Manufacturer industries have undeniably experienced a significant shift in how they market their products and services over the years. Traditional marketing efforts, such as print ads and trade shows, are no longer enough to attract new clients and retain existing ones.
However, since manufacturing companies target businesses rather than direct consumers, the digital marketing strategies used by other industries may not be as effective. As such, digital marketing for manufacturers needs to have a tailored and strategic approach.
So, how can manufacturers create a digital marketing strategy that works for them? This post will go over the top six essential digital marketing tips that every manufacturer should know. Let’s get started!
Before diving into specific tips, it’s important to understand the unique digital landscape for manufacturers.
The manufacturing industry has historically been slower to adopt digital marketing strategies compared to other industries, but this is quickly changing. According to a survey by the Content Marketing Institute, 86% of B2B manufacturers are now using some form of digital content marketing. This means that the competition in the digital space is increasing, and manufacturing companies need to keep up in order to stay relevant.
Additionally, as a B2B industry, manufacturers typically have longer sales cycles and more complex buying processes. This means that their digital marketing tactics need to focus on building trust, educating potential clients, and providing valuable information throughout the buyer’s journey.
As such, digital marketing for manufacturing companies needs to be approached with a well-planned and strategic approach.
Your website is the foundation of your digital presence, and it’s often the first point of contact for potential clients. As such, your manufacturing company website needs to be well-designed, informative, and easy to navigate.
One way to enhance your website is by regularly updating it with fresh, relevant content. This can include blog posts, industry news, case studies, and product updates. Not only does this show that your manufacturing company is actively engaged in the industry, but it also helps improve your search engine rankings and drives traffic to your website.
In addition to informative content, your website should have clear calls-to-action (CTAs) that encourage visitors to take the next step in their buyer’s journey. This could be scheduling a consultation, downloading a whitepaper, or signing up for your email newsletter.
Lastly, make sure your website is optimized for mobile devices. With the rise of mobile usage, it’s essential that your website is easily accessible and user-friendly on smartphones and tablets.
As mentioned, content marketing for manufacturing companies is crucial in establishing thought leadership and nurturing relationships with prospective customers. Through blog posts, case studies, whitepapers, and other forms of content, you can showcase your industry knowledge and expertise to attract and engage clients.
However, you don’t want to just create content for the sake of it. Your content marketing efforts should be strategic and tailored to your target audience’s needs and pain points. To do this effectively, you need to have a deep understanding of your target market and what drives their purchasing decisions.
Some topics that could be of interest to your audience include:
Be sure to also include relevant keywords in your content to improve its visibility on search engines and attract organic traffic to your website. It may prove useful to work with a professional content writer or agency to ensure your content is high-quality and optimized for your target audience.
Another digital marketing strategy that can be beneficial for manufacturing companies is social media. While the manufacturing industry may not seem like a natural fit for platforms like Facebook, LinkedIn, or Instagram – these channels can still play a significant role in your marketing efforts.
LinkedIn, in particular, is an excellent platform for professionals in the manufacturing sector as it allows you to network and showcase your expertise to new and existing customers. On this platform, you can join relevant groups, participate in discussions, share industry news and insights, and promote your content.
Other social media platforms can also be useful for showcasing your brand’s personality and culture, which can help attract potential customers and employees. Use these platforms to share behind-the-scenes content, employee spotlights, and company news.
In the competitive digital landscape, getting your manufacturing company’s website noticed requires a robust SEO strategy. This involves optimizing your online content to rank higher on search engine results pages, making it easier for potential clients to find you.
Some key SEO marketing tactics for manufacturing companies include using relevant keywords, creating high-quality content, and building backlinks from reputable sources. Google also favors fast-loading and mobile-friendly websites, so optimizing your website’s speed and responsiveness is crucial.
Investing in SEO marketing efforts will not only improve your online visibility but also increase brand credibility and drive more traffic to your website. Make sure to regularly track and analyze your SEO efforts to make adjustments as needed for optimal results.
In addition to SEO digital marketing tactics, you can also consider paid advertising options like Google Ads or social media ads to reach a wider audience. With these platforms, you can target specific demographics and interests, allowing you to tailor your marketing efforts and budget more effectively.
Paid advertising is a great option for manufacturing companies looking to generate immediate leads and conversions. However, it’s essential to carefully track and measure your campaigns’ success to ensure you’re getting a positive return on investment.
If you need help navigating paid advertising, consider consulting with an agency that specializes in manufacturing digital marketing. They can provide valuable insights and strategies to optimize your ad spend and reach your target audience effectively.
Once you’ve attracted prospective buyers through your digital marketing efforts, nurturing those leads and building relationships with them is crucial. In the manufacturing industry, where sales cycles can be longer and involve multiple decision-makers, building trust and rapport is vital.
Consider implementing email marketing campaigns, social media engagement, and personalized content to keep your potential buyers engaged and informed about your products or services. By continuously providing value and staying top of mind, you increase the chances of converting those leads into customers.
It’s also important to have a strong customer relationship management (CRM) system in place to track and manage leads effectively. This will help ensure that no potential opportunities fall through the cracks and that you have a comprehensive view of your customer interactions.
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As you can see, digital marketing for manufacturers is a critical component of staying competitive in today’s market. By properly leveraging various strategies and tactics, your manufacturing company can attract new leads, engage with potential buyers, and ultimately drive sales.If you need help navigating manufacturing digital marketing, the team at Wildish Agency has you covered. We know the ins and outs of the industry and can help you create a comprehensive digital marketing strategy tailored to your specific goals and target audience. Don’t let your competitors steal the spotlight – contact us today and let us help you take your manufacturing company to the next level!