The digital-first world dictates new rules for manufacturers and distributors. With both consumers and retail chains increasingly turning to online channels to research and buy products, these businesses can no longer afford to ignore the power of a strong online presence and lead generation engine. Executing the right digital marketing tactics for manufacturers and distributors can lay the foundation for your brand to be successful in the long term.
Why Digital Marketing is Important for Manufacturers & Distributors
Digital marketing offers exciting new ways for manufacturers and distributors to highlight unique features of their products, showcase the production process from start to finish, and provide valuable information that ultimately helps buyers make informed decisions. With a little creative effort, investing in digital marketing is a powerful way for suppliers to differentiate themselves from competitors and leverage online channels to connect directly with their target audience and create digital lead generation funnels so your product never stops moving.
Additionally, digital marketing enables manufacturers and distributors to track customer behavior, measure campaign effectiveness, and refine their strategies for maximum impact.
The Benefits of Digital Marketing for Manufacturers & Distributors
Digital marketing helps you reach a wider audience and increase your brand’s visibility online, which is important for manufacturers and distributors looking to build long-lasting distribution and retailer relationships.
Digital channels also provide opportunities to show the value of your product and build relationships with your buyers. The most effective digital marketing strategies generate valuable leads by attracting potential buying partners to your website and then providing a communication channel directly to you.
Lastly, digital marketing tools offer valuable data that can help you measure your performance and make informed decisions about what to do next. Compared to traditional marketing methods, the ‘trial-and-error’ involved in digital marketing can be more cost-effective in the long run, offering a better return on investment for manufacturers and distributors.
Key Digital Marketing Tactics for Manufacturers & Distributors
It’s no longer enough for manufacturers and distributors to simply ‘have a presence.’ Organizations looking to scale must use proactive lead generation tactics in order to create a steady stream of revenue for the future.
“Today’s manufacturers and distributors must embrace a multi-pronged approach to marketing. That includes leveraging data analytics to optimize supply chains, investing in e-commerce to reach new customer segments, and building strong relationships through personalization. By adopting proven digital tactics, businesses can navigate the complexities of the modern economy, increase their market share, and drive sustainable growth.”
-Jeff Soto, VP of Strategy & Client Relations
Here are some of the digital marketing tactics that help build a memorable brand and attract buyers:
Content Marketing
Create high-quality content, such as blog posts, videos, and infographics, to educate and inform your target audience about your product, its features, or even offer a behind-the-scenes look at the manufacturing, printing or packaging process.
Quality content will let your potential customers make an educated decision on whether to engage with you, so be sure to include messaging about how your product or service will solve their biggest issues.
Search Engine Optimization (SEO)
Optimize your website and content for search engines to improve your visibility in search results. Focus on including the right key terms and phrases – the obvious ones for your industry, as well as those more creative terms that only your company can claim.
SEO has been a foundation of digital marketing for decades and still is, even as artificial intelligence alters the way consumers search for and view information from the web. An agency can help you determine if your website is being discovered by the right search audiences as platforms continue to evolve.
Social Media Marketing
It’s essential to utilize social media platforms to humanize your brand, connect with your audience, share valuable content, and build brand awareness.
LinkedIn is a highly relevant platform for manufacturers and distributors to find their network of potential buyers and partners, and there may be rare occasions when other, more consumer-focused platforms can play supporting roles.
Email Marketing
It’s important for every manufacturer and distributor to build and nurture an email list to send targeted promotions to prospects and keep customers engaged.
Segmenting your list into engaged customers, past/lapsed customers, and B2B contacts (like your retail partners) can help you tailor your message and create more targeted emails that encourage action, rather than blasting the same messages to everyone in your audience.
Pay-Per-Click (PPC) Advertising
Use paid advertising platforms like Google Ads to reach your target audience quickly and effectively. Choose whether you will target consumers directly, or present your brand as an option to retail buyers, then target the appropriate search phrases or YouTube video topics.
Digital advertising expenses and effectiveness can vary month-to-month due to seasonality and competition from other advertisers. It’s important to hire a consultant or agency to ensure you are budgeting properly for success.
Testimonials & Case Studies
Many of your buyers or partners have already seen success with your product, so why not amplify their stories? Customer case studies, testimonials and reviews are valuable digital currency that can be proudly displayed to build trust with new audiences, making them a strong digital selling tool.
Case Study: Digital Marketing for Manufacturers
One of our clients, a U.S.-based plastic sheeting supplier, originally came to us because they sought to expand their reach nationally amidst increased domestic demand.
KWSM developed and implemented a multi-faceted digital marketing strategy, focusing on SEO, blogging, and targeted email campaigns. By optimizing website content, creating valuable blog resources, and delivering personalized email communications, we helped them significantly increase organic web traffic and generate a 48% year-over-year increase in leads.
Our data-driven approach not only boosted sales, but also solidified the company’s position as an industry leader, enabling them to capitalize on growing market opportunity at the ideal time.
By embracing digital marketing from all angles – web and search, email, and social media – manufacturers and distributors can improve their brand visibility, generate leads, and drive sales in today’s competitive marketplace. A strong digital presence can even help you position your company for a successful acquisition.
Don’t miss out on the opportunities that digital marketing offers your supply-side business. Contact KWSM using the form below to start a conversation about your company’s marketing strategy.
