This blog post was updated on 4 May 2023.
For many manufacturers, marketing is not at the top of their priority list. This is fine if you are a big brand that consumers know well, but what if you are not? Let’s explore some top tips for digital marketing for manufacturers.
Pay-per-click (PPC) campaigns
PPC campaigns allow you to generate leads through the use of paid ads online. You should carefully consider the placement of your banners. You should also have a rule in place to ensure that none of your distributors aim for the same ad position as you or each other. Thinking about the content of your banners and making sure that they include all of the relevant keywords is also vital.
The main concern for manufacturers here is that if distributors are allowed to use the same keywords as them, the competition for these keywords will be high and the cost-per-action is going to increase. If you do allow your distributors and resellers to use your brand term as a PPC keyword in their ads, you can use words such as “official” in order to make sure that you still stand out from them.
Social media
It would be ideal for you to have a website, but even if you do not, you can still use your social media channels to promote yourself and what you do. Utilising social media platforms is a great way of increasing brand awareness, and you can use these platforms to post about new products or events. Distributors and resellers are usually more active on social media than manufacturers are, however you can support them too by making them aware of any promotions or seasonal events you have on your products.
Nurturing the relationship with your distributors
For any manufacturer, having a positive relationship with their distributors and avoiding conflicts of interest is very important. Having a legal agreement signed by your distributors will make it easier to track which keywords they use and will prevent them from using the same keywords as you without your consent. Your aim should be that of establishing a cooperative strategy with your distributors and resellers. The best way to eliminate conflict is to compete in the right space, finding opportunities and gaps.
Want to learn more?
I hope this blog post has been a useful introduction to the topic of digital marketing for manufacturers. For more in-depth information and advice, read my full-length guide here! From reading this guide, you will learn:
- How a strong digital marketing strategy can benefit manufacturers, and the main points to consider before you make a start.
- The main areas of digital marketing that manufacturers should consider when coming up with a strategy.
- How you can establish good relationships with your distributors, so that you can both compete within the right space.
Samantha Brazel
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