November 02 2017
Digital Marketing for Manufacturers is More Important Than Ever.
The landscape for lead generation changes each day, and it’s predominately occurring on digital platforms. Based on our research, 90% of B2B customers use the internet to find a potential supplier. We aren’t only talking about consumers looking to purchase items online either- we surveyed 135 of our industrial B2B clients to find out more about their search behavior when looking for a new supplier or vendor.
The findings are clear: We are in the age of assistance and those that make choices easier for us (think Uber or Amazon) are typically the ones that win our business in the end. Manufacturers need websites that adapt to different screen sizes, anticipate user questions and are easy to navigate. Especially with a growing millennial workforce that is accustomed to conducting business online. By 2018, 1 in every 3 working adults will be a millennial. By the year 2025, they will become 75% of the workforce. Is your digital strategy catching their attention and meeting their needs?
So, what do I need to do to be found online?
Keep Mobile In Mind
Mobile traffic in the industrial space is continuing to increase. In fact, we are seeing anywhere from 20-60% of searches in industrial markets being performed on mobile devices. This includes smartphone and tablets, which are becoming increasingly popular within the workplace, especially for engineers that are on the move within their plant or facility. In fact, 80% of our customers surveyed think it’s important that a website is mobile friendly. So, if your website isn’t mobile friendly, it is time to consider a responsive website.
Provide Engaging Content
Users searching for a manufacturer need to know that the vendor they choose can meet all their needs. Anticipating users’ questions about your capabilities is one of the easiest ways you can educate potential customers looking for your services. In fact, 82% of customers surveyed agree that technical information is important to them and their decision-making process. Testimonials, contact information, as well as video content, case studies, and blog posts are also great ways to showcase your capabilities and help users make informed decisions when reaching out for quotes. Can your business offering, or content disrupt your industry?
Build Your Reputation
There’s a lot of competition out there, and online search has allowed users to find and contact companies they may not have been able to previously. In addition to the content on your website, customers look for additional information about your business, such as reviews on third party websites. Users want a trusted source; that is why 77% of our customers find online reviews important when choosing a vendor.
So, maybe you meet all the above requirements: a responsive website, useful content, online reviews in places like Google My Business, but it all doesn’t add up to much if users can’t find you. This is where having a strong presence on the search results (SEO and Paid Search Marketing) comes in. These digital strategies work hand in hand ensure that your website appears when a user searches for your products or services. In fact, we found that 88% of users surveyed said that they are more likely to click on a website that appears on page 1 of Google more than once. An integrated online approach can be just what you need to help your business succeed online.
Don’t Forget the Customer Experience
Making sure that you provide the same great experience in your offline interactions as you are with your web presence is crucial when attracting potential customers, and keeping current ones. In many industries, customer service is one of the few differentiators between competitors, and based on our findings, it is one of the most important too. 79% of those surveyed agreed that customer service is very important when selecting a new supplier, and you’re not the only one they’re contacting. 59% of those respondents also stated that they typically request quotes from 3-5 vendors for one business purchase. Providing a great customer experience is one of the easiest ways to set your company apart from the competition and maintain a great reputation.