Attracting leads has always been one of the more significant problems for manufacturing companies. However, lead generation is an essential marketing goal to more than 80% of B2B marketers.
If you believe this to be the case, you should improve your digital marketing strategy to attract more leads, and this article will help you with that.
Understanding Your Target Audience
The first thing you need to do if you want to attract more leads is to define them accurately. Understanding the target audience was always crucial in marketing, as the entire development of your marketing strategy depends on it.
And no, your target audience cannot and shouldn’t be everyone, you have to narrow it down. You have to do the research and adequately define your audience. The most important thing here is to know the viewers’ motivations and the goals – when you specify that, you can determine your entire audience.
Once you know your target audience, you can start optimizing your SEO, because search engine optimization in combination with the knowledge of your target audience will help you increase your visibility to that exact demographic.
Your goal has to be to reach the first page of Google. The reality is that in the manufacturing world, the first three or so positions on the Google results page are the ones that get the most clicks.
Now, even though you’ve found your target market and improved your SEO, you still have to have an excellent website to keep these newfound leads and turn them into customers.
Your website is the core of your online presence, and it is a hub for your customers to learn about your company, as well as your products and offers. You must have an ideal website design for your industry if you want it to attract leads and turn them into customers. Plus, it has to be easy to navigate and well optimized.
Naturally, it’s not all about the website; you have to have better content on it. What’s more, you need to have good content outside of your site, but it all should lead back to your website.
When it comes to content, there are several ways for a manufacturing company to go about it:
- Blogs – Businesses that have regular and quality blog posts can have as many as four times the leads than the companies without them. That speaks volumes and explains why blogs need to be one of the major types of content for manufacturers.
- White Papers – They are meant to educate your audience on how to recognize their problems and deal with them. If they are written with depth and in a persuasive and authoritative voice, they’ll end up being a superb solution for lead generation.
- Several other types of content that you can use as well: social media posts, videos, infographics, ebooks, etc.