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Metalworking Survey Supports Need for SEO in Industrial Sectors

We last documented in November 2015 about the importance of search engines in the success of digital marketing efforts for industrial companies. A more recent study, titled Metalworking Trends Survey, published by LoSasso, provides additional support for the importance of search engine optimization, social media, and industry-focused portals when trying to reach prospects during their buying cycle.

According to the study, two-thirds of all buyers surveyed conduct product research online to narrow their choices before contacting a salesperson.  Demographics no longer matter: Respondents ages 55 and older answered the same way as younger, tech-savvy participants. 

Having a great website that performs well in search engines and that is supported by social media activity is the new way that industrial companies are finding new customers.

 

In addition, 64% of those surveyed use online resources to start evaluating new metalworking equipment, tooling or software for purchase:

  • 26% use search engines
  • 14% utilize key supplier websites
  • 11% make use of industry-focused websites
  • 7% rely on online product review
  • 6% use industry-related forums/discussion boards

And, social media is becoming a bigger work tool:  45% of the respondents said they use social media, online forums/blogs for work-related activities.  Of those surveyed, 85% use YouTube and 56% use LinkedIn. 

And for those wondering how industrial buyers use search engines, it turns out you’ll need to focus your website on both branded and non-branded keywords. Of those questioned, 53% said they start their Internet search with general, non-branded terms vs. 47% that search for specific brands of products. That means that there’s a significant audience using search engines that would evaluate your products if they found your website.   

The survey reinforces what many of you already know: Having a great website that performs well in search engines and that is supported by social media activity is the new way that industrial companies are finding new customers. It’s time to take a hard look at your website, search engine optimization plan and social media presence to determine whether your company is well-positioned to take advantage of today’s industrial buyers. After all, that’s where your prospects are looking. 

Now that I’ve got your attention, it’s time to take action. Call 877-799-9994 ext. 2104 so we can get your online marketing plan on track with your potential buyers.