Many manufacturers are so invested in producing the most technologically advanced products that their website takes a backseat. Your website might be missing the mark completely when it comes to functionality. You should be moving away from viewing it as an online showroom and toward making it a dispensary of content that will give your prospects the information they need to solve their problems, generating leads in the process.

1. Building a Better Website:
Lead Generation through Your
Content Marketing Hub
A CoreElement Industry Insight
photo credit: USAG-Humphreys via photopin cc
image altered via blur, saturation, brush strokes

2. Contents
1
1. Introduction
2. The Changing Role of Your
Company’s Website
3. Going Mobile
4. What Makes a Mobile Site Different
from a Traditional Site
5. Website Checklist
6. Major Overhaul or Just a Tweak?

3. Introduction: Your Company’s Website
2
While social media
might be flashier,
or email marketing
might be simpler,
your website remains
the centerpiece of your
marketing strategy.

4. The Changing Roles of Your Company’s Website
3
Content
Marketing
Create and share content that directs
people to your site where they are
converted into customers.

5. The Changing Roles of Your Company’s Website
4
Content
Marketing
Prospective customers identify
themselves by providing their
name and email address
in exchange for additional
content...
...becoming leads.

6. The Changing Roles of Your Company’s Website
5
Gated
Content
Using gated content – content
that leads can only access by
providing more information, such
as company sales or number of
employees –
– helps qualify your leads.

7. Website Design & Function: Mobile Site vs. Traditional
6
Traditional Sites
Mobile/Responsive Sites
• Designed to be
viewed on a
standard computer
screen.
• Designed to be
viewed on all screen
sizes
• Can be cumbersome
to navigate on smaller
screen.
•
Easy to navigate on all
devices- from mobile,
to tablet, to laptop,
to desktop.

8. Website Design & Function: Mobile Site vs. Traditional
7
According to the recent study conducted by Google:
61%
of users said that 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
50%
of people said that even if they like a business,
they will use them less often if the website isn’t
mobile-friendly
48%
of users say they feel frustrated and annoyed when
they get to a site that’s not mobile-friendly
52%
of users said that a bad mobile experience made
them less likely to engage with a company

9. Website Design & Function: Mobile Site vs. Traditional
8
Mobile-users are looking
for information that can be
accessed quickly and easily,
especially while on the go.

10. Going Mobile
9
67%
of mobile users are more likely to
buy from companies with a
mobile-friendly site.
The mobile era of
industrial marketing is here.

11. Going Mobile: The Generational Divide in Cell Phone Usage
10
American cell phone owners who use their
phone to do the following, by age group
100
97%
18-29
30-49
50-64
65+
94%
84%
80
75%
73%
72%
60%
60
45%
40
43%
35%
19%
20
17%
0
Send/receive
text messages
Source: Pew Research, Statista, Mashable
Access the
internet
Send/receive
e-mails
Businesses are viewing
your website on
their smartphones,
regardless of
their age.

12. Going Mobile
11
Considerations when developing your mobile/responsive site:
1.
Keep it simple and straight-forward
2.
Make it easy to navigate
3.
Ensure your site loads within 3 seconds
4.
Avoid Flash, popups, tabs and drop down
menus which won’t render well, if at all,
on a mobile site

13. Website Design & Function: Checklist
12
6 Essential elements for industrial manufacturer’s website
1.
A complete and accurate list of
your products and services
2.
A reason to come back
3.
Your contact information
4.
Company information: About Us
5. Certifications
6.
Mobile capability

14. Website Design & Function: Assess
13
Does your website need
a tune-up or is it time to
rebuild the engine?
If your website is just an
online brochure, it’s a
liability. Know it or not,
it’s already costing you. It
may be time for a major
overhaul of your site.

15. 14
Marketing Strategy & Planning
CRM Implementation & Administration
Marketing Automation
Lead Generation / In-bound Marketing
Content Creation
Social Media
Website Design
Search Optimization
Email Marketing Campaigns
Tracking: Statistics & Analysis
CoreElement creates and implements
effective industrial marketing programs for
manufacturers that leverage the power and
intelligence of the internet.

16. Current Industry Insight Library:
US Manufacturing Snapshot: Q4 2013
Social Media Marketing:
Using Technology to Generate B2B Leads
Building a Better Website:
Lead Generation through Your
Content Marketing Hub
Marketing Automation:
A How-to Guide for the 2014
B2B Marketing Pro
US Manufacturing Snapshot: Q3 2013
Leveraging Technology: Lead Generation and
Marketing Automation
Bridging the Generation Gap:
Choosing the Content and Delivery for
Your Industrial Marketing Message
Visit Core-el.com for the full Industry Insight
on Building a Better Website.
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Call: 216-400-8201
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sales@core-el.com
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