The upstream industry in the domestic hardware market includes basic metals such as steel, aluminum, titanium alloy, etc., and the downstream is dominated by hardware products, such as: transportation, construction and home decoration, machinery and equipment, and civil safety precautions. What should brand marketing do in the hardware industry? We use data to help these companies tap into new market demands.
Here you can use Google tools to analyze the trend of the hardware industry, first of all, from the search volume trend of Google, compared with products with off-season, the volatility is not large, the overall fluctuation of the hardware industry throughout the year is relatively stable, only in February there is a small trough period. Mobile devices are trending the most searches, while searches are on the rise and desktop is slowly declining.
1.Trend comparison between CTR and CPC
The best way for brand marketing in the hardware market is to use search engines, we take Google as an example, the price distribution of a click can be seen that the price of a click in emerging markets such as India, Vietnam, Mexico and other places is low, while Canada and Australia have higher customer acquisition costs, so will this part of the market give up?
In fact, in this case, brand marketing needs to take more advertising forms, find cost-effective keywords per click to target these areas, and the low-cost click-through areas can start with search ads. In addition to CPC, you can also look at the click-through rate indicator, India, Vietnam, and Mexico are still very advantageous in terms of CPC and CTR.
2.Top country searches and seasonal changes in CPC
According to the seasonal variation of Top country searches and CPC, each click fee has changed between 0.14-0.39 over the past three years.
- The UK has the most searches: November, while CPC: peaks in June;
- Indians’ searches peaked in December, CPC peaked in April;
- Vietnamese people have the most searches, peaking in August and peaking in January;
- In Mexico, the highest number of searches is in October, followed by CPC: April.
To do brand marketing and online marketing promotion, we also need to have a website suitable for marketing, in order to better carry out our overseas business, for B2B hardware industry customers, what kind of website can maximize the effect?
First, the basic components of the website: the website page needs to display promotional information, login form, clear navigation bar, prominent search box, suitable product image materials, best-selling product list, and color matching in the website layout, which are very convenient for users to navigate. This is the most basic element. Second, for foreign trade customers, it is also necessary to list functions such as phone calls and online inquiries to facilitate order tracking.
3.Optimize your site with Google tools
Optimizing your site regularly is also an important part of brand marketing. The site loading speed is slow, and more than 3s will cause the problem of high website bounce rate, which can be carried out with the help of website speed testing tools, and the adaptability of the mobile phone is also very important.
4.Hardware industry keyword guide
After website optimization, how to choose keywords when delivering accounts? The hardware industry contains many types of products and many keywords. So can all keywords be published directly? Nor is it common mechanical standard parts, detailed specifications and standard numbers, these terms can be set. This requires customization of non-standard parts, which vary from country to country and industry standards. For advertising in different countries, we need to add customized words to the description of the advertising slogan.
Through the analysis of the overall data of the industry, market demand, placement location and keyword selection, the comprehensive formulation of brand marketing strategies can better help enterprises go overseas. Moreover, the market will not be static, and we must make adjustments at any time according to changes in the market and the performance of the delivery data.
