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The Dos And Don’ts Of Manufacturing Lead Generation

The manufacturing industry is focused on lead generation, finding and converting interested consumers to paying customers. It’s an organizational goal for 71 percent of manufacturing content marketers, according to one study. But for many, it is still just a goal, not a reality. Why is this, and how can your manufacturing business do things differently?

Marketing for manufacturers can be difficult. Manufacturing leads are people who know a lot about the industry and how it works, so information has to be highly specific and accurate, on top of being compelling. There is also a lot of supply in the manufacturing world, with less demand, which means your company has to be on top of lead generation to stay competitive. The more leads you can generate, and the more you can convert them into paying customers, the more clients you will have and the more revenue you will generate.

manufacturing lead generationAvoiding Don’ts In Finding And Following Manufacturing Leads

We have worked with a lot of clients and have learned what approaches do and do not work for generating manufacturing leads and following up on those leads to convert them. If you avoid the common pitfalls outlined below, you will be in a much better position to make the most of your internet presence.

DON’T forget to use analytics to monitor your lead conversion rate. One study says 45 percent of manufacturers are not sure what percentage of leads are converted on their website, which means almost half of the industry’s businesses are operating without crucial knowledge.

DON’T settle for any lead. A low-quality lead is not going to get you much further than no leads at all. The right kind of manufacturing lead generation should result in qualified leads, which are more likely to result in a sale or other desired action. Unqualified leads typically waste your salespeople’s time, as do working with leads that don’t have the budget for your company, can’t make buying decisions, are outside of the location you serve, and similar issues.

DON’T think that one lead generation method will work for everyone. Especially when it comes to manufacturing lead generation, a one-size-fits-all approach is too simplistic for your sales funnel. Vary calls-to-action for different groups of potential customers, from those who are landing on your site for the first time and know nothing about what you do, to those who are about to decide on a sale.

DON’T focus on buying leads. The best, most qualified leads are those that come about organically. Think about it — if you cold-call or cold-mail random people from a purchased list, you have no idea if they are even interested in manufacturing. Yet, you have spent the money to buy the leads, and the time and resources to connect with them. They may even be annoyed by the cold connection and write off interest in your company completely.

You could have taken all of that and funneled it toward real leads that you can nurture. When people can opt into learning more about your business and what you do in the manufacturing world, and you can offer them some value for their time, they are far more likely to stick around.

DON’T make manufacturing lead generation all about your business. Yes, you want to let people know what you can do and differentiate yourself from the competition. But you need to do this in a way that focuses on your leads and how you can meet their needs. Keep your attention on the end-user and what your company can do for them, rather than spinning your messaging to give your business accolades (even if they are well deserved!).

DON’T be annoying. Even if you have followed our advice and traded paid lead generation for an organic approach, you still need to consider how your ideal prospects would react to your messaging, especially its frequency. If you are always emailing your leads, even if they have signed up to be contacted, you are running the risk of frustrating them to the point that they are not willing to read your message.

Metrics can help you find a good frequency rate for your outreach. If, for example, you find that your unsubscribe figures are increasing, it’s a sign that your emails are too frequent or not relevant. Either way, those stats show you that you have some work to do to get back to nurturing your manufacturing leads.

DON’T go overboard on calls to action. Much like our previous point, too many calls to action can be overkill. One goal of manufacturing lead generation should be to keep things simple, clear, and easy to understand. Stick with one call to action that reinforces exactly what you want your prospective customer to do with the information you have provided.

The Dos of Manufacturing Lead Generation

Now that you have a good idea of what common errors you should watch out for and avoid, it is time to move on to what you can and should do to stay competitive in the manufacturing sector.

DO move into manufacturing lead generation with a plan. You need to consider and outline which channels you will use for lead generation, how you will approach each channel in terms of messaging, and how you will track your results. With a manufacturing marketing plan in place you will be organized and able to use your resources more wisely.

DO spend some time thinking about your ideal customer(s). Creating customer personas helps your marketing team drill down into what is most likely to make each lead convert into a new client. This means outlining who they are, their concerns, goals, and pain points, and what is important to them. Then, you can add in what your company offers to address all of these areas. When you market this way, your manufacturing leads will be of a higher quality, because you will be targeting real people with a real interest in your business.

DO think about search engine optimization. A large part of manufacturing lead generation is ensuring that people can find you when they are looking for your products or services. SEO gets that done. A lot of SEO comes from researching and using the right keywords on your site, but there are many other factors to using search engine optimization for manufacturing lead generation.

For example, you could consider:

  • Content marketing with a blog, which is also a great way to have your information shared across social media.
  • Ensuring your business is listed in local directories including Google My Business. This is especially important in the manufacturing industry, where customers still use directories and often want to work with businesses that are geographically close.
  • Investing in a new, modern web design that optimizes your site for SEO.

DO follow up on leads right away. If people click a call to action, you need to use that information to reach out to them and, ideally, speak in a personal way. Stick to phone calls and genuine emails rather than a form response, so you can find out what they are looking for and how your business can help. If you don’t follow up, they will find someone else who will.

DO test your lead generation methods. If a particular campaign or approach does not seem to be working — which you would know through using your metrics — you need to analyze what happened and where things went wrong. Often in lead generation circles, you will hear about A/B testing, which means creating two different generation methods, such as a landing page or call to action, and comparing how each worked to attract and convert manufacturing leads.

DO be patient, especially if manufacturing lead generation is a new strategy for your business. Sometimes it takes a while for lead generation to take off. This is especially so when focused on organic, high-quality leads. This another reason metrics are so important. They can show you upward growth faster than you might realize on your own. And, if that growth never seems to materialize, you can analyze the information available to you for concrete answers.

DO get help if you need it. Not every business has the personnel, skills, or resources for intensive manufacturing lead generation, but every business does need to put some effort into lead generation or risk going stagnant. Outsourcing your lead generation, SEO, web design, and other digital marketing efforts to a skilled partner is not admitting defeat. Rather, it is handing over those specific reins so you can focus on core operations.

Jump Start Your Manufacturing Lead Generation

No matter where you are in your lead generation journey, we are here to help you get further with high-quality manufacturing leads. Our digital marketing services are extensive, including web design and development, search engine optimization, branding and graphic design, and creating content and messaging. With all of these services together, we are certain we can work with you to improve your manufacturing lead generation so that you can focus on manufacturing operations.

Get in touch with us using online messaging to let us know more about your business and how we can help. You can also call us at 973-317-8765 or email

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