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8 Manufacturing Marketing Tips (With Examples) – Roundup

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Updated July 22, 2019
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Manufacturing video example on website
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Tim Brown

Tim Brown is the owner of Hook Agency, and strategic marketer focused primarily on driving traffic and leads for small businesses and construction companies.

Manufacturing marketing tips can be often a little surface-level, and that’s why we curated heavy-hitters in the manufacturing marketing space, starting with OG of manufacturing marketing John Locke. We hope some of these get your brain moving, and your sales pipeline full of hot prospects. 

Without further ado, ‘8 Manufacturing Tips (With Examples) – Roundup’:

1. Commit to Content Strategy That Helps Your Customers

John Locke – Lockedown Design & SEOhttps://www.lockedownseo.com

Global and national manufacturing brands win many of the SERPs not only because they are large brands, but because they create helpful content that guide ad educate buyers at every step of the marketing funnel. Instead of creating a single landing page for a product they provide, they educate the buyer on the benefits of that product and have numerous marketing assets to help them make an educated buying decision. The goal is to become the only logical choice, and that is primarily done through content and marketing materials.

A great example of this is Phillips, who want museums and art galleries to buy their lighting. How they chose to position themselves as the logical choice is through this landing page for museum lighting. This page lists the benefits of having a lighting expert set up illumination strategies for highlighting artwork and preserving the gallery pieces correctly. Their landing page for art gallery lighting also has links to specific museum case studies, different types of lighting products that are appropriate for museums, and services for consulting and designing specific lighting arrangements.

If you are a facilities director at a museum or art gallery, and you land on this page, you will have hours of marketing materials to study and absorb. Smaller lighting manufacturers will not have this depth of content on their websites and are less likely to rank in Google for long-tail searches related to museum lighting. If you want to get more search traffic from people making a buying decision at an organization or company, content strategy is a way to create permanent marketing materials to reach B2B buyers.
Manufacturing marketing tips

2. Use Modified Broad Match Keywords To Zero In On Customers In Google Ads

Cole Storley, Hook Agency – https://hookagency.com

If you’re using Google Ads and still are not using modified broad match keywords, you’re not doing it right. We love modified broad match because they’re more targeted and specific than a broad match but have a farther reach than exact match keywords. If done right, they find that sweet sweet middle ground of being relatively high intent(people who are motivated to buy), and not excluding more broad searches that exact match keywords wouldn’t pick-up.

To use modified broad match, you’ll just need to put a ‘+’ in front of each keyword in the phrase. For example, if we wanted to target people searching for an industrial manufacturing company, we would create and add and enter the keyword like this: +manufacturing +marketing +company. Now someone can search “best manufacturing marketing company in Minneapolis”, and since the search includes ‘manufacturing’, ‘marketing’, and ‘company’ – voilà! our add triggers and a great potential customer is staring at our ad at the tip-top of the search results.

Modified Broad match

3. Resist the temptation to gate your content 

Kathy Mrozek, Windmill Strategy – https://windmillstrategy.com

If you’re a B2B OE or OEM manufacturer and your product is being specified by engineers or other technical decision-makers, provide as much detailed technical information as possible online, and resist the temptation to gate data sheets or 3d models. If an engineer wants your 3d model, chances are that they’re pretty far down the path of building them into their product designs and will raise their hands to talk to sales when they’re ready. It’s frustrating, but your products are complex, and they will recognize the need to talk to sales once they’ve done their initial information download.

Today’s engineers want access to technical information online, love to find their own solutions, and will go to Google first for this. They won’t call or fill out your inquiry form until they’re convinced that the person on the other end is the expert who can solve their problem better than they can (and their bar for this is pretty high). If your website doesn’t have enough detailed information and specifications online for them to be convinced of that, they’ll move on to the next site that does. In order to get more and better RFQs, the first step is content, the second step is targeted digital marketing to reach the right people.

When your products are primarily custom, and specifications take the shape of features, ranges and form factors, this should be supplemented with as many detailed case studies as possible, so that visitors can clearly see that you’ve solved similar problems for similar customers in the past.

High-level content based around industry or application can also provide trust for purchasing and C-level visitors who make the ultimate purchase. And, you don’t have to forego gated content altogether — look for opportunities for content that clearly helps technical visitors, such as an online calculator or tool that provides information and trust without a gate, then ask for an email to deliver the results or provide more detailed tools.

Commit to a blog that really serves their interests and needs and earns their subscription, whether that means providing best practices specific to your niche that help them excel at their jobs, or showing off the cool and boundary-pushing work that you’re experimenting with.

Manufacturing Case Studies

4. Identify and Shorten Sales Cycles through Marketing

Stuart Blessman, August Ash – https://www.augustash.com/

Studying analytics and patterns in customer behavior from digital marketing campaigns can identify opportunities to shorten fulfillment for marketing. Your customers by their actions will tell you what they want!

Analytics data can tell you if customers are spending more time than needed to find the solution they are looking for on your website. High bounce rates, too many pages viewed, and time on site are all indicators that a visitor coming in from a marketing campaign is getting lost or not finding what they are looking for.

Manufacturers who work with distributor networks often find increased customer satisfaction and sales by creating targeted advertisements in Google Ads or Bing Ads that directly link potential leads with customers through a web portal rather than through a call center or sales representative. In one example with a large manufacturer with an international distributor network, I saw their distributor leads and sales increase by over 40% YoY. At the same time, call center volume decreased significantly, with more specialized calls coming in.

Customer surveys reported higher satisfaction and engagement, despite going through digital marketing rather than through the call center. While this might seem like scary new territory to more established manufacturers, customers, by and large, appreciate the faster response and immediate nature of having their questions answered and solutions fulfilled.

5. Make sure you have helpful videos for all of your top product lines or specialties.

Tim Brown – Hook Agency – https://hookagency.com

Video is extremely powerful – not only on the big emotional commercial level but also the demonstrations of differentiating features and more context around the lines of products or components you offer.

To showcase what it is that makes a particular product so awesome in the video – it can be done so much more quickly and efficiently than text, images, audio – or other mediums on the web. Ultimately, your videos don’t have to be fancy – check out this awesome small business/startup video setup for under 2k.

A minute and a half will do – these videos can be used on social, and/or on the product or specialty page – likely leading to an increase in the average time on page. Make sure to place the video in a way that makes it obvious and easy to access and clearly state in a headline above or below it – how the video will help a customer:

Example: The headline under the video on ProtoLabs CNC Machining Service – “Quick Turn CNC Milling”

Manufacturing video example on website

 

6. Look Like a World-Class Manufacturer with a Well-Designed Website

John Locke – Lockedown Design & SEOhttps://www.lockedownseo.com
 
One critical factor in marketing is how customers perceive your brand. If you want to compete with regional, national, or global brands, you must look the part. Design matters when it comes to SEO. Without a doubt, you must have the right content on your website, and you must have relevant backlinks to your site in order to rank in organic search. But the user experience, design, and layout of critical pages on your site will also determine whether you rank well over the long haul.

The way that you present your brand can make a difference in whether buyers pick up the phone or not. Should they choose your company or another that looks more professional? Aesthetics influence our decisions, and we generally think more favorably of a company website that looks sharp versus one that looks cobbled together.

It’s also important to identify what elements and content should be on key landing pages. Certain information usually needs to be on a page in order for it to rank for specific keywords in Google. This is part of the well-planned design.

Examples: Some manufacturing websites that benefit from great web design include Donaldson, Protolabs, and Lear.

Engineering-industrial-website-design-tips

7. Use LinkedIn as a curator for valuable information in the industry you serve

Bea Bonte – Hook Agency – https://hookagency.com

It doesn’t always need to be as complicated as most people make it on social media. The most important thing is being useful to people in your network. If you’re a manufacturing firm that serves construction/home builders, for instance, it would be valuable to post articles relating to problems contractors often come across.

The important thing to remember is that people don’t necessarily need to know about how the sausage is made, but they care about is how to sausage, the ketchup, the potato salad, and the beer will make their party more enjoyable for their guests. Understanding this concept can make social media for a somewhat dry industry much more relatable.

Linkedin Culture Manufacturing
TSI Incorporated on Linkedin – sharing industry-relevant news

 

8. Use Facebook to help get employees and promote company culture

Bea Bonte – Hook Agency – https://hookagency.com

People sometimes underestimate the power of Facebook and their personal network and often forget that something that makes their business more profitable is A. Employee retention and B. Making the hiring process as concise as possible. Utilizing Facebook as a way of attracting prospective employees is a valuable tool that shouldn’t be ignored, even though you are a B2B company.

Millennials, in particular, want to work at a place that they feel cares about culture, thought leadership and is relatable. With the job market getting more and more competitive, digital marketing agencies, tech companies, and startups shouldn’t be the only ones putting in effort towards attracting top talent from social media.

Pro-tip: I would consider, depending on the qualifications of the job, putting more ad budget for the job posting on Linkedin vs. Facebook.

Dupont Example - engineering using social media on Facebook
Dupont – Using Facebook to Show Company Culture
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Tim Brown

Tim Brown is the owner of Hook Agency, and strategic marketer focused primarily on driving traffic and leads for small businesses and construction companies.

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Dan Corrigan
18:43 19 Jun 19
I am a small business owner who was referred to Hook Agency to develop my website, promoting and advertising my business. The first time I spoke with Tim I knew his company would be a good fit for my business. The entire Hook Agency team was very responsive, acommodating, patient, and easy to work with. They made the whole process productive and stress-free. I recommend their services to anyone starting a business or for those who simply would like the best agency supporting their business.read more
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David Keinert
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I was looking for agencies because we wanted to create a new website and blog. Hook was one of our top choices, but admittedly, I was nervous based on the fact they had not done work in my industry before. Fast forward to a year later, and I couldn't be happier. The team at Hook is responsive, resourceful, creative, and fun to work with. We have great content on our blog, and website continues to grow each month. I'm "Hook"ed!read more
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We have nothing but great things to say about the Hook Agency. Their website work, and subsequent SEO, blog writing, and social media expertise have done wonders for our lead pipeline. We would recommend them to anyone looking for a competent and professional digital marketing team. We already have them contracted to do another project!read more
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Great company to do some SEO work with and also a great help on the website building. They have quick response to questions, updates, and last minute changes.
Greg Toler
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17:07 15 May 19
Tim and the entire Hook Agency team has been the exact partner my company needed for all things web design, SEO, and even digital marketing strategy. Was hesitant at first with the complexity of my industry, but they have far exceeded expectations with research and content development. Our SEO position and inbound leads were almost nonexistent. Within three months our website authority and position had drastically increased, and we were consistently receiving organic leads. Now we have closed our first inbound lead as an organization and are transitioning to let Hook manage our PPC. As a small business, Tim has been helped us get the best bang for our buck while getting to know our company and process to help achieve our goals. We have used several large and small SEO companies in the past, but Hook Agency's management has provided the first measurable difference and growth. Would highly recommend!read more
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We considered several web-design firms before selecting Hook Agency to redesign a large portion of our company site, and we're incredibly happy with the results. Not only was the team able to create exactly what we wanted, they've come up with some great compromises between keeping our brand voice and SEO writing, providing solutions that I'm confident no other firm would be able to dream up. It's been a very collaborative process and we're seeing great outcomes. They've also provided technical support on some small web issues, which takes major headaches off our plates as a small business without a full-time IT department. We absolutely recommend them!read more
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We absolutely love our website. Hook Agency was very professional and provided us with a website that exceeded our expectations. We've also continued with their SEO services.
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Very impressed! Long story short, our company website that was hosted elsewhere somehow lost data and went down. When the hosting company failed to do anything about it Hook Agency didn’t hesitate to help. They went above and beyond to get us back up and running. They made us feel confident and comfortable with what they were doing and explained everything each step of the way. I would definitely recommend them!read more
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Super impressed with Tim. I had no idea how to find a web developer in my budget. Even though he was well out of my price range, he still very kindly took the time to suggest a few options and and walked me through how pro web developers operate. Class act! Thank you!!
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Hook Agency came up with highly creative SEO solutions to my growing website. Their process was very insightful and they explained everything in an intelligent way without making me feel talked down to. I would recommend Hook Agency for anyone's SEO needs in Minneapolis.
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HOOK made the complex topic of SEO far less intimidating. They were patient and understanding with our learning curve. They worked "with" us, educating us as to where the opportunities were. They identified what "they" could do for us and even more valuable, what "we" could and should be doing for ourselves. HOOK and their style of full transparency, had us feeling comfortable immediately and ultimately feeling like we had a trusted partner working for our best interests. We look forward to our future collaboration and success!read more
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Hook Agency has been a great resource for our small business. From creating our initial site to making updates as we grow, Hook has always been easy to work with. And they are quick with bug fixes which I really appreciate!
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Amazing! Seriously, first class customer service and good people!!! Talk about going above & beyond... couldn't ask for a better experience.
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Finding a website design company that is highly creative, technically competent , fundamentally sound, well organized, willing to listen and committed to service is unique indeed. We found exactly that at Hook Agency.
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Without even paying a dime, Tim looked at my google analytics account and my google console account and gave invaluable free advice. Although his services were not a good fit for my needs at this point, I would highly recommend his services for SEO and high raking on google searches. Hook Agency is the way to go!read more
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13:40 25 Jun 18
Tim and his team were collaborative, responsive, fast and delivered quality work on a tight timeline. The Wordpress pages they built are easy to update, mobile friendly and we plan on using the template they built for landing pages down the road. Tim also provided insightful guidance on SEO and lead generation best practices along the way.read more
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Anna Overly
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When I began searching for an SEO agency last year, I received a lot of generic proposals from SEO agencies who wanted our money but didn't show any dedication to learning our niche industry. Tim, on the other hand, came to the table armed with a list of keywords to go after, goals to reach, a knowledge of what our competitors were doing, and an eagerness to understand our industry. Since then, Tim has shown a deep commitment to our success and has gone above and beyond to make sure we reach the goals we set. In the last year, our company has experienced a 30.8% increase in conversions from organic search (3mos/3mos) and a 135.06% increase in page views from organic search (3mos/3mos). The conversation has shifted from "let's get more leads" to "we need to hire more employees to handle all this new business." Tim has been incredible to work with, and I'd recommend him highly to anyone looking to hire an SEO specialist.read more
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Sarah Lietz
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Tim has always been super responsive, creative in design, and helping us long after he should! Highly recommend!
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“My company launched our completely revamped website and couldn't be happier with the way the site turned out, and our experience with Tim B Design. They took our old website with outdated graphics, poor sales results and transformed it into a modern, incredibly attractive and sales thriving site. In 6 short months we have seen a 300% increase in sales by online traffic, a greater return than we had ever imagined. Our product keywords are up over 350% and our website can easily be found on top of any major search engine. When we met with them to discuss the project, we were immediately impressed with how easy they were to communicate with—just real, down to earth, believable people that don't talk over your head with tech jargon. They listened and spent ample time understanding our products and message to make sure the site layout was exactly what we wanted.These days, I feel that people get to know your business through your website before they even walk through your door so it better be a good first impression. Our site brings in new clients every single day. The best part is that my website is so easy to use, I am able to edit content whenever I need to. It’s become such a great tool for my business. I am so in love with my branding, I receive compliments everyday. The Tim B Design team is amazing. They are creative, quick and so much fun to work with, I highly recommend them to any business.”Brad LorenceOwner, Banksystems Marketing Incread more
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Awesome - we are seeing great improvement in our traffic and engagement. It's a pleasure working with Tim he is such a gifted guru of seo and digital marketing.
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Josh Carlson
14:44 11 Jul 17
Tim B Design is exceptional to work with! He and his team have a great attitude, they've shown excitement in helping my business, and they are go getters! When I first contacted Tim on his website he responded to me almost immediately which was great. After our first face to face meeting I knew I wanted to work with him. I agreed to have them design my logo and build my website. In the process of doing that Tim thoroughly educated me on the importance of SEO which I knew very little about. There was absolutely no pressure to purchase anything while he was educating me but I decided to enter in an agreement for that too. Shortly after starting SEO they had availability to take over my social media accounts and I jumped at that opportunity. I put my full trust in them and they are doing great with all of it. Because of their work I've already seen growth in the number of sales leads generated by my website which is terrific! If you need help with any of these areas you need to contact Tim B design. Thank you Tim and Bea!read more
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