Marketing for Manufacturing: The 101 And Everything Beyond

In the never-ending quest to deliver a robust P&L statement, it's easy for manufacturing leaders to focus solely on the notion that sales minus cost-of-goods and expenses equals profit. However, this viewpoint overlooks the vital role that B2B marketing plays in driving success. Few sales in manufacturing are made without a well-oiled marketing strategy behind them. Industrial marketing is more than just an afterthought—when done right, it can significantly impact a company's growth and competitive edge.

The Challenges in B2B Manufacture Marketing 

Marketing for manufacturers has unique challenges due to their complex and specialized products and services. Recognizing these nuances is crucial for developing effective marketing strategies.

Complex Products

Manufacturers frequently produce complex products not easily understood by all potential buyers. Simplifying this intricate information is a significant challenge.

Longer Sales Cycles 

B2B manufacturing sales cycles are often lengthy, spanning several months or even years. This extended duration requires strategies to keep prospects engaged and nurtured throughout the process.

Multiple Decision Makers

The B2B buying process typically involves multiple decision-makers, each with their own concerns and priorities. Navigating this complexity requires tailored marketing strategies that address the needs of various stakeholders, from end users to the C-suite.

Risk and Cost Considerations

The stakes are higher in manufacturing due to the substantial investments involved. Buyers face significant risks when purchasing expensive, complex products, as mistakes can be costly and impact their reputation. This added pressure means that manufacturing marketers must address these concerns directly, emphasizing reliability, quality, and the potential return on investment.

Navigating these challenges requires a strategic and nuanced marketing approach that includes clear goals, strategies, and success measurements.

Marketing Goals, Objectives, Strategies, Tactics, and Metrics for Manufacturers

Having a clear and strategic approach to marketing is crucial for any manufacturing company's success. We’ve provided a guide to common marketing goals, objectives, strategies, and metrics tailored for manufacturers.

Generating Leads 

Generating high-quality leads is important for manufacturers aiming to expand their customer base and drive sales. This section includes a breakdown of practical strategies and tactics, clear objectives, and relevant metrics to optimize lead generation efforts.

Goals

• Attract Potential Customers
• Qualify Leads

Objectives 

• Increase Lead Volume
• Improve Lead Quality
• Enhance Lead Conversion Rates

Strategies and Tactics 

• Sales Collateral: Create brochures, product datasheets, and case studies that clearly communicate the value of products or services and provide informative and persuasive content.
• Content Marketing: Publish blog posts, whitepapers, and case studies to attract potential leads seeking complex solutions.
• Webinars and Workshops: Host online events to demonstrate products or services, offer industry insights, and engage with prospects in real time.
• Search Engine Optimization (SEO): Optimize a website to rank higher in search engine results and increase organic traffic.
• Email Marketing: Develop segmented email lists and tailor messages to potential lead audience segments.
• Social Media Marketing and Advertising: Use LinkedIn to connect with industry leaders, share content, and place advertisements. Engage with potential leads on industry-specific forums. Showcase expertise and build relationships.
• Trade Shows and Industry Events: Participate in trade shows and events to interact with potential leads face-to-face.
• Paid Media: Run targeted ad campaigns on key digital platforms to drive high-quality traffic and boost conversions. 

Metrics 

• Lead Volume
• Lead Quality
• Conversion Rates
• Cost Per Lead (CPL)
• Lead Source Performance: The channels (content marketing, email campaigns, trade shows) generating the most qualified leads.

These approaches net more qualified leads, enhance marketing efforts, and generate business growth. Here's a case study to illustrate a successful lead generation marketing campaign.

A Case Study on Marketing for Lead Generation

JELD-WEN engaged Phase 3 for the product launch of Auraline, an exciting new line of windows and doors for the new construction market. To kickstart lead generation, we armed JELD-WEN's sales force with best-in-class marketing materials. We also engaged retailers with branded launch kits. Then, we followed up with contextual, programmatic, and retargeting ads to the builders. Once we engaged these key influencers, we initiated a consumer campaign to drive product awareness.

Increasing Brand Awareness 

A brand strategy comes to life through marketing strategies that make a brand recognizable among potential customers. The following will help establish a strong market presence and increase brand visibility:

Goals

• Establish Market Presence
• Enhance Brand Visibility

Objectives 

• Expand Reach
• Increase Brand Recognition
• Create Positive Brand Associations with Potential Customers

Strategies and Tactics

• Content Marketing: Publish high-quality content positions a brand as a thought leader and attracts attention from potential customers.
• Social Media Engagement: To increase brand visibility, share relevant content, engage with industry communities, and promote a brand's value proposition.
• Industry Events and Trade Shows: Participate in or sponsor industry events, trade shows, and conferences to highlight products and boost brand exposure.
• Public Relations (PR) and Media Outreach: Develop relationships with industry media and journalists to secure coverage in trade publications and mainstream media to increase brand visibility.
• Partnerships and Collaborations: Form strategic alliances with industry influencers and complementary companies. Collaborations expand reach and introduce a brand to new audiences.
• Digital Advertising: Invest in targeted online advertising campaigns, including search engine marketing (SEM) and display ads, to capture the attention of a targeted audience and drive traffic to a website.

Metrics 

• Website Traffic: Increases in website visits and unique users.
• Social Media Metrics: Engagement and reach metrics, including likes, shares, comments, and followers.
• Media Coverage: The quality and number of media mentions and press coverage.
• Brand Recall Surveys: Survey how well potential customers remember a brand and key attributes.
• Event Attendance

Focusing on goals, objectives, and tactics like these will increase brand awareness, differentiate a brand in the marketplace, and build a strong foundation for future growth. Read more about branding for manufacturers here and in the case study below. 

A Case Study on Enhancing a Manufacturing Brand 

Wirtgen Group, a prominent road construction equipment manufacturer, wanted to make their name synonymous with road construction. Phase 3 crafted the brand campaign "It Takes a Road" to highlight the diverse conditions where Wirtgen Group's machines can be used.

The team created a dedicated landing page to introduce the four brands under the Wirtgen Group umbrella. The page provided a unified view of the group's offerings, displaying their collective expertise and impact on road construction. An advertising campaign utilized a mix of print, digital display, and social media ads. These ads directed the target audience to the landing page, ensuring consistent messaging and broad reach. We produced an anthem video to forge an emotional connection. The video also highlighted the equipment's real-world applications.

The campaign was recognized as a finalist in the American Marketing Association's AMY Awards for marketing effectiveness in 2022.

Positioning a Business as a Thought Leader 

Creating and sharing valuable insights can differentiate a brand and build long-term credibility. Being recognized as an industry authority enhances reputation and fosters trust with target audiences.

Goals

• Establish Industry Authority
• Build Brand Credibility
• Drive Engagement

Objectives 

• Content Leadership: Develop and share high-quality, insightful content that addresses industry challenges and trends.
• Industry Presence: Gain visibility and recognition through speaking engagements and industry events.
• Online Influence: Strengthen online presence through social media and industry forums.

Strategies and Tactics 

• Content Development and Sharing: Produce how-to guides, tutorials, and webinars that address common industry problems. Write guest articles for reputable industry publications and contribute to relevant online forums.
• Proactive Public Relations (PR): Reach out to journalists, bloggers, and industry influencers with compelling stories, data, and insights highlighting a company's expertise. Learn more about the power of public relation campaigns..
• Public Speaking and Industry Engagement: Secure speaking slots for executives at industry conferences, seminars, webinars, roundtables, and podcasts.
• Social Media and Online Presence: Regularly share insights, articles, and industry news on social media. Actively participate in discussions and answer questions in industry-specific online communities. Partner with industry influencers to expand reach and credibility.
  

Metrics 

• Content Engagement Metrics: Website traffic, social media engagement metrics, and content downloads.
• PR Metrics: The number of media placements and the quality and relevance of coverage.
• Event Attendance: The number of attendees and feedback from speaking engagements.
• Online Influence Metrics: Social media reach metrics or influencer reach

This strategic approach to thought leadership enhances brand authority and fosters trust and engagement with a target audience.

Enhancing Customer Loyalty

Building strong customer loyalty requires three things. First, foster genuine relationships. Second, deliver outstanding experiences. Third, turn satisfied customers into enthusiastic brand advocates.

Goals

• Relationship Building
• Exceptional Customer Experience
• Sustained Revenue Growth
• Create Brand Advocates

Objectives 

• Increase Recurring Purchases
• Increase Customer Retention
• Improve Customer Loyalty
• Referrals from Customers

Strategies and Tactics 

• Enhance the Digital Experience: Optimize a website and digital platforms to provide a seamless, user-friendly experience. Make the site easy to navigate, mobile-friendly, and offer relevant, up-to-date information.
• Implement a Customer Loyalty Program: Develop a rewards system that offers points, discounts, benefits, or incentives for repeat purchases, referrals, and engagement.
• Personalize Customer Interactions: Using customer preferences and purchase history, tailor communication and offers to individual customers.
• Deepen the Customer Relationship Through Promotional Products: Gift branded promotional products such as high-quality tools, apparel, office supplies, or useful gadgets relevant to the manufacturing industry to customers. Learn more about the power of branded merchandise here.
• Offer Exclusive Content and Training: Provide access to industry insights, best practices, and educational resources. Host training sessions or workshops to help customers maximize the use of products or services.

Metrics

• Digital Experience Metrics: Website engagement metrics include bounce rates, page views, average session duration, and content downloads.
• Loyalty Program Metrics: The number of program sign-ups, reward redemptions, and repeat purchase rates.
• Customer Retention Rate
• Customer Lifetime Value

With longer sales cycles and higher upfront costs, focusing on customer loyalty is vital. This focus will drive repeat business and build a base of brand advocates. This is key to a manufacturer's long-term success. The case study below illustrates how enhancing the customer experience can support a manufacturer's business goals.

A Case Study in Enhancing Customer Experience 

ITW ProBrands asked Phase 3 to update their existing website for a better user experience. Their site was outdated and confusing. Visitors couldn’t find essential info. This included the nearest distributor's location, product safety sheets, and other materials. Phase 3's web design and development team collaborated with ITW ProBrands to design a new website. The site had simple, easy-to-use navigation and features. They included a distributor locator and a blog. The site experienced a 122% lift in site sessions in the first year of launch.

Educating Potential Customers 

Due to the complexity and size of their investment, most manufacturing customers need extensive information about the products or services they buy. It's necessary to educate potential customers to help them understand and use products. By offering comprehensive educational resources, a business can enhance customer satisfaction and establish the company as a thought leader.

Goals

• Educate Customers
• Boost Customer Engagement
• Thought Leadership

Objectives

• Provide Valuable Content
• Elevate the Customer Experience
• Highlight Differentiators and Success Stories

Strategies and Tactics 

• Create and Distribute Educational Content: Develop educational materials, such as how-to guides, whitepapers, and case studies, that address common challenges and provide solutions for products and services. Learn more about the power of content in B2B marketing here.
• Host Webinars and Workshops: Organize webinars and workshops featuring industry experts, product demonstrations, and best practice sessions, covering relevant topics and actionable insights.
• Offer Personalized Training and Support: Provide customized training sessions or one-on-one support to address specific customer needs and challenges.
• Leverage Customer Success Stories: Share success stories and case studies highlighting how other customers have successfully used products to achieve their goals.

Metrics 

• Content Engagement: The number of downloads, views, and interactions with content.
• Webinar and Workshop Attendance and Feedback
• Training and Support Effectiveness: Customer feedback, satisfaction surveys, and improvements in product usage.
• Success Story Impact: Reach, engagement, and influence metrics.

Educating customers should be a central goal for most manufacturing marketers. By using these strategies and tracking relevant metrics, manufacturers can inform their customers and build stronger, more informed relationships.

Increasing Sales of Specific Products or Services 

Executing a strategic marketing plan that targets key audiences and drives engagement is essential to launch or boost sales of a specific product or service.

Goals 

• Increase Sales Revenue
• Expand Customer Base
• Improve Conversion Rate
  

Objectives 

• Increase Sales Revenue
• Attract New Clients
• Improve Lead Conversion

Strategies and Tactics 

• Integrated Marketing Campaign: Design and launch a targeted digital and traditional marketing campaign, focusing on critical channels and unified messaging that resonate with the target audience.
• Sales and Marketing Collateral: Develop and distribute high-quality marketing collateral, including brochures, datasheets, and product fact sheets, to support sales efforts and provide potential customers with essential product information.
• Website Optimization: Optimize product listings on a website and e-commerce platforms with compelling descriptions, high-quality images, and customer testimonials.
• Leverage Promotional Offers: Create time-limited promotions, discounts, or bundles to incentivize purchases and generate immediate sales. Offer special deals or exclusive access to new features or products for early adopters.
• Implement a Lead Generation Campaign: Develop and execute a lead generation strategy using content marketing, webinars, and lead magnets to attract and capture potential buyers.

Metrics

• Sales Revenue
• Customer Acquisition
• Conversion Rate
• Marketing Campaign Performance: Click-through rates, engagement, and return on investment (ROI).

With a well-rounded marketing approach, manufacturers can boost the sales of specific products or services by attracting new customers and engaging existing ones. Here's a case study to illustrate this critical marketing approach.

A Case Study in Increasing Sales for a Manufacturer 

Ameristar, a low-cost manufacturer of HVAC systems and controls, engaged Phase 3 to help drive brand awareness and increase sales. To generate better awareness among HVAC dealers, Phase 3 created an advertising campaign that ran in a variety of trade publications specific to HVAC dealers. The unique visuals and "HVACANCY" tagline positioned Ameristar as a viable and affordable brand for HVAC dealers. The campaign's metrics were above average, and hundreds of new leads were collected.

How Phase 3 Can Help Manufactures 

Phase 3 is the marketing agency for manufacturers. Our mission is to simplify life for marketers by delivering a full range of marketing services. These services include design, strategy, printing, and promotional products. Our expertise enables manufacturing marketers to focus on customer relationships and experience.

Our approach is collaborative. Working with your marketing team, we seek to understand your business from the inside out, starting with your why and then working with you to develop the what, where, and how.

We work with manufacturers every day. We understand the unique needs of manufacturing marketers and deliver successful brand, marketing, and advertising approaches that engage target audiences and drive business results. For more information about how Phase 3 can support your manufacturing marketing efforts, contact us today.