Traditional advertising has gradually lost ground to digital marketing, including inbound marketing. With inbound marketing, industrial manufacturers have a more effective way to attract customers.
Here is a detailed look at inbound marketing for industrial manufacturers. Explore the advantages and steps involved in a successful inbound marketing strategy.
Inbound marketing is the practice of attracting potential customers. It is the opposite of outbound marketing, which involves reaching out to sales leads. This mostly includes traditional paid media, such as print ads, television ads, billboards, and radio.
With inbound marketing, you wait for sales leads to come to you.
Manufacturing inbound marketing strategies reach customers when they search for a product or service, such as performing an internet search query. Examples of inbound marketing include:
SEO involves optimizing your web pages to help them appear higher in specific search results pages. Implementing good SEO practices can generate more inbound traffic from people already searching for the products or services that you provide.
PPC advertising is considered a form of inbound marketing, as it also targets potential customers searching for solutions online. Most PPC ads appear at the top of search results.
SEO and PPC ads both rely on content. Your webpages, blogs, webinars, podcasts, and other forms of original content give search engines something to rank and provide a destination for your ads.
The industrial manufacturing industry is well-suited for inbound marketing strategies. You have a niche target audience seeking very specific solutions. This makes it easier to tailor your marketing approach to your intended customers.
Some of the benefits of inbound marketing for industrial manufacturers include:
Keep in mind that inbound marketing can be used on top of other marketing tactics. You can continue to use your existing industrial advertising methods, such as print ads, and enjoy the benefits of inbound marketing. Here’s a closer look.
Inbound marketing is typically more cost-effective compared to traditional outbound marketing methods. Print ads and trade shows can be costly and offer limited results in the modern world.
The methods used for inbound marketing are completed digitally. From web design and development to search engine optimization and PPC ads, digital marketing solutions tend to provide greater value at lower costs compared to traditional methods.
Inbound marketing involves creating a large enough online presence to bring customers to your website or landing page. This allows you to focus on your target audience.
Growing your online presence is also critical for modern manufacturers. At least three out of four business-to-business (B2B) transactions start with online research. The people making purchasing decisions are more likely to search for industrial manufacturers online instead of relying on traditional ads or the next trade show.
Increasing your online presence and reaching more potential customers helps you generate more leads. You can increase the visibility of your content, which results in more organic web traffic.
Inbound marketing also provides access to more high-converting leads. The leads that you generate have already shown interest in your services by performing a search query. This increases your sales team’s ability to close and decreases time spent chasing leads.
The steps taken to generate more traffic help build trust and brand awareness. SEO and other digital marketing tactics increase your visibility in search results, which positions you as a leader in your industry or region.
If your company is one of the top three results when people search for “industrial manufacturers near me”, they are more likely to contact you for a quote compared to companies buried further down the list.
Search engine optimization and other digital marketing solutions tend to have a long-lasting impact. You can maintain your search rankings and continue to attract new leads.
Many traditional outbound marketing methods lack the same sustainability. Television ads and print ads run for a limited time. After the ads stop appearing, they stop generating leads. Inbound marketing, on the other hand, continues to pay off.
Tracking the success of inbound marketing is easy. Inbound marketing provides you with valuable data and analytics that you can use to assess what is working and what areas need improvement.
Measurable results allow for constant optimization and better decision-making. You can continue to improve your results and get more out of each subsequent marketing strategy.
Here are the main elements that go into inbound marketing efforts for industrial manufacturers:
Industrial inbound marketing typically involves a combination of digital marketing solutions. From web design to SEO, you need to use multiple techniques to grow your reach online and generate more leads.
SEO plays a vital role in inbound marketing, as the goal is to generate more high-converting traffic. Most of the traffic that you hope to gain is likely to come from search results.
With professional SEO services, you can climb to the top of search results for target keywords that your intended audience is likely to use. SEO involves:
Keyword research is needed to understand how your potential customers search for your industrial manufacturing services. Targeting the right keywords can improve search engine rankings, attract more organic traffic, and increase your visibility.
The keywords and phrases are included throughout the content on your website. Ongoing testing is also necessary for assessing the impact of your optimization efforts. You can continue to update content as needed to better match the words and phrases used by your target audience.
SEM helps complement your SEO efforts while also providing faster results. With SEM, you can use pay-per-click (PPC) advertising and retargeting to reach your target audience. As soon as your ad campaign is live, your ads start appearing at the top of search results and other chosen platforms.
SEM also allows for more advanced audience targeting. You can deliver your ads to a niche audience. This is still a form of inbound marketing, as it mostly targets search users who are already looking for industrial manufacturers.
Common SEM services include:
PPC advertising, including Google Search Ads, helps increase your exposure in search results without the typical wait time involved with SEO. You can create a PPC campaign to quickly start generating leads.
Retargeting helps increase the effectiveness of your marketing efforts by targeting visitors who leave your website without completing an action. A retargeting campaign displays ads to help entice visitors back to your site.
Industrial manufacturers should also have a strong local presence, which requires updates to the Google My Business profile. This profile includes the name, address, and phone number (NAP) of your business and appears in search results, including Google Maps.
The quality of your website impacts the performance of your inbound marketing efforts. You need a website optimized for speed and mobile devices to perform well in search results and to achieve high ad placement. This makes web design services an important part of SEO and SEM.
Your website also provides a home for your landing pages when creating PPC ad campaigns. It is the central spot that connects all your digital marketing efforts.
The combination of a website, keyword-optimized content, and inbound marketing helps draw more visitors to your business.
Creating a successful industrial manufacturing inbound marketing strategy includes multiple steps:
Start by clearly defining your inbound marketing goals. Decide what you want to achieve, such as:
Your goals shape the direction of your inbound marketing efforts. They influence how you plan and manage different aspects of your marketing campaigns.
Setting goals also helps you create specific, measurable targets for tracking success. You may even want to define success by setting clear milestones related to different metrics, such as the number of new leads generated or website visitor data.
Understanding your audience is essential for a successful marketing strategy. Creating a detailed buyer persona can help you better understand the pain points, preferences, and needs of your target audience.
Gather relevant data about your customers. This may include information obtained from your sales team, customer surveys, website metrics, and other customer-related data you may have available.
You may also want to segment your customers into different groups based on different needs that you can fulfill.
For example, you may offer manufacturing solutions to businesses in different industries. Creating separate profiles for each industry can help tailor your inbound marketing strategies to address their specific concerns.
Some of the details that you may include in a buyer persona include:
You should also consider their buying behavior. Think about how they typically research, evaluate, and make purchasing decisions.
Use this information to create a portrait of your target customer. You may even consider using a stock photo and coming up with a name to round out their profile. This can help humanize the persona and make it more relatable.
After creating your persona, share it with your marketing team. Make sure that everyone understands who you are targeting with your marketing strategies.
Mapping the buyer’s journey helps you identify the various touchpoints involved in the decision-making process. From initial awareness to closing the deal, you may need to interact with a potential customer several times before they sign a contract.
Here are the typical stages involved in the buyer’s journey:
Awareness often starts with an internet search. Your potential customers may use a search engine on their phone or laptop to look for industrial manufacturers in their area. They then click on an ad or search result that directs them to one of your landing pages.
Moving a visitor from the awareness stage to the consideration stage requires a combination of marketing strategies.
You first need to use the right keywords and optimize your content to appeal to your target demographic. Without quality content, your potential customers may go elsewhere.
The consideration stage is when you present potential solutions to the problems that your audience faces. This may include providing access to white papers or guides with more details about your services and how your business can help.
Nurturing your leads brings them to the decision stage. This is when you should highlight the specific benefits of your services and focus on tailoring your message to the individual needs of the customer.
After the decision stage, you need to continue to engage with the customer and gather feedback. Use the post-purchase stage to learn more about their expectations and use the insight that you gain to improve your strategies.
Keyword research is needed for search engine optimization, search engine marketing, and social media marketing. Knowing which keywords to use can help you connect with your target audience.
Start with a list of seed keywords. This includes broad keywords related to your industry, such as “industrial manufacturing” and “industrial manufacturer”.
Use keyword research tools to expand your list. Look for relevant keywords that have a decent search volume. You want to ensure that there is sufficient interest in a keyword. However, choosing a high-volume keyword can also increase competition.
You can also find out how your competitors rank for specific keywords. Performing searches with keywords from your list may help you better understand how your competitors appear in search results and the type of content that they generate.
Content creation and promotion can help you establish your company as an authority in your market. You can position your brand as the leading source of information when your target audience needs answers.
Creating content is also a useful part of SEO and SEM. Blogs, white papers, press releases, and downloadable guides are a few examples of the types of content that you may use to grow your online presence.
Use your list of keywords to help create content. Develop high-quality, informative blog articles and white papers around your chosen keywords.
Content creation is one of the most important parts of inbound marketing, as it helps you attract the right audience. You can address the specific needs and pain points of your potential customers.
Your content also helps establish authority. Providing in-depth content demonstrates your expertise in your industry. This helps build greater trust with your target audience and establishes your brand as the go-to solution.
Content is also useful for nurturing leads. You may use eBooks, webinars, email newsletters, and other content to keep potential customers interested in your services and guide them along the buyer’s journey.
Paid advertising helps jump-start your inbound marketing strategy. You can quickly start generating more web traffic. Paid advertising campaigns may include pay-per-click ads, including Google Search Ads and Google Display Ads.
Paid advertising can help direct visitors to the content that you publish on your website. This may include landing pages aimed at adding potential customers to an email list.
Paid ads increase your visibility and help you target specific audiences. Precise targeting means that your ads are likely to be displayed to people who are already interested in your products or services. You can also accelerate lead generation and give yourself a competitive advantage.
Including paid advertising in your approach to industrial marketing also provides the opportunity to use A/B split testing. You can use A/B testing to optimize your ad copy and gain a better sense of what your target audience responds to the best. You can use the results of the A/B split tests to improve your marketing strategies and convert more visitors into leads.
After getting people to visit your site through paid and organic traffic, you need to capture the contact information and follow up with them. This is where email marketing comes in. It simplifies the process of nurturing leads.
You can keep potential buyers informed and address their questions through a series of emails. Email is also an effective channel for distributing other content, such as blog posts, webinars, eBooks, and videos.
Depending on the size of your market, you may segment your email list. Segmenting your email list based on demographics, industries, and other details can help tailor your messages.
Email marketing also provides the opportunity for feedback. You can use email surveys to gather more insight from your audience. Learn more about their biggest concerns and how you can address them.
Social media marketing provides additional platforms for reaching your target audience. You can leverage the popularity of Facebook and other social media sites to grow your brand and connect with more people.
Social media sites also provide a way to interact with your audience. You can address questions and comments directly, which can build trust and attract more leads.
Social media marketing also provides another avenue for distributing and promoting content. You can share links to your blog articles and direct social media users to helpful content.
Using social media can help you keep your audience engaged. This helps grow your following, which also influences how potential customers view your business. As your social media presence grows, you are likely to be viewed as a leading source for industrial manufacturing in your region.
You need to continue analyzing data related to your marketing efforts to optimize your strategies. Analyzing data helps you determine what works and what needs improvement.
Create a list of metrics related to your defined goals. Track these metrics to evaluate the performance of your marketing strategies. Pay attention to the methods that produce the best results.
Doubling your efforts on strategies that you know work can deliver a better return on investment. It is more efficient to spend more resources on successful strategies than to try fixing ineffective strategies.
Analyzing metrics related to your inbound marketing strategies can also help with content optimization. You may be able to determine which types of content resonate best with your audience. Identify high-performing content and attempt to replicate its success.
Continuing to monitor data also helps you adapt to changes in the market. Target keywords, pain points, and other details may change over time. Introduce changes to your marketing strategies as customer behavior shifts.
Inbound marketing helps you generate high-converting leads using cost-effective, proven techniques. It also requires a strong online presence, which involves website development, search engine optimization (SEO), search engine marketing (SEM), and social media engagement.
You should first make sure that your website is ready to help with the sales process. Modern websites are mobile-optimized and load quickly.
Content creation is also important for inbound manufacturing. White papers can provide in-depth information for your potential customers, while blog articles help boost your visibility in search results.
All content, including the website copy on your web pages, should be optimized to include relevant keywords and phrases. Perform keyword research to better understand how people search for products and services in your industry.
PPC ads, Google My Business updates, email marketing, and social media engagement can raise more brand awareness and increase your exposure online. Reaching more people online helps send more visitors to your website, resulting in more leads.
If you need help with any of the steps discussed, consider hiring an experienced marketing agency. Allowing professionals to handle your inbound marketing approach can streamline the process and help you achieve greater success.