Since 70% of the links users click on are organic, it’s a good idea for organizations to invest in content marketing and website optimization.
Learning how to increase website leads for manufacturers can be a challenge, however.
Creating content in the B2B space is often more technical than B2C and it’s a result of the management team needing to justify expensive purchases.
In order to maximize your marketing budget in the B2B manufacturing space, you need to understand how your target market is behaving online.
For instance, how does your B2B buyer or buying team search for your product or service? What terms or keywords are they using to find your products or your competitors?
When deciding on how to spend your marketing budget, be aware that inbound leads cost 61% less than outbound leads.
The following are recommended steps to take when considering a content marketing strategy:
Understanding the keyword volume of the products or services you offer helps determine which key phrases you’ll want to rank for in order to reach a desired ROI. By using the Google Keyword Planner, or tools like SpyFu, you can project organic search traffic based on improved rankings.
The below image displays how many people are searching the terms “pad printing,” silicone sheeting,” “silicone molding,” “contract printing” and others.
Google is projecting that 1,600 people are searching for “pad printing” each month! That’s almost 20,000 searches a year for this one term.
If you’re a manufacturer, you’ll want to dig deeper into this keyword set and create content revolving around this and other long tail keywords that are associated with the keyword.
If you rank on the first page of SERP’s for a multitude of related keywords, you’ll position yourself to attract the right type of visitors to your site.
By reviewing your competitors’ content, you’ll help create a better roadmap for your marketing team. If your competition is publishing helpful content daily and has engaging social profiles, for instance, you’ll want your team to be aware of their efforts and create a strategy to compete.
Using a tool like Open Site Explorer can allow your writing team to understand the audience that is receptive to your competition’s content. This tool allows you to view the links that point to your competition and can help you attract links from those same sources.
If you’re a competitor of Evco Plastics, for example, you’d want to explore their link history and see who is linking to them, as well as which pages get linked to the most. If you discovered a large percentage of links pointing to their company “news” page, then you may consider creating a similar content strategy that will attract links and boost your own search results.
Although many organizations still haven’t developed a social presence due to a lack of understanding or resources, it’s important to understand the various benefits of social media.
The following are some of the social factors that can help your company website rank better in search results.
- Number of people that like your brand on Facebook
- Number of Facebook shares
- Number of Twitter followers
- Number of tweets mentioning your brand name or including a link to your website
- Number of people that “have you in their circles” (Google+)