5 critical steps to finding qualified business leads

1370 NW 114th Street, Suite 300 | Des Moines, IA 50325 | 515.225.0920 | spindustry.com
5 Critical Steps for Manufacturers to
Find More Qualified Business Leads
DRIVING SALES
GENERATING LEADS
BUILDING CONNECTIONS

In search of new, high-
quality business leads?
As a growing manufacturer or
distributor, you should be constantly
seeking new leads. Generating quality
leads may drive sales directly with end
consumers of your products, or you can
share these leads with your dealers,
reps or other sales channel partners.
Spindustry | 1370 NW 114th Street, Suite 300 | Des Moines, IA 50325 | 515.225.0920 | spindustry.com 2

If you’re looking for a modern
approach to finding people and
organizations that need your
products and services, you’ll enjoy
the ideas in this presentation.
Follow these recommendations
consistently over a period of time
and you’ll get more leads.
3
In search of new, high-
quality business leads?
Spindustry | 1370 NW 114th Street, Suite 300 | Des Moines, IA 50325 | 515.225.0920 | spindustry.com

Step 1: Optimize your website – ALL THE TIME
10/16/2017
Confidentiality Notice: This document contains confidential information for use only by the intended recipients.
Spindustry | 1370 NW 114th St #300 | Des Moines, IA 50325 | 515.225.0920 | spindustry.com 4

• Your company website is the universal gateway to your business.
• If the major search engines, like Google, are not ranking your site
well, prospective buyers may not find your business.
5Spindustry | 1370 NW 114th Street, Suite 300 | Des Moines, IA 50325 | 515.225.0920 | spindustry.com

• Google, Bing and Yahoo change the way they index websites all the
time. To rank well, you need to have relevant content that uses the
words and phrases that buyers of your products and services use.
Drop the industry jargon.
• If your competitors are optimizing their websites and your company is
not, you’re going to lose business.

Step 2: Create content your buyers want
10/16/2017

• Share educational content that is interesting to your buyers.
• Don’t be shy about comparing your products with competing
products—and it’s okay if sometimes the another company’s
product is a better fit.

• Have content that addresses common questions throughout the
process of education, product selection, purchasing and after-sale
maintenance and service.
• Content should include a mix of web articles, blogs, case studies,
research reports, reviews, videos, whitepapers and more.
• Make it easy for people to share your content with others.

Step 3: Have at least one clear Call-to-Action
10/16/2017

• Due to search engines, any website page can be the first page a
visitor sees. Make it easy for visitors to find what they need.
• Have at least one clear call-to-action on every page of your
website—a contact us form, whitepaper download (always get some
contact info before you deliver), e-newsletter registration, etc.

• Get your site properly tagged so you can track how visitors are using
your website and ideally automate a series of follow-ups with those
who have shown interest in your company.
• Don’t overwhelm your visitors with too many calls-to-action. Stick to
1-2 per page.

Step 4: Tailored emails are powerful triggers
10/16/2017

Step 4: Tailored emails are powerful triggers
• Email is still a very powerful way to communicate with prospects—
most business professionals will at least scan every email they
receive.
• If you group your digital audiences well, you can customize the
content you send them to be extremely relevant. This is where your
business can nurture passive readers into becoming leads.
• Don’t be too aggressive or salesy. Give people interesting information
and when they’re ready, they’ll reach out.

Step 5: Run a well-designed paid search program
10/16/2017

• There’s a reason Google stock is booming—paid search works!
• It’s hard for most companies to show up on page one of search
engine results—but with paid search, your company can show up in
top results as soon and as often as desired.

• Your company can show up in search results when someone
searches your competitor’s name and products—that’s a great way
to attract new leads.
• Doing paid search well is very complicated. Hire an experienced
expert for your own team or engage a firm that really knows what
they’re doing.

Key Takeaways
10/16/2017

Key Takeaways
• Step 1: Optimize your website – ALL THE TIME
• Step 2: Create content your buyers want
• Step 3: Have at least one clear Call-to-Action
• Step 4: Tailored emails are powerful triggers
• Step 5: Run a well-designed paid search program

Good luck with finding more quality business leads! If you have
questions, our team loves to help. Contact me with questions or to
learn how we can help your company generate more high quality leads.
Stephen Fry | President | Spindustry | spindustry.com | sfry@Spindustry.com | 515.225.0920
DRIVING SALES
GENERATING LEADS
BUILDING CONNECTIONS

5 critical steps to finding qualified business leads

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