Social media has reinvented itself from a simple tool to connect with family and friends to a marketing platform, abundant with potential customers from every economic sector. With more than 2 billion registered users, social media platforms have become the best marketing channel for every business, and manufacturing companies are no exception.
The traditional marketing channels are still relevant, but they lack the personal touch that social media offers. Several brands creatively utilize their social media to form deeper personal relations with their customers. The primary benefit of social media marketing is measurable results and the availability of precise data and analytics. Metrics like likes, views, impressions, and engagement traffic, provide a path for a business to cater to its potential customers.
When done right, social media marketing for manufacturing companies is valuable for content promotion, brand awareness, brand building, and lead generation. Manufacturing companies can leverage social media to create inspirational and educational content that indirectly promotes their products.
We have compiled a list of 7 key social media strategies for manufacturing companies to increase their digital footprint.
1. Identify your audience
It is essential to have a deep insight into the psyche of your potential customers on social media. Knowledge of their motivations, likes, demographics, interests, etc. through available data can help you create accurate buyer personas. This process defines the ideal customer profiles for manufacturing companies.
2. Choose the right channels
Instead of choosing heavily-populated social media channels, an effective social media marketing strategy targets potential customers on the right channels. The right channel is identified by a manufacturing company’s purpose and its ideal audience. Consider the audience present on each channel and the most viable platform where your ideal audience will be more open to interacting with your content.
3. Have an advertising budget
A social media strategy is incomplete without an advertising budget. Without an advertising budget to boost a company’s posts, its reach will be severely limited. Paid ads allow companies to accurately target their audience by gender, interest, geography, skillset, and email. When a company’s posts are relevant to their audience’s interests, they increase incoming traffic to their website and get a higher ROI.
4. Create valuable content
Instead of viewing social media platforms as a marketplace to sell their products, manufacturers should consider them an interactive, knowledge-sharing platform where potential partners, prospects, and customers can find valuable information about the industry. For a manufacturer to cut through the noise, its content should engage, educate, inspire or entertain its audience.
5. Leverage LinkedIn for B2B clients
Linkedin has over 500 million registered users all over the globe. All users and companies registered on the platform are on the lookout for business opportunities and connections to expand their business network. Manufacturers can reach their desired audience through the filters of location, industry, title, educational background, etc.
6. Product/manufacturing videos
Product manufacturing videos, on-site videos, and demos increase a company’s credibility to potential first-time customers. Product videos on a YouTube channel are a powerful awareness and selling tool for manufacturers. Having high-quality videos adds to the credibility of a manufacturing company. Videos increase likes and shares across social media platforms and can be shared more easily.
7. Track your progress
To ensure that a company is on the right track, constantly measuring results is crucial for success. By evaluating posts that bring the most clicks, increase subscribers, and generate more leads, a company can identify the type of content its audience likes to consume. Other factors to evaluate are the lead conversion rate, sales lead quality, time spent on site, SEO ranking, and customer feedback.
Final thoughts
A manufacturing company that wants to increase its social media presence should concentrate its efforts on 2 to 3 channels and become the leader in those channels instead of having a mediocre reach and engagement on 10 different platforms. They can hire a digital marketing agency to increase their social media footprint. Amura Marketing Technologies is the leading B2B digital marketing agency in India. We can assist manufacturers in generating valuable leads through a holistic social media strategy and by creating insightful, relevant content that caters to their audience.
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