It used to be very simplistic to meet financial goals. Today, there are more players in the manufacturing industry than ever. There are more specialized applications and more technology than ever before. As a result, most manufacturers need to step out of their comfort zone to find opportunities to truly bring in clients.
There’s no doubt about it, your loyal customers that come back time and time again make up your bread and butter. Yet, building a strong customer base isn’t always as simple. You’ll need to rely on older methods you’ve used before, like word of mouth marketing, as well as a few networking and partnership opportunities to connect with new customers. Manufacturers can and should take advantage of online marketing training as well. It’s a clear opportunity to build a strong reputation and brand while also reaching potential customers you never could have before.
Don’t worry – it’s not as complex as it looks especially if you are using the right team to help you make it a success. To drive sales and attract new customers, consider how online marketing can fit your goals.
How Do You Market Your Manufacturing Business Online?
It’s a solid question without always a lot of clear insight. Let’s be frank. For many manufacturing companies, this is a brand new world. Through a combination of quality content production, thought leadership, and exceptional digital marketing, it’s possible to really pull ahead of the competition in this area.
To achieve these goals, you’ll need to use content and branding to promote your business. This includes promoting access to your website and services. It also means creating a cohesive plan to build your brand around your target customer. There’s quite a bit that goes into this process. Here are the first steps to take.
#1: Be The Thought Leader
A customer looking for support for a new product doesn’t want just anyone to provide that to them. They want the leader in the industry with the best information and a more innovative approach to help them. They want the thought leader, the personality they can find online that has the answers to their questions and solutions to their problems. You need to create thought leadership content.
You want readers of these pieces to like your innovative ideas and your fresh take on important topics (important to them, not just you, that is). You also want them to see you as a significant presence in the USA manufacturing industry. Trust is a big component of this process.
There are many ways to do this. Here are a few examples:
- Host a webinar to introduce what your company is doing differently.
- Build out a blog on your website providing insight into the industry – don’t just focus on your product or service.
- Sponsor someone else’s webinar that has a complementary service to yours.
- Create and publish a white paper showcasing some topic that’s essential within your specific niche.
- Host a leadership seminar in your community – or engage in one that’s already present. Don’t be afraid to travel to a convention and host a presentation.
- Host product training that brings in not just customers but partners.
- Get involved in trade shows and industry events that may not be within your small scope of service but in the broad sector of manufacturing.
In each of these areas, you want to put yourself and your business in front of the customers, competitors, and industry as a whole. It’s important to find a way to stand out and offer something new and insightful. When you do, you’ll develop a new reach for your business.
#2: Strive to Build Traffic to Your Site
While you’re working on building your business in this manner as a leader, you’ll also want to make sure people can find you. To do that, you need to have a well-designed website, one that can easily help your would-be customers navigate it. You need a planned digital marketing strategy that uses online marketing techniques such as:
- Keywords (words people use in search engines to find what you offer)
- PPC (small add placement in front of people looking for what you offer)
- SEO (on website techniques that help pull in more visitors to your site)
Manufacturing companies don’t always put a lot of attention on digital marketing strategies like these. That creates a nice opportunity for your business to stand out from the competition.
#3: Create and Publish Written Content
Content – words that communicate a very specific message to your would-be customers – is the backbone of all that you do. It is where people get the information they need to make decisions. It brings people to your site, educates them, and turns them into paying customers. Content helps search engines to find you (and serves as a component for your digital marketing efforts). It also is an important component of brand-building.
In the manufacturing industry, you’ll need to develop content that’s unique, not rehashed from other companies or industries. Consider:
- Providing insight into new tech or master innovations
- Content that showcases your products in a non-sales manner
- Problem solving for your customers
- Providing helpful insight and solutions that impact your customer
- Offering viewpoints about your product, industry, or manufacturing that’s unique
Building Your Brand
Once you have these components of your online marketing done, you need to execute. That is, you need to use them to provide the message your customers need:
- Define your company’s brand. Ensure your brand’s look, feel, and language are present across all elements of your marketing.
- Engage with your customers through live videos, tours, one-on-one feedback sessions, and social media. Humanize your brand.
- Provide exceptional customer service to your customers. Word-of-mouth, both online and in-person, makes a big difference in the success of any marketing campaign.
Building your manufacturing business through online marketing is a key component of today’s growth strategy. You don’t have to look far for help.
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