Manufacturing Blog

I am sure that there are a ton of people thinking… what the hell is a buyer persona and why is this important to me? Well, honestly, those are great questions. Kudos to you for admitting that you don’t know and taking a step towards enlightening yourself.  Trust me – this topic is worth the read!

When someone is online searching for answers, they want the most relevant information possible.  When you are online, isn't that what YOU want? Well, in order to make sure your marketing investment is being spent on providing and pushing out relevant information to attract the right people, first you need to know exactly who those RIGHT people are.

This is the final part of our 4-part series on specialized construction marketing plans. Particularly when it comes to content marketing, you have 4 steps to see success:

The Internet exists for only a few purposes: Curating a perfect life on social media and videos of people being scared by other people!  Ok...that’s not the real reason obviously. The internet actually exists to get the best, most relevant information to people searching for it.

There are a few “search engines” that exist to help people find this information. Google, Yahoo, Bing, and DuckDuckGo are some of them. When you search for something using the search engine, it crawls the web (it’s actually called “spidering”) and “reads” all of the information on every website.

When you’re looking for the results of this year’s marketing budget for your specialized construction business, can you easily show what’s happened with that money? Can you show the money spent, the content produced, the leads brought in, and results of those sales opportunities?

Marketing attribution: the quest for information and data that allows marketers to pinpoint the assisting marketing messages, formats, and channels that lead a purchasing customer to their buying decision.

To optimize your marketing investment to get the best return possible, attribution is a priority. It’s the ability to analyze the data you have to differentiate how marketing techniques affect the sales cycle, which allows you to choose how to optimize across silos to improve the end result: your bottom line.

As firearm hunting season in Wisconsin draws to a close this year, it’s got me thinking about all the preparation that goes into our hunt each year. From scouting, to outdoor video, to target practice, to building tree stands and setting up ground blinds, we spend a significant amount of time each year preparing for a potential shot. Why would we not spend just as much or more time making sure our website is also prepared for a shot - at a new customer? Just like our hunting preparations, preparing for a website visitor takes strategy.