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marketing for manufacturing

Marketing for Manufacturing: 6 Digital Marketing Tips To Get Started

Digital marketing is a must for manufacturing businesses that want to reach their audiences with online tools and platforms. Many are doing so and are using these tools to reach people and businesses that are searching for their solutions.

As a manufacturer it’s important to review your goals and then pick the best platforms and tools for your needs. And it’s important to have the right budgets too, so you can reach your target markets easily.

The six digital marketing tips I’ve listed here will help you to get your marketing plans started. This will help you to set up effective campaigns and if you have any questions you can contact me below to discuss.


1. Invest in Google Ads

A good marketing strategy for manufacturing companies is to create and manage Google Ads campaigns. This platform has many campaign types that will help your business target its markets online effectively. These campaigns include Search, Display, Local, Remarketing and others.


These campaign types all serve different purposes and depending on your goals you will choose the ones most relevant.

For example, if you want to raise awareness for your products with videos and image ads, then Video and Display campaigns would be the best. And if you want to target people that are searching on Google and its partner websites, then a Search campaign would be one of the most ideal.

Or if you want to bring  people back who have been on your website before, then a Display Remarketing campaign would be one of the best for you.


2. Review your landing pages

Part of your marketing and advertising efforts should include having a well constructed website with targeted landing pages. These landing pages you’ll use for your advertising campaigns on platforms like Google Ads, Facebook Ads, LinkedIn Ads and others.

Check how engaged your visitors are and take action to improve this if the performance is poor. For example, if your bounce rates are high like over 70% and have a low Average Session Duration, then you should work to improve this.

Bounce Rate

Make sure that the most important elements are above the fold and easily accessible from mobile devices, without a lot of scrolling. So, the least important content should be at the bottom of the page.


3. Conduct competitor research online

Seeing what other manufacturers in your sector and industry are doing with their marketing strategies will help you to create yours. Using free tools and reports you can see where competitors rank and what ads and keywords they have in their campaigns.

A powerful platform that will help you with this is SERanking. It has a competitor research tool that helps you to see how much they spend per month on average and which search terms and keywords they appear for.

Competitive Research

For reports,  you’ll be able to see the Auction Insights report in your Google Ads account. You’ll find this report in your campaign under the Keywords and Ag Groups tabs.

It shows how many impressions you and your competitors are getting for the keywords in your campaign. And you’ll see how often your ads and competitor ads appear in the top and absolute top sections of the results pages.

Auction Insights


4. Target people who are searching

An effective marketing strategy for manufacturing companies is to target people and businesses who are actively search for their products and business. This helps to achieve high conversion rates and increased sales volumes.

Using Google Ads as described above and other PPC advertising platforms, it’s possible to target active searchers on search engines like Google.

To get started you should carry out some research to find the searches that people use. And in your Google Ads account you’ll find the Keyword Planner tool which helps you to find those keywords. And you can use the forecasting tool to get traffic volume estimates and budget suggestions.

Keyword Planner Tool


5. Track your sales or leads

Tracking sales or leads is one of the first things to do as you create your marketing campaigns. This tracking will help you to see which ads, keywords, traffic sources, platforms and more are driving sales or enquiries and you can then optimise them effectively.

There are many Analytics tracking tools but one of the best is Google Analytics. This will track all your traffic sources and provide you with detailed reports on how they are performing.

In the Admin section in your account, you’ll see the ‘Goals’ link. And you can use one of the templates to create goal tracking. And if you’re running Google Ads campaigns, you can link this account to your Analytics account and import the goals for conversion tracking.

Analytics goal setup


6. Hire a PPC consultant

Working with a pay per click (PPC) consultant to set up and manage Google Ads campaigns for your business is an option to consider. They will help you with keyword and competitor research and will create a strategy to help you promote your products and business.

However, finding the right person or agency can be a challenge sometimes. There are many PPC consultants to choose from and it can be hard to differentiate the good from the average.

So, you should check they have experience working with other manufacturers and have reviews and case studies to prove it. Also check if they are a Google Partner and are certified.


Case Study

Macsa is a leader in technological innovation with customers in the food, drink, cosmetics, automotive and other industries. They were working with a digital agency that had set up their campaigns but not managing them effectively. The agency was also unreachable most times. I created a new campaign and we worked together to achieve a 50% increase in click through rates (CTR) with about 24 quality enquiries per month. Read the full case study.


Get in Touch

As a PPC expert for manufacturing businesses and other industries, I can help you set up and manage effective campaigns. Use the form below to contact me to discuss your requirements.

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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