A company that makes medical tubing probably won’t advertise on the side of buses.
A business that crafts custom furniture isn’t likely to buy ad time during the Super Bowl.
For manufacturers in niche industries, there aren’t a lot of opportunities to do traditional outbound marketing such as TV spots, billboards or print advertising.
That’s why inbound marketing is so important for niche manufacturers. Here a few points to show why inbound should be your choice when it comes to manufacturing marketing.
1. People Will Seek Your Expertise
If you’re in a niche industry, you have knowledge and expertise that most businesses just don’t have. That means that customers seeking information on your industry will track you down. What will they find when they get to you?
Hopefully, you’ve created strong content that attracts potential customers to you and also establishes your company as a leader in your field.
By content, we mean things such as well-written, entertaining and informative blog posts that talk about trends in your industry in general, or more specific posts talking about one facet of your business.
2. Those People May Not Always Be Local
The billboard on the interstate or stuck to the side of a city bus has a pretty limited audience. But with inbound marketing, you can build an on-line presence with an audience that includes anyone with an internet connection, provided you have the right content.
The ad that runs on TV may stick around for a few weeks or a few months, depending on the budget. But inbound marketing has a longer shelf life. Someone searching for your industry today might stumble across something you wrote last month. Something you write tomorrow might get read next year.
3. No Matter Where They’re From, People Will Want to Connect With You
The people who are interested in your industry are looking for companies like yours on Twitter, Facebook, LinkedIn and other social media networks.
So we’ll ask again: What will they find when they get to you?
They should see a company that’s using social media as another weapon in its manufacturing marketing arsenal. That means posting updates about your business, but also interesting/informative content connected to your industry.
It means engaging with your prospects. Social media should be a conversation, not a one-way list of announcements and updates.
And don’t be afraid to share photos and videos on your social media pages. A few photos from a company gathering or a video explaining how your product works can go a long way to help you humanize what you do.
Video can be an especially useful tool, as more and more web users look to make it part of their experience. By 2017, video will account for nearly three quarters of all internet traffic.
IQnection can help you use video marketing to get potential customers more aware of your brand, thus bringing more people to your website and turning prospects into customers.
You may have a niche business, but it doesn’t have to be lonely in your niche.
For niche manufacturing companies, inbound marketing is a chance to cast a wide net.