When it comes to marketing for manufacturing companies, there is no 'one size fits all' approach. Every manufacturing business is different, and all digital marketing strategies need to be tailored to the specific target market at hand, and more specifically, the target personas within those markets.
Most of our manufacturing clients want to reach a unique target audience. However, this audience may or may not be ready to make purchasing decisions at the exact moment we first make contact.
So which digital marketing strategies should your manufacturing business try?
Digital Marketing Strategies for Manufacturers
A digital marketing strategy that works for one manufacturer may or may not translate to a different industry, despite apparent similarities. For this reason, every manufacturing business should come up with a unique, detailed digital marketing plan that outlines a clear path to success.
Keep in mind that getting from the planning stage to the success stage is going to take a lot of trial and error. You're going to leave a few failed strategies along the road.
Despite all of this, a manufacturer can see tremendous success from digital marketing efforts. Throughout the years, our company has worked with a wide variety of manufacturing businesses. Along the way, we've had our fair share of both successes and failures.
For now, though, we'll focus on the success stories. Read on to see how we've created digital marketing strategies for various manufacturing clients.
Manufacturing Marketing Success Examples
PPC: Google Advertising Success for a Silicon Wafer Manufacturer
A manufacturing client of ours who sells silicon wafers asked us to test out a few advertising campaigns on Google Paid Search platforms. In the first 90 days, the client spent approximately $2,200. They were able to acquire 17 qualified leads—one of which had a six-figure potential!
If your manufacturing business is looking for a few quick digital marketing wins, it might be worth trying a Google Paid Search campaign. This strategy is especially powerful if a decent number of people are searching for keywords related to the products you manufacture.
(It also helps to have your ad campaign managed by an experienced advertising veteran like our own Emily Niedermaier.)
Content: Blogging Success for a Brewery Manufacturer
While looking into Google Paid Search is never a bad idea, some digital marketing strategies take a little more time to implement. However, taking the time to implement these strategies well can be worth it when you see the results.
For example, in a little over two years, we were able to roughly quadruple the amount of organic traffic coming into a brewery manufacturer's website. Here's how we did it:
- Expanded some existing content pages
- Created a few pieces of new content
- Blogged about industry topics
- Incorporated keywords that people use to find products related to this manufacturer's business
Here’s a look at that traffic increase from Google Analytics:
The key to this traffic increase was creating content more targeted to this brewery manufacturer's potential customers. Improving existing content to better appeal to this manufacturer's target market also contributed to the success of this marketing strategy.
As noted, content marketing strategies can be particularly effective in increasing organic traffic. However, the results can take a bit longer to see than some other digital marketing initiatives.
Impact of Content Marketing for Another Manufacturer:
CRO: Conversation Rate Optimization Success for A Brewery Manufacturer
For this same brewery manufacturer, we also implemented a strategy to optimize conversions on their website. Previously, the company did not have a means for customers to contact the organization through the website. Aside from a listed phone number, customers couldn't easily get in touch with the company.
To increase conversions on the site, we set up three different types of contact forms (including the floating CTA shown here). We also set up dynamic call tracking to help us identify the source of phone leads.
The forms generated a large number of form submissions and calls, with a sizable portion of these calls and form submissions being qualified sales leads.
With more prospective customers to contact, the addition of forms and call tracking has transformed this organization's entire business.
SEO: Incorporate Searched Keywords into Product Pages for an Equipment Manufacturer
In 2014, one of our seasoned marketing managers undertook an initiative to overhaul the website product pages for one of our manufacturing clients. John painstakingly added product pages that were missing. He also made sure that the content in those product pages matched up with the keywords people actually search.
An SEO play like this is typically a long-term initiative. Luckily, the client was patient, and the desired results eventually paid off for them in a very big way.
This client has gone from getting about 500 organic visits a month to over 3,000. That's six times the amount of organic traffic they were seeing before making these simple changes.
At this point, these search engine optimization efforts have translated to many organically generated leads. They've also helped to close business opportunities that this equipment manufacturer would otherwise never have had.
Website Rebuild: Updating a Site for a Custom Mining Conveyor Equipment Manufacturer
This last success story includes a complete overhaul of a client's proprietary platform website to bring it into the 21st century. Our focus for this client was making everything on their site more accessible. To accomplish this, we did the following:
- Made the site compatible with mobile devices
- Created an extensive keyword and content strategy to pull prospects in through search
- Improved lead tracking capabilities on the website with contact forms and call tracking
After this complete website overhaul, organic traffic to this equipment manufacturer's site increased by 376% within twelve months.
With more strategic lead tracking initiatives—and a more targeted Google advertising campaign—this manufacturer received 116 quality contact forms. This increase in quality lead generation led to $2.9 million in business for this company. That was a significant increase compared to less than $1 million in the previous year.
Digital Marketing Success Secrets for Manufacturing Companies
If we could list out a single strategy that is guaranteed to get results every time, we would. But that’s not the reality of marketing for manufacturers.
The real secret to success is learning from your failures, A/B testing along the way, and sticking to long-term initiatives. As you've seen from some of our clients, certain strategies like content creation won’t necessarily get results right out of the gate.
However, powering through with these long-term initiatives can be powerful if you're also looking for quick-win opportunities. Google Paid Search and other advertising platforms can serve as great sources for increasing your qualified leads.
If you'd like to learn how our agency can help your manufacturing business navigate the tumultuous road of digital marketing, contact us today.
You can also check out our resource library of Manufacturing Marketing Strategies for more successful marketing approaches for manufacturers.
You may also be interested in this manufacturing marketing article: