Some marketing sites will urge manufacturers to use phrases like “state of the art” and “precision engineered” in their marketing copy. Unfortunately, no one searching for manufactured products or manufacturing services ever searches on “state of the art” or “precision engineered” or any other vague term: they search for what they want, whether that’s a Phillips head screwdriver or an industrial generator.
Here are 4 marketing tips for manufacturers that actually work:
- Use Long Tail Keywords. These are search terms that are very precise and usually several words long (for example, “150 watt portable generator”). Long tail keywords in your marketing copy attract people who are actively looking for what you are selling–and are well on their way to becoming buyers.
- Keep Your Website and Social Media Active. The more reasons you create for people to click onto your site, the better. But if your website has become stagnant, without new blog posts, videos,news releases, or case studies, you have nothing to link to with your social media posts and your customers have no reason to return. According to one survey, 82% of manufacturing marketers attribute more content creation for an increase in success over last year.
- Write in Clear Language Focused on the Customer. Yes, your customers may be experts in their field but they aren’t experts in your field; that’s why they are coming to you for what they need. If your just-in-time, flexible manufacturing system is worth boasting about, let customers know how it helps them. Define acronyms, even if you believe everyone knows them, and do not ever invent your own jargon (“advanced processing system application scenario”).
- Use photos and video liberally. The Content Marketing Institute discovered in its 2018 survey that the top three successful content marketing approaches were social media, email newsletters, and video. Post videos showing your manufacturing processes, use or maintenance of your product, or your equipment working at a customer’s site, to create an instant connection to potential customers.
If you have trouble finding the time and resources to create content–whether for website, newsletter, videos, or social media posts–you may want to hire a freelance writer with experience writing for both international and local manufacturers, including manufacturers of medical equipment, borewelders, and cables. TWP Marketing & Technical Communications is ready to help.