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Why Manufacturers Need to Know Marketing

Marketing is something manufacturers may be tempted to overlook. A few ads here, a quick appearance at a trade show there, and it’s all done. After all, your products practically sell themselves, right?

 

Wrong.

 

Manufacturing marketing is a very specific segment of the industry. Or rather, of both industries.

 

When people think of marketing, they usually envision shiny ads targeting consumers to buy things. And while business-to-consumer marketing is definitely the most visible part of the industry, business-to-business marketing is just as important. If not more so. Why?

 

Usually, a product has a long way to go before reaching its end-user. There’s a long and winding road from raw materials through manufacturing, wholesale, distribution and retail, to the end-users’ doorstep.

 

Marketing creates connections between manufacturers, wholesalers, distributors, and so on, guiding the product all the way to the end-user.

 

But how does the product know which way to go?

 

Imagine marketing as a city map. If you need to get from A to B, you look at the map and plan your route. You can take different roads, but they all lead you to your desired destination.

 

Marketing creates connections between manufacturers, wholesalers, distributors, and so on, guiding the product all the way to the end-user.

 

But marketing for manufacturing companies is very different from other types of marketing.

 
 

Marketing for the Manufacturing Industry

 

The main aim of manufacturing marketing is to get the attention of wholesalers, distributors, and/or retailers. In other words, marketing for manufacturing companies is almost always business-to-business marketing.

 

If you want to grab the attention of distributors or wholesalers, you have to understand what your customers need. That’s easy: they need products that sell fast and well. But how can you determine what sells fast and well to end-users?

 

This is the tricky part: manufacturers have to understand what their customers’ customers, the end-users, need.

 

Compact packaging, efficient logistics, attractive bulk price, easy payment options, and above everything else, a quick selling, high quality product.

 

For example, if your business manufactures ergonomic office furniture, you have to anticipate what your customer, the distributor, wants. Compact packaging, efficient logistics, attractive bulk price, easy payment options, and above everything else, a quick selling, high quality product.

 

To convince your customer to take your furniture, you have to show them why their customers would buy it. And what do their customers want? Comfortable furniture that’s healthy to use for long hours spent in the office and an affordable price? Something that looks good, but doesn’t get much use?

 

In this sense, manufacturers have to do even more marketing than retailers.

 
 

Manufacturing Marketing Strategy

 

While that sounds really complicated, all you need is a thorough manufacturing marketing strategy.

 

Market research is key. Learn everything you can about your customers’ and their customers’ needs and how to address them.

 

When you know what you have to say, the next step is finding out where to say it. Reaching your target audience is a crucial element of your marketing strategy. Nowadays, most of the conversation happens online.

 
 

Digital Marketing for Manufacturing Industry

 

Successful manufacturing marketing requires a comprehensive digital marketing plan. There are several elements you need to consider.

 

User-friendly Website

The first thing many potential customers encounter about your business is your website. Make sure it’s up-to-date, with user-friendly menu options, and optimized for both desktop computers and handheld devices.

 

When your website is ready, you need to make sure your customers notice it.

 

Content Marketing

The easiest way for potential clients to run into your website is through a smart content marketing strategy. The key to that is search engine optimization (SEO).

 

Think of topics your customers are interested in, and write blog articles about them regularly. In your articles, make sure to use the keywords your clients type into their search engines when looking for information that relates to your business in any way. Using the right keywords will help direct potential customers toward the articles you’ve written.

 

If you want to sell your ergonomic office furniture to distributors, blog about topics like your manufacturers’ guarantee on office furniture, the most convenient logistics methods for transporting office furniture, or the secrets to packing ergonomic office chairs in easily manageable boxes.

 

For example, if you want to sell your ergonomic office furniture to distributors, blog about topics like your manufacturers’ guarantee on office furniture, the most convenient logistics methods for transporting office furniture, or the secrets to packing ergonomic office chairs in easily manageable boxes.

 

You can use paid ads to help your business’ website land near the top of the search page when people search for your keywords. Google Ads is one of the best examples. You give your keywords and location (if you want your ad to be displayed in a geographically limited area).

 

These campaigns are highly flexible, because you only pay when somebody clicks on your ad. You can limit your budget, which means that your ad will simply stop appearing if the number of clicks have reached your predetermined limit.

 

Data Analytics

Services like Google Analytics let you discover what works on your website and what doesn’t. This tool is free and is essential feedback for marketers to learn how effective their approach is.

 

Once you sign up, Google will start monitoring your site’s traffic. In a few hours, the service will start sending you data about your visitors, like where they come from, which pages are they lingering on, etc. Based on this valuable data, you can adjust your strategy if needed.

 

Email Marketing

When it comes to digital marketing for the manufacturing industry, email marketing is the easiest and most convenient way to reach potential customers.

 

According to a recent survey, 59% of business-to-business marketers find email campaigns the most effective and cost-efficient method to reach their target markets.

 

Send a regular email newsletter to your subscribers. Direct them to your blog, tell them about what’s happening at your company, and engage them in conversation. Don’t let them forget about your brand.

 

But, don’t send them too often. If you’ve ever received spam emails, you know how annoying they can be. Don’t let your emails land in a spam folder.

 
 

Conclusion

 

Marketing is an essential part of your manufacturing business. Regardless of the size of your company, you need to know your target audience, and you need to let them find you.

 

Marketing is the only way to accomplish both of these tasks and help your business to succeed.