Summary: Are you in the manufacturing space? Then check out our expert panel discussion all the digital marketing best practices you need to be aware of.
As part of our ongoing series of digital marketing strategy webinars, we have assembled a panel of speakers who bring insights and best practices related explicitly to driving leads and conversion rate optimization in the manufacturing field:
You can watch the recording here, but check out our blog post for a summary of our discussion.
Here are some manufacturing marketing stats:
Historically, manufacturing businesses have relied on tradeshows to attract business. Even post-pandemic, more and more of the buying process will be done online, with many decision-makers having grown up in the internet age. Combine these two factors, and it is no surprise that many purchasers only engage with your salesforce once they have pretty much made up their minds.
Far more selling is being done virtually. Just as business travel and face-to-face selling are diminishing, so too is the interest in print material. Don’t think of your website as an online brochure – there is so much more that it can do. Proper digital marketing includes measuring your results and tweaking your output accordingly for real economic value.
You need to share your goals and outcomes with your entire team. Get them on-board and then host monthly meetings to ensure everyone is accountable for tracking your various marketing campaigns’ success.
Have a digital marketing blueprint laying out the key strategies for lead generation and revenue growth. Work on both inbound marketing such as your website, blog, SEO, and digital advertising, as well as account-based marketing where you target specific high-value prospects with your solutions.
A website that is CMS-based offers more flexibility. With CRM software, you are better equipped to positively influence longer sales cycles and manage your leads more effectively.
The key is to unite all your efforts and work backward from your goals. When you know how many more sales you need, you can consider clients’ lifetime value and determine how many new leads you need.
Use your digital marketing blueprint as a guide to design all your digital marketing efforts around those visitors. Create messaging that is very much customer-centric and from the visitor’s perspective. Spell out to them why your offering is the best solution for them.
That is best done with a well-crafted buyer persona of your ideal client – the decision-maker or influencer. Knowing what values drive them will guide you to making better decisions at every turn – from PPC to content marketing to LinkedIn ads.
For more details on all of the above, watch the recording from our webinar, “Digital Marketing Best Practices in Manufacturing” (posted here) and below.
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
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