3 Critical Marketing Trends For Manufacturing Companies in 2018

Categories Business Tips

There are many different and unique ways for manufacturing companies to engage current and potential customers.

With the digital media landscape changing and manufacturing companies opening up their production to a more customer-centric focus over the last couple of years, it’s important for companies to re-think, and review on a regular basis the kind of marketing mix to consider for their company.

Today I’m going to talk about 3 useful marketing trends that you may want to consider in a marketing strategy for your manufacturing company in 2018.

The 3 Trends I will be discussing will be:

  • More Personalized Offerings
  • Increased Content Marketing
  • Social Media

1. More Personalized Offerings

With the advent of the information age, there is a requirement to communicate with current and potential customers like REAL people.

Using conversational tones, with spelling errors, and imperfect descriptions in your email correspondence and in marketing on social media platforms like Facebook, or Instagram is key.

No longer do we address emails, and marketing messages on social media platforms with Dear “sir” or “madam.”

Personalization is key, what that looks like for your company and how you can implement depends on your audience.

A key tip might be to sign up to other competitor companies email correspondence, join their Facebook, Instagram, or LinkedIn pages and see how they are speaking to their current and potential customer base.

Stay connected with these companies and observe them over the next 2, 3, and 6 months to consider ideas on how other competitors are offering more personalized offerings.

For more personalized offerings you might also want to look at utilizing automated marketing platforms like Drip, or Hubspot.

Platforms like these will allow you to cater specific messages to your new, and prospective customers based on the actions they’ve taken on your website, or purchase behaviours, email interaction, etc.

2. Social Media

Manufacturing companies are becoming more and more customer-centric, and transparent about the products that they manufacture.

Trends like customized manufacturing due to the demand of personalized products like custom-crafted micro-breweries, for example means that social media is being utilized to have a more open-ended conversation with prospective, and current customers.

For example, a micro-brewery might host contests on social media to get the opinions from their prospective and current customer base to create a new type of beer.

This is just one example of the kinds of social media strategies that manufacturing companies might be involved in.

Other examples might be:

  • Regularly publishing content to prospective and current customers on Linkedin, Facebook, or Twitter;
  • Customized landing pages with specific personalized offers

3. Increased Content Marketing

According to the Content Marketing Institute 82% of Business to business companies are now utilizing some form of content marketing and publishing weekly, or daily content.

Your company is competing with hundreds of other manufacturers for business.

Meanwhile, business owners want to learn as much as they can about your company before making contact.

For example, platforms like LinkedIn are focused on business to business, however, other platforms like Facebook, and Instagram, and Twitter are platforms where the majority of your current and prospective customers will also be hanging out.

There was a time when your competitors in manufacturing weren’t doing content marketing, for most manufacturing companies these days, there is usually some level of publishing happening on a residual basis.

What might this content marketing look like for your company?

  • A weekly email send out writing about the industry, your products, and what interests your target market
  • Publishing blogs on LinkedIn and Twitter, about helpful information about how your current customer can better use your products
  • Info about your products, and how it can be used in your prospective customers business


As I mentioned, with the advent of customized manufacturing with a more customer-centric, and transparent approach for companies in 2018, as well as 82% of your competitors marketing and publishing online already, it’s time to start considering a more focused approach with these 3 trends.

Ask yourself a few questions to get started on reviewing and updating your current marketing strategies based on these 3 critical trends by asking some questions first:

  • Who is your target customer?
  • What services, or products do they offer?
  • Who are the customers that they serve?
  • How are your competitors marketing their offers?

If you are looking at putting together a team for your marketing with a bigger focus on personalized offerings, content, and social media marketing, please consider the questions above and use this article as a guide to the tactics you should implement.



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