5 marketing trends manufacturing companies need to embrace - Web Insights
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    5 marketing trends manufacturing companies need to embrace

    September 23, 2020 | 5 minutes

    Brought to you by, Sian Cooper

    The advancing digital world is speeding up the pace in B2B marketing — an industry that famously falls behind B2C. With so much data, rapidly increasing capabilities, a change in buyer behavior and growing competition, there’s no excuse for B2B marketing leaders to develop a strategy that is less than extraordinary.

    As many as 77% of marketers have increased their conversion-rate thanks to successful digital marketing campaigns —  with an effective strategy in place, digital marketing can help you generate 15% more business from existing customers. Not only do you need to embrace the power of online marketing — you need to execute it effectively to stay ahead. So, what are you waiting for?

    “As many as 77% of marketers have increased their conversion-rate thanks to successful digital marketing campaigns — with an effective strategy in place, digital marketing can help you generate 15% more business from existing customers.”


    Mobile optimization

    You may already have a website optimization strategy in place — but it’s time to upgrade what you’re doing and ensure it’s suitable for B2B buyers on-the-go. More than half of internet searchers are more likely to purchase from a site that’s optimized for mobile, and as many as 70% of mobile customers click the call button directly from Google Ads. While you may not think your audience is visiting your website via mobile, think again. Over 50% of YouTube views come from mobile and more than 66% of emails are opened on a smartphone. And, the content you output should be linking directly to your business website. Mobile matters!

    Website visitor automation

    Generating leads is a vital part of any business strategy — no matter what sector you’re in, what resources you have in place, or what your budget looks like. For manufacturing marketers to prove strong ROI from their marketing output and link their efforts quickly and more directly to revenue generation, they have to be creating a flow of new business opportunities. Website visitor automation technology is a highly efficient and intelligent solution that automatically identifies and reveals your website visitors, along with the key firmographic and contact data you need to get in touch. This turns every website visitor into a lead and routes them to the most relevant member of your team, automatically and with ease

    Video-first marketing

    As many as 73% of millennials are involved in purchase decisions at work — citing internet research and vendor’s websites as their top two means of research. Millennials are also the age group that watches the most videos online. To capture the interest of your target audience — B2B buyers — you need to create easily digestible content in their preferred format. And remember, the younger workforces get, the sooner you’ll be selling to a generation raised on internet video. Forbes predicts that by 2021, a million minutes of video content will cross global IP networks every second. It’s no longer ‘nice to have’ — it’s critical to success.

    Personalized content marketing

    Almost three quarters of manufacturing content marketers list lead generation as a top organizational goal. But,to increase the number of leads you generate through your content marketing output, it has to be relevant to the recipient. As many as 76% of manufacturing marketers use analytics tools, but just 58% use them to learn about their target audience. When it comes to digital success, personalization is key. From your downloadable assets to your video marketing materials, create content with specific audience segments in mind. Conduct thorough research into the smaller groups that make up your wider audience and use your advanced website analytics tool to gain a vital understanding of the online behavior they exhibit. Test your personalization tactics and always create content with your audience in mind.

    “Almost three quarters of manufacturing content marketers list lead generation as a top organizational goal.”

    Social selling

    Less than a third of manufacturing marketers feel they’re using web and social content effectively — with just 44% leveraging social channels to promote their content.

    With your website newly optimized for all devices, a bespoke content marketing strategy, increasing your visitor engagement, hordes of digestible videos to captivate and inform potential buyers; and automated lead generation technology working in the background — social selling is the fuel to the fire.

    Work with your sales and marketing team to build their personal brand online, encourage them to share your content, connect with industry leaders and cultivate meaningful relationships with dream clients.

    Web Insights cuts out the noise to deliver insight to B2B organizations, precisely where and when it’s required. Our high-end software solution is a world-class business growth enabler, assisting brands to become more efficient and effective, capitalizing on every website opportunity in real-time. The technology instantly recognizes website visitors and automatically routes them to the relevant person within your business — the ultimate solution for marketers looking to optimize lead generation, embrace automation; and do so without disrupting busy, high-performing enterprise teams. Automated, intelligent lead generation, immediate website visitor insight and seamless integration — every time.

    Meet the author

    Sian Cooper

    Copywriter

    Sian has a background in marketing, PR, social media and content creation that spans five years. She studied English at university, is a lover of words, cats, music, and tutors children in her spare time.