Six Foot Lever is a team of engineers that use digital marketing to promote your technical products.

You have an expertly built website, but no one seems to find your products there.  You paid for professional videos to put on YouTube, but they have relatively few views.  You even hired a digital marketing team to generate “content” yet sales still remain flat.  Why?  Because your customer still isn’t finding you online.  Marketing a technical B2B product requires special knowledge that is beyond the grasp of most marketing professionals.  To properly communicate value to your customers requires engineering and industry knowledge.  To put it simply:

Your marketing people are not engineers and your engineers don’t understand marketing.

You need someone with both skillsets to effectively market a technical product to your customers.  The Amazon show, Patriot, gave a humorous view of industry jargon, and actually, it’s not far from the truth.  To the average marketing generalist, your industry sounds like this:

Expecting the average marketing team to grasp the nature of your business is a little like asking a cat to compute a cosine error.

Let’s look at one way new customers might find you, through an online search engine.  According to Marketo*, 93% of all B2B purchases begin with an online search.  That’s a very scary statistic if your business is effectively invisible online.  If your buyer is under 45 years old, they are probably looking to Google to find your product.  Google and other companies want to find valuable results and content for THEIR customer, the person conducting the search.  To satisfy their customer, who you would like to be YOUR customer, you must create content that meets Search Engine Optimization (SEO) guidelines AND speaks the same language as your customer.  The second part is where broad-focus marketing professionals fall short because YOUR product requires industry-specific terms and knowledge beyond what the general public understands.

Let’s suppose you are selling sunglasses or promoting your resort hotel.  These are topics that most people are already familiar with and so most people can imagine what THEY would search for.  A prospective customer might search for “UV blocking sunglasses” or “Resort Hotel in Miami”.  It’s easy to find keywords that you want to target because they are topics that everyone is familiar with.  Though you are still battling your competition for a top position on the Search Engine Results Page (SERP) at least you know what to target.  But what if your product is industrial abrasives, or automation, or metrology?  These are some industries that have unique terminology.

When a marketing generalist looks at content creation, they will usually ask, “what industry terms do you want to target”.  Often times the business owner or salesperson will rattle off a couple of terms associated with the product or industry, with little thought on what the CUSTOMER may be searching for.  Then, the marketing team will use a tool known as a Keyword Planner to find a group of related terms that rank highly in search volume.  The problem with keyword planners is that they are only as good as the keywords given to them by the human. If those initial keywords aren’t good examples of what the customer is looking for, then you’ll keep following a rabbit trail further away from the right keyword strategy.  Your marketing team has to understand the language your industry and customer uses!

To develop new content, or position the assets you already have, you need someone that understands how to speak to your customer.  We can help!

We offer the following services to help you reach your B2B customer:

• YouTube Video Optimization (that video does nothing if people aren’t seeing it)
• Search Engine Optimization for existing content (help your existing product descriptions and papers, be found)
• LinkedIn Promotion  (we have a following of industry professionals and can help them to discover your products)
• Technical Content Creation (Google loves professionally written content that is useful to the reader)
• Online Advertising (but you probably won’t need it when we are done!)
• Mailing List Development (your website is generating leads and contact info, right?)
• Video Editing
• Recurring Revenue Models Using Your Existing Training Videos
• Online store build and setup (great for spare parts and tooling!)

We are NOT a web design company or simply a digital marketing service.  We are a team of engineers that can understand YOUR product and YOUR market.  We are experts at maximizing the digital content you already paid for, but your customers can’t find.

Email us at info@sixfootlever.com to learn more!

Six Foot Lever LLC, Detroit, MI

* Source: https://stickybranding.com/93-of-b2b-purchases-start-with-search/

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