Marketing Scorecard Report: 0/100


You’re covering the marketing basics but still leaving a lot on the table for improvement. The good news is you’re likely doing better than most of your competitors. The bad news is there are a few small things you could be doing that could greatly improve your marketing efforts.

Read on below to learn what you can do to improve


Website Engagement:

  • Mobile-friendly site
  • SSL secure site
  • Up-to-date services and product offerings

Areas to improve:

  • Make sure your website is mobile-friendly

    In today's mobile-driven world, having a responsive website has become increasingly important, and for the last couple of years, it’s been an absolute must. If your current website isn’t mobile-friendly, you’re long overdue for an upgrade.

    You can check if your website provides a good experience for smartphone and tablet users through Google’s Mobile-Friendly Test.

  • Better security with SSL

    Since January 2017, Chrome has begun showing warnings on websites that collect credit card and password information but don’t have HTTPS. While this change won’t affect a standard B2B website, it shows a trend by large tech companies like Google and Facebook to make the web a more secure place.

    Considering that in 2016 Google also started looking at HTTPS as a ranking factor in the search results, securing your website with an SSL certificate is becoming increasingly important, and you’re better off being ahead of the curve than behind it.

    Suggested Reading: HTTPS – a new way to rank?

  • Make sure your website is up-to-date with your manufacturing business

    We like to say that your website is never done. It should always be a work in progress. As your business evolves and grows over the years, your website should evolve with it to accurately represent the story and benefits of your business - for instance up-to-date reference on your equipment and capabilities

    It’s easy to neglect your website when you get busy running your day-to-day operations, but it’s also important to consider how it should change when you make adjustments to your strategy or service/product offerings.

    Suggested Reading: The Manufacturing Website: Four Ways to Do It

    Also Watch our Video: The 7 Essential Features of a Manufacturing website

Inbound Marketing:

  • Active blog - at least 2 new articles per month
  • High-quality links from other websites
  • Write at least 1 guest blog per month

Areas to improve:

  • Write at least 2 articles on your blog per month

    Content is one of the best investments you can make in the long-term health and success of your online presence. It essentially functions as the fuel for your marketing engine. Without consistently producing new content, you’ll find that many of your marketing activities get delayed or don’t get off the ground at all.

    Blog articles give you more content resources to draw upon for your marketing efforts, but each article also functions as an additional opportunity to bring more organic search traffic to your website.

    Watch our Webinar: How content marketing can help grow your business

    Also see our article: 10 low cost content creation tools for manufacturers

  • Build high-quality links from other websites to your website

    Search engine optimization (SEO) has been a crucial part of online marketing for years and will be for many more to come. It’s very important to make sure your website is correctly optimized for keywords that are relevant to your business - for instance specific manufacturing capabilities. But on top of that, you need to work on building links from other high-quality websites to your site.

    In short, search engines view these inbound links as votes of confidence in the quality of your website. The more quality links you have, the more likely your site is going to rank high for its target keywords. If this sounds confusing, watch our Webinar on the fundamentals of SEO.

    Also, read a Case Study: East Coast Repair and Fabrication increases organic search traffic by 150%

  • Write at least 1 guest blog article on another site per month

    This is somewhat related to the item above, as it is often used as a tactic to earn new inbound links. But by writing a blog post for another website in your industry, you get the added benefit of being exposed to an audience you wouldn’t normally reach.

    Our SEO webinar goes into this in a bit more detail so you can understand how a little work can go a long way

    Watch Pronto's SEO webinar

    Download our Ebook: How SEO Works

Funnel Conversion:

  • Calls to action pointing to Landing Pages
  • Conversion path for different sales funnel stages
  • Website pages work toward achieving your goals
  • Use eBooks or downloadable offers to collect leads
  • Newsletter subscription offer

Areas to improve:

Outbound Marketing:

  • Email campaigns for targeted audiences
  • AdWords to generate more traffic and leads
  • Retargeting campaigns

Areas to improve:

  • Build relevant email campaigns for targeted audiences

    Email is still one of the best ways to reach your prospects and customers to provide them with information about your business.

    On a basic level, this means making sure you’re sending out an email newsletter each month. Beyond that, you might also want to send out emails to specific segments of your audience. Maybe you send an email to prospects that have gone cold, encouraging them to reconnect with your sales team. Or perhaps an email to clients letting them know of new capabilities or manufacturing equipment you've acquired.

    Reaching out to your audience on a more specific, personal level leads to a greater chance of starting a conversation with those people, and from there, you can steer that conversation toward a sales discussion.

    Suggested Reading: 14 Tips for Effective Email Marketing

    Also Watch our Video: You (Probably) already have everything you need to launch a B2B marketing campaign

  • Use AdWords to generate more qualified traffic and leads

    If you’re looking for a quick bump in traffic and leads, AdWords is the fastest way to accomplish this. With Google’s paid search advertising platform, you can put your business at the top of the search results right when your prospective clients are looking for help.

    Building a successful AdWords campaign can’t be done overnight. It’s a continual process that involves analyzing data and making adjustments to your strategy. But when done correctly, it can be a dependable, consistent source of new leads. If that sounds like a lot of work, we can create and manage your campaign with our AdWords Management service.

    Suggested Reading: The Business Owner’s Guide to Google AdWords

    More suggested Reading: How to Create an Effective Manufacturing Paid Search Campaign

  • Invest in retargeting

    If you’re putting time, money or resources into any sort of marketing, you should also consider launching a retargeted ad campaign. Retargeting allows you to display banner ads to people who have previously visited your website as they browse other sites across the web. If you’ve ever viewed a product on Amazon and then see ads for that product on another website, you’ve been retargeted.

    Most website visitors don’t convert into leads on their first visit to your site. But with retargeting, you get a second chance at that conversion by remaining “top-of-mind” as they browse the internet.

    Suggested Reading: Retargeting helps you reclaim lost leads

    Also Read: How to Make Money with Online Lead Generation

Execution & Measurement:

  • Ongoing tracking of traffic, keyword ranking and leads
  • Call tracking to connect phone calls with online campaigns
  • Planned execution strategy

Areas to improve: