Your website costs your manufacturing business money but is it making you sales? If you aren’t sure, you may want to consider digital advertising as a way to boost leads.
Why Does My Manufacturing Business Need Digital Advertising?
Your website is your digital storefront. For many potential clients, it’s the first impression they have of your business. What message do you want to convey?
You want business leaders to know, trust, and ultimately buy your product. Your website should give ample opportunity to contact you via phone, email, or a contact form.
How can you ensure that potential customers can find your website? You need to appear in organic search results, as well as in digital advertising using Google’s network.
All of this is the purview of digital advertising. If you are not getting all of this done, you are missing out on potential sales opportunities.
How Does the Buyer’s Journey Work?
Digital Buyer’s Journey works in the exact same way as advertising in any other medium. You want to nurture potential leads through the buying journey of engaging, educating, and motivating them to buy your products and services.
As with any marketing strategy, you are ultimately working leads through a buyer’s journey, also referred to as a funnel. The marketing funnel takes a prospect through the stages of learning about your product to the final point of a purchasing decision.
- Top of Funnel – People at this point are not sure what they are looking for. They have a problem but do not know what solutions exist. This is a good group to target with blog content.
- Middle of Funnel – This group of people probably know the industry that their solution is in. They may still need to be convinced that your products and services are the right solution for them. Target this group with eBooks, case studies, and white papers behind an email submission form.
- Bottom of Funnel – The people at the bottom of the funnel know exactly what solution they need, your job at this point is to convince them that your brand is the ideal option. Target with service pages, case studies, and how you may be able to solve their problems.
How do SEO Strategies Work?
It is much easier to talk about SEO than it is to do it. Ultimately, you need strategies that help you find leads at certain stages in the buyer’s journey, while you are nurturing them along the process.
Search Engine Optimization
The purpose of search engine optimization (SEO) is to get as many of your pages as possible to show up in the top results of a search engine, organically.
The most basic approach to SEO is keyword research. Find a keyword research tool and try testing different terms that your customers are searching for. You will want a keyword that is high volume but low difficulty.
You may also be given related keywords by the keyword research tool. Search engines expect certain words to appear on certain topics. Make sure you have them.
Search the keyword to see what kind of content you should be writing. From here, you will want to write your content using the keywords you found.
How does Social Media Advertising Work?
Ranking in search engines is important, but it leaves a lot up to chance. To really build your audience, you’ll have to go out on the internet and find clients.
One way to help increase leads is to promote social posts. With a social media advertising strategy, you must construct a buyer persona that you want to target and boost posts and run paid ads to those target markets.
You will need to think about what motivates them, what interests them, and what worries them. Use this to tailor your audience when you promote your posts.
Google display ads show up on sites outside of the standard timeline/newsfeed. Banner advertising uses simple messaging and compelling graphics to lead prospects to a particular page on your website.
Display ads typically have some sort of offer and are usually geared towards middle to bottom of the funnel leads. Because of this, you will want to have developed them early in the funnel. This is where retargeting comes in.
Retargeting is the process of installing a cookie into your prospect’s browser after they visit your website that then serves them ads based on the content that they interacted with. This tailored digital advertising strategy allows you to nurture leads along the buyer journey.
Hire an Agency to Handle Digital Advertising
To be executed successfully, digital advertising requires a team of writers, researchers, designers, and developers – outside the scope of manufacturing. Outsourcing to a digital marketing agency is the best way to get the most out of your website.
About Millennium Agency
Millennium Agency is a national, award-winning boutique branding, messaging, and strategy marketing firm for the B2B technology and manufacturing sectors. A top-led women-owned business, we take your brand and vision seriously and build a strategy that helps drive brand success. Our expert team unites creative branding, storytelling, and data analytics to accelerate your business growth. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business.