3 MIN. READ
For manufacturers, having reliable lead sources and surefire lead generation methods that encompass both inbound and outbound is what keeps your company competitive in the fast-paced industrial market. But are you using all the tools at your disposal? Read on to discover some tried-and-true strategies manufacturers can employ to generate quality leads for their business.
Understanding Lead Generation
Lead generation is the process of attracting prospects to a product. It involves catching and maintaining their interest until a decision maker signs on the dotted line. Lead generation can be divided into two types, inbound and outbound.
Inbound leads come from the audience a manufacturer attracts. They may have visited a booth at a trade show, requested information, or ordered a sample. Many inbound leads come from manufacturers using the internet to their best advantage. They can generate customer contacts through:
● Websites.
● Blogs.
● Social media.
● Articles in online industry publications.
● Webinars.
For potential leads with less surfing time, email campaigns and newsletters can also set the hook.
Outbound leads come into play when a manufacturer’s representative reaches out. Representatives must qualify outbound contacts to ensure they have the authority to sign off on a purchase or deal. Once a lead is qualified, an effective representative will nurture the relationship until interest converts to a sale.
Successful sales departments find both types of leads essential. Without inbound leads, representatives have many fewer prospects. Without outbound leads, deals rarely close.
Inbound Lead Generation Tips
1. Optimize your website. The internet is full of industrial websites all competing for attention and the much-coveted top ranking for the products and services they supply. A manufacturer needs to optimize a site to convert a visitor to a lead. Great content invites a viewer to investigate further. Manufacturers can also offer resources for understanding products better, with links to specs, data sheets, white papers, and e-books. Including signups for webinars or free demos will draw visitors in and provide valuable data such as email addresses. Check out some in-depth advice on optimizing your website here.
2. Leverage email campaigns and e-newsletters. These can follow directly from site optimization. An email to a lead who has already signed up for something is less likely to end up in the spam folder. An intriguing message and compelling call to action (CTA) will help move a lead into the prospect category.
3. Leverage an IndustryNet profile page. IndustryNet lists all of the nation's manufacturers as well as suppliers of more than 11,000 products, parts and services. An IndustryNet page lists a manufacturer’s capabilities, brands, location, and contact information. The listing provides streamlined contacts for leads. All manufacturers are listed for free (you can claim your free listing here) but you can get an extra boost from your listing by upgrading, which lends your listing page a higher search results ranking, greater visibility, and allows you to add direct links to your website, add videos, photos,social medial links, and more.
4. Leverage content. Manufacturers can publish marketing content on the IndustryNet blog. Content is one of the best ways to garner more attention for your brand. However, not all content is created alike. See here to explore the best kind of content for every stage of the industrial buyer's journey.
5. Exploit social media. Social media offers numerous opportunities to insert manufacturer content to be seen by viewers who’ve already shown interest in similar companies or products. Instagram listings are one prime example. Just getting started? Here are some top manufacturing-based Twitter accounts to follow.
6. Put out press releases. Industry publications will often pick up press releases whole cloth, particularly if they feature technological innovations or new products.
Using these tips for generating inbound leads complements the generation of outbound leads.
Outbound Lead Generation Tips
1. Grow your social network. Manufacturers need to grab potential prospects’ attention. One way is by using social networks to engage users with the manufacturer’s products. Joining LinkedIn allows companies to establish a network of members with similar industrial goals. Such groupings attract parties interested in specific products. Twitter chats can also be an excellent networking tool. One example would be attending the U.S.A. Manufacturing Hour tweetchat, which takes place every Thursday at 1:00pm CST. Just search #USAMfgHour on Twitter to join in.
2. Pursue cold campaigns. These can be the most daunting tools, even for the most experienced reps. They include cold calling, cold emails, and direct mail. Fortunately, IndustrySelect can greatly ease the process. A subscription offers names, positions, and email addresses. A salesperson can prequalify prospects, saving time and energy.
3. Present at industry events. These include trade shows and conferences. Even a small booth or display will enable representatives to make personal contact and build relationships with potential prospects. For products involving technical advances, conducting a seminar or giving a paper will create greater visibility and enhance a manufacturer’s status. Learn about some top manufacturing trade shows to attend here.
4. Consider an outside prospecting service. Manufacturers who want to concentrate their resources on the production line can still find the outbound leads they need. IndustrySelect offers a prospecting service that can set up appointments and utilize a wide array of data. It will help manufacturers target the customers they need, support the existing sales team, and expand into new territory. For manufacturers needing a sustainable pipeline, IndustrySelect can provide the solution.
Filling the Sales Funnel
IndustryNet Marketing Solutions and IndustrySelect provide the complete package for generating the leads manufacturers need. To further explore how their lead generation can grow, manufacturers should sign up for a free IndustrySelect demo here.
Article Sources:
https://www.industryselect.com/about/prospecting/
https://blog.hubspot.com/marketing/beginner-inbound-lead-generation-guide-ht
https://www.businessnewsdaily.com/15935-how-to-develop-a-cta.html
https://industrynet.com/
https://www.industryselect.com/
https://industrynet.com/marketing/
https://www.industryselect.com/register/
https://industrynet.com/blog/
