Industry Resources

How Manufacturing Companies Can Generate Leads Online

Many manufacturing companies make the mistake of using their websites exclusively as informational tools for potential clients. And while it’s important to include that kind of content, your site should serve another important function: generating leads.

Even if you work exclusively in the manufacturing marketplace and sell in a B2B capacity, you can still use your website and the Internet in general to generate business. There are many proven online lead generation methods that work for manufacturing companies just like yours, and these seven tips will help you get started:

#1: Design your site with conversion in mind

This is the simplest, most reliable way to get leads online, yet a lot of manufacturers don’t take full advantage of it. They never encourage visitors to take actions that will immediately move them into the sales funnel, and instead sit back and wait for one to pick up the phone and call.

This is a big mistake. If you don’t encourage visitors to take action, they won’t—it’s as simple as that. But if you do, you can turn your site into a valuable source of new leads.

For instance, you could have a contact form on your homepage where potential clients can immediately ask questions or request a quote and get a call or email in return. And if they’re not quite ready to contact you, you can also include an email subscription form so they can sign up to receive weekly or monthly communication.

#2: Create an explanatory infographic

What better way to show off how much you know about the manufacturing industry, as well as encourage people to contact you, than to share a cool infographic? Well-researched and designed infographics can explain anything from the way raw components come together to form a finished product to interesting facts and figures about your manufacturing niche.

There are many freelancers online who can help you design and create infographics, and once you’ve established a working relationship with one, you can begin to share original graphics on a regular basis. This will attract site traffic, and if you’ve follow the first tip above, this can translate directly into leads.

#3: Run strategic PPC campaigns

Pay-per-click, or PPC, advertising campaigns are a budget-friendly way for you to stay on top of your game as a leading manufacturer. Whether you want to reach potential clients or new employees, you can used the advanced targeting options available in most platforms to get your ads in front of the perfect audience. Plus, you’ll have the opportunity to set your own price range, so with proper management, you’ll have complete control over your budget.

If you’re not familiar with using PPC ads, we recommend starting with Google AdWords. Google has truly simplified PPC, and they can assist with suggested keyword generation. That being said, it’s still a good idea to work with an experienced campaign manager who can help you create ads and manage your bids.

#4: Encourage your clients to leave reviews

Has your manufacturing company been reviewed yet on any relevant websites? If not, you may want to reach out to some of your loyal, satisfied clients and see if they’d be willing to give a review. Consumers trust the words of other consumers much more than companies, so genuine reviews can be a huge help in building your online reputation.

Not sure which sites you should focus on for online reviews? See where your competitors are being reviewed! If they’re on a particular site, you probably want to be there, too.

#5: Host a webinar

Do you have something you could share with people who might one day become customers? If it’s substantial enough, it could warrant an online webinar. Webinars are free events that usually take place during the day, although you may want to experiment with different times to see which works best for your target population of attendees.

You can use several webinar hosting sites; some are free, but they limit the amount of people who can attend, and they vary in quality. If webinars are something that you feel strongly about as a lead generation route for your manufacturing company, you should consider investing in a monthly or yearly subscription to a webinar provider.

After the webinar is over, you can have a video of it available at your site for free, as long as visitors provide you with their emails and names. This allows you to use the webinar twice for your online lead generation!

#6: Share your expertise

You’d be surprised how many manufacturing business leaders never give out interviews or seek out opportunities to share their expertise online. While it may seem like a strange idea, it can be done rather effortlessly. For instance, if you notice that there’s been a big news story on something relevant to your industry, send an email to a reporter who has been writing about it and offer to contribute.

This isn’t a guarantee that they’ll publish what you say, or that company’s site will get a valuable link, but it’s a low-cost, possibly high-impact way to get noticed. Plus, the reporter or radio personnel may keep your information and use you as a go-to source.

#7: Be active on social media

Let’s say that your manufacturing company makes boxes of all sizes, and you’ve been pretty diligent about monitoring social media. You notice that a start-up business makes a post about not being able to find affordable but eco-friendly packaging for their product. This is a great opportunity to reach out and see if you can be of help!

Never underestimate how powerful doing something like this can be. It’s a very personalized touch, and could net you a significant profit for a little bit of time.

How WebpageFX can help

So… how will you keep your lead generation for your manufacturing company going? If the Internet isn’t part of your current strategy, it’s time to revisit your marketing plan.

For more information on how your manufacturing company can generate leads online, contact us today! Our talented team of Internet marketing and SEO experts is more than happy to help you grow your business using the web.

Call 888.449.3239 or contact us online today to see how WebpageFX can improve your online performance.

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