At the beginning of any marketing campaign, developing high-quality leads seems easy. A business develops a handful of excellent outreach plans (and possibly a few less-than-stellar ideas). When executed properly, the outreach plans and inbound marketing methods generate desirable leads.
However, nearly every business we’ve seen has had the ongoing challenge of generating quality leads for their business.
They are often out of ideas and start to believe the company has tapped its potential market. Typically, it’s not because there are no more quality leads, it’s just that the business hasn’t looked under all the rocks out there.
To help, here are several ways an industrial manufacturing company can generate more leads for their website.
1. RE-DESIGN THE SITE, BUT FOCUS ON CONVERSIONS
Not all websites are created equal. In fact, a few simple tweaks to a site have the power to jump-start any flat-lining inbound marketing campaign.
The website itself often doesn’t need to be completely scratched and rebuilt. Instead, a few adjustments are often all that’s necessary.
Firstly: large manufacturing firms, business-to-business service providers, and other companies that don’t focus on an individual consumer experience often create cold, flat websites that don’t motivate a visitor.
There are a number of problems with this, but the biggest one is not utilizing a strong call to action. The CTA encourages a website visitor to perform a specific action. Even if the website is designed to connect with other businesses, it should still contain a CTA.
Going through the website analytics will provide additional insights into how the website can be adjusted. If the front page has a high bounce rate, it means it isn’t providing the necessary answers to questions that visitors have.
Using video marketing on the home page can help as well.
Visitors don’t want to sift around for information on the website. Instead, a well-placed video offers insights, addresses customer concerns and educates potential leads on what the business does. By making these simple site adjustments, most industrial manufacturers will experience an increase in quality leads.
2. SOCIAL MEDIA IS REACHING CRITICAL IMPORTANCE
Maintaining a strong presence on social media platforms is more important now than ever before.
Many potential customers, even at the B2B level, turn to social media before visiting a website.
A Facebook page provides vital insights, plus it’s easy to communicate with the industrial manufacturer without searching for an email address or contact number. And this issue isn’t just about having a social media profile. It’s about remaining active, posting updates, sharing insights, and communicate with those who interest with the profiles.
So whether it’s on LinkedIn, Facebook, Twitter, or even other services like Instagram or comments on YouTube, remaining active demonstrates a level of professionalism that other companies may fail to execute by failing to communicate on these platforms (which devalues the “social” aspect of having a social media service in the first place).
3. EMPHASIZE EXPERTISE
Customers want to do business with the very best. When looking for a quality industrial manufacturer, a potential business partner or consumer wants to know what separates one manufacturer from other service providers.
While cost and exceptional customer service are both important, a consumer wants to know why the quality of the product is different from others on the market.
This is where discussing industry awards, the length of time business has been operational, the structural integrity of the material and other highlights all help sell the business and develop new leads. If the company has been in business for over 100 years, this should be referenced.
If a company prides itself on being environmentally-friendly, the business needs to reference its reduced emissions or have experts in the field provide video interviews on the subject and why the particular business is better than the competition.
Customers want to do business with the best. It’s up to the business to educate the customers why it is better than the rest.
4. COLLECT CLIENT REVIEWS
There’s only so far sales-speak and information created by the company goes.
There those who will not go from being a website visitor to potential lead without insights from external sources.
While interviews from experts in the field can help, some of the best sales tactics and lead generating comes from reviews by past (and current) clients.
E-commerce websites like Amazon, Target, Best Buy, and others all allow customers to leave reviews. This is not just so higher-quality products rise to the surface.
When a potential customer sees a produce is favorably reviewed by previous users, they become more likely to invest in the product and business themselves.
Many customers are willing to leave reviews by simply being asked to do so. This may be through a follow-up email (which can also work as part of a drip email campaign). In other instances, it may prove necessary to offer incentives for the reviews, where customers receive a discount on future purchases for leaving a review.
However the reviews come about, authentic reviews from past clients can help lead to the development of new lead generation.
5. LISTEN TO THE DATA
Above all else, it is important to monitor your analytical data and listen to what it says. Website data almost always has the answers to any lead generating problems.
One of the biggest mistakes made by businesses of all shapes and sizes is not digging deep into their digital data.
In the modern world of business, data is a company’s best friend. All of this data is easily accessible. It may just take some assistance from an experienced website marketer to identify how the numbers can form the company’s next great lead-generating marketing campaign.
Continually bringing in high-quality leads is difficult. At some point in time, every business will hit dry spells and wonder what it can do to generate new interest and connect with additional potential clients. It’s one of the biggest concerns we see.
In most instances, a company still has more inbound marketing stones to flip over. By following through with these tips and suggestions, an industrial manufacturing firm should be able to spark new interest and see more leads coming into their website.
Thanks for reading. If there’s a particular topic that you’d like for us to write about, or if you have a particular a challenge that you’d like us to take a crack at, send us an email. We’d be happy to answer them for you – and if your topic gets picked for a future episode, you’ll win a free IndustrialSage t-shirt!