Many industrial companies have a very traditional setup for marketing and sales – and this approach has served them very well for many years.
However, many decision-makers have realized: They need new, modern foundations. Because customer behavior is changing.
Main goals: Increased brand awareness, reach, and specifically inquiries. In international markets.
We describe how this works on this page, using concrete examples from our work.
Many marketing managers think: “Our customers do not search via Google.” Whether that is truly the case can be quickly determined: Professional SEO tools can systematically check search terms with regard to monthly search volume, i.e., the reach per individual search term. It repeatedly shows that, especially in B2B, solutions are searched for very specifically.
An example can be seen in the chart: It displays terms related to the so-called “material number” of a steel type. In total, there are 1300 Google search queries per month for a single steel type. With hundreds of steel types in dozens of countries, this results in enormous traffic potential.
The example shows the benefit of systematically researching relevant search terms. Subsequently, it is about how to systematically map these terms on one’s own website. This way, you ultimately rank at the top with exactly the right page.
Search terms related to the material number “1.4542”. This number describes a hardenable, stainless steel. Highly relevant customer contacts are often hidden behind such “special searches”.
It takes time until one moves to the front in Google’s “normal” search results. Usually several months (More on the question here: How long does SEO take).
Faster visibility can be built through Google Ads, Google’s advertising system that allows you to place ads for search terms. The advantage is quick visibility and clicks. The disadvantage is that you pay per click.
We have found that a combination of both channels can often be very fruitful. In the short term, Google Ads helps. In the long term, the so-called organic reach grows, i.e., Google traffic for which marketing does not have to pay per click.
We are Fabian Jaeckert (right) and Benjamin O’Daniel. For many years, we have worked as consultants for marketing teams. We combine two worlds: Fabian is the technical expert, and Benjamin handles all topics related to content development.
With Jaeckert O’Daniel, it quickly became clear to us that we had made an excellent choice in selecting potential partners for our online marketing project. Their expertise and, above all, their ambition to thoroughly immerse themselves in our specific industry topic to provide us with the best possible support, are precisely what is now propelling us forward.
“How can we improve our visibility?”
This fundamental question is behind every project for which we are brought on board.
It often involves developing online marketing strategies and implementing concrete measures.
We have specialized in showing in-house managers how they can manage the channels and measures themselves.
Sounds interesting?
We would be happy to arrange a get-to-know-you meeting via video conference (30 min.).
