How to Increase Lead Gen in Advanced Manufacturing

The strategies and techniques marketers implement to increase traffic and funnel leads to their clients often seem to be shrouded in mystery. But at Synapse we recognize the value in our strategic approach so much that we’re pulling back the curtain to show you a few examples of our proven lead gen strategies for Advanced Manufacturing.

PPC Isn’t the Only Technique for Lead Gen in Advanced Manufacturing

Advanced Manufacturers are faced with many options when it comes to their marketing, all of which can produce results when the right PPC budget is applied. A common tactic is to increase the PPC budget regularly until results begin to pour in. But at Synapse we aim to develop creative marketing solutions that are strategic in nature in order to set our clients apart from their competitors.

Rather than taking a tactic-first approach, we start at the client level to discover what they want so we can hone in on the best tactics to reach them. So how do you build a marketing strategy for advanced manufacturing businesses?

Start with your buyer’s journey.

Build Your Strategy Around Each Phase of The Buyer’s Journey

There are crucial considerations to make at each step of the buyer’s journey and your digital marketing tactics for lead gen in Advanced Manufacturing should be built around each phase. Many of the top digital marketing strategies we recommend at Synapse take place during the various stages of “Awareness” in the Buyer’s Journey.

Here are the digital marketing tactics we recommend implementing at each level of the awareness phase:

Problem Unaware

At this stage, your buyer or lead doesn’t know they have a problem, so your messaging must revolve around educating them.

Reaching your target audience on platforms they use regularly with snippets of information to educate on their problem is the ideal strategy in this instance. Social Media posts, Google Display ads, or other top-of-funnel tactics can be used to attract leads to your company with brief, targeted messaging.

Problem Aware/Pain Aware

This person knows they have a problem but doesn’t know there are solutions to that problem. Highlighting the specific issues facing your target audience will allow you to stand out from the competition and even open your business to new markets by meeting them right where they’re at with a solution. The best tactic to reach buyers or leads in this stage is writing case studies, white papers, or blogs to dive deeper into core issues and present your business as the subject matter expert and solution to the problem.

Solution Aware

This person knows there are solutions but hasn’t decided on one and doesn’t know about your product. Competition is your biggest challenge here. These savvy buyers are now actively exploring options, so effective branding, impressive work examples, a well-designed website, and an excellent pitch are necessary in this phase for successful lead gen.

Product Aware

This person knows about your specific product but isn’t convinced that it solves their problem. To convince them that your products are right for them, we recommend implementing remarketing campaigns on channels such as LinkedIn or Google to reattract leads who have already visited your website and are familiar with your brand and/or products. There may have been something they missed on the first go-around visiting your site, so a well-researched remarketing campaign leveraging User Flow data or Heatmapping on your website can help direct leads down through your sales funnel. For example, if they only visited the home and about pages, we’d refer them to a case study, blog, or product-specific page based on their search interests.

Most Aware

This person knows a lot about your product, and is on the cusp of buying, but needs more information to convince them to move forward with you. To encourage a lead in this stage of the Advanced Manufacturing Buyer’s Journey, we could entice them back for a free sample, a free consultation, or use a Lead Magnet to capture their contact information. This would move them into an email marketing funnel that sends them consistent, targeted messages and information to help them decide. Since this is the last step before they connect with your sales team, a consistent Call-To-Action (CTA) to contact your team will help them take that final step.

Ad Positioning & Channel Selection

Once you’ve determined what your buyers’ problems are and what tactics to implement at each phase of the Buyer’s Journey, you need to know where your buyers are and what type of marketing assets you should create to reach them there.

How do you select the best channel for your content?

To determine the best channel for your ads, put yourself in the shoes of your target audience. If your target audience is posting questions or conducting searches in a LinkedIn Group, then that becomes the ideal marketing channel for you to reach them with your problem/solution-focused content. If your buyers are conducting Google Searches, a well-crafted PPC campaign or Motion Display Ad can capture their attention and drive them to your website for more information. Learning about your buyer’s behavior is the best way to select the correct channel.

Target Audiences are Changing, Your Digital Marketing Tactics Should to

Advanced Manufacturing businesses are facing a consistent challenge in their marketing initiatives as their former tactics that had produced outstanding results for them are now fizzling out. Their target audience demographic is changing, so their marketing approach needs to adapt as well.

Leverage Digital Marketing Over Print

Where print ads, mailers, and trade shows may have generated leads in the past, their target audience is now opting for competitors they’ve located through YouTube videos, Google Searches, Referrals, and LinkedIn Connections.

Consider demographic details such as age, gender, title, and location

Within social media, there are platforms that are preferred by different genders and age groups.

Looking to market to those under the age of 24? Explore creating TikTok videos or Reels of your educational content with an enticing Call-To-Action. Targeting women over men? Create Pinterest infographics that are easily “pinned” to boards to keep your brand top of mind amongst your target audience.

Your channel strategy considerations should be paired with demographic research and an understanding of buyer behavior at every step of the Buyer’s Journey.

Utilize Reporting Tools to Track Results

Remember, in Advanced Manufacturing, lead generation strategies may vary based on your specific target audience, goals, and resources. It’s essential to track the performance of each strategy and adapt your approach accordingly to achieve the best results for your advanced manufacturing business. Learn how to track your results easily and transparently in our recent blog on Google Looker Studio Dashboards.

Ready to drive more leads to your business? Book a discovery call with our team at Synapse to learn how our proven marketing model can grow your bottom line!