Ask the Expert: Internet Marketing

Manufacturing & Technology Magazine December 2005

Q. I keep hearing about Pay-Per-Click advertising for the promotion of our business via the Internet. Can we measure the results? What should manufacturers look for in selecting an Internet marketing vendor?

A. According to Aaron Kahlow, vice president of BusinessOnLine, responsible for more than 400 manufacturing websites, “In the last 10 years, hundreds of manufacturers have said they don’t know what to look for in an Internet marketing vendor, which makes it impossible to compare firms equally. They equate the process to searching for a mechanic without any knowledge of a car’s engine.” BusinessOnLine developed the following checklist to compare vendors side-by-side to truly understand their area of experience, level of expertise and ability to easily communicate the nuances of Internet marketing.

• Strategy: Ensure the firms have marketing personnel and strategists capable of building a long-term solution for your Internet marketing goals.
• Search: Remember that you need a search engine specialist with a long record of delivering top results and is solely dedicated to getting you great placement.
• Design and Architecture: Great design aesthetics don’t always lead to functioning websites. Design and architecture must work together at the intersection of form and function. Make sure a firm can deliver a usable website solution that increases conversions.
• ROI: Return on investment is crucial in the evaluation process. If a firm can’t give you an average ROI from their customers (increased conversions; improved lead generation) you should approach with caution.
• Credibility: Make sure a firm has a long track record of success with manufacturers, case studies for review, and a list of references – without them, you may not get what you need.