How to Increase Website Leads for Manufacturers

SEO lading to a good lead funnelSince 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:
Keyword Volume
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.
Google Keyword Planner Tool
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.

OpenSiteExplorer Link Finder

Social Signals 

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+)
Creating relationships within social networks will give your viewership access to your informative site content. People will then be able to follow your brand and discover new content each time you share it on your social profile page. This will also help build links as more people learn about you and share your content.

SEO Ranking Factors

Capturing Leads
Once visitors reach your B2B site, what action do you want them to take? Do you want them to sign up for your monthly newsletter or fill out a form?  Do you want them to download a whitepaper or call your sales team (according to Software Advice, calling a buyer within 5 seconds of converting increases our chance of qualifying that buyer by 150 percent)?
Capturing leads is a crucial step for any organization and there should be a set of clear objectives when setting this goal. Each organization may have different objectives but it’s important to set goals and track progress. The ability to create goals in Google Analytics and monitor results monthly is a great way to score your online marketing efforts.
The below chart displays the results of the various goals across a particular website. Weekly and monthly meetings with your web marketing team can help you determine which pages of you site are performing well or poorly.

Google Analytics

Investing in a company website is vital for company growth and should be a top priority for all marketing directors. Content marketing, social media, video, and SEO can all improve your bottom line when implemented properly and within the guidelines of your brand.
Turning site visitors into customers is crucial to a marketing campaign and content marketing (with a clear keyword objectives) can be a catalyst for increasing web traffic to attain conversion goals.  Specifically, a well planned content calendar with articles, white papers, or blog posts answering questions within your industry can create trust and build relationships with decision makers.  Giving readers the ability to sign up for a weekly newsletter or RSS feed can also make it easy for them to return to your content, and adding submission forms at the end of a blog posts can lead to easier conversions.
Whatever strategy you choose to pursue, be certain you understand your buyers and the companies you wish to attract. Your keyword analysis will enable your writing team to produce content that will build important relationships.