6 Effective Manufacturer Marketing Strategies in 2024

Another one of the most important marketing strategies for manufacturers comes in the form of advertising but not the kind of advertising that you might expect. Pay-per-click (PPC), is a modern advertising method that involves placing ads on search engine results pages (SERPs) and other web pages.

PPC ads are typically inexpensive and can have very high returns on investment for manufacturers or distributors. They contain just a sentence or two of copy with a link to your website, but the biggest benefit is that you only pay for them when they are clicked — not when they are viewed.

If you are not ranking very well on search engines, PPC ads can be an enormous benefit to your brand, as they allow you to control exactly how much money you spend to find exposure in search engine results. The reports are also very detailed, so you’ll know exactly how much you spent on each click, how many people clicked each ad, which ads attracted the most clicks, and how many phone calls or emails you received as a result.

One of the major benefits of PPC is that results are instantaneous. As soon as ads are clicked to go live, they can start driving qualified traffic to your website. This is especially helpful if you’re looking to quickly increase leads without exhausting your budget or employees.

Pro tip: Ensure your PPC campaign drives traffic to your website and improves product sales and business growth with PPC services from WebFX!

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A little earlier, we mentioned that online marketing allows you to experiment with different methods and gives you room to fail. This particular method, conversion rate optimization (or CRO), encourages testing and failure — and it’s all in the name of making you more money.

The premise of CRO is very simple. It allows you to test changes to your website to see which updates lead to increased conversions, such as requests for quotes or phone calls.

For example, sometimes moving a “contact us” button from the bottom of a page to the top can result in many more conversions. However, you don’t want to implement this permanently and risk losing all your leads for the month if it turns out that your hunch or gut feeling on something is wrong. CRO allows you to test these ideas safely.

With CRO, you can run A/B tests to show one group of website visitors the original or “A” version of a page, and another group a new or “B” version. Whichever version results in higher conversions can be implemented permanently.

This approach allows for safer experimentation, since a significant drop in conversions in the “B” version can result in an immediate removal of the test. However, a considerable jump can result in immediate implementation and more profit for you!

Pro tip: Need help with CRO? WebFX has a team of CRO specialists standing by ready to help your manufacturing company optimize your website for maximum conversions and product sales!

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When retailers go online to look for products to carry in their stores, they may be looking for photos, video, or in-depth information that goes beyond the basic summary they might normally get. One way that you can capitalize on this desire — and attract more potential customers to your website — is to create this engaging content and ensure that it ranks highly in searches.

Results on search engines now go far beyond links to websites. When someone searches for any given query, they can also receive videos, images, locations, and shopping results. As such, creating engaging content that is likely to rank can draw visitors to your website and allow them to learn more about your products.

Here are some ideas for content marketing for manufacturers:

1. Would one or more of your products benefit from a video showing it in action? Create a video, write a keyword-rich title and description, and host it on YouTube (with a link to your website in the description).
2. Ensure product photos on your website have relevant keywords in their filenames, and also have their alt text assigned saying what is in the image. This can allow them to show up in a Google Image search for those keywords, which can then lead viewers to your site.
3. Write content, like blog posts and articles, that answer questions your customers may have had in the past. If these are popular questions that are commonly searched, the pages are likely to rank well, and potential customers will read them, then browse your website to learn more about what you do.

Pro tip: Don’t have the in-house resources or expertise to continuously craft valuable, custom content? Content marketing services from WebFX can help you create a range of content types that drive traffic to your site, send trust signals to your audience, and paint your company as an expert in your field.

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Sometimes, B2B companies are slow to integrate social media marketing. But social media is one of the best industrial marketing solutions for manufacturing companies. Creating social media profiles will help you engage with potential clients and get your manufacturing company in front of decision-makers.

Sites like Facebook, Twitter, and LinkedIn allow manufacturers to increase brand recognition and make meaningful connections. You can also use social media to share product photos, set up competitions, and create brand ambassadors.

Additionally, YouTube is a great tool for B2B companies, and it allows them to demonstrate their products and provide educational content in video format.

Manufacturers can also use social media to gain ideas and feedback during product development. Social media listening tools allow you to capture customers’ sentiments about your company, and you can adjust your marketing strategy to meet their expectations. And you can use product forums to gain further insight into customer opinions.

Pro tip: Make expanding your online presence with social media a breeze with WebFX’s team of social media marketing specialists. Our team can help you post engaging content, engage with your audience, launch targeted advertisements that boost product sales and site traffic, and much more!

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The final strategy we recommend is making it extremely easy for potential customers to get in touch with you. This may be as simple as placing your phone number somewhere very noticeable at the top of your website, adding a dedicated contact form, or being active on social media.

This may seem like an obvious tip to you. You may be wondering how this is a marketing strategy. However, if you look closely at your website, you might be surprised by how many proverbial hoops a potential customer has to jump through to send you an email.

Can they fill out a simple form to request a quote, or do they have to fill out eight or nine fields? Or do you have a contact form at all? Can your phone number be easily found, or is it buried in your footer or on a separate page?

By giving your potential leads the path of least resistance, you can ensure that more of them pick up the phone or send you an email. You can also increase your chances of getting in touch with them by being present and active on social media, where many of them might reach out to you with questions. It is not uncommon for questions about your pricing or products to be sent to you via Facebook or Twitter, so be prepared!

P.S. If you’re looking for one of the best ways to stay in contact with your prospects to encourage them to convert, look no further than a customer relationship management (CRM) platform. A CRM for manufacturing like Nutshell helps you seamlessly track valuable data about your prospects and current customers, like their email address and job title, so you can form long-lasting relationships that turn into revenue.

Learn More About Nutshell CRM