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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

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Is Your Manufacturing Website Answering These 5 Important Questions?

Inbound Marketing
May 2, 2017

In today’s business landscape, manufacturing websites are no longer just digital real estate to get found, but a lead generating and converting weapon for marketing and sales.

Because the nature of manufacturing marketing has changed into a more user-driven transaction with the abundance of options for research online, manufacturers must ensure that their website answers five essential questions.

1. Who are you?

Are users able to easily understand who you are upon visiting your website? If not, you’re making a vital mistake. Information that conveys who you are should be easily communicated on your site. While it’s a must for this information to appear on your homepage most especially, your website in its entirety should clearly define the answers to this question.

Specifically, your website must be able to provide key pieces of information that tell your visitors who you are and why they should trust you, such as:

 
  • What is your value proposition?
    What makes you an attractive option for your prospects? Convey what your business brings to the table.
  • What makes you different?
    Think about what sets you apart from your competitors. This message should be clear, concise, strong, and poignant. You can support this messaging by placing social proof items such as awards and accolades, or client testimonials. Case studies are also a great way of showcasing your edge.
  • What is your brand messaging?
    This particular question can be answered in many ways other than writing the answer on your website. Your brand colors, your website design, your tagline, the language and tone you choose, the images on your website, etc. —all of these pieces ultimately communicate your brand messaging.

2. What are you offering?

Your products and service offerings must be clearly communicated on your website. After all, your website is more than just a static place to put directory-like information about your company — its a powerful inbound marketing and sales machine if built strategically. Simply put, you’re missing out on a grand opportunity to turn your website visitors into leads or leads into clients if your website does not contain clear information on what exactly you’re selling.

New Call-to-action

When it comes to placing your products and service offerings on your website, you must think about user experience. Think about the following:

 
  • Are your product or service listings organized to make sense for your target audience?
  • Do they contain important information such as specs or pricing to help your website visitors assess them?
  • Do you have high-quality images to help convey the right information?
  • Do you have strategically placed relevant inbound marketing content offerings to help capture your visitors’ information and help funnel them down the buyer’s journey with lead nurturing?
  • Are they current?
  • Can they easily be read and understood on desktop and mobile devices?

3. Who buys from you?

Your website visitors should be able to self-identify and clearly tell what type of organizations buy from you. To convey this properly, create your messaging around the pain points and triggers of your buyer personas. Speak in a language that resonates with these personas, explain what benefits these personas experience with the help of your products or services. And lastly, if you can provide video testimonials from your real clients in these persona classifications, the better.

4. Are you knowledgeable in this industry?

Answering this question on your website doesn’t mean blatantly claiming that you are indeed an expert and flooding your site will tactless self-promotional and sales-y language. Instead, to assert your knowledge in the industry you must share your expertise by creating valuable content around it. Blogging, publishing ebooks, guides, video testimonials, and other informative and truly valuable resources for your audience will establish your expertise in your industry.

5. How can I reach out or make a purchase?

Because your inbound marketing website isn’t just your rolodex, but your marketing tool as well, it must ultimately be designed to capture leads and convert them into clients. To do so, your website must be designed with a clear path to doing just that. It must contain tools and information that enables visitors to reach out or make a purchase. As with all things in your website, the simpler you can make it for your audience the better the user experience and likelihood of using these tools to reach out and buy.

Building your manufacturing website strategically around these questions will help you generate leads with ease and attract more of them easily. 

If your site is not answering these questions just yet, it may be time for you to consider re-strategizing or recreating your website if you don’t want to get outpaced by your competitors.

Information that conveys who you are should be easily communicated on your site.
Your website visitors should be able to self-identify and clearly tell what type of organizations buy from you

Inbound Marketing

July 21, 2017 Austin from Houston works with Adhere’s manufacturing and industrial clients. He believes that by truly partnering with and learning every aspect of his clients business he can help them drive exponentially increasing revenue. With the aid of the Adhere team, he accomplishes this by harnessing the power of the internet utilizing Inbound Marketing techniques. See All articles
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