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How Inbound Marketing Helps Manufacturing Companies

b2b inbound marketing agency
10 Minute Read

How Inbound Marketing Helps Manufacturing Companies

Actionable topics for refining your manufacturing marketing strategy to leverage inbound marketing for attracting and retaining more customers or distributors.

In a world where your potential customers can dodge ads and only seeing messaging, they want to see, it can be challenging to bring in new business. If your company is still leaning on outbound marketing like ads, telemarketing, and trade shows, you are probably noticing that your ROI on this marketing spends is decreasing.

33% of manufacturing marketers say their organizations have clarity on content marketing success.

Not being properly prepared for the changes that have been taking place in the world, can leave you feeling frustrated and confused. Don’t stay in that feeling, know that inbound marketing for manufacturing companies will help bring in business.

hubspot for manufacturing

Not only will we get into how inbound marketing is going to help your company, but let’s look at what you need to get started. Understanding the barrier to entry and how you can get started will help you see how inbound marketing can be the solution you’ve been looking for.

Website & Blog

When you have a well put together website with great copy and a blog with consistent and helpful content, this will set you apart from other companies that do not have these things in place.

67% of manufacturing marketers blame not enough time devoted to content marketing for their stagnant success over the last year.

inbound marketing for manufacturers

Having a proper keyword strategy in place when you start blogging is important. When you couple great content with search engine optimization, you can provide helpful content that can be searched for and found in the search engines.

Landing Pages with CTAs (Call to Actions)

When people come to your website from the promotional activities that you have been implementing, you need to have landing pages that are going to help them go through to the next step. You need to have landing pages where you can capture the lead’s information, so you have access to them even after they’ve left your website.

inbound marketing for manufacturers

See this great example from Huemor, their 'reverse psychology' of "DO NOT PRESS" of course just makes you want to click it!

Digital Marketing for manufacturing

 

Social Media

You might think it sounds funny for a manufacturing company to have a social media presence, but that is not the case. People like to see that you are active and sharing information when they come to your Facebook, Twitter or other social media page.

Social media will help you position your company and your staff as experts in your industry, so putting time into building your social media is important.

inbound marketing for manufacturers

While you don’t have to be on every social media network, it is important that you post content on the main networks that your potential customers frequent. Social media for manufacturing companies is a way to stand out from the crowd of competitors.

 

Analytics

While you may be implementing various necessary parts of an inbound marketing strategy, if you don’t have analytics set up, you can’t see if what you are doing is working, how well it is working (or not) and how you can improve.

inbound marketing for manufacturers

There are some tools that you can use for free to track your analytics as well as some paid tools.

Generating More Top of the Funnel Leads

Inbound marketing allows people that are interested in what you are doing to find you, learn more about your company, and hopefully purchase a product or service from you. When you bring in more top of the funnel leads, it is true that it will take longer to convert them in most cases, but they are still good leads that can convert down the road after proper nurturing.

best b2b marketing agencies

There are likely to be a higher number of people that fall under the top of the funnel type leads, so if you choose not to go after these leads, you are leaving a lot on the table. Adding different types of content so you can target the top of the funnel leads as well as hot buyers are the best strategy to employ.

Bringing in More Sales Qualified Leads

If you want to bring in more leads that are ready to be closed, the content that you create will need to create content for further down the funnel. People that want to talk to you are considered sales qualified leads. Often most manufacturing companies fail to have their sales and marketing team align internally on defining MQL vs SQL and outlining the marketing to sales handoff process.

While they might not be sales opportunities yet, they are qualified. Bottom of the funnel offers will allow you to have more sales qualified leads with which to talk.

inbound-marketing-for-manufacturers-540x268

Implementing Inbound Marketing for Your Company

When you start thinking about implementing inbound marketing strategies for your company, it can be overwhelming. You start adding up the time and monetary resources it is going to take to perform these activities in-house, and the numbers aren’t making sense.

When you don’t have the resources to run your own inbound marketing efforts, or you don’t want to allocate the amount of money required, you can outsource these activities. Only HubSpot agency partners know how to effectively plan and implement inbound marketing strategies that will get your manufacturing company noticed and help you get the leads that you need to continue to grow your business.

The Importance of Lead Nurturing

If you are considering cranking out a blog post now and then and hoping that is going to be enough to get a few leads here and there, it’s best not to bother. Automated workflows are the only way your sales and marketing teams will ever be able to effectively scale your lead nurturing efforts year after year, particularly with longer sales cycles.

inbound sales automation

A hit and miss approach makes you look like you are unreliable. Most of the time, these blogs are not well planned out which means they are not as valuable as they would be if you were to plan out your content strategy or use an agency to help you get the results that you want.

 

Takeaways

The reasons inbound marketing works so well for manufacturing marketing strategies are plentiful. One of the main reasons is because your company is already well established and understands the importance of patience when you are building something big.

While the something big you are building is now virtual, it is still as important as the physical products that are created, and it will help you create big results if done properly.

Inbound marketing is overtaking other forms of marketing and will continue to do so. Don’t expect it to go away anytime soon or to become less popular and impactful. Beginning your content marketing right away will allow you to start building your online empire. The opportunity won’t be going away and will continue to grow your lead generation, customer acquisition and client engagement efforts.

In a world where your potential customers can dodge ads and only seeing messaging, they want to see, it can be challenging to bring in new business. If your company is still leaning on outbound marketing like ads, telemarketing, and trade shows, you are probably noticing that your ROI on this marketing spends is decreasing.

Not being properly prepared for the changes that have been taking place in the world, can leave you feeling frustrated and confused. Don’t stay in that feeling, know that inbound marketing for manufacturing companies will help bring in business.

Not only will we get into how inbound marketing is going to help your company, but let’s look at what you need to get started. Understanding the barrier to entry and how you can get started will help you see how inbound marketing can be the solution you’ve been looking for.

Website & Blog

When you have a well put together website with great copy and a blog with consistent and helpful content, this will set you apart from other companies that do not have these things in place.

inbound marketing for manufacturers

Having a proper keyword strategy in place when you start blogging is important. When you couple great content with search engine optimization, you can provide helpful content that can be searched for and found in the search engines.

Landing Pages with CTAs (Call to Actions)

When people come to your website from the promotional activities that you have been implementing, you need to have landing pages that are going to help them go through to the next step. You need to have landing pages where you can capture the lead’s information, so you have access to them even after they’ve left your website.

inbound marketing for manufacturers

See this great example from Huemor, their 'reverse psychology' of "DO NOT PRESS" of course just makes you want to click it!

Digital Marketing for manufacturing

 

Social Media

You might think it sounds funny for a manufacturing company to have a social media presence, but that is not the case. People like to see that you are active and sharing information when they come to your Facebook, Twitter or other social media page.

Social media will help you position your company and your staff as experts in your industry, so putting time into building your social media is important.

inbound marketing for manufacturers

While you don’t have to be on every social media network, it is important that you post content on the main networks that your potential customers frequent. Social media for manufacturing companies is a way to stand out from the crowd of competitors.

 

Analytics

While you may be implementing various necessary parts of an inbound marketing strategy, if you don’t have analytics set up, you can’t see if what you are doing is working, how well it is working (or not) and how you can improve.

inbound marketing for manufacturers

There are some tools that you can use for free to track your analytics as well as some paid tools.

Generating More Top of the Funnel Leads

Inbound marketing allows people that are interested in what you are doing to find you, learn more about your company, and hopefully purchase a product or service from you. When you bring in more top of the funnel leads, it is true that it will take longer to convert them in most cases, but they are still good leads that can convert down the road after proper nurturing.

best b2b marketing agencies

There are likely to be a higher number of people that fall under the top of the funnel type leads, so if you choose not to go after these leads, you are leaving a lot on the table. Adding different types of content so you can target the top of the funnel leads as well as hot buyers are the best strategy to employ.

Bringing in More Sales Qualified Leads

If you want to bring in more leads that are ready to be closed, the content that you create will need to create content for further down the funnel. People that want to talk to you are considered, 'sales qualified leads'. While they might not be sales opportunities yet, they are qualified. Bottom of the funnel offers will allow you to have more sales qualified leads with which to talk.

marketing for manufacturing

Implementing Inbound Marketing for Your Company

When you start thinking about implementing inbound marketing strategies for your company, it can be overwhelming. You start adding up the time and monetary resources it is going to take to perform these activities in-house, and the numbers aren’t making sense.

When you don’t have the resources to run your own inbound marketing efforts, or you don’t want to allocate the amount of money required, you can outsource these activities. Only HubSpot agency partners know how to effectively plan and implement inbound marketing strategies that will get your manufacturing company noticed and help you get the leads that you need to continue to grow your business.

The Importance of Lead Nurturing

If you are considering cranking out a blog post now and then and hoping that is going to be enough to get a few leads here and there, it’s best not to bother. Automated workflows are the only way your sales and marketing teams will ever be able to effectively scale your lead nurturing efforts year after year, particularly with longer sales cycles.

inbound sales automation

A hit and miss approach makes you look like you are unreliable. Most of the time, these blogs are not well planned out which means they are not as valuable as they would be if you were to plan out your content strategy or use an agency to help you get the results that you want.

 

Takeaways

The reasons inbound marketing works so well for manufacturing marketing strategies are plentiful. One of the main reasons is because your company is already well established and understands the importance of patience when you are building something big.

While the something big you are building is now virtual, it is still as important as the physical products that are created, and it will help you create big results if done properly.

Inbound marketing is overtaking other forms of marketing and will continue to do so. Don’t expect it to go away anytime soon or to become less popular and impactful. Beginning your content marketing right away will allow you to start building your online empire. The opportunity won’t be going away and will continue to grow your lead generation, customer acquisition and client engagement efforts.

YOUR MANUFACTURING WEBSITE NOT GENERATING ENOUGH LEADS?

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We can help redesign your website and optimize your inbound marketing to convert more visitors into leads to boost revenues. Reach-out for a no-obligation assessment and quote.

Traditional outbound marketing strategies are outdated, and often too expensive for the low-quality and diversity of leads. Growth-driven design can not only cut time and costs but also allows for an ongoing data-driven approach for month-over-month growth.Let’s chat about which approach is best for your manufacturing marketing efforts!

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Chris Leach

Digital marketing professional with 17-years of tested experience balanced in strategic planning and scaling ROI for lead generation, customer acquisition and client engagement programs. Since starting 310 Creative in 2003, I have had grown it into a Platinum Tier HubSpot® Partner ranked in the top 3% of all HubSpot® partners worldwide and serving as an extension of marketing teams of large brands such as Live Nation and Universal Music Group to help scale marketing and lead generation partnership campaigns for Verizon, Best Buy, AT&T and EMI.

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