This article dives into 4 digital marketing benefits (e.g., PPC advertising services, SEO, and more) for manufacturers.
If you’re leading or working in marketing for a manufacturing company, you know without a shadow of a doubt that you’re facing plenty of competition. In fact, IBISWorld reports that as of February 2023, there are nearly 600,000 manufacturing companies in the United States alone. You have increasing competition: Manufacturing is a highly competitive industry as we know. On top of that, you have cash flow management which is crucial for the business and you have to recruit and retain top talent. Then you have to continually adjust to the changing needs and preferences of your customers while acquiring new customers to serve. So, how can marketing help you to do this? How can you compete in this cutthroat market? The way to push growth forward is through digital marketing.
In this modern world, manufacturing firms like yours can leverage the power of online marketing in order to stay competitive.
In this article, we’ll dive deep into four important benefits that every manufacturer can gain from embracing digital marketing—whether by doing it all in-house or employing an experienced agency for those digital marketing services…
Table of Contents
Digital Marketing Benefit #1 for Your Manufacturing Company: Ability to Target Users With Pinpoint Accuracy and Generate Better Leads
Digital marketing has the incredible power to target your Ideal Customer Profile (ICP) and generate high-quality leads for your manufacturing business.
Precise customer targeting is a major advantage of digital marketing for manufacturing companies. Digital marketing enables your manufacturing business to target users who have certain ages, locations, interests, behaviors, and other demographic factors in order to reach those who match your ICP and lead them to your site and/or social media channels.
While it’s definitely possible to grow your reach organically, using paid ads is an effective and efficient tactic for quickly increasing your brand visibility. Using any of a variety of digital ads—such as Google Ads, Facebook Ads, LinkedIn Ads, and more—your manufacturing company can be found by potential customers who are already searching for products similar to (if not exactly like) yours. This targeted approach can help manufacturing companies of all shapes and sizes to increase their brand visibility, reach a wider audience, and ultimately, generate more leads and sales.
If your manufacturing firm has a limited budget or simply wants to make the most out of your ad spend, you can avail of PPC marketing services offered by an experienced pay per click advertising agency like Zero Company. Short for Pay-Per-Click, PPC ads give great bang for your buck by letting you pay only for ads that users click on.
With traditional marketing methods, it can be challenging to reach a specific audience, and your manufacturing company can waste resources on targeting the wrong people. A good PPC management agency has extensive knowhow and experience in PPC advertising to help you get the most return-on-ad-spend (ROAS), while also freeing up your resources for other marketing tasks.
Digital marketing even allows your manufacturing company to target people who are already interested in your products. For example, you can use retargeting ads to display your online advertisements to users who have visited your website. By targeting those warm leads, you can boost your chances of converting them into customers. After all, they’ve already shown interest in your company and what you offer.
Digital Marketing Benefit #2 for Manufacturers: Measurable Results Available in Real-Time
Digital marketing also provides your manufacturing firm with measurable results, which allows you to track the success of your marketing campaigns and adjust your strategy accordingly. There are tons of digital dashboards available online that provide real-time data and insights into user behavior.
For instance, digital marketing tools like web analytics (e.g., Google Analytics), social media analytics (e.g., Facebook Insights), and email marketing analytics (which are available on virtually all email platforms, like Mailchimp, ActiveCampaign, HubSpot, and GetResponse) can provide your manufacturing business with insights into the performance of your online marketing campaigns. These tools enable you to see which elements of your campaigns are working and which are not, so you can adjust your efforts accordingly.
Online analytics platforms also allow manufacturing businesses to track users’ relevant online activity, including the pages they visit, the content they engage with, their buying behavior, and so on. Armed with this data, you can create more targeted and personalized marketing campaigns, which can lead to even higher conversion rates.
Digital Marketing Benefit #3 for Industrial Manufacturing Companies: Cost-Effective
Digital marketing allows manufacturing businesses to reach a massive audience with a much lower budget compared to traditional marketing channels. Traditional marketing methods, such as print and television ads, are quite expensive yet they don’t provide the same breadth in terms of targeting and measurement as digital marketing does.
On the other hand, social media marketing using platforms like Facebook and Instagram have targeted advertising options that enable manufacturing firms to reach their preferred audience at a fraction of the cost of traditional ads.
Digital marketing also gives your manufacturing company much greater control over your spending. Using tools like Google Ads or Facebook Ads, you can set daily or monthly budgets, and even choose to pay only when someone clicks on your ads (comprehensive PPC advertising services are offered by a pay per click advertising agency like Zero Company). This means that you can measure your ROAS more accurately, and easily adjust your strategy as needed.
Finally, a huge reason why digital marketing is so cost-effective is it allows businesses to reuse and repurpose content. Once your manufacturing company has produced high-quality and useful content, you can use it for different purposes, such as social media, email marketing, and blog posts. This allows you to save your resources by reusing existing content rather than creating new ones for each and every page and need.
Digital marketing gives your manufacturing business more information about your target customers and more control over your advertising budget.
Digital Marketing Benefit #4 for Manufacturing Companies: Greater Brand Awareness
Last on our list of benefits of digital marketing for manufacturing companies is increased brand awareness. Digital marketing provides your manufacturing business with the ability to reach a much wider audience—practically the entire world (that’s connected to the web—that’s 5.16 billion users as of January 2023).
On the contrary, traditional marketing methods (like television ads and billboards) can reach only a limited audience within a specific geographic location.
With digital marketing, manufacturing firms can reach a global audience in just a few clicks. Thanks to the internet, social media, and online channels and platforms, your manufacturing company now has the power to reach millions of people within just a few hours of launching your digital marketing campaign.
Also, unlike traditional marketing, your digital presence doesn’t need to be all ads. In fact, we recommend that your manufacturing company produce and share high-quality and useful content that resonates with your target market, whether that’s the general public, a niche group of consumers, or other businesses. You can create content in the form of videos, blog posts, social media posts, and more. By producing and distributing content that provides value to your target audience, your manufacturing company can build trust and establish your credibility to potential customers (this is called thought leadership).
You can use search engine optimization (SEO) to get more people to see the content on your website. SEO increases your website’s ranking in search engine results pages (SERPs) like Google, which makes it more likely for potential customers to find your site when they search for products that you offer. By creating useful content and optimizing your website for relevant keywords, you can attract more organic traffic to your website.
You can also use lead magnets—like ebooks, whitepapers, and webinars—to attract prospective customers and capture their contact information. When you share content that’s useful to your target market, you can build a database of leads that you can nurture and convert into customers over time.
Once you already have that database, you can use email marketing to stay in touch with your leads and customers. By sending them targeted and personalized emails, your manufacturing business can keep them informed about your products and engaged with your brand.
Through digital marketing, your manufacturing company can sell your products to the world—in just a few clicks.
Summary of The Four Digital Marketing Benefits for Your Manufacturing Business
In conclusion, doing digital marketing is no longer just a suggestion for manufacturing firms to survive; it’s a necessity.
Through digital marketing, your manufacturing company can generate better leads, get instant and measurable results, and improve brand awareness—all at a much lower cost than traditional marketing.
