Seminar: Best Practices for Manufacturing Websites

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Seminar: Best Practices for Manufacturing Websites

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Title: Seminar: Best Practices for Manufacturing Websites


1
Seminar Best Practices for Manufacturing
Websites
2
Overview
  • Developing a robust Manufacturing Website for the
    long term can be a difficult exercise. Its not
    easy to base a decision on both current
    requirements and an undetermined set of future
    needs that have not yet been defined. At first
    glance a Manufacturing Website seems pretty
    straightforward but as you delve deeper into the
    long term requirements it is a necessity to
    understand how to apply Best Practices for
    growth, and ease of deployment.

3
Pre-Planning Checklist for Developing a
Manufacturing Website
  • Manufacturing is not a traditional E-commerce
    model
  • Manufacturing websites need to match your natural
    internal business process
  • The questions to ask are
  • How am I distributing/selling now and how do I
    match the internal processes with an online
    system.
  • How do I introduce e-commerce to my Dealers?
  • Look for the desired results from your website
    and dont confuse the purpose. The tendency is to
    make a dual function website and they fail
    because they do not meet the needs of internal
    staff and current legacy business processes

4
Pre-Planning Checklist for Developing a
Manufacturing Website
  • Manufacturing Website Development Process
  • Discovery Phase
  • Statement of Work (SOW)
  • Visual User Interface Design
  • Optional Custom Coding
  • Database Communications
  • Website Communications
  • System Testing, go live and move into support
  • Training and communications
  • Transfer to client admin

5
Considerations
  • Manufacturing website types
  • Expected features by Dealers, Distributors and
    Wholesalers
  • Consumer expectations
  • Pre-planning your manufacturing website
  • Search engine optimization
  • Reporting and analytics
  • Connecting your website to your in-house database
    and other systems
  • Note 65 of all purchasing is done through an
    online resource. Thomas Register

6
Manufacturing Website Types
  • Type 1 Mfg Website Dealers, Distributors and
    Wholesaler sites
  • Type 2 Mfg Website Retail Consumer E-commerce
    sites
  • Note Manufacturers are incorporating some type
    of E-commerce into their business process

7
Manufacturing Website Types
  • Dealers, Distributors and Wholesale sites
  • Finished goods are displayed, product details,
    technical specifications and features are
    outlined, manuals and additional documentation
    needs to be available
  • Consumers are directed to purchase through both
    online dealer sites and brick and morter
    locations through a dealer or store locator
    tool.
  • Parts and Accessories Ordering
  • Through your manufacturing E-commerce online store

8
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9
Manufacturing Website Types
  • Retail Consumer E-commerce sites
  • Consumers purchase products directly through your
    website
  • Dealers are offered discounted and bulk pricing

10
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11
Web 2.0 Concept
  • Next Version of Websites
  • Interactive Software Programs
  • Distributed Information Throughout Your Company
  • Example Frequently Asked Question Program
  • Benefits
  • Reduction in cost
  • Increased customer feedback

Graphic Source Social Computing Magazine
12
Finished Goods Vs. Parts
  • Manufacturing websites tend to address both
  • Trends
  • Finished goods are the major focus of the website
    and parts are secondary.
  • Finished goods are typically sold through
    channels most clients are selling parts online.
  • Online parts sales increases revenue and
    decreases mistake when ordering parts.
  • Another source for consumer information.
  • Features
  • Parts locator for New and Old Models
  • Integrated Parts Search
  • Quick Order Pads
  • Linked To Finish Good

13
Services For Dealers, Reps and Etc.
  • Trends
  • Display Information
  • Generate Leads
  • SEO-Display Information
  • Dealer Portals
  • Discount Prices

14
Warranty Submittals
15
Selling Large or Heavy Items Online
  • Shipping A Major Challenge
  • Larger Items Are Typically Sold By A Rep, Dealer
    and etc. Still the trend.
  • Automatic Calculation of Shipping Charges
  • UPS/FedEx
  • Local Delivery
  • National/International Truck Delivery

16
Online Configuration
  • Great For Dealers, Reps and etc.
  • Typically configurations and calculators are
    behind secure logins or private areas.

17
Product Information and Layout
  • Manufacturing Trends
  • SEO is at the product detail level. Make sure
    appropriate content is written.
  • Product information and layout at this level is
    very important.
  • Linked Information (Information Sheets, CAD
    drawings, Videos, Dealer lists, associated
    products and Parts) should be linked to product
    details

18
Displaying Reps On Your Site
19
Budgeting Your Mfg Website
20
After Market Sales
  • Dont Ignore Aftermarket Sales!
  • Website Trends
  • Use Web 2.0 Applications to collect consumer
    information (FAQs, Email Marketing, Warranty
    Programs and etc.)
  • Build A Promotional Program

21
Search Engine Optimization
  • Best Practices
  • Integrate Your Site With Search Engines Using
    Tools
  • Example Google AdWords, Google Site Map, Google
    Analytics
  • Make sure your website and pages are optimized.
  • Using Landing Pages.
  • Typically good SEO and SEM Programs include
    Management Fees and Media Buy Fees.

22
Search Engine Optimization
  • Carefully selected keywords and descriptions will
    raise your listings on Google and Yahoo searches.
    When you are planning your website it is
    important to consider the following
  • Work with a consultant who can help you select
    key words that are commonly used by your targeted
    audience
  • Select Page titles that use your keywords
  • Work with a professional writer to help write the
    content of your site and look for all of the
    opportunities possible to use the same keywords.
  • Share and post documentation on reciprocal sites
  • Link to other sites as often as possible
  • Consider having a partners link page
  • Do the research see what your competition is
    using for their keywords and descriptions

23
Reporting and Analytics
  • Consumer Statistics should include
  • Unique Visitors
  • Number of Downloaded Brochures
  • Leads To Dealers
  • Referrals to Website (Dealers)
  • Search Engine Referrals
  • Pay-Per-Click Effectiveness
  • Frequently Asked Questions
  • Warranty Information Submittals
  • Top Searched and Visited Products
  • Dealer or Rep Statistics should include
  • Number of Dealers/Reps
  • Number of Leads vs. Sales
  • Number of Website Referrals to
  • Number of Website Referral Links
  • Downloaded Documents

24
Integrating with in-House Databases and other
Systems
  • Avoid updating two databases
  • Search for a solution that automatically updates
    product information, customers and orders.
  • Dramatically increases productivity and saves
    money!

25
Case Study Ardisam Inc.
  • Multiple Product Brands
  • Uses Dealer / Distributor Sales Model
  • Incorporates many different types of promotions.
  • Case Study Key Points
  • Increased position on Web.
  • Increased orders on parts and accessories.
  • Decreased mistakes with parts ordering
  • Internal Team of 3 People
  • Dedicated Server
  • Synchronized with Visual Mfg Software
  • www.ardisam.com

26
Questions?
27
OrderMaxx Software For Mfg. Free ½ Hour
Consultationplease contact TTS Systems,
Inc.William Paskey, Presidenttoll-free at
888-433-1040 Ext. 101www.ttssystems.com
28
OrderMaxx Demonstration
Public Website http//demo.ordermaxx.com
Portal http//demo.ordermaxx.com/foundations/logi
n.asp
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