10 Inbound Strategies for Your 2014 Manufacturing Marketing Budget

manufacturing-marketing-ideasOutbound marketing was good while it lasted, but with inbound marketing customers have the ability to find you. Organizations spend a large amount of their annual marketing budget on outbound marketing, missing out on valuable leads and customer engagement that inbound marketing can achieve. Inbound marketing uses a variety of paid and natural search- engine marketing efforts to be successful.

For someone in charge of spending a company’s marketing budget it is logical to pay for the most budget-friendly, effective solution available. Paying to have your company or your brand presented to the correct audience is also important. The new year is knocking at your door; open it with these 10 ways to use your manufacturing marketing budget effectively and engage with your audience.

1.) Blog Post

The term “thought leadership” has been used quite a bit lately, but it’s a vital characteristic. If you are an expert in your field, blog about it. Show your audience what you have accomplished and share your advice freely. Doing this will help you become an established industry leader.

2.) eBooks

If a single blog post doesn’t give you the ability to thoroughly express your concept, an eBook is a great option. Once an audience member expresses their need to download your eBook, they will take this valuable information with them and reference back to it when needed. It’s a win/win situation; you receive an interested lead they receive quality content.

3.) Infographics

Infographics are one of the most shared content formats. They allow you to show facts, percentages, statistics and data all rolled up into a visually appealing graphic. What’s not to love about information combined with text and images, designed to show complex data that tells a story.

4.) Case Studies

Case studies are a great way to show your company’s performance and allow potential customers to see processes you have taken to solve the challenges of other customers. If you want to focus on flexibility and customization for clients, show the steps taken and the results that followed.

5.) White Papers

White papers offer a powerful way of sharing industry information, strategies and research. Whitepapers are more text heavy than an eBook and relate to industry insiders rather than the general consumer.

6.) Video

You want to keep visitors on your site for as long as possible and provide the right content for them. Videos are a great to engage users. Videos should be fairly short and provide the user with the content they are seeking in order for them to learn more about your brand.

7.) Social Media

Social media is a useful tool to increase brand awareness. Your customers are online researching you; constructing a social media strategy based on where your target audience is most active is a great place to start. Check out these 7 ways manufacturers can make the most of Linkedin.

8.) PPC Advertising

Pay per click (PPC) advertising is a great way to drive very specific targeted traffic to your website.  With PPC you will know exactly how much money you are spending which allows you to judge the effectiveness of the overall PPC campaign.

9.) Landing Pages

Landing pages should be created to satisfy a specific need visitors are searching for. Once a customer has landed on a specific landing page, having a call to action (CTA) strategy is vital. What do you want that visitor to do once they have reached the landing page?

10.) Marketing Automation

Marketing automation allows you to nurture quality leads through highly targeted, personalized messages that meet their specific purchasing needs.  The ultimate goal with marketing is to generate more revenue. In order to achieve this, traffic needs to be driven to your website. Converting that traffic into leads is the next step, followed by turning those leads into customers. Marketing automation can greatly improve the conversion and closure steps of this process.

Even though all 10 of the above options may not be in your 2014 marketing budget, they should be considered when your company creates an annual marketing plan. The strategies should be customized to meet your company’s goals for each new year.


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About Matt Leininger

Matt Leininger is a Senior Account Executive at Fathom. Matt holds a bachelor’s degree in Visual Communication Technology from Bowling Green State University and a master’s degree in Integrated Marketing Communications from Eastern Michigan University. His diverse background in digital marketing sets the stage for strategic thinking in the manufacturing space. Outside of the work environment Matt is a family man raising his son and two bulldogs with his beautiful wife.

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