In this day and age, business growth starts online, because that’s where prospects start their journey towards selecting a manufacturing partner. Whether you target engineers, professional buyers, or CEOs, you need to be found online when they’re looking. Inbound marketing for manufacturing encompasses the myriad of tactical execution of lead generation, customer acquisition and client engagement and puts them to work towards a common goal of reducing your sales cycles and increasing customer lifetime value.
The challenge facing many manufacturers is how to scale marketing activities, reducing customer churn and increasing marketing ROI. Reaching new customers who don’t know about your manufacturing business. But where should your company be investing your marketing budget in order to reach your growth goals? If your potential customers are online researching, connecting and buying from their new suppliers, then yes you should be investing in digital marketing. But to be effective your digital marketing needs to be targeted and measured. It is easy to invest large sums and see no returns on digital marketing, we hear it time and time again from customers who come to us.
Why your manufacturing marketing needs inbound marketing
The following we will be discussing below are the reasons why manufacturing companies needs inbound marketing;
Inbound is multi-channel
As a business you always want to know why and how you acquired a customer. You want to know how they heard about you and what marketing activities helped convert them into a lead and then helped with the decision to make a purchase decision. You want to know which campaign and which digital channel was effective. What was the first touch (lead source), what was the last touch (lead source most recent). Without this data you can hope to understand what is working and what is just a waste of money. With inbound marketing, you can track multi-channel attribution campaigns to understand which channel has contributed to acquiring a new customer and identify the most efficient channels for future investments.
Inbound builds and nurtures better leads
Manufacturers sell expensive equipment and/or provide high value services which tends to make lead generation challenging. You may also have a long sales cycle (months or even years) but the value of each sale is high. Connecting your sales team with your leads at the right time is fundamental to getting results. Inbound marketing helps with this process. It helps to generate high quality leads and keeps you in contact with them until they are ready to connect with one of your sales team. It keeps your company top of mind with your target customer until the time is right for them to contact you.
Inbound marketing focuses on your customers’ buyer journey
Over 75% of the visitors to your website will not be ready to buy your products and services. Most will be in research mode trying to solve their problems. They might not have even put a name to their problems. Inbound marketing recognizes this and provides relevant and helpful content to help your buyers through their journey into buying your products and services.
Inbound marketing focuses on your ideal customers
This may seem obvious but you would be surprised how many manufacturing companies we meet that focus on their products not their customers. Real growth comes from understanding your customers. You need to understand their challenges and pains. Find out what channels they use online and who influences their decision-making process. Once you know the answers to these questions you can start building a more effective digital marketing strategy. Inbound marketing uses buyer personas to ensure all marketing activity is targeted to reach your growth goals.
Inbound marketing generates more traffic to your website
The key to getting plenty of high-quality traffic to your website is to write relevant, helpful and valuable content that draws and engages your target audience. Manufacturing companies have traditionally underestimated the the value of a blog. But a business blog allows you to add new content regularly to your website. A blog can help educate your target audience on the common roadblocks in your industry and tell them how your products and services can help solve their problems. It is important to not to be too promotional and remember that different types of content can also help carry people through the sales cycle.
Inbound marketing builds trust in your brand and helps establishes authority in your niche
By providing content specific to ideal customers and for the different stages in their journey to buy your products and services you will be able to build trust in your brand and help establish your authority as the provider of good and services in your niche. Valuable content such as blogs, guides, videos and info-graphics combine to help elevate and lend credibility to your brand.
Inbound marketing is measurable
Because it’s online inbound marketing is entirely measurable. You will be able to see how many visitors are viewing your content, how many leads you are generating and how many customers you are winning. Ultimately you will be able to assess what’s working and what needs improving so you will waste less money on digital marketing.
The key takeaway is that inbound marketing for manufacturing can significantly enhance not only lead generation, but also improve customer accusation and client engagement. Manufacturers leveraging HubSpot are armed with closed-loop reporting to quickly experience benefits of sales and marketing alignment and how this helps tie marketing to dollars to more accurately measure marketing ROI. By partnering with the right HubSpot agency partner, your manufacturing company will be able to build a strong repeatable stream of leads, customers and revenue. The implementation of an inbound marketing for manufacturing will help your company reach more suitable people at the right time and in the right conditions. Partnering with the right inbound marketing agency will create a wonderful and clear structure for your marketing and sales efforts, from which you can build a solid base of inbound marketing for your organization.