How to Market a Manufacturing Company: 5 Digital Solutions

How to market a manufacturing company has become a crucial question to create sustainable growth.

As undoubtedly the manufacturing industry has headwinds. Whether that is a shortage of skilled labour, supply chain disruptions or requiring product innovation.

We want to focus on ways to overcome headwinds and create opportunity.

In a report by Intergage they found 61% of B2B businesses were moving spend to capitalise on the digital opportunity.

However, nearly half of the businesses in the survey said a leading concern was creating enough high quality content.

Something we hear is the question ‘what classes as enough’? And for B2B companies current quantity may not be suitable.

And consequently content quantity should be considerably more to reflect the various industries and stakeholders B2B companies want to engage with.

As being manufacturers we may cater for different B2B industries and we may even directly sell B2C, and also B2Governments.

Therefore a structured digital strategy to market your products and solutions can unlock a wide range of opportunities.

Five Essential Solutions: How to Market a Manufacturing Company Today

During this article we are going to unwrap five digital solutions to help transform marketing a manufacturing business:

1. LinkedIn: The Premier Platform to Market a Manufacturing Company

Above all, the premier B2B platform has to be LinkedIn. Therefore when learning how to market a manufacturing company it offers a strong starting point.

Here’s why:

• Besides your LinkedIn company page you can use Showcase Pages. Use these to shine a spotlight on your unique brands, initiatives and solutions for different industries. Showcase Pages provide an extension to your main page to house its own content to bring attention to your desired subject.

• Furthermore, on LinkedIn Live you can create a live event. With your engaged audience you can reach them with engaging demonstrations, tours and talks. Generate live interactions with polls and questions and nurture the relationship of attendees post event.
• Furthermore, jump into the advanced targeting that LinkedIn advertising offers. 4 out of 5 LinkedIn users drive decisions. Reach companies and decision makers. Or upload your contact list and advertise specifically to them.
• Finally, get involved in LinkedIn groups. Share knowledge and build relationships and opportunities with like minded industry focused professionals.

2. Strategic Content Development: How to Market a Manufacturing Company Through Content

While LinkedIn provides a home for B2B social media content, there are many other forms. From content on websites, blogs, newsletters, publications and podcasts.

So whether written, discussed or videoed curating compelling content to drive commercial growth should form your content foundation

1. Firstly, show case your why and leverage case studies and newsletters to show your solutions. Deliver depth and experience for customers and prospects to build trust.
2. Secondly, go behind the scenes and open up your manufacturing capabilities to demonstrate quality, efficiency, sustainability and team members skill. Perfect for podcasts and social media.
3. Additionally, step forwards as an industry thought leader. Build your reputation to provide perspectives on news, trends and deliver insights and beneficial advice.
4. Moreover, selling is about people. Show off the customers who have gone before and found the successes of your solutions. Whether improved sales, reduced costs or efficiencies customers and prospects alike benefit from seeing them.

3. Expert Guidance: How to Market a Manufacturing Company Through Thought Leadership

We do not always feel knowledgeable. But consider your experience, your perspective on the industry. Multiple that by your team. Suddenly you have a powerful differentiator to use your insights and experience to bring to life your digital presence:

Executive Voices in Digital Spaces

• To begin with, C-suite professionals can bring unique and varied perspectives on the industry from finance to operations, strategy to marketing. Since LinkedIn is the home of B2B social media, create articles, posts and videos that articulate your points. And benefit from the C-suite effect as they typically get a 320% engagement boost versus company pages.
• Similarly, your technical directors, team and product development can offer a unique insight. Share the shareable information around innovation and showcase your industry leading knowledge with emerging technologies and future trends.
• Furthermore, your sales team from BDM’s to KAM’s and NAM’s can bring to life current market trends and highlight customer needs. In fact they can share advice on how customers can respond, adapt and implement solutions to create opportunities.

To maximise thought leadership:

1. Initially, like any opportunity become consistent. Specifically using platforms like Later to schedule content to LinkedIn.
2. Subsequently, focus on creating content that shares how to solve industry specific challenges.
3. Meanwhile, share your hidden benefits that create curiosity and interest. Whilst building trust and rapport as followers learn your behind-the-scenes.
4. In addition, become involved in LinkedIn groups, discussions and topics. In time your consistent championing of the industry and your knowledge will establish your reputation as a thought leader.

Want to understand the full impact senior leaders can have when creating content? Explore one of our articles that just does that, right here.

4. Digital Performance Tracking and Analytics

Coupled with your growth focused content creation, analysis becomes an important aspect. You’ll need to track metrics important to your objective, these key metrics offer a starting point:

• Initially, website engagement rates: Track time on page and interaction with technical content. This can be linked to lead generation, pipeline growth and then overall conversion.
• Subsequently, LinkedIn post performance: At least monitor the shares and comments from industry professionals. Ideally capture the sentiment of comments, and identify the moment videos are stopped being watched.
• Additionally, lead quality scoring: Evaluate the quality and ‘fit’ of the leads being brought in via the content. Assess and adapt content to reach your best suited prospects.
• Furthermore, conversion tracking: Measure downloads of technical documents and enquiry forms. Understand if the call to actions are working and are the recipients suitable prospects.
• Finally, ROI measurement: Calculate cost per qualified lead and conversion rates to create a detailed report. When conversion tracking include identifying the forms of content that deliver the best results.

5. Trust Building Through Digital Excellence

Our final solution focuses on establishing trust digitally. As prospects and customers have to trust your company, your product and you.

Therefore we have to employ several approaches to ensure trust is gained for the company when communicating digitally:

• First of all, let people know your accreditations, certifications and compliance with regulations. Company bios and ‘about us’ are good places to house this information.
• Secondly, showcase your companies manufacturing prowess. Provide updates on manufacturing processes and manufacturing achievements. Newsletters, blogs and videos help engage audiences.
• Thirdly, be transparent and bring to life customer experiences through case studies and testimonials. share quality control measures and standards.

Conclusion: Now Market Your Manufacturing Company

In a period where headwinds come from labour, government budgets and supply, effective digital marketing is about addition.

If traditional marketing methods are your mainstay of business promotion, maybe it is time to add digital? Now enhance those methods with the high engagement and targeted opportunities digital marketing offers you.

Use the guideline of these five key solutions. Allowing you to create a robust online presence in line with your established industry reputation.

By taking action and implementing these solutions you stand well positioned to compete, lead and thrive in the industries growing digital environment.

Editorial process

Our articles are curated by experts in B2B business with expertise in AI. And are focused on the technological opportunities that exist for B2B businesses.

The reviews are constructed through the analysis of hundreds of actual experiences and condensed into our concise thumbs up or thumbs down format. 

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James Ambel

With over a decade of B2B expertise across multiple industries and a passion for integrating new technology to elevate his ROI James’ writing allows all of this to come together. His belief is many B2B businesses could maximise their time, focus and ROI to an even higher level.

Experiment with different messaging, content formats, and communication channels to determine what resonates most effectively with your target audience. Use A/B testing and data-driven insights to refine your approach and maximise results over time.