Website Design Best Practices For Manufacturers

Website Design Best Practices For Manufacturers

Website Design Best Practices For Manufacturers

Pretty is as Pretty Does: Great Website Design is More Than Just Beautiful

It sounds like an old line (and it might be) but it’s true. A beautiful website might impress all who gaze upon it, but it’s not bringing you new visitors or leads to look at your manufacturing company’s website. 

We’ve written a lot about why you shouldn’t just waste money on another website redesign, and about what makes a great website, but today, we want to talk about a few website design best practices for manufacturers. 

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These best practices focus on what makes for great design, but also, what design elements can make your manufacturing website work for you by drawing in qualified traffic and converting leads. 

If you’re a manufacturer planning a new website or a website redesign, here are a few best practices and key website elements to make sure are included in your new site:

Search Engine Optimization (SEO)

We have written magnum opuses on website SEO for manufacturers, and so have a million other digital marketing experts (see here and Moz, for a complete beginner’s guide to SEO), so we won’t belabor this point. 

We will say that if you want your website to generate leads, you need to implement SEO tactics. Search engine optimization is absolutely necessary if you want to rank well, rank ahead of your competition, or generate digital leads. A couple of web design best practices to keep in mind regarding SEO include:

  • Pick Keywords and Key Topics – Figure out what you want to rank for (we suggest keywords relevant to your company that have a high search volume and low competition) and make sure your website is built out to match those keywords and topics. 
  • Check on Site SpeedIf your site isn’t speedy, people will ditch. Use Google’s PageSpeed Tool to see how you’re doing, and to get recommendations on how you can improve. 
  • Eliminate Duplicate ContentThis is a tough one for manufacturers because you tend to have technical content, manufacturer descriptions, and product guides that a ton of people copy and use. Do what you can to make sure that the content on your site is original, and you’ll see better performance. 
  • Pay Attention to Meta Data – Title tags, meta descriptions, image alt text, and other little technical updates can go a long way to improve your search engine performance. If you don’t know what these are, check out this guide to SEO Meta Tags, and get to work!

 

We’re not spending a ton of time here because there’s a lot of info out there about SEO, and also because it’s not strictly a website design best practice. That said, if you want to see eyeballs on your site, it’s worth it to invest in some quality SEO updates. 

Intelligent Design From Your Logo to Landing Pages

What do I mean by intelligent design? 

I mean solid, clear branding, and a design that funnels visitors through the buyer’s journey. 

Wait, design does that?

Yep. We’ve talked about it before in our blog about website design elements that boost conversions

A quality design and intuitive color palette works to draw your customers’ eyes where you want them.

It also solidifies your brand in the mind of your leads — an important characteristic for manufacturers, where you’re typically competing with just a few key brands. If your is the most recognizable, buyers are likely to keep you in mind when they’re ready to make a purchasing decision.

A few intelligent website design best practices to keep in mind include:  

  • Keep your branding consistent. Your logo should always look the same. Use the same color palette, font, and general design guidelines across every platform. 
  • White space is your friend. It’s easy for manufacturing websites to become overrun with text and highly technical content. It’s okay to have a decent amount of content but use white space to break it up. Letting your website breathe will go a long way to make visitors feel more comfortable, and less overwhelmed on your site. 

  • Use strong elements sparingly, and with intention. It’s great to have a few bold colors in your color palette, but be sure you’re using them sparingly. On any given page, you shouldn’t be trying to pull your visitor’s eyes in more than one or two key directions. Calls to action and chatbots are two great examples.

A little bit of intuitive design can go a long way. When your design is consistent across platforms, you’ll start to build that brand awareness that’s so important in manufacturing industries.

When you use intelligent design on your website, you’ll highlight call-to-action buttons and forms on landing pages, helping those potential leads convert that much faster. 

Eye- Catching CTAs

This goes to our point about intelligent design. A well-designed website with a consistent, smart color palette can do a lot to pull the eyes of your leads and visitors to the information that’s most important to you. 

When it comes to a manufacturing website, conversions are everything. 

There’s only so much technical information you can put out there before your leads are going to need personal one-on-one help from your marketing or sales team. 

CTAs, or calls-to-action, are what work to convert those visitors into leads. 

By designing calls-to-action that are bright, bold, and eye-catching, you can ensure that whenever your visitors have a question, there’s a CTA opportunity for them to reach out. 

The key to lead generation is providing the right content, to the right person, at the right time. Click To Tweet

You’ve already got two out of three — someone who cares about what you have to say is on your site (they’re the right person). If they’re there for any length of time, that means they’ve found some sort of content they care about (the right content). 

Your CTA delivers that third component — the right time.  

If that lead has a question about what they’re reading, or better yet, has decided they want to talk to a salesperson, a well-placed and well-designed CTA will catch their eye. 

This is exactly the right time to convert that lead, and your CTA is clearly visible and ready to help them out. 

This is one of the reasons it’s so important not to discount design when you’re developing or redesigning a website. If your CTAs are easy to see and navigate to, you’ll see conversions off of pages that offer the right content. If they’re poorly designed or hidden on your page, you’re missing out on qualified leads. 

Strategic Navigation

Manufacturers are notorious for crazy navigation menus. And we get it — you’ve got a lot of products, case studies, brochures, and materials for people to look at. That’s all awesome content, and you do want people to see it. 

It just doesn’t all have to be in your top menu. 

When a visitor shows up to your site and they see a menu with 15 different options, it’s overwhelming. It’s tough to find what they’re looking for, and it might even turn them away. 

Implementing strategic navigation is a website design best practice that works to funnel site visitors exactly where you want them. Work to narrow your navigation or menu bar down to just four or five options, and a contact button. 

And honestly, the simpler the better. “Products”, “Solutions”, “About Us” and your traditional standbys are all great for your top-menu navigation because they’re what your visitors expect. Navigation isn’t the place to reinvent the wheel. 

And if you have more stuff than what fits in your new, strategic navigation bar? Don’t forget the footer! Your website footer is a great place to add a few extra links if you really need them. 

Responsive Design

One key website design best practice that manufacturers can’t overlook is a responsive design. The goal of your website is to draw in qualified leads, right? 

It’ll have a hard time doing it if it’s not designed to meet visitors where they’re at. 

Mobile devices account for more than half of all internet traffic. 

What does that mean for your manufacturing website?

It has to be responsive.

Visitors will navigate away from a website that doesn’t meet their device. What’s more, you’ll lose in search engine rankings without a responsive site. 

Websites that are not responsive rank much lower on search engines than websites that do. This is a problem in two ways:

  1. You won’t get much traffic (read: qualified leads) to your website
  2. Your competitors will outrank you

As we’ve mentioned before, most manufacturing industries are pretty competitive. Even if your competitor’s website isn’t that great, they’re going to rank higher if theirs is responsive, and yours is not. 

In an industry where exposure and reputation really matter, this is an issue, and it’s one that’s pretty easily solved. 

Designing your website on a responsive theme can provide huge dividends, both in your company’s authority, and in the qualified traffic you’re able to draw in. 

Content That Speaks to Your Ideal Buyer

Manufacturers are great at technical content. Your sales team probably has stacks or digital files full of product brochures that run through the specs of any product or part you sell.

The problem with that content is that it’s not always digestible, and it’s also not always the content your buyers want. 

Depending on where your leads are in the buyer’s journey, a product guide might not answer the questions they have about your product. It’s important to develop content that speaks directly to the questions and concerns your ideal buyer has. 

Not sure who your ideal buyer is? We’ve got a Step-By-Step Guide to Defining Your Buyer Persona here to help you out. 

Yes, sometimes that means technical content, but it also means developing content that builds your authority. Content that shows your visitors and potential buyers that you have the best, most helpful information, and are an authority in the industry is what will help you build positive relationships that close sales. 

Think about what would be helpful to you if you were in your ideal buyer’s shoes

Is is it a guide that helps them figure out which of your products is best for them? Maybe it’s a simple glossary of the technical terms they’ll need to know. 

Whatever it is, take some time to build out a bit of quality content that is genuinely helpful. 

The more answers your ideal leads can find on your website, the more often they’ll come back, and the more likely they are to purchase from you when they’re ready to make a decision.

Intuitive Content Layout

Great content is one key to a great manufacturing website, but an intuitive content layout is the website design best practice that will ensure your leads are reading that great content. 

Today’s internet user is not a hard-core reader. No one, not even content strategists like me, read every word in every blog post, case study, or article. 

What they do is skim. 

If your web design strategy includes a content layout that calls attention to the most important parts of your blogs and guides, you can guarantee those leads are reading the information that you know is most important to them. 

A great content layout is the difference between someone glancing at your blog and navigating away and someone filling out a conversion form that turns them into a lead. 

Develop a content layout with lots of whitespace, regular images, media, and headers to break up large blocks of text. 

This will help ensure your site visitors are reading as much of your content as possible. The more they read, the more likely they are to stick to your site, and keep coming back. 

Not sure what great content layout looks like? Take a look at our pillar page for Website Design. There’s a ton of content on this page, but because we’ve got an awesome lead designer, Laura, none of it feels overwhelming. 

You get one little bite-sized piece of content at a time, along with some cool motion and visuals. This encourages you to keep reading — who doesn’t have time for one more little sentence? 

In that way, our pillar pages are working to keep visitors on the page with a killer content layout. 

Motion, Interactivity, and Video

Jumping off the last point: motion, interactivity, and especially video are key web design elements for any manufacturing website. 

You’ve got a facility, right? A plant, a factory, a shop? 

Whatever you call it, you make things. Chances are you’ve got some cool machines and some cool people working for you. Take a video of them, and include it in your web design! 

Video is quickly becoming one of the top web design best practices for any industry, but it’s especially effective for manufacturers because you have things going on. 

What’s more, it’s probably ten times easier to explain your product in a video than it is in a lengthy brochure. 

Video — along with interactivity and motion on your site — works to keep people on your website. 

And, as we’ve mentioned before, the longer someone is on your site, the more likely they are to convert. 

For manufacturers, yes, cool scrolling headers and a bit of motion on the page are great, but we really can’t stress video enough. 

We’ve worked with many B2B manufacturers, and video always works to boost conversions. 

People love to see how things work, and if they can watch a 30-second video over reading a product brochure, they're going to do it every time. Click To Tweet 

If you’re the one with the 30-second video on your site, you’re going to be the one to get the lead. 

Interactive Chatbots

Most B2B manufacturers serve a highly technical industry. 

Whether your site visitors are looking for the right product for their application, or aren’t sure which parts they need for their particular machine, chatbots are a great way to ensure your company is always available to answer those questions, whenever they come up. 

Chatbots can be set to specific product pages and customized in a million different ways to fit your manufacturing company’s needs. 

Are there questions you get all the time about your product line that can be answered easily? Do you have a helpful guide or content that solves some of those questions?

You can set a chatbot up to address any of these problems. Not only does this help you convert leads, but it frees up both your sales and marketing teams from answering simple questions over and over. 

Website Design Best Practices for Manufacturers

Web design isn’t always easy for manufacturers. If you’re new to the process, it can be tough to marry highly technical products and components with a creative, intuitive design that also works to draw in and convert leads. Implementing some of these website design best practices should help. 

Not sure where to start? We get it. Form and function aren’t always easy to put together. We’ve been designing websites that work for manufacturers for decades. If you’re ready for a website that delivers qualified leads directly to your sales team, we’re ready to help.

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Word of Mouth Marketing for B2Bs: Let’s Set the Record Straight

Word of Mouth Marketing for B2Bs: Let’s Set the Record Straight

Word of Mouth Marketing for B2Bs: Let’s Set the Record Straight

Word of mouth marketing has been a subject of discussion in inbound marketing circles for quite some time. It’s a particularly challenging subject for B2Bs, who function in niche industries like manufacturing. Many B2Bs feel that word of mouth marketing is the only, best way to get leads. And while we certainly won’t disagree that word of mouth marketing is powerful, we do have some thoughts (and some stats to back them up), about why traditional word of mouth marketing is out, and why modern word of mouth marketing can’t stand on its own if you’re trying to grow your company. 

In this article, we’re going to talk about what word of mouth marketing is, in both the traditional and the modern sense, and we’re going to talk about when you need it, and when you don’t. 

Word of mouth marketing (or WOMM for short) is a big component of many marketing strategies, but we’re here to tell you why it shouldn’t be your only marketing strategy. Let’s start by taking a look at what WOMM is: 

Traditional Word of Mouth Marketing

Traditional word of mouth marketing is exactly what it sounds like. Before the internet exploded in popularity, companies built brand awareness and grew their business primarily from having their customers talk about them to other industry members. 

In B2B applications, especially in the manufacturing industry, this was a major driver of business because the industries are so niche. The best way to get quality leads was to have a quality reputation. When you had that, you could rely on WOMM to get you both the leads that you wanted and the ones you needed. 

Unfortunately, following the internet boom, WOMM has seen a slow decline in success, even for those B2B manufacturers who have relied on it as their primary form of marketing for decades. So why isn’t traditional WOMM working anymore?

Why Traditional Word of Mouth Marketing Doesn’t Cut it Anymore 

The number one answer to that question is the internet. When the internet blew up, it became easy for anyone to find the products, services, and solutions they needed, right from their own computer or smartphone. No need to pick up a phone or talk to a friend — the necessary information was directly at the consumer’s fingertips. 

For B2Bs, and particularly B2B manufacturers, this change happened slowly. These industries are niche, and many manufacturers feel that they know the key players without heading to the web. 

Today, though, as many incoming engineers and manufacturing sales professionals are tech natives, used to finding solutions and products online, manufacturers are realizing the importance of having a web presence and a dedicated marketing team. 

In all honesty, if you’re still relying on traditional WOMM to bring in leads, you’re not going to see the same growth as your competition. 

To continue to grow and be successful as a company, in any industry, a legitimate digital presence is a required qualification. 

Why? Well, that’s where modern word of mouth marketing comes in.

Modern Word of Mouth Marketing

If I had a dime for every time a prospective client said, “oh we get 90% of our leads through referrals. We’re not sure if digital marketing will really move the needle.” I probably wouldn’t be writing these blogs anymore. 

Guess what? They’re almost always wrong. Why?

Because while traditional marketing methods did bring in a whole bunch of leads for a number of B2Bs in the past, in today’s digital world, the internet has flipped the switch. 

Enter modern word of mouth marketing.

What is Modern Word of Mouth Marketing?

Also known as amplified word of mouth marketing, this new, modern version of WOMM takes advantage of all the new technology that has erupted in the past decade or so, like Facebook, Linkedin, and Google. All of these platforms encourage what is essentially a digital form of word of mouth marketing with reviews that can be published and shared

For many companies, this amplified or modern WOMM has taken the place of traditional word of mouth marketing. But it’s better. 

With traditional marketing, you could get referral leads, but usually only from people in your area, who you knew or had talked to at a conference or trade show. 

How Does Modern Word of Mouth Marketing Work?

Modern WOMM eliminates the need for any of that proximity. You get all of the benefits of traditional marketing — the company goodwill, the great reputation, and the warm leads — without the constraints.

Anyone can go online, read your reviews, and make a decision about your company and product. They don’t have to be from the same town or even the same country! 

Studies have shown that 88% of consumers trust online reviews as much, or more than personal recommendations. 

According to PowerReviews, 97% of consumers consult product reviews.

You already knew that WOMM was important. These facts just drive home the point that digital reviews have taken the place of traditional word of mouth marketing. 

What’s more, this digital strategy works much harder for you than traditional word of mouth marketing. Take a look:

  • Reviews can be shared, posted, and boosted with social media ad spend
  • Digital reviews make it easier for you to connect with your clients and customers. Easily see who’s left a review, and what they’ve said.
  • Build visible trust. The more positive reviews and comments your company gets, the more trust you’ll have with people just learning about your brand. 
  • The ROI is outstanding. According to IMPACT, word of mouth marketing generates 2x more sales than paid ads. And it doesn’t cost you much if anything at all. 

Why Any Form of WOMM  Alone Won’t Get You Leads

Alright, so modern word of mouth marketing is awesome. I hope we’ve made that clear. At no point would we ever say that word of mouth marketing wasn’t worthwhile, for any company in any industry. 

With that in mind, it is important, especially for my B2Bs out there to remember that modern WOMM isn’t going to help your company grow on its own. To explain why, let’s go back to a statement I made about traditional word of mouth marketing earlier.

“The best way to get quality leads was to have a quality reputation.”

That’s still true of modern word of mouth marketing. 

In today’s world, you can’t have a quality reputation without a quality digital presence. 

Anyone who hears about an awesome company, whether you manufacture parts for automobiles or you develop excellent machine test technology, is going to head to the company’s website first. 

If your website is shitty and from 2001, that lead won’t stick around. 

For the sake of example, let’s say you have an awesome new website. That lead is interested in your company. 

But, when they start clicking through your website, they can’t figure out how your products are priced. There’s no pricing sheet for them to download, or even a content offer explaining to them the differences between your products and product models. Or worse, maybe they can’t figure out how to contact you. 

You’ve lost that lead again. 

WOMM is Best Used in Conjunction with a Solid Digital Marketing Strategy

There are a lot more examples I could use, but I think you’ve probably gotten the point. In today’s digital era, WOMM on its own isn’t going to help your company grow. 

While modern WOMM — with reviews and comments that can be shared, liked, and interacted with — is a useful and proven tool, it should not be the only way you expect to generate leads

If you’re a manufacturing company that’s lived off of word of mouth referrals for decades, it’s important to realize that the times are changing. Even with excellent referrals, you’re not going to see the growth you could be capitalizing on if you don’t invest in a comprehensive digital marketing strategy. Things like:

  1. A website optimized for search engines
  2. Calls to action
  3. Unique landing pages that capture leads
  4. Well-ranking content that puts you ahead of the competition
  5. A professional presence on social media platforms

All of these are factors that will help boost your modern word of mouth marketing potential, and help your company grow as a whole. 

Digital marketing works best when it is applied in a comprehensive fashion. 

Just one or two strategies aren’t going to help your company grow. 

While word of mouth marketing is important for your B2B company, it’s important to realize that there are so many other strategies out there that could be helping you get more word of mouth leads, and just more leads in general. 

If you’re still not sure what I’m talking about, or if you’re convinced that digital marketing isn’t going to put you that much farther ahead than the referrals you’re already getting, I invite you to check out the case study below. 

In it, we’ve outlined with clarity how a comprehensive digital marketing strategy has put this cleanroom manufacturer ahead of the competition and helped them grow significantly throughout our partnership. 

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And if you’ve got more questions about word of mouth marketing for B2Bs, or if you’re interested to see how a full digital marketing strategy could put you ahead of those manufacturers who still rely solely on word of mouth, please get in touch. We’re here and we’re more than happy to help.

Marketing and Sales Alignment Strategies That Cut Time and Boost Growth

Marketing and Sales Alignment Strategies That Cut Time and Boost Growth

Marketing and Sales Alignment Strategies That Cut Time and Boost Growth

You know that old saying, “work smarter, not harder”? It’s safe to say that’s an idea we can all get behind. No one wants to spend hours of their day working on a project that won’t produce results.

Unfortunately, in the case of many businesses who do not have aligned sales and marketing teams, the concept of working harder on projects that might not ever see the light of day is an everyday reality.

In fact, misalignment between sales and marketing teams has been shown to cost B2B companies 10% or more of their revenue every year.

This SlideShare from The TAS Group states, “lost sales productivity and wasted marketing budget costs companies at least $1 trillion a year.”

Both of those stats offer up compelling arguments for making a change to sales and marketing alignment. Beyond just saving your sales and marketing teams wasted effort and budget though, sales and marketing alignment can actually offer some benefits to your company, delivering pretty impressive returns when implemented properly:

Aligning your sales and marketing teams is one perfect example of working smarter, not harder.  When your sales and marketing teams are aligned, everyone does less work to obtain a higher quantity of better, more targeted clients. Then, you can allocate all of that additional time and energy into inbound marketing and sales strategies that you know will help your company generate revenue and grow.

So, how do you get there?

Sure, sales and marketing alignment sounds nice, but can you actually make it happen, and how much work will it take?

Honestly, it depends on your company.

If you already have both sales and marketing teams onsite, you can get started by just getting everyone in the same room every week or so. If you’re a larger company with sales and marketing teams that work remotely or on different campuses, it might take a bit more effort. And if your company doesn’t really have a marketing team, you could have a still longer road ahead of you. (Or, you can hire a marketing team to help you out. More info on that here.)

No matter where you are, aligning your sales and marketing teams will take work. But with a potential return of 208% more revenue, it should feel like the work is worth it. Click To Tweet

If you’re interested in aligning your marketing and sales teams to boost revenue and cut out wasted time, we support you. In fact, we’re going to give you six sales and marketing alignment strategies to help you do it. Check ’em out:

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Communicate

We’ve said it before, and we’ll say it again: communication will always be the key to successful marketing and sales alignment. The first and best way to get your sales and marketing teams on the first page is to get them in the same room, chatting about their wins and challenges.

Too often, it feels like sales and marketing are pitted against each other. Sales isn’t happy about the quality of leads marketing is sending over, and marketing feels frustrated that sales didn’t follow up with all of the leads they’re sending over.

Getting your two teams in the same room is the first step to getting them to work together. Once you know what everyone is frustrated about, and also what they’re cool with, you can start making a little bit of headway towards alignment.

Consider Cross-Departmental Training or Shadowing

One great marketing and sales alignment strategy is to put each team in the others’ shoes for a day or even a week. When they have the opportunity to see how the other team works, what their day looks like, and what challenges they face regularly, they’ll be able to function together more efficiently.

We get that this is an easy way to disrupt your regular business flow, so start slow. Take one team member at a time, and have them shadow someone from the other team for an afternoon. Make sure the team members you choose are both excited about the potential benefits that alignment can provide, and you’ll find that both parties will learn something from the experience.

When the afternoon is up, your salesperson can report back to their team what they learned, and the marketing person can their team what struggles the sales team is having that they could help with.  

Encourage Sales Input on Content Development

According to Forbes, 60% of B2B content never gets used. Whether the sales team doesn’t feel like it fits their individual client’s pain points, or they don’t even know it exists, sales input is an invaluable resource when it comes to content development.

Your sales team has an intimate, one-on-one relationship with each buyer. They speak to them personally and they understand their specific, unique challenges and goals for the future. This alone should make them your marketing team’s number one resource for content development.  

If you’re not sure how to implement more sales input on marketing content development without seriously slowing down your publishing schedule, start by having the sales team take a look at your content calendar. (You do have a content calendar, right?)

They can tell you which content they’ll really be able to use, and offer a few key points to include for each upcoming post that will help you speak specifically to your target buyer’s challenges and goals.  

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Work Together To Establish A Common Language

Marketing and sales haven’t historically worked together all that much, especially in more traditional industries like manufacturing. Traditionally, marketing works to create brand awareness, get the word out there, and make sure everyone knows what your company has to offer. In that older business model, sales either take the leads that come in or (more likely) they go around looking for (read: cold calling) those perfect leads themselves.

This disjointed approach to sales and marketing as separate entities has fostered two different languages for both teams. They have different definitions of leads, they don’t have the same understanding of what makes a good lead, and they have fundamentally different goals.

Sales and marketing alignment strategies start by working to establish a common language that makes sense to both teams. Click To TweetWith that set in place, your marketing team can work to bring in the leads your sales team actually wants, and your sales team can focus their efforts on selling, rather than cold-calling.

To establish a common language that works for both teams, sales and marketing have to come up with the same definitions for these three things:

  • What A Lead Is
  • How You Score Leads
  • A Quality Service Level Agreement

 

What A Lead Is

It’s important that your sales and marketing teams both understand what makes a lead a good lead. And as you probably know, there are two types of leads: Marketing Qualified Leads (MQLs), and Sales Qualified Leads (SQLs). It’s possible that you’ve even defined these in the past.

But have your sales and marketing teams defined them together?

Both marketing and sales should offer input on the definitions of MQLs and SQLs, so that both teams understand what qualifications are necessary for both lead types. One clear definition, for both teams, will help with the lead handoff process, and it will help both teams understand which leads and prospects need what specific service or lead nurturing content.

With a solid foundation in place, everyone can move forward more confidently towards a tight alignment between sales and marketing that cuts out wasted time and boosts revenue.

 

How You Score Leads

Traditionally, the sales team has developed a process for determining which leads might be more valuable to your company than others. This process is called lead scoring.

If your goal is to get sales and marketing teams aligned for better business growth, it’s important to have your marketing team in on the lead scoring calculation. They need to know what makes a lead most attractive to sales, and why.

With that information, marketing can determine which leads could use more nurturing through the marketing process, and they can better streamline their efforts to influence target buyers in the markets that offer the highest return. By bringing the marketing team into the lead scoring conversation, you help them understand what to look for in a quality lead that shows they are likely to close.

 

Service Level Agreements (SLAs)

One of the biggest killers of marketing sales alignment is unbalanced reporting and goals. Too often, the sales team feels like they’re under the microscope to close sales, and the marketing team feels that the sales team isn’t acting on all of the leads they’re passing along. A service level agreement, (SLA) is the solution to this reporting imbalance.

A Service Level Agreement is a sort of contract that helps clear up some of this misdirected pressure, while still holding both teams accountable to goals that further your company’s overall revenue and growth goals. For example, with a quality SLA, your marketing team may be responsible for delivering a certain number of quality leads each month. Then, your sales team may be responsible for converting a certain percentage of those quality leads each month.

This agreement makes it clear what each team is accountable for, while still framing it in the light of one overall company goal — to produce more revenue and long-lasting clients for the company by converting highly qualified leads.

Every company’s SLA will look a little different. What’s important is that you get the sales and marketing teams together to agree on an SLA that’s fair and contributes to your company’s growth goals. When both teams understand what they’re accountable for, and that accountability feels fair to both sides, you’ll get a lot more out of everyone.

Leverage Sales Enablement Tools

It’s easy to forget that the sales team can benefit from inbound methodology tools as much as your marketing team can. Many of your favorite marketing platforms and CRMs are designed to help your sales team as much as they are your marketing team.

Encourage your sales team to use tools like email sequences and CRMs that implement lead scoring systems for you. The information they put in the CRM, and the data they generate helps them make better selling decisions, and it offers valuable information for the marketing team to move forward and optimize with as well.

When your sales team is comfortable with enablement tools, it’s also easier for your them to reach out to marketing and ask for content that will help them close deals.

Case studies, whitepapers, and ebooks about your product or service are all assets that are traditionally created by marketing. When sales is empowered to ask specifically for the content they know will help them close deals, marketing can focus their efforts on just the content that sales knows will be powerful and impactful to your buyer personas.

And again, that’s an effort that cuts down on wasted time, while still promoting the targeted lead nurturing tasks that will help your company grow.

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Keep a Common Goal in Mind

Finally, one of the hands-down best sales and marketing alignment strategies is to set a common goal. Even though sales and marketing do different things and have different processes, they’re both on the same team. When they’re both working towards the same goal, it’s so much easier to see that they’re on the same team. Make that overarching goal clear to both teams, and you’ll see the results that marketing and sales alignment can deliver.

The more closely your sales and marketing teams are aligned, the more efficient your company will be in identifying qualified leads and closing deals. And when you close deals efficiently, you work smarter, and you grow.

If you’re looking for more sales and marketing alignment strategies, tools, or tricks, we’d love to help. As a digital marketing agency, we often align with B2B sales teams to promote overall company growth, and we also train companies with existing sales and marketing teams how to align for better results. To learn more about what we do, get in touch.

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5 Reasons Why Your B2B Website Isn’t Generating Leads

5 Reasons Why Your B2B Website Isn’t Generating Leads

5 Reasons Why Your B2B Website Isn’t Generating Leads

The primary goal of any business activity is to increase profit, and your digital presence is no exception. Your B2B website exists to market your company, products, and services to potential future customers and convert them into leads. For many B2Bs, those visitors and conversions aren’t appearing. Here are five reasons why your B2B website isn’t generating any leads:

#1 Your Website Isn’t Mobile Friendly

Teens aren’t the only ones addicted to their cell phones. Nearly everyone is accessing the internet from mobile devices rather than desktop computers. What this means is that people are seeing your site on a variety of different screen sizes, and your website needs to be adaptable to any size screen. If not, your site will be too difficult to access and people are going to quickly navigate away.

#2 Your Website Is Old and Outdated

You’d think that at some point, we could stop saying it, but that day has never come: there are a lot of B2B websites that are old and out of date. Your website needs to be more than just a digital version of your current marketing materials, a few static pages with no way to get in contact except your phone number.

To create a site that generates leads, you need beautiful and functional user-friendly design, mobile responsivity, regularly updated content (get a blog!), and lots of content for visitors and search engines to read. Click To Tweet (Learn more about making your website an actual tool for success here.)

#3 Your Website Doesn’t Have Any Calls-To-Action

If you never ask your website visitors to become leads, you can’t convert them to leads. That’s why you need calls-to-action (a.k.a. CTAs) all over your site. A CTA is often a button or link that asks the reader to do something, to “request a quote” or “contact us.”

These calls to action need to address the content they are surrounded by as well as the stage of the buyer’s journey that your potential lead is in. Some prospects might not be ready to give your sales team a call—but they might be interested in an ebook with more information on the topic you addressed in your most recent blog, and gladly give you their email address in exchange for it.

#5 Your Site Content Wasn’t Written With SEO and Inbound Marketing Best Practices In Mind

Like we’ve said before: print marketing copy does not website copy make. Click To TweetYour website content needs to incorporate strategically chosen keywords related to your products, services, and desired clients’ needs. Your site should also incorporate various types of content, including page content, blog posts, and content offers such as ebooks, PDFs, and whitepages. Read here for a more in-depth look at optimizing your B2B manufacturing website page content.

HA Digital Marketing is a growth agency: lead generation is what we do. If you’re looking to generate more leads with your company’s website through proven best practices, it’s time you get in touch.

Not convinced? Read how to make your B2B manufacturing website a lead generation machine, or schedule time with John to hear firsthand how we’ve worked with other industrial manufacturers to drive significant growth. 

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