Oct. 17 • the
ELEC TRICAL DIS TRIBUTOR
multiple experts within our organiza- tion,” said McKenrick. “The variety of keywords helps boost our SEO. How- ever, we believe our salespeople and product specialists should be spend- ing their time servicing customers and producing sales, not writing articles. That’s why we gain their insight via short phone or in-person interviews and write the content on their behalf.” Blazejewski noted that often the demand for a particular type of con- tent comes to her department through the sales team. “That’s funneled to both engineering and marketing to create relevant content. These three departments work very closely to monitor the needs of customers and create supportive information to get out into the marketplace,” she said. To keep abreast of what customers are interested in or looking for, it never hurts to ask—questioning not only customers directly, but also the people within the company who most often deal with them directly. “Be- tween marketing and sales, we ac- tively ask our customers what they would like to see on our site,” said Trevor Bjerke, marketing manager for J.H. Larson Company. “We rely heavily on our sales team to provide us with topics and content for the site. We also depend on our product spe- cialists and manufacturers to notify us of new products and new product lines to feature on the website.” Guellnitz agreed that getting input from all parts of the organization is vital—and it’s ingrained into Lutron’s culture. “This carries through on the web and our e-tools as well,” he said. “Sales, marketing, service, engineer- ing, alliances, and more all contribute to the design and rollout.” That cooperation between depart- ments is a two-way street though. A smart strategy, combined with the right tools, can help marketing pro- vide significantly more value for other departments within the company. “A website must reflect a compa- ny’s brand identify and mimic its cus- tomer experience,” said McKenrick. “Through the use of marketing auto- mation software, a website can also become a lead generation tool used to build and strengthen relationships with customers. Develop profiles for website visitors, track their activity, collect their contact information via gated content, and send targeted emails to begin the relationship.” She added that using the analytics created from these activities can help determine whether prospects are finding the information they need on the site and whether the content is truly effective.
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