A recent experience with a South Carolina client inspired me to write this blog.
Specializing in welding machine solutions, this client was not getting leads despite having a newly designed website they were very proud of and active social media accounts. They also had great reviews on Google and other platforms.
By diagnosing their website, we discovered several critical flaws:
1 – Their messaging was very company-focused and valuable real estate focused on how and when the company was founded, the history of it’s ownership and all of the awards they had won. It was difficult for the visitor to find and understand the information that was truly relevant to them. Further, the very little customer-centric messaging they had was generic and vague – it didn’t cater to their different audience segments.
2 – Their content suffered from the ‘curse of knowledge’ by heavily utilizing buzzwords, industry lingo and complicated technical jargon. It assumed that every visitor was an expert on their product lines and understood the science behind their products’ value proposition – or would take the time to wade through dozens of charts and graphs to understand it.
3 – Their website lacked strategically placed Call to Action (CTA) buttons. Their main CTA was lost in an extensive menu of dozens of text links and was very difficult for anyone to find.
Sadly, this is not the first time we’ve seen this diagnosis. Unfortunately, many B2B manufacturers unknowingly make similar lead generation mistakes.
Let’s walk through some other common pitfalls you can avoid to increase your own lead generation efforts.
Not Communicating Your Value
A lot of businesses focus on telling customers about their achievements. While there is no harm in this – in small doses and at the right time and place – it can cause customers with limited time and attention spans to lose interest and look elsewhere.
For example:
”We’ve been business since 1958 and have been named the best switchgear manufacturer in the country for the past 5 years. Our company has received many awards and we sell more switchgear products than our competitors.”
Clearly this is all about the company and tells the visitor absolutely nothing about why they should purchase their products.
Instead, this message is much more customer-oriented:
“All of our switchgear ensure reliable electricity supply, so you can avoid power outages and avoid costly downtime. Their built-in electrical-fault helps reduces the risk of accidents and property damage so you can enjoy peace of mind.”
Not Creating a Dedicated Landing Page
After investing in B2B marketing, it’s critical to ensure visitors coming from different marketing assets are landing on the right page based on their location in the customer journey.
But here’s what most manufacturers do: in all of their marketing efforts they simply send everyone to a generic homepage.
Let’s take a pipe cutter manufacturer called “ABC Tools” as an example. When potential customers click on their ads or links, they should land on a dedicated landing page specifically designed for the exact pipe cutter they have expressed interested in.
However, if ABC Tools makes the mistake of sending customers to their general homepage, they risk losing their customer altogether if they get lost in a sea of information about all their tools, not just pipe cutters. This can confuse and frustrate customers who have already self-identified their interest in a specific product. They may not be willing or able to search on their own to find the information they need to move further along their journey.
To avoid this confusion and maximize leads, a separate landing page for each type of pipe cutter ABC Tools offers should be created and each ad or link should direct the visitor to the appropriate page.
To make a great landing page, put a clear, compelling headline at the top. Then, write a short but exciting message explaining how your product will solve a problem for the customer and how it will improve their day-to-day experience. Keep the page simple, clean and easy to understand.
Don’t put too much unnecessary information or links out that might distract them. Make sure there’s a big noticeable CTA button that stands out, so they will know what to do next. And try to focus only on one single product on each landing page. Even if you have many different products, create a separate landing page for each one.
Neglecting Email Marketing
Neglecting email marketing is a significant lead generation blunder among many B2B firms, particularly in the manufacturing and industrial segments.
Email is a key tool for engaging potential clients, yet many businesses sideline it in favor of newer, seemingly shinier tactics. However, email campaigns are still one of the most effective marketing tools available because they offer personalized interactions, nurturing leads through tailored content.
By overlooking this channel, B2B companies miss out on cultivating relationships and staying top-of-mind with prospects. Effective email strategies, including segmentation and targeted messaging, can drive conversions and bolster brand loyalty.
Not Using Compelling CTAs
Having great content and a well-designed landing page is only part of the equation for successful lead generation.
Without a compelling Call to Action (CTA), your efforts might fall flat. In today’s competitive landscape, where numerous organizations vie for attention, a strong CTA becomes essential. Whether it’s in blog posts, paid ads, newsletters, or landing pages, a clear and enticing CTA directs potential leads on what to do next—whether it’s downloading an eBook or filling out a sign-up form.
Shockingly, nearly 70% of B2B websites lack a powerful CTA, potentially driving prospects straight into the arms of competitors. The solution is simple: incorporate attractive and engaging CTAs in all your content.
Avoid generic phrases like “click here” or “submit,” and instead craft value-based CTAs that prompt action and inspire engagement from your audience.
Not Establishing Credibility
Establishing trust and credibility is crucial for B2B companies in the lead generation process.
Without a solid reputation, potential leads may be hesitant to engage with your brand due to questionable sales tactics or a lack of brand presence. Building brand credibility is a gradual process, essential for long-term business relationships.
Combining lead-generation efforts with brand-building activities is crucial.
Here’s how you can do it—
- Sending regular emails updating customers on products or services
- Offering live, human discovery calls to strengthen relationships and foster admiration, appreciation, and commitment.
- Ensuring you’re available to customers on all platforms so they know they can reach you whenever they encounter an issue.
- Establish trust with other B2B companies in your network.
Inappropriate Lead Follow-Up
Many manufacturers focus so much on acquiring new leads that they overlook the ones already in their pipeline. Keep in mind that customers expect prompt replies, and delays could cost valuable leads.
The solution lies in consistent and timely follow-ups.
Train your team to focus on follow-up activities so that no leads are missed. Regular communication helps keep your brand remembered and builds stronger relationships with potential clients. You can also use appropriately vetted marketing and sales tools to streamline the process.
Don’t Let These Mistakes Cost Your Leads!
Lead generation is a crucial activity for B2B industries, often consuming a large portion of their marketing budget. However, performance is lackluster, this can be a significant setback. By implementing the best practices outlined above, companies can tackle these challenges effectively. With a proactive approach, you’ll see a notable increase in the quality of leads and enjoy higher conversion rates.
If you need assistance with your lead generation efforts, our team is here to help with our specialized B2B marketing coaching and targeted services. Let’s work together to elevate your lead generation strategies and drive business success.
Schedule a free strategy call now!
