Within the manufacturing and engineering industry, the pressure of keeping up with demand can often lead to a situation where you’re producing just enough and working just hard enough to keep going at the same rate, but not taking advantage of opportunities to grow.
Unfortunately for some firms, branding and business success has evolved significantly, becoming highly focused on digital marketing and new promotion channels like social media. The manufacturing industry has been criticised in the past for being too traditional and slow to adapt, which has cost many long-running firms dearly.
Here are four major ways you can develop your marketing strategy within your niche and make it work for you, so you can avoid falling behind.
1) Start with a plan
You need a cohesive strategy before you start trying to advertise your company and sell your products or services. Manufacturers have different aims, but generally speaking your objectives are likely to include increased leads, sales, repeat purchases and brand awareness.
Considering these goals plus any specific growth targets you have, a plan should be created that covers a specific time frame and is understood thoroughly by all relevant parties.
2) Pay attention to your website
A large proportion of manufacturers don’t consider their online presence a priority, and as a result they are left with an out-of-date website that isn’t really a part of their strategy.
Your website represents your brand when people take an interest in finding out more, so it needs to be optimised for conversions as well as for search engines (so you can be found organically in the first place). It needs to be professional, attractive, engaging and informative, plus it should be designed to work on mobile devices.
3) Support your brand with social media
This is another area of digital marketing that is generally ignored by many manufacturing firms, since it can be tricky to create content and discussions that are relevant to the average social media user.
The trick to learn is that this isn’t what you’re supposed to be doing. You should be targeting your ideal customer, just like with any traditional method. Offer value to your audience so they will start to trust you, build on the relationship and eventually you can turn relationships into leads.
4) Focus on email marketing
This method has been adopted more widely within manufacturing, but often the techniques used are still outdated. Email lists should be kept up-to-date at all times, and correspondence should be regular. The content of your emails needs to be professional and exciting for your audience, and to get the best results you should analyse every campaign after it’s finished.