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Change is happening in the manufacturing industry, and it’s happening fast. Much faster than anyone anticipated before 2020. The COVID-19 pandemic and other ongoing issues around the globe have accelerated the need for a digital transformation throughout organizations, and those who were already digitally advanced have thrived. Throughout this article, we’ll summarize some of the main points we’ve gathered from major studies around the manufacturing industry that outline how companies are approaching digital transformation in the years ahead.

There’s no question that incorporating video throughout your digital marketing is a strategy worth investing in. In their 2020 State of Video Marketing Report, Wyzowl found that 84% of people say that they've been convinced to buy a product or service by watching a brand's video. Additionally, 87% of video marketers said that video had helped increase traffic to their website, and 80% indicate it directly increased sales.

In general, manufacturers have been slower to embrace digital marketing compared to some of their B2B counterparts in other industries. As they do shift their marketing budgets gradually towards digital, they often see impressive results and are then eager to try more inbound marketing tactics. When this manufacturing client began working with WebStrategies in 2016, they quickly realized the importance of developing a digital marketing strategy. In turn, they have broadened their opportunities to generate leads in very niche target markets and generated impressive results from their digital strategy.

Content marketing is a powerful, long-term strategy for business growth in the manufacturing industry. Compared to other marketing tactics, it's one of the best ways to gain visibility from your target market. It enables you to drive more traffic to your website and solve those burning questions your potential customers have. However, content marketing for manufacturers is complex. It requires extensive research, planning, and development, making its cost vary widely depending on the scope of work.

In March of 2015, WebStrategies began a partnership with Scaffolding Solutions, a premier provider of system scaffolding, suspended scaffolding, mast climber platforms and decks, and other services to the construction and industrial manufacturing industries up-and-down the east coast. Beginning initially as a project to overhaul and modernize their website, this partnership has since developed into full, robust digital marketing and advertising strategy that has transformed Scaffolding Solutions’ online presence.

In many cases, manufacturing companies will not have complex eCommerce platforms that allow their customers to purchase products directly from their website. However, that doesn't mean you shouldn't list your products or services on your website at all. After all, the number one reason for having a website for your business is to attract new customers. If those potential new leads that come to your site aren’t able to immediately find what they’re looking for, the chances of them disappearing and never contacting you are much higher.

Search engine optimization, or SEO, is a recommended strategy for all companies, including manufacturing businesses. With SEO strategies in place, you can gain more organic traffic, quality leads, brand awareness, and, ultimately, an increase in revenue.

We regularly update this article with the latest information pertaining to marketing budgets for manufacturers. Last update: September 2020 (note: this information has been updated to include adjustments resulting from the COVID-19 pandemic, but further changes could be made as the long-term impact become more clear.) We continue to provide advice about online marketing budgets in a variety of industries, and over the last several years we have been partnering with more manufacturing companies to help them generate leads and sales. Based on industry-provided research and our own experience, we’ve identified a realistic marketing budget calculation for manufacturing companies who are ready to more fully leverage the internet to generate business.

Whether you have ambitious growth goals, or business has slowed in a particular location or industry, or you have just identified intriguing opportunities, there are a variety of reasons manufacturers may consider expanding into a new vertical or territory. Building brand awareness in uncharted territories is no small feat, especially for those marketing for the manufacturing industry. Fortunately, today's digital marketing landscape makes breaking into new regions and verticals easier than ever before.

Manufacturing marketers often have access to a plethora of existing content, and there can be huge benefits to mining that content for marketing purposes. Whether it's a PDF or engineering rendering, sales brochures or other product information, this content can be repurposed, so it shows up in search results and helps your ideal client find your content and company easier.