As a leading Inbound Marketing agency in Wisconsin, our team has new discussions daily with prospective clients intrigued by what Inbound Marketing could do for their business, within their specific industry. One of those niche industries we’re immersed in within our great state of Wisconsin is specialty manufacturing.
With such a wide array of specialized products being produced, many of these specialty manufacturers struggle to wrap their heads around how certain disciplines of Inbound Marketing (blogging, social media, advanced content downloads for lead capturing, etc.) can be applied to the products they manufacture as a company. This is when we typically offer up some relevant examples of other companies within their industry who are rocking Inbound Marketing.
If this is where your company struggles with Inbound Marketing, here’s a look at 3 inspiring examples of specialty manufacturers who are leveraging the power of Inbound Marketing.
1. Mercer International Inc.
As a manufacturer of high-performance Oil/Water Separators, Mercer International has clearly embraced Inbound Marketing, which is apparent the moment you visit their website. Their home page alone is stocked with two downloadable content offers, a video presentation and an on-demand webinar. In addition, their blog is clearly visible in their site navigation and their social media accounts are accessible throughout the site as well.
Here’s a preview of the landing pages for their featured whitepaper download. The landing page instantly makes a statement with prominent graphics and a preview of the download, and clearly articulates what you’re getting.
HydraForce is a great example of a manufacturer who makes highly specialized products – high performance hydraulic cartridge valves and electro-hydraulic control systems – yet has embraced the power of blogging on topics in this manufacturing niche. Their blog is dedicated to providing hydraulic tips, techniques and news, and allows their team to demonstrate their expertise while benefiting their SEO performance with the use of fresh and keyword-rich content with internal links to various pages of their website.
They also utilize prominent call-to-action (CTA) graphics in the right column of their blog to direct visitors to targeted landing pages where they can convert visitors into leads.
Another great example of a manufacturer who offers a unique product and variety of services, and that’s leveraging Inbound Marketing, is Biocoat — a developer of biomaterial coatings for medical devices. Their website offers informational videos, a stocked library of downloadable resources, robust blog and webinar opportunities as shown below; all designed to attract relevant prospects who are searching for a solution that their company can support.
These are only a handful of examples of the possibilities Inbound Marketing offers for specialty manufacturers, but it proves no matter how niche or specialized your products may be, an Inbound Marketing strategy can be implemented to improve online search performance and attract and convert qualified leads through your website.
To learn more about the disciplines of Inbound Marketing and how to get started, download our free Step-by-Step Guide to Inbound Marketing.