Estimated reading time: 5 minutes

Marketing for manufacturers can seem like a daunting task, but with the right strategies and tools, it can be a breeze. In a study done by the National Association of Manufacturers, 94% of manufacturers agree that marketing is necessary and critical for their business. Doing so successfully can help you expand your customer base, increase revenue and establish yourself as an industry leader.

The Argument for Manufacturing and Distribution B2B Marketing

According to a survey by ThomasNet, 73% of buyers use search engines to find new suppliers, and 90% of B2B buyers research products online before making a purchase.

This means that if you’re not investing in digital marketing, you’re missing out on a huge pool of potential customers.

In fact, a study by Salesforce found that companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.

By using digital marketing tactics like search engine optimization (SEO), pay-per-click (PPC) advertising, and email marketing, manufacturers can increase their visibility and attract more leads.

The Struggle Between Sales and Marketing in Manufacturing: Solutions for Long-Term Success

Challenges Faced by Sales and Marketing Departments

Sales and marketing departments in manufacturing companies often have conflicting goals, which can lead to a lack of coordination and decreased effectiveness. According to a recent study by The Workforce Institute at UKG, 87% of manufacturing companies struggle to fill critical labor gaps, making it difficult for sales teams to meet quotas and revenue targets. Additionally, unpredictable supplies and ongoing labor shortages have led to a decline in profitability for many companies.

Actionable Steps Towards Success

Manufacturers can take actionable steps to overcome these challenges and drive long-term success. First, they need to improve communication and collaboration between sales and marketing teams to ensure that they are aligned with each other’s goals. This can increase the effectiveness of lead generation and improve customer satisfaction.

Second, manufacturers need to invest in technology solutions that can streamline inventory management and production processes. This can help them optimize the supply chain, reduce waste and improve operational efficiency, resulting in higher profitability.

Finally, manufacturers should consider engaging in upskilling programs to train employees and close the skills gap. By creating a culture of continuous learning and professional development, companies can improve employee retention and productivity while addressing the labor shortage.

Prioritizing Collaboration, Technology, and Employee Development

Despite the challenges, it’s important for manufacturers to prioritize collaboration between sales and marketing as well as investing in technology and employee development. According to Deloitte and The Manufacturing Institute, companies that prioritize employee development have 2.5 times the revenue growth and are 2.1 times more likely to have lower employee turnover. By doing so, manufacturers can overcome the obstacles faced by the industry and achieve long-term success.

So, where does one begin? NATCON, an industry leader in adhesive manufacturing and distribution began marketing and saw an incredible 65,000% increase in ROI. That 65,000% increase is a real number. That actually happened.

The Power of Content Marketing for Manufacturing and Distribution Companies

Content marketing is by far one of the best ways for manufacturers to showcase their expertise and build trust with potential customers. According to the Content Marketing Institute, 91% of B2B marketers use content marketing to reach customers, and 63% of manufacturers plan to increase their content marketing budget in the next year.

By creating valuable content like blog posts, whitepapers, and videos, manufacturers can establish themselves as thought leaders in their industry and attract more leads. In fact, a study by Aberdeen Group found that companies with strong content marketing strategies experience 7.8 times more website traffic than those without.

Additionally, creating educational and informative content that answers your customers’ questions and solves their pain points, you can build a loyal following and increase your chances of making a sale.

Related: Top 6 Types of Content marketing and Why Your Business Needs Them

The Benefits of Video Marketing for Manufacturing and Distribution Companies

Video marketing is becoming increasingly popular among manufacturers, with 76% of manufacturers using video as a marketing tool.

Video is a great way to showcase products and demonstrate their features, as well as to give customers a behind-the-scenes look at the manufacturing process. According to HubSpot, 72% of customers would rather learn about a product or service through video than through text.

By creating engaging and informative videos that showcase your products and expertise, you can build trust with potential customers and increase your chances of making a sale.

In fact, a study by Wyzowl found that 84% of customers say that they’ve been convinced to buy a product or service by watching a brand’s video.

The Role of Social Media for Manufacturing and Distribution Companies

It’s usually the last marketing avenue for most manufacturing companies, but social media can be a powerful tool for manufacturers to connect with customers and promote their brand.

According to a survey by ThomasNet, 62% of B2B buyers use social media to research new suppliers, and 68% of manufacturers use social media to build brand awareness.

By creating engaging social media content and interacting with customers on platforms like LinkedIn, Twitter, and Instagram, manufacturers can increase their visibility and attract more leads. In fact, a study by Sprout Social found that 71% of customers who have a positive experience with a brand on social media are likely to recommend that brand to others.

By building a strong social media presence and engaging with your customers, you can build a loyal following and increase your chances of making a sale.

A word leader in friction stir welding, Bond Technologies saw major leaps in their global presence with marketing tailored specifically for manufacturing and B2B sales.

Conclusion

By investing in marketing with an experienced manufacturing and B2B digital marketing agency, manufacturers can establish themselves as thought leaders in their industry and attract more leads and customers. Bottom line? Having a strong online presence is crucial for manufacturers in today’s digital age.

Sources:

• https://www.thomasnet.com/insights/b2b-buyers-survey/
• https://www.salesforce.com/blog/2013/04/lead-nurturing-infographic.html
• https://contentmarketinginstitute.com/wp-content/uploads/2019/05/2019-Manufacturing-Content-Marketing-Research_FINAL.pdf
• https://www.aberdeen.com/research/16709/ra-content-marketing-lead-generation/content/
• https://www.thomasnet.com/insights/why-manufacturers-are-turning-to-video-marketing/
• https://blog.hubspot.com/marketing/video-marketing-statistics
• https://www.wyzowl.com/video-marketing-statistics-2021/
• https://www.thomasnet.com/insights/b2b-buyers-survey/
• https://sproutsocial.com/insights/data/q2-2016/
• https://www.ukg.com/resource-center/resources/infographic-manufacturings-labor-crisis)
• https://www.predictiveindex.com/workforce-management/manufacturing-industry-2021/
• https://www2.deloitte.com/content/dam/Deloitte/us/Documents/manufacturing/us-2021-skills-study.pdf
• https://www.benjaminwann.com/blog/