Why Every Manufacturing Business Needs a Marketing Agency

Small and medium-sized manufacturers face a difficult task in marketing their products in today’s digital world. The marketplace is overflowing with competitors, ever-changing trends, and new technologies.

In today’s blog, we will explain how partnering with a manufacturing marketing agency can help you navigate these challenges and accelerate growth for your manufacturing business.

Key Takeaways:

  • Manufacturing businesses face unique challenges and need marketing partners with experience in their specific industry.
  • Collaborating with a marketing partner can boost your ROI and optimize your marketing strategy with far less effort than doing it alone.
  • Working with a marketing agency frees up time and resources for the manufacturing business to focus on other areas of the business, such as production and operations.

Manufacturing Businesses Face Unique Marketing Challenges

If you’re unsure of whether to work with a marketing agency, ask yourself if you ever encounter any of these problems.

Technically Complex Product Offerings

Manufacturing businesses often deal with complex, intricate products whose value is challenging to explain in a marketing brief.

Niche Audiences

Many manufacturers serve specific industries or narrow customer segments. This requires digital marketing efforts which are precisely targeted and tailored to the right audience.

Adapting to Evolving Technology and Marketing Trends

Focusing on improving your products while staying on top of digital marketing trends presents a difficult hurdle for small and medium-sized manufacturers to overcome.

Long Sales Cycles

Manufacturing companies tend to experience longer sales cycles due to the high level of investment and the complexity of the decision-making process.

An illustration of a B2B sales cycle. Its length and complexity are one of the reasons it’s important to use a manufacturing marketing agency.

Image Source

Stiff Competition in the Digital Space

Standing out in a crowded marketplace requires a significant time and dollar investment, which can be daunting for those without dedicated marketing teams.

The Ultimate Guide to Digital Marketing for Industrial Companies

If you’re finding it hard to overcome any of these hurdles in your marketing strategy, a marketing agency might be the ideal solution for you.

6 Benefits of Working with a Marketing Agency for Manufacturers

A dedicated marketing agency can alleviate the stress of targeting niche audiences and keeping up with marketing trends. Here are six ways in which a marketing agency could make your life easier.

1. Tailored Strategies to Reach Narrow Buyer Segments

Marketing agencies for the manufacturing industry have a deep understanding of buyer behavior and preferences and can develop tailored strategies to reach your target audience effectively.

2. Insightful Marketing Audits and Custom Strategies

Marketing is ever-evolving. Developing an effective strategy means taking a close look at what you’re doing right and wrong and making adjustments on the fly. If you choose to work with a marketing agency, expect a thorough evaluation of your current marketing efforts followed by specific, actionable feedback on where to begin optimizing your strategy.

3. Time Savings

There’s only one thing more valuable than your bottom line: time. It’s one thing you can’t get back if you waste it on inefficient marketing efforts. Working with a marketing agency can help you get your strategy right from the start, improving ROI and helping your business rapidly expand.

4. Improved Web-Design and Development

According to research, 65% of B2B buyers prefer to self-navigate through the purchase process, making your website your most important marketing tool in 2023. Modern digital marketing agencies can help you create websites that are not just visually appealing but follow comprehensive conversion rate optimization (CRO) procedures.

An image illustrating an example of a CRO procedure, which is critical for a marketing agency for manufacturers to employ.

Image Source

5. Content Strategy

A marketing agency should help you develop a comprehensive content marketing strategy that builds trust and showcase your brand’s expertise. Providing valuable insights to potential buyers is the best way to show good faith, generate trust, and build long-term relationships with your buyers.

6. Ongoing Support and Optimization

A dedicated marketing agency will provide ongoing support and service. They’ll track your marketing efforts and continually optimize them so you can focus on what you do best: developing the best solutions for your customers. This ensures your marketing efforts will remain effective and relevant over time.

How to Choose the Right Marketing Agency for Your Manufacturing Business

The right agency will understand your market, your products, and how to promote them to the right buyers at the right time. The wrong agency will overpromise, underdeliver and hinder your brand’s development and growth.

When searching for a marketing agency for your manufacturing business, consider these five factors.

1. Industry Expertise

Seek a marketing partner with a proven track record in your industry. This ensures the agency will have a deep understanding of the unique challenges and opportunities your business faces. They’ll need that expertise to develop tailored strategies that resonate with your target audience.

2. Comprehensive Service Offerings

Look for an agency that offers a wide range of marketing services. This includes things like:

  • Strategy and planning
  • Execution
  • Optimization
  • Content marketing
  • Digital marketing techniques, including SEO and web development.

This way, the agency can provide a seamless integration of varied marketing tactics to meet all of your needs.

3. A Strong Understanding of Digital Marketing

The digital front should be the most important focus for your marketing agency in 2023. Make sure the marketing agency strongly understands digital marketing tools, technologies, and platforms. The agency also needs to be adept at leveraging the latest trends will help your business stay ahead of the competition.

SP Home Run Inc. has a great video on how to gauge how effectively your marketing agency is using the latest technology and best practices in their marketing strategies:

Source: SB Home Run Run on YouTube

4. Transparent Communication

A reliable marketing agency should be transparent about their internal processes, performance metrics, and periodic reports on progress and strategy updates. An agency that is forthcoming about their work is committed to your long-term success as much as their own.

5. Cultural Fit

Consider the culture and philosophy of the agency you choose to partner with. You’ll want an agency that shares your company’s values and vision to ensure a strong working relationship with them, which is crucial to long-term mutual success.

Ultimately, try to find a marketing agency that is responsive, collaborative, and committed to helping your business achieve its marketing goals.

Shanahan Strategy: A Potential Partner for Your Manufacturing Business

Partnering with Shanahan Strategy can provide significant benefits to your manufacturing business, from tailored strategies to ongoing support and optimization.

With industry experience, technical expertise, and a focus on long-term success, Shanahan can help you navigate the complex world of digital marketing.

Start a conversation with Shanahan today and explore how a mutually beneficial relationship can transform your marketing efforts and boost your bottom line.

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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