Successful industrial companies understand that short-term marketing strategies can only take them so far. As companies in the industrial sector strive to reach new heights in revenue in a competitive market, the need for a brand marketing program is evident.

Yet, the statistics are shocking. While 68% of industrial customers have less than five suppliers in their consideration set, a staggering 48% of manufacturers “don’t have specific goals” for lead generation through online channels. The lack of strategy combined with budget constraints is throttling the marketing success of these companies before they even start.

In this article, we will explore the importance of brand marketing for companies in the manufacturing industry. We’ll cover its benefits and use cases, key marketing channels to leverage, and how partnering with a manufacturing marketing agency can help you achieve long-term success.

Why Manufacturing Companies Need Brand Marketing

Stakeholders in the manufacturing industry are aware of the business decisions and revenue targets that will shape their company's future. But sustaining and expanding market share after significant milestones like an IPO requires more than just short-term tactics.

Let’s look at the reasons brand marketing is essential for manufacturing companies.

Increase Market Share After Going Public

Going public is a significant achievement, but it's just the beginning. Brand marketing allows you to continue capturing the attention of investors, customers, and stakeholders, ultimately driving sustained growth.

Create Stability and Brand Endurance

Building a strong brand presence in the minds of the public provides stability in times of crisis and economic turbulence. A well-established brand can weather storms and maintain customer loyalty.

Fuel Acquisitions and Mergers

If your long-term strategy includes expansion through mergers or acquisitions, a robust brand marketing program makes your company more appealing to potential buyers and sellers. A strong brand signifies stability and growth potential.

Key Brand Marketing Channels for Manufacturers

Effective brand marketing in the manufacturing industry involves a mix of channels to reach your target audience. Here are some key channels to consider:

Social Media

Use social platforms to develop authentic connections with your target audience. 61% of organizations who engage in social selling report revenue growth. This is because social media humanizes your brand, fostering trust and emotional connections with your audience. It's marketing without aggressive sales messages or intrusion.

Earned Media

Securing media coverage through PR efforts helps establish credibility and brand authority within your industry. It can also help accelerate your efforts throughout the marketing funnel.

According to a recent report from Cision, brand awareness is still the primary goal of earned media and public relations for B2B companies. But, they also found that B2B marketers are increasingly leveraging earned media for performance marketing and demand generation.

Owned Media

Cultivate and nurture relationships through owned media channels, including your company website, social media accounts, email marketing platform, and content marketing. These channels create demand and keep your audience engaged.

Paid Media & Advertising

Leverage paid advertising to expand your reach and increase brand recognition and recall. It's also a powerful tool for generating targeted leads quickly in key groups.

Hiring a Manufacturing Marketing Agency

Working with an industrial marketing agency can help you elevate your brand marketing strategy, but first, you need to know what to look for. You’ll want to work with your agency to:

Conduct a Marketing Audit

Begin with an audit of your company's current marketing maturity level, marketing structure, and business goals. Are you aiming for acquisition or new investors? Going through the IPO process? The agency should understand your specific objectives.

Develop a Growth Strategy

Work closely with the agency to create a growth strategy for your brand. Break it down into phases – short term (foundational work), mid-term (execution), and long term (experimentation and expansion into new channels).

Understand that Collaboration is Key

A successful partnership with a marketing agency requires active collaboration with various departments, including your marketing teams, sales team, operations, and investor relations. The agency should get in the weeds with your internal teams and other agency partners to eliminate silos and align efforts that will drive success.

Final Takeaways

Brand marketing for industrial companies should not be considered a luxury; it's actually a necessity. By strategically leveraging key marketing channels and partnering with a manufacturing marketing agency, you can expand your lead gen pipeline, position your company for sustained growth, and establish brand endurance over time.

Ready to take your industrial brand to the next level? Contact our manufacturing PR agency for a consultation and discover how our full-service solutions—including brand strategy, public relations, social media marketing, UX design, search engine optimization, and content marketing—can enhance your brand's visibility and drive customer acquisition.

B2B Brand Marketing for Manufacturers: What You Need to Know