Lead generation is the primary goal for every marketer – irrespective of the industry or vertical he/ she works in. Even for marketers in the manufacturing domain, this background remains the same; although, the challenges could be different as compared to their counterparts in other industries. So, to ensure that their marketing efforts bear fruits, they need to initiate the process of finding customers themselves, rather than ‘waiting to be found’ – they need to pave the way to be discovered.
So, how do you, as a marketer, handle the expectations? How do you manage the marketing requirements for your manufacturing firm?
Whether you are new to this domain or you’re a veteran who has tried all other traditional means and are now looking for digital solutions – here’s your chance to learn some ‘tried and tested’ ideas to increase leads and drive up revenue for your manufacturing firm.
Before I recommend the lead generation best practices, here’s a sneak peek into some of the common challenges that most marketers in the manufacturing domain face:
While the problems are generic, the solutions can be specific – they may depend upon your marketing spend, the strength of your marketing team, your organization’s ideology, and the marketing automation tools you use.
The first prerequisite for going digital is putting up a nice website that acts as the face for your firm. To increase, maintain, and better your online presence, creating an interactive and engaging website is a must. This can not only provide an efficient way to drive visitors (new engagements) to your website but can also offer your partners and clients (existing engagements) a platform to learn about your business, the products on offer, and latest launches. So, while you are building a website or revamping the old one, remember to refresh the content, design, navigation, and structure, as well as the internal website search function. Each of these plays an important role in guaranteeing the return of visitors and therefore ought to be seriously considered. In the digital sphere, competition is very high; to remain on top of the game, you need to have something more than simple product descriptions. You need to build a repository of thought leadership content that adds value to your brand:
A well-designed downloadable catalog can be a powerful asset for your manufacturing firm. It can be created promptly and extensively shared among prospects and customers.
It’s important to refresh your website with thought leadership material regularly. Get your key people to develop the content for these pieces through which they can share their experience and expertise. Whitepapers and eBooks wonderfully reflect the work of experts, and by regularly publishing these collaterals, you can keep your reader engaged, display your company as a leader in the specific domain, and strengthen your marketing efforts as well.
Case studies can come handy while offering glimpses of your work and the high-quality standards that you maintain. These bear imprints of the value you’ve added to your partners and customers, and therefore they can speak volumes of your efforts.
Digital marketers, across verticals, aim to score high using contextual marketing strategies. These help marketers to zero-in on users’ product preferences and choice of ads based on history. While this helps marketers to find relevant ads for displaying, it reduces the annoyance on the part of the user. Contextual marketing helps brands to personalize the experience for users and thereby keep them engaged and inspired throughout the buying journey.
Agreed that manufacturing units may not require the power of every social networking channel to boost their popularity. Nonetheless, it can be negative to undermine the standing of this tool in the digital milieu. So, identify the channels that work for you and explore this as a lead-generating solution for your manufacturing firm. Social channels are major avenues that promote interaction; use these to the fullest and engage your prospects like none other.
Like all other businesses, manufacturing firms too need to nurture old leads and onboard new ones. Email marketing can be a handy tool to help you realize this. Be it your monthly newsletter or a recently-published Thought Leadership piece: emails can help you promote these and much more. Personally, for me, email marketing has been one of the most effective and useful lead-generation solutions. It allows you to test different options while you aim to engage customers – subject lines, banners, and the content you are trying to promote (blogs, eBooks, webinars, etc.) – to the same or different audience.
Email marketing is a wonderful tool to personalize your interaction with the recipient(s). Contextual marketing will help you design a single view of the customer – use this learning to create interactions that best connect with your target audience.
For marketers in the B2B instance, account-based marketing (ABM) helps generate high-value customers and keeps them engaged as well. This solution offers you the right direction to channelize your ‘personalization efforts’ whether it is displaying the perfect banner, video, advertisement, and so on. ABM helps you target specifically, and thereby increase database and clientele through your lead generation efforts.
For the uninitiated, the account-based marketing model cuts the frills from all not-very-relevant accounts and concentrates only on the large, authentic, and relevant accounts that have better conversion chances. By streamlining this, marketers already ensure the sales and marketing tactics that will work while approaching and interacting with the accounts in question. For marketers in the manufacturing realm, if you wish to stay clear of the ‘hazards’ of the one-size-fits-all content, switch to the ABM model promptly.
Relevant for almost all businesses, digital marketers in the manufacturing vertical can often find themselves struggling with the above. However, streamlining the efforts and identifying the right tools that will work for your firm can help you work around these limitations. Learn about your audience to be able to create specific strategies that will pull them. If there are other challenges you faced while marketing for your manufacturing firm or there are specific solutions that you found handy, don’t miss to share them with us.