Presentation to Virginia Manufacturers Association about digital marketing strategies for successful marketing for manufacturing businesses.

1. Howard Deskin & Anne Moss Rogers
September 24, 2013
Impression-Marketing.com

2. Who are we?
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Howard Deskin: Partner & CEO/Internet Marketing Mgr.
Anne Moss Rogers: Partner & Creative Director
Marketing company specializing in digital marketing
Team of 9 associates with 50+ clients
Focus areas: Healthcare, Home Services,
Professional Services, Non-Profit, Senior Living
Properties, Manufacturing
We Take a Disciplined
Approach to Creativity
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3. Manufacturing & Marketing
Today’s traditional
offline marketing can
be enhanced by
incorporating online
marketing tactics
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4. Manufacturing
& Marketing
Old strategies
New strategies
•Cold Calling
•Trade Shows
•Print
•Billboards
•Website
•Mobile
•Internet Advertising
•Social media
+
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=
MORE LEADS

5. The off-line
and on-line
worlds are
becoming
more
integrated
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6. The internet makes it simpler for customers to direct their
own buying cycle. No waiting for the next trade show, ad,
or calls from sales reps. Instead they’re able to get exactly
the information they want exactly when they want it.
Before making contact, business
buyers have already completed
57% of the purchase process via
the internet.
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7. What is
Integrated
Marketing?
Controlling
the Chaos
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8. Marketing Spending
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9. Media Consumption Trends
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10. Print vs. Online Ad Spending
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11. Online Budget Allocation by Tactic

12. Going Mobile
• Google has indicated your search
results will be penalized if you don’t
have a mobile friendly site
• At least have a scaled-down version of
your desktop website
• Utilize “browser-detection” and
“responsive design” to ensure the
mobile site displays appropriately

13. By 2014, Mobile is Predicted to
Overtake Desktop Internet Usage
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14. What can we offer the VMA?
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Educate staff and member companies:
• What’s happening on the internet
(trends, success stories, etc.)
• How to integrate on-line and
off-line marketing for maximum
return on investment
• Individual topics (i.e. how to get
found on google, mobile
responsive websites, content
marketing, email marketing, social
media strategy, customer
engagement, etc.)
• How to track and measure
marketing results
Introduce potential new members to the
VMA
• Foster ideas with Virginia Chamber of
Commerce – Small Business Committee
(Howard is a member on Tom DeWitt’s
Committee)
• Foster ideas with the Chesterfield County
Chamber of Commerce – Professional
Development Committee (Howard is CoChair)
• Foster ideas via our WorkIT articles –
Richmond & Lynchburg
• Promote manufacturing related marketing
tips on our website blog and social media
• Help member companies with their
marketing efforts
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15. Ideas for VMA Members
• Upgrade / Redesign Website
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Add relevant industry keywords
Add Calls-To-Action
Use Video
Incorporate E-Commerce
Blog, blog, blog
Offer support materials (product
manuals)
Link to Social Media
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Promote Trade Shows
• Get Local
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Sign up for local online directory listings
Be involved in your community
• Be Responsive
• Be Social
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• Use Pay-Per-Click & Display Ads
Incorporate Social Media into your
plan with Facebook, Twitter and
Google+
Post across all platforms
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Mobile Responsive Website
Provide platform for product reviews
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16. Stalk us online at
Impression-marketing.com
ImpressionMarketing
@impressionM
Free marketing information!
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17. Social Media
Explained