Buyer behaviors and expectations are constantly evolving in this technology revolution. Sales is crucial to your manufacturing business. You might only work a certain amount of hours a day, but your website can be an available salesperson 24/7. The thought, effort and importance placed upon your physical salespersons should be applied to your website as well. Applying your business digitally is crucial to success.
Connecting Effectively with Your Audience
Just as technology is evolving, how we connect to our audience and target market changes all the time. For that reason, you can’t view your website as a finished product. Just the way a product is constantly improved for quality, cost and effectiveness, your website must be a consistent effort to improve how you reach your audience.
Prospects don’t call for information as often as they used to. The average prospect uses the Internet to research products and vendors. If your brand doesn’t already have a direct connection with a customer, the average consumer will turn to a search engine to find what they need. For this reason, it’s key to work with a web developer that builds a site optimized for search engines. Buyers expect to find a site with adequate, relevant information necessary to their purchasing decision. If you don’t meet meet a prospect’s expectations, they’ll just move on to your competitor.
Key Components of Digital Marketing to Buyers
A manufacturers website should effectively market to your economic, technical and user buyers. Economic buyers have veto power and are decision makers in companies involved in B2B sales. Technical buyers screen out vendors and brands to judge products on technical features. User buyers will personally or supervise use of the product. How do buyers interact digitally through the purchasing process? According to an Enquiro Research study, here’s the amount average buyers uses the Internet in the different phases of the purchasing process:
- 95% of buyers use the Internet for awareness about a company or product.
- 92% of buyers use the Internet to research a company or product.
- 70% of technical buyers consult various online influencers during the negotiation phase of a sale.
- 88.9% of technical buyers surveyed would go online for information during a purchasing decision.
Return on Your Investment
You can view your website as a machine. You should expect it to drive traffic, assist in converting prospects and measure results effectively. Search engine optimization (SEO) will help promote your site on search engines and drive traffic to it. An effective web developer will optimize your site for optimal search engine placement. When consumers search for keywords related to your business, they should be able to find your business.
Website functionality and content will help you retain business. In April 2010, Google started factoring in site speed into its web search ranking. Slow, poorly designed sites lead to a high bounce rate. To engage prospects, provide what they’re searching for. Provide online catalogs, product descriptions, searchable technical content, technical support and contact information. Be the first to easily answer their questions and you have a better chance to win their business.
Your website collects comprehensive analytics that enable you to better serve prospective customers. Your site analytics will measure sales and conversions, as well as how visitors arrived at and used your site. Understanding this information will help you continually work with your web developer to improve your site’s user experience. Find out how your website is marketing your manufacturing business by getting it evaluated.