As the world becomes more technologically advanced, industrial manufacturing and material handling businesses must keep up with the latest marketing trends to stay ahead of the competition. This article will explore some of the most significant marketing trends for industrial manufacturing and material handling businesses and how they can leverage these trends to boost their marketing efforts.
- Digital Marketing
One of the most significant marketing trends for industrial manufacturing and material handling businesses is digital marketing. The rise of the internet has revolutionized the way companies market themselves. With the help of Search Engine Optimization (SEO), Social Media Marketing, and Email Marketing, businesses can reach a larger audience than ever.
Digital marketing is particularly important for B2B businesses because buyers increasingly use the internet to research products and services before purchasing. In fact, according to a survey by Google, 71% of B2B researchers start their research with a generic search. If your business is not visible online, you could miss out on potential customers.
Case Study: One industrial manufacturing company that has successfully leveraged digital marketing is Caterpillar. The company has a solid social media presence and regularly posts engaging content on platforms like Facebook, Twitter, and LinkedIn. In addition, the company’s website is optimized for SEO, which helps it rank high in search engine results pages (SERPs). As a result, Caterpillar has reached a wider audience and increased its online visibility.
2. Video Marketing
Video marketing is another trend that is gaining popularity in the industrial manufacturing and material handling space. Videos can be a powerful way to showcase products and services, provide educational content, and build brand awareness.
One reason why video marketing is so effective is that it can be more engaging than other forms of content. According to a survey by Wyzowl, 89% of consumers say they have been convinced to buy a product or service after watching a brand’s video.
Case Study: One company that has been successful with video marketing is Kion Group, one of the largest manufacturers of forklift trucks and warehouse equipment and providers of warehouse automation. The company has a YouTube channel where it regularly posts videos showcasing its products and services. These videos have helped Kion Group build brand awareness and establish itself as a thought leader in the industry.
3. Account-Based Marketing (ABM)
Account-based marketing (ABM) is a marketing strategy that targets specific accounts or companies rather than a broad audience. This approach can be particularly effective for B2B businesses because it allows them to focus their marketing efforts on the accounts that are most likely to convert.
ABM typically involves creating highly personalized content and outreach efforts for each account. This can include personalized emails, targeted social media ads, and even customized landing pages.
Case Study: One company that has been successful with ABM is HaF Equipment, a manufacturer of weighing, feeding, and bulk material handling equipment. The company used ABM to target specific accounts in the food industry, creating personalized content and outreach efforts for each account. This approach helped HaF Equipment generate more qualified leads and increase its sales.
4. Influencer Marketing
Influencer marketing is a form of marketing that involves partnering with individuals who have a large following on social media or other platforms. By partnering with influencers, businesses can leverage their audience to reach a wider audience and build brand awareness.
In the industrial manufacturing and material handling space, influencer marketing can be particularly effective for reaching younger, tech-savvy audiences who may not be as receptive to traditional marketing approaches.
Case Study: One company that has successfully used influencer marketing is GE. The company partnered with several influencers on Instagram to promote its renewable energy products. These influencers created engaging content showcasing GE’s products and services, which helped the company reach a wider audience and build brand awareness.
5. Virtual Events
Virtual events have become increasingly popular in the wake of the COVID-19 pandemic, and they are likely to continue to be a significant marketing trend for industrial manufacturing and material handling businesses in the future. Virtual events can include webinars, virtual trade shows, and online conferences.
One of the most significant advantages of virtual events is that they allow businesses to reach a global audience without the expense and logistical challenges of hosting an in-person event. Additionally, virtual events can be more accessible for attendees who may be unable to travel or attend in-person events for various reasons.
Case Study: One company that has successfully leveraged virtual events is the Material Handling Industry Association (MHIA). In response to the pandemic, MHIA shifted its annual trade show, ProMat, to a virtual format. The event was a huge success, with more than 20,000 attendees and 400 exhibitors participating, and ProMat continues to offer a virtual experience.
As the industrial manufacturing and material handling space becomes more competitive, businesses must stay on top of the latest marketing trends to reach their target audience effectively. By leveraging digital marketing, video marketing, account-based marketing, influencer marketing, and virtual events, businesses can stay ahead of the competition and reach a wider audience.
It’s important to note that not every trend may be suitable for every business. The key is to evaluate which trends align with your business goals and target audience and then invest in those areas accordingly. Tracking and analyzing your marketing efforts’ success metrics can help you optimize your strategies and improve your overall ROI.
By staying current with the latest marketing trends and continuously refining your marketing strategies, your industrial manufacturing or material handling business can grow and thrive in the future.
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About the author
Wendy Navarro, CEO
Wendy is the results-driven CEO of Nashville Area Digital Marketing Agency NAVARRO CREATIVE GROUP. Since 2015, she has been helping clients transform business expertise into brand authority by leveraging innovative marketing strategies.
