Traditional marketing practices are still used by many manufacturing companies today. However, in recent years manufacturers are thirsting for a digital presence.
We’ve all heard the term, “There’s an app for that.” Turn on the news and they’re reporting on tweets about a current event. And everyone has heard, “Just Google it.”
There are several digital marketing channels that can be used for manufacturing companies. But before you begin, you have to know your target audience.
Let’s assume your manufacturing company has a website (if you don’t, you should hire a web design company). How will prospective customers find your website- from your business card, catalog or a trade magazine? Many of the prospects will search on Google (Google receives 12 million searches monthly). But, how do they search for your company? If your website is not search engine optimized, chances are your site will not be found.
Search Engine Optimization
Search Engine Optimization, also known as SEO, is the process of optimizing your website so search engines like Google, Yahoo and Bing will index your site. We have heard for years that “Content is King.” Well, it’s true. Search engines reward websites that display valuable content and information with a higher ranking. If your website has a higher ranking, it will be listed higher on the search results page so new prospects can find your company.
If your company sells products like tools, plastics or fasteners, you may want to consider video marketing. Creating a video of your product is a great way for potential customers to see how your product works. Once a video is created, you can set up a YouTube Channel for your company. Upload the video and add keywords that prospects will search for. For example, if you own a tool company that sells carbide tools you will want to name your video XYZ Company – Carbide Tools. The video can now be embedded into your website and email campaigns. By the way, did we mention that Google owns YouTube?
Email marketing is still an essential channel for marketing and customer engagement. It helps build brand awareness and customer loyalty. Email marketing campaigns are the most cost-effective way to reach new and existing customers.
Email Social Campaigns will help grow your Facebook, Twitter, Pinterest, LinkedIn or Google+ audience with qualified business prospects. You can engage them with compelling content so they remain interested in what your business has to offer.
Social Media Marketing
Social media is used by many businesses today. It is another marketing channel for manufacturing companies. Social media helps create brand awareness, generates leads, and is good for SEO. Before you start a social campaign you will have to find out if your customers use social media, and if so, which sites? Do they login to the sites during the day or at night? Is there a geographic area that you target? Do your customers subscribe to groups? And the list goes on.
Other types of digital marketing include search engine marketing (SEM), Pay-per-click (PPC), blogs, article marketing, content marketing and mobile marketing.
While traditional marketing for manufacturing companies (brochures, catalogs, trade publication advertising, trade shows) is still good practice, you may want to consider adding digital marketing into your marketing plan.
About J. Murray & Associates
J. Murray & Associates is a full service manufacturing marketing agency located in Downers Grove, Illinois. J. Murray & Associates develops websites and marketing strategies for manufacturing companies. Traditional marketing combined with digital marketing will give you a competitive advantage and a return on your investment. To find out more about J. Murray & Associates, visit their website at http://jmurrayassoc.com