Marketing Trends for Manufacturing Companies
The marketing landscape has changed rapidly over the past few years as Internet-based channels have become the standard. Even companies within B2B industries like manufacturing have had to adjust their strategies to accommodate changing buyer preferences.
There are now many new approaches to engaging current and potential customers—the challenge is figuring out which ones will work best for your particular company.
The Internet has sped up the pace of marketing, which means the channels and strategies that worked a few years ago might already be ineffective today. If you don’t stay on top of current trends, you could miss out on valuable leads.
However, this can be easier said than done—which is why we’ve rounded up the most relevant trends for your manufacturing company below.
More personalized offerings
One B2B customer can generate millions in revenue every year. This means each lead is extremely valuable—and your marketing strategy should be precise and tailored to let them know that.
In order to do this, you’ll need to take a more personal approach to marketing. Depending on your budget and goals, that can mean many things, from personalized emails to customized landing pages on your site.
Either way, personalization is the key. Consumers and business owners aren’t going to respond to a message addressed to “Sir” or “Madam,” and they certainly don’t want to receive emails that sound like form letters.
Fortunately, new marketing platforms have a wide variety of personalization tools that allow you to reach out to each customer and prospect with an offer tailor-made for their needs.
Adoption of automation tools
Marketing requires regular contact with multiple prospects and customers across a broad range of channels. As a result, your marketing staff can spend a lot of time planning, implementing, and measuring a vast range of strategies.
Even with a large team at your disposal, you won’t be able to perform every task effectively if you do it all manually. Instead, find a reliable tool to help you manage and automate the process.
Businesses expect more from the companies marketing to them. As mentioned earlier, they don’t want form emails—they want personalized experiences. They also want to learn as much as possible about your company before entering into a partnership.
Automation is the only way to deliver these kinds of tailored communications to hundreds or even thousands of customers and prospects at one time.
Increased content marketing
In a study by Content Marketing Institute, 86 percent of B2B companies are using content marketing to promote themselves. Many of these companies are developing content strategies and assigning dedicated teams to manage the process.
If your company doesn’t yet create and publish original content, it’s time to start. Your company is competing with hundreds of other manufacturers for business. Meanwhile, business owners want to learn as much as they can about your company before making contact.
Content gives them this knowledge, and will help them become confident in their decision to trust you with their projects. Instead of talking about your company, you demonstrate your expertise.
As you continue to engage them on their terms, they’ll feel more confident about your knowledge and experience, which will make them feel more comfortable reaching out to learn more about your services.
A few years ago, mobile devices outsold desktops and laptops for the first time ever. Mobile adoption has only increased since then, and it’s now a key channel in a wide range of business transactions. This also makes it an important marketing channel for manufacturers in the coming years.
Your business needs to be prepared to accommodate site visitors and leads, regardless of how they’re accessing your content. The best way to do this is with responsive design, which will allow your site to display correctly across a variety of browsers and screen sizes, including smartphones.
Many B2B companies incorrectly believe that social media is only useful for their B2C counterparts. However, some platforms can be useful for expanding the reach of blogs, white papers, and other content. That’s one reason why the vast majority of B2B firms now cite social media as an important part of their marketing strategies—including manufacturing companies.
Profiles on social media sites help your company get in front of business owners and other decision makers. By engaging with potential customers and sharing valuable content, you not only attract leads, but also increase brand reputation and authority.
You can also post content in a variety of formats, such as videos on YouTube or behind-the-scenes photos on Instagram. Keep in mind that not all of this content has to promote your services, either—posts that highlight company culture can be a great way to attract new applicants.
Ready to improve your marketing strategy?
Marketing in today’s environment means finding unique ways to promote your business and generate new leads. It also means being ahead of the pack whenever possible by taking advantage of emerging manufacturing marketing trends.
If you’re ready to use the above marketing strategies, or any others, WebpageFX can help. Contact us today to speak with a strategist about how our Internet marketing team can use online channels to attract new clients and generate more revenue.
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