It makes sense that manufacturers want to talk about their products. Perhaps it worked in traditional marketing, but in the era of digital marketing, manufacturers need to put on a new hat to attract customers. Instead of leading with product information, digital marketing encourages manufacturers to provide solutions to their potential customers’ problems to grab their attention. A recent study by Gartner highlighted the dynamic of today’s complex sales environment. It revealed that customers are at least 57% into the buyer journey by conducting their research before considering getting in touch with a rep.
How to boost lead generation for your manufacturing company
1. Become part of the buyer’s early research process
Incorporate a focused content marketing strategy that provides valuable and relevant information to customers. To ensure that your content marketing is effective, it is essential to identify where your audience will be most likely to see and interact with your content. Don’t be afraid to check out your competitors’ sites to streamline your content.
2. Know your buyer persona
Be sure that you know your client persona as intimately as you would know your best friend – from their personality, characteristics, values to their ideals and goals. Take the time to define and develop your personas until you are satisfied that your customers will feel connected to you.
Manufacturers should establish some of the following points during persona development:
- What is most important to your customer when making a purchase?
- Where and how do your customers search for information on your products?
- Why do your customers want/need to purchase your products?
3. Search Engine Optimisation (SEO)
64% of marketers still believe in investing their time in SEO to boost web traffic. Effective SEO will help your website rank higher on Google through the keywords searched, which will make it more likely for potential clients to click on your site if your keywords are optimised. Good SEO will result in high return on investment (ROI) leads.
SEO will benefit manufacturing companies in the following ways:
- Increase in qualified leads
- More web traffic
- Boost in brand awareness
- Higher revenue
- Better ROI
If you would like to discuss a digital marketing strategy for your manufacturing company, contact our team of global professionals at WSI Digital Direction today.