Digital marketing has become an essential element of business today, particularly for manufacturing companies who must stay relevant with their audiences.
Many industrial buyers don’t make purchasing decisions alone. Multiple people often collaborate in researching, specifying, and purchasing the product they require.
Utilising online marketing strategies to generate leads can help your company convert prospects into new customers – this is where a manufacturing digital marketing agency comes into play.
Social media may seem more appropriate for consumer brands with viral marketing campaigns; however, industrial companies can utilize it effectively to increase brand recognition, attract new customers, and maintain existing ones.
One effective strategy to do so is by consistently posting articles, videos, photos or graphics related to your products and industry – these may include articles, videos, photos or graphics. Be sure to post regularly so your posts appear in your audience’s feeds regularly.
Pay Per Click (PPC) advertising can be an effective digital marketing strategy. PPC ads can generate high-quality leads, drive traffic to your website, increase conversions and sales. But before engaging this form of advertising, it’s essential that you first establish target audiences and marketing goals; otherwise, money could be wasted on untargeted campaigns which generate many clicks but do not produce any sales or conversions. Ideally, PPC and SEO combined together could maximize impact while staying within budget.
Manufacturing and industrial companies tend to rely heavily on legacy sales methods; however, most customers nowadays rely more heavily on online sources for information than calling vendors they don’t know well directly. Engineers, technical buyers, and those responsible for making purchasing decisions often prefer getting answers online rather than calling up vendors whom they may know little of personally.
Email marketing is an invaluable strategy for manufacturers looking to connect with their target market. Employing permission-based emails sent out by businesses directly, email marketing provides businesses with an avenue for connecting with prospects who have subscribed and builds brand trust while simultaneously nurturing leads and even reconnecting with lapsed leads.
Implementing an effective digital marketing strategy for manufacturers begins with setting overall marketing goals and an actionable marketing plan. Understanding your buyer personas allows for relevant pillar messaging which drives engagement and conversions. Avoid getting caught up in trendy strategies (geo-fencing was all the rage not too long ago!) and instead focus on what will help meet your goals.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is one of the key digital marketing strategies for manufacturing companies. SEO allows buyers to locate you quickly while building trust between potential clients and your brand.
SEO refers to using targeted keywords and phrases within content to rank higher on Google search engine results pages (SERPs). Doing this effectively means not spamming or using irrelevant words – SEO works best when done strategically and ethically.
Consider your customers’ needs, challenges, and pain points when selecting keywords for your content. For instance, manufacturers of medical devices might use terms like “medical device manufacturing near me” or “medical and drug delivery devices”.
Paid search advertising (PPC) can be an excellent complement to SEO strategies for manufacturers. PPC allows you to target specific demographics and track prospects through their buying journey; also known as account-based marketing. Top digital marketing agencies can manage your manufacturing business’s entire marketing program so as to attract qualified leads while increasing website traffic, contracts, and revenues.
Just as manufacturing industries are upgrading their plants to include robots and energy-saving technology, so too are their marketing strategies. Digital marketing allows manufacturers to target potential customers based on their specific interests for increased engagement and conversion rates; additionally, real-time analytics allow for real-time campaign optimization.
LinkedIn provides B2B companies with an invaluable opportunity to showcase their products and services while increasing brand recognition. In particular, many manufacturing firms utilize LinkedIn Ads and Retargeting Ads to generate leads, increasing scalability and predictability of lead generation for their businesses.
Digital marketing is an essential element for any manufacturing company that wants to thrive in today’s volatile marketplace. Through social media, data analytics, SEO, email marketing and retargeting ads, manufacturers can attract more customers while keeping existing ones. This can improve ROI while giving manufacturers an edge against their competition.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.