Common Misconceptions About B2B and Manufacturing Websites

It may be difficult to imagine the impact of digital marketing–using online channels and technologies to market your product or service–for an industry like manufacturing or B2B companies. But no matter what you’re selling, you need online visibility and brand awareness. 

You’ve heard us insist that as a manufacturer or B2B provider, it’s necessary to stay relevant with your online presence: 67% of the buyer’s journey happens online, Generation Z is taking up larger portions of the workforce, and awareness of a company is the first step in the decision-making process. 

You’re convinced that you need a website, and maybe even a Facebook profile. But you’re still unsure that you need all of the bells and whistles 50 Marketing loves to show off.

Let’s take a deep dive into common misconceptions we’ve observed about investing in a website in the manufacturing industry, and the stats that show our most-used tactics truly pay off.

The impact of digital marketing on B2B business success is undeniable: 

• After referrals, email marketing, search engine optimization (SEO), and social media were reported as the top sources of B2B sales and marketing leads in 2021 (Sagefrog).
• 62% of Sagefrog respondents saw ROI from paid social media. 
• 60% of business decision-makers say they use company content to make product decisions (WebFX).

What’s important to remember is that it will look much different as the buying process for a B2B company is much more complex than B2C. With B2B marketing, it’s much more important to build relationships with consumers (to create brand loyalty), demonstrate expertise in your field, and understand that you’re selling to a representative of your buyer, not an individual buying for their personal life (B2B Digital Marketers). 

For more examples of success with digital marketing for B2B companies, take a look at our own case studies: measurable results of straightforward, yet customized digital marketing plans. 

• Brechbuhler Scales
• Trans-mix
• Ascenso Tires

User experience plays a large role in the time spent on your website, the response to your messaging, and the likelihood of a returning visitor. A few elements that determine the success of your website include:

• The usability - is it intuitive to use? Does it answer the visitor’s questions? 
• The adaptability - can it perform properly on different devices? 52% of customers are less likely to engage with a company due to a bad mobile experience. 
• The navigation - can a visitor find what they’re looking for? Do they get lost while browsing? 
• The design - is it attractive and engaging to view? Are there distracting colors or details? Is it demonstrative of your brand? The first impression of your website is 94% design-related. 
• The accuracy - is the material recent and updated? Are visitors sure that the information is trustworthy?

86% of buyers will pay more for a better customer experience, while 39% of people will leave a website if features take too long to load (which is expected to be two seconds or less) (SuperOffice, HubSpot). 

Today’s internet-driven market requires that we continue optimizing for each of these elements, and more: if your website doesn’t present clear, up-to-date information in an engaging manner, it’s much less likely to make a lasting impact on a potential buyer.

71% of B2B researchers begin their process with a search engine, according to data from Google (Snyder, Hilal). 

In 2023, Chitika released updated data from previous studies that showed that the first Google search result receives 34% of the organic traffic (Poll the People). In fact, the first position is worth the amount of traffic that positions 2-5 receive combined. 

Buyers are searching for your product or service–but the chance that they find your website is low until you invest in SEO practices. 

What does SEO do? SEO improves your site’s ability for users to find you through search engines like Google. It involves optimizing your website through keyword use and custom content, increasing page speed, and more. It’s the process of ensuring the search engines are noticing your content as a valuable search result for the consumer to see. SEO makes your new and improved, beautiful and intuitive website discoverable.

We’ve all seen the incredible impact social media has had on consumerism and branding. Social media platforms are now hosting online shopping, and companies are basically unnoticed without a social media presence as Gen Z continues to choose online shopping over offline. But has this had any impact on B2B buying? 

With 72% of Americans using social media and 75% of B2B buyers using social media when making a purchase, it’s safe to say that engaging with social media can greatly increase sales (Pew Research, LinkedIn). Whether you decide to produce social media content, create an online personality for your CEO, or use social media advertisements for target audiences, it’s a worthwhile investment in the digital age. Our eyes have moved from newspapers and billboards to screens and devices–and our marketing has to follow. Social media marketing will create brand awareness and drive more traffic to your website, so you don’t have to rely solely on search engine results.

It’s true that overhauling a website can require a large investment of time and effort. Whether you need guidance for a social media campaign or you’re ready to consider a complete website transformation, 50 Marketing is here to help you increase your online presence and achieve the resulting growth. Schedule a call with us today.