5 Ways Inbound Marketing Can Maximize your Business Growth in 2021

ANUSREE BHATTACHARYA | April 06, 2021
Inbound marketing has become a vital part of the manufacturing industry, especially after the pandemic. Marketers want to get more business, more high-quality leads, increase revenue, and expand it into new markets. A lot of opportunities are arising for manufacturers to embrace its effectiveness—especially online.

Unlike other industries, the manufacturing industry is not safe from the continual pendulum swing of updates, new platform creation, and changing buyer preferences. Manufacturing marketing has its own blend of deliverables and initiatives that can spell the success of your business.

Until now, you must have realized that your traditional marketing tactics are obsolete and would have planned to get the inbound marketing program off the ground.

Now what?

Here comes the critical part—understanding how to implement inbound marketing for your business to generate high revenue. With the help of these five steps, you can stay ahead of your competition.

Before you approach the steps, first you need to:

Identify your Customers’ Pain Points

Understanding what frustrates your buyers gives an insight into how to answer the queries they look for. To determine what queries your buyers may have, you can:
  • Interview your customers: Your customers are your leading source of information. Ask them what solutions they are searching for. What content did they read to solve their solutions? What information, insights, FAQs, or product details can help them? This way, create content that answers all of these questions.
  • Talk to your sales representative: Your sales team is on the front line with your buyers/customers. They very well know what content gaps can be filled. Identify the gaps and work accordingly.

These considerations will help you to stay updated in the competitive landscape of manufacturing marketing.

Now, start your inbound marketing program by following these steps.

Update Website

When planning inbound marketing, your website becomes the center of the universe. It’s where all your marketing efforts, like great content for your prospective buyers come in. After all, this is how you’re going to start ranking on search engines and driving in leads.

Before you get to this part, you’ll need to do a basic audit to ensure your website is in tandem with your targeted audiences’ expectations.

The website interface is the focal point that helps buyers to interact. This will help them to interact with your business. And if their experience is negative, they’ll probably never bother to read further. To avoid such circumstances, here are a few critical web design tips you should know and implement:

A Clean Look

Keep your website simple and embrace spaces to make it more appealing to the eyes. Too many visuals and color combinations will make it hard to find the information they’re searching for. Creating a simple yet appealing website neither costs your pockets nor makes it hard for your audiences to contact you.

Mobile-friendly Design

Tablets and smartphones have overtaken desktop computers. So, creating a mobile-friendly design will ensure your website looks impressive on any screen size. Your audience does not feel lost, and it helps to scroll information from your website.

Move from HTTP to HTTPS

With massive data breaches becoming common in the internet world, your audience will be more concerned with security and privacy than ever. Converting your website from HTTP to HTTPS will protect their information. Also, it will help you get ranked on the Google search engine.

Create Informative Content

Content is the backbone of inbound marketing efforts. It’s how you can build a strong audience base for your business and convert them into leads.

To market your business effectively, you need to provide informative yet relevant content at every stage. Think of creating a blog to inform rather than a sales tool. With this notion, your content will rank and stay on top of the mind throughout your customers’ buyer journey. This means your industry-related content has to be interesting and attract visitors to become your leads.

To understand how your content needs to work, list these funnels of content ideas and try implementing them.

Content Ideas: Top Funnel

Include content in these ways:
  • Blogs
  • eBooks
  • Industry research
  • Social media posts
  • Videos on factory products tour


Content Ideas: Middle Funnel

While the top of the content funnel is the widest, the middle of the funnel is often the deepest. It includes content type such as:
  • Comparison guides
  • Case studies
  • ‘How to’ guides


Content Ideas: Bottom Funnel

The bottom funnel creates chances to close the deal and convert visitors/buyers into leads. This includes content ideas such as:
  • Brochures
  • Product reviews
  • Call to action

So, in the marketing competition landscape, many manufacturers are busy updating their inbound marketing strategies like you. Many others have overhauled their business. While you have a lot on your end, inspire yourself to create that excellent piece of content now!


Invest in Marketing Technologies and Automation

One way to grow your business through inbound marketing is automating your marketing efforts. This way, you can devote more time focusing on the bigger picture. There are tons of tools online to help organize strategies, create content, schedule emails, campaigns and publish to your website. Use them!

Marketing technology usage can help your business to operate faster and more accurately. Here are some automation tools to use:
  • G Suite: Google’s products are becoming just ubiquitous with a bonus—everything is in the cloud today. You can find your work easily and access it from any device. Also, manage all marketing efforts from one place and collaborate globally in no time with clients.
  • Sales and Marketing CRM: Customer Relationship Management (CRM) software, like HubSpot CRM, gives you a quick view of your marketing funnel and sales channel. Not only does it enable transparency all across, but it gives you hours back in the day by starting different events and marketing flows automatically.
  • Email Marketing: Emails are the most effective marketing channels in terms of ROI. Email usage endures growing around 4% year-over-year. And has no signs of slowing down anytime soon. In this case, many emailing tools are available. Like HubSpot is well known for its CRM and inbound marketing software. It boasts exceptional deliverability for emails. With about 2,000 email sends/month, contact lists, a drag-and-drop email builder, and ready-made templates, you can start right away.

These are some examples to decide what's best for your industrial inbound marketing efforts. Get started today!


Keep Tracking your Marketing Efforts

You’re spending your time, energy, efforts, and resources on marketing to grow your business. So, it’s essential to track your marketing initiatives and see if it’s functioning as expected or not.

Here are some crucial aspects with which you can keep track of your marketing program:
  • Get an ROI measuring tool:For measurable goals, you’ll want to select KPIs to measure ROI. Some common ones include the cost per sale, per lead, overall marketing program, and overall customer relationship length. You can also set points for channel performance with campaign-specific KPIs, including email open rate or social media impressions.
  • Google Analytics:This is a free tool. It will help monitor your website's health by tracking site metrics such as page views, visits, and clicks. With this, you can easily set up customized reports to monitor specific metrics of interest for your campaigns.
  • Lastly, get a lead generation tool that tracks who is in-market for your services. How they’re interacting with your online presence and where they are in their solution journey.


Inbound Marketing Case Study: Get Inspired!

If you ask your competitors what their main goals are for their company, the answer would most likely be related to increasing sales and leads. Even if they mentioned other purposes, such as improving website performance and SEO or redesigning a website, the main objective would be to get more traffic. And it will lead to more sales.

For Corrugated Metals, Inc., these were the goals. This manufacturing company deals in roll formation. It manufactures products for the equipment, construction, transportation, and defense industries.

The company used inbound marketing strategies during the pandemic and found success with it, resulting in:
  • Increased quality leads
  • Increased sales revenue
  • More opportunities from the manufacturing industry for long term sales potential
  • Redesigned their website to bring design and UX (user experience) up to date and increase engagement
  • Maintained and increased SEO

Through the implementation of inbound marketing, the company saw a 198% hike in website traffic and an implausible 285% increase in leads. But that wasn’t all. The quality of leads radically improved by 321%.

Since they were able to identify and target long-term sales prospects through persona-based targeting and lead nurturing, they lined up a potential million dollar per year customer. This created a possibility of 20 years of recurring sales.
 


Let’s Recap

In a nutshell, using these inbound marketing tactics can bring high revenues to your business.

To recap:

1) PLAN! Do as much research as you can. Know your industrial customers. Find what’s trending. Analyze what worked, what didn't work, and why. And start with these ways to boost marketing for your business.

2) CREATE! Use the information as the backbone to create a stellar inbound marketing plan. Be patient, and do one project at a time.

3) OPTIMIZE! There are ways to improve. And if you’re testing correctly — no industrial marketing strategy will ever fail.

In a recent 2020 Thomas Industrial Survey, there has been a 12% surge in website usage by manufacturers using inbound marketing campaigns to connect with more buyers and customers since the outbreak of COVID-19. Therefore, adjusting your manufacturing inbound marketing strategies today will perhaps help you win more business down the road.


Frequently Asked Questions


What manufacturers should follow to do inbound marketing?

Manufacturers implementing inbound marketing should follow some crucial aspects before they start. These attract customers—don’t interrupt them, measure all activities, nurture leads, do SEO and social media activities precisely.


What are the four stages manufacturing marketers should know about inbound marketing?

There are a lot of relatable things to do inbound marketing. But along the top four things, manufacturers must know to drive business growth are attract, convert, sell and create leads.


Does inbound marketing for manufacturing works?

Absolutely. Inbound marketing for manufacturers has been fruitful. If you are willing to include it in your business, you will reap its benefits and see your business growing with time. Creating a proper strategy is foremost.

Spotlight

Flashforge Corporation

Flashforge Corporation is one of the first Chinese corporations for 3D printing products research and development. Cooperating with Tsinghua University, Flashforge Corporation develops its own independent R&D center and an advanced R&D laboratory. Covering an area of 10000 ㎡, the affiliated plant is capable of producing 6000 3D printers monthly.

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Scaling, Optimizing & Pivoting with Smart Manufacturing Industry 4.0

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How can I calculate the cost of manufacturing per unit? The overall manufacturing cost per unit is determined by dividing the total production expenses by the total number of units produced for a particular time.

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Article | November 1, 2021

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Benefits of Cloud Computing Fewer technical issues when compared to traditional software use Cost savings because no in-house servers are required Cloud computing enables easy scalability for your developing firm Cloud computing provides centralized control and access from any device How did McDonald's use AWS cloud computing services to transform their customer service? Additive Manufacturing Additive manufacturing enables the fabrication of lighter, more sophisticated designs that would be impossible or prohibitively expensive to fabricate using conventional dies, molds, milling, and machining techniques. Rapid prototyping is another area where additive manufacturing thrives. As a result, it is gaining a grip in the manufacturing business. According to Statista's market research, the additive manufacturing industry is worth approximately 12.6 billion US dollars in 2020 and is predicted to increase at a compound annual growth rate of 17% until 2023. Benefits of Additive Manufacturing Reduces material waste Simplifies manufacturing processes Additive manufacturing enables on-demand production Increases supply chain flexibility The finished product can be made close to the end customer Robotics Robots are used in manufacturing to automate repetitive tasks, resulting in a more efficient assembly line. Humans and robots work together on a variety of things as well during the production of various products. Many jobs are hazardous or necessitate many supplies, which could be harmful to the human workers themselves. So, in such instances, robots play a significant role in executing manufacturing operations. Robotics' increasing application in production is transforming it into a necessary component of industrial processes in the future. According to Mordorintelligence's study, the robots industry was worth USD 27.73 billion in 2020 and is predicted to reach USD 74.1 billion by 2026, growing at a CAGR of 17.45 percent between 2021 and 2026. Benefits of Robotics Increased productivity when compared to traditional manufacturing Consistent speed and quality during goods production Increased workplace safety for all employees at the manufacturing plant Aids in more efficient use of floor space Internet of Things The Internet of Things allows devices to interconnect with one another and exchange data. The IoT connects assets to processes, systems, and people in manufacturing. This enables improved process integration, increased efficiency, and the advancement of manufacturing to the next transformation phase, Industry 4.0. According to Mordorintelligence's market research, the global IoT market is estimated to reach USD 1,386.06 billion in 2026, up from USD 761.4 billion in 2020, a CAGR of 10.53 percent over the forecast period of 2021 to 2026. Benefits of Internet of Things It contributes to increased energy efficiency by identifying and optimizing underperforming devices It monitors all processes and parameters to determine when to replace specific components It improves product quality by analyzing and correcting issues at any stage of the manufacturing process It reduces downtime by detecting and alerting production line personnel to problems It enables more informed decision-making by unlocking Virtual Reality Virtual reality enables plant managers to mimic manufacturing processes and assembly line layouts to discover potentially harmful scenarios. Additionally, virtual reality can immerse an employee in a future workstation and then capture their movement to assess task feasibility and proficiency. As a result, the usage of virtual reality in manufacturing is increasing daily and is widely seen as the industry's future. According to market research firm markets and markets, the worldwide virtual reality industry is estimated to rise by USD 20.9 billion by 2025, expanding at a 27.9 percent compound annual growth rate from 2020 to 2025. Benefits of Virtual Reality Enables a more thorough examination of the product's design Enables the gathering of feedback on future items before they are launched in the real world Final Words In recent years, advanced manufacturing technology has helped the manufacturing industry become more efficient, precise, and goal-oriented. As a result, manufacturers are eager to upgrade their current manufacturing facilities to state-of-the-art facilities. 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Flashforge Corporation is one of the first Chinese corporations for 3D printing products research and development. Cooperating with Tsinghua University, Flashforge Corporation develops its own independent R&D center and an advanced R&D laboratory. Covering an area of 10000 ㎡, the affiliated plant is capable of producing 6000 3D printers monthly.

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