How to market your manufacturing business in the digital age

Back to Blog

One industry that stands to benefit from the boom in provenance marketing is manufacturing. Powered by heritage and history (but still focused on innovation), manufacturing is an industry full of stories waiting to be told. 

Social media provides an unrivalled platform for manufacturing businesses to share their more human side. In fact, 90% of manufacturing businesses say social media is their most valuable marketing tool. But with 70% of these businesses planning to up their social media game this year, what can you do to stand out online?

Ditch the social media stereotypes

Tackling your social media approach can feel complicated at first. But it doesn’t have to be. Content marketing is simply about making sure your stuff gets seen by as many of the right people as possible. That means it’s time to forget what you think you know about social media. 

Despite what you might hear, social media isn’t just for millennials (18-24 year olds) who want to chat to their friends. Every day, millions of people use social media to make business connections and business decisions – without a selfie in sight. But what’s brought about this change? 


As we get older, social media grows with us. The average age of a Facebook user is higher than the average age of an user. Over on LinkedIn, the average user age is even higher. Rather than a place to share holiday snaps, social platforms have become thriving hubs for decision-makers and professionals. And while some businesses still doubt the impact it can have, social media can no longer be dismissed as inconsequential. 

Harness the power of testimonials

Customers can make or break a brand, with millions of people using TrustPilot and Trip Advisor every year to share their thoughts on businesses they use. Think customer reviews aren’t that important? Studies show that 88% of customers use online reviews to make their purchasing decisions, while 75% of B2B buyers use social media to do the same. Yikes. 

Customers can make or break a brand, with millions of people using TrustPilot and Trip Advisor every year to share their thoughts on businesses they use. Think customer reviews aren’t that important? Studies show that 88% of customers look at reviews their friends have left to inform their purchasing decisions. As a result, users are regularly prompted to review places they’ve been or brands they’ve used from the moment they log in. Use this to your advantage by collecting genuine commentary from your customers. This can fuel future sales and help build long-term relationships – even if you feel your products aren’t ‘exciting’ or technical. 

If customers are singing your praises about that time you helped them out of a jam, it tells a story that will spark interest and leave a lasting impression. This type of digital marketing is much more effective than traditional big budget adverts because it adds the human factor to your brand. And that’s something a flashy campaign can’t buy. 

Be creative with video marketing

By the end of 2018, video will account for over 80% of all online traffic. Why? Because social posts that have a video attached generate 650% higher engagement levels than social posts with photos or text-only posts. Yep, really. 

Imagine a short video showing how your product makes a difference to a customer. Then imagine a text-heavy web page listing the technical aspects of your product. Which do you think would generate more engagement?

Before you start ordering boxes of fancy camera equipment, bear in mind that creating a video might be as simple as picking up your phone. Short-form ‘Story’ videos on Snapchat, Instagram and Facebook are the most powerful way to share your message. And they work best when they’re spontaneous and off the cuff. 


Studies also show that you don’t have to film an epic six-part documentary series to see some decent ROI on your video. It’s actually shorter videos with a clear, concise message that generate the most engagement (60-90 second clips prove to be the most popular). 

Our tip? Promote your video through social adverts so as many people as possible see it. 

Develop a consistent content strategy

Social media success doesn’t have to mean 10,000 followers on Facebook, a thriving Snapchat account and 16 tweets a day – especially when it doesn’t lead to an increase in sales. So before planning any social media activity, it’s important to have a clear and measurable objective in mind. 

Next, make sure that your product aligns with who you are as a brand. Think about your tone of voice, brand values and personality and what your customers expect from you. 

For example, a comical video might go down like a lead balloon if the humour doesn’t translate to your international clientele. And an Instagram influencer campaign will be useless if your customers prefer to use LinkedIn. 

Get advice from the experts 

Odds are, your competition is already seeing results from using social media. But with so much to do, honing your strategy can fall down your list of priorities. And by the time you’re ready to kick things off, getting to grips with memes, GIFs and emojis can feel like more hassle than it’s worth. We hear you. 

From leading manufacturers to government departments, we take the hard work out of producing a content marketing strategy. Focusing on creating campaigns that deliver results, we’ll work with you to craft content that helps you to meet your objectives – with no faffing around. If you’re not social media savvy or you’ve used another agency and haven’t seen results, talk to us