Successful manufacturing marketing strategies all have a common goal: engaging customers.
As with any marketing strategy, manufacturers need to prioritize the customer experience in their campaigns and related materials. This not only enhances customer trust, but also increases sales.
Marketing for manufacturing companies can include many things, from content to whitepapers to social media use. Typically, a good strategy will include all three of these (and more).
Let's dive in.
What is Manufacturing Marketing
Manufacturing marketing strategies are the processes of selling and promoting items made by manufacturing companies.
Like any marketing strategy, there are multiple components to a manufacturing company's outreach plan.
Often, this includes...
- identifying target markets
- Understanding customer needs
- Creating effective messaging and branding
- Utilizing various marketing channels trade shows
- Advertising strategies
Of course, all of these lead to one main goal: driving sales and growth for the manufacturing company. These strategies aim to promote unique features, quality, and value of goods to retain customers.
Why Manufacturing Marketing is Important
Market Visibility
A solid manufacturing marketing strategy will boost the visibility of a brand. With this kind of visibility in the market, it's easier for potential customers to find the brand and interact with them. Not only is a good marketing strategy key for bringing in new customers, but it also helps sharpen a brand's competitive edge.
Brand Awareness
An effective manufacturing marketing strategy will help improve brand awareness. Brand awareness is important for a variety of reasons. One of the most impactful is that brand awareness helps foster positive customer relationships. The more customers are aware of a brand and what it stands for, the stronger that connection will be. For example, up to 81% of customers like to buy from brands they trust.
Aside from retaining customers, brand awareness enhances credibility among audiences like customers, suppliers, and partners. Naturally, this will boost business and customer loyalty.
Lead Generation
Manufacturing marketing strategies can also generate leads. Often, this is through attracting future customers that may be interested in company services and items.
Nurtured through multiple marketing channels, leads can ultimately be converted into sales opportunities, thus creating more customer relationships.
Product Promotion
Marketing for manufacturing companies will also effectively promote their products and services to specific audiences. For any brand that wants to gain business, it's important that they're targeting the right audience.
For example, a manufacturing brand may have a fantastic marketing strategy in place--but they haven't nailed down their target audience. As a result, the campaign isn't as successful as it could have been had the company identified their target audience.
Once the audience is set, manufacturing marketing strategies should aim to highlight...
- Key features
- Benefits
- Value propositions
Highlighting these will also help gain an edge over rival brands and persuade potential customers.
Best Manufacturing Marketing Strategies in 2024
Digital Transformation
Manufacturing companies can utilize digital tools like automation, AI, and Internet of Things (IoT) to complete their goals while saving time.
As these tools only continue to grow in popularity, manufacturing brands can use them to streamline manufacturing processes and boost product quality.
Additionally, brands that use these tools will be able to showcase their technological advancements in their marketing materials. This will allow the public to see the brand's innovative strategy, and add a competitive advantage.
Content Marketing
Content is everything in a marketing strategy, no matter what the industry is. Businesses should put plenty of time and effort into this, as customers notice which brands prioritize content and which don't.
Thankfully, content strategies can be incredibly versatile. This allows brands to choose how they want to provide information to customers.
Common forms of content that can be worked into a manufacturing marketing strategy are...
- Blog posts
- Articles
- Whitepapers
- Videos
Content for a brand can also be a solution to common issues that the target audience experiences. This type of troubleshooting reference is appreciated by customers and shows them the company cares about their experience.
Lastly, having effective content will also position a manufacturing brand as a thought leader in their industry.
Search Engine Optimization
Another manufacturing marketing strategy involves optimizing the brand's website with an effective SEO plan.
Using relevant keywords and phrases related to products, services, and industries is the first step to a solid SEO strategy.
This will also improve a website's visibility within search engine results pages (SERPs), which will boost organic site traffic and also boost leads.
Another thing to point out here is that SEO can also increase a brand's trustworthiness. When potential customers see a brand continuously pop up at the top of search results, this will make them feel confident in its services.
Social Media Marketing
Social media platforms like LinkedIn, Twitter, and Instagram are useful for manufacturing marketing strategies.
These platforms allow the public to interact with a brand, promoting transparency.
They're also a great way to share industry news, showcase products, and demonstrate thought leadership.
A key feature of any good social media strategy is to use compelling visual content. This will attract viewers and also reflect positively on your brand. What's more, this can also help drive traffic back to a company's website.
Account-Based Marketing
ABM strategies can be used to target main accounts and decision-makers within the manufacturing industry.
Manufacturing marketing strategies can also feature customized campaigns and content, addressing the specific needs of each target account. This ultimately increases the chances of successful lead generation and conversion.
Because of this specific targeting, ABM can result in better customer relationships and increased ROI.
Customers respond well to this approach, as it emphasizes key needs and features--adding a personalized touch.
Customer Relationship Management
A good CRM system will allow a manufacturing brand to manage customer interactions, track leads, and personalize outreach materials.
Using this CRM data, brands can segment their audience, tailor marketing messages, and deliver targeted campaigns that align with specific customer segments.
Essentially, segmentation refers to the dividing of groups based on similar characteristics.
Segmenting an audience is an incredibly useful tool and is ideal for manufacturing marketing strategies. It allows marketing teams to target the unique needs of their audience by breaking them into smaller groups and assessing their needs.
Customer Satisfaction Surveys
Investing in customer satisfaction surveys is essential to a good manufacturing marketing strategy.
While all of the above points are also important, customer surveys actually gather data from buyers to improve their experience.
A brand can only improve its offerings so much without this data. By having access to customer feedback, a company can make informed decisions based on what they offer.
Customer satisfaction surveys will reveal:
- Pain points
- Common trends
- Preferences
- What's working
Manufacturing companies will then take this data and work it into their existing strategies.
Examples of Successful Manufacturing Marketing
There are multiple manufacturing marketing campaigns that have used creativity to promote their goals and overall impact.
Let's take a look at some examples!
GE Aviation's "In the Wild" Campaign
GE Aviation's "In the Wild" campaign highlighted the advanced technology and reliability of its jet engines.
Featuring crisp, stunning visuals, the campaign used videos of GE powering aircraft in harsh conditions in the Arctic and over rugged terrain. GE Aviation effectively communicated the power of these jet engines by showcasing their power in real-world conditions.
As a result, this instilled confidence in potential customers while reinforcing their place as a leader in aviation technology.
Caterpillar's "Built For It" Campaign:
A leading manufacturer of construction and mining equipment, Caterpillar released their "Built for It" campaign.
The campaign showcased both the durability and versatility of its wide range of products.
Featuring a series of videos, the campaign creatively highlighted Caterpillar equipment performing intense tasks like playing a giant game of Jenga or supporting a massive Christmas tree. Ensuring their ads were engaging and memorable, Caterpillar successfully portrayed their reliability to make an impact on customers.
Siemens' "Ingenuity for Life" Campaign:
Siemens’ "Ingenuity for Life" campaign showcased its innovative solutions for multiple industries, from manufacturing to energy to healthcare.
Highlighting real-world examples of Siemens technology, the campaign showcased its ability to improve efficiency, sustainability, and quality of life across the globe.
Effectively positioning itself as a leader in innovation, Siemens’ campaign reinforced it as a trusted business passionate about progress and sustainability.
Toyota's "Forklifts for Life" Campaign:
A division of Toyota Industries Corporation, Toyota Material Handling's "Forklifts for Life" campaign promoted its wide range of forklift trucks and material handling offers.
Featuring testimonials from happy customers, case studies showcasing the benefits of the forklifts, and educational resources on safety measures.
With this campaign, Toyota Material Handling effectively engaged its target audience and strengthened its reputation as a dependable provider of material handling equipment.
Contact Our Manufacturing Market Research Company
Implementing a manufacturing marketing strategy is important for a successful brand in the industry. With the right tools, manufacturers can create thoughtful, effective campaigns.
Drive Research is a market research company based in New York. Using their expertise, our team will work closely with your team to ensure your marketing strategy achieves positive results.
To learn more about our market research services, get in touch with us today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
Lark Allen
As a Content Marketing Specialist, Lark has a strong background and passion for creative, professional, and journalistic writing. She is also a self-proclaimed music freak and 90s enthusiast.
Learn more about Lark, here.
