Digital transformation initiatives are dominating the conversation in many industries and manufacturing is no different. Digital marketing for manufacturing industry companies is now a big trend, with marketers and technology leaders looking at how to boost their businesses.
For some, this can mean targeting a whole segment of customers that they wouldn’t have been able to engage in the past and switching from pure B2B to also having a B2C offering.
For manufacturers, this trend is being driven by an increasingly complex and competitive market, with globalisation and Brexit forcing businesses to rethink their strategy. 
Understanding Customer Data
One of the key benefits of digital marketing is the detailed analysis you can do on customer interactions. Analytics packages can tell you precisely how a customer arrived at your site, which pages they looked at and how long they spend on each page. This gives you incredibly valuable data that you can use to improve your marketing and sales funnel.
This information can be used in for following ways:
- Average time on page – By looking at which pages potential customers spend longest on, you can estimate which pages are the most valued and are having the most impact. For instance, poorly written content or poor-quality images may mean that customers click off immediately, whereas people spending longer on certain pages could be taken as a positive sign.
- Click through rates – You can look at click through rates to test how engaging your messages are. This applies to links and buttons on your own site, but also adverts that you place on other sites. If the click through rate on your products is too low,perhaps you need to reword the content to make it more attractive.
- Landing pages – With a website you can test different landing pages to make your product appeal to different audiences. For instance, you could have a different landing page for B2B vs. B2C customers.
- A/B testing – The practice of A/B or multivariate testing means running experiments with different versions of a similar ad, or webpage to see which one is more popular. You can use this to quickly double down on things that
Taking a data driven and insights based approach is an excellent way to gain a better understanding of your customers’ needs, which can be subsequently fed back into product development.
You can even use channels like social media to engage more directly with customers to ask specific questions of them and get feedback on your ideas before you invest too much time or money in them.
Expert Insight – Digital Marketing for Manufacturing Industry
At AsOne we have built up a vast amount of expertise from working with manufacturing companies. We are uniquely placed, bringing knowledge and experience of digital marketing, and matching it with a deep understanding of the specific challenges that the industry faces.
Many of our customers are looking for new ways to diversify their income streams, and appeal to new markets and we support them with full digital business development strategies to achieve their business goals.
If you’d like more information on how digital marketing for manufacturing industry participants can help your business grow, don’t hesitate to get in touch.
Did you enjoy this post? Why not read our previous blog posts on Finding a Manufacturing Marketing Agency and Engineering Marketing Strategy.
