Britain is the birthplace of the industrial revolution and it remains the ninth largest manufacturing nation in the WORLD. There’s no doubt about it - the manufacturing industry is BOOMING with opportunities and growth. Thought-led and innovative marketing is the driving force behind many successful campaigns and businesses.
As the manufacturing sector enters a new era, there are some statistics you should be aware of. We’re here to provide all the crucial information you need to know so that you can get your marketing efforts skewed down for increased growth. It’s exciting! And development is guaranteed with this ever-changing industry.
In this post, we’ll share the key statistics you should be made aware of. We’ll also cover how the application of manufacturing marketing can skyrocket your growth and sales. Of course, there’s opportunities to be had so we can’t push them aside.
We’ll cover:
Manufacturing marketing in the UK
Content is king
It's obvious as the world shifts, so do the things we talk about. The face of content marketing is shifting more rapidly than ever. As industry trends and consumer habits change across the globe, businesses of all sizes are being forced to adapt - for good reasons.
Content marketing (blog posts, free downloadables, infographics, social media content) that answers your buyer's questions throughout their buying journey is non-negotiable. A survey by Engineering.com discovered a preference for an online search or a webpage blog to be a primary source for finding the answers to their questions.
The question is when your potential customer searches for an answer, will they find you? Then it’s time to think about your content marketing strategy and apply it to all appropriate areas of your business.
According to SEMrush, 78 percent of companies have a team of one to three content specialists and search is the number one traffic source to blogs across all industries. This means that if you have experts targeting your ideal customers with thought-led, user-generated content - you'll be well on your way to making valuable connections and attracting new leads.
Visual success through video
Let’s face it, our phones have become a growing presence in our daily lives and social media has taken the world by storm. But why wouldn’t it when everything we possibly need is at our fingertips?
According to HubSpot, more than 50 percent of consumers want to see brand videos before making purchases. Videos can demonstrate everything you can’t communicate via written content - so they’re a great creative tool that should be added to your marketing strategy.
With the obsession and popularity there, it’s important to continuously integrate your business across multiple platforms using the power of video content. Whether that’s brand videos, testimonials and case studies, use cases or field solutions, culture videos, demos, and more.
80 percent of video marketers claim that video has directly increased sales and 87 percent of video marketers say that video has increased traffic to their website. So if you're not choosing to leverage the power of video, then you're missing out on vital connections that could be game-changing for your business growth.
Achieve top rankings with SEO
So, although you might have great blog content and your website has had a revamp, achieving top rankings in search engines is crucial. Without paid campaigns or Search Engine Optimisation (SEO) at the forefront of your marketing strategy, you could be wasting vital time and resources. SEO is essential for helping your customers find you and drive leads to your site.
According to HubSpot, 84 percent of people searching for services in the manufacturing industry say they use the internet as their starting point in finding a company. So, if you aren’t doing all you can to be in the search results, then you're wasting vital opportunities.
Even as far back as 2015, Google research showed that 89 percent of B2B researchers use the internet as their primary source for gathering information. This again highlights the importance of a strong online presence through web, content and social media.
Optimising your website for search engines isn't something that should be pushed to the side. It's important when it comes to driving organic traffic. This can come in the form of technical SEO, off-site content - articles that link back to your website, and on-site content - blog posts and FAQs.
The power of email
According to Stastisa, the number of global email users is set to grow to four-point 48 BILLION users by 2024. That equals so many opportunities to gather new leads and start targeting them through the power of email. We’re referring to the email newsletters that provide insightful, useful content that will benefit your audience and answer vital questions.
eMarketer also reported that 79 percent of manufacturing marketers have an increased focus on email marketing which has created a 48 percent year-over-year increase in their ROI. Dig deep in your Buyer Personas, personalise the emails and think about the support consumers need at every stage of their buying journey.
PWC states that 78 percent of manufacturing businesses are developing (or already have) developed a business model that adds value to customer relationships. After all, connecting with your customers is vital to understand their wants, needs and expectations from you. Without your customers, you have nothing. So, ensure you're adding value at every stage of their journey and join that 78percent who are prioritising the important stuff.
Looking ahead of manufacturing in the UK
Looking ahead in the industry, not only future proofs your efforts for your business but it also reveals some very promising outcomes. At the moment, there are 2.6 MILLION people directly employed in manufacturing in the UK. Not only does this represent the growth rate of the industry but it shows the passion people have to support the industry going forward.
It’s said to believe that 66 percent of British people don’t understand the importance of manufacturing to the economy. There’s a lot of confusion out there and answering your potential customers' questions is the first step to being ahead of the curve.
This lack of understanding opens the gateway to opportunities. Whether you choose to leverage your company through new marketing efforts or you expand on your current strategies - it’s an opportunity that shouldn’t be overlooked.
81 percent of manufacturing businesses say they’re ready to invest in new digital technologies to boost productivity. That means, they’re getting one step ahead of the game and are generating new sales methods.
According to the Telegraph, “embracing new technology is essential to ensuring the future of Britain’s manufacturing sector”. There’s never been a better time to rationalise your sales and marketing technology.
Britain’s manufacturers are now entering a whole new era - AKA the “fourth industrial revolution”. With the help of innovative technology and compelling marketing, it’ll help businesses boost their productivity, streamline their productions and become more creative.
Learn more about manufacturing marketing for FREE!
We know how daunting it can be to develop your business and delve deep into new strategies. However, as we’ve covered - there’s so much potential and the industry is constantly changing and growing. It’s up to you whether you use this to your advantage and receive the success you deserve!
If you want to learn more about the opportunities in the manufacturing sector and view our previous successful manufacturing-based projects - look no further. Head over to our manufacturing microsite and get in touch with one of our digital transformation experts TODAY!