This week, we continue to describe the 5 highest marketing priorities according to TREW Marketing, a full services marketing firm that focuses specifically on engineering and scientific companies, who gave a great session on Alliance Day.
3. Search Engine Marketing
Search engines are most popular tool for engineers and scientists to research a topic. Yet, over half of the Alliance Partners surveyed are unaware of their search engine performance for key terms that describe their products and services. There are basically two approaches to search engine marketing:
- Natural relevancy – is the search engines own ability to identify and rank the content from your web site. Basically, you are looking for ways to optimize the content on your web site including metatags, page and section titles, even your web address. You can also improve your ranking by having your content linked to from other site (e.g. ni.com).
- Pay-per-click advertising – again there is a lot of material out there on this topic. It starts by picking good keywords. More likely a combination of key words that narrows the respondents to those that would legitimately be interested in your products and services.
There are entire presentations on this topic (including one given on Alliance Day). I’ll try to summarize the content from that session in an upcoming blog post.
4. Leveraging NI Marketing
National Instrument provides a number of ways for Alliance Partners to marketing their products, systems, and services. Yet, over 70% of those surveyed do not believe that they are taking full advantage of these opportunities.
- The Alliance Directory – This is the central repository for information about Alliance Partners and their products systems and services. For more information on how to keep it up to date, click here.
- New Community Tools – At NIWeek, NI announced new tools in our on-line NI Community that greatly enhance Alliance Partners capabilities to promote themselves on ni.com. By creating a ‘group’ for their company, they can add ‘documents’ for their complementary products, systems, services and solutions. Unlike using the current Alliance Directory profiles (which are limited to text descriptions), Alliance Partners can add graphics, videos, pdfs, and examples to enhance their descriptions.
- NI Campaigns and Product Marketing – Of course, NI has its own marketing campaigns and activities. So, if you can help extend NI’s platforms or demonstrate how their use in customer solutions, then may be interested in highlighting your content. TREW Marketing recommends that you build relationships with the key stakeholders for those business areas. And be ‘marketing-ready’ if NI shows interest.
Last, but not least, TREW Marketing recommends that Alliance Partners use an e-newsletter to nurture leads for the long-term. By staying in regular contact with your customers, you can stay on the top of their minds. And by going electronic, you can drive them back to your web site to leverage existing content as well as measure traffic and response. Similar to design concepts for your web site, your e-newletter should have a clean design, headings that grab your attention, and concise content with links for more information.
Thanks again to our friends at TREW Marketing for sharing their insights. If you would like further information about their presentation or assistance with your own marketing efforts, contact them at trewmarketing.com.