Digital Marketing for Manufacturers

As companies expand and a surge of new manufacturers enter the market, your business needs to stand out and provide a clear value to customers looking for your products. Utilizing these digital marketing strategies and tactics can help your manufacturing business reach a more targeted audience, engage potential customers more effectively, and ultimately drive more leads and sales for your business.

Predictive Analytics

By analyzing past customer behavior and sales data, predictive analytics can help marketers forecast which prospects are most likely to become customers. Marketers can then prioritize these high-value leads in their sales efforts.

AI and Machine Learning

New technological tools that incorporate AI and machine learning can be used on your company's website or social media pages to engage with potential customers instantly. They can answer common questions, provide information about products, and even collect contact information for the sales team to follow up. You can also use them to do audience research, choose content topics, or sort through large data sets.

Programmatic Advertising

Manufacturing marketers can use programmatic advertising to serve ads to highly targeted audiences based on factors like industry, job title, and company size. This can help reach potential customers who are more likely to be interested in the manufacturer's products.

Content Personalization

By creating personalized content that addresses each target customer's unique needs and challenges, manufacturers can build trust and position themselves as a valuable partner.

Video Marketing

Marketers can create videos showcasing their manufacturing processes, product features, or customer testimonials. These videos can be shared on the company's website, email newsletters, or social media platforms to engage potential customers and drive leads.

Social Media Advertising

Marketers can use advanced targeting features on social media platforms to reach potential customers in specific industries, with certain job titles, or who have shown interest in similar products.

B2B manufacturers can harness the power of SEO and Paid media marketing to attract, nurture, and convert new business effectively. Here's how:

SEO marketing

Making sure your website is healthy from a technical and content perspective is usually the first step when strengthening a digital marketing program. Start by conducting keyword research to identify relevant keywords that potential customers are using to search for your products or services. Optimize your website content around these keywords to improve your search engine rankings and visibility. You can then move on to Technical SEO to ensure your website is easy to navigate, mobile-friendly, and fast to load. A well-optimized website is more likely to rank higher in search engine results and provide a better user experience, which can increase engagement and conversions.

Once these fundamentals are established, you can introduce more advanced programs, like content marketing. This will provide the regular informative content that answers common questions and solves problems for your target audiences, as well as help attract organic traffic, position your brand as an industry expert, and build trust with potential customers.

Building backlinks is another way to bring in traffic (and leads) by creating valuable content and partnering with reputable industry sites to share links to that content. Use existing relationships with partners or businesses that you already count among your clients to establish backlinks that will improve your website's domain authority and search engine rankings.

Paid media marketing

Paying to promote your website provides an added layer of targeting and accountability. Manufacturers have more options than the traditional display or PPC ads they may have used in the past, so consider things like audience preference and where you have had prior success when looking at the best types of ads available to you.

You can also tap into the work you’re doing for SEO to benefit your paid media plan. Use your keyword research to create targeted ads that appear when potential customers search for those keywords. This can increase your visibility and attract more qualified leads. You can also build remarketing campaigns to target users who have already visited your website but didn't convert. Remarketing ads can remind these users of their interest in your products or services and encourage them to return and make a purchase

Don’t forget to utilize and optimize landing pages to ensure they are set up to facilitate conversions. This includes clear and compelling headlines, detailed product or service descriptions, high-quality images or videos, and strong calls to action. Finally, do plenty of A/B testing of different elements of your ads (like headlines, descriptions, images, or calls to action) to see what works best and continually improve your campaigns.

By using these SEO and paid media strategies, manufacturers can improve online visibility, attract more qualified leads, and nurture these leads to convert them into customers.

Implementing a comprehensive digital marketing strategy can help you attract more leads for your manufacturing business, as well as higher quality leads that are more likely to convert. In addition to the fundamentals, you should look to incorporate some of the following elements into your marketing plan.

Ongoing website optimization

Your website is often the first point of contact for potential customers. Ensure it's user-friendly, easy to navigate, and provides comprehensive information about your products and services. Implementing SEO best practices will also improve its visibility on search engines, making it easier for potential leads to find you.

Content marketing

Create informative and engaging content, such as blog posts, whitepapers, ebooks, webinars, or case studies. These resources can help establish your business as a thought leader in your industry and can attract potential leads who are seeking information related to your products or services.

Email marketing

Collect email addresses from website visitors, and nurture these leads with regular email updates. This could include new product announcements, blog post notifications, or exclusive offers. Remember to segment your email list to provide the most relevant content to each group of subscribers. This is especially useful if you have a longer sales cycle or complex products or services that need additional explanation.

Social media marketing

Though this hasn’t traditionally been a primary B2B channel for manufacturers, there are a number of benefits to social media marketing. Sharing updates, answering questions, and participating in industry discussions can raise your business's profile and attract more leads, and social listening exercises can give you added information about perception of your business and product, as well as give more detailed views into competitor activities.

Remember, the most effective digital marketing strategy will depend on your specific business, your target audience, and their needs and preferences. It's usually beneficial to utilize a combination of these tactics and to continually test and optimize your approach based on your results. Get in touch with us to discuss a custom program, including the strategies that will help your business achieve your marketing goals with maximum efficiency.