This market is changing very quickly. Industrial customers are increasingly looking for information about suppliers on the Internet. Therefore, manufacturing companies must take into account modern trends and implement new opportunities.
Manufacturing Digital Marketing Trends
Let's take a look at 4 digital marketing trends that will help you stay competitive in a changing market.
The sales cycle in the industrial sector has become longer
The purchasing process is office 365 database becoming increasingly lengthy. The fact is that customers make decisions based on complex algorithms. In addition, demonstrating the value of your product is becoming increasingly difficult. Thus, before purchasing a product or service, the consumer makes many contacts with your and a competitor's brand, studies different points of view, forms a list of priorities and goals. Therefore, it is necessary to get ahead of your business competitors at all stages of the purchasing decision.
It is worth noting that you may not know all the people involved in the purchasing process. Plus, some important criteria for choosing suppliers for customers may not be obvious. The demand for distributors and trading partners is gradually decreasing. If word of mouth used to be the most important means of promoting a business in the manufacturing sector, today buyers prefer Google and Yandex.
The process of analyzing suppliers is becoming more and more time-consuming. At the same time, potential buyers use more sources to research companies than before. The client often makes a decision about concluding a deal even before contacting the manufacturer. On the one hand, this complicates sales, but on the other hand, you have new opportunities to attract buyers using the Internet.
The priority area of digital marketing is the creation of quality content . Plus, you need to ensure that information about your company is easy to find on the Internet. To do this, you need to use search engine optimization (SEO) and digital advertising.
SEO for Manufacturing Marketing is gradually evolving
If you plan to attract customers, you need to send them to your website. However, this task is becoming increasingly difficult. The problem is that network algorithms focus on their own content, sites try to retain users. Therefore, it is not so easy for businesses to increase traffic to their sites.
Now referral traffic from social networks for many companies has become almost zero. However, this is not the worst of it. Search engines have also reduced the amount of organic traffic that is sent to the resources of manufacturing enterprises.
Google is increasingly using snippets of information from websites when forming search results. A visitor types in a query and sees the information he needs at the top of the search results page. This way, he can find out everything he needs without even opening the site.
Try googling your company name – you will see that the phone number, address of the enterprise and reviews will be displayed directly in the search results – the client does not need to go to the resource. The same situation is observed when forming questions: systems most often take answers from the content of large sites (for example, from Wikipedia).
Keep in mind that brand search is an extremely important aspect of manufacturing marketing. The more reputable the company, the better. When generating search results, search robots give preference to popular brands. And users are more likely to open sites that are familiar to them. Compare your resource and online activity with your competitors - this way you will identify your strengths and weaknesses.
Don't forget that the site should be as convenient as possible for mobile devices. Users increasingly use smartphones when searching for information. Google has long been focusing on mobile devices when indexing. In other words, the system uses the appropriate version of sites for indexing and ranking.
Web resources that are not optimized for smartphones tend to receive fewer user redirects. The more organic traffic, the higher the return on investment in IT-PR, so be sure to consider this factor when managing manufacturing marketing.