Manufacturers are uniquely placed in the modern business landscape. Unlike the majority of retailers and independent traders, manufacturers have always relied more on word of mouth and customer loyalty. Now, with overwhelming access to digital marketing strategies, manufacturing companies all around the world are expanding their audiences in both strategic and organic ways. Online marketing and modern business tactics have transformed the potential for manufacturers of all shapes and sizes. If your manufacturing business is not using digital marketing, then here are the best options to start with that will help to ensure that you do not fall behind your competitors.
Become a Thought Leader
If you want your business to grow, then you need to use effective marketing that will demonstrate your expertise, professionalism, and experience in your field. Your audience will be more likely to develop both trust and loyalty if they know that you are a trusted expert. This is an essential element to prioritize for those that have yet to create a strong online presence, and you can achieve thought leadership by:
- Hosting webinars
- Creating industry-relevant white papers
- Having a blog that is regularly updated with relevant and valuable content
- Attending trade shows
- Getting involved in social media conversations with established thought leaders in similar fields
This is one of the most often overlooked methods of digital marketing, and should always be one of the key areas to focus on.
Advertise your Partners
If your own reputation is not yet established, then you can always make use of the reputation of your partners. Very rarely do manufacturers work in isolation, and there are many elements of your business that you may have outsourced.
Use the experience and reputation of those partners and you will establish an authority simply by proximity.
Many manufacturers who build printed circuit boards have been making use of PCB design software from companies like Altium, and by doing so gain access to more than just the necessary tech. Highlight your use of established technologies and professionals and your own reputation will only grow.
Learn SEO & PPC
There’s no getting around the fact that modern marketing has a very Google-centric focus. If you want your business to be found, then you need to understand how search engines work and how to get more of a presence from them. Learning the difference between SEO and PPC campaigns can help you understand more about how to expand your audience reach. You can put the tools of online marketing to other uses as well, with blog ideas and white paper titles a natural evolution of your keyword research.
Modernizing the Traditional
There are some marketing techniques that have always been used, but the digital age has simply modernized them. These include a variety of easily recognizable options such as:
- Branding – Your website is a personal representation of your branding and can be tailored however you wish.
- Tours – Great for building a reputation, tours can now be done online with little to no workflow disruption.
- Contests – Social media contests that dictate a ‘like’ and ‘share’ are massively beneficial for businesses of all kinds. Your manufacturing company is no different.
Manufacturing companies that fail to adapt to modern business trends are doomed to fall behind their competitors. The fact remains: modern marketing may require some learning, but the potential rewards for your company might surprise you. If you want a year of growth and higher profits, then focusing on marketing could be the key to a brighter future.