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How to Avoid Three Common Mistakes Manufacturing Businesses Make with Their Marketing

Manufacturing Business Marketing

How to Avoid Three Common Mistakes Manufacturing Businesses Make with Their Marketing

Jun 24, 2024

Manufacturing businesses looking to grow their customer base will find that a strong marketing presence is no longer a luxury; it’s a necessity. Navigating ever-changing digital marketing trends and algorithms can be tricky, especially for manufacturers who may not have dedicated B2B marketing teams.

As a specialist B2B marketing agency, we see a few common mistakes that can hinder a manufacturer’s marketing efforts. Let’s explore these pitfalls and, more importantly, how to avoid them.

Mistake #1: Data Tracking

As you may have heard a million times, data is king in marketing. But you’re missing the bigger picture if you’re tracking everything as a key event (conversion) on GA4. The secret lies in focusing on your marketing goals. Is your marketing designed to drive more enquiries through your website? In this case, you should only track events like calls, emails, and form submissions as conversions. These actions indicate genuine interest from potential customers, allowing you to gauge your marketing performance with laser focus.

How to Fix It: Work with a marketing specialist to set up Google Analytics 4 (GA4) and Google Tag Manager (GTM) to track the right conversions and ensure tracking is set up with total accuracy. This will provide clear, actionable insights to inform your marketing decisions.

Mistake #2: Marketing in the Dark

Imagine driving without a destination. That’s essentially what happens when you lack Key Performance Indicators (KPIs) in your marketing strategy. Without defined goals, how do you know if your marketing efforts are moving the needle?

Common KPIs for Manufacturing Marketing:

    • – Traffic: How many visitors are coming to your website?

    • – Keyword Rankings: Are you ranking for relevant search terms?

    • – Click-Through Rate (CTR): Are people clicking links on your PPC ads, emails and social media?

    • – Conversions: How many leads are you generating through the website?

But here’s the secret sauce: While these KPIs are important, most of our manufacturing clients prioritise one thing above all else – quality leads. This is why we recommend focusing on conversion percentage and revenue generated, which will paint a clearer picture of your return on investment (ROI). If one lead converts and brings in £30,000, it’s far superior to 100 leads that lead to zero sales.

How to Fix It: Establish clear KPIs tailored to your specific goals and partner with a marketing agency that understands the manufacturing industry. We can help you define success metrics that matter most, like generating qualified leads.

Mistake #3: Dancing with the Wrong Partner

You wouldn’t take your car to a motorcycle repair shop, would you? The same principle applies to marketing, and it pays to go to the right place. A specialist B2B marketing agency brings a wealth of experience and expertise to the table that can help you unlock hidden potential.

Why Choose a B2B Marketing Specialist for Manufacturing?

    •  – Industry Knowledge: They understand the unique challenges and opportunities within the manufacturing sector.
    • – Strategic Approach: They can create and execute a data-driven marketing plan aligned with your overall business goals.
    • – Content Expertise: They can craft compelling content that resonates with your target audience, including suppliers or retailers.
    • – The Latest Tools and Techniques: They stay ahead of the curve, leveraging the latest marketing technologies to maximise your ROI.

How to Fix It: Consider partnering with a B2B marketing agency, like Extramile Digital, which specialises in the manufacturing industry. Our expertise can help you avoid costly marketing mistakes and achieve your business objectives.

By avoiding these common pitfalls, you can ensure your manufacturing marketing strategy is well-oiled and driving real results. Remember, a targeted and data-driven marketing approach is essential for success. Don’t be afraid to seek out the right expertise to help you achieve your manufacturing goals.

Explore our results page to witness how our digital marketing strategies have transformed B2B businesses, or contact our team for more information.