According to Hubspot, over â…“ of the world’s population is on the Internet…with 8 new people added every second. Needless to say, digital marketing is a pretty big deal. Just take a look at our 2013 State of Web Analytics Infographic or Alex’s blog post regarding some interesting statistics about digital marketing. Pretty impressive, huh? When utilized correctly, digital and inbound marketing can successfully convert leads into customers, increase sales, and promote your company in a cost-effective manner. Again, I stress the fact that these successes can be obtained when digital marketing is used correctly. Unfortunately, many industry leaders are lacking in this area, with lackluster, confusing websites and little to no social media or SEO components.
The manufacturing industry is one of the biggest and fastest growing industries worldwide, contributing almost $1.87 trillion to the economy last year (NAM). Manufacturers strive for efficiency, accuracy and optimal performance every day in their products and processes. Why not strive for and demand these same things from websites or marketing campaigns? Many companies think that just because they have a website or a Facebook page, they are utilizing digital marketing strategies. However, this is a very flawed assumption. When an individual enters your site, is it clear exactly what products or services you provide, what industries you serve, what sets you apart from your competition, and a call to action allowing you to reach a sales rep? If the answer is no, then “Houston, we have a problem.”
Fortunately, the use of social media and digital marketing for B2B manufacturers has been growing exponentially in the past few years, but no one wants to be left behind or beat out by their competition. But don’t worry, this can (and should) be fixed! The first step in analyzing your digital presence is not really a step at all….actually, take a step back. Look at your website. Look at your social media platforms. Ask yourself some questions:
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How does it look? While your website’s primary focus should be on what products and/or services the company has to offer, presenting a visibly pleasing and eye catching site could give you a competitive advantage. In fact, not having a clean, quality site could actually hurt you. As much as I hate to say it, we humans are attracted to things that are, well, attractive. You don’t want your website to look like it was designed in one hour. This is the perfect way to demonstrate that you are a stable, reliable and successful company with the potential to handle any customer’s wants or needs. You take pride in what your company has to offer, right? Well then, show it off! Even if you are a small, up and coming business, that doesn’t mean you can’t have a Grade A website.
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Is your site consumer friendly? First off, make sure your customer clearly knows what you do, what you sell, and what you offer. Think about including an online catalogue or incorporate e-commerce onto your site. This will clearly and efficiently lay out your products and/or services in a very easy to use and understandable way. Offering a monthly newsletter the consumer can subscribe to via e-mail may also be beneficial. Not only would you be providing the consumer with useful information, but you also obtain contact information for potential clients. BAM! It’s a win-win!
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How’s your SEO? Search Engine Optimization is not something to be looked over, either. In order to get new customers, they need to be able to find you. Luckily, there are so many easy and effective ways to do this. Check out my previous blog post on how to utilize the best tools and resources to improve your SEO and increase web traffic.
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And what about social media? Well, this is simple: use it. Post pictures, update statuses, tweet, blog, and most importantly, engage with your customer! Listen to what they have to say, answer their questions, and let them know you care. Social media is also a very cost effective way to promote and advertise your company and to turn your brand into a strong, stable and prominent tool that sells. Another thoughtful tip may be to use these portals to show the culture of your company- a behind the scenes look of a manufacturing company may just break through the negative stigma that is often associated with large plants and distribution centers. The possibilities are endless.
It may seem a little overwhelming, but digital and inbound marketing really is quite simple with the right tools and knowledge. Hubspot is one of many platforms that help you manage your digital marketing efforts. Want to learn more? Contact us with any questions you may have regarding digital marketing! We’d love to hear from you!
Article Written by Jill Schmidt
