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Content marketing is a powerful, long-term strategy for business growth in the manufacturing industry. Compared to other marketing tactics, it's one of the best ways to gain visibility from your target market. It enables you to drive more traffic to your website and solve those burning questions your potential customers have. However, content marketing for manufacturers is complex. It requires extensive research, planning, and development, making its cost vary widely depending on the scope of work.

In March of 2015, WebStrategies began a partnership with Scaffolding Solutions, a premier provider of system scaffolding, suspended scaffolding, mast climber platforms and decks, and other services to the construction and industrial manufacturing industries up-and-down the east coast. Beginning initially as a project to overhaul and modernize their website, this partnership has since developed into full, robust digital marketing and advertising strategy that has transformed Scaffolding Solutions’ online presence.

Pressured to show immediate success, or lacking deeper insight into marketing performance, it’s easy for credit union marketers to rely on vanity metrics to guide their decision-making process. However, these metrics only support non-transactional marketing goals and don’t provide you with the entire picture of how your campaigns are performing. Your decisions should be backed by more sophisticated metrics like cost per application and funded loans to get the best results from your credit union marketing strategy. These metrics show the real impact that your efforts are having on your credit union, and allow you to make adjustments to where you focus your time and marketing budget.

In many cases, manufacturing companies will not have complex eCommerce platforms that allow their customers to purchase products directly from their website. However, that doesn't mean you shouldn't list your products or services on your website at all. After all, the number one reason for having a website for your business is to attract new customers. If those potential new leads that come to your site aren’t able to immediately find what they’re looking for, the chances of them disappearing and never contacting you are much higher.

As one of the most effective tactics to build brand awareness and drive new memberships and loan applications, advertising commonly consumes a large portion of a credit union marketing budget. The advertising landscape has changed drastically over the last several years. There are now numerous options across both the traditional and digital advertising world, and credit unions must be strategic in how they distribute their advertising budget.

Whether you have ambitious growth goals, or business has slowed in a particular location or industry, or you have just identified intriguing opportunities, there are a variety of reasons manufacturers may consider expanding into a new vertical or territory. Building brand awareness in uncharted territories is no small feat, especially for those marketing for the manufacturing industry. Fortunately, today's digital marketing landscape makes breaking into new regions and verticals easier than ever before.

WebStrategies partnered with a credit union that had the goal of creating a unified digital marketing strategy that fuels new account openings and loan applications. With little prior digital marketing experience outside of mostly disappointing digital advertisements, this credit union was in search of expert digital advertising guidance and a strategy to diversify the sources of traffic visiting their website.

Manufacturers continue to be impacted by the restrictions imposed due to the COVID-19 pandemic. With travel remaining limited and trade shows on pause, the manufacturing industry is quickly adapting to a world where most closed deals happen without ever having a face-to-face meeting.

It’s no secret that advertising is a great way to grow a business. Since the 16th century, people have utilized newspapers, print magazines, and other channels to capture attention and raise awareness about their products or services.

2020 has thrown a wrench into the marketing plans for manufacturers around the country. An industry that heavily relies on trade shows and trade associations to network with other businesses and market their products has been disrupted due to limitations on travel and in-person events. Although there is still uncertainty surrounding trade shows for this fall, we expect them to return in some capacity in the future. And there are several ways that you can use digital marketing tactics to make those long-anticipated visits even more fruitful.