Did you know that buyers spend 70% of their time doing research online prior reaching a company? Due to tremendous data readily available online, they are becoming more and more aware of the options they have.
Considering that prospects can do researches whenever they want to, companies with limited online presence are missing out on a huge opportunity. Good thing, with the help of this article, you’ll be introduced today with the influences of digital marketing for manufacturing industry.
Keep on reading below.
The type of content people are searching for changes. At first, they were simply looking for options. However, when they are prepared to start considering companies, you want to be sure you still have multitudes of great content to meet their needs. Remember that they’re doing 70-80% of their research online before they contact a business. It’s also likely they will visit your website multiple times before ever initiating contact with you.
Case studies are significant pieces when it comes to inbound marketing for manufacturers. You should develop many case studies that show how you solved the pain for a customer. The case study can talk about things like solving problems for customers,
Case studies allow the prospective purchasers to see how your company has helped other buyers. Most manufacturing companies can rattle off dozens of examples for case studies, but very few take the time to develop solid ones as part of their digital marketing strategy and for use on their website.
By now, you probably realize you need a professional website that conveys your brand and credibility. However, there is more to it than that. You also need relevant content.
Nonetheless, not all content is good content. What you should be producing are contents that answer the questions your buyers are researching online. They are likely not ready to purchase yet, but you’re able to start to build credibility by helping them with their queries. This credibility you’re building will pay dividends later when they’re ready to start looking for companies that can solve their problem.
New Market Discovery
One very effective way of testing new markets both in terms of geographic markets and specific industries is through Paid Advertising. Your reach with traditional marketing is limited. Trade Shows are a staple of many manufacturing companies; however, you’re only reaching the people that choose to physically attend the event. Also, the trade show you’re participating in may not be attracting buyers from markets you don’t even know exist.
With paid advertising, you can cost-effectively target a very specific demographic. For manufacturing inustries, Google AdWords and Facebook Leads Ads are two platforms that work differently, but allow you to reach new prospects in a cost-effective manner.
For example, let’s say you have strong brand and market penetration in a three-state region and you would like to expand your reach into two neighboring states. However, you’re not entirely sure what the demand for your product is. In this case, you could run a very targeted campaign on Google AdWords that targets prospects in a specific geographic area that are searching for your specific product. These are people that have a problem and are actively searching for solutions. You set your budget and you’re able to get some immediate traffic to your site, so you can start evaluating the long-term prospects.
Facebook Lead Ads are proving to be a cost-effective means of B2B lead generation. Your goal is to target people during their leisure time. In this case, the conversion is easy for the prospect. What’s great about Facebook Lead Ads is it lets you target a specific buyer persona within a geographic area. You can do similar targeting on LinkedIn but it is found that there’s more success on Facebook for B2B lead generation for manufacturing companies.
It is nothing but hard to close deals and build your customer base. Also, it’s much more difficult and more expensive to gain a new customer than to retain the existing ones. As a matter of fact, it can cost businesses as much as 6-7 times more just to attract new clients. Whilst one of your goals is to widen your business to reach more prospects, you must not forget about your already customers. If they are satisfied with your products and/or services, they’d likely come back and purchase for more. Having said that, it is only important to consider not losing them. You can do this through consistent communication and education. You can continue to build credibility by educating and communicating with them in a way that gets them answers to questions and solutions to problems. One easy way to do this is through a monthly email update.
Provide your customers contents they want to read and updates about your service and/or company in a monthly newsletter. These customer-focused newsletters may include stuff like blog articles (considering that not everyone is a subscriber of your blog), product announcements and some industry updates.
The crucial thing to keep giving customers useful information that will help them solve problems on a regular basis. A monthly email update is an effective way to do this and it doesn’t require a huge amount of effort.
Recognizing these perks, it’s time to take action now. It is not too late start active engagement with digital marketing. Your competitors are probably well ahead of you, but you can always make up ground with a cohesive plan.