6 Growth Marketing Tips for Manufacturers [2024]

Adam Smartschan

Partner & Chief Strategy Officer

The manufacturing industry is about to go through big changes, driven by shifts in technology, prospect demands, and economic factors. That means similarly big changes are coming in the way manufacturers market themselves.

In 2024, manufacturing companies need to take an approach that’s different from old-fashioned marketing tactics to deal with these challenges and opportunities. This new strategy is called growth marketing.

Growth marketing is not the same as traditional marketing. It focuses on always improving the buyer experience by building relationships and using data to understand needs. Adopting growth marketing ideas and tactics will help manufacturers be more responsive and achieve ongoing growth compared to outdated models.

So why is growth marketing so good for manufacturing? Let’s look at why it is set to become really important for manufacturing companies wanting to succeed in the coming years.

Growth marketing for manufacturers: Featured Image

Growth Marketing in Manufacturing

The Significance of Growth Marketing in Manufacturing

Tailoring Strategies to Meet Manufacturing Challenges

3 Effective Growth Marketing Strategies

6 Growth Marketing Tips for Manufacturing Companies

The Significance of Growth Marketing in Manufacturing

Manufacturing companies need growth marketing to compete globally and keep gaining prospects. Adding digital tools helps boost credibility, improve buyer experiences, gain insights, raise sales and understand buyers. Growth marketing works for manufacturers big and small. It enables digital transformation through targeted engagement, data-driven decisions, innovative techniques, sustainability, global reach and resilience.

Tailoring Strategies to Meet Manufacturing Challenges

To benefit from growth marketing, manufacturers need to adapt the strategies to fit their unique situation:

Understanding B2B Buyers

One key area is appreciating how B2B marketing in manufacturing is different. Sales cycles are long, with many decision-makers compared to B2C. Tactics need to account for more time to build relationships across many people. Providing helpful, personalized content is crucial.

Industry-Specific Content

Messaging also needs careful customization for specific manufacturing categories like medical devices or automotive. Content should directly address the pain points, regulations, technologies and workflows in those sub-sectors. Show you grasp prospects’ real operational challenges to reach their pocketbooks.

Leveraging Industry Platforms

Also, leverage existing industry networks and platforms for marketing. Sponsoring trade events, engaging in associations and using specialized forums enables targeted outreach to connect where your prospects already are.

Customizing Technology

Manufacturers also need marketing technology customized for industry programs like ERP or CAD. CRM and sales tools that sync with manufacturing platforms improve data use and workflow alignment.

The core ideas of growth marketing are strong, but customizing strategies to fit manufacturing contexts is equally essential for success. Companies that embrace specialization will excel.

Graphic: Effective Growth Marketing Strategies for 2024

3 Effective Growth Marketing Strategies for Manufacturing

In today’s fast-paced world, manufacturing companies need to use growth marketing strategies to stay competitive in 2024. Let’s look at 3 important strategies:

Digital Marketing Basics

The Power of a Strong Online Presence

  • Having a good website is important. Make yours easy to use and mobile-friendly, and showcase your brand and offerings well.
  • Use search engine optimization to rank higher in search results. This makes it easier for potential prospects to find you.
  • Create high-quality content (like blogs and case studies) that’s tailored to your target audience.

Using SEO and Content

  • Do keyword research to figure out the words people search online. Use those words to improve how your website shows up.
  • Make content that’s not just good but also interesting to keep people’s attention.
  • Always track your content and SEO strategies. Make changes to keep improving.

Social Media for Businesses

Picking the Right Platforms

  • Identify where your target audience is on social media like LinkedIn or industry forums. Go to those platforms.
  • Make sure your brand identity and style stay the same on all platforms. This looks professional.

Creating Engaging Content

  • Share industry insights, product updates, and thought leadership valuable to other businesses.
  • Get people involved with polls, Q&As, and discussions to raise awareness and interest.

Using Data and Analytics

Smart Decisions with Data

  • Track what your prospects do, like, and say. Use this info to shape how you reach them.
  • Stay updated on what’s new in your industry. That way, you can answer buyer questions and predict needs.

6 Growth Marketing Tips for Manufacturing Companies

1. Building a Scalable and Adaptable Marketing Plan

Thriving marketing in manufacturing demands flexible, future-proofed plans built to pivot. Construct reusable campaign “building blocks” for easy adaptation across markets and offerings. Automate repetitive tasks like emails and social scheduling to enable scaling. 

Strategically produce versatile content formats fit for re-purposing. Define granular audience subgroups today to allow personalized messaging as reach expands. Finally, devote the budget to fluid options like pay-per-click ads that shift expenditures to top-performing areas in real-time. Embedding scalability lets manufacturing marketers grow despite relentless change.

2. Responding to Market Changes and Supply Chain Disruptions

Future-proof manufacturing marketing via vigilance and mitigation. Track developments across markets, supply chains, and buyer’s sentiments to pinpoint signals. Model out contingency situations to pre-build agile responses. Foster production and community redundancies as a backup. Keep close supplier ties and inventory buffers against uncertainties. 

Communicate with transparent clarity when navigating surprises to demonstrate commitment. Embed adaptivity to enable message pivots amid fluid events. Let data guide decisions when situations remain murky. Taking these combined steps insulates marketing resilience despite the turbulence.

3. Cost-Effective Marketing Tools and Resources

For small and medium manufacturing enterprises, making the most of limited budgets is key. Here are cost-effective tools and tips to boost efficiency:

Tool What It Does Why It’s Great
Google Analytics Tracks how people use your website. Gives insights to improve online marketing without costing a dime.
ActiveCampaign Helps with email marketing. Provides low-cost plans for managing mailing lists, creating campaigns, and checking how well they’re doing.
Canva A tool for creating eye-catching graphics. User-friendly and has a free version for making impressive marketing materials.
Hootsuite Manages social media. Allows scheduling posts, handling multiple accounts, and checking social media activity for free.
HubSpot CRM Helps organize buyer relationships. Free CRM technology to enhance marketing and sales processes.
Google Keyword Planner Researches keywords for website content. A free tool to refine content and advertising approaches for better search results.
Buffer Organizes social media posts. Allows free planning of posts across different platforms.
Trello Helps with project management. A free framework for organizing marketing tasks, outlining projects, and encouraging team collaboration.
Yoast SEO A WordPress plugin for better search engine visibility. Free tool for optimizing website content.
Google My Business Lists your business on Google Surfaces. Free business listings on Google Maps and tools for managing buyers reviews, boosting your local presence and reputation.

4. Integrating Sustainability and Social Responsibility

Sustainability and social responsibility now make or break manufacturing marketing. Satisfying ethical, eco-conscious buyers influence purchase decisions. Authentic commitment to “green” practices earns trust and loyalty. Aligning with the values of up-and-coming generations captures growth markets. Getting ahead of tightening regulations signals readiness. 

Efficiency gains attained through sustainability boost fiscal marketing credibility. Weaving explicit “green” messaging throughout campaigns cements an edge. But hollow sustainability signaling risks backlash. The substance must match the marketing rhetoric. Done right, this merging of production and promotion compounds manufacturing success.

5. Overcoming Marketing Challenges

Inbound manufacturing marketing meets hurdles. Translating technical complexity risks losing prospects. Lengthy B2B sales cycles mean tailored staging of buyer journeys. Content demands outsize planning for quality and reuse. Difficulty quantifying impact slows optimization. 

Crowded competitive noise necessitates differentiation. Solutions? Simplify language around problem-solving. Chart granular content to each decision-maker. Outsource for excellence and consistency. Connect metrics to sales progression. Locate your niche value prop. Clear these obstacles, and results follow.

6. Preparing for Long-Term Growth and Innovation

Fueling manufacturing innovation demands investment. Fund R&D and embrace experimentation to unlock groundbreaking advances. Upskill workforces in emerging technologies through robust training. Forge partnerships with research groups and industry bodies to acquire cutting-edge expertise. Continually probe buyers insights, market trends, and competitor dynamics to pinpoint strategic openings. 

Operationalize agility for rapid response to shifts. Foster diverse perspectives by building inclusive cultures. Seek direct buyers involvement in developing offerings. Embed environmental responsibility into new product blueprints. Chart ambitious long-range visions focused on sustainability and market foresight. And proactively mitigate risks that could stall long-term growth. Combining these strategies cements innovation leadership.

Conclusion

The path to growth marketing in 2024 offers exciting opportunities along with challenges for manufacturing companies. This article discussed growth marketing strategies to help manufacturers thrive in the changing landscape.

The year 2024 has great potential for manufacturing businesses. We hope you embrace the opportunities of growth marketing to make your company a trusted leader in the industry. Consider putting the strategies from this article into action. Stay flexible in your marketing efforts to get the most out of the promising year ahead.

Adam Smartschan

Adam Smartschan heads Altitude's strategic marketing and branding efforts. An award-winning writer and editor by trade in a former life, he now specializes in data analytics, search engine optimization, digital advertising strategy, conversion rate optimization and technical integrations. He holds numerous industry certifications and is a frequent speaker on topics around B2B marketing strategy and SEO.
Adam graduated from Northeastern University in Boston in 2007. He grew up in Pennsylvania's Lehigh Valley, just miles down the road from Altitude's headquarters in Emmaus, Pennsylvania.