Marketing Strategy for Manufacturers: How to Find Customers Online

Every manufacturer has its own unique set of goals and challenges. The common ground industrial businesses share is the desire to attract new prospects that ultimately convert into customers. While the quality of your products and services can speak for themselves, acquiring new manufacturing clients means standing out from the competition. So how can you stand out in a way that is cost-efficient, targeted, and measurable? Enter digital marketing. 

Whether you are expanding into new markets or products, opening a new facility, or purely trying to expand your customer base, we are here to help guide you to success. These 5 tips will show you how to find customers online using your own website and other digital marketing tools.

1. Captivate New Potential Customers With a Modern Website

Does your manufacturing company provide innovative products and solutions that provide value to your customers? Your old, outdated website may not be giving that impression. A major component of a marketing strategy for manufacturers is to make a great first impression via a modern website to captivate new potential customers. After all, the B2B buying behavior has changed and the buying process now starts online. Your website should include more than just your contact information. It is necessary to provide the information potential customers are looking for in order to facilitate a purchasing decision which leads us to the next tip.

2. Provide Basic Information Buyers Are Looking For

Your website needs to provide the information buyers are looking for to make a purchasing decision. Buyers looking for a manufacturer to partner with look for information about your company to help answer these questions: 

• What markets do you serve? 
• Can your capabilities meet my requirements?
• What experience do you have?
• Is your company reliable?
• What do you offer that your competitors don’t?

The answers to these questions should be easily found on the pages within the navigation of your website to improve user experience and ultimately facilitate a purchasing decision.

3. Provide Technical Information

In addition to the basic information buyers look for, your website should also provide technical information that industrial buyers seek, including part specs, facility and equipment lists, and certifications. While these details are worthy to include, messaging catered to other people involved in the buying process should also be considered which we’ll dive into next.

4. Create Content For Every Audience

When it comes to seeking a manufacturer, there can be many people involved throughout the different buying stages. Understanding what these different audiences need can help increase your chances of being in the right place, at the right time. While the technical information mentioned above may be valued by engineers, a chief financial officer may be more focused on the expertise, quality, and efficiency your company provides. Catering messaging to different audiences involved can help potential customers convert into a lead, regardless of their job title.

5. Be Where Buyers Search

The key to finding customers online is ensuring that it is easy to find YOU! An effective Marketing strategy for manufacturers involves improving your SEO efforts to make it easy for potential customers to find your company online. One way to increase your reach is to include your contact information on other online platforms including Google My Business, Yelp, Facebook, YouTube, and online directories. Get the basics of an SEO strategy plus a roadmap for creating your own by downloading the free eBook: An Industrial Marketers Guide to Search Engine Optimization. 

Creating a marketing strategy for manufacturers is complex as each company is unique. It is good to have a partner who has experience in devising and creating online marketing strategies. Top Floor is a digital marketing company with a focus on elevating results for manufacturers just like you!  Whether you need a new website or help with creating an online marketing strategy to increase your bottom line, we can help. Start the conversation by contacting us today!