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How B2B Digital Marketing Strategies Can Create More Leads for Manufacturing Companies

Tags: Inound Marketing, B2B Marketing, Sales Strategies, B2B Sales, Manufacturing

Before working on your digital marketing strategies and creating more leads for your manufacturing company, you should examine your marketing funnel to make sure it’s optimised. When your landing pages and your contact forms have been optimised, you’ll be able to avoid the ‘leaky bucket’ syndrome, which consists of trying to pour more water (web traffic) into your leaky bucket (your marketing funnel) to keep it full. Once you’ve optimised your forms and your landing pages so that you’re not leaving traffic behind, it will be time to turn your attention to generating more leads.

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Best lead generation strategies

  1. Content Marketing
  2. Social Media
  3. Inbound Marketing
According to whom you read and choose to believe, the best lead generation strategies might be either SEO, email marketing, content marketing, or social media. Although each of these have statistical backing, the question as to which is best is something of a moot point, and what is more to the point actually has a lot more to do with how you implement each of these strategies. For instance, you might be able to use Twitter to spam potential leads and paint a negative picture of a particular brand – or you might use it to close a $500,000 deal with a B2B company.

It should be borne in mind that a strategy which works well for one company might have minimal impact for another, depending on the nature of their businesses. Each channel will have its own particular strengths, and those which appeal to your specific target audience may be the most appropriate for your business. Through the vehicle of examining several case studies, we will attempt to answer the question of which B2B marketing strategies work best to create more leads for your company.

Content marketing by Crowe Horwath

Crowe Horwath is a public accounting firm, and it recently initiated a campaign to increase its brand recognition through content marketing. Altogether, the company produced 48 relevant infographics, a number of video productions, Q&A presentations, and blog posts, all of which aimed at establishing itself as an authority in the public accounting arena. Ultimately, the firm generated $250,000 in revenue, entirely attributable to its content marketing efforts.

Social media marketing by Maersk Line

Maersk has a major presence on the social media, and makes use of all of them to increase its brand recognition and create greater engagement with its followers. The company recently embarked on a social media campaign where it sought to gain additional insights into its market, to get closer to its customers, and to increase employee satisfaction.

In order to accomplish all this, Maersk made a concerted effort to post stories about its internal operations, hoping to humanize the company and to create greater engagement with followers. These efforts increased its Facebook following by 700,000 users, and increased usage of 12 different social media platforms. Marketers posted stories, blogs, and even photo contests that generated tremendous interest across several platforms. The reason Maersk was so successful in its campaigns was the fact that it did not use the social media as a means of increasing sales, but as a way to increase engagement with followers, and in this it was enormously successful.

Inbound Marketing by Optum

Optum is a healthcare technology company which is valued at $37 billion, and in its most recent marketing campaign, it generated $52 million worth of new business – from a $1 million investment in marketing. Any business person can tell you that this is an astounding return on investment, and one which any company would gladly accept for a result of any marketing effort.

How did Optum do it? That million-dollar investment incorporated a blend of display ads, campaign websites, email marketing, and content marketing. The lesson to be learned from this tremendous success is that perhaps the very best marketing strategy for any B2B company is to experiment with various strategies, and to combine them in creative ways to advance the overall strategy. The best way to find out what works and what doesn’t is by experimenting freely, and when you learn more about what works best, you’ll be able to generate more leads and enjoy a much higher return on your investment. Just ask Optum.

The best lead generation strategy is to combine elements from all marketing channels into a cohesive whole. Inbound marketing is one of the best complete strategies that can help you generate more leads. Contact Fit 4 Market today to discuss the benefits of digital marketing when it comes to Lead Generation.

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