We’re The Website Marketing Experts Your Brand Needs
With over half a million businesses being started every month, it is becoming more difficult than ever to stand out from the crowd, especially online. In addition to frequent tech and marketing industry changes, it becomes even more important to dispel confusion and get help from marketing experts that understand the latest trends to help your business grow.
Website Marketing & Advertising
Our website marketing and advertising experts hold multiple certifications, ensuring that your brand has every competitive advantage in the marketplace. By focusing not only on helping your website excel at lead generation but also on teaching you about WordPress best practices, we strive to set you up for long-term success and more revenue for your business.
Imagine having an in-house marketing team without all the overhead costs – that’s exactly what you get with our full-service digital marketing agency.
Your Return on Investment From Our Website Marketing Services
Growth in overall traffic
Lead generation through content optimization, lead magnets, and ads
A better conversion rate of leads to customers
A more positive visitor experience and interaction with your brand
Website performance is on par with SEO best practices
Audience targeting with retargeting services and IP address tracking
Established trust and authority
Standing out from the competition
Greater revenue objectives
Whether you’re looking for brand awareness or qualified website traffic, our process delivers
Discovery
We take the time to understand your goals before making a tailored recommendation that combines short-term wins with long-term success.
Research
We know how to target your ideal customers, find the perfect keywords and create a plan that maximizes your budget across all channels.
Set-up & Optimization
Digital marketing programs have to evolve with your business, your customers, and the channels you choose.
Analysis & Improvement
Human analysis, testing, and ongoing improvements are the only way to be sure your marketing campaigns are successful over time.
APM Web Design and SEO Marketing
A Chicago Asbestos Services Expert
Asbestos Project Management is committed to maintaining the highest levels of education and certification for their asbestos services. APM always adheres strictly to industry, government, and safety standards. APM puts safety first – both for our employees and our clients.
Asbestos Project Management came to the leading Chicago web design team because they understood that a modern online presence can be the difference between being chosen for their residential and commercial services and being passed over. The current APM website was lacking key features and functionality to position them as the leaders in asbestos services.
In the asbestos testing and removal industry, Asbestos Project Management needed to give homeowners and business owners a way to quickly and easily contact them for emergency services. They also needed to be sure that their website highlighted their “Free Estimate” service, which would encourage more clients to contact them.
The overall website was also outdated and needed a more modern look that would build better trust in their target audience. Aside from the UI/UX issues, the website needed faster page load speeds and better user navigation flows.
In addition, Asbestos Project Management was not ranking highly for a number of keywords and lacked a general SEO strategy for their website. To position themselves as the leading Chicago asbestos removal service, they needed to improve their SEO strategy and climb up the search rankings results.
Solution
A New Custom WordPress Website to Solve APM’s Issues
To meet the full list of our client needs we proposed a custom web design, built as a new custom WordPress website. The new website would address the issues that had been plaguing their previous website.
By building a new website we could create better user flows and improve the user experience while giving our client greater control over their new website. The leads would be much more accessible and allow Asbestos Project Management to close more deals.
With the new build, our team would also tackle the technical and non-technical aspects of the website SEO. These changes would improve the Asbestos Project Management website ranking over time allowing them to reach a larger target audience.
Custom Web Design
Building a Custom Web Design Solution for APM
Our team created a custom WordPress website that was much easier for our client to manage and had better page load speeds. This helped reduce bounce rates and increased conversion among their target audience.
The custom web design team also created a better user experience on the new Asbestos Project Management website by organizing the website, creating improved user flows, and including the CTA forms. Now users on the website can quickly find the information they are looking for our reach out to Asbestos Project Management for more information. The new custom web design highlighted the emergency support option so that clients could reach Asbestos Project Management whenever they needed it.
We also built a “Free Estimate” tool on their website that immediately begins the restoration process when the customer needs help. This tool would help motivate more users to choose Asbestos Project Management services.
The client loved the new clean and professional custom website and the fact that it would be easy to update over time.
SEO
Using an Integrated Web Strategy That Targeted SEO
In addition to the custom web design, our team also worked to improve the SEO of the APM website. We started by researching the keywords and phrases that were relevant to their industry. Using professional SEO tools we identified several keywords that would be valuable to the client. By trying keyword variation we also uncovered several golden SEO opportunities.
Once a list of keywords had been created we implemented these terms across website content and page headers. By including these keywords in the content it will get recognized by the search engine crawlers and identified as valuable content. Over time this improves the ranking for these phrases. Different pages focused on different keywords to ensure that APM would have several opportunities for higher rankings in the search results.
We also handled the technical SEO for the client, ensuring that keywords were used correctly in the website backend. This included meta titles and descriptions, alt tags, and permalinks. With these technical aspects done correctly, it would help further build their SEO strength and support their integrated web strategy.
Using Content Marketing To Build Their SEO Strategy Further
After improving the general website’s SEO, we also implemented a monthly content marketing strategy for our client. A content marketing strategy involves creating SEO-focused content to help build ranking around specific keywords.
This type of content included specific location pages to drive traffic in business areas, case studies to showcase APM capabilities and build trust, and SEO blog content.
The location pages served to drive more traffic in the local areas for APM. Users in these areas would be more likely to reach the location pages we built and then choose APM as their asbestos service provider.
The case studies helped potential customers understand how APM handles their projects and showed them what to expect. Throughout the content, we focused on specific keywords to help drive up the ranking.
SEO blog content is also very important to our SEO strategy. We use these blogs to build content around a few keywords and phrases. This content will link to each other, and other important pages to help drive action, while also building authority on the subject.
Our blog content would target phrases like “Asbestos Flooring”, or “Chicago Abatement Services” to bring in more search traffic. These blogs generate traffic and also build trust among the target audience. Over time they result in our client ranking high for numerous important keywords. This is why our SEO strategy is so important to a successful integrated web strategy!
Analytics Analysis
Providing Website Analytics Analysis for Our Client
Each month our team of digital marketing experts shares an in-depth report on the Asbestos Project Management’s website performance. In this report, we share valuable insights that help APM better understand their business pulse.
These insights can help APM identify new business opportunities or potential threats that could affect performance. Our marketing team breaks this information down into easily understandable takeaways that our client can use to determine action.
NAI Group Manufacturing Web Design
A Global Interconnect Solutions Manufacturer
NAI Group is an international manufacturer of custom wiring harnesses and assemblies for the medical technology, industrial technology, and telecom industries. NAI produces more than 2.5 million assemblies annually and employs over 3,200 personnel with locations around the globe.
Decreasing Lead Form Submissions and Low Search Results Ranking
As with many manufacturing companies, inbound leads are incredibly important. Low lead form submissions can severely hurt business performance. Unfortunately, the team at NAI Group was experiencing fewer and fewer lead submissions each quarter. They also noticed stagnating website traffic and low search results ranking for a number of their keywords or phrases. NAI Group knew they needed the manufacturer marketing services of an industry expert.
The NAI team was looking for a top manufacturing web design and digital marketing agency to invigorate its marketing strategy and website presence. When Idea began reviewing the NAI website it was driving virtually no online leads. NAI needed new forms and website content that would leverage their product quality, experience, and capabilities to generate higher lead conversion.
The Importance of SEO and Content Marketing in a Marketing Plan for Manufacturing
We also discussed the importance of SEO and content marketing strategies for manufacturing brands. SEO content can help your brand start ranking higher on the search engine results for your most valuable keywords. The lack of SEO optimization and monthly SEO content meant that NAI Group was missing out on a valuable opportunity to drive traffic to its website.
Our team of digital marketing strategy experts would need to develop a comprehensive marketing plan for the manufacturing leader, NAI Group.
Solution
Creating Better Website Pages and Improving Form Layouts to Increase Leads
First, our team needed to make sure that each of the website’s pages was relevant and provided valuable content to NAI’s target audience. We evaluated each page’s performance to better understand the user behavior and what drove action.
Our team edited and updated the forms to reduce friction, which would increase the number of form submissions. After major form updates, the website saw 507 new form submissions over a two-year period (between 2018 and 2019).
We would use an integrated web strategy to increase form submissions and improve SEO rankings.
SEO
Providing SEO Strategy As Part of the Marketing Plan for Manufacturing Leader
We began with analyzing their current manufacturing marketing strategy and evaluating individual page SEO performance. Our top marketing professionals researched the keywords to maximize SEO in their industry and improve search engine results ranking. Using these terms we inserted them across the website content and other key focus areas that search engines evaluate, like Headings and metatags.
Our next step for their manufacturing marketing strategy was to create original, engaging SEO content. Targeting specific industry trends and product highlights our team created original monthly SEO content that drew thousands of users to the NAI website. After implementing our SEO strategy the website earned first-page Google ranking authority for 26 keywords where none previously achieved that level.
Aside from attracting additional traffic, blog content allowed our client to educate their audience and showcase their unique products, capabilities, and quality. This new content can also be pushed or featured on additional platforms to engage with even more users and increase website referrals.
By covering these key areas of SEO we were able to build a better marketing plan for the manufacturing leader, NAI Group.
Driving Engagement with a Manufacturing SEO Strategy
Implementing the manufacturing SEO strategy NAI began to see a marked improvement in engagement and audience reach. In the following year, their top-performing blog drove 53,451 users to the website. The NAI website also saw the following increases (171%); new users (152%); website sessions (95%); and website pages viewed (42%) following our updates.
NAI Group was ecstatic with the results of the manufacturing SEO strategy we’d implemented and requested that we also include the additional website development project to generate maximum impact.
Website Support
Ongoing Website Improvements with Manufacturing Website Support
Our web development team analyzed the site and cleaned up the website process and functions to improve page speed and operations. The removal of outdated or simplification of overly complicated processes improves the website speeds, which improves ranking and user experience. We ensured the NAI Group website would rank high in the areas of search engine evaluation to improve overall ranking and give them an edge over competitors.
While working on our client’s website our team worked to simplify the process of making changes or edits to the website which put our client more firmly in control of their site.
When NAI Group needs additional website maintenance support or troubleshooting they always have direct access to our top customer support manager Haley Langer. If you don’t believe us just read her Google Reviews. Haley is happy to answer any questions or concerns that arise with website support. When she’s not addressing our client’s needs she works diligently to review the site, offer suggestions and create training resources to help our clients.
A Custom WordPress Website for Printing Experts SYL
A Multi-million Screen Printing Business
Show Your Logo is an established and trusted brand that distinguishes itself in a highly competitive $20 billion dollar industry. If you can think of it, they can print on it. Show Your Logo (SYL) specializes in creating custom promotional products for your business. From cutting boards to Jenga blocks and everything in between, the SYL team can advertise your business by putting your business logo on it.
Lack of SEO Optimization and Low Search Results Ranking
The first issue that Show Your Logo was experiencing is a common issue for many websites, the lack of SEO optimization and its negative impact on page ranking. When your site doesn’t appear on the first page of search results you’re potentially missing out on thousands of traffic clicks. Our client wanted a website that was optimized for search engine results and would get their page in front of a larger audience. Show Your Logo needed a comprehensive SEO strategy.
A Poor Website Experience for Users
Another issue that Show Your Logo discussed with our team of custom web design experts was the overall experience of their website users. Factors like website navigation were costing them conversions. Overall the Show Your Logo website left a lot of opportunities for improvement that would keep users engaged on the page and ultimately lead to more sales.
Users typically decide whether a website is good or bad within the first few fractions of a second into the interaction. If the first impression is negative users are less likely to use, recommend or trust the site, the opposite also holds true.
Solution
Manufacturing Marketing Strategy and Custom Web Design To Solve SYL’s Problems
Our consistent approach to web design user experience would lead to improvements in the Show Your Logo website through custom web design, manufacturing SEO strategy, and PPC Ads management (Google Ads).
Our goals were to improve:
User interface to encourage new user conversion
Reduced cognitive load on users
Lower bounce rates
Consistency across website content and CTAs
Drive conversion with a PPC campaign
Custom Web Design
Custom Web Design Optimized for User Experience
We began building a custom web design using WooCommerce that would improve site functionality and simplicity of use for our client. Our custom WordPress website developers created completely custom features like an importer tool that converts products from a client-supplied Excel spreadsheet into WooCommerce product types and converts each product to a dynamic page. This intuitive feature creates efficiencies that reduce the time the Show Your Logo team spends on updating inventory offerings. Our in-house web development team also created custom client portal pages for quick reference and reordering.
Our custom web design team also worked on the front end, building a search function that allowed advanced search filters so customers could more easily find the product(s) that interested them. We continued the user features improvement process with an additional quick quote feature that could be used from any of the single product pages. Another feature we included in the new Show Your Logo website was the ability for clients to upload their own artwork.
Improving the UI/UX of an E-Commerce Website
Next, our expert digital marketing experts used their knowledge of best practices to improve the overall user journey and website experience. Our team utilized engaging photos that easily catch the user’s attention and support the general stylistic concept of building a visual hierarchy. Product images on the website help convey how the finished results would look and help set customer expectations.
We continued to organize the site using images and collapsible navigation tools that reduced the amount of distracting content. This led users where they needed to go more quickly and directed them to paths that would result in action items.
As part of the user navigation, we implemented several clear Call To Action (CTA) buttons throughout the website. These actionable items included “Quick Quote,” and “Shop All Products” buttons that drive users to desired actions. We created internal consistency by using the same colors and style for CTAs throughout the website so users would quickly and easily discern them.
Implementing these CTAs and simplified user journeys greatly improved the overall website experience and functionality. Users could now find desired products and information with ease, keeping them on the site. By highlighting and leading users to desired actions they’d convert to customers more easily. These updates helped strengthen our integrated web strategy for Show Your Logo.
SEO
Implementing an SEO Strategy as Part of Our Manufacturing Marketing Services
To address page ranking and lack of SEO optimization our web marketing team researched keywords and phrases that would optimize the SYL website. Our SEO experts implemented keywords in meta tags and titles to improve the website page’s search engine rankings.
As our team improved the use of phrases in technical tags and website written copy, our team also implemented an SEO and content marketing strategy. This strategy included creating monthly SEO-focused content to improve search engine rankings for specific keywords and attract more website traffic.
As a result of our website improvements and SEO strategy efforts, the SYL website saw a 36% increase in new website visitors the following year.
Monthly Content as part of our SEO Manufacturing Plan
In addition to the website SEO improvements, our team was also commissioned to create monthly SEO content for our client to further improve their search engine rankings.
This SEO focused content can be location pages, additional web pages, case studies, or monthly blog content.
The variety in our SEO content options allows us to be more responsive to Show Your Logo’s needs. The monthly content focuses on specific valuable SEO phrases and opportunities that our continuous SEO research uncovers.
Monthly SEO content will improve the rankings for these phrases over time and drives even more traffic to the Show Your Logo website.
Google Ads
PPC Ad Management of the Clients Google Ads Campaign
We also worked on creating a Google Ads campaign that would also drive traffic to specific pages for SYL. As part of our PPC ad management services, our team reviewed the keywords and bidding strategy to determine the most valuable keywords for Google PPC ads.
We organized the campaigns into specific product groups so that each of the Google PPC ads would target the most relevant keywords and reach targeted audiences. Our team also improved other key factors within the ad setup to optimize the Google Ads quality score.
With ongoing PPC ad management and optimization, we built better campaigns that would drive more traffic to the website through clicks, and also increase conversions. Within the first year, our top campaigns saw drastic improvements in factors such as CTR and Clicks. Overall Google PPC ad clicks increased by 206% in the year following our adjustments.
Certified for SEO + Advertising
Website Marketing Services
SEO and Content Marketing
Monthly marketing plans focused on SEO and content marketing including email campaigns, website speed, and on-going search engine optimization.
Google Ads
Get your buyers’ attention when they’re searching for your products or services. The fastest way to rank on Google’s first page and capture potential customers.
Social Media Ads
Whether it’s LinkedIn, Facebook, Instagram, or YouTube, social media advertising helps move viewers from awareness to action, whether it be leads or purchases.
Website Retargeting
As much as 85% of the people who visit your website, leave without taking action. Let that be the beginning of their experience, not the end.
Website Lead Tracking
Reveal website visitors using a reverse IP lookup to see names of companies that are visiting your website, but fail to submit any forms.
Email Marketing
Email marketing provides the most direct line of communication for conversion to sales. Plus, it is amazingly cost-effective.
SEO Press Release Services
Press releases not only help get the word out for a newsworthy topic but also create valuable backlinks for search engine marketing.
Landing Pages
The page where your advertising is directing traffic is critical, we help to create landing pages that boost conversions with UX best practices.
Website Marketing
Whether you want to review an existing website marketing campaign or start a new one, our dedicated experts can help.
They took complicated content and created an attractive solution that looks professional and functions very well for our audiences.
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American Board of Psychiatry & Neurology - Chicago Healthcare Organization
I was skeptical after our other digital agency failed us over and over, but Idea has proven to be an exceptional partner for us.
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K. Gourlie, Carmex - Top Lip Balm Brand
Everyone at Idea Marketing is very receptive and easy to work with. We always felt like our ideas and feedback were valued and welcomed.
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US Glove - Sports Gear Manufacturer
They truly want to dig deep into the soul of your business and know about your values and what’s important.
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Show Your Logo - Chicago Promotional Company
Free Marketing ROI Assessment
If you’re struggling to generate digital marketing ROI, our quick survey will show where you can make impactful changes. Understanding why your marketing isn’t working is the first step to fixing it.
We work hard to be the web agency you actually enjoy working with. You can speak directly with any team member and can tell immediately they have your best interest in mind. No bullsh*t or technical jargon. Our agency was founded in 2009.
FAQ About Website Marketing Services
How long does it take to be up and running with marketing services?
We plan 1 to 2 months for strategy development in order for us to take a deeper dive into your business as well as set up the campaign. This is where we dive into your brand, get to know your personality, see how you are positioned in the market, and identify KPI’s. We will perform keyword and competitor analysis to structure your marketing campaign for success.
Once the strategy is solidified and the plan of attack is mapped out, the deliverables are up and running by month 2 or 3 depending on the speed of feedback and approvals.
SEO for manufacturers is a long-term tactic and will take several months to build authority and relevance before results can be seen. SEO has a compounding effect and when creating evergreen content, the impact SEO has on a manufacturing business will carry on for many years.
How much to spend on marketing?
Setting an annual marketing budget can be a challenge and there are many factors to take into consideration. A quick way to generate a rough figure is to base it on the annual revenue of the company. An average percentage for B2B ranges from 6% to 12% of gross revenue as recommended by eMarketer’s Marketing Spending, assuming the sales margins are in the range of 10% to 12%. If we use these rates, below are quick examples of recommended marketing budgets:
Gross Revenue $2,500,000 x 0.12 = $300,000/year or $25,000/month
Gross Revenue $5,000,000 x 0.10 = $500,000/year or $41,650/month
Gross Revenue $10,000,000 x 0.08 = $800,000/year or $66,665/month
Gross Revenue $25,000,000 x 0.06 = $1,500,000/year or $125,000/month
These are considered conservative numbers, as companies who are in aggressive growth stages will often spend up to 20% of their revenue on marketing as well as B2C, which is typically higher than B2B. Companies that are just starting out will need to set a higher percentage than those that are more established. Measuring the success of any marketing campaign is critical. Budgets should be spent wisely and spread out to cover various types of advertising.
How soon will we see results?
Typically, we recommend giving the campaign a runway of 3 months before expecting to notice tangible results. Paid campaigns will see results quickly within months 2 or 3, whereas content marketing and search engine marketing is a more long-term strategy taking several months or longer to build desirable results.
However, the content comes with a long lifespan as well, driving leads to your website for years to come. We highly recommend utilizing both organic SEO and paid advertising in your marketing strategy.
What is recommended for marketing budget allocation?
Gartner CMO Spend Survey released an in-depth look at marketing budget allocation for 2021, below are the findings. It is important to be aware that marketing spending is impacted by the general nature of the business, competition, and consumer behavior.
Owned Media
20%
Website, Email, Mobile
Paid Digital
21%
Search Ads, Display Ads
Earned Digital
22%
SEO, Social Media
Offline Ads
10%
Publications, Direct Mail
Affiliates
9%
Partners, Distributors
Events
8%
Trade Shows
Another quick rule of thumb for marketing budget allocation is the 70-20-10 rule.
70% of your budget is allocated toward marketing strategies you know work well
20% of your budget is allocated toward new strategies aimed at helping you grow
10% of your budget is allocated toward experimental strategies
