While the internet has simplified the lead generation process for most businesses, it has created several new challenges for B2B manufacturers. This is due to several factors, including but not limited to the fierce competition, the complexity of the subject matter and the continual innovation of manufacturing technology and systems. If you want to grow and outpace the competition, you need an inventive strategy geared toward generating manufacturing B2B leads. What should that strategy entail? Read on to find out.
Use Quality Content To Establish Yourself as a Thought Leader
Valuable and targeted content, whether it comes in the form of a Google Ad, social media post or in-depth blog post, is essential to attracting and engaging high-quality leads. Do your research to discover more about your current and potential customers, their values and their concerns. When creating content, make sure to answer your customers’ most pressing questions and cater to their core beliefs. Bear in mind that prospective customers are likely strapped for time and possess limited engineering or mechanical knowledge. When creating your content, make sure it’s as informative and easy-to-understand as possible. The goal is to help prospects through a majority of the sales process before they even contact you.
Identify Popular Search Terms and Keywords
Quality content will not help you generate manufacturing B2B leads if prospects can’t find it. To direct traffic to your website, conduct comprehensive keyword research so you know what words and phrases potential customers use to find your products or services. Once armed with a list of high-performing key terms, start writing or editing your content so that it’s optimized for search.
Optimize Your Website for Conversion
The goal of driving visitors to your website with optimized content is to get them to convert, but that may be difficult to do if your website is outdated, difficult to navigate and lacking key features, such as a contact form, product catalog or quote submission management platform. Depending on the state of your website, a complete website overhaul may be necessary. However, if you recently updated your site but it’s still failing to convert, you may be able to change that by performing a few key tasks:
- Update your content regularly with accurate and timely material.
- Utilize forms and apps to capture data about your visitors and potential leads.
- Place calls-to-action throughout your website—think e-book downloads, contact buttons and email newsletter sign-up forms.
- Install analytics software so you can analyze performance and determine what’s working and what is not.
Your website should also offer visitors a free consultation or scorecard. By offering prospects a scorecard that identifies their weaknesses or that sufficiently sums up why they should work with you, you’re giving them the ammo they need to champion your cause from within their firms.
Follow Up, and Quickly
A Harvard Business Review study revealed that the majority of B2B and B2C companies are slow to follow up with prospects. According to the findings, only 37% of the 2,241 respondents said they responded to leads within an hour. 16% responded within 24 hours, nearly a quarter took more than a day to respond and another quarter never responded at all. The average response time of those that did respond was 30 days, 42 hours.
Further research by the journal indicates that the quicker a firm responds to a customer query, the more likely it is to secure the lead. In fact, those that replied within an hour were seven times more likely to convert a prospect than those that waited any longer, and 60 times more likely than those that waited an entire day to reach out to a prospect.
Generating manufacturing B2B leads requires research, a well-thought-out strategy and perseverance. If you don’t have the time or know-how to dedicate to your strategy, or if your current strategy isn’t yielding the results you want, reach out to Momentum for a comprehensive assessment of your digital strategy.