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Thursday, March 15, 2018

Remind Customers Who You Are

When a company’s been in business 30, 40, 50 years, it’s pretty easy to forget that not everyone with whom you interact knows you or understands the breadth of the experience you may offer that differentiates your company from your competitors.

And, outlining your whole company history on your website About Us page can get a bit unwieldy and long-winded.

But, it’s important from time-to-time to reflect on what makes your company the type of business your customers seek out.  Likely, it’s more than one thing, dependent on the specific needs of each customer.

Sharing that information with new prospective customers helps demonstrate your potential fit beyond a list of products or capabilities.  The best way to do that is through a blog article.

Blog articles provide companies with the leeway to share varied information in a less formal way than they might write their website or a press release.  A blog can be used to announce new product information, new hires or new capabilities. It can also be used to share the warmer side of your business like talking about volunteer work or charities your company supports. And, it can be used to bolster your company’s leadership position with articles that discuss the industry issues your product or service addresses and how your company attained its level of success.

One example of using a blog article to remind customer who you are comes from Fujitsu Glovia, Inc., a California supplier of manufacturing ERP software.

In a recent Tumblr blog, the company retells a bit of its history as a division of electronics manufacturer Fujitsu Ltd., and how its association with a large, global manufacturer has enabled it to 

The company also recently used its own blog to create a “Getting Started” series of articles that highlight specific modules in its ERP system.  Check out these articles about the Product Management ERP Suite and the Manufacturing Management ERP software.

Few companies will have breaking news each week or month to keep their blog sufficiently populated. But, with a little creativity and a willingness to dig through the company archives, you’ll find plenty of topics of interest to your prospective customers.

Monday, March 5, 2018

Stone Veneer, Steel Entry Doors Among Best Home Improvement Projects for ROI

It’s a pretty cool thing when respective media sources validate your products. As it does every year, Remodeling Magazine has issued its 2018 Cost vs. Value Report, which tracks the return-on-investment for a variety of home improvement projects across 100 markets in the U.S.

For homeowners considering selling their homes this year, this is a great resource. The report helps sort through all the potential home improvement projects that everyone has heard will “really help you sell your home” and offers guidance on how much value those types of projects will return.

ProVia Limestone and Dry Stack Manufactured Stone Veneer

Interestingly, a big kitchen update wasn’t No. 1. A minor kitchen update came in at #5 with 81.1% ROI. The top four projects cited were all home exterior projects:

  • #1 – Garage Door Replacement – 98.3%
  • #2 – Manufactured Stone Veneer – 97.1%
  • #3 – Steel Entry Door – 91.3%
  • #4 – Deck Addition – 82.8%

ProVia Legacy Steel entry door
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For ProVia, a Sugarcreek, Ohio, manufacturer of home exterior building products, the report highlighted the value of its four categories of products: entry doors, replacement windows, vinyl siding and manufactured stone veneer.

vinyl siding and vinyl windows

In addition to the manufactured stone veneer and steel entry door mentions at #2 and #3, new vinyl siding came in at #6 with 76.7% ROI and replacement vinyl windows came in at #7 with 74.3% ROI.

In fact, seven of the Top 10 value home improvement projects were for exterior home improvements.

Investing in exterior home improvements not only improves a home’s curb appeal, but can improve functionality through better energy efficiency, better security and improved durability.

Learn more about the 2018 Cost vs. Value report.

Monday, December 18, 2017

Use your Expertise to Offer Customers Useful Information

One thing everyone can agree on, the Internet has changed marketing from being a push activity, to a pull. Internet users determine what they want to click on and read, so it can be daunting for companies to develop strategies that bring those wanted eyeballs to their site.

That's where resource information on your website comes in. Even if your potential customers aren't specifically looking for you when they initiate their search on Google, with the right attention to material that hits their hot buttons, you have an opportunity to bring in those new users to your site.

An example of that would be the work we do with ProVia, a manufacturer of entry doors, patio doors, storm doors, replacement windows, vinyl siding and manufactured stone veneer. 

Along with detailed product information for folks making their product selections, the company also provides articles on common home remodeling topics that homeowners would find helpful.

For instance, when the company expanded with three new window lines:  Endure, Aspect and ecoLite, it also added articles to aid homeowners in how to pick out the right windows for their home.

Articles tackle common questions homeowners might have when considering new windows for their homes, like how to determine your home needs new windows, tips for choosing the best replacement windows, choosing between various window styleswindow glass selections that improve curb appeal, and picking the right windows for energy efficiency in your climate zone.

Providing tips and articles that help your customers make informed decisions builds your company's reputation as an expert in its industry and as one that is customer-friendly.  Not to mention, these types of resources, a form of content marketing, also are great for improving your website's SEO.

For assistance with your content marketing initiatives, contact Pilot Fish at 877-799-9994 ext. 2102.

Thursday, October 26, 2017

Good B2B SEO = Good Usability = Good Lead Generation

A lot of companies want their corporate websites to be all about them - what they want to sell, what they want their image to be. 

But the most successful companies know they get their best leads from online marketing that focuses on what the customer wants.

Aside from the perfect solutions to their problems, most site visitors, whether they know it or not, want usability. They want websites that are easy to navigate and easy to read, websites that let them find what they need quickly and then move on to the next tasks on their unending lists of tasks.

That can be done on the micro level by using white space, font size and other elements to make each web page legible.

It can also be accomplished on a site-wide basis by paying attention to details like the placement and wording of navigation buttons and the proper use of calls to action.

Sites that are easy to use increase the likelihood of visitors staying on your site to find what they want. And, if they find what they want, they're more likely to contact you for help in getting that want satisfied. 

For help in satisfying your site visitors, contact Pilot Fish today by calling 877-799-9994, ext. 2102 or by submitting this simple form.

Saturday, September 30, 2017

Picture This: Boosting Your B2B SEO with Images

Sometimes, it might feel like you're simply SEO'ed out ... there's no plant expansion to write a press release about, no new product to write web pages about, no upcoming trade show to blog about.

You've even turned every one of your company's PowerPoints into a slideshow to share on-line, and you just feel like you've got nothing left to give when it comes to B2B SEO.

 But ... if your company has a professionally designed website, you're likely sitting on a goldmine of SEO opportunity without even thinking about it, i.e. the product, staff and facility images on your website.

You can post all of these photos to image-sharing websites like Pinterest and Flickr to get a nice one-two punch from these visual resources that you've already paid for.

Pilot Fish client Avalon Precision Metalsmiths recently took this route by posting some great product images to both websites. You can see the results at and

Based in Cleveland, Avalon specializes in investment casting in a wide range of materials, including:

Thanks to Avalon's extensive list of materials and capabilities, the company had a slew of interesting images to post on Flickr and Pinterest, each with a brief description and a link back to an appropriate page on Avalon's website.

Ready to begin reaping the B2B SEO benefits of image-sharing sites? Click here to read some tips on using Pinterest -- and to find out which major manufacturers are using image-sharing sites and why they're doing so.

Friday, June 9, 2017

Press release distribution and B2B SEO

Despite having originated at the dawn of the last century, press releases remain a great way for companies to:
  • Provide important company updates
  • Increase name recognition
  • Establish brand leadership
  • Support their Internet marketing efforts
And a press release properly optimized for the search engines is a great addition to the website of any company looking to promote itself. Useful, well-written copy crafted to appeal to your target audience and to the search engines will always enhance your corporate website’s SEO.

But not all press release distribution services are created the same. Read about some of the most obvious red flags in our most recent blog post.

Friday, June 2, 2017

A good technical foundation sets the stage for a successful corporate blog

Good SEO can make just about anything better - your company's website, your YouTube channel, your social media posts. Hitting all the SEO markers -- especially on the technical side -- makes all of your Internet marketing more visible.

And the same holds true for your corporate blog. An intriguing title and strong content will make the lasting impression on your readers, but you need to get the technical side right to make sure your readers show up in the first place.

Read our most recent post to learn more.