The manufacturing sector is evolving more rapidly than ever before. Nearly all manufacturing processes are being impacted by rampant digital transformation. Customer demands and trends have also transformed significantly in the past decade. Manufacturing companies need to consider these aspects while devising their marketing strategies.
Manufacturing is a particularly competitive field due to the similarity of products and services. In order to develop a successful B2B manufacturing marketing strategy, manufacturing businesses need to identify their unique selling points and key performance indicators. Moreover, with the cut-throat global competition, they must adopt newer and innovative digital strategies to stand out. Especially when it comes to engaging and nurturing their B2B clients. By adopting the following B2B digital marketing strategies, manufacturing companies can reach their potential customers more efficiently and scale their businesses.
1. Create industry-focused content for your buyers
With digital marketing, most manufacturing businesses focus primarily on lead generation, which is undeniably important. But along with that, they must also focus on creating thought leadership. One way to do this is by creating industry-focused content that's in tandem with the current industry trends and adds value to buyers' knowledge. For example, manufacturing companies and industries regularly interact with engineers, procurement managers, and MROs. Catering to these B2B audiences requires creating content that focuses on their challenges, habits, and processes. That way, businesses are not just marketing their products but also adding value to the knowledge of their customers. Moreover, by creating such content, businesses can also build trust and establish long-term relationships with their customers.
2. Invest in video marketing
Video marketing is one of the most effective and preferred tactics in B2B marketing. In fact, 70% of B2B marketers claim that video content converts the best. With respect to the B2B audience, 59% of senior executives prefer watching a video to reading a copy. These figures underline the importance of video marketing in B2B communications. Video content is more effective primarily due to its visual appeal. That makes such content easier to consume, engaging and eye-catching, especially when it comes to industrial product marketing. It helps you break down complex concepts and simplify them for your buyers. Furthermore, such content not only increases your brand awareness but also promotes its recall value.
3. Leverage email marketing
59% of B2B marketers cite email marketing as a critical component of their customer acquisition and revenue generation systems. Think about this; emails are something most professionals check and keep track of the most. So, an effective email marketing strategy is the best way to target and engage them. While building an email marketing strategy, personalising the communication is essential in every way possible. In addition to introducing their offerings, businesses should also explain how they address their customers' pain points through their emails. The best way to do this is by making the emails more conversational and keeping them concise. As a result, potential customers will understand the business's value proposition more easily and are more likely to convert into customers.
4. Take advantage of Account-based marketing (ABM)
Account-based marketing is a critical B2B marketing strategy as it enables sales and marketing collaboration and helps target high-value accounts. In the manufacturing sector, ABM can not just help acquire new accounts but also retain and grow the existing ones. This is done through tech integration, omnichannel communications, an appropriate lead nurturing approach, and advocacy programs, among other things. ABM helps you eliminate unqualified leads and focus only on highly qualified leads. Moreover, through ABM's tailored communications, you can convert these potential customers into long-term, loyal customers.
5. Build a strong presence on LinkedIn
LinkedIn is among the most widely used platforms by B2B companies and stakeholders. Therefore, an effective B2B digital marketing strategy for manufacturing companies calls for a strong brand presence on LinkedIn. Decision-makers and C-suit audiences from various industries are active on this platform, and it is through them that a lot of business can come in. The key to building a successful brand presence on LinkedIn is consistently creating informative content. This platform also allows businesses to network extensively and initiate conversations with potential customers.
6. Focus on the buyer & customer journey
Most manufacturing companies make the mistake of showcasing only their brand achievements or the greatness of their offerings online. But in this process, they might overlook one key aspect of marketing, i.e., the buyer. Focusing on buyers and considering their challenges and requirements is essential in B2B marketing. A buyer-centric marketing strategy is the first step to successful B2B marketing. So, every marketing initiative or campaign must keep the buyers at the centre.
Final thoughts:
Your manufacturing company surely will benefit from these B2B digital marketing strategies not only in terms of lead generation but also in terms of conversion rate. But to leverage these strategies and experience a more targeted and growth-driven approach, you can partner with Amura Marketing Technologies, a leading b2b marketing agency in India.
Amura, through its MarTech expertise and targeted B2B manufacturing marketing strategy, has helped many renowned brands transform their businesses digitally. So, are you ready to rethink your digital marketing strategy with Amura? Get in touch with us today!
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