What do the Best Marketing Firms do for Manufacturers?

The manufacturing industry is no stranger to unique challenges in marketing products. To overcome these obstacles effectively and achieve the desired results, manufacturers often partner with specialized marketing firms. 

The best marketing firms for manufacturers boast in-depth industry knowledge, proven strategies, and hands-on experience in crafting tailored marketing campaigns that captivate target audiences.

Manufacturers often grapple with complex sales cycles, highly technical products, and a cutthroat market. This emphasizes the need to collaborate with marketing firms that understand these unique challenges and have the expertise to address them.

In this article, we’ll explore the diverse services and strategies offered by marketing firms for manufacturers and how they bring immense value to your business. From devising tailored content strategies, supervising execution and implementation, providing coaching and consulting, and measuring success, we’ll uncover how these firms help manufacturers flourish in their respective markets.

Key Takeaways:

  • Manufacturers looking for marketing partners should prioritize industry experience.
  • The best firms will take a holistic approach to digital marketing for manufacturers, including web development, content strategy, and implementation services.
  • Manufacturing marketing firms should value long-term relationships and see themselves as partners in your path to mutual growth.

Comprehensive Marketing Strategies

A marketing agency will take the reigns of your marketing efforts and develop a comprehensive strategy to drive growth.

A Good Marketing Strategy Requires an Insightful Audit

When developing marketing strategies for manufacturers, top marketing firms start with a comprehensive audit. 

This serves two purposes. First, it prevents marketing agencies from wasting time promoting solutions you don’t really need. Secondly, it helps the marketing firm develop a tailored marketing roadmap for your business.

For more on what marketing audits are and why you need one, see this video by Marketing91:

Source: Marketing91 on YouTube

The Ultimate Guide to Digital Marketing for Industrial Companies

Understanding Industry Challenges

When marketing their products, manufacturers encounter unique problems that can be difficult to address without a significant amount of time and resources.

Long Sales Cycles

Manufacturers often deal with long and intricate sales cycles involving multiple stakeholders such as distributors, wholesalers, and end users. This complexity makes it challenging to create marketing strategies that effectively address the needs of each party while guiding prospects through the sales funnel.

Technically Complex Products

Products can be highly technical, with specific features and capabilities that an average customer may not easily understand. 

Manufacturers must effectively communicate their products’ benefits and unique selling points to various audiences in a clear and concise manner.

Limited Brand Visibility

Unlike consumer-facing brands, manufacturers often have limited brand visibility in the market. This can make it difficult to establish brand recognition and build trust among potential customers. 

Manufacturers must work harder to create compelling marketing content and strategies that demonstrate their expertise, build credibility, and foster strong relationships with their target audience.

Effective Website Design and Development

There isn’t a more important marketing tool in 2023 than your website. It’s where most customers will research your solutions and initiate contact. It’s also where you’ll attract traffic via web searches.

The best marketing firms for manufacturers have strong knowledge of website design and development. They should have the expertise to design your website from the ground up, starting with a blueprint and incorporating important SEO best practices.

An illustration of 8 best practices that relate to SEO, which is critical for a marketing firm for manufacturers to understand.

Image Source

Content Strategy Aimed at Thought Leadership

Content will inform every stage of your customer’s journey. Customers need content that is both informative and entertaining to stick around long enough for you to make the sale. 

However, only 41% of B2B marketers have a documented content marketing strategy. This is due to the difficulty in creating and maintaining an effective content strategy—an expense that many small and medium-sized manufacturers just don’t have time for. 

For this reason, manufacturers need to consider hiring a marketing firm that can take on the job for them.

Strategies Tailored for Manufacturers

To create effective content for manufacturers, marketing firms develop strategies that include:

  • Blog posts
  • Whitepapers
  • Case studies
  • Videos
  • Images
  • Email marketing

These materials should address specific industry pain points and offer solutions, ultimately boosting brand awareness and driving sales.

Each piece of content should thoroughly demonstrate manufacturing experience by speaking directly to your preferred audience of design engineers, MROs, and procurement officers.

Execution and Implementation Services

Active oversight of marketing roadmaps is essential for success. Marketing firms for manufacturers provide consistent progress toward goals, ensuring a seamless marketing experience.

Overseeing the Implementation of Marketing Roadmaps

A strong marketing partner should add value to your business by taking the stress of advertising off your shoulders. 

Marketing firms should supervise strategy execution, ensuring tactics are on schedule and allowing clients to focus on core business operations.

Adapting Strategies Based on Performance and Market Changes

While you’re developing solutions and enhancing your core business operations, a marketing partner should continuously evaluate and enhance marketing strategies.

Continuous monitoring and analysis are necessary to adapt marketing strategies based on performance and market changes. This helps manufacturers stay ahead of the competition.

Coaching and Consulting Services

Marketing firms for manufacturers provide expertise and resources that help maximize the impact of marketing efforts. This ongoing guidance and support contribute to successful implementation.

Coaching and Strategy

Marketing firms for manufacturers can serve as coaches or strategic advisors, offering regular coaching sessions, strategic planning support, and ongoing analysis and research to support a manufacturer’s internal marketing team. This helps manufacturers make informed decisions and optimize their marketing efforts for maximum impact.

Ensuring Effective Internal Implementation of Marketing Strategies

A marketing firm should see itself as a partner in your business. As their effort grows, so do you. This means helping to hold teams accountable, offering guidance and troubleshooting, and keeping marketing efforts on course.

Measuring Success and Adapting

Tracking and measuring marketing efforts is crucial for understanding their impact and making data-driven decisions. Marketing firms for manufacturers monitor key performance indicators (KPIs) to evaluate success.

An infographic with 11 marketing KPIs that a marketing firm for manufacturers should track.

Image Source

Utilizing Data and Analytics to Optimize Results

Data-driven insights help marketing firms refine strategies, identify trends, and evaluate performance. This ensures optimal results for manufacturers.

Learning from successes and failures and adapting strategies to changing market conditions is vital for long-term marketing success. Marketing firms for manufacturers prioritize these continuous refinements to achieve the best results for their clients.

The Best Marketing Relationships Start with a Conversation

Partnering with specialized marketing firms for manufacturers is essential for overcoming industry-specific challenges and achieving marketing success. 

By offering comprehensive strategies, tailored content, hands-on execution, and ongoing support, these firms ensure your manufacturing business thrives. 

Start a conversation with Shanahan Strategy today and discover how we can help you succeed in the competitive manufacturing landscape.

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.


Other Recent Articles