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Manufacturing companies are in a unique situation when it comes to landing pages. That’s because manufacturers have typically relied on their sales teams to find and nurture new leads. Whether it’s over the phone, email, or face-to-face, human interaction has always been the crux of their sales process.
More and more, however, manufacturers are turning to digital tools like landing pages to supplement their traditional tactics. We’ll get into what manufacturers need to know about creating successful landing pages in a minute. But first, let’s take a look at why landing pages should be an essential part of a manufacturer’s digital marketing plan.
When it comes to digital, most manufacturers already have a website. But since most of these companies are coming from a traditional sales model, their sites tend to be focused on the products they offer, and the features and technical specs of those products, rather than the customer’s needs. And some aren’t even clear about that. According to MarketingProfs, 46% of prospects will move away from a B2B provider website because the business does not clearly communicate what it does.
That’s one reason landing pages can be such a great sales tool for manufacturers in particular. While a website might contain a dozen pages or more of in-depth company and product information, a landing page is a lot more flexible and specific. It can be a simple one- or two-page site with a totally different strategic focus. This makes it ideal for bridging the gap between technically-oriented website content and customer-focused, benefits-oriented messaging.
When manufacturers want to direct prospects to a specific product or promotion, landing pages make it easy. And when they want to highlight a particular product benefit? They can create a landing page that’s all about how their product meets the customer’s needs. In this way, a landing page can complement a manufacturer’s website while delivering a much more targeted message.
Landing pages also give manufacturers a valuable touchpoint opportunity. Today’s sales process usually includes a combination of human and digital interactions. And since it can take up to eight interactions with a customer to build toward a sale, landing pages can provide a simple, convenient, and effective way to reach customers, collect data, and nurture relationships.
They’re also fast and efficient. Once it’s up and running, a landing page pretty much takes care of itself. Of course, once the customer data is collected, it’s up to the sales rep or CSR to follow up. But the legwork of getting the customer information—that’s the job of the landing page.
So, if you’re a manufacturing marketer who wants to create landing pages that get results, here are some key things to keep in mind:
Be realistic about what a landing page can do. While landing pages can be a great aid to the sales process, they’re not a magic bullet. On average, it takes six to eight touches to make a sale. Your landing page can be an effective step, but it’s still only one piece of the puzzle. You’ll need to reach out to your customers and prospects in other ways, too.
Deliver on the promise that brought the prospect to your landing page. Landing pages don’t exist in a vacuum. To reach your page, the prospect had to follow a link or click a button from somewhere else. So, whether they’re responding to an email, banner ad, or popup on your website, make sure your landing page builds on what came before and pays off the promise you made.
Take an empathetic, customer-centric approach to your messaging. Effective landing page messaging is benefit-oriented. Connect with your customers by showing you understand their needs. And then deliver solutions that meet those needs.
Include a form, but keep it simple. A landing page is a unique beast. Unlike other marketing tactics, landing pages give you a convenient way to collect customer data. However, having a form on your landing page is one thing. Getting someone to actually complete and submit it is another thing entirely. To encourage form fills, make your form as simple as possible. Ask for minimal information—like just an email address. If you can get that much, you’ll have a way to send follow-up pieces to keep the lines of communication open. You can always collect more information later.
Provide something of value for free. The other key to getting form fills is to provide the prospect with something in exchange. When you offer something of value—like an eBook, checklist, or a guide of some kind—you’ll greatly improve your chances that landing page visitors will be willing to disclose their personal information.
Be clear about what’s next. When nurturing a relationship with a potential customer, it’s important to be as respectful of their time and information as possible. So, make sure your landing page lets visitors know what to expect once they fill out the form. Will a salesperson be following up with an email or a phone call? Will they be placed on a mailing list? Be open and honest about it.
Include a phone number so a prospect can contact you if they want to. Asking for email addresses is a big help, but since some buyers still operate traditionally, you should also give them a way to contact you when they’re ready to talk. Include your phone number on the landing page so your information is easy to find.
Have a plan for following up. Congratulations! You’ve created a compelling landing page with a quality freebie—and you’re being rewarding with lots of email addresses of potential customers. Now what? Since competition is intense and expectations are high, you need to be prepared to follow up. So, plan your next move. Will you send an email in a few days? If so, have it ready to go. No matter how you choose to follow up, know what the steps are, and be ready with the materials you need to execute them.
In short, for manufacturing companies that have typically relied on person-to-person interactions, landing pages are a great digital tool to add to the mix. By keeping them simple and focused on the value you can provide to your customers, landing pages can make it easier to collect data and help reach your sales goals.
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