Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating capabilities.
That statement may come as a shock to many site owners because they are convinced that sales leads will just roll in because their site includes a toll free number in a big bold font, there are links to the “Contact Us” page everywhere and/or there’s a RFQ form on the site.
Here’s what’s wrong with that picture:
When I try to point out these shortcomings, I usually get a quick response like, “Well, we don’t want to waste our time with tire kickers.” Really?
Consider this then, a vast majority of those “tire kickers” will go on to buy from someone else in the next 6 to 10 months or sooner and probably from your competition. I am not making this up just to scare you. Google it and you’ll find plenty of research studies to back that up.
Instead of dismissing those visitors as time-wasters, I suggest that you rethink your online strategy if you are serious about using your industrial Website as a lead generator. At least have a mechanism in place to weed out unqualified prospects and move qualified ones into some kind of a lead nurturing program.
Here are some additions that you can make to your Website that will help to engage site visitors:
It is a matter of adjusting your mindset to bring your industrial and manufacturing Website out of the dark ages and into a Web 2.0 mode. It is worthwhile pursuing these strategies to convert informational Websites into robust lead generators.
Is your current industrial Website driving sales or turning them away?
A one-hour live (online) consulting session with Achinta Mitra to discuss your industrial marketing challenges. I’ll try to provide general guidance that you can apply right away.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.