Energy Efficiency in Industrial Processes

Pump Marketing Solutions LLC (PMSLLC) is excited to announce a new strategic partnership with Energy Efficiency in Industrial Processes (EEIP). EEIP is a European organization whose sole purpose is to provide a platform for small to mid-sized companies and energy policy makers to share and distribute energy efficiency and sustainable manufacturing information. EEIP’s goal is to help improve the functioning of firms that differentiate themselves via energy efficient products/services.

Information Sharing & Internet Marketing — the Perfect Partnership

There is a huge demand to cut energy operating costs and power consumption resources. Many companies offer ways to optimize energy consumption for their products. Smaller firms with innovative products struggle to get noticed. Now North American small to mid-sized companies who provide energy solutions will benefit from the synergy of this strategic relationship. Both companies understand the challenges of small businesses and know what it takes to implement cost-effective technologies aligning customers with products/services that feature efficiency benefits.

“Partnering with PMSLLC not only enables us to expand our industry network to North America, but we are now able to offer our customers’ access to Internet marketing technologies tailored specifically to the pump industry, which is one of the largest industrial consumers of energy. PMSLLC is focused on providing Internet Marketing Solutions to small and mid-sized industrial pump, motor and compressor firms. This means they can help our customers perfect their websites to effectively market their products and services,” stated Juergen Ritzek, Business Director at EEIP.

PMSLLC’s President, Keith Gagnier, expresses the same partnership enthusiasm. “Pumps account for more than 10% of the world’s electricity consumption. Partnering with EEIP offers our markets an endless resource of information on efficiency improvements. Our joint effort is twofold; one, to share information and two, to extend client marketing reach for products/services that add value to the world by using less power”.

Learn More Today

Join the EEIP network at or contact PMSLLC to learn how this partnership will help your business.

About EEIP: EEIP uses communications, engagement, and best practices exchange to enable industry and policy to achieve higher energy efficiency and sustainable manufacturing while at the same time, enhancing industry competitiveness. In other words, they are improving the functioning of energy efficiency markets. The key to EEIPs success is their neutrality and innovative Go-Where-People-Are approach. As a decentralized platform, everybody can connect to EEIP wherever and however they want, from websites to social media, from newsletter to magazines, and from conferences to webinars. Currently, EEIP has surpassed 125, 000 network members.

About PMSLLC: Pump Marketing Solutions is an Internet marketing solutions provider dedicated to improving the findability and usability of industrial manufacturers and distributor websites to help them grow their businesses. PMSLLC uses data-driven processes that adhere to industry best practices, which allows them to provide marketing solutions that address each company’s specific goals. PMSLLC’s key to success is simple; they take their combined 35+ years of industrial sales and marketing knowledge and experience to develop in-depth marketing plans and tactics tailored specifically to industrial markets. Take the first step in improving your site and marketing campaigns – give PMSLLC a call today, 360.834.2780.

Distributor Guide to Website Success

Keywords, Search Engine Marketing, SEO, Site navigation, Strategy, User Testing

What is website success?

Website success means your site achieved its goals. For the purpose of this article, we’d like to focus on success that is measured by qualified lead generation – a goal 99% of our clients use – sounds simple right? Well it can be, but 3 things need to happen first:

You have implemented Search Engine Optimization (SEO) best practices. Meaning:
- Your site is found and indexed by search engines.
- Search engines rank your web pages on page 1 of a search results page.
- Your search snippets (page description) entice searchers to click through to your site.
- Your site provides searchers with product and service information relevant to their search inquiry.
You’ve user tested your website. Usability testing means your site meets the navigation and information needs of your prospects and customers.
You analyze website and competitor data on a consistent basis allowing you to make data-driven decisions about the site to ensure it meets set goals.

Website success: What it does for your business.

It generates a generous ROI.
It helps you better understand your target audience. Search engines provide gobs of very focused usage data, but it also gives your insight into:
- Human behavior as it applies to your business – this is important. What search patterns do site visitors use? What keywords do they use when looking for your products and services? How do they navigate your site? How long do they spend on the site? What are your most visited pages? Where did the visitors come from? And so much more.
- Competitor data that reveals their success in ranking for specific keywords, which ad campaigns they run and how successful they are and other internet tactics they deploy.
It pulls in leads that can be highly filtered to minimize and simplify response priorities.
It establishes company creditability and authority.
It warms up the customer experience by humanizing your website.
It provides you with market trends applicable to your products/services.
It builds and maintains brand recognition. And when accompanied by various marketing tactics and practices, will propel revenue.

What’s the process for developing a successful website?

Develop clear marketing goals – goals that are aligned with overall business goals. Ensure your website developer, graphics specialist, and internet marketing firm understand the goals and carry out their respective jobs with the intention of meeting those goals.
Understand customer expectations and develop your site based on their feedback. Searches have two sides; input and output. Search engines are becoming better at monitoring and understanding user behavior, and they are becoming very sophisticated at matching website content to searcher intent.
Understanding the keywords and phrases that drive qualified searchers to your site and ensuring all elements of your site (backend and frontend) are optimized and in synch. A search engine’s ability to match a searcher’s inquiry with relevant results depends on how well they understand a website’s content – this is where a lot of websites fail. If search engines can’t determine how to navigate your site and understand the information well enough to index and rank your site, prospects won’t find your site. How sad, since getting it right is a win for all players and the cost is low.

Get started.

So you may be saying, ‘this is all good for the big guys, but small distributors don’t have that kind of money,” which is a big fallacy. Optimizing your website, creating the ultimate user experience and analyzing the data does not require deep pockets.

Internet promotion, when focused on Company goals, provides you with the biggest bang for your buck. If you are still spending on exhibitions, print ads and paid directories, maybe rethink those activities by analyzing just how much business you acquire from each. You might have to reallocate marketing dollars, but you won’t be disappointed – the internet allows you to speak directly to your prospects and customers without excessive spending – the internet truly does level the playing field.

Sales and Marketing Partnership

Strategy

How to have an effective and successful sales & marketing partnership

Someone once told us that, “typically in the pump industry, the focus is always on sales.” Wouldn’t it be perfect if sales and marketing worked together to form sales strategies and go-to-market plans with the same goal in mind — meeting companies’ overall business objectives for revenue?

The following infographic illustrates how to achieve the best sales and marketing partnership for your organization. Just think how efficiently things would run and how successful the teams would be if both departments performed based on their respective job descriptions: Marketing provides sales qualified leads, and then sales converts those leads (prospects) to customers (sales) — all with the same end goals in mind.

Sales and Marketing Partnership Inforgraphic

Download a pdf of the infographic. You can also share this image on your site by embedding the code below into the HTML of your site.Please include attribution to www.pumpmarketingsolutions.com with this graphic. <a href=’https://www.pumpmarketingsolutions.com/staging/7948/sales-and-marketing-partnership/’><img src=’https://www.pumpmarketingsolutions.com/staging/7948/wp-content/uploads/sales-marketing-partnership.png’ alt=’Sales & Marketing Partnership Infographic’ width=’600px’ border=’0′ /></a>

As always, we welcome any and all comments and questions. And, if you need help defining roles, creating strategies, or developing goals for success, give us a call today, +1.360.834.2780.

Site Redesign & SEO

Search Engine Marketing, SEO, Site navigation, Strategy

Thinking about a website update? Don’t forget about SEO.

We are asked the same question time and time again from clients, “we just went through a site redesign and our Google Analytics stats are down — what happened?”

We usually come back with the question, “was search engine optimization part of your redesign project?” The answer usually is, “our web design firm said they performed SEO on our site.” But what we’ve learned is that typically means they simply filled in some basic metadata and that was it — far from the rigor SEO requires.

Unless search engine optimization is part of your project plan, it won’t get completed, or if it does, as we mentioned above, it is very limited. The problem with limited SEO is like building a pump or valve with missing or flawed components — the end or produced product is flawed.

What a lot of companies don’t realize is that SEO is a roadmap for search engines. It tells your site’s story and how to navigate it can be indexed and ranked for a spot on a search results page. In a nutshell, SEO is what drives visitors to your site and helps them easily find what they need.

If you’re not familiar with SEO, a basic breakdown of the elements are listed below. Our next series of blog articles will look at each element in greater depth, so you understand why it is important and best practices to apply it to your site.

SEO Elements

Keyword research: understanding the search terms potential customers use to find your products and services.
Backend data (metadata): applying keyword optimized information to the site’s backend code that meets search engine indexing and ranking factors.
Sitemap submission: determining if your sitemap is correctly submitted to the search engines to ensure they understand how to navigate the site.
Front-end content: ensuring each web page follows the rules of a well-optimized page (both from a customer and search engine standpoint).
Internal linking: does your site’s internal linking follow a logical path and does it help educate and drive customers to conversion.
External linking: determining how well your site utilizes external links from authoritative sites.
Optimizing for local search: If local search is important to your business, determining how well the site is optimized for local search.

Need SEO planning before or after your website update or redesign project? We’d love to help. Give us a call at 360.834.2780 or send us an email at info@pumpmarketingsolutions.com to get started today.

Does your site meet its goals?

Analytics, Keywords, SEO, Strategy

10 questions you should be able to answer about your website.

If you are like us, you are probably hounded by Internet marketers like us (not to give all of us marketers a bad name) telling you that that your website is not living up to it’s potential. What do they know that you don’t? And how do they know that it’s not meeting your expectations if they don’t even know your website goals?

Most industrial manufacturers’ and distributors’ websites are informational sites designed to inform and educate target audiences, and website goals tend to lean towards lead generation. Does your site meet the needs of customer expectations for information and are you driving them to conversion? Here are 10 questions you should ask to determine if your site is living up to its potential.

Are our website goals in sync with our overall business goals?
Are our goals measurable?
Do we have tools in place to track our goals?
Do we understand how to interpret and analyze the data to drive improvements?
Is our website easy to navigate?
Do we have the content site visitors want and expect to make informed decisions or that drives them to take our desired action (fill out a lead form or call us)?
Is our site visually appealing and does site imagery support content and messaging?
Does the site meet structural requirements to ensure optimal performance?
Is our site properly optimized to be found and indexed by search engines?
Do we know the search terms people use to research our products and services?

How did you do? If not so good, the good news is that it doesn’t take a lot of money or time to get your site living up to its full potential.

Your website’s value proposition

Strategy, User Testing

Do prospects understand the value you provide?

If you asked a visitor who landed on your website’s homepage to explain what value you bring and why they should do business with you, what would they say? If you’re not sure, start by asking these 3 questions, does the homepage clearly communicate:

What your company does (a brief overview of your products and services)?
Your competitive advantage (why are your products and services are better than your competitors)?
Your value (why the prospect should care about your products and services — what’s in it for them?)

The goal of a website’s homepage is to get site visitors to learn more about who you are, what you do, and the value you provide so they convert. Maybe a conversion is a phone call to the company for more information or filling out a lead or application form. They landed on your site, so you know they are interested in your products and services, but does your message motivate them to take the next step towards becoming a customer? Is there a clear path to the next step? What is the call-to-action?

KissMetrics, masters of web analytics, developed the infographics below that defines the anatomy of a perfect homepage.

Source: The Anatomy of an Effective Homepage Infographic

Maybe now is the time to view your website through the eyes of your prospects and customers. How they behave is often very different than expected. Go ahead and conduct a few user tests; you will be surprised at what you learn.