In the last decades, manufacturing sales were mostly relationship-driven. So, it might be hard to believe that online marketing can also be an effective way to generate qualified leads. Our web marketing agency laid out digital tactics that have proven amazing results for manufacturing businesses.
1. Invest in your Website
Your website is arguably the most important element of your entire marketing strategy. All your tactics should be driving traffic back to your website. Therefore, overhauling outdated web designs to keep up with industry standards is essential. B2B marketing executives consider the following aspects when looking at the website of a potential solution provider:
- Relevant content that speaks directly to their company.
- Easy access to pricing and competitive information.
- The website speaks directly to the needs of their industry and expertise in their area.
- Easy access to content (no long forms).
- Vendor-focused content (case studies, product data sheets).
- Thought leadership content (white papers, research, etc.).
- Search and navigation tools.
2. Generate Traffic with Paid Search
Search Ads are sponsored links that make your site a top result when people search for chosen keywords on Google or Bing. Investing in paid advertising is a quick way to increase the number of qualified and engaged leads coming to your website. It’s also the fastest way to outrank your competitors on search engines. Considering that the first 5 results in Google get almost 70% of all clicks, ranking in the top results for relevant queries is crucial.
3. Create Brand Loyalty with Social Media
No matter the size of your manufacturing business, social media can help you reach your goals. Take advantage of social media to increase brand awareness and brand loyalty. Create engagement and spark interest with behind the scene images, employee interview or product reviews.
4. Nurture Your Leads
Lead nurturing is all about creating a relationship with prospects, at every step of the sales funnel. Inbound marketing and email marketing are two cost-effective ways to keep in touch with your leads.
Inbound Marketing
The Inbound methodology is all about attracting users to your website through content that matters to them. Attracting, Engaging and Delighting customers are the three main pillars of Inbound Marketing.
By establishing a robust, cutting-edge, and reliable inbound marketing system, you’ll cut the cost of your marketing initiatives.
Also, using a Customer Relationship Management Platform (CRM), such as Salesforce or Hubspot, keep your leads organized and makes it easier to tailored experiences.
Email Marketing
With long sales cycles and multiple decision-makers involved, it can be difficult to keep your prospect engaged. Email marketing is a cost-effective, easy way to keep in touch with your potential customers throughout their buyer’s journey. Remember to focus on personalized incentives or valuable content when you reach out.
5. Spark Interest with Content Marketing
Content marketing involves the creation and sharing of online material without explicitly promoting a brand. It doesn’t directly sell, though it may recommend or feature the brand, product or service. Content marketing spans a range of mediums such as blog posts, YouTube videos, conferences, white papers, and podcasts. Therefore, a great content strategy will help feed your other marketing channels.
Blog
Having a website blog can help you stand out from your competitors. It allows you to draw more organic traffic to your site, develop your company’s reputation and position your brand as a credible source of information. And, by regularly posting content on your blog, you can also improve your search engine positioning. Blogging is a long-term winning strategy.
Video
Increasingly important in today’s digital landscape, video content allows for efficient diffusion of complex information while providing an engaging user experience. It’s also a fantastic way to showcase your brand’s stories and your unique selling points. Therefore, it’s easier to establish trust and credibility as a B2B business.
Need help implementing one or more digital tactics into your marketing strategy? Get a custom proposal here.
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ABOUT THE AUTHOR
Marie-Joëlle Turgeon
Marie-Joelle works at Bloom, a digital marketing agency, as the Director of Marketing. She's passionate about digital marketing tactics (from social media to web design) for B2B businesses looking to grow online.
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