When it comes to growing your material handling business, digital marketing can set your company apart, capture quality leads, and keep your sales pipeline full.


 

Highlights:

  • Material handling is extremely competitive and faces challenges like rising interest rates, trade policies that are increasingly inhospitable, and a scarcity of skilled labor, among others.
  • Blog posts, e-books, tip sheets, guides, case studies, videos, and other forms of content go a long way toward attracting prospects to your digital assets.
  • Arming your sales rep with targeted content to share with prospects during specific moments of the purchasing process advances their reputation as a knowledge source.

Last year, the MAPI Foundation predicted an average of 2.8% growth in manufacturing over the next three years, as well as an increase in capital equipment expenditure by over twice that. For makers of material handling equipment like conveyers, lift-trucks, and handling structures, MAPI’s forecast is good news.

As with all aspects of the supply chain industry, material handling is extremely competitive and faces challenges like rising interest rates, trade policies that are increasingly inhospitable, and a scarcity of skilled labor, among others.

For your business to participate in the forecasted global growth, your best bet is a sales funnel that’s consistently filled with quality prospects. But how do you make that happen?

Here’s where content marketing can help.

Digital marketing keeps you visible to your highest quality prospects

In the fiercely competitive material handling landscape, in which potential customers have a wide array of options, marketers face the challenge of visibility within the industry. Setting your business apart from your competition is obviously crucial to cultivating and captivating leads.

Blog posts, e-books, tip sheets, guides, case studies, videos — all these forms of content go a long way toward attracting prospects to your digital assets, building trust, growing your reputation, and, ultimately, converting leads. Click To Tweet

Perhaps your best strategy for achieving this kind of visibility is content. Blog posts, e-books, tip sheets, guides, case studies, videos — all these forms of content go a long way toward attracting prospects to your digital assets, building trust, growing your reputation, and, ultimately, converting leads.

Generating leads with content

A content-rich site has great advantages in terms of SEO (for more on this, check out our four-part series on writing for SEO), which is key to visibility. Creating quality content and structuring your site effectively will help capture leads. As developing and sharing content attracts prospects to your site, effective calls-to-action (CTAs) drive prospects to share their contact information in exchange for information that has value for them.

Keep in mind when planning and creating your content that your goal is not to push your products — a mistake many material handling marketers make. Instead, use your content to demonstrate to prospects that you have a deep understanding of their business and the unique needs and challenges they face. Offer useful information for each stage of the buyer’s journey. Remember, the most valuable asset you have to offer is your knowledge and expertise.

Align content with sales

Keeping your sales pipeline full is your goal when it comes to competing in the material handling marketplace. Arming your sales rep with targeted content to share with prospects during specific moments of the purchasing process advances their reputation as a knowledge source. That can be the key to getting a foot in the door, advancing through the final stages of a purchasers’ decision, or closing the deal.

When digital marketing and sales work together, you’ll see the results hit your bottom line. Curating and creating great content will generate quality leads for your company. And it also empowers your sales force to build relationships with potential customers — and close the sale.

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