If you’re looking to improve your B2B manufacturing website’s digital marketing ROI and the effectiveness of your paid search and pay-per-click (PPC) campaigns, you need to incorporate landing pages into your strategy. Landing pages allow you to control visitors’ interaction with your site and are a valuable tool in gathering visitor information to convert them to leads.
What’s a Landing Page?
A landing page is where visitors land on your site when they navigate to it from a specific interface, for instance, an ad on Google. More specifically, the term landing page is used to refer to a page that visitors land on where you can capture their information. These pages generally have limited navigation options (to keep visitors from wandering to other areas of your site and failing to provide their information) and offer something in exchange for the visitor filling out the form with their contact information, such as a case study, ebook, or whitepaper, which is called a content offer.
This is one of our landing pages. Note that the page offers visitors a case study in exchange for completing the form. There is also no navigation bar at the top of the page.
Landing pages are a super-effective way for B2B manufacturers to convert visitors to leads because they simplify the process. A landing page presents the visitor with two options: enter their information in exchange for the content offer, or navigate away from the page.
Why Use Landing Pages?
Directing visitors to a landing page, rather than the homepage of your B2B manufacturing website, ensures that they see content which is relevant to them and that they are directed to the content, offers, or calls to action that you want them to see. If visitors are directed simply to the homepage of your site, you risk having them navigate away.
Target your Buyer Personas
A landing page allows you to be extremely specific in your targeting, as well. For each of your different keyword campaigns, you can have different landing pages with content and offers specific to those keywords—a tactic that is much more effective than something general; visitors will be more likely to enter their information (convert) when presented with a highly relevant offer.
Track your B2B Manufacturing Website Analytics
Additionally, you can track the traffic and conversion rates of these landing pages to determine the effectiveness of the campaign and the content of the landing page itself. You’ll be able to track how many people navigate to the landing page from your ad, and what percentage of those visitors convert. With that information, you can adjust your campaign, landing page content, or content offer accordingly.
If you’re running ad campaigns but directing visitors to your B2B manufacturing website’s contact or homepage, you’re missing out on a ton of leads. A simple landing page that provides your visitors with value, a content offer, in exchange for their contact information will incentivize them to convert and will allow you to better calculate the effectiveness of your efforts and marketing ROI, in addition to increasing that ROI.
If you’re interested in incorporating landing pages and PPC and social media advertising into your digital strategy, we should talk. For firsthand experience on how we use landing pages to generate leads for our B2B manufacturing clients, be sure to check out the free case study below:
Repeat customers are the best customers. When it can take weeks or months to develop a relationship with a new customer and win their business, it follows that maintaining that good relationship is a lot easier than building a new one, for you and the customer. So what does it take to keep home services clients coming back?
Do Good Work
This isn’t exactly marketing-related, or a secret, but the best way to get repeat customers is to do a great job. If people are happy with the quality of the service they’ve received, when they need that service repeated, they’ll want to call you.
Even though you know that you and your employees do good work, you can ensure that customers are satisfied with a quick follow up message to thank them for their business and to get feedback. If a customer is unsatisfied for whatever reason, you can address it right away and leave them with a good feeling about your customer service.
Ever get postcards or emails from your dentist saying that it’s time for a checkup? Chances are that you have and that it probably even prompted you to make an appointment. Many home services could benefit from a similar approach, especially with the seasonality of most home services work. If you’re a roofing company, send out a reminder every fall for gutter cleaning or pre-winter roof inspection.
Provide Expert Info
Trust is crucial to retaining customers and developing repeat business, and one of the ways you can do this is by providing relevant, expert information on topics related to your services. You should regularly share and publish content that pertains to your services, so if you’re a roofer, content on roofs and roofing: how to winterize your roof, how often to replace shingles, what are the best roofing materials, how often to clean the gutters, etc. Your customers will appreciate that you share your knowledge and will come to trust your expertise.
If you want customers to come to you the next time they’re in need of the services you offer, give them an incentive, whether a coupon for a discount on future services or a gift card to a local restaurant when they book a repeat service. These incentives will help your clients feel like they’re getting a good deal and that their business is appreciated.
You can use digital content such as blogs, digital newsletters, and email mailing lists to enact these strategies and create repeat and lifetime customers. Want to know how? We can help.
Everyone is using email, so it’s a great way to reach out to customers and potential customers. But if you’re doing it wrong—and a lot of companies are—your email marketing efforts can be at best ineffective and at worst harmful. Here are a few tips to help you avoid email marketing pitfalls and ensure your email campaigns aren’t in vain:
Don’t Overwhelm your Customers
Everyone with an email address has gotten annoyed with a company that sends them too much email. If you’re bombarding your clients and leads with email everyday, chances are they’ll notice you, and not in a good way. Send too many, and your recipients will be looking for the unsubscribe button.
Also, don’t spam people. We shouldn’t have to say this, but don’t. You don’t like it, and your leads won’t like it either.
Send the Right Content at the Right Time
Your content must not only be relevant, it should also be timely. If there is seasonality in your industry, ensure that the content you’re sending right now aligns with those trends. Additionally, your content must be timely in terms of the lead’s point in the buyer’s journey. Leads who are further along in the journey and are nearly ready to purchase won’t respond as well to content explaining what your product does—they already know—as would a lead who is just discovering their need for a solution your product provides.
Intuitively Segment your Leads
Another way to turn off potential clients is to send them an irrelevant email. To make sure you’re sending the right content to the right leads, double-check that you’re segmenting your leads properly. Separate your marketing qualified leads (MQLs)—leads with demonstrated interest in your product or service, but who aren’t ready to make a purchase—from your sales qualified leads (SQLs)—leads who are further along in the buyer’s journey and are closer to purchasing.
You’ll probably also want to segment your leads based upon their company size, job title/responsibilities/authority, and pain points; if you’ve created buyer personas, you can use those to segment your leads. Luckily, in email marketing programs like MailChimp and others, it’s easy to segment your leads—so there’s really no excuse not to!
Dumping all of your contacts into your mailing list is not going to be effective. If they aren’t leads or customers, you don’t need to send them email—it’s not going to generate sales, and like we mentioned earlier, it’s just going to annoy people. Plus, it’s going to throw off your numbers: it will be harder to get an accurate picture of your open and click-through rates and the overall effectiveness of your email campaigns.
If you’re interested in implementing techniques for effective email marketing or adding email marketing to your marketing strategy, let’s start that conversation.
For more information on how Evenbound has helped B2B manufacturers draw in qualified leads and massively increase sales, check out the case study below:
If you’re a home services provider, your services are what’s important, and visitors to your site will want to know exactly what you do and how you do it. What’s more, service pages dedicated to relevant keywords help you rank well on organic Google search results. That’s why it’s so important to write engaging service pages for your website. But how do you write service pages that will get customers’ attention?
An effective service page does four things: defines the service, demonstrates the value of the service, explains your process, and explains how your company is unique in how that service is provided. In order to do those four things, you need to know who you’re writing to and how the service will benefit this person. If you own a landscaping company and one of your services is lawn mowing, one of your audiences may be working homeowners. Your service can benefit them by ensuring that their lawn is cut every week and looks great, but another benefit is that it saves them time.
How Do You Stand Out From the Crowd?
When it comes to how your service differs from that of the competition, thinking about your audience is crucial. If we continue with the mowing example, maybe you differ from the competition because you allow clients to choose the date and time their lawn is mowed, which provides them with the benefit of scheduling for a time when they’re at work, so that you’re not in each others’ way, and they’re not being awoken early by mowers on a weekend (it’s the worst).
Explain What your Service Is, and How You Do It
Defining the service and your process is also crucial. While lawn mowing might seem self-explanatory, there are still some things people will need to know about how you do it. Do you use riding mowers or push mowers? Are they zero-turn mowers? Is weed-whacking included? How often will you mow? If it storms during a regular mow time, how will the mow be rescheduled? All of these questions are things your service page can address. If your clients can get the answers to their questions on your site, that’s less fielding questions and answering the phone for you, and the more confidence your clients will have in your services.
Once you’ve considered all of these things, you’ll have compelling content for your service pages, content that will answer your potential customers’ questions and inspire them to pick up the phone and give you a call. Not only that, well-written service pages will help your site’s SEO, which will help you get found by other potential clients.
If your B2B has a website or social media accounts (or both), you know how frustrating it can be when your number of views, likes, shares, and comments is low. You’ve probably tried a lot of things, but it’s clear that you’re not seeing the results you want. It’s not easy to increase engagement, especially as a B2B, when your products and services lack mass consumer appeal. Nevertheless, there are still a few more things you can do to increase engagement with your B2B social media and website.
We love LinkedIn. We talk about LinkedIn all the time on this blog. Why? Because it’s the most effective social network for B2Bs. If you want audience engagement, LinkedIn is the place to get it because that’s where your audience is; after all, your product or service is targeted toward the needs of a specific business need or industry. With LinkedIn, you can reach potential leads in a variety of ways: sharing relevant industry news and content, creating and sharing your original content (through LinkedIn’s publishing platform or by sharing your blog content), engaging with the pages of leads, and targeting leads through LinkedIn ads.
We weren’t kidding about loving LinkedIn. To use your LinkedIn presence as effectively as possible, check out our other posts on LinkedIn for B2Bs:
People love to talk, whether in person or online. So, to increase engagement with your site or social media, you need to get people talking. Okay, you might say, about what? My product isn’t flashy or exciting. No matter how unsexy or mundane your product may be, you can still create content that engages your audience. How? By creating content that is relevant to your customers’ needs.
If your company manufacturers a metal component that goes inside of small appliances, rather than focusing on the product, focus on your customers’ needs relating to your product. Maybe they need to know how to find the best supplier of metal components—you can provide them with that information, which is relevant and interesting to them, which in turn will encourage them to engage with your site or social media account and possibly even become a lead. Don’t just create content, post it to your blog, and expect to get a ton of views, though. Make sure you’re sharing your content on social media (hint, hint, LinkedIn) so that people can see it and engage with it.
Engage with Other Industry Leaders
Cultivating an effective digital presence is about more than just producing and sharing content. Another way to increase engagement is to engage with others. When people comment on the blog posts or articles that you share, respond to their comments. When someone in your industry posts interesting content, like it, share it or comment on it. If your ideal client is shares industry news, engaging with their post is a good way to start a conversation with them. It’s also a good way to enhance your reputation as an informed, engaged member of your industry.
We know that it’s not easy to increase website and social media engagement as a B2B, but getting people talking on the right platforms can really make a difference. Are you interested in increasing engagement with your B2B website and social media profiles? Evenbound can help you enhance your digital marketing strategy and increase engagement from leads and future clients.Contact us online to start the conversation.
For more information about how Evenbound can increase social media engagement and digital leads for B2Bs, be sure to check out the case study below: