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Selecting an industrial marketing web site developerMarketing requirements - creating a successful industrial marketing web siteOkay, we've covered many of the areas that a top-notch web developer should be able to handle to create a well working and attractive website. However, if business owners or manufacturers want their web sites to get high-quality search engine traffic and drive business opportunities to them, them should engage an industrial marketing web site developer who can provide input and value in marketing and not just technical assistance services.
Target market identificationAn industrial marketing web site developer will help you to define and focus on the types of businesses that can successfully purchase your products and/or services. They will define your current customer by four, or preferably, six-digit SIC codes, and NAICS codes. They will determine which codes define which market segments, and which segments offer the best opportunities for your products or services. Has your developer had success working with defining codes? They should also be able to determine the concentration of companies defined by target codes that operate in geographic areas you can serve or want to target to prioritize those activities.
Defining market needsOnce your customers are defined and target company codes selected, a good industrial marketing web site developer will interview a selection of customers and target companies to determine the critical needs of your marketplace, such as quality requirements, delivery needs, tolerances, materials, and other product requirements. They should be able to also determine what qualification process is required of new potential vendors, how they identify new vendors, and why they use the sources they use for identification. They also need to define the major needs of market end-users. Can your web developer obtain needed field market research data upon which to build your site?
Defining benefitsOnce an industrial marketing web site developer understands your customers and target companies' market needs, they should create a list of the true benefits your business offers to its customers. Companies buy for what's in it for them, not because you have a slick looking web site or brochure. Be sure your developer can distinguish between features and benefits. Features are distinctive or characteristic parts of a product or service that gain attention. They are usually generic. Benefits are anything advantageous or for the good of a customer. Benefits save time, save money, increase sales, increase profitability, improve comfort, reduce expenses, and reduce risk. Customers and potential customers are interested in how your product or service can benefit their company.
Developing value-added materialsValue-added materials are an important part of a web site's ability to drive focused traffic to your web site. Traffic is important for search engine traffic, but traffic focused from your target market segments is more important for developing new sales opportunities. Value-added web site materials could include:
If you have contracted with a good industrial marketing web site developer, your worries are over. Except, that's not really the case. If the owner of a manufacturing facility is not intimately tied into the development of their site, they are making a big mistake.
Other requirementsSite owner responsibilitiesOnce you've found the ideal web developer, you need to look in the mirror and ask yourself how much effort you, and your organization, are willing to provide to ensure the success of your site. You must determine the goals of your site. You must define your target audience. You must allow a reasonable time frame from concept to site launch. And, as the site is being developed, you must provide the time and information needed by the developer you selected. If you apply these web developer selection criteria and provide the time and assistance required, you can develop an industrial web site that will drive highly qualified leads that will result in sales to your business. Previous: << Online marketing requirements Related industrial marketing tips
If you would like more information about how professional industrial web site development services can help your company achieve your sales goals, please call us at 630-941-1100, use our contact form or email us at info@kochgroup.com.
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