While traditional marketing tactics such as trade shows, word-of-mouth marketing, and print advertising may still work, the reality is that a majority of your target market has shifted to researching online when looking for solutions to their problems.
Marketing for manufacturing now demands an active and engaged presence online if you want to stay competitive in today’s digital world. It’s no longer enough to have a website that acts as your company’s brochure.
B2B buyers want to be educated; they research online looking for options. And with so many choices out there, the way to differentiate yourself is by giving your target audience a compelling reason to visit your website. Here are three tactics for optimizing your manufacturing marketing:
1. Consistent and Credible Content Delivery
When buyers turn to the web looking for answers to their questions, you should be there to provide it to them. You can do that by having a blog that covers topics that your target audience searches for the most. Having a blog also showcases your expertise. Publish blogs regularly; they key to stay active so that you remain on your prospects’ radar.
Create content that is compelling and relevant. Show you’ve done your research by including statistics, facts, and expert advice. And as your prospects move into the consideration stage of their buyer's journey, impress them with case studies that show how you can solve their problems.
2. Mobile-Optimized Website
Website speed and accessibility is crucial to maintaining the interest of your target audience. Now more than ever, Internet users access the Internet with their smartphones, tablets, and other mobile devices. In fact, according to StatCounter, mobile has surpassed desktop with 51.2% of users worldwide choosing to access the Internet via their mobiles.
Mobile-friendly websites not only look better on all devices, but they’re also search-engine friendly. Approximately 60% of Google searches come from mobile devices, prompting Google to reward websites that have optimized for mobile with higher rankings.
3. Leverage Video Marketing
According to HubSpot, 76% of marketers say video content has helped them increase traffic. Studies have also shown that 71% of people prefer to watch a video to learn about a product or service.
Video marketing offers an enormous opportunity for manufacturers to engage their target audience. Video marketing is ideal for improving brand awareness, lead generation, and customer retention. Videos are great for showcasing the production of your products.
Humanize your brand by giving your brand a face with video content focused on the people behind its success – your leadership team and employees. Also, feature videos of satisfied client testimonials. Leverage video for facility tours, brand back-storytelling, and trade show videos. Publish your videos on all your social media channels with links leading to your website to improve traffic.
In marketing for manufacturing, your top goals are likely to improve client loyalty, increase website traffic, lead generation, and boost brand awareness. You can achieve all these by leveraging content marketing, particularly video which has proven to be the most effective content type. Optimize your website to receive mobile guests and keep them there by having a site that offers them an enhanced experience that ultimately increases dwell time.