Manufacturing News

Measurable differences – online marketing that works for your business

The internet has been an increasingly popular way to market to existing and potential customers for over a decade now. However, many still find online marketing ineffective because they don’t know how to integrate the different activities. With the right approach, online marketing is a very effective and efficient way to generate sales leads. 

Online marketing is an umbrella term that incorporates your business’ website, social media presence, visibility in search engine results, directory listings and more. The internet offers a huge range of potential marketing activities, with new sites emerging constantly. 

Looking for a simple way to reach more customers in more locations, IDM Instruments Pty Ltd turned to online directories as the solution. As a 40-year-old business that manufactures and supplies an extensive range of quality testing instrumentation IDM are always looking out for ways to innovate their marketing strategy.

Already having a business relationship with online directory, IDM decided to upgrade its basic directory listing to “further enhance” IDM’s online presence. The business found that, as Australia’s manufacturing, industrial and mining online business directory, was a perfect fit for them to market online.

International Sales and Marketing Officer, Julia Lucey said, “IDM has been advertising with since 2001. We were hoping to be able to reach more customers, more locations and wanted to make it easier and quicker to do this by advertising on a directory online.” 

When it comes to the ever changing world of online marketing, it pays to have an organised strategy. The best way to market your business online is to have a clear idea of what you need to do, and when and how you will do them. Focus on an end goal – usually, this is to drive people to your website.

Make the most of your listing

More than just a directory, also has a wide range of other functions which businesses can take advantage of. Ms Lucey recommends uploading press releases to take full advantage of the site.

Press releases keep you top of customers’ minds and are great for improving your search engine ranking. You could post the press release on your blog, include it in your e-newsletter or, if you are listed on an online business directory like use their free press release distribution service. 

“Press releases are imperative to a successful listing. I have received an enquiry for a product which was listed in 2007 and the enquiry came through in the first week of June 2011,” she said. “IDM utilises all available resources through our enhanced listing, including images, weekly press releases and three product showcases.”

“A quick media release once a week keeps you toward the top of the game. This is my number one recommendation to others wishing to advertise with online.”

Measurable differences

IDM Instruments’ catch phrase is A Measurable Difference and this is one thing they have found by using as a marketing tool.

“ is the only resource which has supplied IDM Instruments Pty Ltd with a free call number for our online audience to utilise. This has made a noticeable difference to how many calls come through directly from our viewers and a record of these calls is now also included in monthly reports,” Ms Lucey said.

“Monthly reports received through are extremely thorough.  Not only do we see how many articles are viewed and how many times we are contacted, either via immediate email, or phone calls, but we also have a record of how many clicks we have through our website.”

Ms Lucey said online marketing is the most used source of product research and “therefore, it is a must for all businesses to be able to be found online”.

“IDM also uses a few other online directories predominantly located internationally, however, has proven to be the most productive resource,” she said.

Online marketing is generally cheaper and more targeted than print marketing, and once you have a strategic, integrated approach that takes into account a timeline, your actions and who will be doing them, you will find that your efforts will pay off with better quality sales leads in greater numbers.

About is an online business directory servicing the Australian Manufacturing, Industrial and Mining industries. Owned and operated by Catch, an online division of Reed Business Information Australia, has a range of different packages available for both small and large businesses starting from a free business listing including business name, address and basic contact details for all Australian businesses in the manufacturing, industrial and mining sectors.

Dom Weatherhead is Account Manager of



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