Digital Marketing for Manufacturers

Every manufacturing company relies on a steady flow of new clients to succeed. Today, many use digital marketing to reach and convert these clients, because it allows them to carve out niches and differentiate themselves in a robust, aggressive economy.

Why should manufacturers use digital marketing?

Whether your company manufactures apparel, textiles, printing, metals, electronics, transportation, electrical, or one of many other products, Digital marketing for your manufacturers can help you reach your goals. A comprehensive strategy will drive inbound leads, improve sales margins, attract exemplary workers, build your brand, position your business as a leader, and allow you to continue growing and succeeding as a company.

How to get started with manufacturing digital marketing

The best place to start any digital marketing campaign is on your company’s website. Every manufacturer deserves a professional website that tells its story while simultaneously improves and encourages visits.

Here are a few of the most important elements to consider:

Search engine optimization (SEO)

Search engine optimization helps search engines like Google understand your website and present it as a result to users for searches related to your business. This makes it easier for prospective vendors, businesses, dealers, consumers, and employees to find you online. Many people believe that SEO is limited to text only, but it goes far deeper into the coding and structure of your site. Working with an experienced SEO professional can help you move up in search engine rankings for important keywords and phrases, and as a result, attract more qualified leads.

Calls to Action (CTAs)

Your website’s ultimate goal is to convert visitors into customers, meaning that you want your website visitors to follow your preferred sales funnel. This will improve your manufacturing company’s digital marketing ROI, and give your site visitors an understanding of how best to get in touch with the right person at your manufacturing business.

Your CTAs should be direct, and they belong on every page on your website.

Unique Visual Content

While you can explain your services in detail with text, you can also show the scope of your company as well as the products you produce with images. These images can include professional photographs, infographics, animations, and custom graphics.
This visual content can help visitors instantly understand who you are and what you do as a company.

Informative Copy

Just as all your images should have a purpose, so should your text. Page titles, headings, body copy, and callouts need to be succinct and relevant for the visitor. Explain your services in a straightforward manner, and address any common questions or concerns you hear from prospective clients. This will help your visitors determine whether you’re the right company for their needs, and make them more comfortable contacting you for more information.

Email marketing

Just because you sell to other businesses doesn’t mean people aren’t behind the businesses. Email campaigns help your company stay in touch with individuals who represent buyers and prospective buyers.

You can use your email marketing campaigns to:

  • Share the latest news from your company, such as an award or recognition you recently won
  • Showcase your products and entice buyers to visit your site or pick up the phone to learn more
  • Share ways your manufacturing business has improved local economies or has given back to underserved communities
  • Highlight how your products are being used right now, especially if the story will interest and motivate readers
  • Discuss improvements you’ve made throughout your manufacturing site that buyers and prospects will want to know about

Your email campaign needs to be personal, but professional. Provide your subscribers with information that’s relevant to their interests, and add CTAs to bring them back to your website.

Social media

Think that social networks are only for personal use? Think again.

Social networks like Facebook, Twitter, and LinkedIn can be extremely effective for getting your brand and message to the public. Just because you concentrate your sales in a B2B environment doesn’t mean general consumers aren’t interested in hearing what you have to say and finding out more about your company.

You can also use your social accounts to increase visibility and promote a deeper understanding of the manufacturing process. It’s also a chance to highlight your team, which will help humanize your company. It also gives you the ability to share relevant articles and blog posts, including your own, with your audience.

That being said, you’ll want to have someone dedicated to keeping up with your social accounts. A social media page that hasn’t been updated in weeks or months shows visitors that you aren’t committed to the platform, and won’t help you reach your goals.

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