Marketing for manufacturers is not similar to other companies. Instead of focusing on B2C, manufacturing companies need to establish and foster connections with wholesalers, distributors, and retailers while considering end-users’ expectations and needs. Basically, they need to market to their customers and their customers’ customers.
The marketing landscape for manufacturing companies has significantly changed throughout the years, as online channels have become more prominently utilized. Some of the go-to tips for manufacturers a few years ago aren’t effective anymore. Buying preferences have changed, and the supply chain has recently been disrupted due to the economic effects of the COVID-19 pandemic. If you want your business to keep afloat and strive, it’s crucial that you keep up with trends in the B2B industry. With that being said, here are some full-proof marketing ideas for manufacturers that you might want to look into.
According to Cisco, it is expected that by 2021, 82% of consumer internet traffic will come from video streaming alone. In fact, according to Kleiner Perkins, mobile video usage in the past two years has skyrocketed to 10 million viewing minutes each day. As a smart marketer or entrepreneur, you can capitalize on this by uploading tutorials, product advertisements, product demos, behind the scenes, and other promotional videos that will help build your consumers’ trust.
According to a study conducted by the Content Marketing Institute, 86% of B2B companies in the country utilize content marketing to advertise their products, promote the brand, and convert leads. You can publish informational articles that your target market is interested in, conduct webinars, among others. These help potential and existing customers gain more knowledge on particular topics, have more confidence in what your company can offer, and finally decide which products to purchase.
Your company’s leads are highly valuable. Don’t lose the opportunity to close a sale. Curate your means of reaching out to them to make it more personalized. This way, they will not feel that they’re simply talking to a robot or automated response. Instead, they will have the impression that your company more relatable and is dedicated to providing tailor-made customer service to meet their needs. From landing pages to emails, these are just some of the activities that you can personalize.
In manufacturing, you need to reach out to a vast number of companies and individuals across a broad range of channels. Despite having a large team, it will be difficult for you to communicate with each of them and perform tasks manually. However, with the help of effective automation, you can efficiently manage the workflow for the sales and marketing process, which includes lead scoring and customer profiling. This supplements your objective of providing customized communication.
Email marketing is one of the best ways to convert leads, close sales, and encourage brand loyalty. However, it’s crucial that you update your email marketing strategy considering the customer preferences are changing, and more people use their mobile phones often to check and transact through emails. Make sure that your emails are not just error-free but also interesting. You can add infographics and videos that be of use to them. Don’t forget to send frequently but not too often that your emails turn into annoying spams. Implementing automation and personalization go hand in hand to improve email marketing efforts.
Fast and User-friendly Website
It’s common for people to visit websites using various devices such as smartphones, tablets, laptops, and desktop computers. Upon clicking your site, people expect that it loads quickly, it is organized and easy to navigate, and it works on whichever device they use. Without these, it is more likely that people will close your website and check on competitors. Therefore, if you don’t want to turn off and lose your valuable prospects, you need to update your website by improving its design and load time.
Responsive Web Design
One way you can ensure that your website is easily accessible on different devices is to have a responsive design. This enables your site to correctly and accurately display on a wide range of screen sizes and browsers. It’s essential that you have to implement a mobile-friendly website as soon as possible since most customers nowadays rely on their phone since it’s more portable and accessible than sitting down in front of a computer.
It’s a common misconception that social media is only effective for B2C. According to a study, 62% of marketers believe that LinkedIn is the most effective platform for converting leads. On the other hand, 40% of B2B companies get clients Facebook. With social media, you can upload relevant content such as infographics and product demos to inform customers about your products and other related topics that add value. This is also a fantastic avenue to engage with potential customers, display your authority in the industry, and boost brand reputation. Social media can even expand the reach of your blogs and other web content as well.
Thanks to the internet, there are so many available means to advertise your products and brand. From YouTube ads to influencer sponsorship, you can utilize them to raise brand awareness, instill your brand to customers, and reach a wider audience with less effort. Plus, you have more control over how you want your ads to appear, when to show them, which type of people you want to see them, and how much you’re willing to spend each time.
Sending PR Packages
Sending PR packages is certainly not just for B2C companies. By sending samples of your product, such as color palettes for paints and swatches for fabrics, this shows them that you have confidence in your products and allows them to see your items up close.
Marketing in today’s faced-paced environment can be a little intimidating at the start, but with the right team who will provide expert assistance, you can surely take advantage of all the emerging manufacturing trends.