Britain has just been acknowledged as the ninth largest industrial nation with manufacturing a major contributor to growth in the UK economy. However, in a post-Brexit world, the experts are all encouraging manufacturers to look for opportunities to extend their growth potential beyond our own borders.
But how can this be achieved? MAS Barometers consistently highlighted that effective marketing was seen as a key challenge to growth by manufacturers. Not surprising really when those same Barometers also reported that investment in promotion was not seen as a priority. In fact many manufacturers just slap up a carbon copy of their competitor's site and think that will be sufficient to persuade potential customers to commit to an RFQ.
In days gone by, manufacturing and engineering companies would rely on trade shows, repeat customers, word of mouth referrals and cold calling. But, in the 21st century, the modern manufacturing marketer must also use the world wide web to reach potential purchasers from across the world.
Like all modern day consumers, specialist manufacturing buyers are using the Google and social media to both research the available solutions and compare the different suppliers. And to reach them, manufacturers need to use Inbound Marketing, a new form of digital promotion especially designed to inform and educate rather than pitch and sell.
Here's how it works.
To attract these very specific potential customers to your website, it needs to be optimised for the words and phrases they are searching for. Find out more about SEO for manufacturers here.
Your website also needs to differentiate your business in a crowded market place. What makes you so special that these visitors from both the UK and further afield should want to work with you?
This is something we have had a lot of success with for manufacturing businesses like yours. Here's what one of our clients had to say:
"We have just finished installation and commissioning of our first tilt rotary furnaces in Mexico. It's a new market for us and the enquiry came - you guessed it - through the website. Thank you"
Ramona, Melting Solutions Ltd
Most sales for your products will come as a result of a Request For Quotation. But, with specialist or highly priced products, reaching this stage can involve a lot of research and supplier comparison. Your website's job is to make it easier for them to pick you over your competitor. And that's where Inbound Marketing comes in. By giving them what they need to know, you get leads that are qualified and ready for your sales team to contact.
A successful website will generate:
However, many manufacturers have told us that they've invested a lot of money in their website but are frustrated that it doesn't generate more sales. With this in mind, no wonder the MAS Barometers revealed that further expenditure was not a priority. Are you one of those business owners or sales directors?
Do you want to know more about how Inbound Marketing can help your company to attract more RFQs? Download our free ebook by clicking the link below to learn more. Or give us a call on 01702 476517.