Website Redesigns For Manufacturers
If you are considering a website redesign, it may feel overwhelming at first. However, some careful planning will ensure that your new and improved site provides optimum user experience and increased sales or lead generation.
Set the Bar
Before you begin your redesign, make sure to get a good idea of how your metrics are performing. Using a tool like Google analytics, analyze historical data like the number of visits to the website, amount of time spent on the website, form submissions and goal conversions, bounce rate, keyword rankings, and domain authority. If you do not have anything setup to measure metrics, make sure to do so immediately. Measuring the performance of your website, especially when transitioning to a new website, is crucial to your marketing efforts.
Define Your Audience and Goals
It is important to determine what your goals are as a manufacturing company and how your website will help to accomplish these goals. Perhaps you want ...
Posted in: General, Web Development by Seth Clayton on October 7, 2019
Return of Marketing Leader Brings Huge Upside
Mama, I’m comin’ home! (Sorry for the Ozzy Osbourne reference, we couldn’t help ourselves). Director of Sales and Marketing, Evan Facinger, has returned to Foremost Media at a time when the future couldn’t be brighter.
Facinger was a key piece of the Foremost Media team for over four years before founding his own consulting firm. However, the exciting direction of the business and the chance to work with an expanded team was an alluring sell.
Facinger, a forward-thinking marketing leader and speaker, brings over 10 years of industry experience. His return to the team is a huge value-add for clients looking to beef up their digital marketing strategies, including industry leading Amazon marketing services.
“It’s rare to find such a talented group of marketers, developers and project managers under one roof. I am looking forward to working with everybody again,” said Facinger.
Evan Facinger will be speaking at PubCon Pro Las Vegas 2019, October 8-10. If you plan ...
Posted in: News by Foremost Marketing on September 30, 2019
That Robocall From Google Is Not Google
Have you received an automated robocall that sounds something like:
“Hi, this is Julie, your local Google Specialist. Your business listing is about to expire … “
I’m not sure what “Julie” says next because I hang up and so should you. These calls are scams to claim or protect your free business listing (and rip you off in the meantime). The operators will claim they are Google representatives. Simply put, Google does not cold call about business listings. In fact, Google doesn’t call you at all unless you request them to.
Anyone can claim their free Google My Business listing. It’s not rocket science.
Robocalls Are Illegal (Mostly)
According to the FTC:
A robocall trying to sell you something is illegal unless a company has your written permission to call you that way. To get your permission, the company has to be clear it’s asking to call you with robocalls and it can’t make you agree to the calls ...
Posted in: Local SEO, Reputation Management, Search Engine Optimization by Noah Lamson on August 6, 2019
Is Bad Photography Hurting Your Business?
In terms of the web, content is still king and a large majority of that content is visual. So when it comes to images, I am surprised to hear more often than not - “just use what’s on our current website.” or “I’ll snap some photos with my phone.” In terms of redesigning your website and online presence, reusing what has already proven to be unsuccessful would leave us at a disadvantage. As for snapping some images with your phone, that can work with proper lighting, composition and professional editing, but those cases are very rare. There is a reason you see those tasty burgers in magazines or online and seem to get hungry instantly. Snapping a photo of that burger on a cell phone for your instagram page just doesn’t look as good though, does it?
It has been said that visual information is processed by the human brain 60,000 times faster than text ...
Posted in: Online Advertising, Web Development by Adam Zellmer on July 10, 2019
Getting The Attention Of The Industrial Buyer
What you need on your website to help them make a buying decision
Industrial buyers are interested in establishing a relationship with a vendor- with your company – and the information you have on your website is the key to helping them make that decision. Their time is valuable and whatever you can do on your website to help them make that decision efficiently is, well, good business practices. Foremost Media can help make sure your website brings the important information to the prospective buyer, efficiently and in a manner that will also make sure your website stays in the top search engine rankings.
Valuable Website Information
Take a look at your website and consider the following recommendations to make it more attractive to a potential buyer. These are listed in no particular order of importance because they all are important!
Associations – Highlight your membership in trade associations. They show you keep up ...
Posted in: Inbound Marketing, Manufacturing Marketing, Search Engine Optimization, Web Development by Foremost Marketing on July 8, 2019
Website Request For Proposal Process
Get through the hassles and headaches of finding a web developer by having a well thought-out Request For Proposal or RFP. If you haven’t been through the process before, this article should get your wheels spinning on how to begin.
“We need a new website!”
So, the boss just asked you to head up the project for a new website. Super! Depending on your business’ market, it’s going to be time consuming. Hiring the best web design and development company isn’t as easy as searching Google for “best website designer”. It’s important to understand who you are investing time and money with. A web design company worth their salt will know how to respond to a Request For Proposal (RFP).
Start With The RFP Process
Starting out a new web development project using the RFP process sets the ball rolling for success. An RFP helps your organization evaluate your actual needs, timeline and budget you have to allocate. ...
Posted in: General, Web Development by Noah Lamson on July 1, 2019
Your site is not ranking like it should on Google? Here's why...
Have you ever gone to Google and typed in a keyword that your business should be ranking for but your site is nowhere to be found? Don’t worry, you’re not alone. Many businesses spend a lot of time and money building an amazing looking website but don’t give much thought to getting traffic to that site. If you could use some help fixing your rankings, keep reading as we walk you through 10 things you can do to rank higher in search results:
Does Google know you exist? If your website is new, it can take time for Google to find and index it. To help speed up this process, it’s important to let Google know you exist. Register your site with Google Search Console and submit your sitemap so Google can easily find all the pages in your website.
Posted in: Online Advertising, Search Engine Optimization by Jon Ballard on June 24, 2019
What is a conversion worth?
When working with clients, I often ask - "what is a conversion worth to you?" The response I get is typically "We don't know." You are probably asking yourself why this is important.
First, let's start by defining a conversion. A conversion is an important action that a user takes on your website, such as downloading a pdf, filling out a contact form or clicking on a phone number or email address to get in touch with a business. These are very important metrics to track. Let's use a "Request for Quote" form as an example. To begin measuring how much a conversion is worth, you need to know the following variables:
How many Request for Quote forms are filled out over the course of a year?
How many of those Request for Quote forms end up as sales?
What was the average dollar amount for each of those sales?
Total Sales from Request a Quote?
How much profit from ...
Posted in: Conversion Rate Optimization, Inbound Marketing, Online Advertising, Search Engine Optimization by John Anderson on June 4, 2019
Best Practices for Manufacturing Websites
Your company’s website acts as an online storefront. It’s your chance to make a great first impression with potential new customers. Having a great website can be the difference between a growing business and spinning your wheels. Our recent post, Five Pillars of an Effective Digital Marketing Campaign for Manufacturers, introduced you to the five most important elements of growing a manufacturing business online. The first, and probably most important, is a mobile-friendly, responsive website.
Today’s buying process is complex, even in the B2B marketplace. Buyers, product developers, engineers, and even marketing staff may have input in the buying process. Designing a manufacturing website that informs and appeals to a range of backgrounds is imperative in 2019 and beyond. Prospective customers are looking for a website that performs well, is easy to navigate, and is loaded with helpful information presented in an easy to digest manner.
Your Website Beyond Web Design
Website performance is vital to getting a ...
Posted in: General, Online Advertising, Search Engine Optimization, Web Development by Jon Ballard on May 7, 2019
5 Pillars of an effective digital marketing campaign for manufacturers
It’s no secret that building a digital marketing campaign for manufacturers or B2B companies is different than marketing for consumer goods. We often hear from clients that say their product isn’t “sexy” or doesn’t translate well to common marketing practices. Many of the same tactics used in B2C marketing are effective for B2B businesses, they just need to be tweaked. A B2B company is still selling to a person or group of people. In the next few weeks we’ll go into more detail on each of these points, but this five pillar plan for finding those people and helping them make a decision to buy from your company is a good start to an effective digital marketing campaign.
MOBILE FRIENDLY, RESPONSIVE WEBSITE
People are becoming more and more dependent on their smartphones. We’re not just talking about checking Facebook. In a 2017 survey by Boston Consulting Group, 60% of B2B buyers said mobile played a significant role in their purchasing ...
Posted in: Conversion Rate Optimization, Manufacturing Marketing, Marketing Automation, Online Advertising, Search Engine Optimization by Jon Ballard on May 7, 2019
What is remarketing and how does it work?
Have you ever been to the Home Depot website to look at a lawn mower and then realized that every ad you see on the internet is about Home Depot and their fine selection of lawn mowers? That’s not a coincidence, it’s remarketing.
Remarketing allows companies to follow you around the web with ads based on your behavior, in hopes that you will come back to their site and complete a purchase or request a quote.
Milwaukee Journal Website with Remarketed Home Depot Advertisement
Google and Bing both have robust remarketing programs, as does Facebook and LinkedIn. Remarketing is also commonly called “retargeting” depending on the platform but is basically the same thing. Each platform requires you to add a tracking code to your website, called a tag or a pixel, to identify what visitors are looking at. It also writes a cookie in their browser that allows you to serve up the ads as your past ...
Posted in: Local SEO, Online Advertising, Search Engine Optimization, Social Media by Jon Ballard on April 26, 2019
Using UTM Parameters to Capture Lead Source
UTM parameters are tags you add to a URL. Marketers use them to be able to track traffic from a wide range of sources such as Facebook, LinkedIn, Twitter, email, display ads, paid ads and more. These specific UTM tags are sent back to Google Analytics and can track stats such as users, sessions, time on site, number of pages, bounce rate, conversions/goals from those campaigns. These metrics help see the effectiveness of the campaigns and which campaigns are driving the most conversions and assisting in the most conversions.
The five UTM parameters that Google Analytics can register are:
Utm_source (google, facebook, linkedin, youtube, pinterest, etc)
Utm_medium (post, pin, cpc etc)
Utm_campaign (name of campaign or specific promotion)
Utm_term (used for text ads to tell you which keyword)
Utm_content (used to differentiate ads)
You might already be using UTM parameters to track your marketing campaigns in Google Analytics, but are you capturing that information when a lead comes into your database ...
Posted in: Conversion Rate Optimization, General, Online Advertising, Search Engine Optimization, Social Media by John Anderson on April 19, 2019
Foremost Media Accepting College Scholarship Applications
Annual award supports U.S. students pursuing a degree in Marketing or Web Development
Janesville, Wis – Foremost Media, Inc., a website design and development company in Janesville, WI, is accepting applications for the Annual Foremost Media Scholarship Award. This new $500 scholarship will be awarded each year to one student pursuing or intending to pursue an undergraduate degree in Marketing or Web Development. High school seniors and current college students are invited to apply online now through May 1st, 2019 at www.foremostmedia.com/scholarship.
The Foremost Media Scholarship is open to high school seniors intending to attend classes at an accredited university, technical or trade school and to students already attending an accredited university, tech or trade school. Students must be pursuing a degree in Marketing or Web Development and must be a U.S. citizen. The scholarship will be awarded Aug 1, 2019.
Like many small businesses, Foremost Media is constantly looking for well-trained employees to fill job openings. ...
Posted in: News by Rose Stricker on April 2, 2019
The Importance of Technical SEO
Technical SEO is vital to the success of your website, and we can’t emphasis that enough. Think of it as the spine of your website; without it, your website is just a bunch of fluff and mush that won’t stand up to a good or even a mediocre search engine. You can build your own website, but if no one visits it, or if they don’t spend enough time on it to buy something or get acquainted with your business, it’s like a crack in the concrete that people quickly step over to go somewhere else. At Foremost Media, we recognize the importance of technical SEO. So, whether you are setting up a website on your own, or if you want one set up for you, go to a professional to either review it or build it.
It all adds up
Think of it this way, if you are selling Girl Scout cookies, you are perfectly ...
Posted in: Search Engine Optimization by Noah Lamson on January 25, 2019
[Webinar] Testing Your Way To More Web Sales - CRO
Originally presented at the NopCommerce show in Nov. 2018 in Las Vegas By Jon Ballard
CRO is Conversion Rate Optimization.
With CRO we use data, testing, and creativity to maximize the percentage of visitors who convert on a website. These conversions can be purchases, newsletter signups, quote requests, phone calls, or any other action you would like your visitors to take. Optimizing your website to increase the conversion rate (the percentage of visitors who take the desired action) ensures your website is not wasting any of the valuable traffic you are sending to it.
To get a high converting site, you may need to improve numerous aspects including design, content, and overall user experience. Before making these improvements, you must determine what obstacles are causing your visitors to leave and remove those obstacles.
Many marketers remove these obstacles by making opinion-based decisions relying on best practices. This is not CRO. Properly optimizing your site for conversions means ...
Posted in: Conversion Rate Optimization by Adam Zellmer on January 22, 2019
Marketing Tips To Get Engineers Engaging With Your Business
How can industrial marketers reach out to engineers now that communication has shifted to online and content marketing? TREW Marketing and IEEE GlobalSpec partnered to conduct a survey and discovered the best ways to interact with technical professionals. Let’s dive into some key findings.
Technical Content Is King
The survey found that engineers preferred datasheets, case studies, and product/how-to videos over other types of content such as trade publication articles or infographics. When creating marketing pieces, consider using white papers and other informational pieces that will engage and inform this technically-minded audience.
Keep It Fresh
Over 90 percent of engineers surveyed are more likely to do business with companies that regularly produce new and current content. Your website is not something you can just set up and forget. You need new content to keep visitors engaged and coming back. However, before you start adding blogs, calculators, and other cool content, here are some things you’ll want to consider.
Posted in: Inbound Marketing, Manufacturing Marketing by John Tillotson on January 3, 2019
6 Online Marketing Articles You Should Read Heading Into 2019
As 2018 comes to a close and you're ramping up your marketing plans for 2019 we wanted to share our top 6 marketing article picks with you of things that should be on your radar for 2019:
14 ranking signals you need to optimize for in 2019
If you're looking to step up your search rankings for 2019 make sure you're looking at these items.
Facebook B2B Advertising Comes of Age
Thanks to its retargeting and similar audiences features, Facebook has become a powerful tool for B2B advertisers seeking new customers who are similar to their existing customer base.
9 Analytics Insights to Help Grow Your Business
Analytics data can go far beyond the number of visits and time on site. Did you know you can tap into your analytics data to find insights into your customers, your marketing, and your business that you can use to grow?
5 Social Media Marketing Trends That Will Dominate 2019
One thing that is constant ...
Posted in: General, Search Engine Optimization by Jon Ballard on December 31, 2018
WHAT ARE UTM PARAMETERS? WHY ARE THEY IMPORTANT? AND HOW DO YOU IMPLEMENT THEM?
Have you ever run a campaign and wondered how effective it was at driving traffic to your website? You did append UTM tags to the links in the campaign, didn’t you? If not, Google Analytics reports will not contain the data you need to measure campaign performance.
That’s why UTM codes (also known as UTM tags or UTM parameters) are so important.
UTM Parameters: What Are They?
UTM parameters are attributes you append to hyperlinks (destination URLs) for marketing campaigns sending traffic to your website. When the link is clicked and the visitor arrives on your site, tags are sent back to your Google Analytics Account and appear in your Analytics metrics.
Here is a sample link we could use when this blog is shared in an email blast; the UTM parameters are appended to the URL): https://www.foremostmedia.com/?utm_source=act-on&utm_medium=email&utm_campaign=october2018newsletter&utm_content=linkclick
Why Use Them?
Failure to append UTM tags to hyperlinks will do more than simply hinder your ability to do effective ...
Posted in: Conversion Rate Optimization, General, Inbound Marketing, Online Advertising, Search Engine Optimization, Social Media by John Anderson on December 3, 2018
Top 5 Takeaways About Giveaways on Social Media
There’s a lot of information shared on social media. So, your message needs to stand out in a crowd to be successful. In a webinar hosted by SEMRush, social media experts highlighted key points to consider before, during, and after you launch a giveaway on social media.
1. Do it well.
A good giveaway involves more than just getting a “like” or a “follow”. A good giveaway actively involves your social media audience. Invite them to do something interactive such as take a selfie with your product or share a story. This is called user-generated content, and it is social gold.
2. Have realistic goals from the beginning.
Your first step is to determine what you want your giveaway to do for you. A good goal could be to attract like-minded followers who will convert to a purchase or another business goal. Another good goal might be to drive more traffic to your website. A not-so-good goal is to simply ...
Posted in: Social Media by Rose Stricker on November 26, 2018
3 Online Review DON’Ts (and a few Maybe's)
We’ve given a lot of attention to online reviews recently. We’ve pointed out why they’re important, how to respond to negative ones, and how to generate more of them.
Now, let’s talk about some of the things you should NOT do with online reviews.
Jamie Pitman at BrightLocal researched Google, Yelp, Facebook, Angie’s List, TripAdvisor, BBB, and Yellow Pages, and he assembled a list of Guidelines for the Top Local Review Sites.
We’ve summarized some key takeaways for you to keep in mind as you work on your reviews.
DON’T pay for reviews
Don’t offer cash, prizes, products, or any kind of incentive in exchange for a review. This is a big no-no across the board. All review sites frown on this behavior and they are likely to penalize you for doing it.
DON’T negatively review a competitor or encourage anyone else to do it.
Not only is it against the rules and a conflict of interest, it’s just bad manners. ...
Posted in: Local SEO, Reputation Management by Rose Stricker on November 21, 2018
Tips For Improving Your Website’s Crawl Budget
Optimizing websites for ranking in search engines is an ever-precarious set of tasks. The algorithm Google uses to determine search results is a secret that evolves with each new release. Each time the algorithm is updated, Google gives out clues on what to look for. In a 2017 blog post, Google explained how crawl budget is not a factor in ranking. It shouldn’t be.
In simple terms, the crawl budget is the number of links Google will follow on your site. Your website’s crawl budget may be large or small depending on the size of your site, its popularity and its ease of use to crawl. Given that every site has a different amount of pages, it would be unfair to rank higher a site that gets crawled more simply because of its size.
Is Optimizing for Crawl Budget Worth It?
If the number of crawls on the site does not help rank, is crawl budget worth ...
Posted in: Local SEO, Search Engine Optimization, Web Development by Noah Lamson on November 13, 2018
Google Just Revolutionized GMB Posts
In an announcement from its blog on October 24th, Google announced that users can now follow businesses in the Maps app. This will allow followers to see a businesses’ latest news including events, deals, and more. This information will be readily available for users in the “For you” tab. It is unclear when this feature will be available on iOS, but it’s safe to assume it should be active soon.
This is big news for existing businesses as there is now an opportunity to share information with your customers directly without using social media. Users who follow neighborhoods will also receive personalized recommendations based on their preferences. for mobile-first indexing. Though being indexed mobile-first has no ranking advantage, Google strongly encouraged webmasters to make their content mobile-friendly.
Image Courtesy of Google
"Places that are opening soon can create a free Business Profile that will appear to people up to 3 months in advance of opening—letting trendsetters know ...
Posted in: General by Tyler Reynolds on November 6, 2018
Why You Need To Proactively Manage Your Local Citations
Local businesses need citations to build an online presence. Search engines use citations to build a reputation for a business on the web. If your business doesn’t actively manage these, you will have more than just poor rankings in Google. You will have frustrated customers and poor reviews.
What is a Citation?
Simply put, a citation is any online mention of a business’ name, address, or phone number (sometimes referred to as their NAP). These mentions could be on a website, social platform, or in an app.
Citations can appear on major platforms such as Google My Business, Yelp, and even social platforms such as Facebook. There are also geo/industry-specific platforms such as chamber of commerce websites, professional associations, and guilds.
You want to manage and maintain the accuracy of your citations because odds are, you are already listed in many directories, but it could be with inaccurate information. Not only would your local search ranking suffer, ...
Posted in: Local SEO by John Tillotson on November 5, 2018
15 Minutes Away From Better Local Search Visibility
I developed this series of blog posts because I want to help small businesses get more from their website in 15 minutes a month or less of work. If you're like most small business owners, including myself, it can be very difficult to work on your business vs. in your business, but I urge you to consider spending a few minutes each month implementing these tips as they can have a big impact on your business.
So here is this months tip:
Claim Your Google My Business Listing
Google makes it pretty easy to claim and verify your listing. To get started visit: https://www.google.com/business. Make sure you complete the phone or postcard verification process as well.
You're on a roll... don't stop now.
Many local businesses just claim their GMB listing and forget about it. complete all the information Google asks for. Even the part about public parking etc. The more complete your listing the better you ...
Posted in: Local SEO, Online Advertising, Reputation Management, Search Engine Optimization by Jon Ballard on October 19, 2018
Google Reviews - The Best Defense is A Good Offense
No matter how hard you try, sooner or later your business will face a negative online review. Former employees, competitors, or unreasonable customers all have instant access to leave unwarranted feedback about your business. It's time to get proactive about collecting positive online reviews in preparation for drowning out that occasional negative review.
So what is a business owner to do? Go on the offense and generate an avalanche of positive reviews. A good rule of thumb is that it takes about ten positive reviews to offset one negative review. I know this sounds like a lot of work for a B2B business that doesn't generate a lot of reviews organically. But if you follow the steps below, you should be able to get this done in an hour or less, and the return on investment is great!
1. Craft a letter to your personal contacts
Here is one that I used:
“Subject- Need Your Help or Big ...
Posted in: General, Local SEO, Reputation Management, Social Media by Jon Ballard on October 11, 2018