Digital marketing for B2B manufacturing does provide a return on investment (ROI), but its effectiveness depends on various factors such as the strategy employed, target audience, industry dynamics, and the specific goals of your marketing campaign.
Most importantly success depends on … PATIENCE.
Here are some ways in which digital marketing can contribute to ROI for B2B manufacturing:
Increased Brand Visibility:
A strong online presence can enhance your company’s brand visibility and awareness within your niche market. This can lead to increased trust and consideration when your buyers are making purchasing decisions.In fact, I often call brand visibility the offensive front line of your online marketing campaigns.
Digital marketing allows your B2B manufacturing company to generate leads through online channels. Strategies such as content marketing (i.e. mostly, blog production), search engine optimization (SEO), and social media marketing can attract potential clients, resulting in increased opportunities for your sales group.
Digital marketing often offers more cost-effective advertising options compared to traditional methods. Pay-per-click (PPC) advertising, social media advertising, and email marketing can be tailored to specific budgets and audiences, maximizing the value of your marketing dollars spent.
For example, the targeting capabilities of Linked Ads can directly target your buyers and make your buyers’ experience very personal, making for more cost-effective lead generation.
Data-Driven Decision Making:
Digital marketing provides extensive data and analytics that enable your business to measure the performance of their campaigns. This data can be used to make informed decisions, refine your strategies, and allocate resources more efficiently, ultimately improving ROI.
If used properly marketing automation platforms such as HubSpot can easily provide data that defies conventional wisdom from John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
Marketing automation puts that conventional marketing wisdom to bed once and for all.
Creating valuable and relevant content, such as blog posts, whitepapers, and videos, can establish your B2B manufacturing company as an industry authority. This can attract potential customers and foster trust, leading to long-term relationships and repeat business.
One of the best examples of great content leading to lead generation is the Indium Corporation based in New York state.
I wrote about the Indium Corporation back in 2013 (Can you believe ... 10 years ago?). Indium Corporation has basically built a lead generation machine out of great content led by their leading engineers posting informative content on their blog.
Now when at industry trades shows, potential buyers ask for engineers by name based on their familiarity from online content.
B2B manufacturing companies can leverage social media platforms for networking and engaging with potential clients. Building relationships on platforms like LinkedIn can contribute to lead generation and customer retention.
I spoke with a good friend that manages a distribution location for one of the largest filtration manufacturers in the world. He has a salesman in Chicago that exclusively uses Linkedin for lead generation. I asked my friend why all his sales groups do not use Linkedin for lead generation?
His response, “Good question”.
It's important to understand that the success of digital marketing efforts in B2B manufacturing is often a long-term process, and results may not be immediate. Again, patience!
Additionally, the specific strategies and channels that work best can vary based on the unique characteristics of your industry and your target audience. Regularly assessing and adjusting the digital marketing strategy based on performance metrics from your marketing automation platform is crucial for optimizing ROI over time.
Need a little help crafting your B2B marketing strategy? , give me a call or contact me via email.
A passionate marketer attempting to change the way industrial marketers leverage the web as a growth-oriented, lead generation machine. View all posts by Tom Repp