Regardless of their industry, manufacturing firms constantly seek innovative ways to collect business leads. These leads are the lifeblood of a successful sales funnel, and you’ll need to add fresh leads to keep things moving and meet these revenue targets.
The manufacturing industry is not without its difficulties and limitations. Although lead creation in this industry is complex, companies have many clever ways to optimize their manufacturing lead generation efforts and fill their pipelines with qualified leads.
Manufacturing quality prospects for your sales force is easier than ever with efficient lead creation. Continue reading for some practical advice on collecting leads for your manufacturing company.
What is Lead in Manufacturing?
In manufacturing, a lead is simply someone or a firm who has the potential to become a customer. Finding your buyer persona and attracting them to your product or service begins with the lead generation process.
There are many types of leads, each requiring a distinct approach. Even among those most interested in your services, not all will become buyers for various reasons. However, the goal is to collect business leads that are highly qualified to convert them into customers.
Why is it important?
Why is lead creation so crucial to your sales and digital marketing efforts in the first place?
It’s as easy as that: revenue.
To increase your revenues, you must collect business leads. Your present clients purchase your goods or services, but this is insufficient. You require fresh, enthusiastic people about your brand, and Lead generation makes this possible.
A company’s ability to generate leads is vital to its success. Because customers are fickle, companies cannot rely on their instincts. They must employ techniques to attract the customers they desire.
Without such a strategy, a manufacturer will be unaware of their target audience, and most businesses will struggle to collect leads without it. Most companies require a steady stream of potential customers to stay relevant.
How do businesses get quality leads?
Every successful B2B company relies on high-quality leads to attract prospects who are willing and ready to buy what you’re selling.
Social networking platforms dominate internet marketing; they also rule the lead-generation world. It is one of the most acceptable methods to collect business leads. You can do this by using:
This is a prominent place to start because it is the platform that generates the most B2B prospects. With Microsoft’s recent acquisition, professionals will use this platform to network and communicate even more.
If you want to create leads on Facebook, you’ll almost certainly have to pay for an ad campaign. Fortunately for you, Facebook advertising costs less than half as much as AdWords ($2.50) every click ($0.80).
Twitter is still a relatively new participant in the game, and depending on how well its business performs in the coming years, the social media corporation may undergo significant changes. You can deliver exceptional value with a Twitter chat.
Tips on How to Collect Business Leads for Manufacturing Companies
So, how to collect business leads for manufacturing companies?
You’ll need to use current marketing and brand positioning tactics to find new customers for your manufacturing company.
While some manufacturing companies expand their facilities or focus on manufacturing new items, others merely strive to increase their customer base.
To achieve their company goals, industrial enterprises that want to reach new target customers or promote new product/service offerings will need an efficient internet marketing and sales plan.
This is because of a shift in B2B buyer behavior: millennials account for 73% of B2B purchasing choices and use the internet to find new suppliers and partners.
Let us dive through various ways manufacturers leverage to collect leads.
Use Email Marketing
Email marketing is vital in the day-to-day operations of businesses. It aids in developing client relationships and serves to inform new customers about your products and services.
According to statistical research, over 4 billion email subscribers on the planet. In 2020, the number of email users had surpassed 4 billion. The most recent estimate for 2021 is around 4.1 billion people.
This makes email marketing the most effective way to communicate with your target audience.
Because a substantial portion of the audience uses smartphones and has email applications on their phones, communicating directly via email can be very simple. It assists you in keeping them informed about your company and upcoming developments.
Firms may target a vast audience using email marketing, regardless of who they are. This allows them to communicate with a more significant number of individuals and convert more leads.
You should customize your emails based on the recipient’s demographics, making the message more impactful and informative. Your email content can also help you create more interactive email marketing, leading to more sales. Using email lists and email addresses has an extensive reach.
How to collect an email lead list of businesses near you?
1. Use of Forms
Give your client forms to fill out, including their email addresses. You should have access to their email addresses and see how many individuals are interested in getting emails from your company.
2. Using lead generation offers
A lead magnet can be a terrific way to attract clients and get them to give you their email addresses. You can use a call-to-action like ‘subscribe now’ on your website or social media page.
3. Give freebies
Offering a customer/visitor the chance to sign up and win a prize, for example, will get a better response than simply telling them to join up.
4. Make use of social media
Using social media for social networking and corporate promotion is becoming increasingly prevalent. You can take advantage of this trend by holding contests by requesting individuals provide your information and participate in the competition.
5. Create a newsletter
Create a newsletter for your business and distribute it widely through your social media platforms and website. This newsletter might also include a sign-up or subscription option for everyone who reads it, thus expanding your mail list.
Creating an email newsletter is an excellent approach to keep your audience informed about your company.
You may also include interactive elements in your emails to encourage your subscribers to interact with them, which will help you improve your email benchmarks and rates.
Leverage Your Current Customers
Using your current clients and consumers to market your business is effective. This strategy is helpful if you’re thinking of expanding or starting a manufacturing firm.
Asking existing customers or clients whether they know of any similar companies looking for services that you provide is one approach.
You might also inquire if they have any other contacts they’d be willing to provide. Another way to use existing customers is to request testimonials you can use in your marketing and sales efforts.
They can display prominently positive feedback and testimonials on your website, in newsletters, and in brochures. Reviews of your business on Yelp and other prominent review sites can establish your brand as one that people trust.
Create a Blog
It is critical for any business or sector to have a website. If you already have one, think about how you can use it to attract new clients and customers. The most effective method to use your website for this goal is to provide excellent content that answers the questions that your customers commonly ask.
The content you publish should be of high quality. You can improve your blogging by keyword research to determine your target clients’ terms when they Google a query.
You may then develop optimized content to appear in search results after knowing the words they use.
Convert Visitors into Leads
Just because you’re a manufacturing company doesn’t mean you shouldn’t use your website to collect business leads. Manufacturing websites are more industrial and less user-friendly, with an abundance of information and specifications on each page.
Even if this is the case, make it as simple as possible for visitors to get in touch with you. This might be as basic as a button on each page that leads to a “Contact Us” form. Make it difficult for these crucial visitors to leave your site without first providing you with their email addresses.
Optimize Your Website to Increase Conversions
You must optimize our website to attract visitors to convert. You can accomplish this by presenting accurate, thorough, and up-to-date content.
Use Call-To-Action buttons on your website to encourage visitors to take action, such as signing up for a newsletter, registering for a webinar, requesting a consultation, or downloading an e-book.
Use forms on your website to gather information about your visitors. This will eventually turn into a lead list or database.
Create a Landing Page
First impressions make all the difference–especially when you’re trying to generate leads for your business. If it works well, it can gain more subscriptions, grab more email addresses, and even boost sales.
A terrible landing page can leave a bad picture in your potential customer’s mouth and cost you a lot of your marketing budget.
sample of a remarkable landing page:
Necessities for Your Landing Page
68% of B2B businesses use strategic landing pages to gain leads.
The best course of action for your landing page is enhancing the rate at which your page loads.
To cite an example, the average mobile user will spend about six to ten seconds for a website to load, then bounce away if it doesn’t. When your page loads slowly, you will have a high bounce rate.
2. Conversion Funnel
You will earn a high conversion rate if you have a strong landing page. Too many distracting elements can annoy users. Make it solid and straightforward where users are funneled directly to where they want to go. Strengthen the purpose of your landing page to guide users quickly towards that purpose.
Ensure that steps into your funnel have a narrow focus to guide your visitors to the next step clearly and firmly.
3. Create Interesting Headline Copy
The headline is one of the most vital parts of your landing page. It is typically the first thing a visitor will see and read when landing on your page. It sets the tone for your whole page and informs the users if they have landed where they wanted.
An interesting headline will stand out in search engine results. Users usually scan the top list of results when choosing which site to visit. Clear headline copy for your landing page is a must.
4. Great Visuals
A solid visual supports your content on a landing page. It adds emotional appeal to an otherwise static site page. Display your product offerings emphasize the benefits and value to the user.
Add punches of actions like videos and GIFs to add animation to your landing page.
5. Set up Smart Forms
The main goal in landing page design is to gather information from visitors for content.
It is an excellent idea to set up forms that ask specific questions if visitors download content. Visitors will get what they want, and you’ll gain more insights about them—definitely a win-win situation.
Provide Free Evaluations, Consultations, or Scorecards
Visitors to your website can benefit from free assessments, consultations, and scorecards in several ways. For starters, because you are giving your time and knowledge to your prospect, it helps you build trust with them.
Beyond that, it can assist you in developing a sleeper agent within the firm you’re interested in.
You’re giving your prospects the ammunition they need to construct the case internally inside their organization by providing them with a free assessment, grade, or scorecard that pinpoints a business issue and precisely summarizes why they should work with you.
This enables them to advocate for your manufacturing firm in a way that you could never from the inside.
Remember, if you assist them in identifying a particular pain point or business difficulty, you’re more likely to be the one they turn to for help in resolving it.
Make Use of Marketing Automation and Technology
As a manufacturer, automate as much of your marketing as possible to focus on the big picture. Luckily, plenty of tools is available to aid with the organization of contact lists, content creation, scheduling email campaigns, and publishing material to your website.
Here are a few of our favorites:
G Suite software. It is identical to Microsoft's. It is quickly gaining traction — with the extra benefit of being cloud-based, allowing you to view your work from any device and interact with colleagues in real-time.
A Marketing Automation CRM. it allows you to see your marketing funnel and sales pipeline in real-time. It promotes transparency among teams and saves you time by automatically activating various events and marketing activities.
Keep up with the Latest Industry News
For various reasons, if you work in manufacturing sales, you must keep up with the latest industry news. For starters, it ensures that you are always up to date if a client or prospect has a question. It can, however, be a terrific approach to generate leads.
Press announcements, manufacturing industry magazines, and other publications can all provide you with information on what organizations want to buy, expand, or create.
Maintain Consistency in your Messaging and Follow Through on Your Promises
Lead generation efforts that deliver on their promises and provide a seamless transition from ad language and design to the product itself are the most effective.
Make sure you’re sending a consistent message and offering value to everyone who interacts with your lead capture throughout the process.
Your lead generation techniques should be consistent with everything else on your website, blog, and the product you’ll eventually try to sell; if you don’t, getting your lead to the next lifecycle stage will be challenging.
More than just gaining an email address should be the goal of your campaign; it should be about acquiring a new customer.
Join Forces With e-commerce Businesses
You have another alternative if you’re a manufacturing company willing to drop ship white branded products or sell wholesale to independent drop shippers. Many enthusiastic drop shippers are looking for things to offer eCommerce platforms like Shopify. You may quickly put your goods in front of people who want to sell and purchase them by partnering with these merchants, with no marketing work on your part.
This is a less traditional lead generation strategy that uses all that modern e-commerce offers. First, sign up as an Oberlo supplier, allowing Shopify merchants to sell your products online. While you may need to put some money into the early setup, the payoff for your company might be enormous.
Take Part in Trade Shows
For a good reason, this is a tried-and-true lead generation approach for manufacturers. You’re missing out on hundreds, if not thousands, of prospective leads if you’re not already visiting trade exhibitions.
Trade exhibitions are still going strong despite the rise of B2B transactions online. After all, these events allow your organization to show its products in a hands-on, engaging setting.
Send one or two of your most zealous salespeople, as well as one or two technical specialists who can answer questions regarding production and standards, to the show. Then, make sure they grab business cards from everyone they meet — or, even better, pull up your company’s web-to-lead form on your tablet or phone and submit your new lead right away.
Nurture our Leads
You’ve qualified a lead after you’ve gotten a potential customer’s attention, but keep in mind that you haven’t closed the transaction yet. Your best bets for closing the deal are email marketing and social media.
Gathering email addresses and sending appealing and informative newsletters email marketing entails. To make an email appealing to the recipient, you don’t need to be a visual designer.
You can use a variety of templates to organize the information and images in a way that encourages your leads to engage.
You can accomplish Lead nurturing with the help of social media marketing. Your company should have a page on at least one social media platform, which you should update regularly.
You can publish your blogs, as well as links to business news, product launch announcements, and even funny drawings that make people laugh.
Offer Free Samples to Qualified Leads
You obviously can’t just send free samples to anybody who visits your website — you’d go bankrupt! However, if your company’s items are minimal, you might give free samples to verify potential buyers, along with free shipping. Page visitors will be more likely to submit their information if you display the offer on your website’s homepage.
Include fields on your web-to-lead form that capture the lead’s industry and company size to decide who qualifies for a free sample. Your sales team can then determine the most suitable prospects to mail samples based on your company’s target buyers.
And, of course, follow up with these leads to inquire about their experiences with the products. Combining a gift with personalized care could be the secret to turning leads into customers.
Run PPC Campaigns
PPC (pay-per-click) advertising campaigns are a cost-effective approach for you to keep ahead of the competition as a leading manufacturer. You may use the advanced targeting capabilities offered on most platforms to get your ads to the right audience, whether you’re looking for new clients or staff.
Plus, you’ll be able to choose your pricing range, giving you complete control over your budget with good management.
We recommend starting with Google Ads if you’re new to using PPC ads for industrial lead creation. Google has made PPC a lot easier, and they can even help with keyword suggestions. However, working with an expert campaign manager who can help you produce ads and manage your bids is still an excellent option.
Manufacturers used to get noticed by placing an ad in an industry publication or even the local newspaper, but today’s marketing professionals understand the power of digital advertising.
This is in contrast to content marketing and SEO, which rely on natural, unpaid growth. When you set aside money for paid advertising, you’re making a deliberate decision to target specific demographics and expand your reach.
Google and Facebook Ads are the two of the most widely used and effective paid digital advertising platforms. If you’re not used to developing and distributing advertising like this, consider using an internet marketing platform like Constant Contact, which provides tools to make the process go faster and smoother.
The Final Note
Lead creation is the most crucial strategy for a promising sales pipeline. While the manufacturing industry has its ways to collect business leads, there are still plenty of ways to generate fresh qualified leads for you to pursue.
Start with the suggestions and best practices listed above, and you’ll be well on your way to developing a lead-generating plan that works for your company.
Need help in generating leads for your company?
Contact us today for highly personalized lead generation campaigns.