Digital Manufacturing Marketing Plan - Five Checklists

BHAGYASHRI KAMBALE | September 22, 2021
DIGITAL MANUFACTURING MARKETING PLAN - FIVE CHECKLISTS
Marketing for manufacturing companies hasn't always been easy. Because of the rising volatility in the economy, trade shows and face-to-face sales meetings have changed their manufacturing purchasing patterns.

On the other hand, buyers are  seeking for more convincing market reasons to buy your product. This means your manufacturing marketing strategy needs to evolve to answer each of these questions from the buyer angle in order to convince them in choosing your products over other competitor products.

Manufacturers must do more than simply focus on product awareness to attract new buyers. Instead, they must concentrate on the content and intent of promotional activities that will reach target buyers through manufacturing advertising. The promotional message has always been the critical factor to be delivered at the right time and place.

To hit the rock at the right spot, you must first understand the buyer's expectations in the manufacturing industry. So, let's get started.

Buyers' Expectations from the Manufacturer

Faster production cycles, higher-quality components and products, and affordable pricing are all expectations among manufacturing buyers. Therefore, marketing professionals in the manufacturing domain must consider these factors while developing a digital marketing strategy to outwit other competitors in the industry.


What Is the Importance of Digital Marketing for Industrial Products?

Going digital is the necessity of time. For example, almost 94 percent of B2B buyers conduct online research before making a purchase. Similarly, after using the correct digital marketing techniques for their industrial products, 82 percent of manufacturing enterprises increased their yearly sales within a year.

This one-on-one discussion with one of the manufacturing industry's top leaders will give you a better understanding of manufacturing marketing's relevance.

Marketing is VERY important to any company, although I generally see it being justified by the number of web hits or ‘leads’ that come in. - John Hayes, Director of Sales at BALYO

So, small and medium-sized manufacturers (SMMs) must recognize that utilizing digital platforms is the most significant way of marketing for manufacturing companies. Effective digital marketing campaigns demand sound investment and planning.

Hence, to stand out in this digital game, SMMs must review their digital marketing strategies to improve website traffic and conviction in their product on multiple digital platforms.

To do so, look at the five checklists points at the top of the digital marketing trends for manufacturers. 


Five Priorities for Your Digital Manufacturing Marketing Plan

Leading manufacturers are all getting good ROI for their industry digital marketing strategy. Let’s check out how are they doing it?


Recognize the Buyer's Persona

In the context of the increasing instability of the industrial ecosystem, manufacturers must better understand their target groups to develop product marketing strategies tailored to their needs.

The potential buyer's digital activities also help understand the target buyer's persona through their digital activities on various digital platforms. For example, some customers prefer textual content to learn about a product, while others prefer to watch a video that explains everything in detail.

So, as per the target buyer's demand, manufacturers can modify their product marketing content. It will also help you create an effective digital marketing strategy for your manufacturing company.


Interact Effectively with Important Constituents

To be visible in the eyes of your buyer, you must communicate with them frequently and effectively. In every industry, technology has altered the meaning of buyer communication. So, here are some of the most popular ways that all industry leaders are using to exchange information with their potential buyers. This strategy will also help you establish a positive rapport with potential buyers and stay in touch with them.

Start a Newsletter: Prepare some research and conversion phase content, solution-oriented blogs, interviews, or success stories, as applicable for your company's profile. In this strategy, you must always be consistent and distinct.

Create an Email Campaign: Use emails to build a more personal connection with your potential buyers. Create a buyer persona based on the interests of your target audience and segment them properly when crafting your emails. This practice will help your recipients feel recognized and involved.

Use Social Media Networks to Your Advantage: Each of your buyer personas uses social media as a primary source of information. Use this platform to your advantage by developing specific techniques for staying top-of-mind among your target audience.


Make the Website Content Appealing to Potential Buyers

Manufacturing digital marketing content serves as a thread to draw your target buyers to your website. When the target buyer visits your website, the website content will play a critical role. As a result, every manufacturing company must have the concise, engaging, and appealing website content. Make sure that your website contains everything you require to connect with your target buyer persona.

So, how do you know if your website's content is on track? Check out the list below for some key points that should be available on your website to make visitors feel valuable about your company.
Key-informative content: This type of content should assist buyers in expanding their existing knowledge of your company, product, or services. It must include your brand’s story, services, product catalogs and brochures, FAQs, and solution-focused blogs.

Trust-building content: This type of content encourages anxious buyers to trust your product or service, which may be entirely new for them. It includes previous buyer product reviews, client references, testimonials, buyer success stories, expert opinions, and business awards if any.

User-friendly content: This is the most Crucial aspect of your website's content. As covered in the buyer persona section, buyers have diverse interests in consuming information. Some prefer to read text, some prefer to watch videos, and others prefer to consume information through CAD drawings, diagrams, or infographics. As a result, ensure that your website contains various forms of content so that each visitor is comfortable consuming what you are serving them about your product.

SEO-optimized content: Ensure that your website contains your target buyers' keywords when searching for products. Creating SEO-friendly website content allows you to rank higher in Google searches and makes it easier for readers to find you.


Use Marketing Automation Platform

Because of the growing use of marketing automation tools,  even the smallest manufacturers can now benefit from them. They're the easiest and most cost-effective way to gauge the success of your digital marketing efforts. So what benefits have you reaped from using the marketing automation software?

  • Helps you keep track of your prospects' locations
  • Assists you in obtaining the lead score, which tells you who your best leads are and where they originate
  • Keep track of the conversions throughout the buying cycle with this tool

As a result, the marketing automation technology helps you evaluate the return on your investment in numerous ways.


Do a Competitor Analysis

Analyzing your competitor's marketing strategies will help you develop sound business tactics for your next move. Competitor analysis aids you in understanding the market's demands and new prospects that you may have ignored previously. This strategic approach also aids in your understanding of where you stand in the market and what you need to come up with to stay ahead of competitors. 


Final Words

Every buyer's attention isn't only focused on making a purchase. They also want a simple and pleasing purchase experience. Providing a delightful buying experience encourages customers to return to you for future purchases of the same or different products you have introduced. As a result, each of the checklists above plays a vital role in your potential customer's buying process and contributes to organic buyer growth.


FAQs

What is digital manufacturing?

Digital manufacturing is the simultaneous creation of product and manufacturing process descriptions using an integrated computer-based system that involves simulation, 3D visualizations, analytics, and collaborative tools.


How can manufacturers market their products?

Promote your product by using various content types, including blogs, press releases, infographics, and videos. Consider event sponsorships as a way to reach a particular demographic with your brand's message. Distribute complimentary product samples to potential customers to secure bulk purchases.


What is the most effective way to market a manufacturing firm?

For your target groups, write and publish richer, solution-oriented content. To make your company more known to the general public, take virtual tours of your facility and create product videos to give people a better understanding of your product and company.

Spotlight

Dynex Semiconductor Ltd

Dynex Semiconductor Ltd designs and manufactures high power bipolar semiconductors, high power insulated gate bipolar transistor (IGBT) modules and high power electronic assemblies.

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So manufacturers must invest in the consumer experience." } },{ "@type": "Question", "name": "What is the difference between customer service and customer experience?", "acceptedAnswer": { "@type": "Answer", "text": "Customer service is one aspect of the customer journey, whereas consumer experience is the sum of all customer encounters with the brand." } },{ "@type": "Question", "name": "What does a customer experience include?", "acceptedAnswer": { "@type": "Answer", "text": "Customer experience is the overall perception of your business or brand. It is the consequence of a customer's engagement with your website, customer service, and the product they purchase. So, it is the aggregate of all elements from browsing to buying to the product experience." } }] }

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