Digital Marketing Strategies

Ultimate Digital Marketing Strategies for Manufacturing Company

A digital marketing strategy for a manufacturing company is important to stay ahead of your competition. A good strategy can bring you new leads and sales.

But if you ignore online marketing, you risk being left behind by the competition. Thus, spending time to build your digital marketing strategy is worth it.

Understand your buyers

First, you need to understand who your buyers are. For industrial buyers, there can be many people from different departments.

Usually, these include:

  • Design engineers
  • Procurement managers
  • Maintenance, repair and operations (MRO) managers
  • Research & Development (R&D) teams
  • Business owners, Presidents or CEOs
  • The distributor company owner or sales manager

Even though your buyers are doing research and communicating online, the overall buying process is largely unchanged.

Here’s the high-level overview of the industrial procurement process:

  1. The buyer has a need for a product or service.
  2. Buyers research possible solutions and collect the necessary information.
    If the Buyer is creating a new design, he will ask for product data.
  3. The buyer asks for estimates and evaluates the suppliers.

Digital Marketing Strategy for a Manufacturing Company

Forming Your Digital Marketing Strategy for a Manufacturing Company

Before it comes to strategy, it’s important to know how your customers do their research to find and evaluate suppliers.

The main factors are:

  • Website
  • Market presence
  • Brand reputation
  • Case Studies
  • Social Media

There are countless digital marketing tactics available. For it to be effective, your strategy has to involve all 5 factors above.

With that in mind, these are the strategies that will have a significant impact on your marketing campaign.

Build a User-centric Website

Many manufacturing companies’ websites make the mistake of focusing on themselves. They only talk about how good they are.

But what customers really want to see is what you can do for them. What you should do instead is to take a user-centric approach. Put the focus on your customers and how you can solve their needs.

Nowadays, many people browse websites on their phones. So a mobile responsive website is a must. This gives users a good user experience. It’s easy for them to navigate and find the information they’re looking for.

And lastly, your website needs to be up-to-date. Inaccurate information will hurt your reputation. If you haven’t updated your site in the last 2 years, chances are the content needs to be refreshed.

Use Content Marketing to Build Trust and Establish Authority

A content marketing plan can consist of blog posts, video demonstrations, case studies, white papers and many more. The key is to provide helpful tips and resources to your audience. This gives them a reason to come back to your site again and again. Over time, this builds trust and establishes your authority.

A consistent content marketing strategy also has the added benefit of getting ranked on Google. When your content is ranked high on search engines, it can bring you more traffic and potentially more leads without paying a single cent.

Attract Target Audience with PPC Advertising

Content marketing can take time to get ranked on search engines. But with PPC advertising, you can bypass the waiting time.

Paid advertising is the fastest way to get your website ranking on the first page of Google. You can show your ads for specific search terms. This ensures you are attracting your most ideal buyers with your advertising budget.

Increase Online Presence and Connect through Social Media Marketing

Social media is an excellent place to build your presence and connect with prospective buyers. Share the articles and videos you’ve created from your content marketing on social media platforms. This keeps you top of mind and generates some traffic to your website as well.

Maintain Existing Relationships with Email Marketing

Email is the backbone of any digital marketing strategy because it’s the preferred way for B2B communication. Keep in touch with your existing clients by sending regular newsletters. You can introduce new products, upgrades, or anything new in the industry. This will foster the relationship, so they keep buying from you.

Email is also a good way to nurture prospects. You can continuously provide valuable resources to gain their trust. By following up with them, you have a higher chance of closing the deal when they’re ready.

Analytics & Conversion Rate Optimization for Tracking and Improving Performance

Your digital marketing strategy isn’t complete without analytics. It’s the only way to know if your campaign is working.

There are tools like Google Analytics that make tracking easy. You will know which part of your digital marketing strategy is converting and which ones need to be improved.


In truth, there are many more digital marketing strategies. The ones covered in this article are the 20% that produces 80% of the result. They give you a solid foundation to market your manufacturing company and stay competitive.

It can be hard to keep up with the changes in digital marketing. A Canadian professional Digital Marketing agency can help execute a digital marketing strategy that produces results. To learn more, book a free consultation with us.