Inbound sales and marketing for manufacturing - the perfect fit?
In this era, we need to re-imagine ourselves as advisors. Nobody wants to be "sold to". We want to inform and educate ourselves first. And we expect to be able to do that. Only then are we ready to engage in a conversation.
We are looking for guidance and information beyond what used to be available online. We need value, real value, the kind of value that helps answer our questions, that informs and educates us in ways that respond to our needs or problems or fears. If you can do that, then you will build trust.
An inbound approach to sales and marketing focuses on creating relevant, high-quality content that pulls people to your company, attracting traffic that you can convert to leads and close to sales over time. So, it's perfect for the longer sales cycles associated with manufacturing. After all, long and complex sales cycles require strong relationships.
With an inbound strategy, you build a baseline to measure future progress more accurately - and specific, measurable and attainable goals. These goals inform the tactics you'll need to achieve these outcomes.
And to create content that will resonate with your prospects, you need buyer personas - representations of your target customers based on interests, fears, aspirations and their lifecycle stage, where they spend time online, and much more.
You need to focus messaging on what's important to them - not on the features and benefits of your products and services. In this way, you will stand out from the eternal sameness of traditional B2B marketing.
Your content needs to respond to a visitor's context: their persona type, where they are in the buyer's journey; where they are in the world, and what device they are using to consume your content. Ultimately, data-driven content placement will enhance a prospect's experience of connecting with you.
With an inbound strategy in place, you can determine the right sales and marketing tactics and the level of application needed to respond to each stage, so your prospect achieves their aims and you reach your goals.
Take a closer look at inbound marketing with our guide to inbound for manufacturing companies, or, if you are ready, dig deeper into the process of developing an inbound strategy for your business with a free inbound marketing strategy review.