Manufacturing companies devote their time, resources, and workforce to building physical products. However, to ensure long-term success, manufacturers must also build a name and reputation, particularly in the digital realm.
Enter digital marketing, which can help manufacturing companies to enhance visibility, reach diverse global markets, generate leads, and ultimately stay competitive in an increasingly crowded online ecosystem.
One of the challenges manufacturers face when developing digital marketing strategies is that the ecosystem itself is constantly changing. To maintain a competitive edge, manufacturers must either remain abreast of digital marketing trends or partner with an agency that can keep them agile and adaptive.
6 Digital Marketing Trends Affecting Manufacturers
As for specific trends, here are a few sea changes that might affect how manufacturers engage customers online.
1. An Emphasis on Content Marketing
Manufacturing companies can benefit greatly from content marketing, which is all about enriching the customer journey by providing valuable and informative content related to the industry in question. For manufacturers, that might mean sharing free online videos, white papers, webinars, or blog posts that outline industry challenges or simply speak directly to consumer needs.
This type of content marketing is nothing new, but as manufacturers seek to establish their credentials and earn the end user's trust, creating robust content is more meaningful than ever.
2. The Rise of Marketing Automation
Marketing automation tools are gaining traction in the manufacturing sector. These tools streamline marketing processes, improve lead nurturing, and provide valuable insights into customer behavior. Automation helps manage email campaigns, social media posts, and customer interactions efficiently.
Embracing automation benefits manufacturers in more ways than one. First, it helps remove the onus of manually performing simple and repetitive tasks, leaving more time to think about strategy and big-picture concerns. (Manufacturers, of all people, will understand the appeal of this!) Additionally, automation allows manufacturers to optimize email send times, ensure their content is carefully calibrated to reach the target audience, and more.
3. The Ascent of Video Marketing
Video content is becoming a staple in digital marketing strategies, and manufacturers are not immune to this trend.
In fact, there are several specific ways in which online video is uniquely well-suited to the manufacturing space. Product demonstrations, virtual tours of manufacturing facilities, and customer testimonials in video format can engage audiences more effectively than text-based content. Meanwhile, video content can be shared far and wide in places like company websites, social media platforms, and video-sharing platforms such as YouTube.
4. The Evolution of Social Media
Social media has long been a useful avenue for reaching consumers… and in recent years, it's been gaining importance within the manufacturing sector.
LinkedIn, in particular, is a valuable platform for B2B marketing, enabling companies to connect with industry professionals, share insights, and promote their content. While platforms like Facebook may seem at first to be less manufacturing-friendly, these networks can still be used to build brand awareness and drive a positive reputation.
5. Prominence for Local SEO
Like other businesses, manufacturers benefit from search engine visibility. Increasingly, their focus is not just on general search engine optimization (SEO) but local SEO, in particular. A robust local SEO strategy makes it more likely for the manufacturer to be discovered by those within the region or community.
Local SEO is especially important for manufacturers operating different facilities in different areas and may need strategies tailored to each specific audience or regional demographic.
6. Integration of AI and Machine Learning
You can't talk about digital marketing trends without invoking AI.
Artificial Intelligence is transforming digital marketing. This technology, along with machine learning, helps manufacturers analyze vast amounts of data, predict customer behavior, and optimize marketing strategies. AI-powered chatbots, for instance, can provide instant customer support and lead generation.
Harnessing Digital Marketing Trends for Manufacturing Success
The bottom line: Today's manufacturers benefit significantly from an advanced, up-to-date understanding of digital marketing trends and a strategy that responds to those trends appropriately.
Clarity Digital has extensive experience working with manufacturers to achieve their marketing goals. Our expertise in SEO, content marketing, automation, and AI can help you navigate the complexities of digital marketing in the manufacturing industry. Contact us to learn more about our work among leading manufacturers.
