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Lead Generation 101 for Manufacturers

Posted by Synchronicity on Dec 5, 2017, 9:06:00 AM

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Does your manufacturing business have a lead generation strategy? It should. Generating qualified leads is vital for the success of your business, both immediately and long term.

Sync is an expert at turning ho-hum manufacturing websites into lead generation machines. Not sure where to start? Let’s dig into the nuts and bolts of “lead gen,” as the kids call it.

 

What is Lead Generation?

In a nutshell, it’s an efficient and measurable way to drive qualified potential buyers to a business. Generating leads is generally understood within the digital context, but traditional marketing efforts (like a magazine ad) can also generate leads, however hard-to-measure.

 

Why Should Manufacturers Care?

Manufacturers usually operate on relatively long purchasing cycles. Clients take a long time to pull the trigger, in part because manufacturing products and services are usually an investment. Manufacturers are niche businesses, catering to increasingly-small segments of highly-specific markets. Lead generation is all about figuring out where the most-likely-to-buy potential clients are, then incentivizing them.

 

So, is Lead Generation the Same thing as “Marketing?”

Great question. Marketing is one part of the lead generation process. The end-goal is always to make the phone ring, right? Marketing (then nurturing, then answering questions, then providing memorable service) is how to get there.

 

What Goes into a Lead Generation Strategy for a Manufacturer?

Look at you with all your great questions! The four quintessential components of a successful lead generation campaign include Inbound Marketing, Data Analysis, Lead Scoring, and Lead Nurturing. Let’s break it down.

Inbound Marketing: Any marketing designed to attract qualified leads. Could be a blog post, a landing page, a website redesign, an email campaign…etc.

Data Analysis: How well is the inbound marketing working? Are the leads coming in at the rate you expected and what can you do to make them better?

Lead Scoring: Lead gen is about quality over quantity. Scoring leads on their likeliness to buy is a good way to understand what kind of content will move them down the purchasing funnel.

Lead Nurturing: Once you have a lead on the hook, what are you doing to reel them in? A drip email campaign, for example, or an informative eBook on a topic they care about? A call from sales?

 

The great news? A qualified digital marketer like Sync can manage all those bases for you. All your business must do when a lead generation campaign is running smoothly in the background is pick up the lead and run it into the end-zone. It will always be your sales team’s job to convert the customer; it’s your marketer’s job to get them 90% of the way there.

Let Sync be your marketer. Generating qualified leads for manufacturing businesses is what we do best. We understand the nuances of the trade and what it takes to stand out in the technical, ever-changing landscape of manufacturing.

 

 

Call us today to talk to a lead generation expert.
704-545-2868

 

Tags: Manufacturing, lead generation