Are You Falling Behind on These Digital Marketing Trends for Industrial and Manufacturing Companies?

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In a world where many people are still working from home and industrial companies are often scrambling to make sales quotas, it’s more important than ever to ensure that there’s a steady stream of highly-qualified leads. While some manufacturing companies are still moving a bit more slowly to follow up on leads, having a digital marketing strategy in place can help dramatically boost your conversion metrics. Recent studies show that responding within 5 minutes to a new lead could improve your ability to close the sale — by a multiple of 9!

Here’s Why Manufacturers Must Change Their Marketing to Grow

Many marketing agencies focus on the B2C world — where they are targeting individual consumers with what is often a lower-priced or less complex product. Industrial marketing is radically different, requiring a marketing agency that truly understands the full scope of your products. With only 88% of B2B marketers currently using content marketing as a lead generation tactic, there are plenty of opportunities for your brand to begin providing high-quality, informative content to your core audience.

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Even with the differences in reaching your audience and defining the value proposition for your products, there are still tried-and-true methods for lead generation that should be used. With manufacturing trends in 2020 shifting to fully-connected devices and experiences, the speed of change is accelerating as never before.

Creating Content Marketing That Educates Your Audience and Generates Leads

When people do an online search, they are often looking for new information that will help them make a buying decision. If your marketing team is providing blogs, whitepapers, and videos about the value of your products that follow SEO best practices, your brand is more likely to float up to a buyer’s attention. Each piece of content can help amplify your reach and offers a long-lasting piece of brand collateral that will far outlast the value of a single advertisement.

Want Three Times More Prospects Without Breaking Your Marketing Budget?

With an integrated marketing strategy in place, each piece of content will help lead prospects through a well-defined customer journey — one that ends with a delighted new customer for your brand! Content marketing costs an average of 63% less than outbound marketing and generates 3x the prospects, which should make going in this direction an easy decision for industrial marketing teams.

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Identifying the Right Audience for Your Message

It’s not unusual for marketing agencies to have a tried-and-true methodology for using various social media and marketing platforms. They often have a digital marketing formula in place that includes Facebook, Instagram, and Twitter marketing, but these B2C options are unlikely to be effective for industrial or manufacturing companies. Instead, a strong focus on LinkedIn or a targeted approach to optimizing specific brand-related keywords has been shown to dominate the B2B market, delivering 80% of the social leads generated through any social media platform.

Key Takeaways

Growing your revenue and customer base starts with ensuring that you have a solid stream of leads flowing towards your business.

  • Content marketing is highly effective, providing true value in terms of marketing ROI.
  • Finding the ideal target market for manufacturers often requires care and coordination, or you risk overspending on tactics that don’t deliver.
  • You need a marketing agency that specializes in marketing for manufacturers if you want to see explosive growth in qualified leads and organic traffic.

The recent trends in industrial marketing continue to morph, which is why the experts at Ballantine are continually providing new ways to deliver exceptional business results for our manufacturing clients. Call Ballantine at 973-305-1500 or reach us via email to [email protected] to schedule your complimentary initial consultation. We can walk through your current marketing strategies and determine how our years of experience in marketing for manufacturers can be leveraged to support your brand.