SyncShow B2B Marketing Blog

How Inbound Marketing Works for Manufacturing

Most manufacturing firms have realized the importance of having an online presence and have in turn built websites to reach potential customers. Unfortunately, their interest in online marketing ends there. Just because you have a website does not mean you will get customers. To make sales, you need to generate leads on your website. How do you do this? Through inbound marketing.

You can use inbound marketing techniques to generate traffic and leads online, nurture the leads and convert them to customers. But first things first, is your website working for you?

If your website is not helping to increase your sales, you need to refine it. Simply having an online catalog and products descriptions on the website is not enough to make sales. You need to tailor the website to generate leads.

Inbound marketing is the next frontier in lead conversion and manufacturing firms should take note.  Below are some ways through which you can use inbound marketing  to improve the sales at your manufacturing firm:

1. Produce Quality and Informative Content

Unlike traditional outbound marketing that involves shoving information to an audience hoping they will be interested, inbound marketing messages are more targeted. With inbound marketing, prospects come to your website looking for particular information. They already know what they want. Therefore, your work is to  provide the solution they are looking for through your content.

Create content that is informative and appeals to your target audience. By creating quality information, you will become an authority in your industry, generate more leads and close sales.

2. Optimize Your Website to Rank Well on Search Engine Results

Most prospects find websites from search results. It is not enough to have a website and hope prospects stumble upon it. You should optimize your website to  rank well on search engine results to be found by your prospects.

You have to carry out both on-page and off page optimization to get your website ranking for your target keywords. Proper SEO can make your website rank on the first page of search results and thus  get more visitors.

3. Lead Generation Avenues

Your website is now receiving visitors, but do you have a way to keep in touch with them after they leave? If you don’t, you are losing out. Your website visitors are there because they are interested in something you are offering. With a little nudge, these prospects can become loyal customers. Therefore, you should have a way to capture their contact information.

The easiest way to get prospects to give you their contact information is to  offer them a freebie. For example, you can provide a free eBook or whitepaper in exchange for their email address. Make sure the content you provide will add value to your prospects and make them trust you.

4. Lead Nurturing

Now that you have the contact of your web visitors, do you just sit on the precious information? No. Since the visitors have shown interest in your company, you have to educate them, add value and make them  trust you. Communicate with your prospects through email to ensure their interest in whatever they signed up for does not wane.  A visitor who asks for more information is interested in what you have to offer. However, if you take too long to respond, the prospect may lose interest.

It is therefore important to send prompt responses to prospects' queries and keep in touch with them. This can be easily achieved by setting up auto-responders.

The above are some ways through which you can use inbound marketing to improve sales at your manufacturing company. 

 Image courtesy of kongsky via

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