2015 Control System Integrator Digital Marketing

Benchmark Report

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Assessing the state of online marketing in the control system integrator industry...

We randomly selected 100 North American Control System Integrators.

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The study focused on 32 metrics within 5 major performance groups...

Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?

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The study focused on 32 metrics within 5 major performance groups...

Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?

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The study focused on 32 metrics within 5 major performance groups...

Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?

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The study focused on 32 metrics within 5 major performance groups...

Social Media: Does the website connect with multiple, active and engaged social media channels?

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The study focused on 32 metrics within 5 major performance groups...

Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?

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The CSI Industry Lags Behind

When compared to other B2B

industries, Control System Integrators lag

overall and in every individual

category.Design & Usability SEM Content Marketing Social media Marketing Funnel

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Digital Marketing Performance

System Integrators B2B Industries SI Avg B2B Avg

Key FindingsWebsite Messaging and Usability

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Websites Are Significantly Outdated

Technologies and messaging on CSI websites have not advanced with other B2B industries.

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Immobility

79% of websites are not mobile-friendly.

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Immobility

But Mobile Is Critical!

Mobile users overtook desktop in 2014.

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Immobility

Yes, Even In B2B

Mobile is preferred over the PC for executives conducting research during and after office hours, according to the IDG Global Mobile Survey 2014.

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Content Mismangement

Nearly half (48%) do not use a Content Management System (CMS).

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Content Mismangement

A CMS makes maintaining and optimizing a website faster, less expensive, and more scalable.

Key FindingsSearch Engine Marketing

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In Search Of…

Control System Integrators are not leveraging search engines to generate organic or paid traffic to their websites.

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Authority

85% of websites have a Domain Authority below 40 (on a scale from 1 to 100).

10 20 30 40 50 60 70 80 90 1000

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Domain Authority

Domain Authority

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Authority

A domain authority below 40 makes it harder to rank for important search keywords.

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Ad Block

Yes No

Just 3% of CSIs are advertising on Google’s search engine.

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Ad Block

A budget of approximately $100 per day could result in roughly 25 clicks and 3,000 search impressions per day.

Key FindingsContent Marketing

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Unremarkable Content

Most of the content on surveyed websites was inwardly focused, providing little value to visitors in early buying stages.

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Unremarkable Content

As part of a comprehensive inbound marketing program, offering remarkable content is the foundation of higher ROI.

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Bloglessness

Two thirds of CSIs have no blog or news feed.Only 12% had a blog that published industry-focused content.

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Bloglessness

Hubspot’s State of Inbound Marketing report (2014 – 2015) shows that blogs clearly outperform other lead sources.

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Unsociable

Two thirds of CSI websites exhibited little or no social media activity.88% did not incorporate social sharing buttons.

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Unsociable

Social media was ranked the most important lead source.

Key FindingsMarketing Funnel

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Leaky Funnels

System integrators are largely ignoring the top of the marketing funnel, focusing primarily on evaluation and purchase.

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Leaky Funnels

Offering content at every stage in the marketing funnel generates more leads.

• White paper• ebook• Kit• Tip sheet• Checklist• How-to video• Educational webinar

TOFU

•Product webinar•Case study•Sample•FAQ

• Data sheet• Demo

MOFU

• Free trial• Live Demo• Consultation• Estimate• Coupon

BOFU

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Calls to Action

84% of websites lacked compelling, visually distinctive call-to-action buttons.

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Calls to Action

Calls to action prompt visitors to take the actions that help meet your goals for success.

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Landing Pages

95% of websites failed to use landing pages, which contain an offer designed to collect information from prospects.

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Landing Pages

Landing pages are the front door to let prospects into your marketing funnel.

Download the Complete Report

Download the entire 33-page report, complete with marketing trends and graphs for all 35 criteria. Each result is presented along with a detailed explanation and tips for implementation and improvement.

www.authentiasoft.com/2015-csi