What roles should an industrial website play today? Some answers...
A website to generate business, even in industry!
Because it can become a growth channel in its own right, generating incoming demand! Digital technology is becoming increasingly important in B2B, particularly in industry.
- 80% of interactions in the B2B purchasing process are now digital (Accenture 2020)
- 45% of manufacturers obtain leads through organic traffic (IS 2019 Manufacturing Survey)
- 58% of B2B customers want a personalized digital experience (Statista 2021)
Today, settling for a simple showcase website is equivalent to depriving yourself of part of your revenue. A well-designed website that is regularly updated with value-added content will enable you to generate numerous incoming requests. It also helps buyers in their decision-making process (which they increasingly carry out on their own, by conducting research on the web).
A website to showcase your industrial expertise!
Because a website allows you to showcase your expertise, your references, and your unique selling points, thereby strengthening your brand.
Your targets have different sensitivities and will not be attracted or convinced by the same arguments. Whether through pages tailored to specific customer types, pages focused on "needs" or "products/services," you have the opportunity to showcase your expertise (and interpersonal skills) in many ways to maximize your chances of success.
The variety of content that can be promoted is also interesting. Videos, for example, are very popular in the industry. Virtual tours of your workshops, interviews with experts, demonstrations of manufacturing processes... The possibilities are endless.
- In the manufacturing industry, video ranks third in digital marketing efforts, behind social media and email campaigns (source: IS 2019 Manufacturing Survey).
A website to strengthen your employer brand, which is strategic in the industry!
Because your website can significantly improve your employer brand (and finally attract those rare gems!).
Having a modern image and maintaining a well-designed recruitment page are excellent ways to create a positive first impression. The majority of candidates, especially younger generations, now use the internet to find out about a company. Being able to showcase your CSR efforts, offer attractive and distinctive content, publish news related to company life, etc. can only improve your reputation as an employer.
- 83% of hires start with an online search about a company (source: Parlons RH)
A website to ensure a secure future for your SME
Because not having a high-performance website today means you won't exist tomorrow (and we're hardly exaggerating...).
No need to spell it out for you: digital technology is unavoidable in 2021 and will become increasingly so in the coming years. To ensure sustainable growth, it is essential to work on your digital presence (even beyond your website). Not convinced? Here are some statistics (Source: IS 2019 Manufacturing Survey):
- In 2019, 53% of manufacturers had already noticed a decline in lead generation at trade shows over the previous few years.
- 56% of manufacturers generate leads from their website
- 27% of manufacturers convert between 6% and 20% of leads from their website.
To discuss your web strategy, schedule an appointment with the MITI team!
