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Inbound Marketing & Sales Development Inspiration

Metrics that Matter for Manufacturer Digital Advertising

Posted November 23, 2022
2 minute read
Are you a B2B manufacturer who thinks your target audience is too narrow or niche for online ads? Although the number of people searching for your product may be small, you only are charged when they click your ad. So a campaign that targets the specific keyword phrases (and is well-researched to prevent wasting money on search terms that are intended for a commercial product or different purpose) will be inexpensive. But you'll want to closely track the metrics that are tied to revenue and aren't simply "vanity metrics".
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Topics Display Advertising, Lead generation, Manufacturing Marketing

Pack Expo Takeaways: Hunger for tradeshows. And snacks.

Posted November 4, 2022
3 minute read
Four members of the WebStrategies Team traveled to Chicago for Pack Expo 2022 and it did not disappoint. Howard, Kristin, Sean, and Preston were blown away by the turnout as there were over 44,000 attendees and 2,222 exhibitors in 19 product categories.
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Topics Manufacturing Marketing

How Much Should Manufacturers Budget for Marketing in 2023?

Posted November 3, 2022
8 minute read
We regularly update this article with the latest information pertaining to marketing budgets for manufacturers. Last update: November 2022 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.
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Topics Marketing budgets, Digital Marketing, Manufacturing Marketing

Lead Tracking for Manufacturer Marketing

Posted October 24, 2022
2 minute read
Listening to potential customers and tracking their inquiries is beneficial to manufacturing marketing for many reasons. A primary benefit of documenting questions (by phone, form submission, email, and chatbot) is to gain ideas for future content but it also shows how the content that marketers created attracts new prospects or reveals opportunities to enhance (or pivot) the approach.
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Topics Lead generation, B2B Marketing, Manufacturing Marketing

Mini Case Study: Manufacturing Content Marketing Using Lead Tracking

Posted October 19, 2022
6 minute read
B2B manufacturer marketing is not flashy because unlike B2C it is not about new trends and selling an irresistible product to people with disposable income. In B2B, there has to be a justifiable business need for someone to seek out products or services and since the investment is usually large, the buyer has no room for purchasing errors. That means the buyer needs a lot of clear, organized information that instills confidence that the product or service will work well in their process, integrate with the existing system, and solve their problem.
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Topics Content marketing, Inbound Marketing, Digital Marketing, B2B Marketing, Manufacturing Marketing

How Equipment Manufacturers Can Improve Content for Better SEO

Posted October 6, 2022
5 minute read
Producing content about your products and services is the most effective way to leverage organic search through an inbound marketing strategy (also known as content marketing). People such as engineers and plant managers searching for manufacturing equipment, typically experience a buyer’s journey that includes three phases: awareness, consideration, and decision. To leverage the power of inbound marketing for manufacturing equipment, content should be created or optimized for each of these stages in order to attract, engage and delight customers. 
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Topics Content marketing, Search engines, Inbound Marketing, SEO, Blogging, B2B Marketing, Manufacturing Marketing

Digital Marketing for Manufacturers: Playbook for New Product Launches

Posted October 6, 2022
7 minute read
When B2B manufacturing marketers promote a new product, reaching the target audience takes an organized plan of attack and someone dedicated to managing the project. The frequency of product releases is different for every manufacturer so whether it is something that happens every few weeks, every few months, or every few years, keeping a documented playbook handy makes the process smoother for everyone involved. It also ensures no channel is overlooked and over time marketers hone the digital strategy that yields the best results.
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Topics Digital advertising, Email marketing, Display Advertising, B2B Marketing, Manufacturing Marketing

Manufacturing Marketing Strategy to get Started with Digital Marketing

Posted September 19, 2022
8 minute read
Equipment manufacturing companies have lagged in the use of digital marketing to generate sales leads, instead leaning heavily on trade shows and sales teams to build relationships with potential buyers. These are effective but without an effort to capture online leads, equipment manufacturers are losing countless revenue-generating opportunities. After many years as a senior strategy director of digital marketing for manufacturers, I wanted to share the most effective tactics we have found to enable manufacturers to leverage their websites to generate more business.
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Topics Manufacturing Marketing

Manufacturing SEO Agency: Tips to Get the Content Formula Right

Posted August 24, 2022
4 minute read
If you work in B2B manufacturing marketing, you put a lot of thought into how to reach prospective customers including what marketing channels are best and the messages to resonate with your target audience. Your sales team is actively engaging customers and leads at tradeshows and through regular contacts but that only engages the leads you know about. 
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Topics Content marketing, Inbound Marketing, SEO, B2B Marketing, Manufacturing Marketing, Industrial Services Marketing

Best Marketing Strategies for Manufacturing Companies

Posted July 20, 2022
5 minute read
When it comes to marketing for manufacturing companies, there is no 'one size fits all' approach. Every manufacturing business is different, and digital marketing  needs to be tailored to the specific target markets, and more specifically, the target personas within those markets.
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Topics Content marketing, Manufacturing Marketing