On the panel: Scarlet Hao, Digital Strategy Consultant, Accenture (facilitator and participant). Shelley Foland, CEO, Softies. Lisa Winton, CEO, Winton Machine Company. Holly Gotfredson, President, American Metalcraft and President, Finishing Dynamics.
Lisa, can I start with you? How have you historically marketed Winton Machine Co and how is your approach evolving?
Lisa Winton At Winton Machine we have undergone a huge transformation in our marketing and presentation as a business. 25 years ago we built a PHP website that carried information on our product range. Fast-forward a quarter of a century and in March 2023 we will launch the fourth iteration of our website. Every time you undertake an overhaul like this you learn so much through the process. Content is king, of course, and once again we have put our best foot forward to really try to deliver. We have long invested in expert support, from professional photographers to videographers and more, and the site we are about to roll out really tells our story well, with a lot of strong video content to the fore. We know our customers and would-be customers want to consume good, punchy video content and that’s a focus. We use a private Vimeo video channel for our website but also post on YouTube to keep up our Google rankings.
Shelley Foland It is interesting to hear about those strategies. One lesson for us at Softies is to lean on experts in relation to content and our content marketing strategy. There are so many variables that need to be understood, from SEO and keywords to the content planning. Internally we found we just didn’t know enough, so using an agency is valuable. It is good to have expertise on hand, particularly as things change so fast. How should we use Instagram? TikTok? So many questions and they just keep on coming.
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