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  • Writer's pictureJGM

Digital Marketing for the Manufacturing Industry

Updated: Oct 26

Successful manufacturing marketing requires a comprehensive digital marketing plan. Here are several things to consider for your manufacturing business.

Marketing for manufacturing businesses

Website - Informative and user friendly

Many times your customers learn about you via your website. Make sure it’s up-to-date and contains user-friendly menu options. It should be optimized for SEO and responsive to load properly on any device your potential customers may use to access it. Your website is a great place to house your specification sheets, instructions, demonstration videos and more!

Content Marketing

One of the most effective ways for prospects to find your website is through a smart content marketing strategy. The key to that is search engine optimization (SEO).

Think of topics that interest your customers and blog about them frequently. In your blogs, make sure to use the keywords and phrases relative to ones your clients type into their search engines when looking for information that is relevant to your product(s). Using the right keywords will help direct potential customers toward the articles you’ve written and points them to your website as a resource.

You can use PPC ad campaigns to help your business’ website appear in strategic areas of the search page when people search for your keywords. Google Ads is one of the best examples. You give your keywords and location (if you want your ad to be displayed in a geographically limited area).

These campaigns are highly flexible. You only pay when someone clicks on your ad. You can limit your budget, which means that your ad will simply stop appearing if the number of clicks have reached your predetermined limit. You can also obtain an ROI report before starting your campaign so that you know what budget you will need to get the type of results desired.

Get Social!

Use social media channels to promote your blogs linking directly to your blog posts. Offer some teasing and interesting headline and copy to encourage viewers to want to learn more.

Data Analytics

Services like Google Analytics let you discover what works on your website and what doesn’t. This tool is free and is essential feedback for marketers to learn how effective their approach is.

Once you sign up, Google will start monitoring your site’s traffic. In a few hours, the service will start sending you data about your visitors, like where they come from, which pages are they landing on, how much time they spend on your site, etc. Based on this valuable data, you can adjust your strategy if needed.

Email Marketing

When it comes to digital marketing for the manufacturing industry, email marketing is a viable and convenient way to reach potential customers.

According to a recent survey, 59% of business-to-business marketers find email campaigns the most effective and cost-efficient method to reach their target markets.

Send a regular email newsletter to your subscribers. Direct them to your blog, tell them about what’s happening in your industry and how it affects them. Work diligently to engage them in conversation. Don’t let them forget about your brand.

Adhere to email marketing best practices by not sending emails too frequently to your audience or you may experience high unsubscribe rates.


Marketing is an essential part of your manufacturing business. Regardless of the size of your company, you need to know your target audience, and you need to help them find you by applying the practices mentioned above. No, these aren’t all of the tools you may need to have a successful digital marketing campaign. But, it’s a great place to start.

For a free consultation on a customized marketing plan for your business,

contact us today.

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