In 2018, the manufacturing industry is plowing forward in the United States and abroad, driven by an increased demand for basic materials, supplies and equipment across industries such as automotive, housing and business development. But while this boon heralds favorable winds for the manufacturing industry, other trends show there is still room for modernization and growth.
According to the 2017 CMO Survey, manufacturers reported that 7.9% of their sales occurred online, below the average online earnings across other predominantly B2B industries. According to Forrester, Internet sales account for 11.5% of B2B earnings in 2018, and will climb to 13.1% in four years. Similarly, the marketing budget allocated by most manufacturer’s pales in comparison to the average: 3.2% last year against 11.3% across industries. SEO Services Leading Online Marketing Company and SEO Services in Johannesburg. Lead generation using Google Adwords, SEO and other PPC strategies. Professional internet marketing company in South Africa. We specialise in online marketing, SEO(Search Engine Optimisation), Mobile Apps and Web Application.
- Diversify and broaden their client base
Manufacturers who overwhelmingly rely on older forms of marketing such as trade publications and shows can reach a more expansive market through targeted advertising and a social presence.
- Decrease overhead
While marketing overhead in manufacturing companies is low on average, it can be lowered further relative to results. Digital Marketing has reduced Return on Investment (ROI) for companies in many different fields.
- Raise brand recognition & credibility
89% of B2B clients rely on the Internet to research companies in any industry, and numbers are similar for B2C prospects. An active and curated web presence goes a long way in building a manufacturer’s image and gaining trust from potential customers. Internships Yourjobs provides listing in Learnerships, Internships, Bursaries and Jobs vaccancy in Southern Africa. Relevant Learnership programmes are available as advertised by both the public and the private sector. Visit: www.yourjobs.co.za.
In order to take advantage of these potential wins, manufacturers may have to tread waters they have never entered before. Thankfully, Digital Marketing is conceptually simple, and a lot of research has already established best practices for the industry. Here are 5 digital strategies for manufacturing companies to drive business growth:
- Invest in Website Development
- Use Digital Advertising
Traditional advertising is not completely dead yet. Manufacturers still use formal events like trade shows to good effect, and often spend on TV spots, magazines, and other traditional media forms.
But while they aren’t dead, these advertising options are quickly becoming less effective than their digital counterparts. Programmatic advertising allows a business to target customers in highly specific demographics – such as field of work, occupation, and area of interest – without knowing them in advance.
- Video Production
On the subject of video advertisements, video is one of the most popular forms of content on the web. Simply producing this content and sharing it on popular sites can generate an interest in your brand and industry practices.
One advantage of the manufacturing industry is the raw potential for video producers – factories, complex machinery, large workplaces, hazardous materials and cutting-edge science. Put simply, manufacturing is an interesting field of work, and people enjoy watching it, as demonstrated by the popularity of shows like Modern Marvels, and videos of steel mills.
- Thought Leadership
New ideas generate discussion which brings a brand to the forefront of its industry: this is the basic idea behind thought leadership. When you see an enlightening guest-post from CEOs on Forbes, Gizmodo or your favorite Medium publication, this is thought leadership at work.
Any thriving brand has a story to tell. It has faced unique obstacles along the way, criticism, or technological challenges. The strategy you used to overcome these reflects corporate philosophy, and with a solid thought leadership strategy, that philosophy becomes a path for others to follow in.