Are you responsible for your manufacturing company’s website?

The internet is central to your industrial/manufacturing marketing. However, a majority of manufacturing companies don't think their websites are the strategic marketing resources they should be. This white paper discusses the latest trends, challenges and practical advice on how to approach aligning industrial/manufacturing marketing efforts in an interactive world.

The Business Challenge
Do you know where your prospects are? Ten years ago, they were attending trade shows, reading trade magazines, reviewing product catalogs, and even reading their mail. Some of them are still there today of course, but the overwhelming majority of them – more than 90% – are looking for products and taking the first steps in the buying process online.

They are searching for products online, reading about products online, and downloading product literature and technical illustrations. In some cases, they are asking questions online – filling out forms and even chatting with customer reps in interactive forums. And some of them are even taking steps to design their own products – making drawings and completing “configurators” that allow them to specify their needs in detail. ...

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"Aligning Your Industrial/Manufacturing Internet Marketing with Your Business Plan"

Offered Free by: ThomasNet
ThomasNet helps industrial businesses grow.

What You Can Do Today: Tactics
Understanding what your buyers want from you is key to everything you do on your website. Here are some ways to find out your buyers’ needs:

Would your prospective buyers learn everything they need to from your website? Would navigation on the website help them probe for more information? Would they leave frustrated? Perform this kind of invaluable analysis and document it.
Survey your customers, even if it’s informally via sales reps and customer service reps, about their needs and expectations for your website.
Do prospects typically request specification sheets? Make them available online.
Would prospects reach a buying decision faster if they had CAD drawings of your products?
Give them a mechanism for downloading the drawings.
Look at your website and imagine it as an online salesperson who can answer the immediate questions that a buyer formerly called you about.

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