Companies in the industrial and factory automation market are missing out on opportunities to generate leads. It’s shocking how few companies in the industrial B-to-B segment are using blogging and other content marketing techniques as lead generati
on tools. Products and services that are highly technical or complicated in nature are ideal things to blog about, YouTube about, and to discuss on LinkedIn.
Content has SEO value. Good content helps create high-ranking search results. Good content is how your website, your products, and your services get found on the web. Show and tell your customers how your products and services can help them with their problems and they will find you. They will also respond. They will ask for more information. They will fill out a form on a landing page! Amazing – content marketing just created a lead.
Good content is a force multiplier for your marketing and sales efforts.
Blogs are no different than magazine ads or sales calls though. If you aren’t talking to the right people you are just wasting time and money. Keep your target audience in mind. Brainstorm what topics your customers want to discuss and hear about. Generate content that answers the questions your customers ask the most.
It’s a “chicken or egg first conundrum”. You have to talk about what your target audience wants to hear about before your target audience will find you. So educate them. Tell them the tricks to using your products and entertain them with news and topics specific to their interests. Tell them both about the beneficial features of your products as well as the shortcomings and the things you are working to improve.
Give specific examples of how your customers enjoy or prosper because they use your services. Better yet. Let your customers help tell stories demonstrating how excited they are to work with you.
Calls to Action
The overlooked secret to blogging success is quite possibly what you ask readers to do after they’ve read your post though. Maybe you are making the mistake of not even asking them to do anything. Including a call-to-action after every post is a requirement if lead generation is what you are seeking.
Content is a powerful tool to help your marketing and sales efforts. Good content can provide qualified leads to your sales force or can educate suspect contacts and help your marketers move them to the next stage of the buying cycle.
Register for the 7th Annual ISA Marketing and Sales Summit to learn how you can use content marketing as a component of your marketing plan.
Doug Brock is a business development manager with Kendall Electric in Chattanooga. Doug blogs about Factory Automation, Marketing, and Sales topics at http://www.dougbrock.com.
Great advice, except a form on landing page. People are getting less and less willing to submit personal info like email address just to read an article. Give them the tips & advice with no strings (emails) attached. If you truly have great advice and/or product/service, they will follow call to action.
I think organizations are having varying levels of success with any kind of form Don. A strong, effective call-to-action is definitely the key though.
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