The goal of industrial marketing is to bring your products and services to the people who need them and this has become a bigger challenge in the digital world of endless information. When you boost your products and company with search engine optimized content, you will be more successful at connecting with your consumers.
Organization and consistency are key elements for establishing and maintaining an effective online presence. Search engines want to connect their searchers to the most relevant content so your online strategy must be based on quality content tailored for people, not robots and spiders. In other words, “Make pages primarily for users, not for search engines”.
There are simple ways to implement SEO into every channel from social media platforms to the photographs you choose to showcase your company and products.
Do Not Underestimate The Power Of Pictures For SEO
Pictures are nothing but a bunch of pixels and after all this is what Google thinks of them too.
In order to bring the pixels to life on search engines, you need to follow these simple steps. To get the most out of your product photography each image should be appropriately named, sized and described. This works wonders for industrial companies that offer online product catalogs.
- Use ALT text to describe your product. Search engines find your photos by searching the text, not the image. ALT text is the primary text that Google uses to identify images in search results. ALT texts are usually the product name, i.e. 30 ft. horizontal car loading vacuum furnace, or Model MP1200 Melt Indexer.
- Use Title Tags to provide additional information to the visitor. This is the text displayed when a cursor hovers over the image.
- Adjust image file size. No one likes to wait for photos to load and page load time effects SEO rankings. To preserve the quality of your image and to ensure quick loading, use the free Image Optimizer tool. This will enable your photos to shine across all browsers and mobile devices.
- Add a File Name. Pick a descriptive name for your photo and I recommend including a link to your online catalog. You want to choose a file name that you want the image to rank for. Look at these search results as an example to see how the top results are linked to a site.
- All of your line items should have an accompanying image with them. The more pictures you have of your products, the higher ranking your catalog will be.
Over the years I have seen industrial manufacturing photography change from a basic professional service into a digital powerhouse that can bring any industry to life on the web. Search engines are a great tool to help consumers find what they need and they work together with social media to connect your brand to your audience.
THE INFLUENCE OF TECHNOLOGY ON PROFESSIONAL PHOTOGRAPHY
In 1827 the French inventor Joseph Nicéphore Niépce introduced photography to the world. Photography has evolved from a science experiment to a fast paced digital platform. Starting with silver nitrate, copper and other chemicals, the process of developing photographs was much more complex than that of today’s digital routine of memory sticks and laptops. Don’t get me wrong. This profession is packed full of digital tasks challenging me to produce powerful industrial images for my clients and digital photography allows me to expand my services into 3D rendering and photo re-touching.
The notable aspect of the technological influence on photography is how it is changing the profession. The demand for high quality professional photographs is diminishing, technology is shifting the way people perceive photography and technology has made digital photography more accessible. Every skilled and dedicated photographer knows the most expensive camera does not replace the value of professional experience or a pair of trained eyes.
Technology doesn’t create professionals
Take for example this comment from Barry Hayes, a 35 year old pro photographer in Vermont:
“We all started as amateurs. But some of us developed our craft and improved our art. And while technology may produce a camera that can make a technically perfect exposure, it cannot yet produce an artistically satisfying image or revealing portrait without the eye and mind of a skilled professional.”
Acquiring new business for professional photographers is more of a challenge than ever in the digital age. Businesses have adopted a “Do it yourself attitude” because it’s easy to access digital cameras and professional photographers are competing with point-and-shoot and smartphone cameras. Now is the time to show clients the potential in hiring a professional photographer. Professionalism extends beyond the images I create and leads into the fine details I put into every project. Professional photographers are those that put effort into bringing out the best of your company brand and push the envelope for every project. You hire a pro to visually connect your company and service to your audience.
Digital photography has become more widely accessible and improvements in technology are lowering costs of digital gear. As digital photography grows and taking pictures becomes a part of everyone’s life, the need for professional gate-keepers has vanished. I don’t fear the idea that everyone can have a digital camera. This is pushing the limits and keeping me accountable to deliver better work and bringing a new energy to the field.
Here is a snap shot of the widespread digital camera growth:
- From 2005 to 2009, the use of camera phones in the United States grew from 41 billion to 141 billion
- In 2000, the percentage of U.S households with at least one digital camera was 10%. This grew to 68% in 2008. In 2012 the percentage of U.S households with digital cameras was 84%.
With every evolving industry there comes new opportunities to expand your services and talents. Many companies are beginning to use video to connect with their audience on an emotional level and the demand for video is growing. Creating the perfect scene to highlight the best aspects of your business is one of the most challenging parts of my job and video allows me capture high quality HD footage to pair with your company vision. As an industrial photographer it’s exciting to know that industrial activity was first depicted in photographs at the beginning of the 1850’s. These powerful industrial images have captured generations of progress and innovation spanning over 160 years but the professionals taking these pictures are now experiencing the change that comes with such progress. Professional photography is not dying, it is just evolving and I will remain persistent by not letting my ability to “capture” overshadow my passion to “create”.
Re-Shoring Manufacturing For American Companies Now Has A Bigger Appeal Than Ever
Call it re-stabilizing, re-balancing or simply re-shoring. It is the concept of bringing manufacturing jobs back to the United States and companies are pleased with the outcome of doing so. For the nation, re-shoring brings back desirable jobs that have been lost to decades of off shoring. Businesses that have turned to countries for cheap labor have realized that labor isn’t the only thing they are paying for and that doing business overseas is more trouble than it’s worth.
First off, average wages in China have jumped 10 percent to 25 percent a year, hitting $4 to $6 an hour in some plants. Add in shipping and high fuel costs, and off shore manufacturing is no longer such a bargain.
Take for example the Minnesota company, Calibur11 that brought back the manufacturing of its’ gaming console protection kits to American soil because of the hassle they had dealing with China. Commissioner of the Minnesota Department of Employment and Economic Development said, “when you are dealing across the ocean, there are logistical issues and language issues and it’s not perfect overseas”. There are many reasons to bring manufacturing back to the states and one of the biggest supporters of the concept is Harry Moser, the founder of the “Re-shoring Initiative”.
The mission of the Re-shoring Initiative is to bring good, well-paying manufacturing jobs back to the United States by assisting companies to more accurately assess their total cost of offshoring, and shift collective thinking from ‘offshoring is cheaper’ to ‘local reduces the total cost of ownership.’
Some companies have never outsourced their manufacturing to other countries and they have their reasons for doing so. The upholstered furniture company Southern Motion didn’t see the cost reduction opportunities that a lot of companies thought they’d have going overseas. The furniture industry tends to import pre-made fabric kits but Southern Motion stitches everything in house. Leather and fabric kits need to be inspected and genuinely cared for and there are some parts of the kit that cannot be used. CEO of Southern Motion said relying on his own workers ensures quality of the product and allows flexibility that otherwise can’t be found by relying on work done offshore. Read more: djournal.com – ‘Reshoring’ could boost US manufacturing
So many companies focus on rudimentary costs, not the whole cost, which can add 20 to 30 percent,” said Moser. You may have improved margin by offshoring but your quality may have worsened and your overhead costs may be higher.
Follow Harry Moser on Twitter and support the re-shoring initiative while I leave you with his top reasons on how re-shoring benefits the companies in our nation and the nation as a whole.
- Brings jobs back to the U.S.
- Helps balance U.S., state and local budgets
- Motivates recruits to enter the skilled manufacturing workforce
- Strengthens the defense industrial base
- Strengthens companies’ ability to respond quickly to customers’ demands
- Improves quality and consistency of inputs
- Eliminates the waste and instability caused by offshoring