The marketing landscape continues to evolve exponentially as manufacturers try to adapt to the changing buyer’s preferences. The rise of internet-based digital marketing has upended traditional models, with distinct trends emerging. Companies in the B2B industries must stay on top of current shifts in manufacturing marketing. Here are some of the most relevant trends that have grown exponentially in recent years and will continue to be effective in the manufacturing industry:
1. Content Marketing Is Crucial
Up to 86% of B2B companies are using some form of content marketing. Publishing engaging and original content establishes your firm as an authority within the industry, thus building your brand name. Well-structured content marketing will resonate well with your prospective customer base, especially those with long sales cycles. If done correctly, the content pays dividends for years to come.
2. Website Optimization with Responsive Design
The user-focused optimization of your website is a crucial element for consistent outreach for manufacturing marketers. The rapid adoption of mobile phones has led to a trend where a sizeable number of consumers rely on their smartphones for product research and purchase decisions. A responsive manufacturing website design enhances user experience with the display available across various browsers and screen sizes.
3. Email Marketing is Still Relevant
Email marketing for manufacturing has been around for decades and continues to be a reliable and affordable marketing strategy. Over 92% of manufacturing marketers still use email marketing, with some reporting an ROI of $44 for every $1 invested. It remains an effective tool for every B2B company by creating effective sale funnels.
4. The Age of Data-Driven Analytics is Here
Nothing is as frustrating as sticking to obsolete marketing strategies, especially in the manufacturing industry. 76% of manufacturing marketers have invested in tools that track key metrics and analytics. Marketing strategies such as manufacturing SEO can be monitored effectively, providing valuable insight into customer behavior and interests.
5. Marketing Automation is the Next Big Thing
With rapid advancements in AI and Augmented Reality, manufacturers are quickly catching up with the untapped potential of marketing automation. A recent survey shows that 51% of marketing teams have integrated some form of marketing automation, which streamlines their interactions with customers. Automated reports generated from the marketing metrics aide in the calculation of the ROI of your different campaigns.
6. Video Marketing is on the Rise
The adoption of videos and tutorials in manufacturing marketing strategies continues to influence customer behavior. Company-created videos are simple, memorable, and offer an emotional connection to your potential customers. The videos are invaluable in explaining in-depth topics about your products and manufacturing process. The information is packed in an engaging format, in which 95% of consumers find them memorable.
7. Influencer Marketing Remains Untapped
Manufacturing marketing teams are yet to explore the full potential of influencers in driving leads and sales for B2B companies. Professional Networks such as LinkedIn allow influencers to drive traffic to your website through meaningful engagements with the target market. A manufacturing marketing agency with extensive social media outreach can connect with your prospective customers, thus generating the much-needed quality leads.
Marketing for manufacturing in today’s digital world demands you find unique strategies to promote your business and the brand. It also means staying ahead of the curve by adapting to emerging manufacturing marketing trends.