Digital marketing offers a wealth of opportunity for equipment manufacturers to connect with clients and develop long-term profitable relationships. But there’s an immense amount of competition in the online arena, and your digital marketing approach needs to be planned carefully to provide the expected results you’re looking for.
Implementing digital marketing for equipment manufacturers doesn’t need to be overly complex or costly to set up. Getting the basic elements right and following a good process can generate great initial results to build on. Here’s what to consider when setting up a successful strategy.
Optimizing Your Website for Conversion
No amount of slick digital marketing will impact your bottom line if your online presence can’t reliably convert leads. Before embarking on an extensive campaign, make sure your company website has the features and quality it needs to turn prospects into customers.
Every equipment manufacturer’s website is different, reflecting the unique qualities of the company it represents. However, all successful sites should include the following elements that build a strong foundation under your online presence.
Products and Services Section
Your website should contain a well-organized section covering your entire range of products and services. Include an overview page for each general product category, and then dedicated detail pages for each product. Make sure to include plenty of high-quality photos and videos to catch the attention of those who may otherwise skim through the text.
Also include compelling descriptions of your company’s mission, history, and what sets it apart from the competition. Do you have a technology advantage? A unique design approach? Customized products to meet customer needs? Significant cost savings? Highlight your most attractive selling points here to help give prospects the confidence to convert.
Blog Section with Value
Next, a high-quality blog section can show how your products will help potential customers solve their everyday problems or improve their own business offerings. Cover real-world use cases, making sure to offer genuine value to the reader rather than simple promotional or marketing fluff.
Staff and Management Information
B2B success is all about building long-term business relationships, and adding a human touch to your website can go a long way toward boosting confidence and conversions. Add a few pages offering background information on key members of your company, highlighting their expertise, experience, qualifications, and so on to increase authority and trust even further.
Make Contact Easy
Lastly, don’t make it difficult for prospects to get in touch once you’ve caught their interest. Include a link to a short contact form on every page, along with prominent phone and email details to cover all bases.
Planning Your Digital Campaigns
Once you’ve set up your website to convert leads efficiently, it’s time to start generating traffic. There are countless ways of doing this, and a well-rounded digital marketing plan can cover a lot of ground. However, the most effective B2B digital marketing services always focus on building credibility, reputation, and long-term results rather than producing surges of viral traffic.
Our digital marketing blueprint will help you identify the most effective methods and approaches for your particular niche. A typical digital marketing plan should cover the following areas.
Develop Client Personas
To market effectively to prospects, you need to know who they are and what they’re likely to respond to. Drawing up persona profiles of potential clients will help you home in on their needs, their pain points, and the particular ways in which your products could help solve their problems.
For each persona, include details of their company position, amount of decision-making power they have, how your products could improve their working day, and so on. You can then use these personas to inform your digital campaigns and more accurately target prospects, laying the groundwork for converting them into customers.
Your website’s blog section should be an ever-growing resource of genuine value. Regularly update it with content that educates potential clients, addresses their everyday challenges, and provides solutions and support through every part of their buying journey.
A great blog section should act as both a conversion funnel for new clients and a support resource for existing ones, all the while building brand authority in your niche.
However, content marketing can also go further. While your very best content should be reserved for your own site, you can extend your web presence by publishing guest content on other relevant sites, with links leading back to your conversion funnel.
Search Engine Optimization (SEO)
At its simplest, search engine optimization (SEO) uses a variety of techniques to place your website higher in the search engine results and therefore deliver more traffic to your conversion funnel. Going deeper, SEO also means:
- Researching and targeting the keywords that provide the highest volumes of converting traffic.
- Building links to drive more exposure online.
- Refining your site’s layout and technical issues to make the search engine’s job as easy as possible.
Added together, these techniques can greatly improve your website’s presence and profitability in the longer term.
Paid Advertising with Remarketing Ads
For more immediate results, directly advertising on Google and other relevant platforms is invaluable. Setting up campaigns is relatively quick, and you can measure the results in real-time to adapt almost immediately if needed.
And while regular paid ads can be highly successful, in the B2B manufacturing sector a technique known as remarketing can be even more valuable. This method focuses on showing ads to prospects who’ve already had some level of contact with your business, continually building brand awareness and authority over a longer period to maximize the chances of an eventual conversion.
Building and maintaining an email subscriber list gives you a welcome amount of control over your website traffic. You can announce new products and services to a wide audience as soon as they’re available, or simply highlight new special offers or updates to your site, with enticing propositions generating immediate interest.
Depending on your niche and the type of audience your targeting, video may provide another way of showcasing your company’s benefits than dry text alone. If you can develop content that demonstrates the value of your products in real-world situations, and in a format that informs rather than simply promotes, then video can be one of the most efficient traffic drivers available.
Analytics and Lead Tracking
Lastly, using analytics and tracking to continually monitor your campaigns’ success will ensure you direct your resources to where they’ll have the most effect. You can identify which elements are succeeding and could benefit from more investment, which ones might need tweaking, and which approaches might be worth dropping altogether.
Effective tracking can also identify the most common bailout points in your conversion funnel so that you can optimize the buying journey to hold on to as many leads as possible.
A full-featured B2B campaign can deliver remarkable results but needs careful planning and execution. To give your equipment manufacturing company the best chance of succeeding online, our digital marketing services for manufacturers can help put your campaigns on the strongest possible footing for profitable and sustainable results. Contact us to get a free consultation and audit of your site to get started.
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