Ongoing Marketing – Tailored to You
After months of work, your new Custom Build Website is now live, and everyone in your company is thrilled and excited. Yay!
So what’s next? What should you do to get prospects to your website? That’s the question I’m always asked, followed by, “Can you help us?”
Helping you with your ongoing marketing is the natural next step. Because we worked closely together for several months, I know your story (and your challenges).
And too, how to best market your company is something I’ve been thinking through during the website build. It means I’m ready to get to work.
After 27 years of being in business, I still love what I do: telling manufacturers’ stories through marketing. I love the connections I have with clients and hearing about their lives and families. Most of all, I’m gratified by the results: Year-over-year increases in conversions and sales growth over time.
“Continuous improvement”
“I began working with Dianna Huff as a new hire to Appli-Tec, and after assessing our sales and marketing, charged her with improving our website lead generation, as well as meeting set monthly and annual goals. Dianna and her team analyze data and recommend changes; more importantly, however, they listen to us. The result is continuous improvement – to our marketing and website and to our processes.”
— Steve Pelletier, Technical Sales Lead, Appli-Tec
What’s your story?
Founded in 1983, Appli-Tec is a second-generation, family-owned business in Salem, NH. The company designs, formulates, and manufactures specialty adhesives for several industries, including defense, aerospace, and industrial.
Appli-Tec’s expertise is considerable; the technical sales team works directly with engineers to answer application questions. The sales and marketing team work tirelessly to ensure it’s easy for people to reach out to them. Because “failure is not an option,” Appli-Tec’s entire culture and manufacturing process is built around continuous improvement.
It’s the same focus my team and I bring to our work with you.
How the Ongoing Marketing Program works
- I work with you to create a custom plan using the components listed below. The foundation for each plan is website content. I then repurpose the content for newsletters, sponsored emails, print ads, LinkedIn, etc.
- I ensure your marketing and sales align and that your brand is consistent across all marketing channels.
- I’m very goal oriented and will set up KPIs with you. Each week you’ll receive a Conversions Report showing where your leads came from. This report is how we’ll track what’s working and what’s not.
- I provide the strategy, marketing, and expert copywriting. I bring in my team as needed for website help, custom graphics, photography, and PR, or anything else you may need.
- Included with your plan: Backend maintenance and support of your website as well as minor ongoing updates.
- You pay one set monthly fee.
Program components
All programs include one or two calls per month (Teams or Zoom) to discuss tasks, new items, and conversions.
Website Content
The foundation
- All content is original and written by me; no AI or farming out to freelancers
- All content is created for your audience/s to showcase your expertise and build trust
- One to two pieces per month, depending on need / goals
- Includes interviews, writing, and editing, plus creating a custom image or finding stock photo and uploading to the website
- Adheres to Google’s “helpful” content and SEO guidelines
Content Marketing
Build brand awareness
- Collateral: Sales & data sheets, letterhead & business cards
- Print ads, sponsored email (copy & design)
- MailChimp newsletter template, upload list, etc., write and publish newsletter
- LinkedIn — see below
- Trade show graphics, including banners, back walls, etc. (quoted separately)
- In-studio or onsite photography for new products, team members, etc. (quoted separately)
Paid Search / PPC
Lead generation
- Google and MSN Search campaigns — includes all set up, goal tracking, etc.
- All campaigns are actively managed, including regular check-ins for ad spend, bids, clicks, and conversions
- Ongoing recommendations to improve marketing and lead generation
- Matomo Analytics analysis: Monthly report; recommendations
- Troubleshooting and responding to Google / MSN emails
PPC spend not included. Estimate: $2,800 / month to start. We specialize in smaller spend Search campaigns.
Public Relations (PR)
Audience building
- Press releases for new products, projects, or big company news
- Article placements in trade pubs (we or the pubs write them)
- Pitching podcasters to book you as a guest for interviews — either audio or Zoom / video
- Adding all media mentions, interviews, etc. to the website or LinkedIn page
I recommend Art Sesnovitch when a client wants additional media exposure for a new product intro. Art will provide a quote and bill you directly. He and I work seamlessly together.
LinkedIn Page Management
Brand awareness; job recruitment
- Set up company page, including branded header
- Repurpose content for short- and long-form weekly posts
- Add PR mentions (if your program includes ongoing PR)
- Post job openings as needed
- Manage paid boosting; add LI tracking code to website
LinkedIn advertising spend not included. Estimate: $120 / month.
Major Website Updates
For when things change
- Add a new website section to accommodate a new product line or a store for e-comm
- Capabilities include creating a branded Shopify store or adding a powerful product filter
- Since they built your website, Rachel Cunliffe, designer, and Stephen Merriman, coder, will have direct involvement with these projects to ensure consistency and seamless integration
Because they’re outside the scope of the program plan, we quote these projects separately.
Your story is your brand; I make people aware of it
Research from the Ehrenberg-Bass Institute has proven that 95% of buyers aren’t ready when you’re advertising. To catch people when they are ready, you need brand awareness.
Often seen as a fuzzy endeavor, brand awareness feels like it has no bearing on what you do all day — plus you need leads.
Here’s how I see it: Brand awareness is something that’s strategically and consistently built over time. It also works hand-in-glove with lead generation.
I’m expert at combining both — by creating original content written for your audience. When people are ready to buy — in two months or two years — they’ll remember you.
“Dianna understands manufacturers”
“We much appreciate Dianna Huff’s careful study of our business and goals to craft our message and help us refresh our marketing plans. She understands manufacturers and regional businesses big and small and how businesses sell. Best of all, she has a fine team of colleagues that supply expertise where needed. They will work very hard for you. Huff Industrial Marketing can help in ways large and small, just ask.”
— Tom Stanek, Founder & President, K2 Castings
Great marketing is a team effort
While I do all of the content marketing and other ongoing tasks for clients, my team and I are often asked to help with projects outside the scope of the monthly program. Case in point: The awesome backwall for Titan Abrasive and EASTEC 2023. Even the EASTEC folks came by to say, “What a fantastic backwall!”
Working with Brandon Acker, CEO, Rachel Cunliffe designed the backwall to the printer’s specs. Brandon oversaw logistics. I showed up the day before the show to help Brandon and his wife put it together. It was amazing!
Marketing tip: A backwall is similar to a billboard. It shouldn’t have more than seven words. Excellent photography is a must. And, it should get people into your booth!
Consistent marketing delivers results over time
My approach to marketing is pretty simple: I create lively and original content that answers the questions prospects have when they arrive at your website. I want them to say, “Oh, this company seems like a good fit. Let’s reach out.”
I’ve also incorporated the following principles in my work since 2015:
- Content should tell your story, demonstrate your expertise, and build trust and credibility with your audience.
- All content should be written for your audience, not for Google.
- Marketing must be done consistently in order to see results over time.
This holistic approach is why my long-term clients see continued increases in website lead conversions, year after year.
The following chart shows the results of consistent marketing in terms of website conversions (or top of funnel). The client has seen a 72% increase in inquiries from when we started tracking in 2021 to end of year 2024. In fact, 2024 was their best year ever.
Your story is important – let’s tell it
Your business is your story. I ensure it’s memorable — from messaging and copy to design and photography.