Study: ‘Over 60% of B2B marketers say SEO nets more leads and sales by wide margin’
Typically, website builders are expensive and well-beyond the marketing reach of most manufacturers, a business-to-business (B2B) industry where the bottom-line is paramount and the bulk of resources are assigned to production.
However, B2B lead generation doesn’t rely heavily on traditional marketing or public relations strategies like press releases, events, or ad purchases, and in the manufacturing sector, the target is your contemporary, not the traditional consumer.
Search Engine Optimization (SEO), the technical configuration, content arrangement, and link popularity of a website, has revolutionized the way companies find new customers. The right SEO is now the most eye-catching billboard on a big city freeway, the full-page ad in a plush magazine everyone is reading, the industry thought leader, and the first one in line on Google.
Data compiled by Intergrowth revealed over 60% of B2B marketers said SEO generates more leads than any other marketing initiative, while the leads themselves have a 14.6% closing rate compared to just 1.7% for traditional outbound activities.
Unfortunately, the manufacturing sector is ruled by the bottom line, and often, marketing initiatives are somewhere in line with the cleaning crew. However, the digital marketplace has expanded so much over the last 10 years that even the staunchest relics of the industry are now going online.
SEO: 24-hour sales
“Every manufacturer needs quality marketing, but a lot of manufacturing firms try and cut corners to keep bottom line in place,” Brian Kuney said, a VP at the South Carolina Manufacturing Extension Partnership.
“In terms of marketing dollars, quality SEO is essential, and spending money on cheap templates or having a young friend or family member do the job will not only lead to headaches and a lack of lead generation and subsequent sales; it will eventually sink your bottom line,” he added. “New age marketing requires more than just hanging your logo in places, and unlike billboards or ads, potential customers can’t just drive by and make a purchase decision because you caught them on the right day.”
“If your website is not professionally outfitted with SEO strategies and keywords, potential customers will never even be on your road,” he finished.
A manufacturer’s website with quality SEO standards is not only an online store for your company, products and services, it is a sales professional, working 24 hours a day, 365 days ever year. No time off, no vacation or sick days.