Internet marketing in manufacturing industry wins customers

The factory orders are insufficient, the market is sluggish, and the development is blocked. The enterprise will think about it Organizational management 、 Product system 、 Production workshop 、 Financial expenses 、 Sales assessment And other problems, but neglected to solve them in Internet Marketing Problems in.

The development of manufacturing industry in the post epidemic era will not repeat the old way. The competition around manufacturing industry is not only Enterprise scale 、 production efficiency 、 Price performance ratio 、 Service support 、 Customer PR 、 Supply chain The competition of Internet Marketing Competition.

NamNet looks forward to communicating with you: 189-0733-7671 (Same WeChat account)

Current status of customers in Internet marketing of manufacturing industry

80%

Confused period

80% The customer acquisition system led by the boss, acquaintances and offline public relations has never been tried in Internet marketing.

18%

Exploration period

18% % of manufacturing enterprises have initially established an Internet marketing customer acquisition system, but the effect of Internet marketing is getting worse and worse, and there has been no breakthrough in Internet marketing customer acquisition.

2%

mature period

2% Our manufacturing enterprises already have a mature Internet marketing customer acquisition system, which makes Internet marketing customer acquisition a powerful tool for steady growth of orders and accelerated development of enterprises.

Characteristics of Internet marketing in manufacturing industry

Core theory of customer acquisition in manufacturing Internet marketing

Core theory I: long-term doctrine

Invest time and belief in things that can produce long-term value, and try to learn the most efficient way of thinking and implementation standards

There are many factors and a long cycle for the transaction of industrial products

The marketing and final transaction cycle of manufacturing industry is longer than that of consumer goods, which often requires The process of repeated communication, inspection and price comparison is also relatively complicated. Therefore, in the long process of mutual understanding and communication, we need to constantly guide customers with professionalism, provide answers to technical understanding, engineering details, quality control and other aspects, and eliminate customers' worries about product stability and reliability.

Dealing with industrial products should first solve the problem of trust

The amount involved in manufacturing product transactions is often large, and customers' decisions are obviously more rational and prudent than consumer goods. Therefore, it is often inseparable from full trust to enable customers to make a final decision. Through different channels, let customers Gradually build up the overall understanding of the brand from a little bit of fragmented information, and gradually accumulate trust And ultimately affect customers' clearer and faster decisions.

Core theory II: accurate flow

Accurate traffic is intended customers. For manufacturing enterprises, where the customer base is, our content should be located

Free content diversion (SEO)

In short, it is to publish product related content (raw materials, processes, technologies, models, prices, videos, materials, services, solutions, and application cases) on the enterprise website. Users search the corresponding keywords to see the content sent by the enterprise, generate interest, and then get in touch. Mainly focus on the following aspects: title and description, image ALT tag, H1, website speed, user-friendly navigation (i.e. bread crumbs, site maps, etc.), internal links, etc.

Advantages: stable flow, low operating threshold
Disadvantages: slow traffic growth and high long-term cost

Applicable enterprises: have website editors and the ability to continuously output content

Paid search diversion (SEM)

The most important promotion and drainage method for manufacturing enterprises. Paid search drainage is based on the keywords actively searched by customers to display the promotion content of enterprises in multiple styles, which can quickly achieve accurate customer acquisition.

Advantages: accurate flow and high promotion efficiency
Disadvantages: traffic has costs

Applicable enterprises: professional promotion bidding personnel and deep understanding of customer groups

Core theory 3: data analysis

Through long-term Internet marketing, enterprises can obtain the following data: keywords, presentation, click, click rate, number of consultations, single consultation cost, consultation conversion rate, etc

What is the role of marketing data

For enterprises, these are very valuable marketing data assets. In addition, they can help enterprises clearly recognize the problems in each link in Baidu promotion, so as to optimize and adjust to bring about growth.  
More importantly, it has important reference and guidance value for enterprises to promote on platforms such as Tiaoyin, Zhihu, Toutiao, Weibo, WeChat, etc

Successful Cases of Internet Marketing in Manufacturing Industry

Zhixinhang Hardware&Electromechanical, SEM quickly launched marketing and won customers

Project Introduction

Suzhou Zhixinhang Hardware&Electromechanical Co., Ltd. is located in Suzhou, Jiangsu Province. Its main products are roller guide rail and V-shaped guide rail.

Customer problems

1. There are Alibaba stores and no one answers, but Alibaba has no traffic and no consultation.
2. There is no way to get customers through other online channels.

Solution

1. By analyzing the product positioning and profit model of Zhixinhang, it is determined that the company should target high-end customers. Alibaba's overall traffic is relatively low-end, so it is not recommended to make great efforts to operate.
2. Baidu is the preferred channel for high-end B2B marketing to win customers, and build a set of SEM strategies to widely match low bid traffic and accurately match high bid traffic.
3. To bid for Baidu and undertake accurate traffic in the industry, first of all, there must be an official website targeting high-end customers.

Feedback effect

1. Baidu received more than 1500 customer leads through keyword advertising.
2. More than 1500 Baidu customer leads were converted into orders, and the sales volume reached 65 million yuan.

Zoomlion Pump, SEO+SEM has been marketing for 10 years

Project Introduction

Changsha Zoomlion Pump Co., Ltd. is located in Changsha, Hunan. Its main products are centrifugal pumps and self balancing multistage pumps.

Customer problems

1. The offline salesperson is limited, business expansion is slow, and online marketing is urgently needed.
2. Many online peer websites have occupied the traffic port, and the online traffic competition is fierce, so it is urgent to establish a long-term marketing customer acquisition plan.

Solution

1. By analyzing the internal personnel organization of Zoomlion Pump, the enterprise needs to quickly establish an online marketing department with at least 3 personnel.
2. Develop a long-term and efficient website optimization plan.
3. Build a marketing website 3 years ahead of its peers and launch Baidu bidding.

Feedback effect

1. Through Baidu SEM+SEO, Baidu has won more than 3000 annual customer leads.
2. Zoomlion Pump's online marketing has reached the top of the industry.

Manufacturing Internet Marketing Practice

Structure chart of manufacturing enterprise website

Website structure design is the core and foundation of visual design, and the order from the whole to the part and back to the whole is very important.

Different from traditional websites, we have created two special pages of "solutions" and "service support" to highlight the core competitiveness and services of enterprises.

Through the in-depth excavation of "application fields", "application scenarios" and "application cases", the summary and precipitation fully demonstrate the technology, production and quality control of the enterprise, and enhance the customer's sense of trust.

Through the detailed explanation of "scheme design", "pre-sales and after-sales", "model selection guide" and "factory inspection", the service ability of the enterprise was fully demonstrated, and the customer's worries were eliminated.

Image and text creation of rationality+sensibility

Users' behavior decisions are jointly led and determined by rationality and sensibility

  • Image and text creation of rationality+sensibility
  • Image and text creation of rationality+sensibility
  • Image and text creation of rationality+sensibility
  • Image and text creation of rationality+sensibility

Rational picture

The display of product+testing process, the product and quality can best reflect the product characteristics and selling points, and the multi-dimensional display of the characteristics and advantages of different products and testing equipment can directly bring potential customers to the plant and workshop.
The office environment of workshops and business personnel can well show the daily and working processes of the enterprise, and show the professional image of enterprise planning and standardization.

Emotional pictures

In different sections of the website, we have deliberately placed some pictures to show employees' concentration, confidence and smile. These pictures must touch the emotional things in the minds of visitors, and good feelings arise spontaneously.

Rational copywriting

The stereotyped slogan style copywriting is easy to be ignored by users, so we have refined it many times to write more accurate and industrial style copywriting to capture users' interests.

Perceptual copywriting

In manufacturing marketing, emotional copy can poke the softest part of the customer's heart, trigger emotional resonance, and greatly enhance the enterprise's sense of trust.

SEO+SEM Promotion Practice

Build keyword thesaurus around product+product attributes (model, parameter, manufacturer, price, region, picture, video, data), create new content, and place advertisements

What's the use of key words

A good key vocabulary can help us select keywords with conversion rate, main keywords, long tail words, brand building words, etc. from the key vocabulary. The key word bank makes the goal of the website more specific and easy to use. It will not blindly know what to write, and can clarify the direction of optimization.

How to do a good job in obtaining customers through Internet marketing in manufacturing industry

A marketing scheme leading the industry for 5 years

1+N marketing scheme of the whole network, 1 represents the company's official website, the company's own domain name, and the website built on its own server. N represents the integration of N promotion channels, methods and resources, and ultimately seeks and establishes a set of Internet marketing customer acquisition system suitable for oneself. Realize standardization, process and data of promotion scheme.

A high-end enterprise website that has been ahead of its competitors for three years

Reorganize product types from the perspective of users, dig out characteristic products, highlight product processes, and create market advantages; At the same time, deploy online transformation elements, improve the conversion rate of clues, and promote business transactions.

The enterprise team forms a unified marketing execution system

For Internet marketing to attract customers, enterprises need to attach importance to results and implementation, but more importantly, they need to get through from the thinking level, restrict from the institutional level, and form a set of action system from top to bottom. The boss needs to build from the height of strategic thinking and top-level design to gradually sink into team awareness and strength literacy.

Marketing is only a means to gain customers, and performance growth is the purpose

If you agree with our concept of obtaining customers through Internet marketing in the manufacturing industry and just have the demand related to obtaining customers through Internet marketing, you can talk with us.

If you want to set up your own Internet marketing customer acquisition team in the future, we are also very happy to provide more methods and suggestions, so that your entire marketing promotion team can be set up faster and more efficiently.

NamNet looks forward to communicating with you: 189-0733-7671 (Same WeChat account)

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