How Manufacturers Get Sales with Inbound Marketing

Inbound marketing has become the go-to way of marketing for many businesses for a variety of reasons.  But, when it comes to manufacturing, the biggest benefit is in the reduced cost to acquire a new lead.   Typically, most manufacturers have a specific audience that they are trying to reach, and it can get expensive to do enough radio, tv, or direct mail to attempt to reach the small portion of the population you are aiming for.

Inbound lets you craft a message that will appeal to that segment of the market and reach them in a non-intrusive way that they are more receptive to.  So you spend less money to acquire more leads.  So let's look at some common questions that manufacturing companies have when they get started marketing online.

How does Inbound Actually Attract Customers?

At the heart of Inbound Marketing is the Buyer Persona or Buyer Profile.  This handy tool helps you center all of your marketing around your ideal customers goals and pain points.  You can overcome objections that they normally have and reach them earlier in the process leading up to a purchase while they are still doing research.

Once you have your personas, inbound uses a variety of methods to reach customers.  Just a few of these are:

  • Email Marketing
    You reach them right in their inbox
  • Social Media Marketing
    You interact with them and share information where they are.  This includes Facebook, Twitter, LinkedIn and other social networks.
  • Blogging
    You write articles that your ideal customers are will find helpful and motivational.  Your prospects will search for that information and come in on your articles.
  • Landing Pages & Calls-to-Action
    Landing pages let you trade useful information for contact information from a potential lead.  You can then use that information to convert that lead into a customer.
  • SEO
    By building a solid search engine strategy, you increase your ability to be found in searches.

What do you talk about?

One of the hardest things for people to figure out when it comes to creating content for marketing is what to talk about.  When you have a more challenge product that not everyone gets excited about, it's even harder.

But in the manufacturing world, you can't really have too much product information.

The more facts that you share about your product(s), the better.  You want to talk about more than just the features, though.  Make sure you focus on the tangible and intangible benefits to the user.  Some examples of this might include: getting work done faster, doing bigger jobs, replacing parts less, etc.

How can I re-target previous customers?

Email is fantastic for this!  The most important thing to remember is that you need to segment your lists to increase the success of your campaigns.  Some common ways that people tend to segment are:

  1. How long has it been since their last purchase?  
    If it's been a while, you would use different wording than if they just purchased last month.
  2. What types of products did they purchase and how large are their orders?
    If they tend to buy large bulk orders, and you're promoting a new, smaller quantity, service, then they wouldn't be interested.  Likewise, if they always order red, then they wouldn't be interested in your new blue line.
  3. Is your product or service location-sensitive?
    If you have items that you can't ship long distances, then promoting them to someone outside your delivery radius wouldn't make much sense.
  4. Do people have a relationship with a specific sales person?
    You'd have a better success rate if you send your marketing emails from that person instead of a generic no-reply email address.
  5. Is this promotion an upsell or related sale to a previous purchase?
    If so, then target only customers that purchased a related item.
How does marketing relate to sales?

How does marketing relate to sales?

It's really important that your sales and marketing teams work closely together.  Think of it like this... your Sales team has to finish a conversation that your Marketing department started with your prospect.

So doesn't it make sense that Sales should know what Marketing was saying first.  And Marketing should know how Sales would like the conversation to go when they come in.

By aligning your teams, you'll be providing a better experience for the customer and you can track your teams' progress towards generating revenue for your company.

Marketing can also help your Sales team create many of the handouts that they use when talking with customers, so you get a better, more cohesive, brand.  And Sales can provide marketing with greater insights into your customer's buying habits, objections, and questions.  So Marketing can refine the message to match.

Do you think that the five ways in this article are the best ways to attract customers?

Please leave me a comment if you think that there is a better way,  and let me know what it is while you are here.

Ashley Burnett

Web Ninja

One of my first jobs was running a cash register in my grandmothers diner. My job was to talk to customers and and to keep everything in my area neat and organized. Now years later those lessons I learned help me in managing client files and projects. Making sure our team is working to help our clients reach their business goals is what drives me everyday.

I am a strong believer that to succeed in life you have to work hard and never let roadblocks stand in your way. You have to read and study but you also have to experience life and all that it can teach you.

My mission is to help clients and our team have the materials and knowledge they need to make every project a success, while making sure to spread some of the information I learn around for others to enjoy.