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Producing content about your products and services is the most effective way to leverage organic search through an inbound marketing strategy (also known as content marketing). People such as engineers and plant managers searching for manufacturing equipment, typically experience a buyer’s journey that includes three phases: awareness, consideration, and decision. To leverage the power of inbound marketing for manufacturing equipment, content should be created or optimized for each of these stages in order to attract, engage and delight customers.

When B2B manufacturing marketers promote a new product, reaching the target audience takes an organized plan of attack and someone dedicated to managing the project. The frequency of product releases is different for every manufacturer so whether it is something that happens every few weeks, every few months, or every few years, keeping a documented playbook handy makes the process smoother for everyone involved. It also ensures no channel is overlooked and over time marketers hone the digital strategy that yields the best results.

If you work in B2B manufacturing marketing, you put a lot of thought into how to reach prospective customers including what marketing channels are best and the messages to resonate with your target audience. Your sales team is actively engaging customers and leads at tradeshows and through regular contacts but that only engages the leads you know about.

Social media platforms have been available for businesses for over ten years yet many manufacturers still dismiss the platforms as frivolous rather than embracing the potential to build a brand reputation through organic posting and to target specific audiences with ads. Social media is not just for B2C brands and taking a look at Industry Week’s top 10 manufacturing companies, leading B2B manufacturing marketing departments leverage the platform for branding. (Ironically, Clorox and Apple, the two manufacturers of consumer products in the top ten list, are the least active on Facebook.)

B2B companies often struggle with systems that don't 'talk' to one another. This is a waste of time and a matter of frustration for those using incompatible systems. But here's the good news: if your website is on Wordpress and you are using Salesforce as your CRM, you may be able to integrate the two.

Tracking the results of marketing spending is an area that many industrial B2B companies struggle with. Failure to do so makes it hard for you to understand what's working, whether you are investing in the right marketing channels and generating a positive ROI, and hampers your ability to attract and convert new customers.

In 2014, Mid-Atlantic Controls Corp. (MACC), partnered with WebStrategies to improve the capabilities of their existing website. As a trusted facility automation provider throughout Virginia, Maryland, Pennsylvania, Delaware, and Washington D.C., they wanted their website to accurately portray the products, services, and value that they bring to each of their clients and help them generate new opportunities.

The digital landscape is constantly evolving. To remain relevant, businesses and marketers need to constantly pay attention. What’s hot today could be gone tomorrow, and tomorrow’s big thing may not even exist yet.

The Importance of Personas in Industrial Marketing In a digital world of personalized customer experience, knowing your audience is vital to a growing, thriving industrial brand. Selling a product may be the most important part of your company’s profit margin, but understanding the individuals who investigate, research, and purchase from your company is the foundation.

Marketing in today’s digital world can be a challenge for manufacturers, many of whom rely heavily on traditional marketing such as trade shows, catalogs, printed spec sheets, and in-person sales calls. While those tools may remain an important part of your manufacturing lead generation arsenal, there is no denying more and more deals are closing thanks to digital efforts, including marketing automation.