The internet has the farthest reach of any advertising medium so if you want to get to the farthest corners of your market, generate good content about your products so those potential buyers can find you. We often hear that a manufacturers’ products are so niched that the best way to reach a target market is through networking and at tradeshows. Networking with current and prospective customers in-person will never be wrong, but remember that your prospects and customers ARE on the internet, searching for solutions to their daily manufacturing problems. Nearly 70% of engineers say they use supplier websites to research products and services (Trew Marketing & Global Spec 2022 Survey). Just like you, they read emails and social posts from leaders in their industry to learn about the latest innovations and market trends. They are searching for ways to improve production, reduce costs and impress their boss with the newest industry information. In addition to your networking efforts, your website is a 24/7 research tool; that if set up well, with robust content, will provide answers that put you in the spotlight as the subject matter expert. However, if your site does not answer product questions, or worse, is not ranked for the key search words and phrases, then your competition could snag your leads. In our 2021 survey of equipment manufacturers, content marketing ranked by far the digital marketing tactic that they were having the most success with.
