Equipment Dealers Slow to Adopt Inbound Marketing Best Practices

The data is in and the results should be a wake-up call for construction equipment dealers. After analyzing more than 400 construction equipment dealer marketing practices using HubSpot’s Marketing Grader, 87% of AED member companies scored less than 50 on a scale from 1-100. Just 1% scored from 75 to 100.

Here are the biggest areas of concern:

1) Few dealers have blogs or blog regularly.

2) Website pages don’t have unique page titles and descriptions.

3) Few dealer websites are viewable on mobile devices.

4) Few firms have really embraced sharing their content online through social media.

5) Communication on social networks is largely one-way.

The bright spot is that there is tremendous opportunity for dealers who want to get in the inbound marketing game and embrace best practices. Here are some great content examples from dealers who have transformed their websites from static brochure sites to hubs of social and commercial activity.

Ring Power Corp Delves into a Product Analysis:

Stand-up Narrow Aisle Reach Trucks vs. Jungheinrich’s Side-Seated—December, 2011

Birkey Puts the Spotlight on a Customer:

Dean Drainage LLC

Empire Cat Focuses on Machine Maintenance:

Undercarriage Wear Varies Between Excavators and Dozers

A complete analysis will appear in the July 2012 issue of Construction Equipment Distribution. Subscribers to our blog can receive a complete list of scores for all dealers, upon request.

Website Copywriting Services Rescue Overworked B2B Marketing Managers

Your boss expects you to do everything: manage social media, write advertising copy and blog posts, put together the email newsletter, get a press release out, and help write proposals. Last but not least on your list is writing new copy for the website.

It’s hard. Between meetings, emails and pressing deadlines, website copy can get pushed to the bottom of your to-do list. It’s no surprise. Copywriting requires concentration and uninterrupted time. You need time to research, formulate thoughts, write, edit and refine. You know the copy needs to be optimized for the web. That means delving into hundreds of potential keywords before you can even get started.

Should you hire a website copywriting service? Maybe you are afraid it would be more trouble than it’s worth. Perhaps you had a bad experience once. Maybe you don’t know anyone. It takes work to find someone. Maybe you are afraid of what your boss will think? Or afraid to admit you don’t know everything there is to know about website copywriting? So you keep on doing what you’re doing … putting out fires while your website stays stuck in the past.

The importance of search to B2B marketers can’t be overestimated. According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” Your website copy is simply too important to not hire a professional website copywriting service. Things have probably changed considerably since the last time you revised the copy for your website. Competition has increased and marketers are getting more aggressive with their online initiatives.

Some website copywriters will churn out copy without a comprehensive plan for using keywords. If that’s what’s proposed, run the other way, unless you are willing to do it yourself. Selection of keywords requires a focused effort and a writer who understand its importance.

Hiring a Website Copywriter Doesn’t Mean Losing Control
Sometimes I think marketing managers worry about the consequences of letting go of something they used to do themselves. But I believe freeing yourself of the website copywriting responsibility produces better results. Instead of jumping in to write the copy, take time to focus on website objectives, content strategy and tone. Work hand-in-hand with the writer to brainstorm ideas, without having to be burdened with the details. And finally, continue to exercise control and accept accolades for a usable website that gets results.

Take small steps. Consider starting with an optimized press release, then move on to a single website page. Be clear about your objectives and deadlines. The right writer will come to your rescue by delivering great copy when you need it. Find the right website copywriting service and you become the hero.

How a B2B Content Writer Can Keep Your Company from Being a Web Wallflower

I continue to be astounded by the number of shy B2B companies – I call them web wallflowers. Their customers love them; their employees amaze everyone; and yet their stories remain hidden except to people in-the-know. Ironically, these are often the same companies that were built through a strong referral network. They fall into the trap of believing that there are no new customers to be found on the web; and that their website is just for people who already know them. They haven’t ever really put themselves out there online.

“We like to keep a low profile,” said one company I was trying to interview for an article. “We don’t like to brag,” said another B2B company, as I began to write their website copy.

It’s not that I am in favor of bragging, but how about sharing just a little of what you know with the world? At any point in time there are hundreds of potential customer searching for answers to the problems your business knows how to solve. A strong social presence lets your company’s expertise shine in a way that is helpful, not boastful.

Sure signs that your online presence lacks confidence and social savvy

1) There isn’t a real person to be found on your site.

There are no names, and even fewer faces on your website. Your company spends thousands of dollars on trade shows and networking events to meet buyers face-to-face, but when buyers actually come to your website, they can’t find anyone they know or trust.

2) You make it really hard to start a conversation.

There is no place for people to comment or connect with you, except perhaps through an awkward and cumbersome online form. Do you know how frustrating this is? It appears requests go to a black hole, and they often do.

3) Your social connections are somewhat limited.

Perhaps not in real life, but from what people see online, your company and employees look like wallflowers. Do you have a company page on Facebook or LinkedIn, but it hasn’t been updated in months. Do you think the time to open a LinkedIn account is when you are job hunting? Whether you embrace social media or not, the fact of the matter is that people are now forming opinions about your business based on what they see and read about you online. Are you sending the right message to prospective customers, potential employees and investors?

4) You don’t share your knowledge.

As a customer or prospect, I don’t just want to know about the products and services you offer, I want to know about your success stories and how you solve problems like mine. Showing how you solve problems let’s buyers get to know you and reassures them that you’ll do a good job.

5) You measure social media purely by the numbers.

Social media success is as much about quality as it is quantity. It’s not just about having the most tweets or the greatest number fans and followers but also about the quality of the interaction. Be sincerely interested and responsive when people reach out to you online.

So what can a B2B content writer do to get the wallflower to enjoy the dance? Plenty. A content writer can instill personality into your site through interviews with real people — customers, employees and management. These can be incorporated into blog posts, testimonials and case studies. A content writer can teach you how to pose questions to solicit response; create events and activities that are share-worthy; and grow your online social networks. In social media and on websites, content writers are conversation starters.

A B2B content writer can also suggest ways to make your site more interactive, such as through a blog, a contest or even a simplified form. A B2B content writer will organize information so visitors are never overwhelmed. They can easily find the information they need.

Many people and businesses aren’t comfortable talking or writing about themselves. But ask them a question and they will have no trouble providing you with a great answer. See what happens when you let a professional writer ask the questions.

Content Pays Homage to Craft & Materials

I read this quote in a furniture catalogue by woodworker George Nakashima: “Ultimately the woodworker’s responsibility is to the tree itself, which has been sacrificed to live again in the woodworker’s hands.” I wanted to know more about Nakashima’s work so went to his website where I learned about him, his family and their act of product creation. There are many lessons on this site that go beyond woodworking. The content engages the visitor by paying homage to the man, materials and craftsmanship. It integrates art, story and e-commerce.

Be Visually Unique & Unexpected

The first thing I notice is how strong the images are of materials, people, sketches, and environments. Like the products produced, the images are unique and telling. I am surprised and pleased to see this unexpected image when I click on Custom Designs.

Tell a Story

On the About Us page is this stated philosophy toward the kind of work they do: “In a world where manual skills are shunned we believe in them, not only in the act of producing a better product, but in the sheer joy of doing or becoming. We feel that pride in craftsmanship, of doing as perfect a job as possible.”

Nakashima’s bio tells the story of a Japanese American born in Spokane, Washington who traveled throughout the world. In 1942 he was sent to the internment camps in Minidoka, Idaho. He moved on to win awards from prestigious organizations including the American Institute of Architects and held shows that inspired generations of architects and designers. He died in 1990.

Position the Product

Nakashima’s book The Soul of a Tree can be purchased on the site. The furniture, inventory, and custom designs are available too and managed by his daughter, Mira. A separate page introduces each facet of the business. The Inventory and Furniture pages look like a catalogue clearly indicating this is e-commerce. The other pages position products as art pieces and “installations”.

Share the Process

Under the Custom Designs menu, processes and finishes are described. How to Set Up an Appointment orients the visitor on working with the company including the sharing of ideas, selection, production and delivery of products.

Invite Visitors to be Part of the Mission

Nakashima’s Foundation of Peace began with his wish to build “Altars of Peace” in each of the seven continents. Three have been completed. Donations are being collected through the Nakashima Foundation for a fourth to be located in South Africa.

The content on this website engages visitors. Better yet, it inspires.

Should You Talk Price on Your Website? Absolutely.

A lot of businesses shy away from talking about pricing on their website. Classic sales trainers claim you should never talk price until the customer has confirmed they need your services. Other businesses say their quotes are based on too many different project variables. Some companies fear being perceived as too “high end” while other businesses fear that their prices will be undercut by the competition. The result is that a lot of websites simply ignore pricing.

Yet cost is probably one of the most common questions potential B2B customers have about the products and services you offer. People want to know what a product or service will cost. This is especially true for products and services that buyers have never purchased before. Cost is likely to be one of the key drivers of traffic on your website. You can confirm it if you drill down into your analytics and look at the keyword searches that include the word “cost”. On our site, What Should I Pay a Content Writer, is one of our most popular posts.

Now I understand why you may not be able to publish a specific price for a product or service. Your customers understand it too. But instead of ignoring the elephant in the room, focus on what you can tell them about your pricing. Provide useful information related to pricing that will drive highly qualified traffic to your site.

Five Ways to Talk About Price without Giving a Price

1) Describe the variables that determine the price.

For example, a tuckpointing business could say that the price is based on the square footage of the building as well as the current condition of the building. Pictures could help buyers recognize the characteristics of a building in good condition, vs. one in poor condition.

2) Provide a price range.

Often customers just want a number they can use for budgeting purposes. Providing a price range based on a typical scenario can be an effective solution. Explain what qualifies as typical. For example, a graphic designer might charge a rate per page for a brochure that includes two rounds of revisions. Buyers will understand that if you have four rounds of revisions, or additional pages, you can expect to pay more.

3) Write an article or blog post about how to save money on your services.

What clients don’t want to know how to save money? Allegra Print & Imaging in Rolling Meadows provides some great tips on how to save on postage and printing on their blog.

You could also do the opposite and write about the mistakes that cost your clients money.

4) Provide an hourly rate for various types of services, as well as a ballpark rate for typical assignments.

For example, we charge a rate of $100 per hour for writing press releases. A typical press release takes about 1-2 hours to produce.

5) Provide pricing options.

If your products and services involve a lot of different options or services, consider developing packages designed to meet the needs of clients with a wide range of budgets. For example, a recent inbound marketing proposal we developed for a fashion-oriented direct selling business, included “couture,” “designer,” and “ready-to-wear” packages.

If you really don’t know how much it will cost until you look under the hood, inspect the jobsite, etc, come up with a price for completing the diagnostics and publish that online. From there, buyers can make the decision whether to move forward based on your actual quote.

In addition to increasing your website traffic, there is yet another advantage to providing pricing information online. You don’t spend time with prospects who cannot afford your products and services. Instead, your sales funnel is full of qualified leads that are easier to convert.

How have you addressed pricing on your website?