Digital marketing has become mainstream. However, many manufacturing companies prefer to stick to old-school tactics. But here’s the thing — ignoring online marketing is no longer an option in today’s fast-changing digital world.
People, from the Silent Generation to Generation Alpha, are buying products online more than ever. More than three-quarters of people buying for businesses would instead click to purchase than meet a salesperson face to face.
This shift has grown even faster since the COVID-19 pandemic hit. And we’re not just talking about small items; about 70% of B2B buyers are comfortable with making large purchases, even those over $500,000, without meeting someone in person.
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In this blog, we cover:
- Why digital marketing is important to manufacturers
- Three digital marketing strategies for manufacturing
- How to get started
Integrating Online Marketing with Traditional Strategies
The transition to digital doesn’t mean abandoning conventional marketing methods. Instead, it’s about creating harmony where digital strategies enhance the strengths of traditional marketing.
Incorporating digital elements, such as QR codes in physical catalogs or augmenting trade shows with digital events, enriches the customer’s engagement and experience. The objective is to create a seamless omnichannel strategy that leverages the best of both worlds, meeting today’s buyers’ expectations for an immersive digital experience.
How To Craft a Manufacturing Digital Marketing Strategy with These 3 Tips
1. Establish Your Digital Presence
A solid digital marketing strategy starts with establishing a strong online presence, primarily through a well-designed, user-friendly website. A manufacturer’s website should serve as the core of their digital marketing efforts, providing valuable information about the company, its products, and how to contact them. SEO enhances visibility and attracts more traffic by optimizing for relevant keywords and aligning mobile compatibility.
2. Amplify Your Message with Content Marketing
Content marketing is about creating and distributing valuable content to engage and attract your target audience. For manufacturers, this could be industry news, blog posts, product guides, and instructional videos. Influential content marketing positions your brand as a thought leader, offering manufacturing efficiency solutions and insights that resonate with your audience.
3. Leverage Email and Social Media Marketing
Despite the rise of various new digital marketing channels, email marketing is still incredibly effective for reaching customers directly. It’s about crafting personalized, engaging emails that provide value and encourage interaction.
On the other hand, social media offers a platform for real-time engagement and brand awareness, letting manufacturers showcase their products, share industry insights, and build a community around their brand.
Digital Marketing in Manufacturing is Here To Stay
Change can be challenging, especially for Virginia’s manufacturers, who are used to doing things traditionally. But the world’s moving online, and sticking to the old ways won’t cut it anymore. Consumers of all kinds prefer shopping from their screens. This means if you’re not online, you’re invisible.
GENEDGE knows digital marketing is more than website and branding; it’s a science — a process-based approach that studies growth opportunities and positions companies to increase profits. When working with manufacturing leaders, GENEDGE Business Services Director Mike Levy dives into your business processes, market details, and potential customer base and reveals the human-based components and strategic planning beyond graphic design.
By walking manufacturers through the broad strategy of a marketing plan, GENEDGE establishes metrics and goals to help companies target their markets and explore new opportunities. This can be seen with Foster Fuels, FEMA’s nationwide emergency fuel provider that sought GENEDGE’s expertise to develop a marketing plan for their new division focused on mission-critical services. Read how we helped them envision their long-term trajectory of 300% growth in five years here. Virginia has always been a leader in effective manufacturing. Now, it’s time to lead in how we sell our products. Request a free assessment and join the GENEDGE Alliance to gain more marketing strategies for manufacturing.
