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The (Introductory) Marketing Guide For Manufacturing Services
Sidse SorensenFebruary 2018
Customer needs change like the tide. With new technologies and heightened levels of accessibility to information, customers are getting more savvy about the manufacturing world that was once only technical jargon and industrial specifications.
The traditional determining factor for who to choose, word of mouth, is becoming less important. Now, with the world’s information at everyone’s fingertips;
90% of people looking for manufacturing services go online for their searches. So that is where your manufacturing company needs to be – online.
There are numerous channels of digital marketing that you can utilise to place yourself in the public eye whether that’s to gain brand awareness, lead generation, engagement, sales, lead nurturing or customer retention, or maybe all of those things.
We’re going to talk you through everything you need to know to market your manufacturing company in this Ultimate Marketing Guide including SEO, PPC, Content Marketing, Social Media and Email Marketing.
But before we get properly into the nitty gritty details of marketing for manufacturing, if you would like to cut to the chase and speak with a digital marketing specialist, give us a call on 0141 343 8470.
Or if you are ready to go, then get comfortable, buckle in, and let us take you on a ride through the best ways to market manufacturing services.
Optimise Your Website For Searches With SEO
According to industry research over 90% of people looking for manufacturing services go online for their searches. This means that if you are not in those search results, the 90% will take their business elsewhere. So how do you get your company to pop up in the coveted top three results on Google? One of the ways you can really climb the search results ladder, is with great SEO.
Behind every amazing website, stands an even better SEO strategy. Without it, the whole marketing strategy crumbles. In this day and age, a good website must rank well, have good engagement rates and drive conversions. Without an SEO strategy at hand, there will be neither.
The aim of the game is to get on the first page of Google (yes the first page). Even better, get the number one spot. This coveted position in the organic rankings gets you 33% of all traffic. And how do you get there? With great content and great SEO that not only provides your readers value but also makes your site easy for Google to read.
Think about it, no one is going to click on a search result where the title is confusing or too long, or where the meta description doesn’t describe what they are going to find. No one will trust your services if your website doesn’t load quickly and the content is thin, poor or spammy. This all comes down to great SEO.
Ultimately SEO is the backbone to any and all marketing campaigns. If you want to build brand trust and authority, increase traffic and get a high ROI then you cannot undervalue the importance of SEO.
Click here to find out more about Why Is SEO So Important For My Business?
SEO Best Practices
- Write good quality, fresh and longer content
- Make sure the keywords you use are relevant
- Have internal links
- Make sure your page loads quickly
- Your site must be optimised for mobile
- Add relevant keywords into your Title Tags, URL and some h2 Headings
- No duplicated content throughout your site
- Have an easy to read page
- Make sure your website is easily navigated
- There is also technical optimisation such as markup data
PPC Paid Advertising
Manufacturing industries have got to move their advertising online, and that includes paid advertising. According to Ironpaper, statistics on manufacturing marketing trends state that 98% of manufacturing marketers use some form of paid content promotion.
Pay-per-click (PPC) advertising is essentially paying a search engine so that your search result can jump to the top of their results page.
PPC is going to get you seen and it is going to get you fast, furious and consistent traffic that is easily tracked.
For further information on the benefits of PPC read PPC Management: Could Your Business Benefit?
Paid search works on an auction basis. You tell Google how much you’re willing to pay for an advert spot and then your bid is compared with everyone else’s. The highest bidder gets the top spot, the next highest bidder gets the second and so on and so on.
Admittedly, the auction system a bit more complicated than that – to find out more on how it works read PPC 101 – What is PPC?
Unlike slower organic strategies, paid search allows a company to attract qualified traffic right from day one. Set up your campaign, pay your money and watch as the leads come in.
PPC Best Practices
- Find the best keywords through keyword research and comparative research
- Make sure your landing page is perfectly optimised for conversions
- Use audience targeting to aim your ads towards the people most likely to convert
- Conduct a/b testing to see what works best
- Analyse all your results to gain valuable customer information
- Constantly optimise your ads for the best conversions
Content marketing is the creation and distribution of valuable and relevant content with the goal of attracting new leads. That content could be videos, blogs, infographics, podcasts, white papers, explainer articles, case studies, interviews, pieces of news, templates or checklists. You get the idea.
According to a survey carried out by the Content Marketing Institute (CMI), an impressive 82% of manufacturing marketers use content marketing. However, only 18% of them actually have a well-documented content marketing strategy in place.
Why do you need a clear content marketing strategy?
The CMI claims that content marketing costs 62% less than outbound marketing, yet generates three times as many leads. Just judging by the numbers, it’s one of the most cost-effective marketing channels out there.
According to marketing trends and statistics from 2017, 82% of manufacturing marketers attribute more content creation for an increase in success over last year.
For a full introduction to content marketing, check out our Content Marketing 101 blog.
According to Content Marketing Institute, the 4 most effective B2B content marketing tactics to use are:
- Social Media at 84%
- Case Studies at 82%
- Blogs at 81%
- eNewsletters at 81%
As we are going to discuss social media and eNewsletters separately later on, we’ll have a quick look at case studies and blogs.
As a manufacturing company, case studies are one of your most powerful forms of marketing collateral. It visually demonstrates exactly what you have done to help our current or previous clients reach and exceed their goals. It shows potential clients what you can do for them. This is all done without advertising and without the hard sell, you should let your work simply speak for itself. This is what the inbound approach of digital marketing is all about after all, focus on what you can do for your clients.
For our case studies we worked closely with our Senior Designer to not only give the hard hitting statistics but to also visually show our expertise. Making our case studies a one stop shop to show future clients what we’ve got to give. Check there out some of our case studies to get an idea.
Blogging is the bread and butter of content marketing for almost any industry. Companies who blog generate on average 67% more leads than those who don’t.
We believe that having a business blog is one of the most cost-effective and valuable assets of a SEO strategy.
So to squeeze every bit of value and see the highest ROI try to tick all of the boxes of what a good blog does.
- Establish your business as thought leaders in your industry by providing expert knowledge in your field.
- Showcase your business as real people working hard at what you do
- Target commonly searched phrases that your audience are searching for to provide genuine value for your readers
Keeping a business blog doesn’t just establish you as an industry expert, it can be used to target keywords and obtain backlinks which will in turn boost rankings, traffic and ultimately conversions.
A good blog on the face of it will provide value to the customer, and underneath be fueling your SEO.
If you’re interested in copywriting, we have an article on Copywriting Guidelines For Financial Services, that can be easily tweaked to the manufacturing industry as you guys share some similarities of compliances and terminologies.
Content Marketing Best Practices
- Create engaging and relevant content to your target keywords
- Get visual with images, videos and infographics
- Use keyword research to determine what your audience is looking for
- Be informative but not jargon-heavy
- Answer questions that you know your audience is asking
- Use SEO best practices in all of your content
Statistics show that 44% of manufacturing marketers believe that social media will be the most critical tactic to content marketing success in 2017/18.
There aren’t many businesses out there that don’t utilise the power of social media, and manufacturers certainly aren’t one of them with 93% using it organically to build brand awareness and strengthen relationships by connecting with existing clients, and building relationships with potential new ones.
Sites like Facebook, Twitter, and LinkedIn allow manufacturers to increase brand recognition and make meaningful connections with other professionals in the industry or potential clients. In fact, 89% of manufactures utilize LinkedIn but only 54% find it to be an effective marketing platform versus YouTube’s 66% effectiveness rating. That is because for manufacturers YouTube is an amazing tool that allows you to demonstrate your products and provide educational content in video format.
Manufacturers can also use social media to gain ideas and feedback during product development. And you can use product forums to gain further insight into customer opinions.
Social media is also great for paid advertising with 85% of manufacturing marketers making use of this feature.
Social Media Best Practices
- Stay on brand with your tone and style
- Optimise your posts with length specific content and use of hashtags etc
- Use scheduling apps to organise posts across platforms
- Stick to platform guidelines
92% of manufacturing marketers use email to distribute content.
As open-rates on email marketing campaigns get lower and lower, your marketing needs to get cleverer. This is already changing, as personalisation comes to the top of the latest marketing ideas. If you can send people emails that are proven to contain information of interest, then your emails will be opened, and your customers will be intrigued .
The main goal is to effectively connect with potential customers to persuade them to purchase your product by reminding them that you exist and that you are helping by creating informative blogs, or showcasing product videos, or even how you helped existing clients. eNewsletters are a great way to keep your current subscribers happy and up-to-date too by filling them in on what is going on in the company.
Email Best Practices
- Avoid spam at all costs
- Personalise your emails
- Send relevant inbound links
- Offer high quality content
- Optimise your subscriber list for easier personalisation
- Link your email to your other social media channels
- Automate and track
Tracking Your Marketing Efforts
When you started your marketing, you had your overarching goals in place whether that was brand awareness, lead generation, engagement, sales, lead nurturing or customer retention, or maybe all of those things. Now it is time to track your efforts to check for success.
Using analytics tools, such as Google Analytics, HubSpot, and others, you can more easily measure the ROI based of your goals.
Here is an idea of some metrics you should be tracking:
- Website Traffic
- SEO Ranking
- Sales Lead Quality
- Sales Lead Quantity
- Time Spent on Website
- Bounce Rate
- Social Media Shares
- Higher Conversion Rates
Too often we think that if an industry isn’t glamorous, it isn’t worth shouting about. Sure manufacturing is filled with technical jargon and complicated products, but embracing digital marketing can create limitless amounts of opportunity.
It can provide a huge boost to brand awareness and engagement, help to specifically target a chosen audience, and ultimately generate leads and nurture them into sales. And after all that, it can help with customer retention and loyalty.
We hope this guide has opened your eyes up to the possibilities of marketing for manufacturing services. If you would like to discuss anything further or see what we can do for you please contact us here or call on 0141 343 8470
Sidse SorensenDigital Marketing Coordinator
With experience in tech, startup and the public sector, Sidse brings an unbelievable wealth of talent to the marketing team at Digital Impact. Sidse heads up the internal marketing team at Digital Impact and writes for a wide range of clients and niches.
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