How To Generate Leads With Internet (B2B) Marketing? 4 Strategic Tips

From Scratch To Launch

17 August 2020

“You Have To Get People’s Commitment” If You Want Your Company To Stay On Top

17 August 2020

Published by on 17 August 2020

4 Strategic Tips To Succeed In The Online World

Create a website, which is a content hub
Your website should be nothing like “Come here. This is my product. Are you buying?”. In our times where nothing on the market is new anymore, it is hard to surprise a customer or a prospect with an amazing product. Let alone if we are talking about B2B where – as we mentioned before – there are many opinions coming into play before the close of the deal.
What you should have on your website is useful for your customer information. (By the way, this is also something for the B2C businesses). The content that you have on your website should be answering questions, such as “Why do we sell/make these certain products?”, “What do we believe in?”, “How do we make them?” etc. In this way, it is easier to create a unique selling point (USP).
So, make your content useful and creative via articles, e-books, corporate videos, team presentations, whitepapers, etc.

Make your customers identify themselves
In order to be able to perfectly target your content, it will be great to have some more information about your customers. How do you do that? By including a section with content which is accessible only after registration. (This is again a tip for B2C too) Usually with the B2B businesses, these will be their partners, retailers and other parties.
You can also hear the term ‘gated content’, which is basically content accessible only after providing more information about yourself. In this case, this information can include number of employees, position in the company, annual turnover, etc. This is a very smart strategy employed by many websites. Such a strategy will help you pinpoint your customer and easily create your buyer persona. And ones you can envision the person across, is it not going to be easier to offer the content they need?
In our case of industrial, or simply B2B, communication, the (gated) content provided should include things like video explanations of how the product works, manuals, visuals, any kind of material a retailer might need to promote your product, 3D visualisations, latest product and company updates, etc. Pay a lot of attention to the visuals and video content. These can make a very big difference in your professional look.

Generate leads from social media
As mentioned above, your website is your content HUB. This means more or less every channels should be leading to your website. And this is how you create leads.
Therefore, social media should be used for lead generation. Yes, but which of the many social networks available out there should you use? Well, with B2B this is much simple than with B2C. When it comes to industrials – even more! Industrials are not that open yet to social networks (according to the research made by Translas throughout businesses around the world). They mostly like to use LinkedIn and YouTube! These are the top two. They really like to see videos and almost all managers, sales representatives, directors, CEOs, etc. are findable on LinkedIn. Therefore, as a manager or sales representative, you should definitely extend your LinkedIn network and join various groups over there.
Another useful channel is Twitter. This channel is mainly used by those who are either very keen on social media (and are small companies) or those who can allow to hire staff or an agency to do their online/social media marketing.
What about Facebook? Yes, Facebook you can also use. However, in the B2B world Facebook is good for putting your name out there and getting closer to the end consumer and see what they like. This can also be useful in maybe developing your next product or just to see the reactions of the end user on your existing or newest products. But, then act like you are a person and not a business.

Use actively email marketing
This seems quite obvious, does not it? But do you do it the right way? Your email marketing can also generate leads to your website. The tailored content you have already created and placed on your website can be disseminated also through an e-newsletter sent out to your existing database. Show off with what you’ve got! There is always something you can write about. The only trick here is to make it both look and sound interesting.
To make it simple, this is how your strategy should look like:

This is, of course, oversimplification of the online marketing. As we said before, there are many things to consider, also referral traffic is very important (where leads come from other websites). Anyhow, it is a good base to understand the big picture.

Resources:

http://www.toptensocialmedia.com
http://www.marketing-schools.org
http://jordanleahy.wordpress.com/
http://core-el.com/

“Online marketing in the B2B Industrial business” by Lora Zayn, Bachelor research for the Utrecht University of Applied Sciences, the Netherlands, 2013

Health and Safety Concerns Associated with the Welding Process

Welding fumes contain vapours, a mixture of airborne gas by-products and fine particles. The composition of the mixture depends on the welding method and the products that are welded. The vapours and gases released during welding can lead to serious health problems. Short-term exposure can result in nausea, dizziness, or eye, nose and throat irritation. Prolonged exposure to welding fumes can lead to cancer of the lung, larynx and urinary tract, as well as nervous system and kidney damage. Certain gasses, such as helium, carbon dioxide and argon, displace oxygen and argon can pose suffocation risks, particularly in enclosed work areas.

The Translas 7XE Semi-Automatic Fume Extractor

Extraction at the source proves to be the safest and most effective solution to achieve a healthier work environment. The Translas 7XE Semi-Automatic Fume Extractor is a welding torch engineered to capture hazardous welding fumes directly at the source. The Translas fume extraction solution extracts up to 95% of the welding fumes directly at the source. When using the Translas 7XE in combination with the ClearO2 W-Series hi-vac units, the harmful welding fumes and individual particulates are no longer released directly into the air; they are captured immediately as generated.

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Link to videos:

Translas 7XE Fume Extractor welding guns and GULLCO Moggy® Automated Trackless Welding Carriage in action
Translas 7XE Fume Extractor welding gun on source fume extraction nozzle closeup

The Clear O2 W-Series Mobile Filtration Hi-Vac Units:

The ClearO2 mobile filtration units are designed to accompany the 7XE Semi-Automatic Fume Extractor torches and work efficiently in combination with the GULLCO KAT® or Moggy®.
The 7XE Semi-Automatic Fume Extractor and the ClearO2 hi-vac units offer powerful filtration with an efficiency > IFA 99.8%. The units are compact, lightweight and mobile, making it easy to change locations on the job.

About Translas – “Engineering the new standards by welders for welders”
Translas is a Dutch manufacturer of welding guns since 1960, founded “by welders, for welders” with a passion for innovation and new technologies. We engineer innovative products that boast a distinctive design as well as quality and functionality.

Welders’ safety is of paramount importance to Translas. The company’s goal is to globally reduce
workers’ exposure to hazardous fumes and to provide a healthier and safer work environment, therefore establishing higher productivity and profitability. Some of our pioneering products include fume extractor guns with a built-in module to safely extract welding fumes at the source and portable extraction units.

Translas has grown at a fast pace over the last few years. With the recent opening of Canadian distribution channels the company is focusing on key partnerships with companies utilizing smart technologies globally to influence today’s manufacturing industry towards “the future”.

For more information please contact info@translas.com or visit www.translas.com

About GULLCO

GULLCO International was formed in 1954 to serve the demands of the emerging welding industry in North America. GULLCO is a family owned company, with its world headquarters located in Newmarket, Ontario, Canada. GULLCO International serves the entire world market through its companies in Canada, United States, United Kingdom, India, Australia, and China as well as its strong worldwide distributor network with high quality automated welding machines for welding and cutting applications. GULLCO International is engaged in a continuous research and development program to provide weld automation equipment and systems geared to the fast-changing needs of the welding industry and equipment that can stand up to the tough environments in the field. GULLCO is dedicated to providing productivity, cost savings, durability and service. KAT®, Moggy®, SAM®, KBM® and KATBAK® are registered trademarks of GULLCO Enterprises Limited.

For more information please visit www.gullco.com