Digital Marketing for the Manufacturing Industry
It is essential that every business, in every industry, be doing some sort of digital marketing. All business owners know that they need to adopt some sort of digital marketing strategy in order to be relevant today. Manufacturing is no different. Are sales slow? You need to do something right now to generate more leads and sales.
Manufacturing as an industry is steeped in tradition. Modern industry evolved in the 19th century, at that time the United States adopted the extensive use of interchangeable parts and mechanization for production. This system of manufacture was called the “American system” for a short period of time. This was not due to any aspect that was unique to America, it was just strongly associated with the American companies who first successfully implemented it. Those American companies were on the cutting edge at that time.
American manufacturers should again embrace advances in technology and process, digital marketing being the easiest to adopt, to propel them into the next century. As potential prospects connect with the world more and more through multiple electronic devices, traditional sales techniques, such as cold calling, become less and less affective. Today’s industrial buyers are in self-serve mode, making them virtually invisible and hard to reach. Abrasive as it may sound, they don’t need or want to talk to your sales people to get product information. Digital marketing allows manufacturers to reach new leads when they want to be reached by targeting demographics, geography, interests, online behavior, and even keywords and content on websites.
Digital marketing can seem scary and overwhelming. How do you know where your money is going? Will it work? How might your company’s reputation be affected? To help get things right from the start and to ease your initial fears, it is important to understand what you expect to get out of digital marketing and how you will measure these digital marketing goals. To that end, we recommend setting clear goals and using Google Analytics to measure the effectiveness of the digital campaigns in meeting those goals. And the best thing is that Google Analytics is free. Traditional marketing tactics like print ads, commercials, billboards, or trade shows are not measureable in the same way that digital marketing is. You have to have faith that traditional media or speaking to you at your booth generated the leads you gain. But digital marketing is different. By using Google Analytics we can track which web pages users look at, whether they fill out a form, or even purchase something from you online. We can even tell you if they are coming back over time and how they reached your site each time.
Although many manufacturing marketers are hesitant to try digital marketing, the shift doesn’t have to be drastic or all-in. Supplementing your traditional marketing with some digital marketing to create a holistic marketing strategy is the perfect solution. Our digital strategy prioritizes online prospects by those who are most likely to become your customer. If you are hesitant to try digital, try one platform or tactic at a time. Often we suggest Search Engine Marketing and/or Remarketing to start. Search Engine Marketing shows advertisements only to online users who have done a search on Google or Bing for a specific product or service that you offer. In this way, they are the exact person you want to reach and if they are searching, they are pretty close to making a purchase. Remarketing is the technique of serving ads to individuals who have been to your website at least once, who may not have reached out to you or purchased anything yet. Remarketing ads would follow them online and keep them front of mind, so when they’re ready, you will be there.
The manufacturing industry needs to continue to shift towards digital marketing. We know it can be difficult to navigate and daunting at times, but we offer the education and strategies to help.