Lake One Becomes a Vidyard Partner

Lake One® announced today that they have officially become a Vidyard Partner and Video Selling Certified agency. Vidyard is an online video platform for business that allows you to increase leads, accelerate your pipeline , and delight your customers. With this partnership, Lake One looks to enable their clients with the power of video

“Through our new partnership, Lake One has the expertise they need to help clients transform the way they market and sell with engaging and personalized video content,” says Tyler Lessard, VP Marketing at Vidyard. “By leveraging Vidyard’s solutions in an integrated way with HubSpot, we’re already seeing joint customers generating more sales opportunities by taking a more personal and impactful approach to how they connect with new prospects. We’re excited to see Lake One bring these ideas to more businesses to help them grow faster in an increasingly digital world.”

Lake One launched in 2014 and has grown every year since, with a belief that business can pursue both profit and purpose. As a virtual marketing team, based in Minneapolis, it supports organization’s who have complex buying processes including Technology, Manufacturing, and professional services in healthcare, IT and staffing.  

“Lake One takes a consultative approach to understanding the challenges businesses face today, and to deliver solutions that have an immediate impact on their success,” says Ali Hammoud, Partner Account Manager at Vidyard. “We’re thrilled to partner with Lake One to help more businesses integrate video into their marketing and sales programs in a way that aligns with their goals and how they currently go to market.”

“Video usage continues to surge and we’ve been in search of a technology partner that fits well into the solutions we support our clients with – driving aligned sales and marketing growth. Vidyard fits that need, integrating with the existing sales and marketing tools our clients are already using and empowers both sides of the revenue team to grow with video. We’re thrilled to partner with these leaders in video technology.” says Rachael Cecko, Sr. Director of Operations at Lake One

About Lake One: Founded in 2014, Lake One is a revenue operations and growth firm based in Minneapolis, MN. They partner with B2B organizations to compete and win online by planning, building and implementing aligned sales and marketing programs. They help organizations navigate sales and marketing technology decisions to deploy right sized tools that scale program performance. 


About Vidyard: Vidyard helps businesses and professionals connect with their audiences in a whole new way through engaging, personalized, and measurable video experiences. Through its global video hosting and analytics platform, Vidyard empowers businesses like Honeywell, Citibank, and HubSpot to transform their approach to marketing, sales, and corporate communications. Through its free and pro tools, Vidyard helps any business professional create and share custom videos to deliver their message in a more personal and impactful way. Thousands of businesses and millions of people around the world rely on Vidyard for their video needs. Sign up for Vidyard for free: https://www.vidyard.com/free-screen-record

Lake One Founder and CEO, Ryan Ruud Joins Pinky Swear Foundation Board

Lake One® announced today that their Founder and CEO, Ryan Ruud has accepted a board position with the Pinky Swear Foundation. Pinky Swear Foundation eases the financial and emotional impacts experienced by children with cancer and their families by providing basic needs support during a very challenging time. 

pinky swear foundation

“Ryan’s board service at Pinky Swear Foundation is an incredible combination of his professional and personal passions,” said Erica Campbell, Pinky Swear Foundation Executive Director. “He has been a powerful advocate for kids with cancer and their families for decades, and we are grateful for his strategic leadership and giving heart.” 

Lake One launched in 2014 and has grown every year since, with a belief that business can pursue both profit and purpose. As a virtual marketing team, based in Minneapolis, it supports B2B organizations with complex buying processes including Technology, Manufacturing, Clean Tech, Sustainability, and professional services in healthcare, IT, and staffing.  

“Lake One has been proud to partner with Pinky Swear Foundation since 2016. As a childhood cancer survivor myself, I know firsthand the impact of the support Pinky Swear provides to families in their darkest moments. It’s an honor to serve Pinky Swear’s mission.” says Ryan Ruud.

About Lake One: Founded in 2014, Lake One is a revenue operations and growth firm based in Minneapolis, MN. They partner with B2B organizations to compete and win online by planning, building and implementing aligned sales and marketing programs. They help organizations navigate sales and marketing technology decisions to deploy right sized tools that scale program performance. 

About Pinky Swear: Started in 2003, Pinky Swear Foundation eases the financial and emotional impacts experienced by children with cancer and their families by providing basic needs support during a very challenging time. Pinky Swear Foundation has provided more than $4.5 million in financial assistance and quality of life support. They’ve helped thousands of families whose children are bravely battling the ugliness of cancer. To learn more about the Pinky Swear Foundation and how they got their start, click here


Lake One Becomes a Platinum HubSpot Solutions Partner

Minneapolis, MN: Lake One®, a revenue operations and growth firm in Minneapolis, Minnesota, announced today that it has reached another new milestone as a HubSpot solutions partner, reaching platinum status. HubSpot’s growth platform lets your entire company work together — from marketing, to sales, to customer service. HubSpot works hand-in-hand with solutions partners to grow their businesses and their client’s businesses with software, services, and support.

Platinum HubSpot Solutions Partner

“Congrats to the Lake One team on accomplishing this milestone,” said Chris DiPietro, HubSpot Agency Partner Manager. “They join a select group of our solutions partners to obtain this status. It’s a testament to their revenue operations approach to marketing and sales alignment.”

Lake One launched in 2014 and has grown every year since. As a virtual marketing team, based in Minnesota, they support B2B organizations that have complex buying processes including Technology, Manufacturing, Clean Tech, and professional services in healthcare, IT, and staffing.  

 As a HubSpot solutions partner, they help these organizations make marketing their unfair advantage.

“We’ve gotten a lot of value out of being a HubSpot solutions partner,” says Founder & CEO, Ryan Ruud. “We couldn’t have reached this achievement without our great clients and support from the HubSpot team.” 

In addition to being a HubSpot solutions partner, Lake One is also a DataBox Premier Partner and a Certified LGBT Business Enterprise™.

“The HubSpot Solutions Partner Program is rich with talented inbound marketers. It takes hard work and dedication to reach platinum tier status, which is why I’m so thrilled to congratulate Lake One on this exciting achievement. I can’t wait to see what they’re able to achieve as part of the platinum partner community.” says Katie Ng-Mak, VP, Solutions Partner Program.

About Lake One

Founded in 2014, Lake One is a revenue operations and growth firm based in Minneapolis, MN. They partner with B2B organizations to compete and win online by planning, building and implementing aligned sales and marketing programs. They help organizations navigate sales and marketing technology decisions to deploy right sized tools that scale program performance. 

About HubSpot

HubSpot (NYSE: HUBS) is a leading growth platform. Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 73,400 total customers in more than 120 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of Marketing Hub, Sales Hub, Service Hub, CMS Hub, and a powerful free CRM, HubSpot gives companies the tools they need to Grow Better.

HubSpot has been named a top place to work by Glassdoor, Fortune, The Boston Globe, and The Boston Business Journal. The company is headquartered in Cambridge, MA with offices in Dublin, Ireland; Singapore; Sydney, Australia; Tokyo, Japan; Berlin, Germany; Bogotá, Colombia; Paris, France; and Portsmouth, NH.

Learn more at www.hubspot.com.

Lake One Becomes a Certified LGBT Business Enterprise™

Lake One® announced today they have officially become a Certified LGBT Business Enterprise™ through the National LGBT Chamber of Commerce (NGLCC). The NGLCC is the largest advocacy organization dedicated to expanding economic opportunities and advancement for LGBT people and the exclusive certifying body for LGBT-owned businesses. 

Certified LGBT Business

“We are so pleased to welcome Lake One to the ever-expanding network of NGLCC certified LGBT Business Enterprises and the hundreds of corporations and government agencies eager to put them to work,” said NGLCC Co-Founder and President Justin Nelson and CoFounder and CEO Chance Mitchell. “According to NGLCC’s groundbreaking America’s LGBT Economy report, America’s estimated 1.4 million LGBT business owners, many of them NGLCC certified, add over $1.7 trillion to the GDP and create tens of thousands of new jobs. We are proud to count Lake One among those who prove every day that LGBT businesses are the future of the American economy.”

Lake One is now eligible to participate in the NGLCC’s supplier diversity programs with the Fortune 500 and government agencies nationwide, can take advantage of the vast educational opportunities promoted by the NGLCC and can work to foster business-to-business relationships with other Certified LGBT Business Enterprise™ companies worldwide throughout the year.

Certified LGBT Business

“I’m honored to have Lake One join the ranks of NGLCC certified LGBT Business Enterprises. We join an economic force of LGBT owned businesses creating jobs and adding value to communities across the country. Diversity and impact are core to our DNA and this certification helps recognize those values,” says Ryan Ruud, Founder and CEO at Lake One. 

About Lake One: Founded in 2014, Lake One is a revenue operations and growth firm based in Minneapolis, MN. They partner with B2B organizations to compete and win online by planning, building and implementing aligned sales and marketing programs. They help organizations navigate sales and marketing technology decisions to deploy right sized tools that scale program performance. 

About NGLCC: The National LGBT Chamber of Commerce is the business voice of the LGBT community and the largest global not-for-profit advocacy organization specifically dedicated to expanding economic opportunities and advancements for LGBT people. NGLCC is the exclusive certification body for LGBT-owned businesses. www.nglcc.org

How Marketers Can Prepare Sellers to Keep Pace with Modern Buyers

Today’s buyers are in a class all their own: They’re independent, they do their research, and they demand detailed answers to their questions. Modern buyers don’t want to be sold at, they want to be talked to. They’re looking for content that’s pertinent to their situation, and they want to work with trusted advisors who are ready and willing to lead their prospects through every step of the purchasing process. 

Before marketers can arm their sales team with content worthy of these informed buyers, marketing and sales teams require immediate and convenient access to assets, tools, and training––all within a single source of truth. 

If you’re seeking answers for how to centralize your content and ensure your reps have everything they need to win deals, follow these steps.  

modern buyers

Strive to simplify.

As early as 2016, marketers reported that 47% of buyers were likely to review three to five pieces of marketing content before even speaking to a sales rep (and we can only assume that number has risen in the last four years). Given the multitude of moving parts within marketing and sales departments, it’s now more vital than ever to simplify content production processes and align on providing a cohesive customer experience.

Tips on how to simplify: 

First, develop a plan to consolidate your content across all departments. Identify all content storage locations, and then consider: 

  • Where can these materials be accessed and by who? 
  • Does your team have the means to establish a single, reliable repository for content and training?
  • What tools are in place for notifying sellers and marketers if content is updated? 

Depending on how you answer that second question, it may be useful to implement sales enablement best practices. A sales enablement solution provides a centralized platform for uploading, organizing, managing, and sharing content, including training materials. An advanced solution will also include interdepartmental communication capabilities and analytics — for example, data on content engagement and performance.

Prioritize alignment. 

Buyers expect unique and highly customized buying experiences. And regardless of the challenges, sales reps will have to keep up. Given the heightened competition, well-laid sales plans should keep seller preparedness front and center. 

These trends signal a need for tight sales and marketing alignment. Working in lockstep will save companies time and effort by keeping teams in sync when it comes to content creation, usage, and performance. Once the teams are properly aligned, companies can then implement an integrated strategy for managing, stockpiling, and disseminating all sales-related materials. As a result, marketers and sellers will be able to breathe easy knowing that the sales team will always be prepared for every customer conversation. 

Tips on how to stay aligned: 

When determining whether or not your sales reps have the knowledge and tools to make their next pitch, ask yourself: 

content mapping

Once you’ve answered these questions, make a point to re-examine marketing and sales processes with an eye to fixing any gaps you may have identified.

Keep content current. 

Sales reps are well aware of the expectations that fuel their results-driven fire. They likewise know that they need access to all content and training solutions necessary to provide their buyers with real value. Plus, reps need to find and deliver materials specifically curated for each individual buyer, making the job that much harder. 

When a buyer requests a certain asset, be it a case study or contract, a seller needs a seamless, expedited process for creating, distributing, and monitoring that material. Moreover, all company content (educational or otherwise) should feature the most up-to-date, relevant, brand-compliant information available. 

Tips on keeping content up-to-date: 

The key here is to implement systems for complete content evaluation, including plans for tracking buyer and seller engagement as well as for assessing content performance overall. 

Begin by considering:

  • Is sales content current?  Do you have a way to ensure that the assets that sales reps use have the latest messaging and design? 
  • How does your content change over time? What edits are your reps making to your assets once they get out in the field? 
  • How well does your content perform with buyers? How can you measure this performance in a quantifiable way? 

Sales enablement solutions can handle content management and offer comparative views of different versions of specific assets, demonstrating how a piece of content is modified over time. These tools can give marketers a fuller understanding of how their content is performing and can likewise alert marketers as to whether or not the alterations made to an asset remain acceptable and on-brand. Content engagement capabilities provide insight into how buyers interact with your marketing materials with a variety of valuable KPI metrics, from website scroll depth, to click activity, pitch views, asset downloads, and more. This raw data can be used to glean insights, which can, in turn, inform the creation of new content campaigns.

In this new age of the educated buyer, marketers can gain a real advantage if they deploy the tools and techniques that make it easy to partner with their sales team in driving business growth together. Innovative technology, such as sales enablement solutions, make it possible to meet the demands of modern buyers.  By integrating a holistic system for organizing, sharing, and analyzing all content, marketers will be better able to focus on creating content that sets their sales team up for success. 

Thanks to Highspot for this guest post.

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Lead Generation Guide: Basics of Lead Gen

If you’re in sales and marketing, there’s no doubt you’ve heard about lead generation. Business folks, in general, are probably at least a little familiar with it. Maybe it’s discussed in business conversations you’re apart of or you’ve seen it in sales and marketing materials. But what’s all the fuss about? What’s so important about lead generation? We’re here to break down the basics of what it is, what’s tough about it, why it’s worth it, trends to watch for and how tools can help with it all. 

HubSpot defines lead generation as the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service. Lead generators are things like job applications, blog posts, live events, coupons or online content. These types of things {hopefully} create interest and attract potential customers. The goal is to create unique ways to get people, the right people, interested in your business. 

Lead generation sounds simple enough, right? Well, if it were that easy, everyone would do it and do it successfully. We know it’s not that simple, so we put together a few insights into lead generation to help get you started.

Click here to have the lead generation guide emailed to you.

2019 MnSearch Summit Team Takeaways

Self-proclaimed SEO Geeks from far and wide gathered in St. Paul at the 2019 MnSearch Summit, including the Lake One Team. A non-profit organization founded for and by search marketing geeks, MnSearch aims to speak directly to the search marketing professional and raise the standards and awareness of search in Minnesota.

Didn’t attend the conference? We’ve got you covered in the best TLDR summary of the summit; our key takeaways.

2019 MnSearch Summit

Rachael’s MnSearch Favs

I’ve attended conferences in the past where keynotes were snoozefests and sessions turned out to be not very relevant to my role. However, as a MnSearch first-timer, I’m thrilled to say, that was not the case with the Summit. Here are my top 3 takeaways from the day. 

#1. SEO is a Long-game

I attended the Search Presence Intelligence session with Stephan Bajaio and he opened the session with an analogy comparing Paid Media and SEO to day trading and a 401k. It’s relatable and easy to understand which is precisely why it makes my list. 

Here’s why that analogy makes sense:

  1. SEO is long-game just like retirement.
  2. Your odds of retiring off of day trading alone isn’t very high and neither is achieving all of your digital marketing goals with paid media alone. 

In our work as digital marketers, our clients’ SEO knowledge ranges from beginner to advanced and this analogy is a great one to add to our toolbox when explaining the law that is Google to clients.

#2. Tie PR Activities to Branded Keywords

Often times when reviewing organic keywords and traffic, we pull out the brand-related terms because we are focused on additional keyword terms and phrases related to the buyer’s journey, product offering, etc. However, Will Scott brought up a great point about using branded keyword traffic patterns to help attribute PR efforts.

Of course, we all know that when it comes to PR, merging offline media mentions, mentions without linkage, and other digital efforts can get a little messy and sometimes difficult to attribute. But Will Scott said something impactful. When using branded keyword traffic (or insert any metric here) if there is a significant enough of a correlation in the data, then you can infer causation. So for example, if you are quoted on the local tv news talking about a brand offering and you see a significant spike in direct traffic for that time frame and on the topic of the mention – you can infer causation. Because likely what’s happening is that a user is hearing your brand/offer and typing it directly into Google.

Don’t get me wrong, I’m all about UTM parameters, but in the event that a custom link wasn’t placed or it’s not part of the deal, a branded terms breakout is a helpful tip. 

#3. Personas Simplified 

Personas. You either love them or you hate them. If you don’t buy into the naming, the persona stories, etc. Kevin Indig had a super simple way of explaining personas and getting down to the nitty-gritty in 3 sentences (or less, depending on your phrasing ;))

I am a ……
Who wants to ….
So I can …..

For example: I am an HR Recruiter who wants to attract and retain top talent to my company so I can reduce turnover and fill open positions quickly with quality candidates.

The above is the bare bones. At Lake One, we prefer to go a little deeper with our personas to fully understand their pain and questions, but for those who can get lost in the weeds, start with the easy guide.

Danielle’s MnSearch Favs

#1. Google Your Company and Specific Pages

It’s hard to attribute this takeaway to any one speaker. Almost every single one touched on it in some way or fashion. You should be Googling your company, and not just for the reasons you think like rankings. Run searches on your individual blog posts to look at your meta descriptions and how your post appears in the results. 

By doing so, you’ll see what your posts and pages look like in the search results. There might be something awry in how it displays. An abbreviation from “do not” to “do”, for example, can turn an intelligent blog to utter nonsense at first glance in the results. 

Also, by searching for your specific pages, you can see if your results appear anywhere else in the results that is not a standard blue weblink. You might have gotten the Snippet position, showed up in the map pack, or potentially even lost your #1 seat to a barrage of other knowledge graphs and Google answers. The best way to find this out is to run the searches yourself. 

And don’t forget to do it on mobile too! 

#2. Intent Rules the Roost

As marketers, it’s easy to get caught up in keyword volume and the opportunity therein. So it was nice to have a refresher on search intent with Jenny Halasz. Search intent is the difference between searching “Cardiology” and “Cardiologist.” 

Cardiology = Intent to find answers on the topic: the profession, procedures, or definitions. Results will likely be pages similar to WebMD.
Cardiologist = Intent to find a medical professional “near me”. Results will likely be a map pack and clinics/specific doctors. 

So, when ideating for your keyword targets, make sure to take intent into consideration. Your results will be more relevant and have a higher possibility of ranking when you’re matched with the answer the user hopes to find. 

Furthermore, we also learned about considering Google’s intent. In almost every session I attended, the speakers addressed how Google is shifting from being a search engine to an answer engine. Their intent is to provide an answer to the user as soon as they can without navigating off of the SERP page. For marketers, that means creating content that serves this purpose

#3. Make Conversions Easy

The last breakout session I attended was with Roger Dooley, author of FRICTION. He talked about removing friction from the buyer’s journey at every step. In short, the easier it is to convert, the more likely people are to do it. Furthermore, when something can be done easier than the other options available, loyalty is built. An example of this is 1 click buying through Amazon or having to sign into a lengthy registration page to buy the same thing from another retailer.

The inbound way usually has an offer (eBook, checklist, webinar, guide…) gated behind a form. We trade contact information for access to our content. So before you blow up your forms with every little nice-to-have piece of information, think about the UX. Do you really *need* to know company size and revenue and favorite color in that awareness ebook form? Probably not. Scrap it and remove the friction to converting. Read more on that, here.

Ryan’s MnSearch Favs

Sometimes “Advanced SEO” means focus on the essentials

Portent CEO Ian Laurie ran a session on advanced SEO. Rather then a bunch of techno mumbo jumbo he pointed out that being advanced often means focusing on the essentials. He outlined 8 principles of advanced SEO. These were my faves: 

#1. Just Fix It

rel= canonical, 301, 302 redirects, url exclusions and so on often are band-aids for seo hot messes. Or, as Ian puts it – abstractions. Essentially they’re an attempt to tell Google: 

via GIPHY

Instead, Ian argues JUST FIX IT. Novel idea – right? 

#2. Find a Source of Truth

We all like to consider ourselves data-driven marketers. We come bearing our tools and data ready to wield insights and put together strategies. Ian points out that when it comes to search, some of the tools don’t quite measure up. When trying to diagnose major problems, you can’t argue against the source of truth. He shared some great methods at reviewing log files. More on that here.

#3. Look at The SERPs

Lastly, you just can’t beat looking at how actual search results are showing up. With how rich the results are now between links and snippets, taking some time to look to see what kind of information Google is actually choosing to share for your query can help inform your overall strategy. 

To be honest, throughout several sessions the “Look at the SERPs” was a constant and present reminder. 

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3 B2B SEO Myths

It’s easy to find advice on SEO. Not surprisingly, the companies that are best at it are able to get their pages to rank highly. When you do a search for B2B SEO, you’ll get a ton of results to sift through. You may notice rather quickly that you will see different guidance from one page to the next. It can be difficult to separate fact from fiction. Here are three B2B SEO myths we’ve debunked to set the record straight.

B2B SEO Myths

Myth: B2B SEO Needs to Target Top-Level Executives Only

Truth: Executives often appoint other people to perform research for potential purchases and then present detailed options.

Executives are busy people. They probably don’t have time to spend hours sifting through features, calling for pricing, and comparing products. So, they tend to assign someone else to do that work and bring back information for the best options.

Looking for agency help with your B2B strategy? Here’s how to pick a good one.

The decision-making process within B2B companies typically involves a few players. There are decision-makers (usually the executives) and then there are influencers (no, not like the ones on Instagram). An influencer within a decision-making process is a person that is involved in the research phase, like an admin assistant or lower level manager, and although they may not make the final decision on their own, they have a lot of power to influence by providing specific recommendations and suggestions.

Really, your B2B SEO efforts should target the influencers that would be doing the actual searching for your product or solution rather than just the executives that are most likely involved later in the decision making process.

Myth: Mobile Isn’t as Important for B2B as it is for B2C

Truth: 50% of B2B search queries are made on mobile, and this percentage will grow to 70% by 2020.

B2B SEO Myths

Being mobile friendly is important in all industries—it’s the largest source of traffic in nearly all of them.

Unfortunately, many B2B websites are behind the times in design and SEO, even for the desktop, but especially for mobile. A large percentage of B2B sites either have clunky mobile sites or don’t have a mobile version at all.

Most executives and many mid-level managers have company-issued smartphones or tablets and they regularly use them to conduct business, especially if they are on the move a lot. Not just for calls, but also for online research and sometimes even to make purchases for the company.

If your B2B company doesn’t offer a user-friendly mobile site, you may be missing out on business from modern workers that prefer to use their mobile devices and tablets while on the go. [Click here to read more about why B2B SEO is important in the first place.]

Myth: I Just Need a Ton of Content, As Quickly As Possible

Truth: Content for B2B SEO strategy should focus on quality, not quantity.

Content is an extremely important piece of the SEO puzzle, and there are many rumors and untruths around what works and doesn’t. Some believe loading up a ton of mediocre content packed with keywords is all it takes to win. This tactic may have worked one point in time, but random keyword explosions all over your website isn’t a winning strategy anymore. [Read tips on selecting your targeted keywords here.]

B2C relies on making quick, personal connections and triggering emotional responses to get people to purchase on the spot. The goal of an SEO content strategy is usually to rank highly and get in front of as many eyes as possible to raise the likelihood of people making a purchase.

B2B is less personal because the product will typically be utilized by a company instead of a specific individual. SEO is less about getting in front of as many eyes as possible and more about really trying to find the specific sets of eyes that need your product or service the most. Keep in mind that B2B isn’t an overnight win, for B2C or B2B.

How to Pick the Best Digital Marketing Agency for Your Company
With the extended length and complexity of many B2B sales cycles, the focus for content should be to provide a ton of value and educate your searchers on how your product or service will solve problems for their company. The primary goal of your B2B SEO content strategy should be to build trust in order to generate and nurture leads to eventually speak to your sales team.

3+ Social Media Tips for Manufacturers

Historically, manufacturing companies have been known to heavily utilize one-way advertising including TV and radio ads and billboards, as well as offline face-to-face interactions and word of mouth. These may still work to an extent, but they are limiting in how far they can reach.

An active social media presence allows manufacturing companies to reach a wider, more receptive audience than traditional marketing. Consumers are spending the majority of their time online. When they are looking for project ideas, answers to questions, or firms to partner with, they are turning to their online communities to find information and engage in conversations. Make sure your firm isn’t overlooked by putting the following social media tips for manufacturers to work.

1. Build Lasting Connections by Being Engaged in Industry Conversations

The manufacturing industry is constantly evolving. The professionals involved have great stories to tell whether they’re about exciting industry innovations, successes throughout projects, or admirable firm culture. There are many ways to engage with your industry and your target audience using social media; here are a few.

LinkedIn for B2B is always a good idea. Checkout out our LinkedIn Marketing guide.

Provide Educational Content on Regulation Changes

Regulations are constantly changing in the manufacturing industry. Social media is a great medium to have discussions on how to best handle those changes. Make an effort to become actively involved in Groups on LinkedIn or Facebook that address regulations specifically.

Once you’ve started to build a reputation as a thought leader in your Groups, begin creating educational content such as blogs, videos, and infographics that will help others address the regulatory compliance issues your team has conquered. Share these resources in your Groups as well as across all of your social media channels in order to spread their potential impact to a wider audience.

Show Off Your Successes

Another one of our favorite social media tips for manufacturers is letting your clients and prospects know exactly how successful your firm is when it comes to completing projects and staying ahead of your competition. In a way, social media was designed around the idea of showing off a bit, and it’s a great medium to demonstrate your full capabilities. Here are a few ideas to get your humble brag motors turning:

  • Display beautiful photography of your finished work on Instagram, Pinterest, and Houzz
  • Boast about your team’s diversity and inclusion efforts on Instagram
  • Do “sneak peek” walkthrough videos of completed projects for Instagram and Facebook
  • Demonstrate how your firm is innovating using exciting, new tech on LinkedIn

Marketing ideas construction and engineering

Drive Referral Traffic

According to Econsultancy, LinkedIn, Twitter, and Facebook account for 90% of all social referral traffic to business-to-business (B2B) websites, with LinkedIn accounting for more than half (64%). Being engaged regularly on these platforms will keep you visible to your target audience. Even if they don’t need your services right now, they’ll know where to find you when they do in the future. Here are some additional post ideas for LinkedIn to inspire you

2. Get Creative with Video Across Different Social Channels

When it comes to social media tips for manufacturers, video is a must. Video is one of the most powerful marketing tools of our time. It helps draw in new followers and is an exciting way to provide valuable content that actually gets viewed. If you aren’t currently using video in your social media marketing, here is what you are missing:

  • Video content is the best performing content type on social and can help to increase brand awareness, interest, and conversions. (SocialMediaToday)
  • Views of branded video content increased 99% on YouTube and 258% on Facebook between 2016 and 2017. (Wyzowl)
  • On Twitter, a video Tweet is 6x more likely to be retweeted than a photo Tweet. (Wyzowl)

Video production doesn’t need to be extremely technical or time-consuming. According to HubSpot, 56% of all videos published in the last year are less than 2 minutes long, which happens to be the sweet spot for maintaining viewers until the end. Here are a couple of ideas to get you started with video marketing on your social channels.

Live Stream to Provide an Inside Peek at Your Operations

Outsiders probably don’t know what the day to day looks like in manufacturing. Even your current clients that meet with you regularly may not fully understand how you make decisions and problem solve. Manufacturing can be quite technical in nature so providing a raw, real-time inside look gives it a human touch and makes it more relatable.

Live stream content is not only interesting but also beneficial to your curious clients and future prospects as it increases transparency and builds trust with your brand. It is a great way to get useful information to your followers in a way that is easily digestible.

There are many platforms to choose from for streaming. It may be worth it to diversify across several to target different types of audiences. Between four of the major players, Facebook, Instagram, YouTube, and Periscope, there are over 1.1 billion hours of video watched each day.

On several platforms like Facebook and Youtube, when you start a live video, automatic notifications are sent out to pull in followers as you are streaming. A good practice while streaming is to have a moderator prepared to keep an eye on the live chat and respond in real time to questions or comments.

Easily Start a Vlog (Video blog) on YouTube Reusing Your Blog Content

80% of people now prefer videos over blog content and social media posts. All of those people may be skipping past the wealth of information in your blog simply because they’d rather watch or listen to it than read it.

marketing ideas construction engineering

This effort can be as simple as recording someone reading the information out loud. This is a bit more like a podcast because there isn’t a lot of visual value and will be a quick effort but doesn’t take full advantage of the power of video.

To really add value, you could bring in a designer to create a simple but engaging animation that demonstrates visually what is being said in the audio. Another popular strategy is recording a person explaining the content (memorized snippets of the blog) along with intermittent animation overlays to help demonstrate specific points.

3. Amp Up Your Social Media at Expos & Trade Shows

Trade shows and expos can be a powerful marketing and sales channel that allows for informative face-to-face interactions with current clients and potential prospects. In fact, 88% of exhibitors participate in trade shows to raise awareness of the company and its brand.

The key is getting attendees to not only notice your booth amongst hundreds but to be interested in what you have to say or offer. You can use social media to create a buzz and keep people informed throughout the show.

Use SnapChat Geofilters to Draw in a Crowd

You don’t have to have the biggest, most expensive display but everybody knows the booth at the show with excitement and a crowd draws in even more curious people. At your next trade show, utilize a SnapChat geofilter. This can create interest and draw people already at the show to your booth.

You can set your filter for the timing of the show and confine it to the specific location in and around the venue. You can utilize several pre-made SnapChat templates, or if you want to make sure it’s fully branded have your designers create a custom filter. It just needs to follow SnapChat’s custom creation guidelines.

Include your recognizable branding and your precise booth location so people can easily find you. Provide a reason to come to your booth, such as a free t-shirt or some other kind of swag. Most importantly, make sure when people do come to your booth, you help them take pictures using the filter and share to their networks.

Don’t know how to get started with this? It might be time to work with a digital agency. Learn more.

Live Tweet Q&A During On-site Presentations

If your business will be doing a live presentation or giving a speech, a Live Tweet Q&A is a great way to wrangle questions from your audience while also making them aware of your presence on Twitter.

This will require a well-advertised hashtag for questions to be submitted; make sure it is discussed prior to the speech beginning and is visible throughout the entire presentation.

For a smaller audience, you could have the speaker keep an eye on the hashtag and try to catch questions coming in real-time and work them into their presentation. But, this can be quite distracting for someone who isn’t well-versed at multitasking.

Another option is to have a moderator keep an eye on the incoming questions, they can sort them into categories, get rid of duplicates, and choose the best questions to be addressed at specified times throughout the presentation.

Pair this Q&A effort with a giveaway where a winner is chosen randomly out of new Follows from the audience throughout the presentation.

LinkedIn Marketing Guide

Conclusion

As you can see, there is a multitude of ways to creatively engage with and market to your target audience using these social media tips for manufacturers. The most important thing to remember is it is all about making and building upon connections and being present, so don’t go in halfway. Committing to being fully engaged on one channel is better than being partially present across several.

Why B2B SEO is a Long Game

There are a lot of opinions and misinformation around B2B Search Engine Optimization (SEO). There are people who will swear they’ve figured out the latest and greatest trick and can get any page to rank #1 in a couple of days. Then there are countless articles that lay out the best ways to bypass the rules and get ahead quickly. The problem with this kind of information is that it simply isn’t true. In order to really win, in a consistent and sustainable way, you have to be willing to commit to B2B SEO for the long haul. Here’s why.

how long does B2B SEO take

B2B SEO Cheating Doesn’t Work (for Long)

Google hires geniuses from all over the world. If you think you can outsmart Google geniuses and algorithms, you are probably wrong. There was a time when companies could pay for links or stuff a bunch of white keywords in white space on a page, and for a second, tricks like that might have given them a boost.

A solid B2B SEO plan is part of the modern marketing philosophy. Learn more in our post.

However, Google stays ahead of the cheats these days. They keep their algorithms top secret and change them almost constantly. It is, of course, possible to understand some of the basic caveats of how to rank on Google, but ultimately, it’s a game where the rules constantly change. 

The best way to rank on Google is to become an authority in your particular niche. Create amazingly valuable content on fast, easy-to-navigate pages. Get the attention of others and build real connections to other highly ranked pages through links.

High Quality, Valuable Content Takes Time to Create

Content is valuable and helpful on its own, but pairing it with B2B SEO efforts can allow it to get out in front of a wider audience and to be discovered by more than just your biggest fans. Because of this, a lot of companies have jumped on the “content is king” bandwagon and decided to cannonball into the content marketing pool. However, many businesses look for a quick fix. They have untrained people whip up (or even plagiarize) a bunch of short articles for cheap and wonder why it doesn’t move the needle.

These tools can help you up your SEO and content game. Check ’em out.

Writing for SEO takes training, talent, and focus plus a little science and math. And while you might have excellent writers ready to churn out blog after blog, they may not have the appropriate skills when it comes to writing for SEO.

Content is one of those areas where you’ll get out what you’re willing to put in. If you want to pay $10 per article, chances are you aren’t going to get great writing, much less content that will be truly valuable.

If you’re willing to invest time and capital in a writer who can learn your business and properly convey your value prop with well-researched, informative content, you might be able to get somewhere.

How Long does B2B SEO Take

The writer is just one example. The same goes for video content, design, podcasts, etc. Don’t expect expert output from novice talent.

B2B SEO Optimization Doesn’t Happen Overnight

B2B SEO optimization in and of itself can take a bit of time. If you’re starting from scratch, you’ll have a lot of learning to do. Even if you bring in a professional, there will need to be a full sweep of your site and content. Some things may need to be completely re-written, some will just need to be optimized, new items will need to be created. There are a lot of little details that go into SEO that simply take time to get through.

How to Pick the Best Digital Marketing Agency for Your Company

Time to “win” really depends.

The one thing that many different authorities on the topic tend to agree on is that it typically takes between 4-6 months to see results fromB2B SEO. The reality is no site is exactly the same (or they shouldn’t be anyways because that is against the rules) so it’s nearly impossible to predict exactly how long it might take to reach your particular SEO goals. The best hope to hold onto is that once you do start to see results, they tend to continue to grow moving forward as long as you keep making fresh content and continuing to optimize.