Digital marketing for industrial & manufacturing companies

With the growth of the Internet, potential clients have found that it’s more convenient to go online to research potential industrial companies and their products. Buyers aren’t only able to find a huge selection of companies and products quickly, but also able to read reviews, customer feedback, and see detailed photos or specs in a matter of seconds.

To accommodate the changing buyer preferences, industrial companies such as manufacturers, industrial service providers, distributors, builders or subcontractors must stay on top of current trends and best practices, otherwise they could miss out on valuable leads. There are many new approaches to engage potential and existing clients, but the challenge is that many industrial companies don’t prioritize marketing to educate potential clients throughout the customer’s journey.

How industrial & manufacturing companies benefit from digital marketing

No matter what your company manufactures, a steady client base is what keeps your business running smoothly. However, how does your industrial company convey to your target audience that your products are needed and more importantly, offer value? The answer is through a digital marketing strategy that delivers a consistent and compelling message that showcases your expertise, efficiencies and capabilities in order to create brand awareness and generate quality leads.

In an industry that’s moving toward more automation and technology, it’s surprising that marketing efforts haven’t caught up. Many companies still rely on traditional marketing while digital marketing channels have proven to be beneficial and cost effective in comparison to traditional marketing.

Here are a few results that your company will obtain:

  • Diversify and broaden your customer base
  • Lower marketing costs to acquire new clients
  • Raise brand recognition and credibility
  • Attract quality leads to your website
  • Become a thought leader in your industry

6 digital marketing strategies for industrial & manufacturing companies

1. Search engine optimization (SEO)

Since it’s a global market where buyers can purchase goods and receive it in a reasonable amount of time, all of your competitors are fighting for prominence within your industry to reach your target audience. The most cost effective way to reach your target audience is through search engine optimisation (SEO).

In order to be visible online, build credibility and drive organic web traffic, it’s important to invest in a long-term SEO strategy. SEO involves a variety of best practices to help bring free traffic to your website by ranking high in search engine result pages (SERPs), using keyword research, on-page SEO, and creating quality content.

If you want to reach your target audience and maintain your competitive edge online in a cost effective way, then SEO is a must use strategy.

2. Content marketing & Digital PR

With decision-makers wanting to be more informed before they make a purchase, it’s vital that your company works to build trust with your target audience. Building trust can help your company establish a positive brand reputation and be looked at as a thought leader in your industry. Content marketing and digital PR help to achieve this trust because it allows you to connect with and educate your leads and clients.

Through the creation, publication, and distribution of content in the form of blogs, press releases, images, videos, and white papers, you are guiding your target audience through the customer’s journey and helping them to make an educated purchasing decision. If you view any of your industry leader or publication, they succeed because their company delivers a wealth of quality content that connects with their company’s audience.

3. Web design

Your website is often the first impression a potential customer will have of your company. In order to increase your web traffic and generate quality leads from search engines, it’s important to have an optimized website that is clean and easy to navigate with quality content that guides your visitor through the customer’s journey.

Having a properly optimized website is like being placed at the front of a trade show conference with the biggest booth at the show because searchers will more likely see and interact with your company if it ranks in the top of SERPs.

4. Marketing automation + CRM

The sales cycle for industrial companies can last weeks, months, or even years. To maintain relationships and communicate with personalized information, it’s essential to put a lead nurturing system in place. With a marketing automation + CRM tool, your audience receives tailored communication and content based on where they are in the sales funnel without all of the manual communication that sales and marketing teams would otherwise do.

A marketing automation + CRM tool is a cost-effective way in helping you to support your sales management, deliver actionable insights, manage your email marketing campaigns and social media accounts, and facilitate team communication. The improved alignment between your sales and marketing teams will allow them to get more things done in less time while delivering more qualified leads and a better customer experience. Industry reports have shown that marketing automation has resulted in a 14.5% increase in sales productivity and a 12.2% reduction in marketing spend for industrial companies.

Lastly, marketing automation can help you manage the relationship between your suppliers and distributors by capturing and automating all the communications, reminders and other notifications based on pre-defined triggers.

5. Social media

Social media can be an effective marketing channel for industrial companies. Beyond just “likes” and “clicks”, there are significant benefits of using social media to help you reach your business goals.

When you use LinkedIn, Twitter, Facebook, Instagram or YouTube to market your company, you can develop relationships with your clients and followers, create brand awareness, and learn about what others are doing in the industry. However, with your social media strategy, it’s always best to utilize and focus your time only on the platforms that your target audience is active on.

6. Search engine marketing (SEM) & Retargeting

You are most likely familiar with the text ads that appear at the top of SERPs on Google and Bing. This highly visible area continues to be some of the best placement on SERPs. By using a pay-per-click bid strategy with the right keyword selection and audience targeting, you can be sure that you’re attracting quality leads to your website.

Since less than 2% of your web traffic converts on their first visit, with the help of retargeting ads, you can remind the 98% of visitors who left your website why they came to your website in the first place. The data you have on your past visitors will allow you to re-engage them by showing them specific content that meets their criteria to get them to take a specific action with your company.