3 Key Components to Create an Effective Lead Generator for Your Manufacturing Brand

Creating an effective lead generator strategy

If you’re familiar with StoryBrand or inbound marketing, you’ve likely heard of a lead generator (also known as a lead magnet or transitional offer) before. Many manufacturers and distributors fall into the ‘build it and they will come’ trap with their lead generator.

The reality is having a professionally designed lead generator is a great start, but doesn’t guarantee people that readers will download it. Moreover, in an increasingly complex B2B landscape, downloading it doesn’t guarantee they’ll become customers or clients either. 

Here’s a quick breakdown of how to build a strategic lead generator that delivers results and moves the need on your B2B marketing efforts.

Written by Evan Cox, a seasoned Content Strategist.

#1: Identify the best topic to cover

What questions do they need to have answered?

Use forums, customer interviews, testimonials, and subject matter experts to confirm the questions most often asked during the sales stage before they take action. 

What problem do potential customers ascribe the highest value to?

Don’t just solve any problem they have. Address the problem they would give just about anything to resolve. Put aside any concerns about giving away too much information. Those who download the lead generator will know you as the expert in your field and come to you when they’re ready for help.

What stage in the customer journey is your ideal audience in?

There are multiple ways to break down the customer journey, but the simplest is to break it down into 3 categories—awareness, consideration, and decision. 

• Awareness – The buyer is aware of a problem.
• Consideration – The buyer defines their problem and considers options to solve it.
• Decision – The buyer evaluates and decides on the right provider to administer the solution.

Choose a relevant topic that will help them move from one stage to another. 

#2: Select the appropriate style of lead generator 

After you’ve landed on the right topic, consider what format will offer the most value to the reader. 

Here are a few of the many options to choose from:

• • Short Guide – An informative piece with typically 3-5 valuable points to educate, inspire, or convince the reader to take action
    • Example: 3 Ways to ________, 5 Mistakes to Avoid with _______
  • Comprehensive Guide – A more detailed piece that covers a topic in greater detail
    • Example: The Ultimate Guide to ____, A Step By Step Guide to _______
  • Checklist – A short, action-oriented list designed to distill information and enable the reader to easily execute
  • Case Study – A story that walks readers through the challenge, solution, and results for a manufacturing leader or brand brand in similar circumstances
    • Example: [Brand Name] Fuels [Company Name] for Growth….
  • Infographic – A highly visual piece that tells a story in very few words. 
  • Template – A proven approach to solving a problem that gives the reader a framework and headstart to do it all on their own
  • Quiz or Assessment – An interactive experience that provides custom results based on the reader’s criteria
  • Discount – An easy lift for e-commerce brands or companies with products who can offer a reduced rate in exchange for their contact information

• Webinar – A live or recorded virtual event designed to deliver valuable insights to attendees 

• Video Course – A series of videos delivered via email to the reader on a particular topic
• Planner or Worksheet – A practical guide designed to help them get organized
  
  
  

#3: Create a killer title

You’ve identified the right topic. You’ve landed on the format and style. Now, it’s time to use the power of a clear message and compelling copy to create a killer title. 

Remember these tips and tricks:

• Go back to the questions you’ve identified that customers are asking—and use them.
• Combine an interesting title with a complimentary sub-title. 
• Use your title to:
  • Build intrigue
  • Resonate with interests
  • Affirm their problems
  • Demonstrate authority 
  • Generate interest
  • Provide a sneak peek 
  • Spark (appropriate) controversy 

Bottom line: Don’t start with a title. Instead, identify the right topic, confirm the format that will serve readers best, and then hone your title from there.

How to use your lead generator

Creating a lead generator is only one element of an effective B2B sales funnel. Plus, having a lead generator doesn’t automatically drive engagement for a manufacturing brand just because it exists. Consider these best practices for getting the most out of your lead generator. 

• Include a section highlighting your lead generator that lives prominently on your website homepage
• Insert an opt-in for your lead generator at the end of relevant blog posts
• Include a pop-up on your website offering your lead generator to visitors 
• Build a unique landing page to highlight and promote your lead generator
• Make your lead generator the “default freebie” when hopping on a podcast, at speaking events, or in other settings with a new audience
• Post your lead generator on social media channels you frequent
• Ask partners, industry affiliates, and key influencers to share your lead generator with adjacent audiences that could benefit from the content
• Run paid ads (social media or Google) to your unique lead generator landing page

*If you engage in paid tactics, be sure your lead generator is dialed in first so that no precious ad money is accidentally wasted. 

Need help capturing those inbound leads and nurturing your audience? Talk to our expert team of creative storytellers today.