Marketing for businesses, and the various strategies employed, can differ depending on many factors. These differences, however, mostly depend on the specific industry the business is in.
Marketing for retail will be different from marketing for health care, for example. Marketing for financial services will be different from marketing for tourism. The target audiences are entirely dissimilar, as well as the company aims, so strategies have to be personalised for the sector.
At Puddle, we work for a variety of industries – and marketing for manufacturing is one of our specialities. If you’re in the manufacturing sector, and are interested in refreshing your marketing strategy, this article is about what you need to consider.
Let’s get cracking.
What is B2B marketing like in the manufacturing sector?
In the manufacturing sector, marketing tends to be B2B. Rather than targeting the consumer, marketing is tailored to other businesses. This means that the audience can be more narrow, with manufacturers only needing to reach key individuals within the market.
The sales cycle is also usually longer for businesses rather than consumers, meaning that manufacturers will focus on building strong relationships with potential customers, taking a long-term view on sales.
What objectives might manufacturers have for their marketing?
Marketing objectives will be specific to the business’s individual goals, but general objectives would include:
- Increasing brand awareness
- Generating leads
- Promoting products or services
- Strengthening customer relationships
- Engaging with potential customers.
What marketing strategies should manufacturers implement to achieve their objectives?
These 6 strategies are most effective when utilised by businesses in the manufacturing sector, but to learn more about other marketing strategies, get in touch with Puddle!
To position yourself as an expert in your industry, it’s important to create meaningful, long-lasting content that makes an impact. To target your specific audience, follow a tailored content plan and calendar.
Whether it’s e-newsletters, blog posts, case studies, or video content, find what works for you and your audience. With well-crafted content, you can engage clients and customers, and keep them involved in everything surrounding your business.
Trade shows & events
Networking is an incredibly useful tool in your marketing toolkit. Find events or shows related to your industry, and use them to identify new customers, and engage with existing ones. As they’ll be industry-specific, the audience is already interested in what you have to offer – it’s your goal when networking to convince them of your USPs.
These events are also a great way to highlight any new or valuable products or services. You could use exhibition stands to promote your business, and connect with everyone who’s interested.
Partnerships & collaborations
Partnerships and collaborations with relevant companies or businesses are a helpful way to reach even larger audiences, generating more exposure and interest in your business.
Expanding your customer base could give you access to new markets, resources, and technologies, as well as increasing your leads and sales.
Social media marketing
Make sure you’re connecting with the right people by using social media effectively. The platform that will work best for you will be dependent on your specific audience – TikTok and Instagram tend to be more effective for targeting younger consumers, for example, and LinkedIn is best for B2B thought leader posts, targeting businesses and professionals.
Social media posts are where your voice and personality can really shine through – so take care to make your posts unique, interesting to your audience, and representative of you. Include CTAs to drive engagement and interactions.
Search engine optimisation
Search engine optimisation (SEO) is essential for driving customers to your site, boosting your visibility in search engine rankings, and keeping your brand relevant and authoritative.
Optimising your website is vital – so keep on top of keywords, content, and links.
Pay-per-click (PPC) advertising is incredibly helpful for generating leads and boosting awareness for your business. By only paying when the ad is clicked on, it can be a very cost-effective marketing strategy, and it allows you to track your results effectively.
With a strong brand identity, and an established target audience, employing marketing strategies for a business in the manufacturing sector will be incredibly effective in increasing leads and brand awareness.
At Puddle, we’ll become experts in your business. When we work together, we will pinpoint the most effective marketing strategies, and employ them to get you results.
Interested, or want to find out more? Get in touch today: just send us an email at [email protected]. We’re always happy to help!