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How Manufacturers are using Paid Search Marketing to drive Lead
Generation and Sale

 

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Mike Smiley  
 

How Manufacturers are using Paid Search Marketing to drive Lead Generation and Sales
by Mike Smiley

More and more companies have come to understand that the purchasing processes of their B2B customers today are mirroring the behaviors of B2C customers - that is, they spend a lot of time online vetting their options. In fact, recent industry studies suggest that nearly half of industrial professionals visit 10 or more work-related websites each week.

A search-optimized, responsive website improves the chances that one of the sites visited could be yours. Taking online marketing a step further, numerous manufacturers have learned that paid search, also known as pay-per-click advertising, can boost their marketing performance even more. Consider these five direct benefits:

Lead Generation
Paid search can drive a range of online activity, such as downloads of case studies, free product demos, even simple request-for-info forms. With an optimized landing page and relevant content with a strong call to action, you should start to see leads grow quickly. Often, you can integrate paid search with your current CRM (customer relationship management) system to track performance to provide an accurate assessment of how paid search is performing for your business.

Brand Awareness

While leads and sales are the ultimate objective, increasing awareness of your company and products can be critical for developing prospects and future customers. Paid search helps to keep your company and products top of mind for online users who may be familiar with your company from other media channels, trade shows or word of mouth. A good brand awareness ad should clearly identify your brand, the products you offer or what sets you apart from competitors.

Eyeballs Galore
Web stats indicate that there are more than one billion online searches each day. With a strategic paid search program, you can get your company and products out there and drive additional eyeballs and clicks to your websites that can turn into leads, inquiries and increased sales.

Real-Time Results
You can develop and implement a paid search program quickly. And just as quickly, you get real-time feedback and results. Using paid search analytics, you can see minute-by-minute statistics on what keywords and messages are driving activity to your landing page or website. This real-time data enables you to position your company to capture prospects and prepare them to choose your products when they are ready to purchase. This might include serving them special offers, following up on emails or sending direct mail pieces to keep your company top of mind throughout the entire purchasing process.

Tradeshow Boost
If your marketing efforts include trade shows, you can use paid search pre-, during and post to increase awareness of your presence at the event and also drive traffic into your booth. Many companies experience a significant boost in website visits and inquiries from this type of focused campaign.

As numerous manufacturing clients of ours have learned, paid search is a cost-effective, highly measurable marketing tactic that can deliver significant returns on investment for their company. It is a simple way to level the playing field and become an industry leader in the online space.

To learn more, contact Mike Smiley at 814-528-9416 or MikeSmiley@DecisionAssociates.net