Manufacturers face unique hurdles in digital marketing. Here’s a quick rundown of the top 7 challenges and how to tackle them:
- Old Technology: Outdated systems hinder digital efforts
- Slow Websites: Poor user experience drives away potential customers
- Lead Management: Finding and nurturing quality leads is tough
- Content Creation: Producing engaging, technical content consistently
- Channel Optimisation: Making social media, email, and SEO work for B2B
- Measuring Results: Tracking ROI in complex B2B sales cycles
- Employee Resistance: Staff pushback against digital changes
To overcome these challenges:
- Upgrade to cloud-based tools
- Improve website speed and usability
- Use CRM systems for better lead tracking
- Create problem-solving content with visuals
- Focus on LinkedIn for B2B social media
- Set clear KPIs and use analytics tools
- Train staff and communicate benefits of digital transformation
1. Old Technology Systems
Manufacturers are struggling with outdated tech. These old systems aren’t just annoying – they’re making it hard to keep up in the digital world.
Here’s a shocking fact: 86% of companies say old tech is stopping them from meeting customer needs. For manufacturers, this is a big problem. They often use complex, old systems that are tough to update.
These old systems cause all sorts of issues:
- They create data silos, slowing down decisions and causing missed chances.
- They’re more likely to get hacked, putting data at risk.
- They lack features needed for modern marketing, like real-time analysis.
- They make customers wait. And customers hate waiting – 60% think a minute is too long, and 32.3% want instant answers.
So, what can manufacturers do? Here’s a game plan:
First, take a good look at your current systems. Figure out where the problems are. Then, make a plan to fix them. This means setting budgets, assigning people, and creating timelines.
Next, think about moving to the cloud. Cloud systems are more flexible and work better with modern marketing tools.
Also, focus on connecting your data. Get rid of those silos by using systems that share data across departments.
Lastly, don’t forget about training. When you get new systems, make sure your team knows how to use them. This way, you’ll get the most out of your new tech.
2. Slow and Hard-to-Use Websites
A manufacturer’s website is often the first impression for potential customers. But many manufacturers are shooting themselves in the foot with slow, clunky, and confusing websites.
Let’s break down why this is a big problem:
Speed Kills (Your Conversions)
Slow websites aren’t just annoying – they’re costing you money. Check out these stats:
“The likelihood of visitors bouncing from your site increases by 32% as your page load time goes from one to three seconds.” – Google
“An e-commerce site loading in one second has a 2.5 times higher conversion rate than a site taking five seconds.” – Portent study, 2022
The message is clear: Every second counts.
Usability Nightmares
Speed isn’t the only issue. Many manufacturing websites are just plain hard to use:
- Maze-like Navigation: 94% of people expect easy navigation. But too many websites have menus that feel like solving a Rubik’s cube.
- Mobile Mess: Over 60% of web traffic is mobile. Yet some manufacturers still treat mobile users like second-class citizens.
- Broken Search: If users can’t find what they need, they’ll find another website that lets them.
- Design Time Warp: An outdated look screams “We’re stuck in the past!” to potential customers.
How to Fix It
Don’t panic. Here’s how to whip your website into shape:
- Speed It Up: Compress images, clean up code, use CDNs to spread the load.
- Simplify Navigation: Stick to 7-8 main menu items. Make sure labels actually match the content.
- Mobile-First: Design for phones and tablets FIRST, then worry about desktops.
- Supercharge Search: Give users a search bar that actually works.
- Modern Makeover: Update your design regularly. It shows you’re keeping up with the times.
- Test, Test, Test: Get real users to try your site and tell you where they get stuck.
3. Finding and Managing Sales Leads
Manufacturers today face a big problem: getting good sales leads. Old ways like cold calling just don’t cut it anymore. Here’s why it’s tough and what you can do about it.
Everything’s Online Now
B2B buying has changed. Get this: 94% of B2B buyers look online before buying. That means you need to be where they’re looking – on the internet.
It’s About Good Leads, Not Just More Leads
Getting tons of leads isn’t the goal. You want leads that’ll actually buy. This is extra hard for smaller companies without big marketing budgets.
Keeping Track of Leads is a Headache
Once you have leads, following them through sales can be a mess. Many companies still use shared spreadsheets, which leads to lost opportunities.
How to Do It Better
1. Get Serious About Digital Marketing
Make your website easy to find on Google. But don’t just stuff it with keywords. Write helpful content that shows you know your stuff.
One manufacturing client saw their website traffic jump 570% after they started writing good articles about industry trends.
2. Get a CRM System
A Customer Relationship Management (CRM) system can totally change how you handle leads. Look for one made for manufacturers that can:
- Give you detailed info about customers
- Automate your sales process
- Make it easy to manage deals
- Show you helpful reports
3. Start a Referral Program
People still trust what others say about you. 86% of companies that use referral programs grow. Think about giving rewards to customers who send new business your way.
The Main Point
To find and manage leads today, you need to mix technology, good content, and personal touch. Use these tips, and you’ll be ahead of the game in manufacturing sales.
4. Creating Useful Online Content
Manufacturers often struggle with creating engaging online content. Their products are complex, making it tough to produce material that’s both informative and appealing. Let’s look at the main challenges and how to tackle them.
The Big Hurdles
- Explaining complex products simply
- Finding the right tone
- Producing content consistently
- Standing out from the crowd
Manufacturers often get stuck between being too technical or too vague. They also struggle to balance expertise with relatability. Keeping up a steady stream of quality content is another headache. And with AI-generated content on the rise, standing out is harder than ever.
How to Overcome These Challenges
- Solve Customer Problems
Don’t just describe your products. Write about fixing customer issues. For example, if you make machinery, write a guide on “5 Ways to Cut Production Line Downtime.”
- Use Visuals
Pictures can explain complex ideas better than words. Try using infographics, videos, or interactive tools. In fact, 87% of B2B marketers already use video in their marketing.
- Show Off Your Know-How
You’re the experts in your field. Use that knowledge to create detailed white papers, case studies, and technical articles.
- Make It Personal
Even in B2B, you’re talking to people. Personalised content can boost ROI by up to 300%, according to Statista. Tailor your content to different stages of the buying process and various decision-makers.
- Do Your Own Research
Want to really stand out? Conduct and publish original research. It shows you’re a leader in your industry and gives your audience valuable, shareable content.
5. Making Online Marketing Channels Work Better
Manufacturers face a tough challenge with online marketing. They need to appeal to logic-driven buyers, which makes it hard to use platforms like social media, email, and search engines effectively.
Social Media: Not Just for B2C
Many manufacturers doubt social media’s value for their business. It’s easy to see why – B2C strategies often flop in B2B. But when used right, social media can be a powerful lead generator and relationship builder.
Here’s how to up your social media game:
- Quality over quantity: Don’t chase followers. Focus on relevant leads. LinkedIn is gold for B2B connections. 89% of B2B marketers use it for leads, with 62% seeing long-term success.
- Show your expertise: Share insights, case studies, and thought leadership. Prove your value to potential clients.
- Use visuals: Posts with relevant images get 94% more engagement. Use infographics or videos to explain complex concepts.
- Be real: Don’t just broadcast. Build relationships by joining discussions and sharing valuable insights.
Email Marketing That Works
Email is crucial for manufacturers, but it’s tricky to stand out. Try these:
- Get personal: Tailor content to different buying stages and decision-makers. Personalised content can boost ROI by up to 300%.
- Smart automation: Use tools to streamline campaigns, but keep it human.
SEO for Manufacturers
94% of B2B buyers search online before buying. Here’s how to improve your SEO:
- Build a modern, user-friendly site: Follow current web design best practices.
- Keep content fresh: Regular updates show search engines you’re active.
- Target long-tail keywords: Focus on specific, industry-related phrases your potential customers search for.
Measuring Your Success
To make your online marketing work better, track its performance:
- Set SMART goals: Make your objectives Specific, Measurable, Achievable, Relevant, and Time-bound.
- Use analytics tools: Track website performance with Google Analytics and monitor social media engagement.
- Calculate ROI: Aim for at least a 3:1 return. Track KPIs like click-through rates, conversion rates, and cost per acquisition.
6. Measuring Marketing Results
Tracking the impact of online marketing spending is a headache for many manufacturers. Why? Digital marketing campaigns are complex, and it’s tough to link sales directly to specific marketing efforts.
The ROI Puzzle
Figuring out the Return on Investment (ROI) for digital marketing isn’t easy. It’s not like TV ads where you might see sales jump right after airing. Digital marketing is messier:
- Customers interact with your brand in many ways (social media, emails, ads)
- B2B sales can take forever to close
- It’s hard to pinpoint which marketing touch sealed the deal
Numbers That Actually Matter
While ROI is the end goal, these metrics can give you a clearer picture:
- Cost Per Lead (CPL): How much cash you’re burning to get each potential customer
- Lead-to-Close Ratio (LTCR): How many leads turn into actual buyers
- Customer Lifetime Value (CLV): The long-term payoff of your marketing efforts
Real-Life Example
A cleint was stumped by digital marketing ROI. Here’s what we did:
- Added UTM tags to all digital campaigns
- Put tracking pixels on their website
- Started using a CRM to follow leads
After 6 months:
- Cost per lead dropped by 65%
- Marketing return on investment grew by 170%
How to Get Better at Measuring
- Know Your Goals: Figure out what “winning” looks like before you start
- Use Google Analytics: It’s free and powerful – learn it inside and out
- Get a CRM: Track leads from first click to final handshake
- Quality Beats Quantity: One solid lead trumps a bunch of tire-kickers
- Play the Long Game: B2B manufacturing takes time – don’t expect miracles overnight
7. Staff Pushback Against Digital Changes
Manufacturers often hit a snag when rolling out digital marketing strategies: employee resistance. This pushback can slow progress and make it tough to adopt new tools and methods.
Why Employees Push Back
People resist digital changes for a few key reasons:
- They’re worried about losing their jobs
- They don’t get why the changes are needed
- They’re comfortable with how things are
- They think it’ll mean more work
Here’s a sobering fact: 70% of change initiatives fail, mostly because employees resist. That’s according to McKinsey. It shows just how important it is for manufacturers to tackle staff concerns head-on.
How to Overcome Resistance
So, what can manufacturers do? Here are some strategies:
1. Talk It Out
Explain WHY you’re making digital changes.
2. Get Employees Involved Early
Bring staff into the decision-making process. It helps them buy in and feel less scared about the changes.
3. Train, Train, Train
Invest in helping your team learn new skills.
4. Start Small
Kick off with pilot projects. Show some wins before you go all-in. It builds confidence and momentum.
5. Address Personal Worries
Remember, change affects people on many levels.
Tackle these personal concerns, and you’ll smooth the path to digital adoption.
Leaders: Step Up
Leaders play a big role in managing digital transformation. They need to:
- Set a clear vision
- Lead by example
- Recognise and reward people who adapt
In short, getting staff on board with digital changes is tough but doable. Clear communication, early involvement, and addressing personal concerns can make all the difference.
Conclusion
Manufacturers face big hurdles in digital marketing, but tackling these issues is key to staying competitive. Here’s how to boost your digital game:
1. Update Your Technology
Old systems hold you back. Switch to cloud-based tools that work well with modern marketing tech. HubSpot, for example, can handle your CRM, marketing automation, and analytics all in one place.
2. Make Your Website Better
Your website is often the first thing potential customers see. Make it fast, mobile-friendly, and easy to use. Google says even a 1-second delay on mobile can cut conversions by 20%. Focus on user experience and clear next steps for visitors.
3. Create Valuable Content
Make content that speaks to your customers’ problems.
4. Use Social Media Wisely
B2B social media isn’t just hype. LinkedIn is especially good for manufacturers. 89% of B2B marketers use it to get leads, and 62% see long-term success. Share industry insights, case studies, and behind-the-scenes stuff to build relationships.
5. Use Data to Guide Your Marketing
Use analytics to see what’s working. This means you need to nurture leads with targeted content throughout their buying journey.
6. Try Digital Ads
Add some paid campaigns to your organic efforts. Google Ads and LinkedIn Ads let you target very specific audiences.
7. Create a Digital-First Culture
Don’t let employee resistance slow you down. Train your staff and involve them in decisions. Communicate clearly and show everyone how digital tools can help.
By tackling these challenges, manufacturers can turn digital marketing from a headache into a powerful tool for growth.
The digital world will keep changing, but if you build a strong foundation now, you can adapt and thrive. Start small, track your progress, and keep improving. With persistence and the right approach, even the most traditional manufacturers can become digital marketing stars.