If a manufacturer is not doing digital marketing, they will be at a disadvantage and will fall behind their competitors. However, to launch into digital marketing without a plan can be as damaging as not doing it at all. There are also quite a few manufacturing brands that commit wrongdoings that don’t get noticed and eat into budgets. Once you have the list of these things, you are on your way to developing a marketing plan that will work and help you stand out in a saturated market.
Neglecting a Proper Website Foundation
A slow, out of date and difficult to navigate site drives out potential customers who have not yet read your product information. Most manufacturers use their websites like a digital brochure and not as a real sales tool. The site should display your products and services and easily convey your credibility to the buyer, load rapidly and be mobile friendly. Without a solid website, all other marketing investments are jeopardized.
Skipping Search Engine Optimisation Entirely
If your company doesn’t have SEO, then your company is invisible on the web. Many manufacturers ignore it, or think of it as a single shot, as opposed to something which should be performed on a regular basis. In order to rank with search engines, one must always pay attention to content, keywords and technical health of the website. When buyers and procurement managers don’t find you with a simple search, your competitors who invest in SEO will reap the benefits of that demand.
Targeting the Wrong Audience Online
It is a waste of time and money to broadcast your message to an undefined and broad audience. It’s important for manufacturers to determine who makes purchasing decisions and tailor their content accordingly. There are a variety of concerns for engineers, procurement heads and supply chain managers. Clear audience targeting means that your content will be consumed by the right people, and not just a bunch of traffic for the sake of traffic that doesn’t lead to any actual business goals.
Ignoring Content That Educates Buyers
Manufacturing buyers conduct extensive research before they make a choice. When your brand doesn’t provide any helpful information like product guides, technical comparisons, or application-oriented articles, buyers will seek help somewhere else. Educational content creates a trust factor, and your brand remains omnipresent throughout the buyer journey. It can also help search engines with their search goals as it provides new, relevant material to them. Many manufacturers make the mistake of not creating content, and it is an expensive mistake.
Overlooking LinkedIn and B2B Social Channels
Either many manufacturers don’t use social media at all or they use a platform that’s more effective for consumer brands. Social platforms like LinkedIn tie directly into the minds of procurement professionals, business decision makers, and business owners. When you share thought leadership articles, product information, and industry knowledge on the appropriate platform, you are able to foster trust and awareness over time. The inability to engage with these channels will result in lost opportunities with buyers seeking trustworthy manufacturing partners.
Not Tracking or Measuring Results
One of the most prevalent and costly errors is when digital marketing campaigns are run with no accompanying measurement. If a manufacturer’s not measuring web traffic, where leads are coming from or conversion rates, he or she can’t determine what’s working and what isn’t. Each and every marketing decision needs to be data-driven. If results are monitored on a regular basis, the budget can be used wisely and campaigns can be optimized to achieve better results over time.
In digital marketing, the manufacturer shouldn’t try to do it all at once. It’s about making sure you’re continually doing the right things and making adjustments when you see actual outcomes. Digitofy can help manufacturing brands develop effective strategies without the pitfalls and set up for measurable online growth.
