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In the manufacturing sector, many businesses are still yet to fully embrace modern marketing, and because of this, could very well be stunting their organisational growth.

If like so many of today’s manufacturing businesses, you’re relying on out-dated practices and promotional activities, this can reflect poorly on your organisation. Your target audience may gain a perception of your brand that completely contradicts your true organisational identity, negatively impacting performance. With effective marketing, however, you can overcome such inaccurate representations and their consequences.

Modern techniques can be far more effective in the contemporary business environment, thus, exploring new types of approaches, such as digital campaigns, is crucial. By integrating such strategies, you can ensure your marketing efforts remain relevant and competitive in the manufacturing sector.

The Importance of Manufacturing Marketing

While improving your marketing may appear costly and time-consuming, in the long term it can actually be incredibly beneficial.

Manufacturing companies often have a particularly long and complex buyer journey, thus, you need to ensure they’re given adequate guidance at each stage of your sales funnel. If potential customers aren’t provided with the right information when they need it, they’ll likely seek out someone who better satisfies their needs.

The general public’s opinions of the manufacturing sector are varied and, in many cases, people will view your business as they do any other in the industry. While manufacturing companies can be known to conduct relatively similar operations, each organisation still has its own strengths, challenges, processes and culture. However, it’s not uncommon for those who lack a strong understanding of the intricacies of this sector to simply lump all such businesses together.

Barriers of this nature can be overwhelming and, for many, are almost instantaneously placed into the ‘too hard basket’. Regardless of how accurate an individual’s perception of your brand is it can play a strong role in the purchasing decisions they go on to make.

So, how can you make your business known in the manufacturing sector, all the while leaving a lasting, positive impact?

With a strong manufacturing marketing strategy, you can conquer this hurdle and those that follow, helping you achieve organisational success well into the future.

How to Build a Manufacturing Marketing Strategy (that works)

1. Create Audience Personas

Which distinct groups of individuals make up your target audience and what are their defining characteristics? By understanding exactly who you’re trying to reach through manufacturing marketing, you can improve your targeting and the overall effectiveness of your efforts.

It’s likely that your business is interested in targeting more than one customer persona. By segmenting members of your target audience based on their similarities, you can gain valuable insights into their specific motivations, expectations and the like.

This, in turn, gives you the opportunity to tailor your marketing strategy to these different core groups of consumers, ensuring that the content buyers are exposed to resonates with them.

2. Set Realistic Goals

What do you want to achieve at the conclusion of your manufacturing marketing campaign, or after a certain period of time?

By setting SMART objectives, you can establish clear, shared direction organisation-wide. For your objectives to be considered “SMART”, they must be:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-Bound

With targeted, realistic goals guiding all of your manufacturing marketing efforts, you can get a better idea of what’s working, all the while identifying any areas that require improvement.

3. Review & Refine Your Website

Your business’ online hub is, of course, your website. Thus, it’s crucial that your digital domain accurately reflects your organisation’s identity, expertise and the value you can offer prospects.

With a comprehensive, visually appealing website that has been optimised for search, you can drive more relevant traffic and ensure that, once individuals reach your website, they aren’t left confused or uninterested.

When reviewing or creating your website, it’s important to include the following key design features:

  • A Responsive Design: During 2018, 58% of all site visits were from mobile devices. If your website isn’t compatible with mobile devices, its usability and accessibility will drop significantly. As a result of this, you’ll likely miss out on a significant number of potential leads from individuals who simply can’t navigate or view your content on their device of choice.
  • Avoid Clutter: When designing your website, it’s important to keep your layout and colour pallet clean and purposeful. Don’t go overboard, as this will likely negatively impact the overall usability of your domain. If users have difficulty navigating your website, or the design is overwhelming, they may struggle to find the information they’re searching for.
  • Focus on Creating Valuable Content: When it comes to attracting, engaging and delighting prospects, content is crucial. By sharing different types of collateral that offer real value to customers, you can build ongoing, meaningful relationships that promote brand loyalty and advocacy. The content you share can include informative blog posts, eBooks, case studies, product videos and the like.

The Lead Agency has worked with clients across a range of industries, one of which is the manufacturing sector. If you’re interested in developing an effective manufacturing marketing strategy that gets results, get in touch with our team today.

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