In today’s increasingly connected world, establishing a strong digital presence is crucial for effective brand exposure and lead generation. With more and more people accessing business and product information online, it’s no longer effective to rely solely on broadcast commercials, newspaper ads, or cold calling for effective B2B marketing.
As technology and industrial marketing methods continue to evolve, implementing a comprehensive, multifaceted approach is critical for staying ahead of the curve and ensuring potential leads become aware of your company.
Below, we’ve outlined some of the ways to advertise your business online and generate valuable leads.
Email marketing is a critical component of an effective campaign, and through the collection and analysis of valuable customer data, email lists can be segmented in order to target specific users who have shared their contact information with you; for instance, design engineers may receive a different email than procurement managers. This allows you to effectively target different people at different stages of the purchasing process.
The referrals you’ve received from website conversions, trade shows, and other advertising campaigns must be kept engaged with relevant, useful content, and emails provide a cost and time-efficient way to do so. This is just as important for potential leads as it is for existing clients; sending them periodic emails with industry-specific, directly useful content will help keep your company top-of-mind. The numbers speak for themselves: Email has an average ROI of $38 for each $1 spent.
And today, with highly advanced tracking software available, it’s easier than ever to formulate A/B tests that can help determine the most effective strategies for gaining new clients. For instance, one group of people on your email list may receive a message with different phrasing or a different call-to-action than a second group, and open rates and conversions can then be tracked to in order to create the most effective email campaign possible.
Manufacturers also have the opportunity to promote their content or place the spotlight on their business with online advertising campaigns in Thomas Industry Update, industry's leading daily email newsletter — see the advertising examples here.
Company Profile On Thomasnet.com
Listing your business on Thomasnet.com is one of the best ways to advertise your business and attract valuable leads. A multifaceted supplier discovery network, Thomasnet.com helps connect B2B buyers and sellers, streamlining the product sourcing and supplier discovery process. In fact, there is more industrial and B2B buying activity taking place on Thomasnet.com than on any other platform — buyers evaluate suppliers every two seconds on Thomasnet.com.
This unique platform provides manufacturers with an effective, intuitive way to grow their businesses by showcasing products and services to active and qualified buyers — not just anonymous traffic. And suppliers who have a Thomasnet.com Verified badge increase their chances of receiving RFQs by more than 90% — create a free company profile here to get started.
Online With Pay-Per-Click (PPC) Advertising
Another viable paid digital advertising option is PPC. It allows businesses to pay a fee each time a user clicks on one of their ads. And unlike organic lead-generation methods, PPC is essentially a way to get more targeted website visits and can be highly effective for generating traffic and leads. Most often, companies choose to have these PPC ads appear on search engines. In fact, research has shown that users click on paid search ads more often than other forms of digital advertising; people don’t mind seeing advertisements if they’re directly useful to what they’re already searching for.
Although starting a PPC campaign often involves some trial and error, Google AdWords makes it easy to get started. From there, companies can flesh out a more targeted campaign based on when and where they want to advertise, as well as the specific keywords and negative keywords they want to target. PPC campaigns are also highly customizable for different budgets, allowing for very low-cost initiatives — we go through 11 tips to make sure you're getting the most out of your PPC campaigns here.
Social Media And Video Advertising
Enabling businesses to make personal connections with fellow industry professionals, social media and video advertising helps to increase website traffic and convert more leads. Sharing useful, well-curated content on LinkedIn and Twitter has helped establish manufacturers as knowledgeable industry leaders and give insider details to the culture of the company. Social media also acts as an additional platform where businesses and users can interact directly, helping to position businesses as a go-to source for useful information and tips. And with about 50% of today’s B2B researchers falling in the millennial age range, social media is more important than ever for connecting with purchasing managers.
Paid social advertising is also highly effective in boosting brand awareness, as your ads will be targeted to specific users based on their browsing history. Facebook advertising, for instance, doesn’t require you to have any prior connections with the people your ad will target, so if their user profile matches up with your messaging, your ad will appear alongside their newsfeed or as sponsored content incorporated into their newsfeed.
More manufacturers are using video advertising tactics on their Thomasnet.com Company Profile to showcase their factory floor and new products — see some video examples here that have been proven to close sales.
Learn More About Online Advertising
These are just a few examples of the many different ways to market your business online. Not sure where to start with your advertising campaign or unsure which methods are right for your company? Thomas offers a free digital health check to let you know exactly where and how you can improve online.
With industrial trade shows canceled this year, more manufacturers are shifting their marketing budget to online tactics to help meet their business goals. The industrial team at Thomas can design and implement a results-based marketing program that helps you connect with buyers all year round and can help guide you with more ways to increase your manufacturing sales. Learn more about creating a strong online presence for your manufacturing business with the links below (and contact us if you need help along the way!):
- The Manufacturing Leader’s Guide to Building a Strong Digital Presence
- The Manufacturing Leader’s Guide To Driving Qualified Users To Your Website
- Converting Anonymous Traffic Into Warm Leads & Reaching Out To Your Contacts
- Testing Your Website for Increased Conversion & Implementing Marketing Automation
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