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5 Digital Marketing Strategies For Manufacturers (Guide 2023)


5 Digital Marketing Strategies For Manufacturers (Guide 2023)

85%of fabricators utilize marketing strategies for manufacturers to boost traffic, conversion rate optimization, and sales. If your business is still part of the 15% of the pie, it’s time to reconsider your business decisions for online marketing.

If you’re looking to increase prospective customers, widen your existing client market, and expand your revenue, you’re in the right place. In this post, we will be discussing how to set up your digital marketing strategy, 6 ways to execute it, and how you can evaluate your efforts to check if you’re on the right track.

By the end of this post, you’ll be well equipped, together with your marketing team, with the knowledge it takes to shift you from being part of the 15% to becoming one of the 85% who have leveraged digital marketing strategies to reach your business bottom line.

Let’s start by considering how you can set up your digital marketing strategy.

Setting Up Your Digital Marketing Strategy

When creating a digital marketing strategy, you need to set up initial jump-off stages before everything starts moving. This allows your sales teams to have a general overview of your plan, get well acquainted with aspects of marketing and from there, you can start going through the actual implementation.

A. Building Your Buyer Persona

First on the list is setting up your buyer persona for your sales funnel. A buyer persona is a representation of the ideal customers you want to target for your marketing campaigns. Without it, you’ll just be firing blindly into the crowd and possibly hitting unnecessary audiences at the same time.

Building your buyer’s persona requires you to rely on accurate and actionable data, so it will take much research, study, and information gathering on your target market from a previous buying journey. However, that’s not going to be much of a problem if you already have existing clients, as you can also use that as a baseline.

Here’s a list of some starting points you can go for when building your online buyer persona:

  • Age
  • Location
  • Interests
  • Challenges
  • Business Size (B2B)
  • Spending Capabilities

To gather location data, you can use web analytics to determine the source of your current website traffic. This is a great way to also check on other prospective sites for potential marketing campaigns in the future.

B. Deciding Your Strategy Goals & Tools

A solid strategy needs to have goals and the necessary tools to follow through to meet them. Your marketing goals need to align with your business’s organizational goals and corporate goals to make sure that you are hitting the right targets.

If your business plans to grow your list of clients by 25%, then you need to double that amount in lead generation and conversions on the marketing side.

Now, tools are an integral part of any strategy. If your marketing strategy involves showcasing growth statistics and profit revenues, the best tool to use is cloud accounting services. That way, you will have a reliable avenue for getting the necessary data in creating your marketing material.

Goals make your task attainable, efficient, and convenient – crucial factors in ensuring that your digital tactics are as ideal as they can be.

C. Inspect Your Current Marketing Channels

Creating your digital strategy doesn’t mean that you have to start from scratch. Gather data on what you currently know from your marketing assets. This ensures that you also have a streamlined marketing plan.

To get a better grasp on this, split your assets into three distinct parts:

Paid: Paid media primarily revolves around assets that you financially invested in like social media influencers or regular advertising (Google Ads)

Owned: Owned media is existing content that you created on the net like podcasts, videos, or even blogs.

Earned:  Earned media is what people have to say about you and your business. This category revolves around testimonials, reviews, special mentions, recommendations, and all that.

Once you’ve compiled all your existing assets, start going through them and filter those that will benefit your digital marketing strategy and those that won’t. That way, you ensure that you won’t have repetitive assets.

6 Ways To Execute Your Digital Marketing Strategy

Now, after you’ve collected the data and have achieved laying out your goals, tools, and assets, it’s time to start your digital marketing strategy. There are a lot of methods and ways that you can use to achieve your goals, and each one has its own respective benefits and uses.

1. Content Creation

The first step on the list is content marketing strategies. This heavily leans on creating blogs for your niche and it’s one way for you to expand on your digital marketing strategy to speed up the buying process for the internet traffic you get from organic search.

1672589707 30 5 Digital Marketing Strategies For Manufacturers Guide 2023

The more actionable the content is, the better chances you have in building authority. If you are an authority in producing high-quality manufacturing content, you’ll have more chances in gaining traffic and leads.

To get a solid idea of what an ideal blog should look like, take my favorite article about the best podcast editing software as an example. Study how they formatted the piece and how they choose the images to include (valuable not just decorative. They also added relevant links to make it easier for the reader to take action when a suggestion is made.  

But the benefits of this inbound marketing tactic don’t stop with visitors and research. It also helps in making sure that your existing clients or those interested in your services also grab more valuable information to nurture customer retention and customer loyalty.

Other than blogs, you can also create content like:

  • eBooks
  • Case Studies
  • Statistical Research
  • Product Specifications

In general, these types of content are great for manufacturing companies as they can provide more technical knowledge on the niche products you are selling. You can also use your buyer persona to mold and shape your content strategy to suit your target audience.

You don’t have to start with long-form content. You can do what this hotel review blog by Luxurymodo did where they briefly described the best hotels in a certain location to get tourists a quick idea of where to stay for their vacation.

2. Email Marketing

E-post marknadsföring is a tried-and-true method when it comes to digital marketing. It’s a no-brainer if you want to maximize your strategy’s potential. Email is still one of the most used digital communication methods, with around 4.2 billion users in 2022 alone.

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In one study, manufacturing digital marketers found email marketing responsible for 75% of year-over-year improvements in their ROI. That’s actionable data and proof that email marketing is more than alive but thriving for the manufacturing industry.

Email marketing offers a huge potential for reaching your marketing goals faster when working alongside other digital marketing methods. Over time, you’ll generate hundreds of leads using the method. Make sure to create a data pipeline to streamline all necessary information to help you nurture leads, predict trends, and identify loopholes you can work on.

3. Social Media Platforms

Social media platforms are a great way to promote content and boost online presence. If you have existing blogs, videos, podcasts, or even awards, then social media is the perfect place to boost or repurpose these content types.

One thing great about marknadsföring i sociala medier is that you’re not only marketing for possible clients but also talent.

LinkedIn, Facebook, and other social media platforms are great areas to attract potential talent. If you consistently update and post content related to business success, these are effective methods for gaining positive perceptions from both ends of the spectrum.

If your branding isn’t much of a good fit for social media platforms, hire brand designers as an added measure to create a much more friendly graphic of your images and other visual content to suit the themes of social media better.

Managing your social media accounts will get overwhelming as your audience increases. This can take up a lot of space on your already-full plate. When you get to this stage, it’s best to hire a social media assistant to manage all your accounts and ensure someone interacts with your potential clients and all your platforms publicera content on time.

4. Video Production

Video content is a powerful tool for digital marketing but, at the same time, one of the most complex materials to get right. One statistic reports that video marketing generates the most conversions among all content types.

1672589707 210 5 Digital Marketing Strategies For Manufacturers Guide 2023

Producing videos and sharing them on video-sharing platforms can provide you with a much-needed boost in growing organic traffic to your site. If you go to YouTube, videos focused on inside looks at manufacturing are highly popular amongst viewers.

You can use this to your advantage as higher viewership means more authority translating to more interested clients looking into your products. Consumers will then start choosing you as their go-to guy for providing their needs.

To make things a lot simpler, split your videos into two separate categories: Promotional &  Informational.

Promotional content is where you just want views and clicks on your videos. This is where you create factory tours, how-tos, and insider looks.

Informational content is where you start going deeper into technical aspects. This is the part where you are talking directly to potential buyers and your target customers. Videos like product showcasing, testing, and even just sharing technical knowledge are valuable content.

Once you have enough of these 2 content types, you can leverage educational content.

Video production is undoubtedly a big booster when it comes to digital marketing for manufacturers, but it also can come along with specific costs. But if video production is done right, it’s certainly well worth the initial investment.

5. SEO (Search Engine Optimization)

In digital marketing, it’s hard to go through any guide without having to hear the term SEO mainly because it plays an integral part in putting content in the spotlight.

Ideally, you want your content to be on the first page, which means the top 10 results on search engines as 75% of people surfing the internet won’t make it past the first page.

If you want your content to get traffic and receive organic search leads, ranking on SERPs is the best solution. Getting there, on the other hand, is far from easy.

Keywords are the primary driving factor of SEO. That’s how your website and its content rank on SERPs. It’s the search term that people use to find you and what you want to do is make your content pop up whenever a user searches for that keyword.

One of the reasons SEO is such a tricky area to work on is that there is a lot of competition for high-ranking keywords. But like my favorite example, this blog from Dropship Academy, they successfully created a workflow for identifying keywords to work with and the content that comes with it.

Chances are, your business is not the only one trying to rank for a specific keyword, and you’ll have to compete for the rank; the higher you rank, the harder it gets.

Here are some factors that contribute to your ranking on search engines:

  • Innehåll
  • Page Speed
  • Link-Building
  • Domain History
  • Användarupplevelse
  • Mobile Friendliness
  • Content Optimization

If you follow and work on your SEO based on these factors, you’ll get better rankings for your chosen keywords and drive traffic toward your content with this inbound marketing tactic.

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6. PPC (Pay-Per-Click)

PPC is your traditional advertising method in the digital world. This means displaying ads on search engines (Google) or social media channels (Facebook, Twitter, Instagram).

You only pay whenever your ad gets clicked, so it is a viable strategy to use whenever you are trying to market yourself on the web.

This type of marketing is targeted so you can set some parameters to try and target the specific audiences you want, those who are already interested in your industry type.

Social media sites even go a step further as users can specify age, location, interests, careers, and other data sets for better targeting of demographics and audiences.

Evaluating Your Digital Marketing Strategy

Once you’ve started running your digital marketing strategy for at least a week, you should start seeing some initial results. Even if you don’t see any significant growth in traffic metrics or leads, that is still a result that you can measure and work on.

From there, you can start evaluating your strategy or marketing idea. It’s pretty much a performance review.

If you start getting traffic, you are on the right track; if you’re not, that just means something needs to change, or maybe your strategy requires a bit more time for the results to show.

The evaluation stage is significantly vital in the starting stage of implementing a digital marketing strategy because it is where you iron out the issues and improve your methods.

So, with that said and done, let’s talk about some metrics that you can use to evaluate your digital marketing strategy.

I. A/B Testing

One of the basic principles you can work with is comparisons, and that is exactly what A/B testing does. This method is particularly effective for different campaign strategies as you can determine which phrases, words, images, and methods are effective for your audience.

With A/B testing, you can test out page designs, exit-intent pop-ups, lead magnets, and all other tools potential clients interact with that affect their customer experience and purchase decisions.

II. Site Traffic

Improving site traffic can be one of your main goals. If your website is already receiving a certain amount of traffic, then implementing a digital marketing strategy will affect this metric.

You can use this to determine if your content is driving users to your site. If it’s not, then that’s a tell-tale sign that either something is wrong or you need to improve your content. Site traffic metrics are also an excellent method to identify which content is performing well and which are not.

III. Traffic Source

Another area where you can evaluate the effectiveness of your digital marketing strategy is the traffic source. If you are planning to increase your website traffic in a specific location, this is a great place to identify where most of your viewers are from.

The same concept can also be used if you are planning to expand your market visibility. An increase in traffic from multiple sources is a great way to identify potential markets for you to take advantage of shortly for expanding marketing campaigns.


Digital marketing for manufacturing is a viable solution for many manufacturing businesses that are planning to expand their visibility in the digital world. While it’s true that digital marketing isn’t an easy process and requires some investment and experience to do right; going through the planning, execution, and evaluation of a digital marketing plan is a step in the right direction.

Start by setting up your marketing budget and buyer persona, inspecting current marketing channels, and deciding what tools to use. With that, decide the initial platforms you’ll utilize for execution. After running your campaigns for at least a week, you can start evaluating your marketing efforts.

While you can work all of these on your own, it’s best to let experts analyze your business first and provide you with suggestions about the marketing tactics you should take. We at Zumvu can help you with lead generation, sales, marketing, automation, and customer management. Get in touch with us so we can put you a step closer to your desired bottom line.


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Google Bard vs. the New Bing


Google Bard vs. the New Bing

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

This week I’ve been fortunate enough to get access to both Google Bard and the New Bing, so a day later, I’m here to share my first impressions.

What is the new Bing?

“The new Bing” is the product of Microsoft’s unholy alliance with OpenAI, makers of the now infamous ChatGPT. This development promises to have seismic effects on the search ecosystem, with Microsoft’s CEO saying they’re happy to accept “demonetization” of search in their pursuit of market share, and Google extremely concerned about the threat ChatGPT technology poses as an alternative to their core search business.

Of course, by now we’ve all also seen various viral posts and tweets showing just how dangerous it can be to use chat AI as a search engine, but that’s a topic for another day. For now, the point is that Bing is making moves.

1680151292 874 Google Bard vs den nya Bing

When I perform a search on “old bing” now, I can see this box inviting me to try the new one. You’ll notice a key detail here: it’s only available in Microsoft Edge. Yikes. Big Microsoft Energy. Fortunately for you, the reader, I have dusted off everyone’s fourth-favorite browser so you don’t have to.

Performing the same search in the new Bing, I can see identical organic results, but rather different features:

1680151293 620 Google Bard vs the New Bing

The “mustelid masters” box above the organic results is new, and contains AI-generated text with a voice-to-speech capability. It’s a six-part story, with sometimes surprising accompanying imagery:

1680151294 277 Google Bard vs den nya Bing

You can see here that a picture of wrestling has been sourced to accompany the text about badgers wrestling. These AI-generated boxes don’t appear for most queries — only clear and uncontroversial informational intents.

The phrase “Mustelid masters” itself seems to be original to this box.

1680151294 554 Google Bard vs the New Bing

Lastly, one of the tabs in the story cites the Wisconsin Badgers, and a page which is entirely unrelated to the content at hand, so perhaps Bing is also citing its sources for disambiguation here?

1680151294 786 Google Bard vs the New Bing

You’ll notice the addition of an “Open Website” button next to the top result on the SERP — perhaps a way of compensating a little for loss of organic click through rate?

The “chat” tab is also present on old Bing, but just shows you a message telling you to go to Microsoft Edge.

lås upp konversationssökning med Microsoft edge

The phrase “conversational search” here is interesting, given this was a phrase Google introduced in 2013.

If we do use Microsoft Edge, we see a chatbot interface in this tab, but with some nice additions. Switching over to this from a regular search result pre-loads my previous query from organic search:

bing chattgrävlingar

There’s a bunch of different modes available at the top, and also citations in the search results — both welcome improvements over the likes of ChatGPT.

Now, how about Bard?

What is Google Bard?

1680151296 894 Google Bard vs the New Bing

Well, not very self-confident, for one. But that’s probably a good thing.

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Bard is also, right now, not anywhere near as integrated with search. In their announcement on February 6th, Google teased Bard in a way that made it look very much like a SERP feature, similar to Bing:

1680151296 754 Google Bard vs the New Bing

However, the version we have to play with now is more of a dedicated chatbot interface.

It was probably already the case that Google was pushed to move far sooner than they hoped with this technology, and of course they have much more to lose from messing with organic search than Bing does. So, it shouldn’t be a surprise to see the slower and more cautious approach.

1680151297 881 Google Bard vs den nya Bing

Now, it probably should be noted that chatbots are not really designed for me to just enter a one word keyword like “badgers”, like I might do in organic search. But, like Bing’s chat tab, I get something resembling an informational result. So, let’s compare side by side.

Bard vs. new Bing, side-by-side

1680151298 531 Google Bard vs the New Bing
1680151298 249 Google Bard vs the New Bing

Click here to see the full side-by-side comparison.

The most obvious difference, at least to an SEO’s eye, is the presence of citations in the Bing result. Not knowing where source information comes from is one of the biggest challenges for users when dealing with this kind of technology, so that’s a huge differentiator.

när skulle bard använda citat

Bard does claim to include citations. My colleague Mike was able to trigger them, and captured it in this clip. It’s definitely far, far less ubiquitous than on Bing.

That said, I like that the framing of Google’s solution — with multiple draft answers presented and “enter a prompt here” — which makes it clearer I’m dealing with something that is not a source of unassailable truth.

I was also intrigued by the localization of Bing’s result. It mentions the UK in its response, which is where I’m searching from, and shows UK websites in the citations. So I asked them both a follow-up question about my location:

bard är grävling populära här
bing är grävlingar populära här

Bing repeats itself, but Bard just seems to assume I’m in the US. Unfortunate.

Slightly commercial query

Many SEOs will be more interested in how technology like this might fit into their marketing funnel. Let’s try a classic top-of-funnel query:

1680151302 42 Google Bard vs den nya Bing
1680151302 616 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison.

There isn’t really an objective answer here, but both results are broadly sensible. That said, the Bing answer is both a narrower list and far richer.

Interestingly, neither result seems deterministic.

1680151302 808 Google Bard vs the New Bing
1680151303 638 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison.

Bing can produce different answers to the same question in different windows, and so can Google.

1680151304 928 Google Bard vs the New Bing
1680151304 183 Google Bard vs the New Bing

Click here to see the full side-by-side comparison.

This may be a contentious point when SEOs start optimizing for these answers, and want to measure their results. Of course, regular organic rankings can vary massively between locales and even days of the week, but generally speaking, if you search twice from the same computer (in private browsing windows etc) you’ll get the same results. Not so here.

Conspiracy theories

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1680151306 45 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison. 

Neither solution fell for some obvious conspiracy theory bait, which is encouraging to see. I actually don’t mind at all Google’s more cautious “I can’t assist with that” here. I wasn’t able to provoke a similar reaction out of Bing for any query, but I also wasn’t able to provoke it to say anything abhorrent – I’m sure others will, though.

What next for SEOs?

For both platforms there are major questions before SEOs can really engage and consider them an important part of their work.

For Bing, will this have adoption? Most SEOs have not made the habit of optimizing for Bing in recent years, but there is redan talar om ökad Bing marknadsandel.

För Bard, hur, om alls, kommer detta att integreras i sökningen? Den nuvarande plattformen är tydligt markerad som ett experiment och är mer som ChatGPT än den är som de mock-ups som Google visade oss i februari. Eller kommer användarna att uppmuntras att använda det som sin egen sak?

För båda plattformarna finns det stora frågor om hur SEO:er kan gå tillväga för att optimera för att få sina kunder att nämna, och faktiskt positivt omnämnda i resultat – det finns massor av otrevliga möjligheter här, och Wikipedia är förmodligen den mest uppenbara. En gång nämnt, hur mäter man detta? När jag klickade mig vidare till min egen sida från Bings chattflik, såg den bara ut som all annan organisk Bing-trafik. Rankspårning är också ett intressant problem, och du kan vara säker på att Moz och STAT kommer att publicera inlägg i framtiden om hur vi hanterar dessa funktioner – håll koll på det här utrymmet!


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What Is AI Analytics?


What Is AI Analytics?

Vår Marknadstrender 2023-rapport fann att datadrivna marknadsförare kommer att vinna 2023. Det är vettigt, men dataanalys kan vara utmanande och tidskrävande för många företag.

(mer …)

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Scaling agile with the Agile Marketing Navigator framework


Scaling agile with the Agile Marketing Navigator framework

Många tror att att skala agilt innebär att ta det från ett lag till många. Även om det är en del av det, handlar smidighet i skala mer om kulturomvandling. Alla i marknadsorganisationen behöver förvandlas till ett agilt sätt att tänka och agera.

Den praxis vi har etablerat i Agil marknadsföringsnavigator hjälpa till att driva kulturförändring och rätt beteenden för agility. Idag kommer vi att fokusera på cykeltid, avfallsborttagning och rollerna som intressenter och praktikledare som kan hjälpa dig att ta agil marknadsföring till nästa nivå.

Ta bort avfall genom att se över gamla arbetssätt

När det kommer till avfallsborttagning kan ett team göra ändringar om de kan arbeta självständigt. Men mer betydande ansträngningar krävs för att göra slagkraftiga förändringar i större organisationer där system och processer når långt utanför teamet.

Låt oss säga att flera agila team har identifierat att det krävs för många sign-offs för att få arbetet levererat snabbt och med agilitet. Nu vet du att detta är ett systemproblem i marknadsföringen som kräver mer än en plåsterreparation.

Det första steget är att mäta problemets inverkan på den övergripande marknadsföringsleveransen. Det är bäst att göra detta i samarbete och få hjälp från representanter för flera team och nivåer i företaget. Du kan dela upp objekt efter de typer som verkar mest problematiska. 

Låt oss säga att alla säger att processen för att lansera en målsida på din webbplats är väldigt långsam och har flest sign-offs. Ta klisterlappar och kartlägg alla steg i processen, med fokus på varje sign-off. Detta gör att du kan kvantifiera en baslinje för hur många steg som är i din process och hur lång tid det tar idag. 

Du kommer sedan att titta på det totala antalet genomsnittliga dagar det tar att leverera målsidan i hela organisationen. I det här exemplet säger vi att det tar i genomsnitt 45 arbetsdagar att lansera en målsida från början till slut.

Alla borde då diskutera vad som verkar vara en mer rimlig tidsram. Denna grupp bestämmer sig för att sträva efter 30 dagar. Nu måste de avslöja var de kan få tillbaka dessa 15 dagar, varav de flesta är bundna i godkännanden och väntetid.

Eftersom det här problemet begränsar alla marknadsförare måste ledare kunna ta steget och vara villiga att radikalt stärka förändringen från gamla sätt att arbeta. De kommer att behöva tillåta denna förändring att ske och stärka Lean-tänkande. Detta innebär ofta att ge upp lite säkerhet eller säkerhet i utbyte mot snabbhet. Och ja, misstag kan hända. Men det är här att lita på att människor kommer att lära av dem och den övergripande förändringen kommer att uppväga risken.

Det är denna typ av kulturförändring som kommer att leda till verklig smidighet. Ledare: Du kan inte bara lämna över agil marknadsföring till ditt team och gå därifrån. Det är absolut nödvändigt att du ger teamen möjlighet att identifiera problemen samtidigt som du aktivt banar väg för dem att implementera nya sätt att arbeta.

Leda praktikgemenskaper

När du mognar i din agila praktik och bildar team kring affärsbehov, bryter du dig från traditionellt byggda avdelningar kring discipliner. Men eftersom du involverar fler och fler team i agil marknadsföring kommer det att vara riktigt viktigt att dessa discipliner fortfarande har starkt ledarskap och bästa praxis.

En Design Community of Practice är ett bra exempel. Praktikledaren måste arbeta med alla designers i alla agila team för att säkerställa varumärkeskvalitet och tillväxt inom området. 

En praktikledare i vårt ramverk är vanligtvis en avdelningschef, men deras roll förändras med agil marknadsföring. De tilldelar eller hanterar inte längre arbete, men de måste fortfarande arbeta för att säkerställa att alla på fältet kan bli framgångsrika med färdigheter, verktyg, kunskapsdelning och praxisstandarder.

Om du arbetar i agilt idag och har upptäckt att de funktionella rollerna minskar, börja omedelbart driva en Community of Practice, och du kommer att upptäcka att du kan lyckas med ett leveransteam som har flera färdigheter, såväl som i en gemenskap där delade kompetenser maximeras.

När du växer inom agil marknadsföring, kom ihåg att det inte bara är en check-the-box-process eller ramverk. Riktigt bra agil marknadsföring kräver stora ledare som är investerade i sann transformation.

Skaffa MarTech! Dagligen. Fri. I din inkorg.

Åsikter som uttrycks i den här artikeln är gästförfattarens och inte nödvändigtvis MarTech. Personalförfattare är listade här.


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