In today’s world, it is crucial for a company to have a digital marketing strategy that helps to improve their online presence to attract more qualified leads and increase their conversion rates. According to a research, 94% of business buyers now do some form of online research before choosing a supplier / vendor or placing an order.
While most of the companies are focusing on the digital marketing strategies to improve their online presence, manufacturing companies are still following the traditional way of marketing to reach the audience. If your manufacturing company is considering upgrading to inbound marketing, then here are our top 5 reasons why manufacturers need a digital marketing strategy.
1. Digital is the way forward:
Digital has become the most innovative concept of the 21st century. It is helping to create a foundation for small & medium sized enterprises to compete with the established businesses. Social media, SEO, and content marketing have entered the marketing line-up and have replaced many traditional practices.
A digital marketing strategy not only help businesses get good rankings in Google, but also helps to convert visitors into clients at higher rates compared to the traditional marketing efforts. If you want your manufacturing business to get noticed online, then your business should have the following basic hygiene setup done to start with:
- Responsive website design– that shall have good visible feel in any browser and on any device.
- Blog – that speaks about your solution offerings and also speaks about the latest industry trends (thought leadership).
- Call To Action on a page – that enables a user on your websites and digital assets to take actions (improving your lead generation chances)
- Social Media presence – that speaks to your target audience (who are generally available across various platforms most of the time)
Potential clients view all these channels to research about the businesses that they want to work with or avail services from either during the evaluation phase or during the course of their buyer journey.
2. Most of the target audience are on the internet:
Most of the consumers use search engines to research, understand the products / solutions available in the market, and to find out how other businesses / industries solve similar problems that they face before taking any purchase decisions.
Knowing your target audience and producing and sharing relevant content to them will significantly boost customer engagement, generate higher quality sales leads and increase conversion as well as conversion ratio.
3. Helps showcase the capabilities and also the features of the products manufactured:
As it is said, the biggest challenge is not to innovate but to sell the innovation. Most of the organizations underestimate the efforts that must be put into market their products. This is one of the main reasons, small to mid-level companies lack the market visibility and also cannot showcase themselves and their innovations to the world in a more presentable and appealing manner. Only because of the lack of presentation, they lose the race with bigger players who showcase their brand recall and thought leadership much more efficiently.
For any B2B Business Model, content is the heart of all the marketing efforts. Digital helps you improve your marketing efforts and promotes the products through innovative and user centric content like blog posts or through a detailed technical whitepaper where you explore the in’s and out’s of a topic that your customer base cares about.
You can also email product updates, helpful news, industry trends, interesting data, and resources to your existing pool of customers every week or month.
4. Cost-effective and better visibility:
Very few companies can afford traditional marketing, while digital marketing is open for all. Whether you are a small size or a medium sized enterprise, digital marketing helps you reach wider audience with minimal budgets. The key here is that the results are sustainable.
Your entire Digital efforts would generally cost about 1/4th the cost of a hoarding or electronic media (Television or Radio) advertisement but has much higher impact and visibility with your target audience. The beauty of digital is that every activity in it is trackable and accountable.
For example, if a brand puts up a hoarding in a particular location there is no visibility on how many people saw the advertisement. Whereas, if you put up a digital display advertisement on the internet (which is where most of your target audience are) you can track the minutest details like reach, engagement and clicks on the same. All this can be done without even going out of your office (unlike your outdoor hoarding management efforts).
You can track the return on each dollar spent and then change or alter campaigns based on your learning. You can also increase or decrease the campaign reach and size as per the requirement and have complete control over whether you want to market to global audience, a city, or a region.
As digital marketing offers direct interaction with customers, it can help manufacturers to get referrals, sales leads, and product feedback through social media monitoring.
5. Customized targeting to reach the right audience with the most accurate marketing message:
Your typical target audiences generally fall into one or the other stage in your buyer cycle. Generally any buyer cycle is classified into Consideration, Engagement and Intent phases.
It is essential to identify which channel is used by your buyers at which stage and ensure your presence (with the most relevant content pertaining to the buyer cycle) is felt by performing organic activities like Search Engine Optimization, Social Media posts and Content Generation and also paid marketing activities like Search Engine Marketing (Google AdWords), Facebook and LinkedIn Ads, Retargeting Ads etc., to gain their attention. The more targeted your marketing activities are, more are your chances of converting your prospects to leads and then to sales. This activity is much simplified on Digital platforms compared to the Traditional Marketing approach.
To conclude, I’d like to summarize this entire article into one single statement as “By mapping your target audience along with the buyer cycle to the channels they use, you can do much more efficient and targeted marketing with the most relevant content to drive more qualified leads and also increase the sales conversion ratio.”