4 Digital Marketing Mistakes Manufacturers Still Make (And How to Fix Them)
Are manufacturers set in their ways? In many instances, yes, including not understanding and applying the most relevant manufacturer marketing techniques that could help them grow their sales online.
That is why we want to assess the most common mistakes that manufacturers are still making that are holding them back from exploring marketing techniques that go beyond their legacy mindset and “we’ve always done it this way” attitude.
Manufacturers can revamp their marketing strategies and achieve lasting results by correcting common mistakes that limit their online visibility and waste budget on outdated tactics.
Let’s explore how!
Why Manufacturers Have Trouble With Digital Marketing
Undoubtedly, manufacturers are accustomed to generating leads from referrals, trade shows, and representatives, discounting the power of the online world for lead generation.
Many manufacturers we work with usually underestimate the power of digital marketing, and as a result, tend to underinvest in their digital strategy. This keeps them from branching out and working with new clients who are looking for precisely what they have to offer.
They are usually bound by geography and referrals, lacking the knowledge to branch out and expand nationally, let alone internationally, effectively.
Another reason manufacturers may not achieve ideal results from their digital marketing efforts is that they treat their websites like brochures. They lack an understanding of what elements on their website drive conversions and how to optimize them for manufacturer SEO.
Additionally, they keep their websites cluttered, slow, and outdated in terms of effective messaging and visuals. Overall, they make it difficult for potential users to find them online, and if they do, they make it even more challenging for them to access the information they’re looking for!
This lack of urgency to modernize and measure marketing performance prevents manufacturers from fully leveraging the immense power of digital marketing for branding, conversions, and lasting partnerships.
Marketing Gaps That Keep Manufacturers From Seeing ROI With Digital Marketing
Misunderstanding the Modern B2B Buyer
Today’s industrial buyers have options and usually research online long before they ever contact sales. What many manufacturers don’t realize is that 70-80% of the B2B buying process today happens digitally.
Therefore, instead of allocating their resources on the ground the way they’ve always done, their business growth is contingent on understanding and leveraging manufacturer marketing techniques that work.
This disconnect between what used to work and what doesn’t anymore, along with the lack of initiative to explore better alternatives, often leads to weak calls to action, an inability to nurture leads that aren’t yet ready to buy, and overlooking SEO and mobile optimization.
Fear of Wasting Money
Perhaps manufacturers do understand that they need to change their marketing approach, but investing in the online world of SEO, ads, and social media can seem like a huge financial risk.
Since digital marketing ROI is not always instant like it is at trade show booths, they may feel that investing in digital marketing would be like throwing money in a black hole.
This lack of trust in digital marketing can lead to inaction and a continued reliance on traditional outbound strategies.
Thinking a Website Alone is Enough
Most manufacturers lack internal marketing teams and operate in ways that were effective decades ago, hoping for the same results. This leads them to believe that having a website is sufficient for lead generation and sales.
However, because they don’t understand how websites strive to generate sales, they use it mainly as a catalog of their products. Unfortunately, this costs them significantly.
In today’s online landscape, a website needs to have a clear conversion path and a targeted traffic strategy that tracks performance. Additionally, if the website is not optimized for SEO, it won’t be an effective marketing tool. In fact, over 96% of websites online don’t receive any traffic from Google.
Addressing how you want to use your website for marketing purposes and expanding on how you drive traffic to your business online is key to noticing tangible ROI with digital marketing.
4 Manufacturer Marketing Mistakes That Are Costly
#1 Ignoring SEO
Ignoring SEO is hurting your manufacturing website because modern buyers do their purchasing research online first. If your website isn’t optimized for SEO or its technical SEO is lacking (speed, alt tag optimization, broken link fixing, etc.), it won’t appear in search results
Even if you did invest in manufacturer SEO years ago, these outdated tactics could be hurting your current visibility. For example, keyword stuffing, which used to deliver solid results, is now penalized by Google and other search engines. New content rules require new ways of optimizing your website for Google’s favorability and steady leads.
So, how can you fix your outdated SEO? Focus on investing in technical SEO, creating keyword-targeted service pages, and intent-based blog content that acknowledges the needs and pain points of your ideal buyers.
#2 Not Having a Clear Lead Conversion Path
Outdated website content and user experience can result in high bounce rates. Without a clear reason to engage and stay, potential buyers will look elsewhere for business.
Instead of treating your website as a static brochure showcasing how great your business and products are, take the opportunity to demonstrate to buyers how they could be at an advantage by partnering with you.
Effective messaging always needs a clear lead conversion path with strong calls-to-action, quote request buttons, and ways to differentiate products from competitors. When you make it easy for potential buyers to do business with you, you’ll see your conversion rate grow significantly.
#3 Using Generic or Stock Imagery
This marketing mistake may not seem like a big deal, but it truly is.
Why?
Because humans build trust and lower their resistance through signals of authenticity and emotional connection.
When manufacturing websites opt for stock images of gears, factories, and generic handshakes, they create emotional distance and erode trust with their buyers. It makes it harder for prospects to feel alignment with your business vision and your team.
Instead, use photos of your team throughout the website alongside real equipment and processes. This elevates credibility, differentiates you from most other manufacturing websites, and lowers buyer hesitation to leap with you.
#4 Neglecting Mobile & Speed Optimization
These days, websites must load quickly to be rewarded by Google and to appeal to buyers who have options and shorter attention spans.
Across the industry, manufacturing websites tend to load slowly and not perform well on mobile devices. Overall, a poor user experience can hurt Google rankings and negatively impact buyer perception of your brand, especially when engineers are viewing specs on the go.
By differentiating yourself through responsive design, optimized page speed, and seamless navigation, you will achieve higher visibility and conversion rates.
Top Agency for Manufacturer Marketing
If you know that your marketing approach is outdated and needs a revamp, why not work with some of the best manufacturer marketers in the industry?
We specialize in helping manufacturers increase online sales through SEO, website design and user experience, content strategy, and targeted advertising. Don’t fall behind most of your competitors – stand out through a proactive investment that will secure your business’s future online.
Reach out and get a free quote!