Madison Marketing Group Blog

Ending a relationship with an agency can be disruptive and emotionally draining, and if you’re not careful, could land you in an unfavorable position. Fortunately, there are measures you can take to protect your business, end things gracefully, and stay on the high road.

Many companies have been there: You’ve been working with an agency for a few months, or even years. The agency can’t provide quantitative results from their work, doesn’t tell you what they’re doing, or constantly ignores calls and emails.

Finding the right partner for your B2B company website build or redesign project can be tricky and leave you trying to sift the wheat from the chaff at each stage of the research process.

In this post, we’ll address need-to-knows from where to look for a great provider to narrowing down your list of prospective partners, to finding a great fit.

If you’re building a new, modern website for your manufacturing company or refreshing an existing one, you have a golden opportunity to capitalize on the benefits of Search Engine Optimization (SEO). SEO involves a broad set of strategies used to make websites more visible in search engine results pages.

But for many manufacturers, the main value of well-executed SEO is that an improved website can be used to better generate leads. From there, if you want to try other digital marketing tactics, like pay-per-click search ads (PPC) or content creation, you will have a steady foundation to build upon.

In 2023, your manufacturing company’s website can be a primary channel through which prospects find your solutions.

According to Matt Danford of Modern Machine Shop, manufacturers with a higher number of customers that are actively under contract—not surprisingly—earn more revenue.

When you search for a local business like yours on Google, what’s the first thing that comes up?

Over the last few years, B2B video marketing has steadily grown in popularity. In its 2021 Video Benchmark Report, the business video platform Vidyard reported a 135% increase in overall video creation between 2019 and 2020 based on its own survey data.

The continued rise in video adoption raises all kinds of questions for marketers who are somewhat daunted by video, yet intrigued by its possibilities:

• How important is video marketing for B2Bs, and is it an effective strategy?
• What are examples of amazing B2B videos?
• How do I get started with video marketing?
• Where does it fit in?

And countless more.

Here, we attempt to answer these questions, and a few more, to help you figure out whether video offers opportunities for your business, and how you can get started if it does.

When a business sets out to use SEO (search engine optimization) for the first time, it often  runs into an immediate problem: how to pick the right keywords to pursue.

Teams know they need keyword targets, but how do they determine which ones are the best for each of their pages?

In this article, we lay out a process for determining the type of keywords that can attract high-value, qualified prospects to your web pages.

TABLE OF CONTENTS

• What are keywords?
• Keyword Research Basics
• What makes a great B2B keyword?
• Adding keywords to your web page
• Capitalizing on keywords you already rank for
• Conclusion

What are keywords?

Keywords are words and phrases that people use to search for things in a search engine.

When someone wants to answer a question or find a product, service, business, or website, they type a query into the search bar, like “accounting services madison wi,” then hit enter.

It’s safe to say that lead generation is a top priority (and challenge) for most marketers this year.

Recent HubSpot reporting reveals that 61% of marketers rank lead generation as their number one challenge.

The same report also finds that the company website is still the most-used marketing channel for lead generation and roughly 55% of marketers consider search engine optimization (SEO) either “very important” or “extremely important” to their overall marketing strategy.

Consider that:

• 70% of B2B buyers already know what they need before contacting a sales representative
• 74% of B2B buyers report researching at least half of their work purchases online

Marketers, like everyone, were blindsided by the pandemic. New research from LinkedIn suggests that B2Bs in particular were more likely than B2Cs to have had their marketing budgets reduced while simultaneously facing more pressure to invest in short-term tactical marketing.

Throughout the pandemic, businesses confined to a mostly online existence funneled more resources into their web presence to keep marketing momentum going. B2Bs accustomed to spending thousands on trade shows, conferences, and other in-person channels have shifted that spend to online channels to keep pipelines full.