2 Marketing Tactics to Knock Off Your Industrial Competitors

use pillar pages for industrial to create a digital moatThat is…”knock off” your competitors from Google’s first pages.

Understanding two online marketing concepts, pillar pages for industrial & content saturation, can give your industrial company a huge competitive advantage.

Bear with me for a while and I will explain how the industrial marketer that embraces these two marketing tactics will benefit from a digital moat his competitors will find difficult to cross.

PILLAR PAGES FOR INDUSTRIAL

First, let’s discuss pillar pages for industrial and why they are so important to your online marketing effort.

Google, in their infinite wisdom, continues the goal of creating the best possible user experience for their customers. You have experienced it.  Think about the results your searches rendered 5 years ago compared to the results you expect today. You simply get better information and it is quick.  Amazingly quick.

Here’s how things are changing in the search world.

Google used to rank your pages using keywords. The results you enjoyed were sometimes relevant and sometimes not so good, depending how close your requested keyword was to actual answer you were looking for. Now Google ranks your webpages around topic-based content, not keywords.

As before, Google dictates how your content should be structured on your website.

When I first started Market Pipeline we could gather critical keywords from our clients, do some keyword research and strategically load those keywords into the webpages and botta bing…the webpage was ranked well.

Now the search for information is generated in a completely different manner. Now searchers are mobile, so results have to be returned in a smaller format. Now searchers ask the search engines as if they are talking to their best friend, “Siri, can you tell me who has the most inventory of Falk speed reducers?”  “OK Google, where can I get my Baldor motor repaired?” (Of course, Google knows exactly where you are and renders the right answers based on your location).

Google continues to update their search algorithm to focus on understanding the specific intent of your search. At what location are you searching from? What exactly did you mean?  Are there other related topics that you might be interested in? Can Google provide a quick snippet of information, rather than long page of search results, such as the one below.

using pillar pages for industrial to create snippets

Just 2 years ago, the CEO of Google said that 1 in 5 searches were on mobile and voice activated. That should be a red flag for all industrial marketers.

In other words, our marketing efforts no longer focus on company or product-specific keywords as we did 5 years ago. Now, Google wants us to focus on topic clusters built around pillar pages.

One the very sharp marketers at HubSpot, Sophia Bernazzani, boils down the concept of pillar pages:

A pillar page is the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page. Pillar pages broadly cover a particular topic, and cluster content should address a specific keyword related to that topic in-depth”.

Given Google’s methodology of using pillar pages and related back links: “Who supplies Falk speed reducers?”, “Where can I find a used speed reducer?”  “I’m looking for new or used Falk 5DTC reducer”…Google has the opportunity to render the most appropriate answer using artificial intelligence in their algorithm.

So, after my brief explanation I would ask you, “Is your website built around pillar pages or keywords?  Are your primary competitors’ websites built around pillar pages and topic clusters or keywords?

Chances are you answered negative in both instances. And, that is the first marketing tactic that can give you a significant competitive edge over your competitors as your younger audience becomes increasing dependent on the web for everything, including industrial sourcing

So…the good news is you can easily re-architect your website around pillar pages and benefit from more traffic and potential lead generation.

For more information about topic clusters and pillar pages, read HubSpot’s marketing blog, 5 Pillar Pages Examples to Get You Started With Your Own:

LACK OF CONTENT SATURATION

Now, let’s move on to the second marketing tactic that can give your industrial company a decided edge, a lack of content for industrial marketers or content saturation.

Use Content Saturation to Own Your Industrial Niche

Based on what you already know about pillar pages, topic clusters and keywords, I am sure you realize most industrial marketers are far behind when it comes to leveraging the web for top-of-mind awareness and lead generation…whether using keywords or pillar pages…i.e. content (blog posts, e-books, spec pages, white papers, etc. )

For illustration purposes type into Google, “where can I get my Baldor motor repair”. Notice the lack of any company or topic consolidation in the return page. I know of several Baldor motor repair service centers in the Kalamazoo area and none are listed on the first page. Yes, several of the manufacturer’s webpages are listed, but the web user does not care about the specifications or the price.  They want their Baldor motor fixed right now.

This is a perfect example of the lack of content for this specific search request…i.e. very low content saturation.

Now go to Google and type in, “who has the most inventory of Falk speed reducers”?…a typical request from someone needing multiple Falk speed reducers.  Notice that www.mardustrial.com dominates the first page with the top 5 positions. Notice the URL addresses of each return. Google has rewarded Mar-Dustrial with top position, because they have given the web user the content they need.

In this case Mar-Dustrial create a pillar page (either by design or by accident) about “falk-speed-reducers” and with related topic clusters, such as “inventory” or “power transmission” linked to it.

Can you say “brand awareness”?  How about, “lead generation”?

My point is this:

Most industrial companies are 10 years behind when leveraging the web for top-of-mind awareness and lead generation.

I predict the industrial companies that embrace the changing search landscape, pillar pages for industrial and a lack of content in their industrial sectors, will emerge with a significant digital moat around their business.

For more info on what The Repp Group can do for your industrial marketing & lead generation…CLICK BELOW

Author: Tom Repp

A traditional industrial marketer…now a passionate evangelist for leveraging the digital channel for lead generation.

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