Digital Marketing for Manufacturers

Digital Marketing
Digital Marketing for Manufacturers
Last Updated: July 03, 2024

Picture this: a world where factories not only produce goods but also engage customers; where assembly lines are as efficient and visible online as they are offline. As product orders increasingly arrive through a myriad of digital channels across industries, manufacturers begin to awaken to the importance of digital marketing.

Intrigued? You should be. Around 77% of manufacturing marketers have noticed increases in their conversion rate because of digital marketing. Let’s explore the world of digital marketing for manufacturers — where steel meets silicon and every click can forge a new business relationship.

Do Manufacturers Need Digital Marketing?

The question isn’t so much whether manufacturers do need digital marketing; it’s "why wouldn’t they?” In a market where clients expect instant information and seamless interactions, manufacturers can’t afford to be invisible online.

Digital marketing bridges the gap between technical expertise and market demand, making it an indispensable part of a company’s business strategy. It allows manufacturers to reach a global audience, far beyond the limitations of traditional marketing.

By utilizing the different types of digital marketing, manufacturers can engage with customers more directly and personally.

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5 Manufacturing Digital Marketing Strategies

Building a strong digital marketing campaign that resonates with your target audience can encompass many different approaches, with the ultimate goal of improving brand image and driving business growth. Here are some engaging and effective digital marketing strategies for manufacturers, each illustrated with examples to inspire you.

Leverage Video Marketing

Video marketing can truly bring your products to life. Take John Deere's Farm Forward series, for example. These videos don’t just showcase tractors; they tell real stories about how farmers are using John Deere equipment to improve their livelihoods.

By focusing on real people and storytelling — more on the latter in a bit — John Deere makes their technology relatable and shows potential customers the tangible benefits of its products. This approach can turn technical specifications into compelling narratives, making it easier for your audience to connect with your brand on an emotional level.

Tell Stories on Social Media

Bosch, a manufacturer of automotive parts, power tools, and home appliances, has been actively using social media to tell compelling stories about their innovations and the impact of their products. In 2023 Bosch launched a campaign on social media which featured short videos and posts that tell the stories of how Bosch products are used in everyday life.

One particular series highlighted behind-the-scenes footage and interviews with engineers. By showcasing real-life applications and the people behind the technology, Bosch effectively humanized its brand and highlighted their commitment to innovation.

Host Webinars and Live Streams

Schneider Electrics, a manufacturing company in energy management and automation, conducted a series of webinars and live streams called Schneider Electric Innovation Talks.

These webinars and live streams covered a wide range of topics relevant to its audience, such as energy efficiency, digital transformation, and sustainable solutions in various industries. By hosting these webinars and live streams Schneider Electric provided valuable insights and practical knowledge to its audience, demonstrating the effectiveness of their products and solutions in real-world applications.

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Make Use of User-Generated Content

A great example of leveraging user-generated content (UGC) is the Rebuild the World campaign by Lego, a leading manufacturer of play materials, focusing on showcasing how fans and builders use Lego bricks to create innovative and imaginative projects.

Participants from all over the globe, including kids, adults, and professional builders, shared photos and videos of their unique Lego constructions. This strategy not only provided authentic and engaging content but also inspired the community, highlighted the versatility of Lego products, and strengthened the brand’s image as a promoter of creativity and innovation.

Niche Down on Specific Topics

Siemens continues to be a leader in content marketing with their Future Makers blog, which focuses on stories and insights into technology and innovation in manufacturing. The company regularly posts articles, case studies, and insights about the latest trends in manufacturing technology.

By diving deep into niche topics, Siemens positions itself as a go-to resource for industry professionals seeking knowledge and solutions. In turn, this builds trust and keeps your audience coming back for more, knowing they can rely on you for valuable information.

How To Create a Strategy for Digital Marketing for Manufacturers?

Creating an effective digital marketing strategy for manufacturers is like crafting a compelling story that not only informs but also captivates your audience.

JB Floyd, President of LeadValets, offers some insightful advice on this: “To start, truly knowing your audience is crucial. It's about understanding their needs and speaking their language while still highlighting the technical specs they require.”

Think of it like having a conversation with a friend who’s passionate about the same things as you are. Emphasize the benefits of your product. Don’t just list technical features — show how these features solve real-world problems.

For example, instead of saying, "Our machine operates at 5000 RPM," say, "Our machine’s high-speed operation means you get your products faster, helping you meet tight deadlines with ease." Benefits first, details later.

Visual content is also a game changer. Incorporate infographics, videos, and images to break down complex information into bite-sized, engaging pieces. It’s like turning a textbook into a comic book — still educational but much more fun to read.

Another thing to consider is keeping it simple. Avoid jargon and explain technical details in straightforward terms without losing the essence of what makes your product special. Think of it as explaining your work to a smart friend who’s not in your field — they’ll appreciate the clarity, and you’ll avoid sounding like a robot.

By blending these elements, you create a strategy that not only informs but also engages and converts your audience, turning technical specs into a compelling narrative that resonates with real people.

The Future of Digital Marketing for Manufacturers

The future of digital marketing for manufacturers is at the cusp of a transformative era, driven by technologies like artificial intelligence (AI) and machine learning (ML).

According to JB Floyd, "The next big innovation in digital marketing for manufacturing companies will likely be the integration of AI and ML." These advancements promise to revolutionize how manufacturers engage with their audience, streamline operations, and drive growth.

Imagine AI-powered predictive analytics enabling manufacturers to project marketing trends and anticipate customer needs with unprecedented accuracy. This capability not only facilitates proactive marketing strategies but also enhances the agility and responsiveness of manufacturing companies in a rapidly changing market.

ML algorithms, as Floyd emphasizes, “have the power to analyze vast amounts of data to deliver personalized content and product recommendations.” This personalized approach is crucial in today’s world where tailored experiences resonate with their specific needs and preferences.

AI-driven chatbots are poised to redefine customer interaction in manufacturing digital marketing. These intelligent assistants provide instant, round-the-clock customer support, handling inquiries and guiding prospects seamlessly through the sales funnel.

In addition to these technological advancements, Floyd highlights the impact of interactive digital experiences like virtual tours in enhancing customer engagement. “These immersive experiences allow potential clients to explore manufacturing facilities virtually, gaining insights into processes and product quality that build trust and foster interest."

“This approach has proven highly effective, resulting in increased website engagement, higher conversion rates, and improved brand perception,” he concludes.

Wrapping Up on Digital Marketing for Manufacturers

The digital age is reshaping the manufacturing industry, making digital marketing not just an option but a necessity. By leveraging effective strategies and embracing future innovations, manufacturers can connect with their audience in unprecedented ways, driving growth and staying ahead of competition.

Digital Marketing for Manufacturers FAQs

Why is digital marketing important for manufacturers?

Digital marketing is crucial for manufacturers because it helps them reach a wider audience, stay competitive, and engage customers in ways traditional methods cannot.

What are the challenges in implementing digital marketing strategies for manufacturers?

Challenges may include navigating regulatory compliance, adapting to rapidly evolving digital platforms and technologies, managing large volumes of data securely, aligning digital efforts with traditional sales channels, and demonstrating return on investment (ROI) effectively.

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