9 Reasons Why B2b Manufacturers Are Investing in Digital Marketing

Manufacturing marketers shifted gears in a big way this year, turning their attention toward sales as a primary goal for content marketing, according to a recent article in Content Marketing Institute (via Joe Pulizzi, @JoePulizzi), featuring research from Fathom. The article explains some of the changes that B2B manufacturers are making in their marketing programs, and the results may be surprising to you! They were to us, which is why we’re detailing out 9 of what we think are the most important findings in this report and sharing them with you in an easy-to-read blog:

  • 82% of B2B Manufacturers Use Content Marketing

The report details that only 18% of B2B manufacturing marketers do not use content marketing. Wow, that’s a low percentage, meaning that 82% do use content marketing, which is defined by the article as: “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”

If 82% of B2B manufacturing marketers are using content marketing as part of their strategy, there must be a reason, right?

  • 26% of B2B Manufacturers Say that “Content Marketing is Effective”

According to the report, last year, 30% of B2B manufacturing marketers said they were effective at content marketing. More importantly, 53% of those B2B manufacturing marketers that have a documented content marketing strategy say they are effective. So what’s the key here? Having a strategy and a plan, and executing against the plan.

  • 37% of B2B Manufacturers Have a Dedicated Content Marketing Group

And not only 37% already have a dedicated group of marketers that focus on content marketing, but 19% plan to have one in the future. This number, according to the report, is growing rapidly. The most effective among them are much more likely to have a dedicated group (67% vs. 37%).

  • 89% of B2B Manufacturers Say that Brand Awareness is the Ultimate Goal

The report shows that in comparison with other B2B peers overall, manufacturing marketers are much more focused on sales as a goal (85% vs. 75% overall). In addition, far more manufacturing marketers cited sales as a goal this year than they did last year (up to 85% this year vs. 56% last year).

  • 65% of B2B Manufacturers Are Creating More Content

According to the report, the percentage of marketers creating “more” content is down 4% from last year, but still remains high. 21% of respondents are creating “significantly more” content and 44% are creating “more” content than years past. If 65% are creating more content than ever before, then something must be working for these marketers.

  • 87% of B2B Manufacturers Use Video

The report shows that an overwhelming amount of content marketing for this industry is focus on video production. Other important tactics include eNewsletters (85%), Social Media Content (85%), Website Articles (84%) and Illustrations/Photos (82%). The use of videos increased from 80% last year to 87% this year moving up to the #1 tactic from it’s spot in 3rd last year.

  • 89% of B2B Manufacturers Use LinkedIn

The article shows a breakdown of how these marketers use social media platforms. While 89% use LinkedIn, 83% use YouTube (which makes sense as, according to our last stat, 87% use video). “Even though more manufacturers are using YouTube this year (83% vs. 81% last year), LinkedIn has surpassed it as the most often used platform, over a 16% increase from last year.”

  • 27% of B2B Manufacturers Post Daily or Multiple Times Per Week

For B2B Manufacturing Marketers, frequency is important (at least for 27% of the respondents)! But comparatively, these marketers are behind other peers in differing industries where 42% post daily or multiple times per day. Only 14% of B2B Manufacturing Marketers said that they post “less than once per month”.

  • 47% of B2B Manufacturers Plan to Increase Spending

Something must be going write for these marketers! According to the article, 47% of these marketers plan to increase their spending on content marketing within the next 12 months. While peers plan to increase 55%, this is still a high number for the industry. Last year, 46% of manufacturing marketers said they planned to increase spending, so the trend continues.

Manufacturers, while in the past more traditional in terms of marketing using tactics like print and direct mail, have upped their digital marketing and content marketing efforts in almost every way.

Association Direct Marketing – Get Benefited From the Trendsetters

Have a business? Do you have alternate to direct marketing? Of course not. Direct marketing is the only way to market your business and products. It is the best way out to develop clients, sell your products, generate leads, promote your business organization and products, etc.

In the scenario when everyone is switching to online modes of marketing, you have to have a strong marketing strategy to stay in competition and profit your business. Association direct marketing is industry related services that not only help you provide effective tips and strategies for online marketing but also provide you customized solutions to your marketing needs. As the name suggests, it is a partnership pattern of group of advertisers or marketers who associate with each other and share common strategies to provide effective grounding to businesses. In such a manner not only they all share knowledge and technique but also shares client database. This way all businesses enjoy a deep client base of prospective customers moreover it sets in the formation of industry standards and techniques. Such organizations are very effective way to create perfect competition among advertisers and marketers.

It includes email marketing campaigns, article marketing, press releases, newsletter marketing, and online advertising, search engine marketing campaigns and a lot more. Therefore subscribing to the services help you to get benefited with the latest techniques and strategies of marketing and advertising. Also, sharing client database help your business get new audience which help you gain profits moreover it helps your business get branding. In email marketing campaigns, you have a limited emailing list of yours but if you go for association services then not only you get a bigger database but also get an opportunity to customize the audience according to your business, products and services.

There are a lot of recognized and established associations that promote direct marketing. Direct marketing Association (DMA), The Federation of European Direct Marketing (FEDMA) and The New England Direct Marketing Association (NEDMA) are a few top associations for direct marketing. Such associations are created with a joint effort of several businesses, corporate, educationists, etc. They are creating a standard for responsible marketing, and help out of users to reach out to their potential client effectively, using the best of the practices of marketing. These associations are not only confined to users of one particular nation, they are open to entire globe.

Online or web marketers could also benefit their business using private association direct marketing. Associations help you out to stay protected to be called as a spammer. They have tested database and could help you with effective techniques so that your business do not lose reputation. Whether it is email marketing, article marketing or any other type of online marketing strategy, you could take help of fellow marketers online at these associations websites and get benefited with the tested and proved methods of online marketing.

When you have an opportunity to share knowledge and strategies then why not do it. So, join association to profit your business.

Why Word of Mouth Marketing Strategy Is the Most Powerful Method for Growing Your Business

Sometimes, marketing can be a risky investment, especially true if you find that you try all the famous tools and strategies, but receive no results. Luckily, one of the most effective marketing strategies is practically free – and that’s word of mouth marketing.

Before making a decision to buy a product or service, people typically ask a family member or a friend for suggestions. They don’t rely on commercials. Word of mouth is the fastest way for people to get information. What is even more important, we perceive our friends’ and family’s experiences as the most trustworthy source of information.

Within the last few years, marketers have focused mostly on boosting the number of social media fans instead of connecting with them. Having a few hundred satisfied fans who love your products is far more effective than thousands who’ve only “liked” your website to win something.

WHY A WORD OF MOUTH MARKETING STRATEGY IS SO POWERFUL

Word of mouth marketing is the oldest and the most original social media platform. It is the most valuable form of marketing proven to drive the highest sales for companies. For this reason alone, no marketer shoulder overlook it.

Whether you are choosing a restaurant, smartphone or a hand cream, you will often highly value a suggestion from a close friend, neighbor or a co-worker. Why? Because traditional marketing strategies such as TV and newspaper ads aren’t as trustworthy as the actual people in your community.

Despite the numerous media platforms available nowadays, verbal communication about a certain product or brand is the best way to expand your business. Once a person passes the word about a certain product to their friends, they are much more likely to become loyal fans and regular consumers.

A word of mouth marketing strategy provides a long-term benefit for your business. When a consumer purchase is based on a prior referral, they often buy more in comparison with consumers who find products through conventional marketing. These consumers usually stick with your products or brand longer than others.

Moreover, when referred consumers communicate with their friends about your products and services, the value of the first referral spreads even more. Naturally, if these consumers are satisfied with your products, building a high quality brand should be your next business step.

Building your brand may be somewhat challenging if you are developing a small business. Brand building may prove demanding even if you have a franchise, especially if your competitors have already established their spot. Luckily, a good word of mouth marketing strategy can help consumers develop a positive feeling about your brand really quickly.

Once you establish your brand, a word of mouth, marketing strategy becomes a valuable method to expand your business and increase your profits. In comparison with the cost of a consistent conventional marketing campaign, which involves newspapers, radio and television, referrals are almost free.

BUILD UP YOUR WORD OF MOUTH MARKETING METHOD

You may have a great product to sell, but if consumers don’t know about it, you can’t turn it into profit. It is always a good idea to keep track of what people are saying about your products online, but there is a lot more to it than just creating your Twitter and Facebook profiles. Effective and successful word of mouth marketing requires serious thinking and lots of hard work.

Social platforms are the easiest way to get in direct communication with your target consumers. Due to the fact that social media has rapidly grown in the past few years, nowadays over seventy percent of all internet users use social media.

Almost forty percent of social media users, have shared brand-promoting content. This includes sharing information about a certain brand or product on their Facebook wall. Such content sharing is highly valuable since it inspires a great mass of people to talk about this brand or product, and eventually become consumers.

TARGET THE OPINION-MAKERS

The success of the word of mouth marketing method can increase even more if you take the time to win over the opinion-makers in your community. Opinion-makers are people who can influence a mass of people and shape the creation of opinions. This includes public figures, trendsetters, bloggers and journalists. They are the active voice in a community – and often speak out and give advice to others.

Since you want to reach as many people as possible, opinion-makers can be of great benefit for your business. They can help you build your brand successfully through word of mouth marketing. Therefore, it’s a good idea to make a list of the opinion-makers that appeal to your targeted audience and include them when promoting your brand.

MAKE AN IMPACT – BECOME A THOUGHT LEADER

Engaging the opinion-makers to promote your brand is great, but becoming a thought influencer is even better. You know what makes your business unique, so go ahead and tell people about it. Get the word of mouth process rolling by communicating with your audience.

You can reach your potential consumers through social media platforms, blogs or even at a conference. Choose the medium that supports your ideas best and establish a strategy to increase your influence in your community. Increasing your personal social influence will help you promote your brand more successfully.

WORD OF MOUTH IS THE KEY MARKETING STRATEGY

Word of mouth should be a key aspect of your marketing strategy. Many companies use a word of mouth marketing strategy, encouraging their happy customers to promote their products. It is crucial to provide consumers with a great product or service, so that they happily share their experience with others.

If consumers are satisfied with the quality of your products and services, they will be willing to share their experience with their close ones. Their family, friends, co-workers and even random people that read their tweets or blog posts, or ask them for advice, will certainly consider their suggestions.

A successful word of mouth marketing method promotes your business and convinces consumers to buy your products. By buying your products, people should be convinced that they are joining special ranks, and that your brand products or services will define their identity in a more positive way.

Whether planned or not, a word of mouth marketing strategy is well worth the effort. It is still considered the most powerful and influential type of marketing communication. If you put your energy into this effective marketing method, your company can become a beneficiary of word of mouth and build a successful brand. Remember that your brand is only as good as consumers claim it is.