Why E-commerce Manufacturers Can’t Ignore Marketing?

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In today’s competitive market, manufacturers and vendors find it difficult to reach potential customers and sell their existing or newly launched products. Even if you manufacture good-quality products, you need a way for your customers to know about them. This is where marketing for manufacturers comes to your rescue. 

B2B marketing for manufacturers is a great way to attract potential customers & manufacturers by creating awareness for your product. Creating well-crafted marketing campaigns helps manufacturers differentiate themselves from competitors. This will eventually help in increasing demand for your products and increase sales as well.

In this blog, we will help you discover the perks of incorporating marketing into your business and how it can take your sales to the next level!

What is Manufacturing?

Manufacturing is the process of producing products on a large scale with the help of machinery. Manufacturers use various activities, from transforming raw materials to finished goods to developing strategies for sales.

The manufacturing industry is a crucial sector of any country as it hugely contributes to economic growth and employment generation. However, in today’s tech-savvy world, there is significant growth in the complexity and competitiveness of the manufacturing industry. Therefore, to stay relevant in the global marketplace, manufacturers must learn different approaches like marketing for manufacturers to be ahead of their competitors.

Benefits of manufacturing businesses

Here are some benefits of manufacturing business: 

  1. Job creation: The manufacturing industry requires different skills to work efficiently. This generates employment opportunities for skilled and semi-skilled employees, engineers and managers. 
  2. Economic growth: With several job creations, manufacturing businesses contribute majorly to economic growth. This improves the living standards of people and also contributes to the GDP. 
  3. Trade: Manufacturing industries also provide opportunities for ancillary and export-oriented industries that increase economic cooperation and diplomatic relations between countries.
  4. Supply chain benefits: It creates supply chain benefits for other businesses and industries by manufacturing raw materials and finished goods. These products are further used in other manufacturing processes. 

Differences in Consumer and Manufacturer Marketing

The difference between consumer marketing and marketing for manufacturers is their target audience, marketing strategies, products, and sales channels. 

Manufacturing marketing

Marketing for manufacturers focuses mainly on selling and promoting their products to other businesses, wholesalers and distributors. These products are further used as raw materials, components and inputs to create other products. Their aim is to persuade these intermediaries to stock and sell products to end users. Manufacturer marketing usually involves creating business-to-business relationships and negotiating contracts. 

Consumer marketing

Conversely, consumer marketing focuses on targeting individual consumers and selling finished products for their personal use. They use promotion and marketing strategies to create awareness and demand for their brands. Manufacturers involved in consumer marketing usually sell their products through retail channels, physical stores and online marketplaces.  

Why You Can’t Ignore Marketing for Manufacturers

Effective marketing strategies for manufacturers could be the secret ingredient to attracting and retaining customers and ultimately growing their business. Let’s dive in and explore why marketing is so crucial for you as a manufacturer!

The impact of poor customer service experiences

Ignoring marketing for manufacturers can lead to a lack of awareness among the targeted consumer and may also spread misinformation about your offered products and services. 

Good marketing strategies for manufacturers significantly impact customer satisfaction, loyalty and the success of your business. When customers have positive experiences with your customer service, they are more likely to become loyal customers and provide free marketing by telling their allies. 

B2B buyers require different strategies

B2B buyers demand special techniques to meet the needs of their organization because they concentrate on creating longer sales cycles. Effective B2B marketing for manufacturers aids B2B buyers with methods for brand visibility, engagement, and product uniqueness. Additionally, it enables you to give correct information—which is essential for wise purchasing choices—about their goods and services. 

B2B purchasers must be far more certain about their purchases than B2C shoppers. As a result, customers won’t likely engage with the business if they don’t have access to enough information about your goods or services.

Understanding click-through rates and completion rates

Various tools are available to analyze and research click-through and completion rates in marketing. This is useful for tracking and monitoring audience reactions to business campaigns and determining what appeals to them most. You can drastically enhance engagement by utilizing b2b marketing for manufacturers and strategies like appealing headlines, calls-to-action, and design features.

Need to focus on real people and internet users

When drafting marketing strategies for manufacturers, you should focus more on real people i.e. your customers. It ensures that the campaign is relevant, engaging and effective. 

Search marketing for manufacturers helps manufacturers to appeal to a specific audience based on interests, demands and demographic that would be interested in their products. This helps them narrow down who you want to engage and attract. Tools like SEO will help you further create brand awareness and attract website traffic.

Reach out to Vice Presidents during the purchasing decision process

You can circulate personalized marketing content to the vice presidents participating in purchasing by utilizing marketing strategies like ABM. You can use this online marketing for manufacturers’ opportunities and channels to network with the vice presidents and demonstrate your subject-matter expertise. 

You may circulate blog posts, recommendations, case studies, and other information to establish your authority and position in the sector. This is an excellent technique for you to get the vice president’s favor and become a loyal customer.

Credit cards and mobile devices are becoming more prevalent among B2B buyers

Manufacturers must ensure their websites are mobile-friendly as more B2B buyers are adopting mobile devices for product research and purchases. Manufacturers can benefit from marketing by creating mobile-friendly websites that are simple to use and offer a consistent user experience across devices.

Because more and more B2B buyers are making purchases online with credit cards, manufacturers must have the necessary e-commerce infrastructure to handle these transactions. Manufacturers can utilize marketing strategy for manufacturers to design secure, user-friendly, credit card-accepting e-commerce platforms.

Challenges in B2B Manufacturer Marketing

It is generally a little more difficult for B2B businesses in marketing as it aims at building long-term relationships and sales cycles. Therefore, B2B manufacturers need to take into consideration a plethora of factors before making a decision. Here are some common challenges you might face when drafting marketing strategies for manufacturers

Very specific needs

B2B manufacturers usually deal with clients with unique specifications and demands which require a high level of customization. It may be more difficult for B2B manufacturers to develop their businesses and obtain economies of scale due to each client’s individualized needs. Additionally, it could call for more intensive customer care and assistance, which can use many resources.

Long sales cycle

B2B manufacturers have to retain their clients for a long period which requires consistent effort and investment of time and resources. Long sales cycles may also raise the chance of losing a potential client to a rival. To keep the customer’s interest and commitment throughout the sales process, B2B manufacturers must consistently highlight the benefits of their goods or services.

Complex products

Manufacturing complex products requires a specialized workforce, resources, investment and efforts in marketing strategy for manufacturers. Ensuring the consistent fulfillment of these requirements becomes a challenge for B2B manufacturers. Additionally, complicated items can be difficult to sell due to their technical nature and the requirement to explain their value and advantages to prospective clients.

More people to convince

Whether to purchase your B2B products and services depends not on a single person but on multiple decision-makers within a company. This challenges a B2B manufacturer as everyone has different perspectives, priorities, concerns and opinions. To bring them under one umbrella requires a unique value proposition that can set you apart from other manufacturers and resonate with the clients.

Advantages of Using Marketing with Manufacturers

Any firm, including B2B manufacturers, depends on marketing to succeed. Manufacturers may raise brand awareness, create leads, and eventually boost sales by utilizing various marketing strategies for manufacturers. Here are some added benefits of marketing for manufacturers. 

More lead conversions

Businesses can demonstrate their industry reputation through search marketing for manufacturers while developing a solid rapport with their target market. This enhances access to better information about their products and services and raises the brand’s credibility. More leads get converted because the audience becomes more aware of the items and their benefits.

Brand awareness

Have you ever thought about why you see some particular brands everywhere? They use multiple marketing strategies for manufacturers and channels to promote their products and create brand awareness. 

In the digital world, there are various ways marketing can help a B2B manufacturer build a brand reputation. Advertising, content marketing, social media marketing and influencer marketing are examples of digital marketing channels useful for brand awareness.

Position your business as a thought leader

If you believe your products are up to the mark, you are just one step away from positioning your business as a thought leader- marketing. Through b2b marketing for manufacturers,  you may be able to grow your business into a go-to source for crucial information and ideas. 

This could promote innovation in your sector, help you gain a devoted following, and bring in new clients.

Enhance customer loyalty

Strategized marketing for manufacturers helps you address the particular requirements of your target market. With customized products and services, you gain the audience’s trust and can boost brand loyalty and customer advocacy.

Manufacturing Marketing Strategies

By now, you may be wondering, what are the ways of online marketing for manufacturers to reach out to customers? Here are a few manufacturing marketing strategies that can help you boost your sales. 

Publish written content

With published written content mediums like articles, blogs, case studies, whitepapers, and so on, you can share information about the products and services you offer. This informational content clicks with customers, especially because these usually involve soft-selling and can be easily accessed with the power of the internet.

Email marketing

You may establish relationships and increase engagement with your audience by delivering customized information via email marketing. With this campaign medium, firms can conduct low-cost marketing and analysis of campaign results.

Employ SEO

Relevant keywords are critical to SEO because they raise your website’s search engine rating and increase traffic. Utilize this SEO tactic to engage your audience and raise brand awareness. This might also make it easier for your customers to find the necessary information.

Effective Google ads and PPC

With effective Google ads and PPC, manufacturers can increase their brand visibility online and use specific keywords to target their potential customers. Manufacturers can keep track of their advertising campaigns through metrics such as click-through rates, cost-per-click, and conversion rates.

Test your website

By testing your website, you can figure out its flaws and issues that negatively impact the user experience and make changes accordingly. Fixing it would automatically drive more conversion rates and enhance user experience.

Trade shows

Trade shows are a great way to interact face-to-face with potential customers and establish an image based on trust. Profit from this opportunity to market your goods and acquire a competitive edge by bringing them to a new audience. Additionally, the public can offer you important feedback and criticism that can help you improve your marketing strategies.

Integrate social media

Social media marketing helps manufacturers to reach their target audience more efficiently, interact with them and also receive feedback. Manufacturers can creatively promote their products either by themselves or with the help of social media influencers. Also, you can get more leads and engagement by providing links to their company websites on social media platforms. 

Things to Consider: Manufacturer Marketing

Search marketing for manufacturers may be challenging for organizations prioritizing producing high-quality products. You can consider the following aspects to give the edge to your marketing strategies and build a loyal customer base.

Are you offering a commodity product or a customized product or service?

Your marketing strategy for manufacturers hugely depends on whether you offer a commodity or customized product. 

Commodity products are mass-produced and can be very common with other competitors’ products. Therefore, the marketing objective focuses on promotions, competitive prices and capturing market share. However, a customized product is an outcome of carefully considering customers’ unique needs and hence requires a different marketing strategy. It mainly focuses on building a loyal customer base and differentiating from the other competitors in the market.

Is your buyer an individual person or a committee of buying process influencers? 

If you are addressing the requirements of a person, you need to be aware of their preferences and try to create a brand image that resonates with them. However, if you are dealing with a committee of buying process influencers, you must give equal attention and consideration to each community member and their needs. The latter is more challenging and requires more effort, marketing tactics and messaging strategies.

How heavy is the competition in your industrial sector niche?

To develop effective marketing strategies for manufacturers, you must get a sense of the competition in the market. If there is more competition in your industrial sector niche, you need to focus more on conversion rates and show your audience what makes you stand out. You would have to develop more aggressive and innovative strategies and offer unique propositions to stay ahead of your competitors. 

Whereas, if the competition is low, your main purpose would be to educate your audience about your products and how they will benefit them. You do not have to do much research or develop many strategies; just creating a loyal customer base will do.

Steps for Adopting Manufacturing Marketing Strategies

Follow these steps to implement online marketing for manufacturers successfully 

1. Set your goals

Before launching any marketing campaigns, it’s critical to establish precise, quantifiable objectives that support the broad objectives of your company. Establishing marketing goals will enable you to plan the extent and course of your marketing initiatives and make sure that all of your marketing efforts are directed at reaching a specified outcome.

2. Build out your marketing team

The next thing to consider before developing marketing strategies is to have a team of complete and seasoned marketers. You can establish a marketing team to execute your vision in the best possible manner. Therefore, you can successfully conduct your marketing campaigns by hiring competitive employees with different skills suitable for different needs.

3. Define your buyer persona

Adopting manufacturing marketing tactics requires you first to define your buyer profile. It is a fictionalized portrayal of your ideal customer that relies on data analysis and market study results. Making a thorough buyer persona can help you comprehend who your audience is and adjust your marketing strategies to suit their unique requirements and preferences.

4. Select strategies that support the audience

Adopting manufacturing marketing techniques necessitates making crucial decisions, such as selecting marketing strategies that resonate with your target audience. Also important to consider is the type of content most appealing to your target demographic. Adapting your marketing strategies to meet the needs of your target audience will help you build trust, develop credibility, and increase sales.

5. Launch and test

Launching and testing is the last phase in implementing b2b marketing for manufacturers. You go through this procedure to test several strategies and determine which suits you best. Ultimately, this will assist you in continuously revising your plans to ensure an applicable and successful marketing strategy. You’ll produce more leads, and your brand will see more engagement. 


In today’s cutthroat business competitiveness, manufacturers need to stand out. Marketing strategies can help you stay ahead of the competition and discover unique ways to attract consumers to your brand. These help you strengthen your brand, boost sales and stay competitive in the market. You can promote your products easily and reach out to potential customers. 


Why is marketing important to manufacturers?

Marketing helps manufacturers to connect with their target audience and create engagement for their products and services. It helps in creating brand awareness and informing your audience about your products and services. Employing good digital marketing strategies can also enhance your brand visibility.

How do you target manufacturing companies?

You can target manufacturing companies by utilizing trade exhibitions pertinent to the manufacturing industry and industry-specific periodicals. Also, digital marketing strategies like email campaigns and specialized social media ads are great ways to target manufacturing enterprises.

What is the benefit of advertising to manufacturers?

Manufacturers gain from advertising because it can raise brand recognition, produce leads, and boost sales of their goods or services. It also helps in improving the relationship between a consumer and a manufacturer. A positive customer experience enhances your brand reputation and helps create a loyal customer base.

What is the best marketing strategy for a manufacturing company?

It depends on their specific industry, target audience, and business goals. There are various marketing strategies available, as discussed in the blog. Depending on your goal and target audience, you can use any or even multiple strategies together.

How much do manufacturers spend on marketing?

Based on the business size, the sector, and the specific marketing objectives, manufacturers’ spending on marketing might vary significantly. If you have a lot of other competitors in the market, you may have to use additional resources to stay ahead of them.

Why do manufacturers sell directly to consumers?

Manufacturers usually do this to increase their profit margin and build a loyal base of customers. It also helps build stronger brand loyalty by ensuring that the quality of your product and services is up to the mark. Manufacturers also get direct access to customers and their data which helps analyze customer behavior.

What are the 4 Ps of marketing for the manufacturing industry?

The 4 Ps of marketing for the manufacturing industry are product, price, place, and promotions. These are the four pillars of marketing for the manufacturing industry and are also called the marketing mix. A manufacturer needs to carefully consider and use these Ps wisely to reach their target audience effectively.

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