Digital Marketing for Manufacturers

Manufacturing is a highly competitive industry. You either need to win on price or quality, or create a competitive advantage that makes you the de facto option for customers.

More and more, digital marketing is the best way for manufacturers to maintain a superior reputation and distinguish themselves from the competition. It’s time to position yourself as the best option online, to secure real-world contracts that strengthen your value stream.

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Why Should Manufacturers Market Online?

Manufacturers thrive on the connections they’re able to make at both ends of the value stream. It’s about finding reputable suppliers and winning large accounts. More often both of these activities happen in a digital space, which is why it’s so important for modern manufacturers to maintain a strong digital marketing presence online.

Your next big contract could happen because of a simple PPC ad, and your fresh new website might be the reason you’re able to negotiate favorable pricing with suppliers.

Is your online presence everything it needs to be to stand out in your industry?

Digital marketing can put you at the forefront—whether you’re a small local producer, regional manufacturer or a nationwide OEM.

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5 Reasons to Market Your Industrial Brand Online

Many manufacturers are surprised to learn the opportunities that exist for their business online. They’re used to securing contracts at trade shows, through referrals or in partnership with distributors. Online marketing unlocks a world of new opportunities for producers who want to branch out, diversify and increase their throughput. Here’s how.

#1

Market your solutions.

Whether you’re a specialty machine shop or a large-run producer with tool and die capabilities, customers are looking for what you have to offer. They’re searching online to find you, which means you need to meet them there with an effective marketing strategy. Digital marketing allows you to offer solutions, not just capabilities.

#2

Build reputability.

You’re not the only manufacturer out there. You need to set yourself apart from others by building your reputation. That starts online. From positive reviews and feedback from your current clients, to information about your manufacturing approach, QC process and customer service, your best opportunity to distinguish yourself starts online. Give eager customers a reason to reach out to you.

#3

Qualify your capabilities.

What are your capabilities? Digital marketing gives you the ability to project those capabilities out there to anyone looking for them. Instead of hoping people will find you based on need, you can meet them where they start the search process. Don’t wait for your customers to come to you—go to them, no matter the need, industry, budget, volume or other variables involved.

#4

Deliver your value proposition.

To the uninformed searcher, your capabilities are the same as your competition. Digital marketing allows you to leverage your value proposition into a clear reason to do business with you. Do you win on cost? Quality? Technology? Scalability? Turnaround? Whatever it is, you have the power to market that proposition online, to stand apart from the competition.

#5

Low marketing costs.

Manufacturers are always conscious of margins. Digital marketing offers some of the best ROI and highest levels of cost control when it comes to advertising. You’ll know exactly what you’re getting for your money and how to stretch every marketing dollar. When you win new contracts and connect with new leads, you’ll have a clear picture of your cost of acquisition compared to account potential.

You’re used to working with your hands and creating tangible products, but there’s a wealth of digital opportunities to consider as you grow your manufacturing outreach. Whether you want to grow locally, regionally or nationally, a digital marketing campaign is the key to putting your brand and business out there. It’s a chance for you to stand apart from other manufacturers and make a genuine appeal to new customers that showcases your capabilities, value proposition and reputation.

Customer Testimonials

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“The BizIQ team helped us get our newly redesigned site to go live and optimized and within a few weeks of being live we saw improvements in how we were coming up on google under certain keywords. We had a lot of specific and custom details we wanted to have on our website and BizIQ were accommodating and we are very happy with the way our site looks now and are starting to see results from their help with optimization.”

Enrique Mereles Jr.

Industrial Polishing Services, Inc.

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“I’m not sure why I tried BizIQ instead of the other 500 Google solicitation calls I get but I’m so glad I did! They were very professional and have taken over our neglected Google pages. In just a few days the response has been terrific.”

Mark Erwin

Pacific Furniture Manufacturing

Position Yourself as a Trusted Manufacturer

It’s vital to present a unified digital presence as you pursue new contracts and opportunities. A cohesive digital marketing strategy will position your facility as a standout option for customers. From an informative website that explains your capabilities, to PPC ads that capitalize on demand, to social media that shows off your work, it all comes together in a unified display of your capabilities as a trusted manufacturer.

White Website Icon Website Design & Development

Your website is the foundation of your online presence and the place new leads and prospect will ultimately end up. It’s vital to have a website that’s easily navigable and highly informative. Visitors want to know what your production capabilities are, what kind of equipment you’re working with, the skill level of your team and information pertinent to their unique project. A well-designed website will capture their attention and quickly direct them to the information they’re looking for—as well as an easy means to contact you to discuss a scope of work. Your site needs to showcase your business with integrity.

Seo Bulls Eye IconSearch Engine Optimization (SEO)

Driving organic traffic to your site is the key to winning in your target market. When customers find you on Google, you’ll have a better shot at capturing their business. Best of all, SEO done right won’t cost you anything in the long-run! Whether they’re searching for a local steel fabricator or looking for a facility capable of rapid prototyping for composites, your website needs to show up in applicable search rankings. Optimize for the services you offer and the solutions you provide, and it won’t be long before you’re attracting customers and projects that fit your niche.

White Piggy BankPay-Per-Click Advertising (PPC)

Many customers already know what they want, and they’re looking for an instant solution they can capitalize on immediately. This is where PPC comes in. PPC ads and other paid advertising will put you front and center in relevant searches for the services and capabilities you offer. One click is all it takes to turn a searcher into a prospect and get them into your sales funnel. You have total control over PPC ads, including budget, targeting terms, demographic and just about any other variable you can control. While the cost of PPC can add up fast, it’s also your gateway to high-value accounts that are ready to move into production right away.

White Chat SocialSocial Media Engagement

Every manufacturer needs a forum to show off their work. Social media makes it easy to display your capabilities and let everyone know exactly what working with you looks like. Post pictures of finished products, show off your state-of-the-art facilities or connect with prospective customers in a conversational environment. From Facebook and Twitter to LinkedIn and Instagram, you need a presence wherever your customers and followers are. The next direct message you get could be from a big account who saw your work and loved it! It doesn’t take much to make a name for yourself on social platforms, and the engagement will help grow your business’ reputation.

White Brand Management LikeBrand and Reputation Management

Customers want to know they’re working with a manufacturer that’s committed to quality, excellence and customer service. The best way to show them you’re the best option is to let your past customers do the talking. From positive Google reviews to 5-star ratings on Facebook, to quotes and letters of endorsement about your capabilities, every good word matters. Digital marketing allows you to leverage positive feedback into securing your next contract. You might even find that a great reputation gives you leverage when it comes to supplier contracts! Everyone wants to work with a manufacturer that’s well-known for being the best at what they do.

White Citations ImprovementsCitations and Directory Listing

There’s a wealth of different directories and other aggregators where manufacturers can get listed and attract potential customers. Getting your company into these directories is a cornerstone of a strong digital marketing campaign. Not only will you benefit from the exposure a manufacturing directory offers, you’ll also get the SEO value that comes from a broader presence on the web. Even if prospective customers aren’t sure what they’re looking for, a directory makes it easy to navigate needs and land on a professional who can meet them: you. Whether it’s a local directory like a Chamber of Commerce or a national one like NAICS, getting listed brings you one step closer to winning new accounts.

We’re Manufacturing Marketing Experts

At BizIQ, we understand the marketing obstacles manufacturers face. Whether it’s attracting the right type of projects, positioning your unique capabilities or setting yourself apart from competitors, we help you build an online presence that lends credence to your business and puts you in a position to win contracts.

Market Your Capabilities

What kind of projects do you want to bring in? Our team will help you market your capabilities effectively to an audience that’s looking for them. From prototyping and tooling to short-run production and custom machining, we’ll put your capabilities front and center, and help you explain why you’re the best manufacturer for the job. We turn capabilities into solutions.

Appeal to Your Sector

Do you manufacture for aerospace and defense? Automotive? Consumer products? Architecture and construction? Manufacturing is a diverse industry and we help you qualify your capabilities to attract prospects from the right sector. Not only do we market to sector-specific clients, we tailor the value proposition to each sector, so you’re speaking the language of the customers you’re trying to attract.

Promote Your Success

We leverage the successes of your past projects into a clear value proposition. Let us help you show prospective customers your commitment to their success by illustrating your role in creating value for past and current clients. Whether it’s project management, superior QC or complete design-build capabilities, we promote your success as a reason for prospective customers to choose you.

Optimize Your Online Efforts with BizIQ

How Do I Get Started?

When it comes to online promotion, knowing how to get started can seem challenging if you’re not familiar with the different online marketing options that exist. We help you find your footing, putting your industrial brand on the path to local marketing dominance. Contact us directly to learn more about the steps below and how they can take your manufacturing operations to the next level.

#1 Get a Complimentary Website and Digital Strategy Analysis

Your website is the backbone of your online campaign. It needs to be professionally designed, feature great content and promote easy navigation. We’ll work with you to evaluate your site’s strengths and opportunities for improvement, then roll those into broader strategies. We give you a complete rundown of your web presence so you know where you’re starting from, what your goals are and how to achieve them. With a site breakdown and digital strategy analysis in-hand, you’ll know what it takes to establish and grow your restaurant online.

#2 Review Findings and Opportunities

Before officially launching any online marketing campaigns, take time to review the findings and opportunities from your complimentary website analysis. This information will help you to establish where you currently are as a company and where you want to go. This involves setting actual benchmarks and making decisions about where to invest time and money online. We work with you to establish everything from your target keywords to marketing budget allocation, so you can be sure you’re getting the most out of your decision to market online.

#3 Sit Back and Relax While the Pros Get to Work

Hiring experts to handle your digital marketing campaign affords you the time and mental space to focus on running your business. You can put your trust in our entire team, knowing we have the marketing savvy and food service background necessary to help your business win online. From targeting the right keywords for SEO, to smart PPC budgeting, to web design, content writing and reputation management, our team covers the complete scope of your efforts. While you’re running production and optimizing your value stream, we’re making sure customers are finding your industrial brand online, so you can focus on forge partnerships with customers.

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