Is Your Website An Industrial Marketing Contradiction?


Your website used to generate leads. Today, not so much.

You know that your website is outdated, but you’re not doing anything about it. See a problem here?

There are many contradictions in life and industrial marketing is full of them. I have one more to add to the list.

66% – roughly two-thirds – of industrial manufacturers claim to use their website as a lead generator or sales tool, yet many of these sites are outdated and lack mobile capability.

How do I know this? We recently compiled the results of our international industrial marketing survey and found these opposing statistics to be quite interesting.

It’s no secret that industrial manufacturers have woefully outdated marketing programs, particularly when it comes to websites.

But nearly half – 46% – of respondents told us their website was over 2 years old. Quite frankly, that is inexcusable in this day and age. With marketing technology advancing as rapidly as it has, 6 months is an eternity. So what does that make 2 years?

It means many manufacturers are woefully behind the times. They are simply not making investments in their marketing technology, which stands in sharp contrast to the consideration that most manufacturing firms will happily invest in technology that goes into production processes and product quality.

If this isn’t bad enough, nearly 15% of respondents reported their website as being ineffective or embarrassing.

Your website should be the centerpiece of your marketing strategy. It is a reflection of your company. It should not embarrass you or be ineffective.

Your website provides the first impression that prospects have of you. You don’t want them to leave after a few seconds because your page took too long to load or didn’t display correctly on their mobile device.

Mobile, while we’re on the subject, is something your site must embrace. If you’re not ready, you’re behind. B2B buyers are behaving more and more like consumers, searching the internet from tablets and mobile phones.

I’ve referenced before the fact that 61% of users said if they were unable to find what they were looking for right away on a mobile site, they’d quickly move on to another site.

You don’t want that to happen.

Stop being a contradiction. Your website is important and needs to be a source of pride and a mechanism to generate leads.
Be sure to check out our white paper, Building a Better Website for more industrial marketing tips on how to modernize your website and put your best foot forward with prospects.

Photo credit: rich701 via photopin cc

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