Turn more visitors into leads with WebFX
Now that you know why digital channels are so valuable for manufacturer marketing strategies, let’s dive into some of the tactics you should try. These marketing strategies for manufacturers and distributors are some of the most successful ones we’ve used for our clients and will help you reach more potential customers at the lowest cost possible.
- 1. Optimize your website for searches
- 2. Make use of pay-per-click advertising
- 3. Test your website to see what converts
- 4. Create engaging content and media that ranks well
- 5. Create social media profiles
- 6. Make it easy for potential customers to contact you
1. Optimize your website for searches
The first step in your manufacturer or distributor marketing strategy should be to ensure that potential customers can easily find your website in searches — and that it outranks any competitors. This is done through search engine optimization, often abbreviated as SEO.
If you aren’t familiar with SEO, here’s the short explanation. SEO consists of numerous methods that make your website more likely to show up and rank highly when someone types a keyword related to your business into a search engine. It can range from editing the titles of your individual pages to acquiring more links to your site and can be very simple or very complex.
If you are new to SEO, the easiest way to start is to think about the words and phrases that potential customers would associate with your business or products. These may range from very short or single words to longer phrases.
For example, if you manufacture pens, you might think of everything from “pens” to “buy ballpoint pens with black ink.” You should then review your website to see if these words or phrases —called keywords— appear anywhere in your content.
If the keywords that you chose don’t appear on your site, chances are that you’re not ranking for them. If search engines can’t find them, they can’t associate them with your website. But if they are there, that’s essentially a “vote” for you to rank for them. This is why adding keywords to your page copy, your titles, and so on is important. Look for places you can add these keywords and watch your rankings for them to see what happens.
This is a good starting point for SEO, but there is a lot more to the process than keyword optimization. You can learn the basics in about five minutes by reviewing our handy CEO’s Guide to SEO.
In addition, it’s important to ensure that your website is responsive. By ensuring that people can access your site from a variety of devices, including smartphones and tablets, you can increase the number of leads and ultimately close more deals.
Pro tip: Partner with an experienced SEO agency like WebFX that specializes in helping manufacturing companies reach the top of the search results, outshine their competitors, and drive traffic and product sales.
2. Make use of pay-per-click advertising
Another one of the most important marketing strategies for manufacturers comes in the form of advertising but not the kind of advertising that you might expect. Pay-per-click (PPC), is a modern advertising method that involves placing ads on search engine results pages (SERPs) and other web pages.
PPC ads are typically inexpensive and can have very high returns on investment for manufacturers or distributors. They contain just a sentence or two of copy with a link to your website, but the biggest benefit is that you only pay for them when they are clicked — not when they are viewed.
If you are not ranking very well on search engines, PPC ads can be an enormous benefit to your brand, as they allow you to control exactly how much money you spend to find exposure in search engine results. The reports are also very detailed, so you’ll know exactly how much you spent on each click, how many people clicked each ad, which ads attracted the most clicks, and how many phone calls or emails you received as a result.
One of the major benefits of PPC is that results are instantaneous. As soon as ads are clicked to go live, they can start driving qualified traffic to your website. This is especially helpful if you’re looking to quickly increase leads without exhausting your budget or employees.
Pro tip: Ensure your PPC campaign drives traffic to your website and improves product sales and business growth with PPC services from WebFX!
3. Test your website to see what converts
A little earlier, we mentioned that online marketing allows you to experiment with different methods and gives you room to fail. This particular method, conversion rate optimization (or CRO), encourages testing and failure — and it’s all in the name of making you more money.
The premise of CRO is very simple. It allows you to test changes to your website to see which updates lead to increased conversions, such as requests for quotes or phone calls.
For example, sometimes moving a “contact us” button from the bottom of a page to the top can result in many more conversions. However, you don’t want to implement this permanently and risk losing all your leads for the month if it turns out that your hunch or gut feeling on something is wrong. CRO allows you to test these ideas safely.
With CRO, you can run A/B tests to show one group of website visitors the original or “A” version of a page, and another group a new or “B” version. Whichever version results in higher conversions can be implemented permanently.
This approach allows for safer experimentation, since a significant drop in conversions in the “B” version can result in an immediate removal of the test. However, a considerable jump can result in immediate implementation and more profit for you!
Pro tip: Need help with CRO? WebFX has a team of CRO specialists standing by ready to help your manufacturing company optimize your website for maximum conversions and product sales!
4. Create engaging content and media that ranks well
When retailers go online to look for products to carry in their stores, they may be looking for photos, video, or in-depth information that goes beyond the basic summary they might normally get. One way that you can capitalize on this desire — and attract more potential customers to your website — is to create this engaging content and ensure that it ranks highly in searches.
Results on search engines now go far beyond links to websites. When someone searches for any given query, they can also receive videos, images, locations, and shopping results. As such, creating engaging content that is likely to rank can draw visitors to your website and allow them to learn more about your products.
Here are some ideas for content marketing for manufacturers:
- Would one or more of your products benefit from a video showing it in action? Create a video, write a keyword-rich title and description, and host it on YouTube (with a link to your website in the description).
- Ensure product photos on your website have relevant keywords in their filenames, and also have their alt text assigned saying what is in the image. This can allow them to show up in a Google Image search for those keywords, which can then lead viewers to your site.
- Write content, like blog posts and articles, that answer questions your customers may have had in the past. If these are popular questions that are commonly searched, the pages are likely to rank well, and potential customers will read them, then browse your website to learn more about what you do.
Pro tip: Don’t have the in-house resources or expertise to continuously craft valuable, custom content? Content marketing services from WebFX can help you create a range of content types that drive traffic to your site, send trust signals to your audience, and paint your company as an expert in your field.
5. Create social media profiles
Sometimes, B2B companies are slow to integrate social media marketing. But social media is one of the best industrial marketing solutions for manufacturing companies. Creating social media profiles will help you engage with potential clients and get your manufacturing company in front of decision-makers.
Sites like Facebook, Twitter, and LinkedIn allow manufacturers to increase brand recognition and make meaningful connections. You can also use social media to share product photos, set up competitions, and create brand ambassadors.
Additionally, YouTube is a great tool for B2B companies, and it allows them to demonstrate their products and provide educational content in video format.
Manufacturers can also use social media to gain ideas and feedback during product development. Social media listening tools allow you to capture customers’ sentiments about your company, and you can adjust your marketing strategy to meet their expectations. And you can use product forums to gain further insight into customer opinions.
Pro tip: Make expanding your online presence with social media a breeze with WebFX’s team of social media marketing specialists. Our team can help you post engaging content, engage with your audience, launch targeted advertisements that boost product sales and site traffic, and much more!
6. Make it easy for potential customers to contact you
The final strategy we recommend is making it extremely easy for potential customers to get in touch with you. This may be as simple as placing your phone number somewhere very noticeable at the top of your website, adding a dedicated contact form, or being active on social media.
This may seem like an obvious tip to you. You may be wondering how this is a marketing strategy. However, if you look closely at your website, you might be surprised by how many proverbial hoops a potential customer has to jump through to send you an email.
Can they fill out a simple form to request a quote, or do they have to fill out eight or nine fields? Or do you have a contact form at all? Can your phone number be easily found, or is it buried in your footer or on a separate page?
By giving your potential leads the path of least resistance, you can ensure that more of them pick up the phone or send you an email. You can also increase your chances of getting in touch with them by being present and active on social media, where many of them might reach out to you with questions. It is not uncommon for questions about your pricing or products to be sent to you via Facebook or Twitter, so be prepared!
P.S. If you’re looking for one of the best ways to stay in contact with your prospects to encourage them to convert, look no further than a customer relationship management (CRM) platform. A CRM for manufacturing like Nutshell helps you seamlessly track valuable data about your prospects and current customers, like their email address and job title, so you can form long-lasting relationships that turn into revenue.
Solving key challenges for manufacturing companies
Our website isn’t driving enough traffic
When buyers search for your products online, your website needs to be one of the first results to increase your traffic and product sales. Our digital marketing services help you increase your rankings so you can drive more traffic, sales, and revenue.
We’re not selling enough products
Are your product sales not as high as you hoped? Our range of digital marketing services help optimize your website, landing pages, advertising campaigns, and marketing strategies so you can maximize your conversions and product sales.
We don’t know how to get ahead of our biggest competitors
You’ll need to stay ahead of your biggest competitors if you want to sell more products and grow market share. The team at WebFX can conduct in-depth competitor research to identify and implement strategies that help you stay one step ahead of the market.
Our marketing efforts aren’t providing a high return
It’s critical your marketing efforts provide the highest return on investment (ROI) for your efforts to grow your manufacturing business. Our knowledgeable digital marketing specialists use data to ensure your marketing budget goes toward the channels that drive the most revenue.