Manufacturers and industrial companies lag behind other industries when it comes to adopting modern marketing techniques. Why is that?
The State of Manufacturing Marketing in 2020
According to the Content Marketing Institute's latest research, 55% of marketers surveyed say the top challenge in manufacturing is overcoming the traditional marketing-and-sales mindset.
Sixty-four percent of manufacturing marketers report they outsource at least one content marketing activity. Of those who outsource, almost nine in 10 (87%) outsource content creation, making it the top outsourced activity.
Only 40% of manufacturing marketers say their organization always/frequently develops content based on stages of the customer journey for the traditional sales funnel. The data reveals that these marketers created 50% of their content for the top of the funnel, 21% for the middle of the funnel, and 15% for the late stage. About 10% of the content developed supported loyalty and brand advocacy.
This disparity may help explain why manufacturing marketers feel challenged with the traditional marketing-and-sales mindset. Too many have focused on content to generate awareness and have ignored the latter stages, not nurturing these leads with mid-funnel content – often to the detriment of their relationship with the sales team. This result is indicative of a marketing program that focuses solely on brand awareness and not lead generation and is common in manufacturing and industrial companies.
Let’s take a closer look at six programs that use a combination of traditional marketing, public relations, and digital marketing for growth.
Account-based marketing - ABM is a strategy that directs marketing resources to engage a specific set of target accounts. Marketers work closely with sales to identify key prospects and then tailor customized programs and messages to the buying team within target accounts. ABM is perfect for working with key accounts or OEMs. It can also be helpful to re-engage with dormant channel partners or focus sales efforts.
Integrated digital, PR, and event marketing – Many manufacturers use event marketing as the primary method of lead generation. Develop an event campaign that uses a combination of a public relations campaign, thought leadership blogging, synergistic signage, show awards, email marketing, social, speaking, and new content is very powerful when used pre- and post-conference.
Employee communication – Manufacturing is facing a talent crisis. Up to 30% of the current workforce will be retiring over the next decade. Companies cannot afford to lose workers. Effective employee communication, such as town hall meetings and written communication translated into native languages, allows everyone, even factory workers, to stay informed and work toward shared organizational goals. It keeps employees engaged and eager to contribute to the company's success.
Leverage blog content for bylined articles – Re-use thought leadership blog content for bylined articles in trade publications for raising brand awareness and establishing trust.
Create a new brand story when consolidating acquisitions – Supporting multiple disparate brands is inefficient and expensive. Give your image a refresh and consolidate brands under one brand story.
Optimize inbound marketing – Inbound marketing uses all of the available digital tactics to bring prospects to you and nurture them through the funnel. Optimizing throughout the buying journey can make a big difference.
Six unique companies. Six different challenges. Six growth programs. Download the ebook below to learn how they used the above programs for growth.
