Unlike many industries in which potential buyers must be convinced they have a need, specialty manufacturing buyers are usually well aware they have a need and are already researching products to fill that need. Most of your business comes from cold calling, word-of-mouth referrals or repeat customers, so you’re skeptical ramping up your online marketing efforts will prove effective to your bottom line. In reality, inbound marketing can extend your reach, attract new potential buyers and deliver more qualified leads for your sales team.
Today, 80 percent of B2B purchase cycles are completed before the buyer contacts sales. Potential buyers are gathering much of their information on available solutions through online searches. To attract visitors to your website and convert them into leads, your website must be optimized. Do this by:
Your products are specialized and high-priced, and as such, your sales cycle is relatively long. Clearly defining the information your potential buyers need to see throughout the buyer journey can help you improve, possibly even shorten, your sales cycle. Do this by:
Sales for your products almost always come as a result of requests-for-quotes (RFQs) or bid packages. These take significant time and effort to create, so your sales team isn’t interested in more leads—they want more qualified leads. Not only does inbound marketing effectively weed out more unqualified leads, it also puts the sales team in a better position to sell by:
Request a consultation to discuss how we can help your specialty manufacturing company attract more qualifed leads with inbound marketing.