One of the most important things for small manufacturing companies to do to drive traffic to their website and generate leads is to blog. Surveys show that companies that blog regularly generate more leads. One study shows that companies who blog regularly generate twice the traffic and up to six times the leads of comparable companies that do not.
Do I have your attention?
Yet when I tell a business owner to start a blog they universally look at me like their 11th grade English teacher had just assigned a big term paper on Billy Budd. I am sure it stems from one of the following:
hate to write
afraid to publish in their name
too busy to make time
don't know what to say
fear of failure
So how did we convince every one of our small manufacturing clients to write a blog? By convincing them that they are already talking about the topics published in a blog every day. The problem is that they are just not looking at the content of those conversations as the content for a blog. So instead of telling them to start a blog I follow a line of conversation like this:
Do you have lots of problems that you solve every day?
Do your customers ask a lot of questions about your solutions and approaches to your industry to understand how best to approach a problem?
Do your people that contact customers every day talk about different applications of your products and how they apply to a wide variety of situations?
Do you constantly monitor your industry and competitors to see trends, threats, and opportunities?
Do you deal with different industries, regions, markets?
Of course they do! These are the things they do all day, every day. Well guess what, the answers to the above questions in each possible infinite unique combination is a blog post. So I tell them they are creating blog posts every time they answer one of these questions, all we need to do is develop a template and method for documenting the answers and then formatting them into blog posts. Once we have the template filled in then the rest is easy.
Of course businesses need connect the content in a blog with keywords being searched by the target audience, with solid SEO to get the most out of blogging. Blogging is a proven, low cost way, to generate website traffic resulting in leads that turn into sales which drive what they really care about - revenue.
By showing our clients how easy it is to develop the content for a blog and that the effort will lead to revenue and you have their attention.0
Check out some of our other posts that address marketing and lead generation for manufacturers: