The landscape of how companies offer manufactured goods to buyers has changed. The quality of the production process and the final product might remain the same, but customer behavior has taken a sharp turn. Customers have migrated to the Internet, and they are looking for you online.
While tried and tested methods of acquiring B2B leads might still work for regular customers, even they will find it hard to continue doing business if you don’t connect with them where they are. The digital arena is where your customers want you to be. You can use some digital marketing tips to let potential leads find you.
1. Use SEO in Combination with PPC
SEO (Search Engine Optimization) and PPC (Pay-Per-Click) ads share common features which makes them compatible, while some of their differences can complement each other. For example, since both SEO and PPC rely on keywords associated with your product or brand. You only have to research keywords once to use those terms for your optimization efforts and ad campaigns.
Alternatively, PPC aims to achieve immediate first-page positioning but gathers low-quality traffic. SEO seeks to gather high-quality traffic, but only after an extended effort. When used in combination, it becomes apparent that PPC gathers the traffic SEO needs to grow, while ranking caused by SEO builds trust among searchers when they see a PPC ad.
The digital strategy typically works well for manufacturers, because it allows you to target specific and broad terms, like “saws” as opposed to “red electronic buzz saws for sale.”
2. Create High-Performing Content
If you compare content marketing to manufacturing, then the high-value content is the primary material used to produce your goods. That’s why the quality of content must remain high, to supply only the best to the customer.
There are various types of content, from webinars, podcasts, images, and videos (which are up to 80% of use.) All your content for blog posts, newsletters, ebooks, and white papers will have to be:
- Valuable – so it adds value by informing or educating the consumer;
- Engaging – so it is pleasurable and enjoyable;
- Credible – so you establish trust and authority with the consumer;
- Optimized – so it is accessible regardless of the platform or device;
- Promoted – so it can reach the desired target consumer;
- Regular – so consumers know when to expect the next piece of content.
Content which hits all six marks is considered high-performing and over time can be a valuable resource which generates high-quality leads.
3. Humanize the Brand
Manufacturing companies need digital marketing because they often seem too corporate, cold and distant from their customers. Digital marketing allows you to give a human voice to your brand and stand out from the competition. By doing so, customers get to know the company inside-out and come to realize that genuine people work there.
A photo campaign on social media might be a great way to showcase different team members. In contrast, you can motivate staff to vlog about new trends in the industry. It not only builds your authority as an industry leader but gives it a personal touch which customers duly appreciate.
Be it digital or traditional; the consumer is at the center of all your marketing efforts. It is the most important thing to remember when creating any marketing strategy. Talk to your customers to determine their pain points, desires, and attitudes. Once you know what they want you can center your product around a solution, market it based on their needs, and gain their trust through a successful purchase.