Digital Marketing Strategies Used By Industrial Manufacturers

Digital Marketing Strategies Used By Industrial Manufacturers

As many small businesses struggle with deciding on which kind of marketing to do, it's essential to have a marketing budget. Apart from this, spending it in the right direction and making the most of it is also equally important. However, reaching the right marketing decision is not that easy, even though it can make a vast difference in their results. When it comes to marketing, few questions may definitely arise : When it comes to industrial digital marketing vs. traditional marketing, how do you know where to spend it? How to do an effective marketing? Should I do it on my own? Which method of marketing will give me the most profitable deal? Who should I trust with my marketing? Well, the answers may surprise you. A business can get a better idea of which marketing method is suitable and how it should be applied, by gaining clarity on the aspect of industrial digital marketing vs. traditional marketing. For e.g. if you decide to build your brand and increase your customer base with the help of social media marketing, you could hire a reputed (Business to Business) B2B publication like Plant automation technology or you could do it yourself.

A successful business is not just about having a high quality product or choosing the appropriate market, but it's also about pulling out the right kind of marketing techniques, in order to reach out to target audience and convert them into customers or leads. You always need to ensure that you are ahead of your competition and cannot just depend on the outdated marketing methods anymore. You need to understand and look beyond how you can implement the latest digital marketing techniques to grow your reach.

Digital marketing is a kind of strategy, when a business advertises the brand name through different social media such as Twitter, Facebook and YouTube and invests on building a website. Digital marketing includes a huge amount of marketing opportunities such as mobile, social media marketing (SMM), blogging, email marketing, search engine marketing (SEM) and many more. The main difference between digital marketing is that, by using content marketing and other solutions, many digital marketers look to provide value to their audience, which is not in the case with traditional advertisers who just look to increase sales with their ad spots, not to provide value.


Traditional Marketing

  • Reach your target local audience easily
  • The materials can be kept
  • It's easy to understand

Digital Marketing

  • Along with international one, you can even target a local audience
  • Your audience can choose the way they want to receive the content
  • Interaction with your audience is possible
  • Digital marketing is cost efficient
  • Data and results are easily recorded
  • Higher exposure and engagement
  • Real time results and reduced cost
  • Brand development

Digital Marketing Strategy For Manufacturers

As the audience is unique, the digital marketing strategies used in B2B for the industrial sector are completely different from the strategies used in other industries. To generate leads, it has taken a while for manufacturing companies to get into the practice of using industrial digital marketing. Your marketing strategies, as a manufacturer or distributor, must vary from those of a business-to-consumer (B2C) organization. Your ultimate goal is to reach businesses and convince them to carry your products at the end of the day. Being B2B, industrial digital marketing differs from conventional B2C in a number of ways.  Every B2B transaction or industrial is likely to involve considerably more evaluation, analysis and decision-making at a variety of levels.

Examples of the popular B2B marketing channels in the digital category include:

  • Website
  • Search engine optimization (SEO)
  • Paid search advertising (PPC)
  • Content marketing
  • Social media marketing
  • Blogging and guest posting
  • E-mail marketing

These B2B marketing channels are not that easy as they are seen. It'll require to give you much efforts and make you try hard to achieve. Moreover, it also takes a lot of time to get high ranking on search engines.

The below mentioned digital marketing strategy for manufacturers and distributors will help you reach more potential customers at the lowest cost possible.

1) Optimize Your Website For Searches

The first step in industrial digital marketing strategy should be to ensure that your website should be easily found in searches by those who are looking for you, and it should outrank any competitors you have. This can be done through the process of search engine optimization, an acronym for SEO. Most importantly, ensure that your website is responsive.

You can increase the number of leads, and ultimately close more deals by ensuring that people can access your site from a variety of devices including tablets and smartphones.

2) Make Use Of Pay-Per-Click (PPC) Advertising

Pay-per-click, or PPC, is another important part of a manufacturer's brand marketing. It’s a modern advertising method that includes the placement of small ads along the side or top of natural search engine results. Typically, as the PPC ads are inexpensive, they can have very high returns on investment (ROI) for manufacturers or distributors. They just contain a copy of one or two sentences with a link to your website. You can only pay for them when they are clicked, but not when they are viewed, which would indeed be the biggest benefit.

With this PPC, one more advantage for industrial manufacturers in digital age, is that you get immediate results. The ads can start driving traffic to your website, as soon they are clicked to go live. Without exhausting your budget or employees, you can quickly increase leads.

3) Test Your Website To See What Converts

A particular method called conversion rate optimization (CRO), encourages failure and testing. The idea of CRO is very simple. CRO allows you to test something safely.

4) Create Engaging Content And Media That Ranks Well

Creating engaging content and ensuring that it ranks highly in searches, is one way you can attract more potential customers to your website and allow them to learn more about your products. You can create a video, write a keyword-based title and description and put in on YouTube with a link to your website in the description. You may write content, like articles or blog posts, that answers those questions your customers may have/had in the past. The pages are likely to rank well, if these are among those popular questions, that are commonly searched. The potential customers will read them, then search your website to learn more about what you do.

5) Create Social Media Profiles

A great way to engage potential clients online for manufacturers is social media. At times, B2B companies are slow to integrate social media marketing. Manufacturers can increase brand recognition and make meaningful connections, with sites like Twitter, LinkedIn and Facebook. You can also share product photos, create brand ambassadors and set up competitions by using social media. Additionally, B2B companies can demonstrate their products and provide educational content in video format with YouTube.

During product development, manufacturers can use social media to gain feedback and ideas. The sentiments of customers about your company can be captured by social media listening tools and to meet their expectations, you can adjust your marketing strategy even. To gain further insight into customer opinions, you can use product forums even.

6) Make It Easy For Potential Customers To Contact You

Getting in touch with you is the final strategy we recommend for potential customers. You may be wondering how can this be a marketing strategy? Instead of filling out to request a quote or filling up eight or nine fields, or wondering if you have a contact form at all or can your phone number be easily found or is it buried at the bottom of your page or on a separate page, you can ensure that more of them pick up the phone or send you an email, by giving your potential leads, the path of least struggle. By being present and active on social media, you can also improve your chances at getting in touch with them, who might reach out to you with questions.

It's very usual to receive questions about products or pricing through Facebook or Twitter. So, just be prepared.

Plant automation technology is one of the leading B2B publication which follows all the above digital marketing strategies. Get listed with us and gain global brand awareness and guaranteed leads to your products. Follow these steps and feel free to share the results !