Call: (866) 432-8235

Read the Latest from Upward:

Industrial Marketers - Health Check your Industrial Directory Campaigns

WRITTEN by: Bill Sterzenbach |
categories: SEO

Sep 2011


We see a lot of industrial clients. In the spectrum of activities, we almost always see some degree of Thomas or Globalspec as part of their mix. Usually, These guys add to the value of their marketing efforts and are a positive component, but sometimes either through weak implementation or overly broad application we have clients that could improve the use of these tools greatly.

Step One: Measure

Be sure you have tracking parameters on all of you links in the directories. This is very simple to setup. To setup easy Google Analytics tracking URL's go here.

In addition to measuring clicks, you definitely need to measure calls as well. Some of the directories provide a phone number for tracking, but others do not. Ideally you should purchase your tracking numbers from a third party giving you flexibility if you need to move your program around. There are several great providers out there. I like IfByPhone

Step Two: Compare

Now that you are tracking your calls and inbound clicks, you should be able to compare the results to your other campaigns right within Analytics. It's now a simple dollars to results comparison. I'd look at direct traffic vs. search traffic vs directories. Take a look at conversions, time on site, page views per visit, and bounce rate

Step Three: Tune

Now, you may find from your journeys that the directories are not performing as well as other initiatives. Don't abandon them just yet. Contact your rep, let them see your findings and ask for direction. Often a rep can fix an ailing campaign with a few tweaks.

more insights

Upward Joins Forces with Lamark Media

Apr 21, 2021

Paving the Way for Accelerated Growth and Unparalleled Cross-Channel...Read

Most Surprising Reason for a Hospital 1-Star Review

Feb 14, 2020

As a health care provider, you will get one-star reviews. You just can't...Read

How Virtual Reality Can Save the Day for Trade Show Experiences

Feb 14, 2020

Listen in as Mark Goodwin chats with Zach Myers and Bill Sterzenbach on how...Read

The #1 Reason (by a wide margin) Health Care Patients Posted 1-Star Reviews

Jul 11, 2019

Upward recently analyzed over 3,800 hospital reviews from all over the US. We...Read