Traditional marketing methods for manufacturing companies are not quite obsolete, but they may no longer be enough to reach modern buyers effectively. Digital channels offer greater flexibility and measurability, making them essential for manufacturers looking to adapt to changing communication trends.
My jaw dropped when I discovered that 75% of business-to-business (B2B) buyers use social media to make purchasing decisions. That’s a lot of opportunities you’re missing if you’re off the digital grid. At least 73% of them claimed to be on LinkedIn, and up to 50% use this professional network as a trusted source. So, if you want to build and maintain a social media presence, at least you know where to start.
Now, let’s get into the details.
Social media is the digital marketing opportunity currently taking the world by storm. Building a strong presence across the right platforms has become the holy grail of reaching a wider audience and building strong and lasting relationships with customers, suppliers, industry professionals, and other stakeholders.
Social media facilitates communication, fosters interactions, and provides a forum for sharing valuable insights, updates, and industry news. Moreover, it allows manufacturers to humanize their brand with behind-the-scenes content that boosts authenticity and credibility.
Considering how many social media platforms exist today, seeking a more robust social media presence might be intimidating. But there’s no need to panic. As I said, the biggest chunk of the audience you want to attract is on LinkedIn. That’s where I’d place all my bets to get started if I were you.
Competitors come and go, but LinkedIn remains the undefeated champion of professional online networking. The platform has over 1 billion users globally and offers a vast network of potential customers and collaborators for manufacturers.
Because of its business-focused approach, LinkedIn has long been the ideal environment for sharing industry-specific content, nurturing professional relationships, and, perhaps most importantly, generating leads. I, for one, leverage LinkedIn's robust features to target decision-makers and key stakeholders.
My go-to LinkedIn features are:
This last one provides valuable opportunities for manufacturers to engage with like-minded professionals. It gives you a safe space to share expertise and exchange ideas. In my opinion, participating in relevant groups is the fastest route to amplifying your reach and cultivating a loyal community of followers who are genuinely interested in what you have to offer.
Another useful LinkedIn feature is LinkedIn ads, which refer to paid advertisements users can easily create with LinkedIn's advertising platform. These typically appear as text ads, sponsored content, and sponsored InMail that target specific demographics.
Advertising on this platform lets you showcase your brand and its offering directly to the people who matter most. This is pivotal to increasing the likelihood of generating quality leads and conversions that translate into higher revenue.
To create the perfect LinkedIn ad, I follow this simple guide:
I used to think my job was done after my ads went live, but that’s when the true fun really begins. I now know to closely monitor ad performance to learn which formats, targeting options, messaging, and CTAs work best. I also use A/B testing to compare different ad variations and optimize my campaigns over time.
The ultimate goal of increasing your social media presence is to get customers to visit your site and make a purchase. Organic posts and ads are excellent tools to achieve this, but you’ll need to invest in a comprehensive online marketing strategy to see the best results.
At Idea Grove, we can help you drive more brand awareness through social media, but we’re also equipped to increase your visibility on search engines and GenAI platforms. Get in touch with us today and watch your sales skyrocket!