The digital age is here and in recent years it has transformed the marketing industry. With 67% of purchases within the manufacturing and industrial industries being influenced by digital channels and buyers being 2 times more likely to make additional purchases if they engage digitally post-purchase, now is the time to upgrade your digital marketing strategy.

Business Analysis

As with any business, for marketing for manufacturers to be successful, you need to start with a solid foundation – this means starting with research. First you’ll need to get to grips with your business; everyone within your organisation must have a clear understanding of who you are, why you exist and what matters most to your business. To ensure you are covering all the relevant areas, think about answering the following: 

  • When was your business established? Why did you come into existence? 
  • Who are your key stakeholders? What roles do they play?
  • What are your strengths and weaknesses? 
  • What are your short and long term goals?
  • Give an overview of your recent marketing activities. Which channels have been most successful?
  • What are your key company values?

Market RESEARCH for manufacturers

After completing your business analysis, you can move on to researching the manufacturing industry to identify broader market factors which may have an impact on your business in the near or distant future. Start by looking at the macro environment. Here you will want to use the PESTLE (political, economic, social, technological, legal, environmental) framework to ensure you cover all relevant factors. For each you will want to consider both opportunities and threats to your manufacturing business. 

Next you can move on to your competitor analysis. Here you will want to identify areas of strength that you can take inspiration from, make note of any mistakes/underperforming areas to avoid and assess whether there are any areas that are currently being overlooked that present an opportunity for your business.

SEO for manufacturers

Generating traffic and leads is commonly listed as one the biggest challenges faced by B2B marketers – so, how can you overcome this? SEO (search engine optimisation). Having an effective SEO strategy is essential, as this is what will drive organic traffic to your site, increase awareness of your business and ultimately, help you to generate more leads. 

When it comes to improving your SEO, you will need to consider both on-page and off-page elements. On-page factors include title tags, alt text, page content, URLs and page speed (to name just a few), while off-page factors include internal and external links, social media presence and influencer marketing. 

starting on social media

In recent years, social media has become a staple in the world of digital marketing, with its value significantly increasing as a result of the pandemic. It’s a fantastic tool for building and maintaining relationships with new and existing clients as well as an opportunity to increase your brand awareness, generate leads and drive traffic to your website. 

There are a range of social media platforms available, each with different benefits and audiences, so ensure to do some research into each to decide which will be most effective in helping you reach your target audience and your goals. 

To get you started, here are some post ideas for social media marketing for manufacturers:

  • Introduction your team
  • Behind the scenes at the factory 
  • Helpful insights and industry news
  • Explainer videos

performance analysis

To assess the effectiveness of your marketing, you will need to analyse your performance against key targets and KPIs which relate to each of your business objectives. By setting benchmarks and regularly reviewing the performance of your campaigns, you will get a better understanding of what works best and where’s best to invest your budget, and you will also be able to identify underperforming areas which need to be addressed moving forward.



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