Industrial Buyers Want Targeted Results
A lot of companies within the industrial marketplace ask me ”How can we get to the top of Google for our products?” They want to be found for search terms like ‘pumps, valves, heat exchangers, mixers, drives, PLC’s or power cables’.
Try this: search for pumps in Google and you will see the first 10 results of about 63,700,000 results. Yes, 63 Million results! That’s a lot of competition. You will also notice that you are also competing for positioning against shoe stores for ladies ‘pumps’.
It’s not impossible to achieve page 1 positions for pumps but it will require a whole lot more than great content, good website structure and a couple strong links.
Would you like to hear a strategy where it is easier to get page 1 positions, more targeted traffic, awesome conversion rate and better profits?
We have used this strategy for clients that service the MRO (Maintenance, Repair and Operations) market place and it’s changed the way these companies operate today.
This strategy is not rocket science. It’s pretty obvious and plenty of companies have been able to pluck the low hanging fruit while their competitors are fighting over broad terms that deliver visitors that don’t convert very well to customers.
Get ready for this, this is gold…
Imagine you are the resident field engineer on a gold mine. A worn slurry pump needs to replaced. You are responsible for the ongoing maintenance of the mine and are well aware that every hour the plant is shut down due to a pump being out of action the plant is losing money and lots of it. What do you search on Google to replace the slurry pump?
‘pump’?
Not in your dreams.
Do you search ‘slurry pump’?
This search is better than ‘pump’ and will deliver a more targeted pump, but you can’t replace the existing slurry pump with any pump, you need a pump that is going to replace an existing pump Not only do you need the same type of pump, you need an exact replacement because if the dimensions and ratings are not exactly the same, the replacement pump is not going to fit as it should and your plant is down for longer, losing far more money than 10 pumps would cost. What you are going to do is find the ‘nameplate’, write down the manufacturer and model number, load up Google and search for a ‘sureflow 3000F‘.
How much competition is there for ”sureflow 3000F’ ? Only about 120 results. If your company is on the first page of Google for “sureflow 3000F” you are going to get an urgent RFQ from an engineer who needs that pump like yesterday.
Guess what? The price of the pump is not all that important, if you can deliver on time the price is hardly a consideration.
Have you seen the power in the above scenario? You are going to get an order quickly and you can name your price, don’t bother to sharpen your pencil. That my friend is gold and only a few of your competitors are using this strategy.
I’ve seen this strategy with pumps, valves, PLC’s, drives and heat exchangers. There are 4 really important things to notice here…
1. People searching pumps are a targeted audience, but they are no where near a purchasing decision if searching for ‘pumps’. They are still researching and looking.
2. The competition is crazy for ‘pumps’.
3. Even if you did get a top position, you would get lots of traffic but no much interaction that leads to a purchase.
4. The more specific you are, the less visitors you attract, the better the conversion, the higher the profit margins, the quicker the order process.
I hope you get the idea. There are many ways to get targeted people to your website when they are looking for your products when they need it. That is why search engine marketing is so effective, you can leverage targeting and timing together, they are coming to you at the exact time when they need your product. Powerful if you grasp it.
If you want targeted results for yourself, or if you’d like to chat, email me and I’d be happy to help. Contact Me
