Manufacturing is the backbone of a countless number of industries, from automotive to consumer goods.
Yet despite how important manufacturing brands are in powering a variety of other industries, many manufacturing brands keep their focus on production and operations and overlook the importance of marketing themselves to the companies that rely on their services.
And, unfortunately, with marketing in the backseat, these manufacturing brands risk losing golden opportunities to connect with potential partners, differentiate themselves in the market, and grow their business.
So, if this scenario hits close to home for your manufacturing brand, then please know that all is not lost! There’s a way to turn things around, shift gears, and revamp your marketing strategies for success!
Today’s blog is guiding you through some actionable marketing strategies designed to help manufacturing brands like yours boost your marketing efforts, attract the right customers, and drive real results!
Let’s dive in!
Common Challenges in Manufacturing Marketing
So, what makes manufacturing such a complicated field to market in?
There are plenty of reasons why a tailored and well-thought-out marketing strategy is a necessity if you want your brand to succeed.
Here are just a few:
- Complex and Niche Products — Manufacturing often involves highly technical products that can be difficult to explain and market to non-technical clients and audiences.
- Long Sales Cycles — B2B manufacturing requires multiple touchpoints and long decision-making processes, making it challenging to keep up customer engagement over time.
- Limited Brand Awareness — As mentioned above, many manufacturing brands focus on operations over building their brand presence, which can result in low visibility in a competitive market.
- Balancing Digital and Traditional Strategies — Manufacturing companies rely on trade shows and in-person events, making it harder to shift their focus to digital marketing.
- Resource Allocation — With much of their budget and manpower allocated to production, marketing teams in manufacturing often find themselves operating with limited resources.
- Reaching the Right Decision-Makers — Manufacturing businesses typically target specific professionals, like engineers or procurement officers, making it challenging to tailor messaging that speaks to such a specific audience.
- Lack of Marketing Expertise — Manufacturing firms often lack in-house marketing expertise, leading to missed opportunities to create effective strategies and content.
- Keeping Up with Changing Technology — Rapid advancements in digital marketing tools and techniques can make it difficult for manufacturing brands to stay updated and competitive.
The Key Elements of a Successful Manufacturing Marketing Strategy
Despite these challenges, however, a successful marketing strategy can help your manufacturing brand overcome and achieve the results you’re looking for!
Below are the 6 elements of a winning manufacturing marketing strategy along with some actionable steps to implement them into your existing strategies today:
1. Define Your Target Audience
The first step in any marketing strategy is to define your target audience.
The manufacturing industry usually involves a niche market, so identifying the decision-makers, like engineers, procurement officers, or C-suite executives is crucial so that you can create tailored strategies designed to resonate with these groups.
Here are some actionable steps to help you define who your marketing should speak to:
- Develop Buyer Personas — Create detailed profiles for each segment of your audience, including their goals, challenges, and preferred communication channels.
- Segment Your Audience — Break down your audience into categories based on industries, roles, or purchasing power to better tailor your messaging and offers.
- Use Data Analytics — Use CRM systems and website analytics to better understand your audience’s behavior and preferences.
*If you need some assistance developing detailed user personas, check out our user personas and strategy service page and portfolio! We’d love to help get you started.
2. Build a Strong Online Presence
Once you’ve got your target audience defined, the next step is to build a strong online presence that appeals to them!
A strong digital presence will make sure that your manufacturing brand is visible and accessible to all of your potential clients throughout their decision-making process. Below, we’ll explore some key areas to focus on to establish and maintain a strong digital presence:
Optimize Your Website
Your website is very often the first impression a potential client will have of your brand.
So, make sure your web design is visually appealing, easy to navigate, and optimized for mobile devices so that it provides a seamless and positive user experience on any device they may be browsing on. Optimize it for search engines too by including clear metadata, alt text for images, and quick-loading pages to prevent any drop-offs due to frustration.
Your website should also feature helpful information like your technical product details, case studies, and a blog to educate your audience and establish credibility.
Optimize for SEO
Optimizing your website for SEO (search engine optimization) will make sure that your website and content are visible for any potential clients Googling for manufacturing solution providers.
To keep your brand on top of the search engine results, follow the steps below:
- Use Relevant Keywords — Use tools like SEMrush or Google Keyword Planner to identify technical keywords and long-tail phrases related to your products and services. Once identified, sprinkle them throughout your website content, blog posts, and metadata to help your content rank.
- Local SEO — Target regional buyers by optimizing for local SEO, including location-specific keywords, and creating a Google Business Profile.
- Keep Content Fresh — Regularly update your website with new content that goes along with industry trends to keep it relevant for both users and search engines.
- Optimize Metadata — Include clear and compelling meta titles, descriptions, and alt text for images to improve your site’s ranking and click-through rates.
- Improve Site Performance — No one likes to stare at a loading screen. Make sure that your website loads quickly, is mobile-friendly, and provides an excellent user experience to help you reduce bounce rates and boost rankings.
Create a LinkedIn Presence
LinkedIn is a very powerful platform for B2B manufacturing brands.
If you don’t already have a LinkedIn account, then be sure to create one! Then you can use it to share thought leadership articles, technical guides, and case studies that demonstrate your expertise.
You can also join industry-specific groups to participate in discussions and connect with key decision-makers you want to reach.
Be sure to post regularly to stay visible to your network and consider running targeted LinkedIn Ads to reach specific professionals who may need your services for their organization’s manufacturing needs.
Social Proof
Social proof is the psychological phenomenon where people look at other people’s actions, opinions, or experiences to guide their own decisions.
So, take advantage of this human tendency and use your potential customers’ positive word of mouth to sway decision-makers who may be on the fence about your services. Include testimonials, reviews, and client success stories on your website and social media platforms to help build up trust and credibility. Manufacturing buyers very often rely on peer recommendations when choosing their manufacturing partners, so showcasing satisfied clients can make a big difference!
Invest in Digital Advertising
It’s always a good idea to pair up your organic marketing efforts with paid advertising to help you reach your audience more effectively.
Use Google Ads to target people who are searching for specific terms related to your business, which helps your brand appear right when they’re ready to take action.
LinkedIn Ads can also be tailored to reach professionals in specific industries or roles to help you close more deals faster. This right mix of ads can help you drive traffic, generate leads, and stay visible to your customers.
And whatever strategies you use, don’t forget about retargeting! Retargeting strategies let you re-engage with users who’ve visited your website but didn’t convert or ask for a demo. This keeps your brand top-of-mind and increases the chances that a potential client will come back to close a deal.
3. Quality Content
The content that your brand uses can make or break your marketing efforts!
Manufacturing audiences need detailed, technical information to make confident choices about your products or services, so that’s what your efforts should focus on. By creating clear, helpful, and high-quality content, you can better position yourself as a reliable resource your clients can trust.
If you need some ideas about the kind of content plan you should be creating, here are some tips:
- Educational Blog Posts — Write articles that explain industry trends, break down technical concepts, or offer solutions to common problems your audience faces.
- How-To Videos — Showcase your products in action or demonstrate step-by-step processes that simplify complex operations.
- Product Tutorials — Provide in-depth guides or videos on how to use your products effectively to maximize their value.
- Case Studies — Highlight successful projects or satisfied clients to build credibility and show potential customers the real-world benefits of working with you.
- Whitepapers and E-Books — Offer downloadable resources packed with detailed insights or data on topics relevant to your industry.
- FAQs and Troubleshooting Guides — Address common questions or issues to position your brand as a problem-solver and go-to resource.
- Customer Stories — Share testimonials or success stories that showcase how your products or services have positively impacted other businesses.
- Interactive Tools — Develop calculators, configurators, or comparison charts that help your audience make informed decisions.
Quality content not only attracts potential leads and nurtures them through the decision-making process, but also boosts your website’s SEO performance, making you more visible to search engines, increasing awareness, and driving more organic traffic to your brand!
4. Trade Shows and Events
While digital marketing dominates most marketing strategies nowadays, industries like manufacturing still rely a great deal on face-to-face interaction.
Trade shows and industry events are great places to showcase your products, connect with potential clients, and build personal relationships that just aren’t possible through digital channels.
Manufacturing buyers often want to see products and processes up close and personal, ask technical questions, and experience the effectiveness of your offerings firsthand, so give the people what they want!
Here are some steps to help you make a splash at your next trade show or in-person event:
- Invest in an Eye-Catching Booth Design — Hire a trade show booth designer to create a visually appealing booth that reflects your brand identity and immediately grabs attention. A good booth design uses clear signage, bold visuals, and interactive elements to draw in attendees and communicate your unique value.
- Offer Live Product Demonstrations — Show off your products in action to showcase their functionality, quality, and innovative features. Live demos draw in visitors and help them better understand how your solutions can address their specific needs.
- Provide Engaging Handouts and Swag — Offer brochures, product samples, or branded merchandise that attendees can take away, keeping your brand top-of-mind after the event.
- Collect Contact Information — Use sign-up sheets, QR codes, or lead capture tools to gather attendee details. Incentivize sign-ups by offering exclusive content, discounts, or giveaways!
- Engage on Social Media During the Event — Post updates, share photos, and use event-specific hashtags to connect with attendees and boost your presence online.
Remember to follow up any interactions you make with personalized follow-up emails and add qualified leads to your CRM system to keep your brand top-of-mind and make the most of your efforts!
5. Strategic Digital Ads
Investing in PPC and digital advertising can be one of the most effective ways to reach your target audience with precision.
For manufacturing brands especially, platforms like Google Ads and LinkedIn Ads offer unique opportunities to connect with decision-makers in specific industries, job roles, and stages of the buying process you’re targeting.
Unlike organic strategies, digital ads give your manufacturing brand immediate visibility, putting you in front of high-intent audiences who are already searching for solutions you can provide.
Here are some steps to take to set up strategic digital ads to raise brand awareness, generate more leads, and drive conversions:
- Use Google Ads for High-Intent Keywords — Target industry-specific keywords that line up with your products or services to make sure your ads appear in search results when potential customers are actively searching for solutions. Use tools like Google Keyword Planner to identify keywords and refine your strategy.
- Run Retargeting Campaigns — Re-engage users who have visited your site but didn’t take action. Retargeting ads can serve as helpful reminders, offering promotions, additional product information, or free consultations to encourage conversion.
- Use LinkedIn Ads for B2B Connections — LinkedIn Ads are particularly effective at targeting professionals based on industry, job title, company size, and more. LinkedIn’s precision targeting makes it ideal for connecting with decision-makers in your target industries.
- A/B Test Your Ad Creative and Messaging — Don’t be afraid to experiment with different headlines, visuals, and calls-to-action (CTAs) to see what resonates best with your audience and drives the most engagement.
- Monitor and Optimize Campaign Performance — Use analytics tools to track performance metrics like click-through rates (CTR), cost-per-click (CPC), and conversions. Adjust targeting, bids, and ad creative as needed to maximize ROI.
6. Measuring Success
In manufacturing marketing, success isn’t just about executing campaigns, it’s about knowing what aspects of your campaigns are delivering results.
Once your campaigns are launched, be sure to frequently measure the effectiveness of your strategies with tools like Google Analytics or HubSpot to make sure that you’re maximizing your resources and making data-driven decisions to even further refine your approach!
Here are some crucial KPIs to monitor:
- Lead Generation — Track the number of qualified leads generated through your campaigns, including things like inquiries, sign-ups, or demo requests.
- Conversion Rates — Measure how many leads or website visitors take desired actions (i.e., completing a purchase or requesting a quote).
- Website Traffic — Watch the volume of visitors to your website and make note of where they are coming from (i.e., organic search, paid ads, referrals).
- Click-Through Rates (CTR) — Check the effectiveness of your ads, emails, and other content by measuring how often users click on your links.
- Bounce Rate — Track the percentage of visitors who leave your site after viewing only one page to look for areas to improve in content or navigation.
- Engagement Metrics — Measure how users interact with your content, such as time spent on a page, social shares, or video watch rates.
- Return on Investment (ROI) — Calculate the revenue generated from your campaigns compared to the costs you put into it to see if the ROI is worth the effort. Reallocate your budget as needed to ads or channels that have the best ROI.
- Cost Per Acquisition (CPA) — Monitor the cost of acquiring a new customer to make sure your marketing budget is being used efficiently.
- Customer Lifetime Value (CLV) — Evaluate the long-term value of a customer relationship to prioritize strategies that boost loyalty and encourage repeat business.
- Email Open and Click Rates — For email campaigns, track how many recipients open your emails and click through to your website or offers.
The Best Marketing Tools and Channels for Manufacturing Brands
When planning out your marketing strategies, keep in mind that the right tools and channels can make all the difference in how you connect with your audience and the results you can expect from your efforts.
Check out the following 3 channels below for some of the best channels and tools to help you reach decision-makers, nurture leads and build strong relationships.
1. Email Marketing for Lead Nurturing
Email marketing is one of the most effective tools out there for manufacturing brands to stay connected with their audience.
It gives you a channel to provide valuable information, build trust, and nurture your leads through the sales funnel to conversion.
Here are some steps to take to make the most of your email marketing efforts:
- Segment Your Email List — Group your audience by industry, job title, or stage in the buying process to deliver personalized content that resonates with their needs.
- Automate Campaigns — Use email marketing tools like Constant Contact or Mailchimp to set up automated workflows, such as welcome sequences, product updates, or abandoned cart follow-ups.
- Share Valuable Content — Send newsletters, case studies, or whitepapers to educate your audience and keep them engaged. Focus on content that solves their problems or highlights your expertise.
- Track Engagement Metrics — Monitor open rates, click-through rates, and conversion rates to gauge how effective your emails are and refine your approach.
2. SEO and Keyword Optimization for Visibility
SEO is a MUST for manufacturing brands looking to attract decision-makers.
By optimizing your website for the right keywords and phrases, you can make sure that your business is showing up when prospective clients are actively searching for the kind of solutions you offer.
Here are some steps to take to optimize your website for SEO, boost your visibility, and drive more traffic to your website:
- Start with Keyword Research — Use tools like SEMrush or Ahrefs to identify high-intent keywords related to your industry, products, or services. Focus on terms that potential clients are likely to search for (i.e.,
- Optimize Website Content — Incorporate your target keywords naturally into website copy, blog posts, meta descriptions, and headers to improve your search engine rankings.
- Focus on Technical SEO — Ensure your website is fast, mobile-friendly, and easy to navigate. Fix broken links and optimize images to enhance user experience.
- Create High-Value Content — Develop blog posts, guides, and other resources that answer common questions or address pain points in your industry.
- Build Backlinks — Partner with industry publications or influencers to secure backlinks that improve your site’s authority and credibility in search engines.
3. Social Media Marketing for Brand Awareness
Hold on, hear us out.
Social media may not exactly be the first platform you think would be effective for manufacturing brands, but it is!
Social media marketing is an excellent way to showcase your business’s cutting-edge processes and expertise in the industry, engage with your audience, and build credibility.
But only if it’s done right!
Follow these steps to make sure you do:
- Choose the Right Platforms — Focus on platforms where your audience is active, like LinkedIn for B2B connections or Instagram for showcasing products visually.
- Share Valuable Content — Post videos of product demos, behind-the-scenes looks at your manufacturing processes, and thought leadership articles that establish your expertise.
- Engage with Your Audience — Respond to comments, join industry groups, and participate in discussions to build relationships and trust.
- Paid Ads — Use LinkedIn Ads or Facebook Ads to target specific industries, job titles, or geographic locations. Paid ads can amplify your reach and generate qualified leads.
- Track Performance — Use platform analytics to measure engagement, impressions, and click-through rates, and adjust your strategy based on what works best.
Why Manufacturing Brands Choose to Outsource Creative Projects
It may come as no surprise to you that the complexity of marketing for manufacturing brands results in many brands outsourcing their creative work.
Outsourcing creative projects like graphic design, copywriting, or even digital ad management is becoming an increasingly popular choice for manufacturing brands looking to boost their marketing efforts without taking away time and resources from their in-house team, operations, and production.
Here are a few reasons why outsourcing is often the right move for manufacturing brands. Check them out and see which your brand could benefit from:
- Access to Specialized Expertise — Creative agencies and platforms employ marketers and creatives who have experience in design, content creation, and branding. These professionals understand how to simplify complex technical details and present them in ways that resonate with your target audience.
- Cost Efficiency — Hiring a full in-house creative team can be expensive and resource-intensive. Outsourcing allows manufacturing brands to tap into high-quality talent without the long-term costs of onboarding, salaries, and benefits.
- Time Savings — Manufacturing teams are often stretched thin managing production schedules, operations, and customer relations. Outsourcing creative tasks makes sure that your marketing projects are completed efficiently without pulling focus from other business functions.
- Fresh Perspectives — External creative teams bring new ideas and perspectives to your marketing strategy. They can offer innovative solutions and ensure your brand stands out in a competitive market.
- Scalability and Flexibility — Outsourcing allows you to scale your creative efforts up or down as needed. Whether you need a one-time campaign or ongoing support, outsourcing provides the flexibility to adapt to your goals.
- Focus on Core Competencies — By entrusting creative work to experts, your in-house team can focus on what they do best — manufacturing high-quality products and maintaining excellent customer relationships.
- Access to Advanced Tools — Creative professionals often use cutting-edge software and tools that can elevate your marketing materials, such as high-end graphic design, video production, and analytics platforms.
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Ready to Take Your Manufacturing Brand to the Next Level?
If outsourcing your creative marketing sounds like a great move for your manufacturing brand, then we have one more suggestion to make before you go.
Why not partner with Designity?
Designity is an innovative Creative as a Service platform made up of the top 3% of all of the creative talent who applies each year, meaning that partnering with Designity gives you instant access to the best of the best in fields like graphic design, digital marketing, SEO, social media management, copywriting, web design, web development, and more.
And with each account led by a designated Creative Director to guide your strategies, source and manage your rotating creative team, and make sure that all of your marketing assets and campaigns are ready when you need them, you can get it all done without taking your attention away from your brand’s production and operation.
If that sounds like a plan, we invite you to check out our manufacturing marketing service page and portfolio so you can see firsthand how Designity’s innovative platform and unmatched creative and marketing talent have made all the difference for brands just like yours.
If our style vibes with yours, then go ahead and book your demo call. We’ll get you started with a two-week, no-obligation trial to give you a chance to test-drive our 100+ marketing and design services to see why Designity is the partner you need to get your manufacturing brand the results it’s looking for.
Is your manufacturing brand ready for a marketing strategy that drives results?
