It’s 2020, and it’s time to face facts: marketing for manufacturers (as a whole) is shifting dramatically. Instead of solely focusing on outbound (or traditional) marketing — print ads, telemarketing, flyers, trade shows, etc. — the most effective methods for generating new business take place online.
Luckily, with inbound marketing for manufacturers, your company can start generating leads quickly, so you can get on the path to converting them into customers.
What is Inbound Marketing?
Inbound marketing is basically a methodology that is used to bring leads to you, rather than the other way around. See, traditionally, you’d send out a mailer with your company’s information on it, hoping the business owner you sent it to is interested in your products.
With inbound marketing, you’re no longer throwing darts at a board while blindfolded; instead, you’re offering an incentive in the form of something of value (known as a “lead magnet”) in exchange for a potential customer’s contact information.
Still confused? Let’s break down a common inbound marketing strategy below:
- You create what’s called ‘buyer personas’; which is basically segments of individuals that make up your target audience
- You put together a valuable piece of content for one of those personas (like an eBook about how the cleaning products you manufacture help businesses stay compliant during COVID-19)
- You build a PPC (pay per click) campaign promoting this eBook to your specific audience
- You direct them to a landing page, where they can download the eBook (or whatever lead magnet you choose) in exchange for their contact information, which will be entered into a form on the page
- You then ‘nurture’ these leads with a series of well-timed, thoughtful emails that follow them on their buyer’s journey until they become a customer
Why Does Inbound Marketing for Manufacturers Work?
As you can see in the example above, the ability to target a specific audience who you know is likely to be interested in doing business with your company is paramount. This allows you to entice them with valuable content (or a special promotion) to get them to become a lead.
Once that lead has shown interest, they’re in the ‘discovery’ phase of their buyer’s journey. This means you’re on your way to making that individual a customer.
How Do I Get Started?
While, technically, anyone can run an inbound marketing campaign, this isn’t recommended if you’re not familiar with the process. Why? Because throwing together an inbound campaign yourself (or having someone inexperienced do it for you) is like throwing money down the drain.
Instead, you should opt to partner with a team of professionals who specialize in inbound marketing for manufacturers — like Manufacturing Advertising.
We can help you build fool-proof inbound marketing strategies to help you attract leads and grow your business online. From identifying your target audience/buyer personas, to building your PPC campaigns and landing pages, our team of experts handle it all for you.
Ready to Start an Inbound Marketing Campaign?
If you’re ready to start attracting leads for your manufacturing company in Cincinnati, contact us today. We’ll discuss your goals and needs to put together the most effective inbound strategy for your company!
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