The global manufacturing industry is continuously expanding in many different sectors, especially in thriving economies but also in developing markets. With all the opportunities modern manufacturers have to access global markets and grow their ventures internationally, it’s important to note that this thriving industry is filled with competitors. To stay ahead of the competition and get more clients in 2021 and beyond, you as a manufacturer need to start focusing on branding and marketing.
Why? Because your superior products are not enough to set you apart in your competitive niche, and you need to complement what you’re selling with powerful branding, messaging, and marketing campaigns. You also need to allocate enough financial resources for your marketing and branding efforts without jeopardizing other areas of your operation.
Let’s put all of this into perspective and talk about the most successful branding and marketing tips all manufacturers should know.
Build a better brand identity
First and foremost, let’s talk about the importance of branding in the manufacturing business. Small manufacturers may not be able to contend with the big names in the industry when it comes to financial resources or turnover times, but they can definitely carve out their competitive edge with a powerful brand identity. Your brand is your most valuable asset in the competitive market, and it consists of your visual identity, the brand’s personality, your values, and your tone of voice.
Your goal should be to optimize each aspect of your brand to resonate with the hearts and minds of your target demographic, which you can portray in your marketing efforts. It’s also important to weave your values, visuals, and narratives into your website in order to humanize your digital presence and establish a more meaningful relationship with your online audience.
The key here is to start optimizing these brand elements according to the needs of your audience. Many manufacturers will make the mistake of talking too much about themselves or the industry as a whole, when in fact you want to gear your brand towards your target demographic and how you can help them achieve their goals.
Become a thought leader in the industry
If you are to stand out in the manufacturing industry, you need to become an authority figure. Your brand should be the authority that everyone else turns to when they have a question they need answering, a problem they need solving, or a goal they want to achieve. People know and trust the popular brands in many industries and they, without thinking, instinctively turn to those brands for guidance and support – such is the power of good branding.
This is your opportunity to drive lead generation and conversion forward solely by providing quality information to your audience and by communicating with the online world. In other words, you need to make an effort to become a thought leader in your sector by building a community around your brand, joining online conversations, posting content on authority websites, posting regularly on social media, and publishing highly informative content on your website.
Manage your marketing dollars
Financial management is the foundation of success in this costly industry, and it’s imperative that you manage your marketing dollars meticulously and with a clear goal in mind. Otherwise, you will end up wasting money on tactics that just don’t work for your brand. It’s also important not to take money from your other departments and processes to finance your marketing efforts.
Make sure to settle on a marketing budget and stick to it. If you need to delay payment to your suppliers, you can always consider supply chain finance as a good way to settle your outstanding payments to suppliers without taking money out of your marketing budget. As a small manufacturing business, you should direct your marketing budget towards content marketing, SEO, and social media management before you start investing in paid advertising, as these methods will drive your lead generation forward in a cost-effective way.
Market your products with video and virtual tours
Video marketing is another powerful way you can make an impact in your market and engage your online audiences. It’s important to invest in native video marketing and publish high-quality videos on social media, your website, and other popular platforms across the web to maximize your brand’s reach.
The best part is that there are many video formats for you to choose from, all of which can make a lasting impression on your audience. Some of the most popular formats include product and company tours, interviews and podcasts, short and informative videos, animations and explainer videos, and the like.
Create SEO-driven content
Lastly, don’t forget that search engine optimization is the single best way to boost your brand awareness and rank your manufacturing business high in the search results. Instead of spending money on paid ads that may or may not generate a lead every time someone clicks on the link, you should focus on publishing SEO-driven content on your website and optimizing your online presence with technical SEO that will do this organically.
This will ensure people find you while searching for the products and services they’re truly interested in, and that they become qualified leads once they land on your blog page or any of your website’s landing pages.
Over to you
The manufacturing industry is becoming more competitive by the day, and now is the time for business leaders to invest in proper branding and marketing. With these tips in mind, go ahead and build a better marketing strategy for 2022 to capitalize on the opportunities in the online world.
by Mike Johnston