Is social media marketing worth it for my manufacturing business?
Yes, if you target it correctly. Social media is too often ignored or underutilized by manufacturing companies. But our data shows that, when fully optimized, manufacturing and industrial companies can leverage social media to increase traffic up to 300% and boost lead generation by 150%. The key is to be everywhere your buyers are and align your website's content marketing with your emails, paid efforts, and social media posts. Take a look at our recent blog posts on social media for more advice.
Can social media marketing help me get more leads?
Absolutely. Buyers use these social media channels to find more information, validate your company, and build relationships that can and do turn into sales. More than 70% of B2B buyers today are tech-savvy millennials — and they're on social media platforms. Social media can play a key role in advertising your business online if you're creating posts your buyers are looking for.
What's a common mistake with manufacturers just starting out with social media?
Don't make the mistake of getting your profile/page/handle/etc. and start spamming the world about your fantastic products/services. Take time to get the lay of the land. Visit groups, read comments and tweets and status updates of customers, suppliers and others within your market segment. Get a sense of how your peers talk and interact. What are common discussion topics? What are their chief needs, desires and complaints? You can't offer something valuable unless you know what's valuable to others in your industry.
How do I get started with a social media plan?
The ultimate goal of any marketing strategy should be to grow your business. Don't just post pictures for the sake of having posts on your profile. When you're creating your social media plan and content calendar, make sure each post is aligned to the rest of your content marketing strategy and supports your overall business goal. Document this all down in a formal plan, refer to it often, and adjust as necessary. Make sure your strategy includes the social platforms each post is going on, the posting schedule, and the employees in charge of the content.
If you are active on multiple social media platforms (and you should be), do not manage them in isolation. Link back to your Facebook page from Twitter, showcase your tweets on LinkedIn (the two sites have a function that makes it easy), offer your YouTube videos on your other profiles, etc.
Learn More: The Difference Between Facebook vs LinkedIn vs Twitter
What are the best social media channels for manufacturing businesses?
It all depends on your target personas and company goals. LinkedIn is a great start pretty much across the board in the B2B/industrial space, but you’ll need to dig a little deeper to figure out if Instagram, Facebook, Twitter, Quora, etc. are the right fit for your company.
It's important to remember that social media is just one part of a larger online marketing strategy. While social media activity can and does generate sales activity, there is still one more likely step in between—your website. No comment, tweet or blog post or brand page can possibly answer every question a new customer will have. Your website is an important part of an effective social media strategy. As such, it should have complete product catalogs, specifications and technical details, downloadable CAD files, case studies and any other information a new customer might be looking for.
Contact us for a free Digital Health Check. We'll evaluate your online presence and see exactly what you need to grow your business and connect with more B2B buyers.