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The recent government orders prohibiting events have made things more complicated in the manufacturing industry, one that is typically heavily reliant on events such as trade shows to market and sell their products.

To say that we are living through a unique time is an understatement. The ongoing COVID-19 pandemic has drastically changed how companies need to operate and has left manufacturers wondering how they should market and sell their products.

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.

Does Digital Marketing Really Work for Manufacturers? In the last few years, we have partnered with a wide variety of manufacturing companies in the USA to help them generate online leads and sales. The fact that we've been able to drive results through online channels may come as a surprise to many in the manufacturing industry. For the most part, the majority of manufacturing sales have been almost entirely relationship-driven. For that reason, there is often skepticism that a marketing agency could produce quality lead generation results using online marketing techniques. The truth is that we've been able to deliver amazing digital marketing results with a B2B manufacturing marketing strategy leading to millions of dollars worth of closed business for our clients. This article provides a little insight into how we do it.

Content marketing is a tactics that manufacturers can no longer ignore. Every manufacturer who wants to generate new leads and sales should have a content marketing strategy in place, and that strategy should be documented and considered a high priority. With 74% of B2B buyers conducting over half of their research online before making an offline purchase, manufacturers must make content available online that meets the needs of those researching. We're hosting a free webinar, Content Marketing for Manufacturers, to guide manufacturing companies in how to put an effective content strategy in place.

Online advertising for manufacturers is not necessarily a new development, although many manufacturing companies have been slow to dip their feet into the vast world that is digital marketing. With over 94% of B2B customers taking time to research before they purchase, it becomes imperative that manufacturers take advantage of the incredible increases in both sales and ROI that online search advertising can provide.

Content marketing for manufacturers is not just a fashionable trend. Creating content is a real, tangible, and absolutely necessary aspect for all modern industries if they plan to be successful and continue to grow.

We’ve worked with a lot of industries over the years, including many companies in the manufacturing space. And if there are two things we’ve learned, it’s that 1) most marketing reports sent by agencies are ignored, and 2) manufacturing companies want to know exactly what they’re getting for their marketing investment. Not in terms of clicks. Not in terms of impressions. Not in terms of traffic. But in terms of leads. Real, qualified leads.

Just a few short weeks ago, Kristin Harrison, Director of Business Development and I were excited to attend the Process Expo, held by the FPSA (Food Process Suppliers Association) in Chicago from October 8-11, 2019. We anxiously prepared for our attendance at this manufacturing tradeshow to engage with 500 exhibitors and thousands of attendees and were not disappointed!

Manufacturers, and many B2B companies in general, have traditionally relied heavily on word of mouth and sales people to maintain a steady flow of revenue. However, the landscape has changed and potential customers, B2B customers included, are doing most of their research online before making a purchase. Our client, an established manufacturing company that provides equipment to international businesses in a variety of industries recognized that their overall marketing strategy was not complete without a digital marketing plan that would generate more leads and help them to maintain a healthier sales pipeline.