Marketing efforts that only target one area of focus may leave your strategy disjointed and unfulfilling. Successful internet marketing should focus on several different areas of online management and website development to increase online visibility. A complete marketing approach can yield profitable results by improving an existing website. Follow these suggestions for a well-rounded approach to internet marketing.

1. Content
2. Technical
3. User Experience
4. Conversion Data
5. Automation
6. Paid Search

1.   Content

Content encompasses the “substance” of your website. Blog modules, on-page web content, whitepapers, technical resources, videos, images, emails, and social media posts, as well as descriptions of products and services, are excellent ways to showcase your expertise to engineers and technical buyers. Created to inform and educate buyers before making a purchase, content can also help increase the visibility of your website on search engines.
Content optimized for search engines, or SEO (search engine optimization), focuses on the informational needs of your audience. Using search topics defined by your operations, content is created to target queries related to your products and services. When utilized appropriately, SEO content answers the questions of your target audience, bringing more visitors to your website and expanding your digital footprint. 

2.   Technical

Technical SEO includes the website’s architecture, site speed, core web vitals, mobile functionality, crawlability, indexing, and much more. How websites are developed can impact these technical functions which in turn can impact your search engine ranking.

Structured Data

Website schema and structured data signal to search engines what information is on your website. Implementing schema on your site makes it easier for search engine crawlers to make sense of your content. Structured data can also create rich snippets, offering increased visibility.

Core Web Vitals

Informing the health of your website, core web vitals are metrics that indicate a site’s functionality. Website speed, visual stability, accessibility, and interactivity are essential for:

• Technical SEO
• User engagement
• Retention

Critical to search engine ranking, having successful core web vitals ensures users want to browse your site until they find what they need.

Mobile Friendliness

Today, many people use their smartphones to conduct online research and browsing. To have a fully functional online presence, a website must be optimized on both desktop and mobile to accommodate the growing number of mobile device users. An operational, mobile version of your site improves search engine visibility and user accessibility.

3.   User Experience

User experience (UX) refers to the functionality, design, and accessibility to deliver a pleasant browsing experience for all while complying with federal guidelines for online accessibility. An accessible website ensures ease of use to encourage buyers to spend more time exploring your site. Time on page, returning customers, interaction with content, and strong core web vitals are all impacted by a user’s experience on your website.

4.   Conversion Data

Lead tracking and reporting are essential to understanding how users engage with your site. Conversion data and web analytics provide information on visitor traffic and how your site is performing. With implementations for your website, like WhatConverts and GA4, you can accurately track how visitors find your site, engage with it, and determine areas of opportunity for growth that can be engineered into a comprehensive internet marketing strategy.

5.   Marketing Automation

Automating tasks and workflows reduces the time spent nurturing leads, providing numerous benefits for online businesses. Marketing automation can be used to improve user experience for more advantageous use of your time while also improving functionality by offering:

• Improved customer retention
• Better lead generation
• Increased conversions
• Enhanced data for decision-making
• Customer personalization

Combined with email marketing, automation can create new sales opportunities by sending an automated email to customers who have abandoned a cart. Email marketing automation can assess if your materials are opened, and how they are interacted with. With email marketing and marketing automation, it’s easy to re-engage incomplete transactions for new opportunities, determine the success of various campaigns, and increase customer personalization for external materials.

6.   Paid Search

Designed to target your customers, paid search ads utilize user data to help develop campaigns based on your brand messaging and goals. Pay-per-click (PPC) paid search campaigns create a sponsored listing with a higher position on search engine results pages to catch buyers’ attention, making it an excellent tool for special promotions. With the potential to generate prospective leads and increase visibility, paid search ads are fast to implement, can be turned off and on as needed, and require no changes made to a website.

Enhance the Online Experience of Your Business with a Holistic Approach

At Ecreative, we understand how technical buyers and engineers search for the products they want. By prioritizing a holistic approach to internet marketing, our expert teams address every aspect of your website to increase visibility, enhance functionality, and improve processes for better lead generation and sales. Finding a comprehensive partner for internet marketing can be challenging, but we have managed many successful websites for industrial B2B businesses. Ready to deliver complete internet marketing solutions for a fully actualized website, we offer:

• Over 25 years of proven industrial B2B experience to deliver online solutions
• An expert, in-house team of web developers for website accessibility and user experience
• Google-certified, paid search specialists to create sponsored ads that increase visibility
• Dedicated B2B internet marketing team who works with you, developing strategies based on your needs
• Technically-informed human copywriters to generate helpful and informative content
• And much, much more!

Contact us for a free consultation at no obligation or cost to you, and we can start developing a holistic approach tailored to your business goals.