Every manufacturing company needs a marketing strategy. However, the thought of developing one can be daunting, especially if you have limited marketing experience. To help you get started, we’re offering you these five b2b marketing tips for manufacturers.
1. Go mobile or go home
This very first tip applies not only to marketing for manufacturing companies, but to any business that wants to succeed in this modern age. In this digital era, if you aren’t compatible for mobile devices, you are at a significant disadvantage amongst your competitors. To start, optimize your website for mobile devices, which includes smartphones and tablets. If it’s a video on your website or a direct link from an email campaign, double, even triple check, to see that page’s load time. A fast load speed generates a better user experience. And a better user experience, influences the average amount of time spent on your site.
2. Make use of testimonials and case studies
Word of mouth marketing plays a huge role in the research process. Since this research process is mostly digital, testimonials and case studies are both equally effective ways for this modern take on word of mouth marketing. They are written proof of your business’ qualifications, achievements and overall, credibility. Whether they are a new prospect or a loyal customer, people rely on these types of sources when researching a new product.
3. Content Marketing
There are several branches under the ever-growing tree that is content marketing. Some of these branches that manufacturing companies should be focusing their creativity on are their social media channels, email marketing campaigns, website content, paid digital advertising and blog posts, to name a few.
Each of these branches has a specific purpose, so you should think in the same way when deciding the type of content you are creating. Something that does well in an email may not obtain the same results on social media, and vice versa. Tailor your content to each channel, keeping those audiences and their interests/needs/wants in mind. It will not only sound repetitive to see the same content in five different places but it is also not always necessary. Showing a variety of information presents your company as one that knows what they’re talking about, thus strengthening your thought leadership. Also, we mentioned this earlier but we will say it again: remember the importance of optimizing different types of content to be compatible for mobile!
4. Utilize social media marketing
We believe that it is a very common misconception that if you have a business, you belong on every social media platform. This is false. Yes, social media exposes your business to people who would not otherwise know you exist but the problem with that is that sometimes these people are not your target audience. What use is it if you have 20,000 Instagram followers if there is no return on investment? That being said, not every business belongs on every platform. After understanding your target audiences(s), you will come to know which platforms they frequent.
In the B2B world we’re in, LinkedIn and Twitter seem to work best for those in the manufacturing industry. YouTube is a great network as well. Video does significantly well in the social media space as it leads to higher engagement rates. Many people prefer watching a video to reading a long explanation with complicated terminology. People want to fully understand how something works in as short an amount of time as possible. So, for manufacturing companies, YouTube is a given when introducing and demonstrating new products. It allows you to explain what this product is meant for while simultaneously showing how to actually use it. This will connect more with the audience and give them a better understanding of what they are [hopefully] about to buy into.
5. Track and analyze results
Always track your results! Every component of your manufacturing marketing strategy needs to be constantly tracked and analyzed. Doing so allows you to see what works and what doesn’t. From there, you can adjust your strategy accordingly and you will be one step closer to reaching your goals and objectives.
When you break down your marketing strategy step by step, it is not as intimidating as it seems. And with these tips, we hope you get started today.