We know why! Successful Manufacturing, Industrial and Distribution Companies are rapidly adopting a go to market strategy utilizing digital marketing techniques to dominate their markets.
B2B lead prospecting has historically been the responsibility of distributors or sales reps, but digital marketing has changed everything. B2B digital marketing empowers manufacturers by attracting prospects missed by these historical methods. Major tools utilized to attract strangers include:
Congratulations when making a page 1 ranking, but now your meta description must entice the prospect to click on your website. Your content must interest, educate and encourage the prospect toward lead conversion.
The main purpose
In B2B Blogging, rarely is your target prospect signed up and anxiously waiting for your next blog. More likely, they are attracted to a blog by a specific topic and are directed to your website to learn more.
The term SEO includes strategies,
- Over 100 billion searches are done every month on Google.
- SEO is used on websites, on blogs, on PPC ads and many other places.
- Use keywords that match your target customer’s search patterns.
- Researching your competitors can provide data for your keyword B2B marketing strategy.
- Google and other search engines are constantly evolving.
- Technology and experience are needed to do SEO well.
Offers provide adequate value and encourage prospects to trade their contact information for the offer. Offers are most effective after a prospect has educated themselves through full access content and feels your company can provide the solution they need. Content offers, like e-books or service offers, like a FREE Sneak Peek at the competition, give your customer a clear next step of engagement.
A form is an opportunity for prospects to provide contact information in return for additional information, a quote or a special offer. For highest customer satisfaction, requests sent in should be answered promptly.
Marketing automation software, like HubSpot, can automatically prefill information that has previously been provided by the prospect and can also be programmed to respond with a personal thank you email.
Sure, your staff can do every response manually, but why would you want to before you have qualified the prospect? Staff, at many small to medium size B2B companies, can utilize automation to provide the educational material that potential customers are looking for, exactly when they want it. Improved response times reinforce a positive experience with your company.
Email marketing is an effective way to reach leads that have requested more of your company’s content. Content must be fresh and relevant to achieve a high open rate and must include an opt-out capability. Purchasing email lists and blasting out mass email campaigns to strangers is NOT inbound marketing and not effective.
Lead nurturing is key to developing a relationship with your customers, at every step of the buyer’s journey, as they transition from being a stranger to a loyal customer. Open Path Digital focuses on meeting the needs of your customers by providing the information they are looking for.
Automatically monitoring and scoring a prospective customer’s behavior on your website can be utilized to determine their sense of urgency, how much they have understood about your capabilities and can alert your sales staff when they have accumulated a