366 Marketing

Turn more prospects into customers

The Complete Guide to Video Marketing

Follow Us

Inbound Marketing Certified

Get Your Trade Show Marketing Guide

marketing for manufacturing

By

Better Leads for Material Handling with Inbound Marketing

A few years ago I was the director of marketing for a large material handling company. The traditional way they got qualified leads was that the salespeople prospected, found their leads, qualified them and then launched some of them into opportunities.

Not the most effective use of a salesperson’s time.

Then we discovered Inbound marketing. In six months we were able to increase qualified leads by 1200%. Not a bad R.O.I., right?

Let’s explore why inbound marketing works so well for material handling companies.

By

Marketing for Manufacturing Companies? Your Site is Only the 1st Step

You finally convinced your team that to effectively market your manufacturing company you need to update your website. Now you have a new site, it looks great and you are crushing your competitors site. 

Message? We have a great message!

And check out those images. Man, they are crisp!

Video? Heck, yeah we have awesome video. An interview with our CEO! And man he can tell a story!

So… I guess we just sit back and wait for the new leads to pour in….and let’s keep waiting….and wait a bit more…..

OK, so now what?

While a great looking, slick website is important for branding and presenting a good outward face for your company, it is not necessarily going to draw in hordes of new leads for manufacturing companies.Marketing_for_manufacturing_companies.png

For that you are going to need a digital marketing strategy. You have your fancy new website, but now you need to promote it.

Here is a step-by-step intro to a campaign to promote your website.

Step 1: Find or create a great piece of digital content that will be of value to your customers. Ideally it is content that will help prospects solve a problem they just discovered.

For instance, a possible problem might be that they need more accuracy in their distribution center.  Your piece of content should be something along the lines of an e-book or a kit to help them figure out how to solve this problem.

Step 2:  Set up a landing page on your new, cool website where people can download the content. I would put a form in front of it so people have to give you a bit of information to download. If your content is valuable people should have to pay for it with a little information, don’t you agree? And this is how you are going to generate the audience.

Step 3: Now you need to promote your awesome digital marketing strategy. Write a blog post with keywords that will appeal to your target audience. Talk about your content on your social media channels. When you send your newsletter, use a great call to action to push your content.

Step 4: Repeat next month.

While this is a time intensive strategy, it has some clear advantages.

It serves multiple goals. Not only does great content generate leads, you can also use this digital marketing strategy to position your product.

It brings more qualified visitors that you are trying to attract. Because you have targeted content for your audience you get more of the people you want on your website.

It is evergreen. Meaning that unlike other tactics that if you stop spending, or stop promoting, it will cease to generate leads. Once you produce something it will always be there, and in fact, the longer it is up garnering likes it becomes more powerful.

Want to learn more about marketing strategy for manufacturing? Download our guide.