Industrial and Manufacturing Marketing: How to Increase Sales
All industries require an excellent strategic marketing plan to succeed, and the industrial and manufacturing sector is no exception. However, the marketability of the manufacturing industry is more complex compared to other industries because the products and services a manufacturing company offers are not things that people would search on Google anytime for leisure.
In the industrial and marketing business, the key thing to remember is this: either people search for you or they don’t. And the only time they do so is when they need something from you, or they have a problem that you can solve. The percentage of people in the industrial and manufacturing space that does the active searching is only roughly 20% to 30%. Yet, this figure still depends on the type of product or service you offer. In other words, if you’re not actively collecting leads and trying to win clients, then you won’t get to that next level of sales growth.
Make Your Manufacturing Brand Visible
Now, while your market behavior is different, it does not mean that getting clients is purely out of luck. Instead, you can work on getting your brand to become more visible to potential clients. To increase your brand awareness, this entails using a combination of both organic and paid marketing strategies.
Utilizing both strategies allows potential customers to see your brand regardless of whether or not they are actively looking for your company, product, or service.
Use Disruptive Techniques to Capture the Attention of Your Potential Customers
Instead of waiting for your market to reach you, reach out to them first by starting campaigns that grab people’s attention. Buyers and particularly purchasing managers are constantly bombarded with offers from different manufacturing companies. If you don’t get to them and break into their ecosystem, they’re not going to remember you, leaving them less likely to buy from you.
Therefore, you have to disrupt their day. This can be through email marketing, cold calls, Google Ads, or LinkedIn advertisements. You have to find a way to get noticed and occupy the ecosystem they are in to get them to remember you.
However, paid ads can take a huge toll on your finances, especially if you want to play the marketing game for a long time. Burning your marketing budget to pull in numbers inorganically will just cost you more in the long run, which brings us to the next point.
If you want to make the most out of your marketing budget, work with the team that specializing in content marketing strategies for industrial and manufacturing companies.
Produce More Organic Content
One of the things you should do is invest in producing more organic content. Building a decent amount of organic traffic will sustain your brand visibility in the long haul. While third-party advertising can be successful initially, the odds of it being in your favor decreases over time as more companies join the bidding war.
On the other hand, consistently producing valuable and informational organic content will help you become recognized as a subject matter expert. Moreover, it wouldn’t demand you to shell out more money to get more clicks.
Blog posts, for instance, are one of the few low-cost methods of increasing your website’s traffic and brand awareness. The best way to optimize your blog posts is through effective SEO.
Ramp up your SEO
Even though not many people are actively searching for industrial and manufacturing-related content when compared to consumer content, boosting your SEO ratings will still help you get more views on Google and other search engines. For one, your organic content will help your company appear on related search queries.
Second, keyword-optimized content and blog posts will enable your website to rank higher on search engines so you can get to the first page of SERPs (Search Engine Results Page). The coveted top spot on SERP receives an average of 28.5% click-through rate. The average CTR then declines as you fall to lower positions.
It takes a long time to reap the benefits of SEO, but it does work wonders for your business in the long run.
Find the Balance Between Your Marketing Efforts
Each marketing approach appeals to a specific group of audiences, so it is important to use platforms that can capture your target audiences. Dedicate time and energy to fine-tune your marketing strategies so you can cover all the bases. After all, even content marketing is nothing without the proper distribution channels.
Overall, there is no one-size-fits-all approach to manufacturing marketing, especially when it comes to increasing sales. Many businesses make the mistake of focusing on a single area of marketing when in fact, it is a mix of different marketing strategies working coherently towards converting potential customers.
That is to say, eventually get people to the bottom of your funnel. Make sure that all efforts are balanced—from the content and SEO to the use of disruptive marketing and optimizing your company’s LinkedIn profile.
As the leader in industrial marketing, MFG Tribe has been helping Industrial companies from $2 million – $3 billion dominate their competition with the most aggressive marketing tactics that work in today’s competitive environment for over five years. Our strategy adjusts based on what is most effective for YOUR company, and we only work with industrial companies. If you’re looking to set up your marketing efforts with the Industrial Marketing leader, schedule a discovery call today!