Leveraging Social Media for Manufacturing Companies: Best Practices

Let’s be real: when you think of social media, the world of manufacturing doesn’t exactly spring to mind, does it? You’re more likely to picture cat videos, beauty influencers, or whatever dance challenge is breaking the internet this week.

But hold up—because the idea of manufacturing giants doing the social media shuffle isn’t as out there as you might think. In fact, it’s an opportunity to connect with your audience and show off your latest technology, and yes, even make production lines seem cool. Apparently, there are people who actually enjoy watching all that and you’d be surprised to know that there are manufacturing brands who put out that type of content on TikTok.

Suffice it to say social media really does offer a platform to showcase the downright fascinating aspects of manufacturing that normally fly under the radar.

Having said that, jumping into the social media fray without a game plan is like trying to assemble furniture without instructions. It’s equal parts baffling and exasperating. There’s also a good chance you’ll end up sobbing on the floor.

Now, where should you be throwing down your time and creative juices? There’s no cookie-cutter answer. The key is knowing your audience like the back of your smartphone. Are you aiming to charm industry pros or woo curious consumers? Decide who you want to impress and choose your platforms accordingly.

• LinkedIn: The classy cocktail party of social media, where suits meet and deals are made. It’s the go-to spot for networking, sharing the scoop on the latest industry trends, and snagging top-notch talent. Think of it as your online resume but with more possibilities for showing personality.
• X, (formerly Twitter): Fast, furious, and fun. It’s like the office water cooler, but online. A perfect place to toss out quick updates, dip your toes into industry discussions, and let your brand’s quirky side show through in a few characters.
• YouTube: Got a complex manufacturing process that’s cooler than the other side of the pillow? Break it down with a video. YouTube is a good way to visually showcase what you do, how you do it, and why it matters.
• Facebook: The OG of social media platforms. Facebook is where you’ll find a mix of individuals and businesses sharing news, updates, and content. It also offers a variety of advertising options to reach specific demographics.
• TikTok: TikTok’s got everyone’s attention these days, even in the industrial zone. All because of the quick, addictive video content. A well-timed viral clip can make your manufacturing method the talk of the town. In fact, BTS (behind-the-scenes) clips have been all over TikTok nowadays too!

Alright, where should you be throwing down your time and creative juices? There’s no cookie-cutter answer. The key is knowing your audience like the back of your smartphone. Are you aiming to charm industry pros or woo curious consumers? Decide who you want to impress and choose your platforms accordingly.

First up, let’s define some goals. I’m not talking about those vague #lifegoals your buddy brags about while pretending they live in a motivational poster. We need measurable goals for our social media strategy, where success is not just a feeling but a number we can high-five over. Want to jack up your follower count? Specify a target. Is boosting engagement on your bingo card? Pin down what success looks like.

Get specific, get measurable.

Now, onto setting objectives that would make even the most disinterested board member raise an eyebrow. We’re aiming for the trifecta: brand awareness, lead generation, and customer engagement.

• Brand Awareness: Imagine your brand becoming as noticeable as a new coat of neon paint in a beige world. Sounds like a dream? It’s totally achievable. Try to set a goal to increase social media mentions or the share-of-voice in industry conversations.
• Lead Generation: This is about turning lurkers into leads. Perhaps set a goal for X number of leads generated via social campaigns, or a specific increase in newsletter sign-ups.
• Customer Engagement: Want to turn engagement up to 11? Aim to boost interactions by a percentage that would make your competitors weep. Track comments, shares, and the all-mighty DMs.

But, wait, here’s where it gets real. These social media objectives need to line up with your overall business goals. Keep in mind that your social media strategy shouldn’t be an island; rather it should be a bridge.

If your industrial marketing strategy’s endgame is to dominate the market, your social media efforts should be a launching pad for that rocket. It’s about making sure that every like, share, and follow is a step toward your business’s grand vision—whether that’s to be the top widget-maker west of the Mississippi or the go-to guru for manufacturing insights.

Content for the manufacturing world shouldn’t put people to sleep. We’re talking about topics hotter than molten metal. Consider these titles like 5 Ways to Upcycle Like a Pro or The Robotic Arm Revolution: Coming to an Assembly Line Near You. Dive into the nitty-gritty of industry trends, sustainability practices, or the magic behind your latest gadget.

Additionally, visuals, videos, and infographics can turn even the driest topic into an eye-candy extravaganza. Ever seen a slow-mo video of a laser cutter in action? It’s like watching the Jedi of manufacturing at work. Use these visual powerhouses to show—not just tell—the epic tale of how your products come to life, from humble sketch to the final product.

But–where do you even start?

In the video-infested world of online marketing, content is just everywhere, and yet, it can still feel like rocket science to come up with a long string of content that’s actually effective at engaging, attracting, and converting your target audience. So, how do you find which topics to post next?

Well, for starters, you can look up topics from answerthepublic.com, Buzzsumo, or even from your own analytics. Ahrefs and SEMrush are also great tools to help you find what your target audience is searching for and talking about.

Okay, so, let’s dissect this further by listing down all the resources you can tap into.

1. Industry trends aka “What’s Popular”

The latest trends and hot topics in the manufacturing industry can include new technologies, regulations, or innovations that are making an impact. You can easily score this from industry-specific news outlets or online publications. Share your insights and opinions on these trends to show your expertise in the industry.

2. Online tools

Again, Answerthepublic, Buzzsumo, Ahrefs, and SEMrush are just some of the many online tools you can use to find popular topics related to your industry. These websites provide keyword suggestions, top-performing content, and insights into what your target audience is searching for.

Here’s a not-so-secret secret: Keyword tools usually provide a treasure trove of content ideas. You can find keyword phrases and topics that are highly searched for but have little competition. Meaning, you can create content for these topics and have higher chances of getting your content to the top of search results.

3. Customer feedback aka “What’s Authentic”

Your customers are a goldmine for content ideas. They’ve been talking about it online and you can read their feedback if you have a review system set up on your website. Either way, your sales team probably has some valuable insights too from their conversations with customers. Make sure to take note of any recurring questions or pain points that your customers have and use those as inspiration for creating helpful content.

4. Collaborations and Partnerships aka “Networking”

Connect with other businesses (or influencers!) in the industry and collaborate on content. This can expand your reach and bring fresh perspectives to your audience. You can also tap into their expertise and knowledge to create more comprehensive and informative content. Take part in events and other experts in your industry to give you that extra boost.

5. Repurpose old content

Yes, you’ve written it already and published it a few years ago but that doesn’t mean it’s as good as scrap paper. Take a look back at your old content and see if any pieces can be updated, repurposed, or expanded upon. This will save you time and effort creating new content from scratch. Maybe you might have content that needs to be optimized too–do that and add photos, videos, or infographics to oomph that content from “ok” to “great”.

A word to the wise: consistency is your best buddy, and authenticity is your soulmate. Your content should be reliable. It should deliver quality posts regularly. And yet, it’s important to not confuse consistency with monotony. Mix it up and keep the tone fresh and engaging. As for being genuine, let your brand’s personality shine bright (safety goggles on, please). Tell your story, flaws and all, because perfection nowadays is overrated.

The majority of us are visual learners (and so is Google apparently with its new update!), so incorporating visuals in your content can significantly increase its impact and engagement. This can include images, videos, infographics, or even data visualizations. These elements not only make your content more visually appealing but also help break up large chunks of text and make it easier for readers and potential buyers to digest. Plus, visuals can also be easily shared and reposted on social media platforms so what’s not to love?

UGC is essentially free content created by your customers, fans, and followers that you can repost or share on your own social media channels. This not only saves you time in creating original content but also adds credibility to your brand by showcasing real people using and enjoying your products or services. So don’t be afraid to ask for UGC or run campaigns that encourage users to create and share their own content related to your brand. That’s ++social proof!

Let’s face it, engaging with your audience can sometimes feel challenging, though it’s not impossible if you know the right moves.

First, try imagining your social media platform as a party. You’re the host, and your main gig is to make sure everyone’s having a good time, mingling, and feeling part of the crew.

How do you do that?

Start with some conversation starters. Post content that’s the equivalent of “Did you see that ludicrous display last night?” Ask questions, run polls, and create challenges. Keep the engagement comfortable and relatable. Share behind-the-scenes content or industry secrets in a down-to-earth way.

Circling back to UGC, you can start running contests, or weekly customer features. This not only gives your customers and followers their five minutes of fame but also shows prospective buyers that your product/service is the real deal.

Customer testimonials are like the golden snitches of marketing; catch them, and you score. They build trust fast. Feature them on your platforms, celebrate their stories, and watch as their word-of-mouth wizardry attracts more followers to your digital doorstep.

Now when it comes to responding to comments, messages, and inquiries, do it with speed and sincerity. This makes sure your audience feels they’re heard and valued. It’s like saying “I see you, and you matter” without needing to release a flock of doves every time someone drops a comment.

Every interaction is a chance to showcase your brand’s personality. Be witty, be insightful, but most importantly, be genuine. Did someone leave a cheeky comment? Hit them back with your best dad joke. It humanizes your brand and makes people feel connected.

However, keep a digital first-aid kit handy for those occasional internet boo-boos—handling negative feedback with grace and professionalism is key.

Now, you might be surprised, but you’re gonna want to rub elbows with manufacturing influencers—yes, they exist, and they’re cool. They can guide you through the complexities of the industry.

Finding the right influencer for your brand is a bit like dating—minus the awkward goodnight kiss, of course. You want someone whose vibes match yours, and who speaks to the folks you want to hang out with (a.k.a. your target audience). Start by scoping out social platforms, industry blogs, and even LinkedIn to spot those engaging personalities who are not only loved by their followers but are also respected voices in the manufacturing world.

Once you’re done scouting the influencer of your choice, messaging them is another crucial part of starting a professional relationship with them. So, bring your A-game. Show you’ve done your homework. Compliment them on their latest post or discuss a recent insight they shared.

It’s all about kicking off a conversation, not just throwing a sales pitch. Think of it as fostering a budding friendship—be genuine, be respectful, and, most importantly, be engaging!

Then, voila! It’s time to co-create content with them. This is your chance to brainstorm—think of videos where they tour your facility, guest blog posts, or joint webinars. The key? Make content that’s authentic to both your brand and the influencer’s style. Note that this isn’t just a show-and-tell session; it’s a collaborative art project.

That’s why the content should also have a natural appeal that feels less like an ad and more like an insider’s look into the manufacturing world. Having an influencer on board is like having a backstage pass; you want to give the audience a unique perspective, not just the same old tour.

It’s a win-win scenario, really. By linking arms with an influencer, you’re essentially amplifying your brand’s voice with a megaphone calibrated to the frequency of your target audience. Their endorsement acts expand your reach through their network.

Besides, this partnership not only boosts your visibility but also enhances your credibility. When a reputable influencer collaborates with your brand, their seal of approval serves as a powerful validation. It’s as if you’ve been knighted in the realm of the manufacturing industry, and that kind of cred can skyrocket trust and cut through the commercial noise like a laser through metal.

Part and parcel of your industrial marketing strategy on social media are your performance metrics. These numbers are key to understanding the what, why, and how of your digital presence. Tools like Google Analytics, Hootsuite, or Sprout Social roll up to your strategy, providing the data-backed evidence you need to make informed decisions.

These digital tools help you track engagement rates, follower growth, and whether your latest meme did, in fact, become the belle of the virtual ball. It’s like having a microscope that zooms in on the health of your content, letting you see which posts are strutting down the runway and which ones tripped at the introduction.

Now, setting goals might sound a little bold and ambitious, but how do you know when you’ve nailed it? That’s where defining clear, measurable, and achievable objectives comes in. Whether it’s boosting brand awareness, increasing website traffic, or mastering the art of viral content (the holy grail), knowing your destination is crucial.

As they say, don’t just throw darts in the dark in hopes that one lands. Measuring your success involves checking if those darts hit the bullseye. Did your YouTube series increase sign-ups for your newsletter? Did your comprehensive guide strike a chord with your audience, leading to more followers, likes, and engagements?

Most of the time, the analytics don’t lie and they tell you if it’s time to pop the champagne or head back to the drawing board.

Here comes the plot twist—what if the data shows that your audience is more into something else entirely? Armed with your analytics arsenal, you’re ready to pivot fast. This is where the magic happens: using insights to steer your ship in the right direction.

Adjust strategies based on what the numbers reveal. Maybe your videos need to be shorter, your blog posts more in-depth, or your memes spicier. Data-driven decisions are your north star, guiding you to refine your content mix, posting schedule, and engagement tactics to resonate more deeply with your audience.

In the grand tapestry of social media, monitoring, and analytics weave together the threads of creativity, strategy, and data into a masterpiece. So, embrace your inner Sherlock Holmes. Keep your magnifying glass ready and your mind open. The clues to social media success are out there, waiting to be discovered.

Let’s now dive into compliance and reputation management. Oh, yes—just the term “compliance” makes you want to yawn and reach for the nearest pillow. But think of it as the Hogwarts School of Witchcraft and Wizardry for your brand’s reputation—stick to the rules, and you’re golden, break them, and it’s a one-way ticket to Azkaban (a.k.a. customer churn and PR nightmares).

Ensuring you’re on the right side of the law isn’t just about sidestepping those pesky legal hurdles—though let’s be honest, that’s a pretty sweet bonus. It’s more like casting a protective spell around your brand, keeping the snarling beast of public opinion at bay.

Whether it’s data protection laws that have more layers than an onion or advertising standards straight out of a Rubik’s Cube, staying in line with industry regulations is a must.

Imagine you’re a chef in a 5-star restaurant. Your patrons are not just there for the fine dining experience; they trust you won’t turn their night out into an unexpected adventure in food safety. In the same vein, your clientele and stakeholders trust you to treat their data with the reverence of a secret recipe and to hold your operations to a standard that would make even the strictest auditor nod in approval. Tools like compliance management software are the sous-chefs in this scenario, helping you keep track of regulations and ensuring everything is up to code.

Here’s the deal: nothing and no one is perfect. Mistakes happen, and that includes in the business world. But it’s not so much the “oops” that matters; it’s the “now what?” that counts. Engage with complaints swiftly and with genuine concern—enough with “We’re sorry you feel this way” responses. Tailor your replies to make each customer feel heard and valued.

Want to convert your critics into champions? Absolutely possible. Every time you respond well to negative feedback, it adds charm to your brand’s reputation. It’s proof that you’re not just in it for the glory. You actually care.

Last but not least, let’s talk about keeping that brand spark clean and sparkling. Maintaining brand integrity requires you to be constantly on your toes to keep your brand’s image safe. Regularly check that your business practices align with your brand values.

Also, invest in building a transparent relationship with your audience. Regular updates, behind-the-scenes content, and open communication lines make your brand relatable and trustworthy—like a best friend they can count on.

And remember, in the digital world, trust is currency.