Inbound Marketing for Manufacturers Blog

If you're here, you already know landing pages are a core component of capturing leads from your website. You know how to increase conversion rates on your website by offering valuable content (e-book, free consultation, etc.) in exchange for the visitor's contact into.

Now that you've captured your lead's information, what's next? 

You’ve worked with the folks at Customer Y and Customer X for 25 years each, and they still provide a nice chunk of revenue.

Your business has been in the B2B/industrial game for 50-100 years, and the brand is already “well known” (somewhere, at least).

Trade shows and sales visits to the prospect’s facility are what your sales team knows and is good at. (Though that pesky pandemic sure made it hard.)

So, why invest in digital marketing?

What’s the most common cause of failure for a B2B digital marketing campaign? Most often, it’s either poor understanding of how inbound marketing works, or lack of commitment to a plan.

In digital inbound/content marketing, we say, “Work SMARTer, not harder.”

If you’re a B2B (business-to-business) company, then you understand how difficult it can be to produce exciting content about “boring” niche subjects that will reach a wide audience.

Pay-per-click (PPC) advertising is a great, and often very impactful, way to quickly generate website traffic.

However, the PPC model may not be a good fit for every situation.

Whether they’re just starting out with HubSpot tools or dipping their toes in B2B content marketing strategy, many folks use the HubSpot Community forum for advice. 

Talk with any successful digital marketer, and the #1 thing they’ll tell you is the foundation of any lead-generating, sales-converting, customer-delighting strategy is content. 

Since you’re reading a “101” article, we’d guess you’re terrified of writing the metas, H1s, and other SEO website mumbo-jumbo you wish someone else would handle. 

Today's challenges in industrial marketing are a bit baffling to outsiders. Why? There's really no reason they should still be a thing in 2022.

Especially during COVID, most industries became aware of not just the necessity, but also the power of owning a strong brand presence online.