Wouldn’t it be frustrating if qualified visitors were coming to your website, but few, if any, of them were actually converting to leads? If you’re not providing the right information that buyers are looking for, you may be in that very situation without even knowing it — after all, no one’s sticking around to waste time telling you why they’re leaving. Buyers need to be efficient and productive in their supplier research, and if they can’t immediately determine if you can meet their needs, they’re not submitting an RFQ or picking up the phone to find out — they’re moving on to the next option. It’s important for you to let buyers see your value as a supplier of choice right away. Here are some ways to do so.
Know who your visitors are.
That doesn’t mean identifying a specific person or company. It means understanding the job functions of your prospects, and how they go about sourcing within those roles. The fancy name is “persona targeting,” and what it means to you is providing the information that makes it easier for your potential customers to do their jobs.Cater to each step of the sourcing process.
Even in the most dire, under-the-gun, backed-up production snafus, a buyer would never come to your site and blindly hit “RFQ” right away. In fact, in those situations, it’s all the more important that you make the information they need readily available – they need to make sure you can meet their needs, they need to know NOW, and they don’t have time to spare if you can’t. But whether their buying process takes several months or several minutes, the basic steps leading up to supplier selection are the same – identify a need, get specs or designs if necessary, and research and evaluate potential suppliers.Understand what information you need to provide.
So what is critical information for buyers? Well, it differs based on what kind of company you are and who you’re targeting, but here are just a few (of many) essentially universal pieces to include:
Geographic area served
Production capacities (minimum and maximum)
Whatever specs you provide, be as specific as possible whenever you can. Most buyers are more likely to cross you off their shortlist than to pick up the phone to clarify something.Recognize every area of the sales funnel.
Before they’re ready to buy, your prospects are looking for content that satisfies two key needs: education and evaluation. By providing educational, top-of-funnel material, you 1) allow prospects to self-qualify and determine if they’d like to do business with you at some point, and 2) establish a relationship based on your value – not just a sales pitch. The middle step of the funnel – evaluation – is built on the content discussed in my prior three points, and just like the education step, it works best when you leave it to your prospects and lay off the sales pitch. By the time they get to the conversion step at the bottom of the funnel — typically an RFQ — buyers will be ready to make a decision, and potentially choose you, with confidence.
Need More RFQs For Your Manufacturing Business?
If you are looking to generate more leads for your manufacturing business, you need to put your company in position to connect with as many buyers as possible. The best place to do just that is Thomasnet.com. Every year, more than 12 million buyers visit the platform to discover new suppliers and source new products. Listing your business puts you in front of this powerful audience of buying decision makers.
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