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5 Key Ways B2B Manufacturing Marketing is Unique

by | Oct 22, 2019

The business of B2B manufacturing is rapidly changing. Decision-makers are getting younger and the appetite for convenience is at an all-time high. Manufacturing marketing is adapting to these changes. Here are six important things B2B manufacturing marketers must understand about marketing to modern B2B manufacturing industries.

Thought Leadership Makes a Difference

Experts will always be valuable. On social media, we call them thought leaders. In manufacturing industries, a trusted CEO or founder can wield their position and experience to great effect. Frequent posts with lessons, tips, or questions can help to develop an authentic audience that is engaged with your subject matter expertise, and therefore your business. In the B2B world, every follower is twice as important because of their proximity to your niche B2B industry and likely closeness to decision-makers.

You probably don’t follow any B2B manufacturers unless your work is directly connected to them. Unless it relates to your own profession, you won’t see H-piling, chemical-resistant nitrile gloves, or forklift parts being discussed on your personal newsfeed. But, those conversations are happening every day.

Product Pages and Search Engine Optimization (SEO)

A study shows that roughly 71% of B2B researchers begin with a common online search. So, B2B manufacturers must take their SEO strategy seriously. However, B2B SEO is different from traditional search optimization. Though B2B SEO may use the same general strategies as B2C SEO, the tactics are different.

Instead of focusing on content-based SEO (blogs and articles), B2B manufacturers should utilize product-based SEO. Product-based SEO focuses on using clearly defined product categories, targeting low-volume search terms, and thorough product descriptions that use those terms. Descriptions should clearly state all product features, sizes, and options. Additionally, images for every iteration of the products should be provided with complete and correct image alt tags to further improve SEO. Learn more about how to write properly for B2B SEO in our piece, B2B SEO Tips and Why It Differs from Traditional Search Optimization.

Solve Customer Problems, Collect Emails, and Remarket

Knowing that the majority of B2B buyers start with Google searches, it’s important to produce content that answers the questions and queries potential customers are asking Google. These issues can oftentimes be technical in nature and can take a lot of writing to accurately explain. That doesn’t necessarily mean you need to heavily invest in a blog. Especially since we just told you that wasn’t the best strategy for B2B SEO. However, B2B industries are ripe for long-form content like ebooks that dive deep into niche issues.

A free ebook can be advertised across social media and Google to attract decision-makers in any given industry. Use a simple email collection form to unlock the ebook. This empowers your business to remarket to interested parties over and over again. Plus, any interest in a niche ebook will tell you a lot about the potential customer. This is especially useful if you produce multiple ebooks covering different issues that automatically sort your audience into segments. You can then market to each segment based on their specific needs.

Use Human Interactions to Supplement Online Product Info

No matter how good your online marketing is, potential B2B clients are likely to want to have an in-person conversation on the phone or through an online chat before completing a purchase. There is simply too much on the line in B2B purchasing for buyers to take any risks. Make sure your company contact info is readily available on every product page and that the contact information provided is correct and connects buyers to the appropriate person they need to talk to. Long menu systems discourage buying, so have your phone numbers connect directly to a sales team member.

B2B Tradeshows are Serious Business

While tradeshows are commonplace across all industries, they are a really big deal in manufacturing industries. Likely, your competitors and a huge number of customers will be there, so use the opportunity to leave a positive impression. Design an inviting tradeshow booth with your B2B logo clearly visible and provide useful swag to attendees. Things like bouncy balls or wristbands may be inexpensive and fun, but they’ll likely end up in the trash. Instead, provide totes, umbrellas, water bottles, or electronic charging stations to keep your brand in front of people longer.

Take Your B2B Manufacturing Marketing to the Next Level

From SEO to customer service, manufacturing marketing is undoubtedly unique. With the correct strategy though, B2B manufacturers can make serious strides in their sales and business growth. If you need help taking your manufacturing company to the next level, send me an email anytime at barmbruster@WeTellYourStory.com.

Barry Armbruster - Partner | Owner | Creative

  • Resident B2B expert
  • First agency position in 1997, joined Nichols in 2002
  • Splits time between creative leadership and account service
  • Remembers every detail about clients and their businesses
  • Coffee connoisseur, music enthusiast and fair-weather runner

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