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A Manufacturer’s Guide to Digital Marketing: Social Media 101

Are you looking to expand your business through digital marketing in 2024? If you’re relatively new to the scene, the idea of delving into digital marketing for manufacturers might seem daunting. After all, there’s so much to consider, from properly utilizing social media and email marketing to ensuring your website is filled with the right keywords and user-friendly content.

Today, Vive is launching a comprehensive blog series dedicated to understanding the intricacies of digital marketing for the manufacturing industry. Let’s start by tackling some pressing questions to help you leverage social media effectively for your manufacturing business.
 


 

What are the best social media channels for manufacturers?

When it comes to digital marketing solutions for manufacturers, the power of social media can’t be ignored. However, not all platforms are created equally. Here’s where your focus should be:

  • LinkedIn: If you want to put all your eggs in one basket, this would be the place. Tailored for B2B marketing for manufacturing, industry news, and professional networking, LinkedIn is the ideal space to connect with industry stakeholders, share relevant content, and showcase company achievements.
  • X (formerly Twitter): With its bite-sized content, X is a great place to post quick updates, promote events, and share industry news. The platform also offers an opportunity for real-time customer service and engagement, allowing companies to address queries or join industry conversations instantly.
  • YouTube: Do you want to promote a product or provide a closer look at your manufacturing processes? YouTube is the perfect stage. Detailed walkthroughs, how-to guides, educational content…the possibilities are endless, and the visuals will be sure to draw customers in.
  • Facebook and Instagram: While these platforms are less commonly used in social media marketing for manufacturing companies than others, they offer the chance to create brand awareness and engage the community by sharing behind-the-scenes glimpses, employee spotlights, and customer success stories.

The key takeaway? Prioritize LinkedIn to anchor your social media strategy; once you’ve mastered it, try using other platforms to complement and enhance your online presence. Every social media channel is a tool in your digital marketing toolkit – when used wisely, they can collectively craft a compelling narrative that resonates with your audience and amplifies your brand.
 

How should manufacturers use social media?

So, you’ve signed your business up for LinkedIn and nabbed the perfect X username – now it’s time to think about what to post.

If you’re going to utilize social media, it’s important to plan your content strategically. Posts about holidays are timely and fun, but you also need content that digs deeper. Your social media content can cover:

  • Insights into industry trends
  • Company achievements and events
  • Business capabilities, processes, and products
  • Current job opportunities
  • Customer testimonials and stories
  • Educational content about your manufacturing processes, the technology you use, or the industry at large
  • Behind-the-scenes looks into your company culture and day-to-day operations
  • Industry collaborations and partnerships
  • Sustainability practices and initiatives

No matter what you post, use social media in a way that aligns with your overall marketing strategy and brand voice. Avoid simply selling – make sure your content adds value.
 

How can manufacturers use social media to their advantage?

Once you understand the type of content you’ll be posting, it’s time to harness the full potential of social media to benefit your company. There are many ways you can amplify your online presence:

  • Brand Awareness: Consistently posting content that reflects your company’s values, mission, and products will help you establish a strong brand presence online.
  • Thought Leadership: Sharing insights into industry trends, innovative manufacturing techniques, and future developments can help earn respect and authority in the field.
  • Customer Engagement: Don’t just post and forget – engage with your audience by responding to comments and participating in discussions to show that your brand values customer input and is active in the community.
  • Showcasing Products and Capabilities: Demonstrate your company’s expertise through videos, images, and case studies to highlight your manufacturing processes and product quality. This not only showcases what you offer but also educates your audience about the value and uniqueness of your products.
  • Lead Generation: Providing valuable content with effective calls-to-action can attract potential customers and guide them through the sales funnel.
  • Recruitment: Social media can be a great way to attract skilled professionals by highlighting company culture and career opportunities. (Vive’s creative marketing services can help with this, too!)
  • Utilize Analytics for Insight: Most social media platforms offer analytics tools that provide valuable insights into your content’s performance; use this data to understand what resonates with your audience and tailor your social media strategy accordingly.

Employing these tactics will increase your visibility on social media and establish your company as a trustworthy and knowledgeable industry leader. By turning your social media platforms into resources that inform and inspire your audience, you’ll create a digital environment that benefits both your brand and its followers.
 

Takeaways

Effective social media use for manufacturers involves starting with a platform that suits your business needs, like LinkedIn, and then expanding to others for diverse engagement. Posting content that represents your company’s standards and provides value to your audience, actively engaging with your followers, and using analytics to shape your strategy will ensure your social media presence is impactful.

Above all, align your social media endeavors with your overall marketing goals, maintaining a consistent brand voice and message. The digital world is dynamic, and staying adaptable and informed is key to success.

Stay tuned for our next blog, where we’ll take a closer look at LinkedIn and focus on the best ways to improve your business’s following on the platform. In the meantime, if you’re looking for a little more guidance as you get started with social media and content marketing for manufacturers, Vive is here to help. Contact us today to explore our full range of manufacturing marketing services!