Manufacturing companies are often seen as corporate machines. Generally speaking, their websites have generic content and they’re not regularly updated. Information about their staff or company culture is often absent. As a result, many come across as cold and out-of-touch.
Of course, this isn’t necessarily true. Manufacturing companies have plenty of personality. The problem is that they don’t show it on their websites! Nowadays, 94% of B2B buyers do their own research online before contacting a manufacturing company. This means it’s essential for your manufacturing website to look professional and feel personal.
Let’s go over some content strategies for manufacturing companies to better promote their websites.
1. Showcase human voices on your site
Whenever possible, personalize your content using human voices. A few good ideas include: redoing your “About Us” page with a personal tone, starting a blog to showcase expert voices and introducing your product/services through client stories. This makes your manufacturing company look people-focused and ready to give great customer service. Multimedia such as podcasts or webinars can also be a good way to demonstrate your expertise.
2. Optimize content with your ideal client profile in mind
Your manufacturing company should always have an ideal client profile in mind. (As the saying goes, market to somebody, not just anybody.) Once you’ve determined your client profile, it’s time to optimize your content. You’ll want to leverage SEO keywords that you think this client would use to find your services.
For example, a client looking for top logistical solutions may search for “logistical solutions using IoT” or “top-rated manufacturing companies.” You’ll want to include these keywords naturally across your website.
Moreover, you’ll want to target your blog content towards this client profile. Topics should reflect their needs, so that you can drive them to your products.
3. Personalize your brand by avoiding the generic
As a general rule of thumb, avoid being generic. Your website should always aim to be personal and brand-specific. For example, the look and feel of your website should align with your brand goals. If your brand represents elegant and easy-to-use solutions, then your website should definitely display those values too. Be specific and avoid looking like every other manufacturing company.
4. Go virtual to wow clients
Virtual offerings can delight clients. For example, your site could offer virtual appointments with sellers or video tours of your manufacturing facilities. You might also consider multimedia content to show off your products, including how-tos and safety videos. As we’ve mentioned above, virtual content helps humanize your company and wow potential clients while you’re at it.
5. Generate industry buzz with updates
It’s difficult to trust a manufacturing company when their website hasn’t been updated in a year. Sales cycles for manufacturing are especially long and it’s key to stay top of mind. Update your website regularly. This includes your blog content, but also more industry-specific areas. For example, update your site with press releases, product launches and certification approvals. You can refresh website images, too. Keeping your site updated will give your company that much-needed industry buzz.
6. Reflect your logistical prowess on your website
Finally, manufacturing companies are known for being efficient and solution-based. Your website should reflect that same logistical prowess. Make things easy for potential clients by having prices and products updated. Create an easy-to-use ecommerce section. Have a contact page with multiple options, including social media. Most importantly, think like a digital consumer today. (For example, your product catalog PDF shouldn’t be hidden at the bottom of the page.) Your new clients will thank you.
At the end of the day, your manufacturing website is an essential part of your business. You should treat it with the same respect as your product line.
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