Manufacturing companies can take advantage of digital marketing to reach their target audience and boost their online sales. Digital marketing also offers various advantages over traditional marketing, including cost-efficiency, advanced analytics, and easier personalization.
As a professional agency with years of experience helping businesses in our local area, we fully understand the impact of a good digital marketing campaign on the revenue of small and large businesses.
Keep reading to learn more about digital marketing for manufacturing, including the best digital marketing strategies, and how to get started.
Do Manufacturers Need Digital Marketing?
Manufacturing companies need digital marketing to effectively reach and engage with their target audiences in today’s increasingly online world. By leveraging digital channels, manufacturing companies can remain competitive, adapt quickly to market changes, and foster stronger customer relationships through personalized and timely communication.
Digital marketing offers many advantages over traditional marketing methods, especially for small businesses. With advanced analytics and segmentation capabilities, companies can optimize their marketing efforts to reach the right audience at the right time, ensuring a better return on investment.
Benefits of Digital Marketing for Manufacturers
Let’s explore the benefits of digital marketing for manufacturing companies.
1. Geographic Reach & Flexibility
One of the most important advantages of digital marketing for almost any industry is its reach. With digital marketing, you can target people in almost any geographic area, it doesn’t matter if you need to target people in the whole US, or in just one state or city. Additionally, you can also easily change your reach depending on your business needs.
2. Cost Efficiency
One of the key factors that makes digital marketing so attractive for manufacturers is its cost efficiency. Unlike traditional marketing methods, such as print ads, billboards, or TV ads, digital marketing allows you to reach your target audience at a fraction of the cost.
With options such as Paid Advertising, you only pay for the results you achieve. This means you can allocate your budget more effectively, ensuring that every dollar spent contributes to your goals.
In a competitive market, where budgets must be carefully managed, digital marketing can be extremely convenient, especially for small manufacturing companies.
3. Quantifiable Results
Unlike traditional marketing channels, where gauging effectiveness can be challenging, digital marketing offers precise metrics and data that allow you to measure the performance of your campaigns in real time.
With digital marketing, you can track various metrics such as website traffic, conversion rates, impressions, social media likes, and more. These metrics provide clear insights into what’s working and what is not, enabling you to make data-driven decisions to improve your campaign.
For example, by analyzing which ads generate the most clicks or which social media posts drive the most engagement, you can refine your approach to target your audience more effectively.
Here are some of the most used analytics tools:
- Google Analytics
- Facebook Insights
- Instagram Insights
- Hootsuite
- Google Search Console
- Microsoft Clarity
4. Easier Personalization
Digital marketing excels in delivering personalized experiences, making it easier for you to connect with your audience on a deeper, more relevant level.
Through strategies like inbound marketing, including Blog posts and social media posts, you can attract potential customers by offering content that directly addresses their interests and pain points.
For example, by optimizing your website for search engines, you can ensure that your content appears when users are searching for specific solutions or products related to your industry. This means that the right information reaches the right person at the right time, increasing the likelihood of making a sale or creating a relationship with a future customer.
Moreover, digital advertising platforms, such as Google Ads, and Facebook Ads, offer advanced targeting options that enable you to show personalized ads to users based on their online behavior, demographics, and interests. You can also create ads that reflect the specific products or services a user has shown interest in, making your marketing efforts more relevant and compelling.
8 Best Digital Marketing Strategies for Manufacturers
Manufacturing internet marketing can be divided into several strategies, such as content marketing, paid advertising, and social media marketing.
1. Content Marketing
Content marketing involves creating and sharing valuable, relevant content to attract and engage your target audience. For most companies (including manufacturing companies) this content could include blog posts, videos, case studies, or infographics that address industry challenges, showcase products, or explain processes.
At Artonic we heavily apply content marketing in most of our digital marketing programs. We helped one of our clients, DIY Pole Barns, generate more sales through educational emails.
2. Paid Advertising
Paid advertising in digital marketing for manufacturing involves promoting your products or services through online platforms where you pay to have your ads displayed to targeted audiences. This approach is particularly effective in reaching specific segments of the market, increasing brand visibility, and driving qualified traffic to your website or landing pages.
3. Account Based Marketing (ABM)
Account-Based Marketing (ABM) is a strategic marketing approach that focuses on targeting specific high-value accounts rather than a broad audience. In ABM, marketing and sales teams work closely together to identify key accounts, usually companies or organizations with the highest revenue potential, and create highly personalized campaigns aimed directly at those accounts.
4. Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the process of optimizing your website to improve its visibility in search engines like Google and Bing. The goal of SEO is to increase organic (non-paid) traffic to your website by ensuring it ranks higher for relevant keywords.
SEO has several components, including On-page SEO, Off-page SEO, Technical SEO, and Local SEO. Unlike paid advertising, SEO doesn’t provide immediate results, instead, it provides sustainable results in the long term.
One great example is our client, Dr. Flue. Through SEO, we have helped Dr. Flue increase their organic traffic by 520% over a span of 4 years. Dr. Flue now has a powerful website that can attract customers even when not actively investing in Paid Advertising campaigns.
5. Social Media Marketing
Social media marketing involves using platforms like Facebook, LinkedIn, Instagram, and Twitter to promote your brand, connect with your audience, and drive sales. It’s a digital marketing strategy where you create and share content, such as posts, and videos tailored to your target audience.
The goal is to increase brand awareness, build customer relationships, and generate leads by leveraging the vast reach and targeting capabilities of these platforms. Effective social media marketing requires a strategic plan, consistency, and an understanding of the ever-evolving trends on each platform.
6. Podcasting
Podcasting is a growing strategy that involves creating audio content tailored to your industry and target audience. Unlike more popular strategies like social media or email marketing, podcasting doesn’t provide immediate ROI, instead, it’s a long-term brand-building channel.
Through podcasts, you can share expert insights, industry trends, and success stories, positioning your company as a thought leader in the manufacturing space. These episodes can be hosted on various platforms like Spotify, Apple Podcasts, and your company’s website, making them accessible to a broader audience over time.
We have our own digital marketing podcast! Learn more by visiting: Breaking Business Podcast on SoundCloud.
7. Email Marketing
In email marketing, the process involves sending relevant emails to a list of contacts, or subscribers. The goal would be to build customer relationships and promote products and services. Email marketing allows you to deliver personalized content, promotional offers, and updates directly to recipients’ inboxes.
It is a cost-effective way to maintain regular contact with your audience and encourage previous customers to purchase new products or services, making it an essential digital marketing strategy for manufacturers.
8. Video Marketing
Video marketing is the use of video content to promote your brand, services, and products, engaging audiences through dynamic visuals and storytelling. Videos can be utilized across a variety of channels and formats, including websites, social media platforms, and email campaigns.
Given that video is a popular medium and most people prefer to watch rather than read, it offers a powerful way to capture and hold your audience’s attention. At Artonic, we leverage video content extensively as it is one of the most effective methods of capturing users’ attention and communicating your message in a compelling way.
How to Get Started With Manufacturing Internet Marketing?
Here’s a quick guide on how to get started with manufacturing internet marketing.
1. Create a Website
A professional, well-designed website is the cornerstone of your digital marketing strategy. Your website serves as the primary touchpoint for potential customers, so it’s essential to ensure it effectively communicates your brand and offerings.
Start by investing in a user-friendly, mobile-responsive design that highlights your products, services, and unique selling propositions. Include key features such as detailed product information, customer testimonials, and an easy-to-navigate layout.
Moreover, ensure that your website is optimized for search engines (SEO) so that potential clients can find you easily. Incorporate relevant keywords related to your niche, and regularly update your content to keep it fresh and engaging.
Learn more by reading our article on: What Good Website Design Looks Like.
2. Define Your Goals
Setting clear, actionable goals is crucial for any digital marketing campaign. Begin by identifying what you want to achieve with your marketing efforts. Whether it’s increasing brand awareness, or generating leads, your goals will guide your strategy and help measure your success.
Once your goals are defined, develop a plan to achieve them. This involves selecting the right strategies and tools that align with your objectives. For instance, if your goal is to generate leads as quickly as possible, Paid Advertising would be a good place to start.
Additionally, make sure to regularly review and adjust your goals based on performance data to stay on track and optimize your efforts.
3. Identify Your Audience
In digital marketing for manufacturing (or for any other industry, really), understanding your target audience is fundamental for crafting an effective campaign.
Start by researching who your ideal customers are, including their demographics, preferences, and behaviors. This, along with defining your goals, will help you tailor your marketing messages and choose the right channels to reach them.
4. Create a Budget
Budgeting is a critical aspect of digital marketing that ensures you allocate resources effectively to achieve your goals. Start by assessing how much you can afford to spend on digital marketing initiatives. Break down your budget into different categories such as website development, content creation, advertising, and analytics tools.
Regularly review your budget to adjust for any changes in your marketing strategy or business needs. By managing your budget wisely, you can maximize your return on investment and achieve better results from your digital marketing efforts.
How Much Should Manufacturers Spend on Digital Marketing?
The amount you should spend on digital marketing varies based on several factors, including the size of your business, your industry, and your marketing objectives. While large corporations can afford to invest in both short-term and long-term marketing strategies, small businesses should focus on those strategies that can give the highest ROI in the shortest time possible.
Contact Artonic to get a tailored digital marketing quote for your business!
5. Select Your Digital Marketing Channels
Choosing the right digital marketing channels is essential for reaching your target audience effectively. Each channel has its strengths and can contribute to different aspects of your marketing strategy.
Consider where your audience is most active and which channels align with your goals. For example, if your target market is active on Instagram and TikTok, investing in Social Media marketing is a great option.
6. Refine Your Marketing Efforts
Continuous improvement is key to a successful digital marketing strategy for manufacturers. Regularly analyze the performance of your marketing campaigns using metrics relevant to your chosen channels. This can be done by using tools such as Google Analytics or Instagram Insights.
Based on your analysis, make data-driven adjustments to your campaigns. Test different strategies, optimize your content, and experiment with new tactics to see what yields the best results.
Should You Hire a Digital Marketing Agency?
Here are a few reasons why you should hire a professional agency for your manufacturing internet marketing.
Expertise & Experience
A digital marketing agency brings specialized knowledge and experience that can significantly benefit your marketing efforts. Agencies often have a team of professionals with diverse skills, including SEO experts, content creators, and social media strategists.
This expertise enables them to develop and execute comprehensive marketing strategies tailored to the manufacturing industry. They are well-versed in the latest trends and best practices, which can help you stay ahead of the competition and achieve better results.
Cost & Time Efficiency
Managing digital marketing in-house can be extremely time-consuming, particularly if you lack the necessary expertise. Additionally, hiring a full-time marketing team involves expenses such as salaries, training, and software tools.
Agencies offer flexible pricing models and can scale their services based on your needs. This allows you to focus on your core business operations while benefiting from professional marketing management.
Customized Strategies
Agencies work closely with you to understand your business goals and target audience, enabling them to craft customized marketing strategies. Their approach is data-driven, ensuring that every campaign is tailored to meet your specific needs and objectives.
In conclusion, if your manufacturing business has the budget for it, hiring a digital marketing agency can be a valuable investment. It offers access to expertise, efficiency, and advanced tools, helping you achieve your marketing goals more effectively.
An Artonic Case Study: Adrian Steel
Adrian Steel, a leading manufacturer of van and truck equipment needed to keep their distributors informed about their ever-evolving product lineup. Our solution involved creating and managing regular newsletters designed to keep their audience up-to-date on the latest offerings.
By implementing targeted email campaigns, we ensured that the distribution of information was both timely and engaging. The results: we achieved a 50% increase in email open rates and a 25% boost in clickthrough rates.
Learn more by visiting our: Adrian Steel Email Marketing Case Study.
We also have a dedicated Marketing Case Studies page you can explore to learn more about our past experience.
Digital Marketing for Manufacturing With Artonic
Digital marketing for manufacturing is one of the best tools for reaching the right customers, at the right time, bringing impactful results at a fraction of the cost.
At Artonic we have helped multiple local businesses improve their online visibility, and increase their sales, through professional digital marketing services in Michigan.
Not sure if digital marketing is for you? Check our Ebook on: Your Guide to Understanding Digital Marketing.
Frequently Asked Questions
Learn more about digital marketing for manufacturing companies.
Which Digital Marketing Strategies Are Most Effective for Manufacturing Companies?
The most effective digital marketing strategies for your manufacturing company depend on your business goals and budget. If you’re a small company looking to generate revenue quickly, Paid Advertising can provide immediate results.
For larger companies with more resources, a comprehensive approach is often more beneficial. This might include a combination of Content Marketing, Search Engine Optimization (SEO), Email Marketing, and Social Media Marketing. These strategies build brand awareness, strengthen relationships with prospects, and generate long-term, sustainable growth.
If you want to discuss your digital marketing needs with a professional digital marketing agency, contact us today!
How Long Does It Take To See Results From Digital Marketing in Manufacturing?
The timeline for seeing results from digital marketing for the manufacturing industry varies widely depending on the strategies you use. For instance, if you’re using Paid Advertising, you can start seeing results almost immediately, typically within a few days to weeks. These strategies are effective for generating quick traffic and leads.
On the other hand, strategies like search engine optimization (SEO), and social media marketing are more long-term. These strategies focus on generating sustainable organic traffic, which might take several months to start showing significant improvements.
Ultimately, the speed of results depends on your chosen strategy, the competitiveness of your market, and the consistency of your efforts.
What Are the Most Common Digital Marketing Mistakes to Avoid?
In digital marketing, certain mistakes can significantly hinder your success. Here’s a breakdown of the most common pitfalls to avoid:
- Lack of Realistic Goals: Without clear, achievable goals, your marketing efforts can lack direction and focus. Establishing measurable objectives helps guide your strategy and track progress.
- Targeting the Wrong Audience: Reaching the wrong audience wastes resources and diminishes returns. Ensure you have a well-defined target audience to tailor your messaging effectively.
- Neglecting Your Website Design: Your website is often the first impression potential customers have of your brand. Poor design or user experience can drive visitors away. Ensure your site is user-friendly, responsive, and visually appealing.
- Forgetting About SEO: Ignoring SEO means missing out on organic traffic. A well-optimized website increases visibility and attracts potential customers actively searching for your products or services.
- Neglecting Social Media: Social media platforms are powerful tools for engagement and brand building. Failing to maintain a consistent presence can result in missed opportunities to connect with your audience.
- Taking on Too Many Strategies Without Proper Resources: Trying to implement too many strategies at the same time can spread your resources thin and lead to poor execution. Focus on a few key strategies that fit your objectives and available resources.
Avoiding these common mistakes can help ensure that your digital marketing efforts are both efficient and effective.
What is The Difference Between Inbound & Outbound in Digital Marketing for Manufacturing?
Inbound marketing focuses on attracting potential customers by providing valuable content and experiences tailored to their needs. This approach nurtures relationships by offering useful information that educates and engages your audience, positioning your manufacturing company as a trusted resource. Some examples of inbound marketing include:
- Social media posts
- Blog posts
- Videos
On the other hand, outbound marketing consists of sending your message directly to customers. In general, outbound includes more traditional forms of marketing, such as:
- Television ads
- Radio ads
- Cold calling
What Are the Essential Components of a Successful Digital Marketing Strategy for Manufacturing?
A successful digital marketing strategy for manufacturing companies hinges on several key components. Here’s a very simplified breakdown.
- Website
- Clear goals
- Target audience
- High-quality content
- Analytics
By integrating these components, you can create an effective digital marketing strategy.
Key Digital Marketing Terms
Here are some digital marketing terms mentioned throughout the article.
Analytics – The analysis of data or statistics to understand patterns and trends, often used to make informed decisions.
Click-Through Rate (CTR) – A metric that measures the percentage of people who click on a link or ad compared to the total number who view it.
Content Strategy – A plan for creating, delivering, and managing content to achieve specific business objectives.
Conversion Rate – The percentage of users who take a desired action, such as making a purchase or filling out a form, compared to the total number of users.
CRO (Conversion Rate Optimization) – The process of improving the effectiveness of a website or landing page to increase the percentage of visitors who convert.
CTA (Call to Action) – A CTA is a specific element that encourages users to take a specific action, such as “Buy Now” or “Sign Up.”
Customer Relationships – The interactions and connections between a business and its customers.
Digital Marketing Agency – A company that provides services related to online marketing, including SEO, PPC, content marketing, and social media management.
Digital Marketing Campaign – A coordinated series of online marketing activities designed to achieve specific goals, such as increasing brand awareness or generating leads.
Facebook Ads – Paid advertisements that appear on Facebook’s platform, targeting users based on their interests, demographics, and behaviors.
Facebook Insights – A tool within Facebook that provides analytics and performance data about your Facebook Page and posts.
Google Ads – An online advertising platform developed by Google where businesses can create ads to appear on Google search results and other websites.
Google Analytics – A web analytics service by Google that tracks and reports website traffic, helping businesses understand user behavior and website performance.
Google Search Console – Google Search Console is a powerful tool created by Google. It provides website owners with a variety of insights, ranging from clicks, and impressions, to technical issues in order to measure performance and troubleshoot issues.
Hootsuite – A social media management platform that allows users to schedule posts, track social media engagement, and analyze performance across multiple channels.
Impressions – The number of times an ad, post, or link is displayed to a user, regardless of whether it is clicked or not.
Inbound Marketing – A strategy that focuses on attracting customers through relevant and helpful content. Some examples of inbound marketing include website blog posts, videos, social media posts, etc.
Instagram Insights – An analytics tool for Instagram that provides data on the performance of posts, stories, and account activity.
Key Performance Indicators (KPIs) – Metrics used to measure the effectiveness of various business activities in achieving key objectives.
Keyword – A word or phrase that users enter into search engines, which businesses target to attract relevant traffic to their websites.
Lead – A potential customer who has shown interest in a product or service and is considered a candidate for further marketing efforts.
Lead Generation – The process of attracting and identifying potential customers for a business’s products or services.
Microsoft Clarity – A user behavior analytics tool by Microsoft that provides insights into how users interact with a website through heatmaps and session recordings.
Organic Traffic – Visitors who come to a website through unpaid search engine results, rather than through paid ads.
Outbound Marketing – A strategy where businesses actively reach out to potential customers through methods such as cold calls and TV ads.
Retargeting – A digital marketing technique that targets users who have previously interacted with a website or ad but did not complete a desired action.
Return on Investment (ROI) – A measure of the profitability of an investment, calculated by comparing the net profit to the cost of the investment.
Search Engine Results Page (SERP) – The page displayed by a search engine in response to a user’s query, showing a list of relevant results.
Segmentation – The process of dividing a market or audience into distinct groups based on characteristics like demographics, interests, or behavior for targeted marketing.
Social Media Posts – Content shared on social media platforms, including text, images, videos, or links, aimed at engaging with followers.
Storytelling – The art of crafting and sharing compelling narratives to connect with an audience and convey a brand’s message or values.
Target Audience – The specific group of people a business aims to reach with its marketing efforts, defined by characteristics such as age, gender, interests, or location.
Traditional Marketing – Conventional marketing methods such as print ads, TV commercials, radio ads, and direct mail, as opposed to digital marketing.
Website – A collection of related web pages hosted on the internet, typically including information about a business, its products or services, and other relevant content. Websites are usually at the center of most companies’ digital marketing efforts.