| "When doesn't money matter?" exclaimed
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| | available. Pay Per Click (PPC)
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| one of my clients during a recent
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| | advertising, as the name suggests,
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| conversation about the merits of
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| | charges a pre-determined fee every time
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| industrial internet marketing. His
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| | someone clicks to your website from an
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| company, a medium-sized electric motor
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| | advertisement placed in a search engine's
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| supplier, was earning approximately $15
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| | results page (e.g. Google or Yahoo).
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| million dollars in annual revenue - a
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| | Because the majority of web surfers use
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| long way from 1991; his first year in
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| | search engines to find products and
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| business and sales of $145,000. We were
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| | services, it makes a lot of sense for
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| discussing the company's 15 year history
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| | companies to place their advertisements
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| and looking over his portfolio of trade
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| | on these pages. Consequently, it also
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| journal advertisements and tradeshow
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| | made a lot of sense for my client.For
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| booth pictures. Many of the trade journal
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| | over a year and a half my client's
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| ads were proudly displayed in the front
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| | business has been using Pay Per Click
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| lobby, laminated on beautiful wood
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| | marketing to target online prospects
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| plaques with brass plates denoting the
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| | searching for electric motors,
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| magazine issue and date. Whereas most of
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| | specifically the type that his company
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| the tradeshow pictures were kept in a
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| | manufactures. Furthermore, his marketing
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| leather binder, casually surfacing at the
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| | dollars are producing a handsome return
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| end of facility tours with vendors and
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| | on investment - remember he only pays on
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| distributors.My client was proud of his
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| | advertisements that were clicked, sending
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| company's success and prominently
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| | a visitor directly to his website.
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| showcased his yesteryear marketing
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| | Compared with tradeshows and trade
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| memorabilia. At a glance, most people
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| | journals, Pay Per Click marketing is a
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| would suspect his industrial company
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| | tough act to follow.Let's assume that the
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| spent a good deal of money advertising in
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| | average industrial tradeshow costs around
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| multiple trade journals. Additionally, it
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| | $4,500 to attend and that the average
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| would seem a safe bet that his Sales team
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| | half-page, four color advertisement in a
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| spent the better part of their time on
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| | single trade journal issue costs
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| the road attending tradeshows. Both
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| | approximately $3,900. Turning our sights
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| assumptions would be dead wrong. For the
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| | to Pay Per Click marketing, we'll assume
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| last couple of years, my client's focus
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| | that the average cost per click is
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| has been squarely set on his company's
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| | somewhere in the neighborhood of 0.35
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| web presence. While it's no secret that
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| | cents...now let's work out the math.If my
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| smart B2B suppliers and manufacturers
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| | client attended a tradeshow ($4,500)
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| harness the Internet's flexibility to
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| | instead of Pay Per Click marketing (0.35
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| save money and bolster sales, there are a
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| | cents per click/website visitor), he'd
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| large number of industrial companies
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| | have to showcase his entire product line
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| behind the proverbial curve.About three
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| | to at least 12,857 expressly interested
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| years ago his company saw a trend
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| | people ($4,500 / 0.35 = 12,857).
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| emerging - "no name" competitors were
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| | Furthermore, Pay Per Click marketing only
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| cropping up, seemingly out of nowhere,
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| | requires a fraction of the resources and
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| and reaping the rewards of a strong web
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| | manpower that go into planning and
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| presence. Some of these online
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| | attending a tradeshow. Lastly, Pay Per
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| competitors were headquartered overseas,
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| | Click marketing is completely measurable,
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| however the majority of them were U.S.
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| | capturing real time marketing data
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| based manufacturers who creatively
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| | through web-based reports.Applying the
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| stretched their modest marketing budgets
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| | same logic to a single trade journal
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| on the Internet. During this time, my
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| | advertisement ($3,900) vs. Pay Per Click
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| client ignored the "hype" surrounding the
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| | marketing (0.35 cents per click/website
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| World Wide Web and stayed the course,
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| | visitor), my client would have to ensure
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| attending his usual roster of tradeshows
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| | that 11,142 qualified prospects found his
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| and advertising in a faceless number of
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| | ad page, read his advertisement, and then
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| trade journals.About one year later, my
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| | immediately logged onto the Internet to
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| client began rethinking his hasty
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| | access his company's website for more
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| disregard for everything Internet. After
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| | information on the product in question.
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| all, several of his largest suppliers
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| | Additionally, he'd have to account for
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| were now offering web-based e-catalogs in
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| | the cost of designing a printed
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| lieu of print literature and many of his
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| | advertisement too. Lastly, the costs
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| customers were requesting .pdf versions
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| | associated with this inflexible marketing
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| of his motors' specification sheets and
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| | channel are difficult to justify since
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| user manuals. The writing was on the
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| | there it is virtually impossible to
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| wall...or monitor if you will.Once my
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| | measure return on investment...there is
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| client moved past his apprehension
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| | no mechanism in place to track leads,
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| surrounding the world of web marketing,
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| | RFQs, and sales generated from this
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| he quickly realized two things. 1.) The
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| | advertisement.Fast forward to present day
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| Internet is an incredibly powerful sales
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| | and I am happy to report that my client's
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| tool, capable of delivering unmatched
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| | electric motor business is booming. His
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| return on investment and unbeatable
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| | annual marketing spend has been slashed
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| market penetration 2.) Industrial
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| | by 45% and company wide sales are up 18%
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| marketing on the Internet enabled him to
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| | over last year. Furthermore, his Sales
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| easily measure and track the performance
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| | team spends less time "speculating" on
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| of their marketing dollars, making it
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| | their next marketing expenditure and more
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| possible to systematically improve the
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| | time following up on leads and closing
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| company's ROI vs. a "gut feel"
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| | sales. In my client's words, "growing
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| approach.After some time and effort, my
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| | sales becomes a lot easier when you can
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| client's industrial Electric Motor
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| | track the marketing responsible for your
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| Company had developed their first website
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| | success".All of my clients share one
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| and posted it live to the Internet. From
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| | thing in common - they're forward
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| a Customer Support standpoint, it worked
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| | thinking businesses, facing today's stiff
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| like a charm. Visitors could access the
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| | competition. They recognize the winds of
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| company website and locate distributors,
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| | change and don't turn a blind eye to any
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| download user manuals, email tech
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| | advantage in the marketplace. No matter
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| support, and so much more. However, my
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| | if it's driving sales, generating leads,
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| client's website had a very big problem -
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| | or simply building product and brand
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| the only people logging on were existing
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| | awareness, progressive companies will
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| customers. How could he drive qualified
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| | always be a step ahead of the
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| visitors to his company's website,
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| | competition.Payton Wolfe is a co-founder
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| creating product awareness and generating
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| | of and their Director of Marketing
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| online requests for quote (RFQ)?Allow me
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| | Campaign Strategy. Mr. Wolfe welcomes
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| to introduce Pay Per Click advertising -
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| | inquires and provides no charge
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| arguably the most targeted and cost
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| | consultations to interested parties.
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| effective form of direct marketing
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