Inbound Marketing Blogfor Manufacturers and Healthcare Companies
4 Lead Generation Quick Win Tactics for Manufacturers
You’re officially sold on the fact that inbound marketing works for manufacturers. You purchased HubSpot, and you’re itching to get started, but where do you start?! There are so many different approaches you can take - from blogging, to lead nurturing, to social media, to creating gated premium offers - it can be overwhelming!
So, where should you start?
There are several lead generation quick win tactics you should focus on:
4 Lead Generation Quick Wins Tactics for Manufacturers
1. Are your only conversion opportunities an RFQ form or Contact Us page?
If you answered yes, then you need to add another conversion opportunity to your website.
- Do you have existing content that you can easily gate?
- Is there sales content that can be repurposed into an offer?
- Can a new Decision stage offer be created?
2. Do you have call-to-actions on highly viewed pages?
If you’re just getting started, you want to make sure you spend a lot of time placing your CTAs in places on your website where they’ll be seen by a potential prospect (and hopefully click on, then convert).
You can use HubSpot or Google Analytics to view your top-performing website pages.
If you’re using HubSpot, click Reports then Page Performance. You’ll see a chart and table view like the one below. You can also add the columns CTA views, CTA clicks, and CTA % to see which pages currently have a HubSpot CTA and if it’s performing.
You can do this by clicking Edit columns then adding the properties from the left side.
3. Is your email list segmented for better engagement?
What is email segmentation?
You may be asking yourself, what is email segmentation? It’s exactly what it sounds like, you break up your email list into smaller segments. These segments can be broken up in a number of different ways:
- Company size
- And more!
Why is segmentation important?
Segmentation allows you to send the right people content that aligns more closely with their interests.
A recent HubSpot study shows that targeting emails to certain buyer personas increases email click-through rates 16%.
4. Are you leveraging your social following?
Remember, website traffic from social media and email marketing are two vehicles that you can control.
Have you ever heard of the 10-4-1 rule?
The 10-4-1 rule is a ratio of what types of social posts to post during a 15-post period.
Let me break it down:
- 10: Every 10 out of 15 posts should be from third-party sources. You probably think this sounds crazy. Don’t worry, you’re not alone. Let’s think about this for a second. ... You know your persona, and you know the type of content they like to read from trade journals, business publications, newsletters, other blogs, etc., so you’re actually doing them a favor by posting all the content they already love on your channel! Plus, your audience will start to see you as a trusted industry adviser.
- 4: Every 4 out of 15 posts should be your blog posts. Blogging is essential to your inbound marketing strategy, so use social to increase traffic to your blog.
- 1: If you’re adhering to the 10-4-1 rule, you actually have a chance to close a deal. The remaining post is your opportunity to let your social following know how you can help them solve their problem with your product or service. Every 1 out of 15 posts should be a link to a landing page.
The 10-4-1 is a great guideline for mixing your message to not only build your audience but grow your engagement.
There are many tactics to use with inbound marketing. If you’re just starting out, there are several lead generation quick win tactics that you can implement:
- Create a conversion opportunity
- Put CTAs on your high-performing website pages
- Segment your email list
- Use the 10-4-1 rule for social posting
Using these tactics will help move your prospect through your sales funnel easier.
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How to Audit your Online Marketing
If you are executing digital marketing, congratulations! You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. But, how do you know if you’re seeing continual success year over year, and improving your metrics?
Without the tools in place to analyze and benchmark your efforts, it is impossible to scale your online marketing and ensure continuous success.