How Do You Market an Industrial Manufacturing Company?

Saying that it can be difficult to grow a company within the industrial manufacturing industry is an understatement. Perhaps you’ve tested and implemented a variety of marketing campaigns and strategies in the past, but you haven’t seen those campaigns yield much in terms of results. Or, maybe you have a solid marketing plan in place, but you’d like to tweak certain areas of the plan to see even more growth. 

No matter what your specific marketing needs might look like, the experts at Valve+Meter can help. We’ve put this guide together to help your industrial manufacturing company achieve transformational growth.

If your industrial manufacturing business currently has a marketing strategy in place, be sure to thoroughly analyze and inspect the plan. Discuss factors including your target audience, customer responses, return on investment, and your competitors. Determine just how successful your marketing campaign has been, and determine if any tweaks are needed.

Additionally, go over any existing collateral that you’ve used in your marketing plan. This includes any content, physical materials, images, videos, graphs, emails, etc. If you’ve used it in your marketing efforts, be sure to analyze it to ensure that it’s consistent with your overall marketing message and conveys the information that your company wants it to.

For companies that currently have marketing tactics in place, determine if some tweaks can be made to the current strategy to make it more effective, or if a completely new strategy should be implemented. If your company doesn’t have much of a lead generation strategy, though, it’s essential to create one. But where do you begin creating a successful marketing strategy in the manufacturing industry?

Many industrial manufacturing companies start by running a SWOT analysis, determining their value propositions, and performing competitor analyses. Taking these steps will show where you have weaknesses, where you have opportunities to grow, and how your competitors are choosing to market their similar products or services. This is a significant first step in creating a marketing strategy that will lead to growth for your company.

What do the results of a solid marketing plan look like to you? How do you determine if your marketing plan was successful? To answer questions similar to these, it’s important to establish metrics and goals. Not only will these help you know how effective your current campaign is, but they’ll also help you determine what areas of your strategy need to be tweaked in order to fully take advantage of the strategy.

Key metrics to keep track of include:

• Conversion rates
• Cost per lead
• Bounce rate
• Site traffic

Unfortunately, your marketing strategy likely won’t be perfect right out of the gate. To capitalize on the marketing strategy that you’ve created, it’s important to know what areas are performing well, and which ones need to be adjusted a bit.

For example, if you’re getting a decent amount of traffic to your website, but are finding that not many of your visitors are taking the next step in the buying process, conversion rate optimization might be necessary. Or, if you’ve put a heavy emphasis on digital marketing but are finding that it’s not leading to new visitors on your website, you may need to add search engine optimization to your content marketing efforts, as well as implement a social media strategy to attract potential customers.

Marketing for manufacturing companies isn’t easy. Industrial manufacturing companies face unique challenges that many other businesses in other industries may not have to face. The professionals at Valve+Meter are experienced in helping industrial manufacturing companies just like yours achieve transformational growth.

Valve+Meter is a full-service performance marketing agency that is completely dedicated to helping our clients reach new heights. By offering our clients a fresh and innovative marketing experience, there’s no limit to how far they can grow. Get in contact with us today to discuss your industrial manufacturing company’s marketing needs, and to see how we can help.