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Manufacturing companies are getting innovative with their marketing. Whether it's paid advertising or content marketing, the options are endless. The opportunities are vast, so taking advantage of the various marketing strategies to increase visibility, connect with the audience, and establish expertise is a sound business strategy.

It’s no secret that advertising is a great way to grow a business. Since the 16th century, people have utilized newspapers, print magazines, and other channels to capture attention and raise awareness about their products or services.

2020 has thrown a wrench into the marketing plans for manufacturers around the country. An industry that heavily relies on trade shows and trade associations to network with other businesses and market their products has been disrupted due to limitations on travel and in-person events. Although there is still uncertainty surrounding trade shows for this fall, we expect them to return in some capacity in the future. And there are several ways that you can use digital marketing tactics to make those long-anticipated visits even more fruitful.

Right now, manufacturers around the world are partnering with marketing agencies to help develop strategies that will fuel their growth and generate more revenue. These partnerships are initiated because marketing agencies offer a cost-efficient, one-stop-shop for many of the marketing services that a manufacturer needs to succeed in the long-term.

Some of the traditional methods of lead generation for manufacturers, such as scanning through long lists of potential contacts or relying heavily on trade shows, are now falling by the wayside. This has opened the door for new, creative ways for manufacturers to capture leads digitally. Not only will these tactics encourage engagement from your buyers, they will also help you collect valuable information and easily track where a prospect is along the buyer’s journey. When used in combination with marketing automation software, you can develop a consistent framework to efficiently follow-up with leads and nurture them into customers.

With the cancellation of trade shows and travel, the typical marketing strategies for manufacturing companies are rapidly adjusting to more digital platforms. Heading into 2020, digital marketing was already a sound strategy that produced impressive results for manufacturers, but is even more critical now as more consumers are researching and making buying decisions online more than ever. By diversifying your sales and marketing approach, you're able to reach more of your ideal customers.

When considering marketing efforts for your manufacturing business, LinkedIn likely doesn’t sit at the top of your priority list. But, now might be the time to consider it as a contender. LinkedIn has evolved to much more than a job searching platform, and it can be very effective in targeting your ideal audience. The advertising features allow you to narrowly target your audience using various strategies that can lead to a strong ROI for your business.

Now a commonly found tool among marketing departments around the world, marketing automation is a powerful software that businesses can use to automate tasks that were previously done by hand. With marketing automation, manufacturers can create highly personalized, efficient marketing campaigns that operate based on a variety of data that they have available through their CRM and website analytics. These campaigns can provide several benefits, including saving time and money and converting more potential and current leads into sales.

If you are a manufacturing company who is looking to advance your digital marketing strategy and generate more leads and sales through your website, you are probably aware that you need to produce more content. As the marketing world continues to become more and more digital-oriented, the demand for content is only going to increase.

If your manufacturing company is actively using your website to market your business and attract new leads (and you absolutely should be), it’s essential that you have an understanding of where the traffic to your website is generated from and how users are behaving once they arrive.