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Inbound Marketing Blog

LinkedIn: Crap For Enquiries? Not For This Fire & Security Company

"LinkedIn's crap," a Fire & Security director told me. "It takes all day and doesn't result in any worthwhile enquiries!"

Are you feeling the same frustration?

But why is that?

Nurturing Leads To Feed Your Sales

Bingo! You've put in the hard yards and your Marketing Machine is working.

Your blog posts are bringing in FREE traffic from Google. Your website is starting to produce leads, people are signing up for your downloads and all is well with the world. But...

What next? What to do with these shiny new website leads?

Well here are three ways to make sure all that hard marketing does not go to waste. Feed your sales by nurturing leads! Make the most of these people who are genuinely interested in your products or services.

Generating sales leads - without these 3 things your website will fail!


One of the main reasons for investing in a website in the first place is for it to generate sales leads or enquiries. Without a steady stream of leads, businesses of any size will struggle to grow. Even the best sales team with the most effective sales tactics will fail without leads.

Manufacturing Sales – Fear, Ignorance & CRMs

Hubspot's State of Inbound 2015 data highlighted a couple of interesting stats relating to salesmen, spreadsheets and technology.  

Unsuccessful sales teams are 2x more likely to use Excel, Outlook or Physical files to store lead and customer data

Along with:

46% of Salespeople Store Lead & Customer Data in Physical Files

Sadly, not a lot has changed in the last two years with manufacturers and fire & security sales teams still relying on spreadsheets and post-it notes or, even worse, keeping the data in their heads!

Why Manufacturers Don't Use a CRM

The Importance of Networking for B2B Sales

Many sales people rely on their website to generate the leads for them to call.  

A potential customer arrives on the site via a Google search and either calls or emails them using the information on the website. Alternatively, the visitor may complete a contact form on the website.  

All of these contacts result in the sales person speaking to the enquiror on the telephone to arrange a sales visit.

These enquiries are all warm leads who are contacting you because they are already interested in your product or service.  They are in the 3% of your target market who are actively looking to buy.

Prospecting for customers who are not yet ready to buy

But what about the remaining 67%? Those people who need your products or services but don't know that you supply them or those who would buy your products or services if they actually knew that they needed them.  That's where prospecting comes in.

Better Call Saul Demonstrates A Fabulous Buyer Persona Example

We are always banging on about having a complete Buyer Persona to get the best effect from your Inbound Marketing.

Why your business needs a Buyer Persona

Inbound Marketers are always banging on about the importance of a company's  Buyer Persona and yet, if you ask most business owners who they want to appeal to, they will almost always say EVERYONE!

The problem is that by trying to appeal to EVERYONE, you invariably end up pleasing NO ONE. Being specific makes marketing much easier because you can target the pain points and behaviours of your ideal customer - the person who is most likely to want your product or service.

So, what is a buyer persona?

How To Get Introduced To Your Target Customers On LinkedIn

If you have a profile still on the old version of the platform, scroll down to the section marked 2016 in red. If you have the new 2017 version, read on!

Why Your Static Brochure Website Is Failing Your Manufacturing Business

To start, let's define a Static Brochure Website.

These websites contain nothing more than a list of products or services provided by the manufacturer. There may be contact information and an 'About Us' section, but apart from that there's no real substance to the website.

Unfortunately, most manufacturing websites fall into this category. 

You may be wondering what the problem is with your website listing your services, people go there to see what you do don't they?

Err, no. 

Is Your Website Working For Your Business?


A couple of people from the manufacturing sector have asked questions on LinkedIn about what people think of their new website.

The responses from their connections were all very positive about the look and feel - except for mine which was "Do you have Google Analytics on there?"  

In both cases, although the owner of the website said yes, I could see no Google Analytics tracking code showing in the source code of either site.

Ah, Jo, I hear you cry, I don't want to be bothering with all that stuff. And my response would be But you have just spent a fortune on a website, why would you not want to know that it was working to help you achieve your business goals?

No analytics means no data.  No data means you have no idea how many visitors are coming to the site.  

Change the way you view your website and turn it into a 24/7 marketing tool for your business that doesn't need a pension or take holidays.  Read on to find out what you need to be measuring.


How do you know if your website is working?

The thing is, it's not all about look and feel - although that is still important.  There are actually 5 Key Performance Indicators (KPIs) which will give you the answers you need to see if your website is working for your business.  These should be monitored carefully.