Marketing For Manufacturers: Grow Your Manufacturing Business With Marketing Strategies

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The manufacturing industry is booming.

Reshoring is bringing production back to the country, buyers are spending more on new suppliers, and job openings are on the rise now more than ever. 

Despite these, however, manufacturers remain cautious with costs and investments for a couple of good reasons.

Recruiting qualified employees has become harder because of the changing and increasingly advanced technology. Future planning isn’t as easy as it was before, due to the uncertainties about the future of tax law and government regulations.

There’s no reason to feel discouraged though. Thanks to today’s digital marketing landscape, you can still improve your manufacturing business and thrive using the right tactics.

Marketing strategies to grow your manufacturing business

Let’s look at the different marketing strategies that can help you penetrate new markets and take you one step ahead of competitors.

Marketing For Manufacturers

Research new verticals

Expanding your vertical market segments is an essential step in growing your brand.

Ideally, you want to target a related industry. For instance, if you’re a medical supplier, your target audience should be laboratory customers. If you manufacture vehicles, you’d obviously be reaching out to dealerships and perhaps even some auto shops if you’re also marketing auto parts.

Be sure to develop personas for your targets. This will guarantee you that you’re communicating with the right people with the right messaging.

Also, since you’re trying to break into a new industry, it’s important to remember that there will be disparities involved. That’s why you should have a documented plan ready in case such issues surface.

By studying the latest sourcing trends, you’ll be able to understand what procurement professionals and engineers are looking for. Thus, making it easier for you to come up with smarter decisions that can contribute to your brand’s bottom line.  

Email marketing

Manufacturing marketing can be an arduous process. Your message can quickly get lost in the shuffle that takes place when your prospects go through options, reassess priorities, and become preoccupied in managing daily operations.

This is where email marketing comes in.

By sending weekly or monthly newsletters, you can capture leads without any difficulty. Your target customers will often see you in their email inboxes, keeping you fresh in their minds.

Segment your email list into those people who make the best prospects and be sure to target your messaging. You can send announcements about enhancements or additions to your product line and how it can benefit them. 

A good idea is to use marketing automation to send out mass email campaigns. You can email drip campaigns to your contacts every time they take a certain action.

Let’s say you manufacture home furniture. Someone downloads a white paper on one of your newest sofas by entering their email. And so, they receive emails from you periodically.

These emails may cover different details, from how the furniture provides excellent comfort to its awesome features like a recliner and high-quality upholstery that looks and feels luxurious.

At the end of each email, there’s a touch point and call to action (CTA) to let your recipients know that you’re available for quotations or inquiries. There’s not a doubt that your prospects will remember you when they’re thinking of living room furniture.

Grow Your Manufacturing Business email marketing

Publish written content

They say content is king, and we gotta agree. Most online marketers today still rely on good content to generate and convert leads, and increase their sales. You might as well follow suit, if you haven’t yet.

By writing and publishing quality content, you can: 

  • Show up at the top of search engine results pages (SERPs). The more well-written, informative, and valuable your posts are, the higher you rank in Google and other search engines.
  • Position yourself as a trusted manufacturer. Nearly 50% of people read three to five pieces of content from a business before deciding to reach out to them.
  • Push people further down the funnel. For example, a business contact in the awareness stage may come across something in your content they find useful, leading them to move to the consideration stage.

Don’t just settle for written content though. Try including other forms of content too, such as video, case studies, infographics, slide presentations, and white papers.

Keep in mind that you’re not the only one convincing your prospects to make a purchase. A member of your team might also be trying to persuade stakeholders, and they might be able to seal the deal by leveraging your content for their presentation.

Invest in Google and PPC ads

If you’re looking for ways to get your manufacturing business on search results pages and drive more traffic to your site in minutes, then running  paid ads would be your best bet. 

Here are several other reasons why many marketers are incorporating PPC and Google ads into their strategy: 

  • They allow you to target your ads. You have the ability to show your ads to reach people with specific interests. Those who are interested in your products and services can only see ads that are relevant to them.
  • They are cost-effective. They provide you the freedom on how you want to spend your money without any limits. You only pay when a user clicks on your ad and reaches your website.
  • They give (almost) instant results. Unlike SEO, it only takes hours or even minutes to see the impact of your advertising efforts. It’s that quick!
  • They are measurable. Google and PPC campaigns are designed in a way that you can measure their effectiveness carefully. If a user clicks a particular ad of yours and does something like purchasing a product or downloading an app, you will be notified about it. Seeing which ads get clicks and which don’t can help you determine where to invest in your campaign, boosting your ROI eventually.

Then again, your ads should be effective for these to take effect. How can you make it work? You can start by doing keyword research and understanding how your target personas might search online.

Build a strong SEO strategy

Another sure-fire way to improve your search rankings and boost your online reputation is by having a solid SEO plan for your site. While you’ll be spending little money here (unless you hire a professional like the creative agency Indianapolis), it will take a lot of patience, commitment, and a bit of luck to achieve your goals.

If waiting for results in at least six months isn’t an issue for you, you’ll definitely want to invest in search engine optimization and manufacturing website design. Here’s why:

  • SEO increases organic visibility and high-quality traffic to your manufacturing website.
  • SEO delivers impressive ROI.
  • SEO targets the entire marketing funnel.
  • SEO builds trust and credibility.
  • SEO provides better user experience
  • SEO enhances PPC success.
  • SEO reaches your entire target audience through keyword research.
  • SEO is critical to a successful brand identity.

Now, you might be wondering: How can I make my site as SEO-friendly as possible? What does it take to get to the top of search results?

Well, start by following these tips: 

  • Use targeted keywords in all the right places. Keywords are at the heart of SEO, which is why they should also be at the heart of everything you do. Focus on long-tail keywords, study competitors to identify keyword gaps, place your keywords in your metadata and anchor text, and avoid keyword stuffing at all costs.
  • Speed up your site’s loading. If a web page takes more than a few seconds to load, there’s a huge chance that your visitor will move to another website, which means a loss for your manufacturing business. To improve your site speed, optimize and compress your images, delete old or non-functional plugins, avoid redirects, optimize caching, and use tools like GTmetrix or Google Page Speed Insights for future monitoring.
  • Build relevant links. Since links are a key ranking factor, always feel free to link to useful pages not just on other reputable sites, but to your site as well. Crawlers discover content by following links and judging how pertinent they are to search queries.
  • Use a simple, easy-to-read URL structure. If people have a hard time reading or understanding your URL, search bots may feel the same way too. And, if that’s the case, don’t expect these bots to deem you as a top ranking site. Stay away from characters and complicated numbers.
  • Write for humans, not for search engines. With Google’s algorithm now using constant human input, outwitting a search engine through a clever loophole no longer works. That said, you can’t just include as many keywords as you like, especially since they will sound unnatural and nonsensical. Aim to provide your audience what they’re looking for by writing in an engaging and conversational tone.

Take advantage of social media

Whether it’s Facebook, Twitter, or Instagram, billions of Americans spend hours on social media every day. That’s why you should be active on your social platforms. They’re pretty much the place to be when you’re looking for your next clients or you want to strengthen your relationship with your existing clients. 

Take advantage of social media

The channels mentioned above are mostly ideal for B2B marketing. As a manufacturing business, LinkedIn should be your go-to platform. Trust us, you’ll maintain a strong presence there, as long as you make an effort to be active and interact with your connections. You may choose to have LinkedIn automation tools to have better control over your connections. 

Post your company on online business directories

Publishing your manufacturing business on various directory sites comes with two main perks.

First, it allows you to expand your digital footprint and the likelihood of winning new customers. Second, providing details such as your company name, complete address, contact number, and website link offers backlink value to your site, which then improves your SEO.

Below are some of the most reliable online business directories you can use to advertise your brand: 

  • Google My Business
  • LinkedIn company directories
  • Apple Maps
  • Yelp
  • Bing
  • Facebook
  • Super Pages
  • MapQuest
  • Yellow Book

Keep up-to-date with technology

If you’ve been in the industry for quite some time already, we’re certain you’ve witnessed firsthand the ever-changing technology being utilized in the whole manufacturing sector, and not just your own company.

That being said, it’s crucial that you stay on top of new technologies in the industry. Better yet, upgrade your systems whenever necessary. Investing in technology means faster and smoother operations, leading to an increase in efficiency and a decrease in waste.

Invest in your staff

These days, attracting and retaining qualified employees has become one of the biggest challenges manufacturers face. People with the technological capabilities and knowledge required to work in the modern manufacturing industry are in high demand - and no, it’s not just the manufacturing sector we’re talking about.

For this reason, you need to make sure that you’re treating everyone in your team well, particularly the most hardworking and adept ones. You can offer them competitive salaries, more benefits, flexible work schedules, and morale builders like periodic free meals or happy hours.

Extending education benefits to deserving employees who lack the education needed to keep up with current operations or move to the next level is another idea that works well.

If you’re a bit hesitant to spend a considerable amount of money for such perks, here’s something to think about: Losing a highly trained and educated employee can reach the tens of thousands of dollars per employee in turnover costs. If we were you, we’ll obviously make our staff satisfied. Plus, the happier they are, the more productive they become.

Listen to your customers

Your customers are what keep your business growing. They’re the bread and butter of every business out there. That alone explains why you need to pay attention to their feedback and concerns. 

The reviews you get from your customers are the most critical information you can ever receive about your manufacturing business. They tell you what they like and what they don’t like, giving you a clear idea of what areas should be improved.

For example, if you read several negative comments regarding the quality of a certain product, you’ll be able to address those concerns and adjust your operations to ensure that those issues are resolved as soon as possible.

Once your clients see how dedicated you are in providing excellent service, and that you value what they have to say, they’ll  easily choose you over your competitors.

Summing up

Following these marketing strategies consistently will put your manufacturing business on top. There’s no better time to start than now.

About the author 

Shay Berman

Shay Berman is the founder and president of Digital Resource, a full-service digital marketing agency located in South Florida. Shay’s clear-cut approach to internet marketing has driven his clients' businesses to new heights and allowed Digital Resource to land on the Inc 500 list two years in a row and be named as No. 49 on Entrepreneur magazine's Entrepreneur 360 list.

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