The Australian manufacturing industry is a significant contributor to the country’s economy, with over 850,000 employees and an annual contribution of $100 billion. In today’s competitive market, manufacturers must have a robust marketing strategy to attract and retain customers.
Traditionally, sales have been the primary revenue driver for manufacturers. However, due to increasing competition and evolving customer demands, effective marketing has become a necessity to support sales departments. The initial step to assist manufacturers in connecting with their customers, creating brand awareness, and standing out from their competitors is by developing a comprehensive marketing strategy.
In a survey conducted by Deloitte, 42% of Australian manufacturers listed marketing as their top business challenge.
(SOURCE: DELOITTE, 2018)
A well-crafted marketing plan is crucial for manufacturers to achieve their sales goals, such as lead generation, customer retention, and increased brand awareness. It also ensures that their marketing efforts align with their sales objectives, serves as a roadmap for measuring marketing success, and allows for adjustments as needed.
To help you succeed in your marketing efforts, Viabrand® has identified ten effective strategies and tips.
In this article, we’ll dive into these manufacturing marketing strategies and explore how they can be utilised to enhance your brand.
1. Know Your Target Market
Understanding your target market is critical to successful marketing. This includes not only identifying the specific industries and companies you want to target but also understanding the decision-makers within those organisations. Conduct market research to learn about their pain points, buying habits, and preferences. This will help you tailor your messaging and content to meet their specific needs and interests.
2. Focus on Your Unique Value Proposition
What sets your manufacturing business apart from the competition? Your unique value proposition (UVP) should be the cornerstone of your marketing strategy. Identify the specific benefits and features that make your products or services stand out and communicate them clearly in your messaging and content.
3. Leverage Digital Marketing
In today’s digital age, having a strong online presence is critical for manufacturers. This includes having a user-friendly website, social media accounts, and a strong email marketing program. Leverage these channels to reach new customers, build your brand, and communicate with your existing customer base.
According to a study by the Commonwealth Bank, over half of Australian manufacturers (57%) have invested in digital marketing to promote their business.
(SOURCE: COMMONWEALTH BANK, 2021)
4. Optimise Your Website for SEO
Search engine optimisation (SEO) is the process of optimising your website to rank higher in search engine results pages (SERPs). This is essential for driving engaged traffic to your website and generating leads for your manufacturing business. Conduct keyword research and optimise your website’s content, meta descriptions, and URLs to improve your search engine rankings.
5. Create Engaging Content
Content marketing is a powerful tool for manufacturers. Create engaging, informative content that provides value to your target audience could include blog posts, white papers, case studies, videos, and infographics. Use your content to educate your audience about your products and services and position your brand as an industry thought leader.
6. Develop a Strong Brand Identity
Presenting yourself to the world is your brand identity. It encompasses your logo, website design, messaging, and other visual and verbal elements. A robust brand identity helps distinguish you from competitors and fosters trust with your target audience. It is vital to maintain a professional, consistent, and relevant brand experience for your audience.
7. Attend Trade Shows and Events
Participating in trade shows and events presents manufacturers with a prime chance to display their products and services to an engaged audience. Attend relevant events to establish connections with potential customers, foster relationships, and generate leads. It’s essential to have a clear objective and a straightforward mechanism in place for collecting lead information, along with a sales follow-up workflow.
8. Build Relationships with Distributors
Distributors can be a valuable channel for manufacturers to reach new customers. Build relationships with distributors in your industry and provide them with the tools and resources they need to sell your products effectively.
9. Use Customer Testimonials and Reviews
Using customer testimonials and reviews is a potent way to establish trust and credibility with potential customers. To showcase this feedback, collect and display it on your website, social media accounts, and other marketing channels. Establish a process for gathering testimonials and reviews from successful client engagements.
10. Leverage Advertising
Paid search advertising enables manufacturers to target specific keywords related to their products or services and show ads to users actively searching for those keywords. This strategy increases visibility and drives targeted traffic to their website, resulting in increased sales and revenue. Creating a collection of clever campaigns with different ads to A/B test their effectiveness can help improve performance insights. Continuously improving campaigns based on the insights gained will maximise the success rate.
11. Measure Your Results
Finally, it’s essential to measure the results of your marketing efforts. Use analytics tools to track conversions, website traffic, email open and click-through rates, social media engagement, and other key performance indicators. Use this data to refine your marketing strategy and improve your results over time.
87% of Australian manufacturers believe that their marketing and brand image are important factors in achieving business success.
(SOURCE: ADVANCED MANUFACTURING GROWTH CENTRE, 2019)
Marketing for manufacturing businesses requires a strategic approach that considers the unique needs of your target market. By understanding your audience, leveraging digital marketing, creating engaging content, and building strong relationships with distributors, you can drive sales and grow your business.
Use these 11 tips and strategies to develop a comprehensive marketing plan that positions your manufacturing business for success.
If you are looking for guidance in brand marketing for your business, Viabrand® is here to help. We offer bespoke solutions to support your marketing strategy and achieve your business goals. Schedule a free, no-obligation 30-minute call with us to learn more about our services and how we can help.