The global manufacturing landscape is undergoing transformations that are fundamentally changing the way businesses operate. From the effects of COVID-19 and natural disasters to the rise of AI and shifts in trade policies, the industry has shown remarkable resilience in navigating an ever-evolving environment. In response to these challenges, manufacturers have reimagined and adapted their operations, embracing innovative ways of doing business.
Amid economic uncertainty and rapid technological advancements, it’s natural to hesitate when making investment decisions. However, now more than ever, it’s essential to prioritize marketing and advertising efforts to remain competitive and relevant.
Marketing And Advertising To Meet Consumer Behavior
Brands that cut back on marketing to save on costs experience a 39% decline in brand awareness, according to research. Sales cycles in the manufacturing industry tend to be long, and decisions made today may not yield results for many months. In fact, an economic downturn or times of uncertainty can be the perfect opportunity to ramp up marketing efforts. With competitors scaling back their marketing spend, it becomes easier to gain market share. Investing now not only positions you for potential growth in the short term but also gives you a stronger advantage when the economy improves.
So how do you capture that market share? Meet your customers where they are. Today’s customers are highly informed, and 70% of their buying process is complete before they request a quote. Harnessing the power of online marketing and advertising isn’t just a choice for manufacturers today: it’s an imperative.
Industrial buyers these days are not picking up a magazine to thumb through advertisements looking for potential suppliers. When buyers are actively searching for products and services they need, they go online. In fact, 73% of B2B buyers examine a supplier’s website when deciding to submit RFIs.
As a supplier, the No. 1 way that you can prepare is by doing a Digital Health Check with Thomas. This free, customized report will show you how to enhance your online strategy with a brand audit, search engine optimization analysis, security check, and more.
Resilient suppliers leverage their websites, product pages, and chat functions to communicate with prospects searching for goods and services. Simultaneously, they are refining their email marketing strategies, being more active on social media platforms, and promoting their content through advertising programs on Thomasnet. Within each of these platforms, there is the opportunity to leverage additional types of content, such as infographics and videos. In fact, 77% of consumers report purchasing a product or service based on a video.
Learn more about how our custom video production services help manufacturers and industrial companies connect with more customers creatively online.
Easily Reach New Markets And Geographies
Direct mail and telemarketing can be effective outbound tools, but they limit you to a list of known potential customers, making it challenging for industrial suppliers to break into new markets and geographies with these traditionally outbound methods. An online marketing strategy allows industrial buyers to reach suppliers limitlessly. Online platforms are not confined to marketing for just one location or to one market or even to just one job title — easily customizable campaigns can target as granular a niche market as manufacturers wish.
Zooby Promotional – a custom promotional business – has seen a 152% increase in companies finding them on Thomas since it invested in a Thomas program and a 171% increase in the company’s website traffic since 2020. “The amount of direct business revenue from Thomasnet, as compared to our spend, is probably five times the spend every year. And if you add the fact that I don't have to cold call, I don't have to prospect, the time savings just adds to that ROI as well,” says Zooby co-owner Brett Kershaw.
A company profile on Thomasnet.com is free and gives you visibility to more than 1.2 million B2B buyers searching for industrial products and services.
Target More Buyers When They Are Ready To Buy
As an example of timebound marketing, a tradeshow may take place long before or after a buyer is aware of a need for the products and services you offer. An online marketing strategy creates a pervasive presence — and one that’s always on — to allow buyers to find suppliers when they are ready to source products and services. Delivering tailored content and educational resources keep the brand and value proposition top of mind while meeting customers’ needs throughout their entire buying journey.
PSI Industries partnerd with Thomas Marketing Services for web hosting and SEO. Optimizing PSI’s website was the first order of business when they started working togetherS. The new site makes it simple to request a quote, and content designed with SEO in mind helps put PSI in front of prospective customers who are searching for any of the solutions the company offers, from custom aluminum extrusions to powder coating. PSI’s website now ranks for 696 organic keywords, including 32 keywords in positions #1 - 10 and 651 keywords in positions #11 - 100.
“Everything Thomas has done to optimize the website and our SEO…sealed the deal for us to go to year two when it was time to talk about renewals,” said Kyle Coates, president of PSI Industries.
Digital Marketing And Advertising For Manufacturers
As businesses create plans to meet buyers where they are and thrive in times of uncertainty, it’s important to understand that consumers are expecting transparency, customization, and communication throughout their buying process. Meeting consumers’ needs and providing them with updates, options for customization, and excellent customer service will help your brand stay top of mind with today’s buyers.
Maintain your focus on building business agility and increasing brand awareness with online marketing and advertising to limit the likelihood of disrupted communication with customers and new prospects. Your online presence alone could determine whether you continue to drive new business.
There are two easy ways to get started with your new, enhanced digital marketing plan:
- First, claim your company on Thomasnet. Include your capabilities, certifications, and contact information directly on your business profile on Thomas and start to attractqualified leads and inbound inquiries.
- Second, request a free Digital Health Check to see where you can improve online and how your brand compares to competitors.
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