Online Marketing for Exporters
Inspiration specialises in working with exporters to open new markets. We are on the approved panel of suppliers of online marketing and web development services for Enterprise Ireland. Typically we work with customers who are manufacturers or software-based companies, with 10 or more employees and a Turnover of 1 million or more. Usually our clients are selling on a B2B basis. We also work with High Potential Start Up businesses (HPSU’s).
Here’s a few insights from our experience
The Internet as a Research Tool to Source Suppliers >>
CEO’s often feel that their product or service is too specialised to sell over the net and in many cases, they are right. However the internet is a key tool for researching B2B suppliers so it’s important that your business has visibility in Google. Check out the actual number of searches for your product or service in Google in the target country and you’ll see the scope for generating enquiries through online marketing.
Localise, Optimise! >>
Companies resist translating their websites into other languages on the basis that “English is the Language of Business”. However when we have compared search traffic in English for many industrial products versus search traffic in the local tongue e.g. German, often the foreign-language searches are far higher – so why target the less active search traffic?
Years ago I remember in Tech classes we were thought “Garbage In Garbage Out” and the same is true of your web presence – what you put in you get out. So poor, outdated content with no-one responsible for updating the site will reap few rewards. Find someone who can write fluidly, make them responsible for increasing traffic and enquiries and let them do a report on progress each month – and watch the traffic and the team-member flower!
Track Inbound Telephone Calls >>
For most of our customers, what they want – what they really really want – is a telephone call from a prospective customer. So we make sure that number is right at the top of the homepage. But there’s not much point in only tracking online enquiries each month if that’s what you’ve done – you’ll be missing possibly half of your responses! Use a different telephone no. or have the source of the enquiry collected at the outset – and be aware of situations where the sales team may be incentivised not to track this effectively!