Why Social Media for Manufacturers Matter
Manufacturers may question the need for Social Media Marketing (SMM). But undoubtedly it is quite a powerful strategy for brand building and upscaling small and medium businesses.
For companies with no social media presence, marketing struggles are never-ending.
As more and more sectors step into social media, manufacturers feel the need to be onboard the platform.
Contrary to popular belief, social media handles like LinkedIn, Twitter, or Instagram are highly productive SMM channels for B2B manufacturing companies.
What makes SMM indispensable?
How does SMM work for manufacturers?
Read on to find out!
SMM for Manufacturers
SMM is a vital component of an all-encompassing digital marketing strategy.
It opens up new windows of opportunities for organizations and entails lowered costs and increased sales.
So, it is unwise for manufacturers to do away with SMM completely.
Reasons for SMM
Although SMM was not in the radar of B2B manufacturers a few years back, it is making noises now, for all the right reasons:
- SMM improves brand awareness. Clients cannot buy from you unless they are aware of your existence. Customers onboard need regular products and service-related updates from your end. The Rule of 7 is still quite relevant in B2B marketing. SMM is advantageous – it is repeatable in a way trade shows are not.
- With a shift in workforce towards a more tech-savvy generation, decision-makers are more into online research for making purchase decisions. Hence, social media presence is important.
- Social media activities boost Search Engine Optimization (SEO) efforts, enable better customer service and help generate new leads.
- SMM provides ample opportunity for manufacturers to interact directly with prospective customers. It gives that extra edge over competitors who have not gone social yet.
SMM – A Few Pointers
Manufacturing companies invest around 6.25 per cent of their annual revenue on marketing. Regardless of how much you spend, you always expect the best, in return.
Before we discuss the different social media channels which are most used by manufacturers, let us brush through a few issues related to SMM.
- SMM takes time. It does not guarantee near-term sales. The buying cycle is, and will always be (especially for the manufacturing sector), a long and complicated one. You need to be persistent.
- Visually engaging platforms help to Increase brand awareness. Manufacturers can use it to their advantage for product showcasing.
Best Social Media Handles for Manufacturers
SMM is about connecting with the right person, rather than direct product selling. Manufacturers must first decide whom they wish to connect with – the decision makers, or someone else. As a marketer, you need to know where your prospective clients are spending most of their time.
Having said that, you need to decide which social media platform will work best for you – LinkedIn, Facebook, Twitter or any other!
Though Facebook and Twitter are the two most popular social media networks in vogue, none can be of more value to manufacturers than LinkedIn.
80 per cent of B2B organizations generate leads via LinkedIn and 94 per cent of B2B marketing professionals use it for distributing content.
LinkedIn boasts of 500 million active users worldwide. Of them, 90 million are senior influencers and 40 million are in decision-making positions. It is quite evident why a LinkedIn presence is most important.
LinkedIn makes target marketing a piece of cake. You can target people based on their interests, education, demographics etc. and also based on industry, job experience, position, and so on.
Accordingly, you can share articles, white papers, blogs, ebooks, for lead generation and client engagement.
RELATED POST: 8 effective strategies to generate B2B leads on LinkedIn
#Facebook for B2B
Despite the strong presence of LinkedIn, Facebook has also gained value in terms of lead generation. With around 3 billion active global users, it is the most used social handle in the world. Although primarily considered as a B2C platform, it is being used by manufacturers as well.
Create a custom audience and retarget them so that they return to your company website and complete the deals.
Twitter too, is quite useful for building social media presence for manufacturers.
With over 330 million user base per month, active users are available from every niche and industry. Its content sharing feature is what makes it so popular among manufacturers.
Share your articles and blog posts through Twitter. Use relevant hashtags so that content does not get lost in a sea of content and successfully reaches prospective leads.
YouTube is a highly underused and underrated media handle for the manufacturing sector. They completely overlook the viability of YouTube as a suitable marketing medium.
It takes a bit of extra knowledge and effort to post a properly recorded and edited video on YouTube. But marketers are still unaware, how a simple and inexpensive YouTube video can work wonders in lead generation.
In a niche industry like manufacturing, most often than not, clients want detailed knowledge about the functioning of a product or machine they are willing to invest a lump sum on. YouTube videos are sure to take them through a wholesome experience on that one.
YouTube has a user base of 2 billion monthly users for the manufacturing industry to cull in.
Instagram has gained popularity only recently. Instagram marketing usage in the USA alone surged from 69.2 per cent in 2018 to 75.3 per cent in 2020.
This is the right time for manufacturers to cash in on its popularity. As it is, visual content attracts much attention. Its versatility needs no mention. According to a MediaKix poll, Instagram is believed to be the most important social media handle used for influencer marketing.
Its popularity is what B2B manufacturers and marketers should watch out for.
Social Media to Track Traffic
Make your social media presence foolproof. It is not just enough to own accounts across multiple handles.
To ensure SMM is driving requisite traffic to your website, do not forget to include back links to your website in all social media posts and advertisements.
Keep track of all traffic movement to your website from different channels during different time periods for benchmarking purposes.
A Few Takeaways
As a B2B manufacturer, these are a few takeaways, you should not miss
- Make new customers and value the old
- Utilize the best of every platform
- Let customers see the people behind the brand.
Whether B2B SMM is in-house or outsourced, remember it is not just about a platform. At the end of the day, it is all about choosing the right strategies.
Manufacturers are sure to prosper by adopting SMM techniques.
Present-day marketing is all about content development, lead generation, and proper strategies.
Still unsure of your SMM plans?