2015 Control System Integrators Digital Marketing Benchmark Report
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Transcript of 2015 Control System Integrators Digital Marketing Benchmark Report
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Assessing the state of online marketing in the control system integrator industry...
We randomly selected 100 North American Control System Integrators.
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The study focused on 32 metrics within 5 major performance groups...
Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?
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The study focused on 32 metrics within 5 major performance groups...
Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?
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The study focused on 32 metrics within 5 major performance groups...
Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
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The study focused on 32 metrics within 5 major performance groups...
Social Media: Does the website connect with multiple, active and engaged social media channels?
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The study focused on 32 metrics within 5 major performance groups...
Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?
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The CSI Industry Lags Behind
When compared to other B2B
industries, Control System Integrators lag
overall and in every individual
category.Design & Usability SEM Content Marketing Social media Marketing Funnel
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Digital Marketing Performance
System Integrators B2B Industries SI Avg B2B Avg
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Websites Are Significantly Outdated
Technologies and messaging on CSI websites have not advanced with other B2B industries.
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Immobility
79% of websites are not mobile-friendly.
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Immobility
But Mobile Is Critical!
Mobile users overtook desktop in 2014.
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Immobility
Yes, Even In B2B
Mobile is preferred over the PC for executives conducting research during and after office hours, according to the IDG Global Mobile Survey 2014.
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Content Mismangement
Nearly half (48%) do not use a Content Management System (CMS).
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Content Mismangement
A CMS makes maintaining and optimizing a website faster, less expensive, and more scalable.
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In Search Of…
Control System Integrators are not leveraging search engines to generate organic or paid traffic to their websites.
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Authority
85% of websites have a Domain Authority below 40 (on a scale from 1 to 100).
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Domain Authority
Domain Authority
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Authority
A domain authority below 40 makes it harder to rank for important search keywords.
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Ad Block
Yes No
Just 3% of CSIs are advertising on Google’s search engine.
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Ad Block
A budget of approximately $100 per day could result in roughly 25 clicks and 3,000 search impressions per day.
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Unremarkable Content
Most of the content on surveyed websites was inwardly focused, providing little value to visitors in early buying stages.
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Unremarkable Content
As part of a comprehensive inbound marketing program, offering remarkable content is the foundation of higher ROI.
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Bloglessness
Two thirds of CSIs have no blog or news feed.Only 12% had a blog that published industry-focused content.
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Bloglessness
Hubspot’s State of Inbound Marketing report (2014 – 2015) shows that blogs clearly outperform other lead sources.
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Unsociable
Two thirds of CSI websites exhibited little or no social media activity.88% did not incorporate social sharing buttons.
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Unsociable
Social media was ranked the most important lead source.
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Leaky Funnels
System integrators are largely ignoring the top of the marketing funnel, focusing primarily on evaluation and purchase.
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Leaky Funnels
Offering content at every stage in the marketing funnel generates more leads.
• White paper• ebook• Kit• Tip sheet• Checklist• How-to video• Educational webinar
TOFU
•Product webinar•Case study•Sample•FAQ
• Data sheet• Demo
MOFU
• Free trial• Live Demo• Consultation• Estimate• Coupon
BOFU
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Calls to Action
84% of websites lacked compelling, visually distinctive call-to-action buttons.
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Calls to Action
Calls to action prompt visitors to take the actions that help meet your goals for success.
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Landing Pages
95% of websites failed to use landing pages, which contain an offer designed to collect information from prospects.
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Landing Pages
Landing pages are the front door to let prospects into your marketing funnel.
Download the Complete Report
Download the entire 33-page report, complete with marketing trends and graphs for all 35 criteria. Each result is presented along with a detailed explanation and tips for implementation and improvement.
www.authentiasoft.com/2015-csi