4 Marketing Trends in Manufacturing to Know for 2022

It’s no secret that the manufacturing industry is always evolving. As a result, leaders in this field need to stay on top of the latest trends to continue thriving in business and attracting quality clients. Should you drop the ball, it could hurt your bottom line long-term. That’s why it’s crucial to know the top marketing trends in manufacturing so they can be incorporated into an overall business strategy.

In this article, you’ll learn 2022’s biggest manufacturing marketing trends, so you don’t have to risk losing clients to your competitors. Instead, you can have an edge that will help you stand out from the crowd.

Key Takeaways:

  • Knowing the latest trends can help your creative juices flow and ensure your marketing strategy never gets stale.
  • Content marketing is a trend every manufacturing company should get on board with, particularly by creating more video content to reach potential buyers.
  • Don’t neglect your email list, as it can be an essential element in building relationships with those who engage with your company.

Why You Should Monitor the Marketing Trends in Manufacturing

There’s no doubt that the manufacturing industry is a rather popular sector, which is made evident by the Manufacturing Employment Index in the United States hitting above 50% every month so far in 2022. With positive development in the job market for this field, it’s a reminder to take marketing seriously for a manufacturing business of any kind. Not only does it help attract desirable clients, but it can generate interest for any open jobs as well. People will see manufacturing as an exciting field to work in.

Graph from Statista showing the Manufacturing Employment Index in the United States from April 2021 to April 2022.

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Part of successfully marketing any type of business is being aware of and implementing the latest trends. However, many businesses fail to take this information into consideration. They stick to their tried and true methods, doing what they’ve always done instead of experimenting. While there’s nothing wrong with doing what works, you’re missing out if you never try something new.

Here are a few reasons why marketing trends in manufacturing should be monitored:

  • You’ll Stay Updated with What’s Happening in Your Industry: Staying up-to-date with the latest news shapes your content, your business strategy, and can inform you of what your competitors are up to. This will prevent you from falling too far behind the others in the field.
  • They Can Provide a Wealth of Inspiration: If you’re feeling stuck for content ideas, the latest trends can get your creative juices flowing. When you see which topics others are talking about, you can cover the same ones by putting your own spin on things.
  • It Keeps Your Strategy Fresh: Sticking to the same old strategies can get stale after a while. Trying new things based on what’s popular in the industry can create a lot of excitement and generate new interest. This will ultimately help you with lead generation as well.

4 Marketing Trends in Manufacturing to Know for 2022

To help you get started, here are four of the most relevant and worthwhile marketing trends in manufacturing that your business should consider implementing this year:

Video: Manufacturing in 2022 – Five Emerging Trends in the Industry

1. Get Serious About Content Marketing

According to research from Semrush, 78% of brands that were successful with their content in 2021 had a documented content marketing strategy in place. Content marketing offers tons of incredible benefits for business growth. It allows you to increase your organic search traffic, boost brand awareness, and can even play a role in skyrocketing your conversion rates. However, the key to success is knowing where to invest your content marketing budget.

Graph from Content Marketing Institute showing the areas of manufacturing content marketing investment in 2022.

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Content Marketing Institute’s data shows that video is the most popular focus for marketers in the manufacturing industry. If you haven’t yet incorporated video into your content strategy, it would be worth considering. Think about what kinds of videos you could film, which platforms to use, and the topics that would be of interest to your audience. Then, begin creating!

2. Automate Your Marketing Efforts Where Possible

Marketing a business can take quite a bit of time and effort, but you can be more efficient when you automate different tasks that you repeat on a regular basis. That’s why it’s one of the best marketing trends in manufacturing to implement if you’re looking to save time.

For instance, you can have an automated welcome sequence go out whenever someone joins your email list. This allows you to build a relationship at a time when they’re most engaged. And, of course, you can also automate a portion of your customer service with the help of chatbots. They make it easy to address commonly asked questions, and deeper issues can be passed along to a human team member.

3. Use Email Marketing to Nurture Leads

Social media is a fantastic marketing tool for manufacturing businesses of any size. However, there’s one main downfall of relying too heavily on these platforms. You’re building your online presence on rented land. You don’t own Twitter or Facebook, and should they shut down one day, you’d lose all of the hard work you put into them. Now, that doesn’t mean you shouldn’t use them. It just means you should invest time and effort into something you own: email marketing.

Graphic from Oberlo stating nearly nine out of every 10 marketers use email marketing to distribute content organically.

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Nearly nine out of every 10 marketers use email marketing to organically distribute content to their audiences. And for good reason! When you secure someone’s email address, you can stay in touch with them long after they’ve left your website. Plus, you don’t have to worry about battling social media algorithms to get their attention. You can use email to share content and keep them updated with what’s happening in your company. The benefit of this is that you’ll be able to nurture relationships over time, allowing you to turn subscribers into paying clients.

4. Host In-Person or Virtual Events

One of the marketing trends in manufacturing that you shouldn’t overlook is the power of a live event. Whether hosted in-person or online, an event is a fantastic way to establish connections and build relationships with potential buyers. Other businesses can be invited to attend to see real-time demonstrations of products or have their burning questions answered. This can help boost sales since people will have more confidence in your offering and will want to make a purchase.

If you want to save money while hosting events, go virtual. An event over Zoom can be just as effective. Plus, people don’t have to worry about traveling to attend an event in person, which could increase attendance. Consult with past and potential clients to see if they’re interested before moving forward.

Let’s Chat About Your Marketing Efforts

Here at Shanahan Strategy, Inc., we can help you assess the current status of your marketing efforts. We’ll identify any areas of concern, gain clarity on your goals, and develop a plan to help you move forward with success. After all, we’re passionate about helping you generate more traffic, conversions, and income.

Request a consultation from our team to learn more.

How About a Conversation?

You know the results you want. We know how to achieve them. Let’s talk to see if we’re a fit. This is what we help industrial marketers navigate every single day. 

The initial consultation is free.  If you’re thinking, “this is exactly what we need,” then let’s talk. We want to hear about your goals and frustrations. If there’s an opportunity to work together, great. If not, we’ll point you in the right direction. Get in touch or request a consultation.


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