Manufacturing is one of the top industries driving the U.S. economy, responsible for 11.39 percent of total output in 2019.
As established companies in the industry expand their reach and new companies emerge, the need to establish thought leadership is more important than ever. How can you lead the way? It's simple—start a manufacturing blog.
Why Start a Manufacturing Blog?
Although information is in the hands of your customers, they’re still looking to you as the expert source. By building a blogging strategy around topics your ideal customers are interested in, you can establish thought leadership while reaping many additional benefits.
Here are five benefits of starting a manufacturing blog to help you start driving more traffic to your company’s website and generating leads.
1. Brand Awareness
One goal that many companies aim for is building brand awareness. How might a manufacturing company do this? By offering free content.
Blogging is a great way to share your team’s expertise and help website visitors find the information they’re looking for. And by being both conversational and educational on your blog, you can speak to people in a way that humanizes your brand. The result is increased awareness and—you guessed it—thought leadership in the manufacturing industry.
2. Relationship Building
Blogging will help you build relationships with potential and existing customers. Keeping visitors (and customers) engaged is important—and even more important is meeting them at whichever stage of the Buyer’s Journey they’re in.
Many visitors that land on your website won’t be ready to purchase right away. They’re simply looking for information to guide them in making the right decision. That decision might be which product to purchase or which manufacturer to partner with, among a variety of other decisions.
A blog not only showcases your expertise but it also helps you build trust with potential and existing customers. Adding a comments section to each post also gives visitors an opportunity to engage with your company.
3. Boosted Search Engine Visibility
In 2018, TechClient found businesses that blog have a 434 percent higher chance of ranking on search engines. That means, if you’re targeting the right keywords, your company’s website has a better chance of showing up in the results. This leads to the next benefit...
4. Increased Website Traffic
Blogging directly affects organic traffic, which is earned traffic (not paid). If you’re showing up in search results more frequently, chances are, you’ll start seeing increased website traffic from your manufacturing blog.
When we started working with APP Manufacturing in May 2019, they were generating approximately 625 sessions from organic search per month. We increased the amount of blogs published on a monthly basis and started targeting more strategic keywords. In December 2019, APP generated 3,166 sessions from organic search—a 406 percent increase.
The chart above demonstrates that, with the right strategic approach, blogging can have a direct impact on how many people visit your website.
5. Lead Generation
Blogging doesn’t directly impact lead generation, but it provides another channel through which you have the opportunity to convert website visitors into leads.
Think about it this way: One of your potential customers is writing a request for quotation (RFQ) for the first time and he is looking for some guidance. He stumbles across your blog, “5 Things to Include in Your RFQ.” When he finishes the blog, he’s called to download the “RFQ Checklist.” There are two reasons why his chances of downloading that offer are high: one, because the blog is targeted to his specific problem and, two, because the next step is directly in line with what he’s trying to accomplish.
Thanks to this blog, you have a satisfied visitor and a new lead in your database.
Ready, Set, Strategize
These are just a few of the many benefits of starting a blog. Consider getting on board and remember these two important takeaways:
1. Don’t just blog to blog—make sure there’s a strategy behind it. Think about who your ideal customers are, what keywords they’re searching for, and what topics they’re interested in.
2. Understand that you won’t see results overnight. It typically takes anywhere from three to six months for blogs to gain traction from search engines. Keep posting at a consistent frequency (we recommend at least four times per month) and you’ll see the difference a few months down the road.
If you’re looking for ideas on how to get started, check out these top 30 manufacturing blogs for inspiration—and take the first step toward increasing brand awareness, trust, search engine visibility, and website traffic.
About the author
Aubreigh Blair is a Sr. Director of Revenue Operations and Planning for SmartBug. After being introduced to HubSpot in 2014, she began implementing the inbound methodology for both B2B and B2C clients. Aubreigh has experience in a variety of industries including SaaS, financial services, manufacturing, automotive, healthcare, and senior living. Today, she strategizes and implements operational efficiencies to align internal teams, with the ultimate goal of driving revenue growth. Read more articles by Aubreigh Blair.
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