are drawn to faces. People are always curious about how others look, or wondering if they know anyone in a photo. If you want to shoot a machine, put someone next to it looking in. Light it well, and maybe even add some filters. You can try cocking the frame off axis, too – anything that makes it more interesting. Also, learn how to use hashtags (#). They will help your content reach beyond your closed network.

It can take practice, but posting to social media can easily become addictive. Before long you’ll be seeing possible posts everywhere you look. Most importantly, social media content can positively affect your site traffic through SEO, so make sure your content is rich with keywords, both in the text that accompanies your photos (they’re a must), and in your “About” descriptions. Those paragraphs that describe your company become your meta descriptions on SERPs. Also, adding links back to your website in your posts can boost visits when site content has grown a little stale. It’s quick way to make up the difference until you can address your site properly.

The final word on social media and B-2-B marketing is that it requires serious attention to be effective. Like all things, what you put in is usually what you get out. Treat your pages as vital extensions of your marketing mix and they may become real weapons in your arsenal.

– S. Norton

For more information on developing an effective social media program, feel free to contact us for a free, no-obligation consultation. Or, simply fill out the short form on our homepage.


Maximization Through Customization: Getting the Most Out of Your Digital Marketing Budget

I’ve always disliked long titles to articles and blog posts. They tend to lack creativity and fail to engage. Odds are most will skip over this entry when they receive it in their inbox. Who has the time to read a long thing before reading an even longer thing? Yet despite knowing long titles are problematic, there’s a twelve-word title at the head of this post because it says all the things I feel are important. In essence, I’ve shoved a bunch of stuff into a single title and in doing so risked getting my message to you.

I say we fix it. Let’s try:

Maximization Through Customization: Getting the Most Out of Your Marketing Budget

We dropped a word, which is a okay, but now it doesn’t really mean the same thing. We need the term “digital” because those are the primary activities we’ll be covering. Let’s try again:

Maximization Through Customization: Optimizing Your Digital Marketing Budget

We dropped three more words! Oh, but we added another big word with a “z”. Too many concepts to inhale at once? Will all those z’s put people to sleep? One more time:

Optimizing Your Digital Marketing Budget Through Customization

We dropped another word and now we’re down to seven. Things are going pretty well in that regard. Only, it feels a little drab and the word “customization” is a lot of concept that feels like it’s weighing down the tail. Shorter isn’t always better if the end result is boring half your audience and overwhelming the other half. Last time:

Optimizing Your Digital Marketing Budget

Five words, message simplified, rolls off the tongue. Is it perfect? In my view, it lacks a smile, one of the core concepts, and incorporates a well-worn buzzword – optimization – that in a fresh context could obfuscate the digital landscape. What I’ll need to do is highlight how that word ties into the concept of customization and how it’s become so vital to our digital marketing activities that it should be written on stickies all over the office. Better yet, if I can present an example by optimizing the word power in the title of the blog post, maybe I can even better illustrate my point.


If digital marketing – particularly in the industrial and manufacturing marketplaces – is still a mistrusted term it’s because too few B-2-B companies are carefully customizing their approach and content to suit their markets. The efficacy of sweeping programs that cast wide nets is difficult to track and often miss their mark. Also, sending the same message in the same way over every platform doesn’t always work. Putting a few tightly-scheduled dollars into the right social media platforms to cover trade shows and other, mostly anecdotal content makes sense. Yet, the same doesn’t work with Google AdWords campaigns where more direct approaches are necessary to match the right searches.

Investing in a measured mix of digital programs requires the ability to more meticulously utilize one’s marketing resources. Agency pricing that locks you into a broad range of activities over a set period of time might yield some results in the short term but the waste will drain your company’s potential for growth. An agency that understands these dangers will price their services in small, adjustable increments with no minimums, and clearly allocate a percentage of your budget for trial and error which will help eliminate ROI panic as long as spending equals learning. 

Most importantly, optimizing your budget requires a marketing partner who will get in the trenches with you, learn your markets and help you devise the right tactics to reach them. They’ll share the risk and stand by your side by cutting waste and leaving only the leanest muscle to pull the weight. In short, like a good fund manager, a good marketing partner watches every penny and only succeeds when you do.

– S. Norton

For more information on developing an efficient mix of digital marketing programs, feel free to contact us for a free, no-obligation consultation. Or, simply fill out the short form on our homepage.

B2B Distributor Partnerships: Doubling Your Marketing Power

A few posts ago we discussed organic search optimization and its importance for getting found when not throwing huge amounts of resources at Google AdWord campaigns. To briefly recap, staying “Google relevant” means websites must be regularly updated with useful, keyword-rich content so that search engine crawlers rank them high enough to be seen. At that point, an engaging meta description should entice users to click, introducing them into the sales cycle and sending “traffic juice” to the website’s organic search metrics. The more traffic you get, the more Google thinks you’re cool and the better your rankings will be.

However, from time to time, companies in the B2B landscape who manufacturer products that get resold find themselves competing with their distributors for Search Engine Results Page (SERP) real estate. Does it matter if customers find you through your website first? Good question. If your website primarily exists to redirect users to your distributor, it does appear to be a logical trade-off.

But there are reasons why you might want customers and prospects to stop by your website before visiting your distributor. For one, you want them to shop with your messaging in mind as it may help close the sale. Secondly, website traffic that correlates with sales efforts provides valuable feedback that can help determine the efficacy of those efforts. Most of all, you want to continue to build brand recognition so that a competitor’s brand doesn’t begin to lodge into your customer’s memory banks. Also, a great deal of searching in the high-tech and industrial marketplaces involve “brand searches”. Once you’ve got them looking for you by name they’re hooked, so keeping your brand prominent in the marketplace is vital for market maintenance and growth.

Now that we’ve answered that question, let’s take another look at the original problem: how does a company compete with its distributor for SERP rankings? The solution exists all around us in the B2C world. Brand partnerships are nothing new, and often accompany non-profit awareness ventures, but how many products can you think of off the top of your head that are sold by prominently featuring their reseller in their messaging? It could be a commercial for a brand of shoes that includes the name of a regional mall, or any advertisement that uses the terms “available at” and “participating retailers” in their copy. In other words, we’re conditioned to think of products in terms of where we can find them, and online shoppers are the same. Huge e-commerce sites like Amazon dominate organic search keyword rankings for a reason. Much like industrial product distributors, their website has loads of content related to your customer’s search terms – more than could ever be matched by the average company’s resources and capabilities. In fact, users now go to Amazon and begin their search there but they do so for a very important reason: they know what they want because of successful branding methods.

Putting together a “channel incentive” program, or partnering with your reseller through carefully coordinated marketing initiatives, could be an effective way to improve sales for you and your distributor. It can be a tricky proposition, as traditional marketing thinking involving brand dominance and continuity still informs most B2B marketing decisions, but it’s not unheard of to sell the two at once. Many sales meetings and seminars attempt to boost partnership morale with co-headlining video presentations and fancy swag that have been carefully designed with painful precision – only to be discarded after a single use. The point is, it doesn’t have to stop there. Developing goal-oriented digital marketing programs that focus on combined sales incentives are easily spread out and tested. For example, a single Pay-Per-Click (PPC) ad that unites messaging and brand recognition can send users to a landing page that promotes both entities. What’s more, combining marketing budgets means sharing the risk, and could allow for higher AdWord bids and better positioning.

Think about it: if your brand becomes virtually synonymous with your reseller’s brand to a carefully targeted sector of the marketplace, you’ve doubled your marketing power for that sector. And with the right blend of goals and communication, a B2B partnership program that starts small could lead to much bigger things.

– S. Norton

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