Inbound marketing is all about attracting people who are ready to buy the products you manufacture. The old school methods of interrupting potential buyers aren’t working the way they once did. Especially in the B-to-B space, inbound marketing can be highly effective in generating leads and sales for your products.
Here’s a complete guide to putting inbound marketing to work for your manufacturing business and ramping up your leads and sales.
1) Identify your campaign audience. Who is your target audience for your campaign? What is their position in their company? What are their work related problems that your product can solve? Answer these questions and understand your buyer persona before launching a campaign so you can target them correctly.
2) Set your goals & benchmarks. Having SMART goals will help you evaluate your results at the end of the campaign and identify what worked, what didn’t and what can be tweaked for better results. SMART is an acronym for Specific, Measureable, Achievable, Realistic, Timely.
3) Create your offers & landing pages. In order to get a visitor into your sales funnel you need to collect their contact information so they can become a lead. You’ll have to offer something for that information. You should not be trying to sell them on your product at this point, but instead offer them content that will solve a problem they are likely to have.
You’ll make this offer on a landing page. The landing page should be geared towards one goal, getting the user to fill out your form and get them into the sales funnel. Check out this article about how to build successful landing pages.
4) Plan & build your automation & nurturing flows. Your campaign doesn’t end when leads fill out your form. Inbound marketing is all about the entire process of converting visitors to customers. Plan and build your follow up emails & nurturing flows. This will walk your prospects through the sales funnel and result in more customers.
5) Kick off your campaign with targeted email. A targeted email to a segment of your database is a great way to engage your existing audience of leads. You can make an offer of helpful content to existing customer and existing leads. Again, don’t make it salesy, make it helpful. Anytime you can help a customer or a lead that helps you become an expert and a great resource to them and that will definitely increase the business you generate.
6) Write a blog post. Your campaign is awesome – don’t hide it from the world. Use a blog post as a chance to introduce readers to the valuable content they’ll find in your offer. Blogs are awesome at getting good search engine exposure when set up correctly. In fact, blog systems like WordPress are built for search engine exposure.
If you want to be found online, you must be creating content that your prospects are searching for. Content is the crucial part of the inbound marketing strategy. Without content, you will not succeed. A blog is a great way to start your content strategy.
7) Share it on social media. Promote your blog post and offer through social media to drive traffic into the top of your funnel. You have to let people know your content is out there. Social signals are a factor for ranking well in the search engines.
Identify top social media influencers in your industry and reach out and ask them to share your content. Just make sure you are producing quality content. No one wants to share a sales brochure.
8) Use long tail keywords. Long tail keywords are search terms that are usually made up of three or more words. They have less search volume so it’s easier to rank well for them. Plus they are more indicative of a person’s intentions so they give you more targeted prospects.
By using long tail keywords, interested prospects will find your campaign long after you stop actively promoting it.
9) Consider paid search and other channels. Even though you’re running an inbound marketing campaign, you can utilize paid digital channels. Other channels can be a part of your inbound campaign, just be sure that you are utilizing inbound types of strategies and are measuring the effectiveness of all channels.
10) Track your URLs. Where is your traffic coming from and how are visitors finding you? Tracking URLs can point out successes and holes in your campaign. For example, If you find that one source of traffic is not delivering big numbers of visitors but the ones that are coming are converting at a higher rate, you should increase the traffic you’re getting from that source.
11) Report on your results. Hard work shouldn’t go unmeasured. You set goals and now it’s time to celebrate your success. Organize and show off your numbers at the end.
You also need to be able to gage your success and your failures. This will only make your future campaigns stronger.
Following these eleven steps will make sure that you have a successful inbound marketing campaign for your manufacturing company.