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The Digital Factory Floor: Leveraging LinkedIn and Online Advertising for Industrial Growth | Power Up Your Manufacturing Brand, Part 3

Published: April 26, 2024       Updated: July 14, 2024

5 min read

Traditional marketing methods for manufacturing companies are not quite obsolete, but they may no longer be enough to reach modern buyers effectively. Digital channels offer greater flexibility and measurability, making them essential for manufacturers looking to adapt to changing communication trends.

My jaw dropped when I discovered that 75% of business-to-business (B2B) buyers use social media to make purchasing decisions. That’s a lot of opportunities you’re missing if you’re off the digital grid. At least 73% of them claimed to be on LinkedIn, and up to 50% use this professional network as a trusted source. So, if you want to build and maintain a social media presence, at least you know where to start. 

Now, let’s get into the details.

Building a Strong Social Media Presence: The Ins and Outs

An article discussing the importance of building a strong social media presence, specifically on LinkedIn for manufacturing companies-2The manufacturing industry is becoming more competitive by the minute, with companies vying for the attention of buyers worldwide. Digital marketing is an effective way to catch your desired audience’s eye through various online channels. What’s more, it offers a vast array of tools to help you personalize your efforts, track customer interactions, and optimize campaigns for better results.

Social media is the digital marketing opportunity currently taking the world by storm. Building a strong presence across the right platforms has become the holy grail of reaching a wider audience and building strong and lasting relationships with customers, suppliers, industry professionals, and other stakeholders.

Social media facilitates communication, fosters interactions, and provides a forum for sharing valuable insights, updates, and industry news. Moreover, it allows manufacturers to humanize their brand with behind-the-scenes content that boosts authenticity and credibility.

Considering how many social media platforms exist today, seeking a more robust social media presence might be intimidating. But there’s no need to panic. As I said, the biggest chunk of the audience you want to attract is on LinkedIn. That’s where I’d place all my bets to get started if I were you.

Facts About LinkedIn I Wish I Knew Sooner

Competitors come and go, but LinkedIn remains the undefeated champion of professional online networking. The platform has over 1 billion users globally and offers a vast network of potential customers and collaborators for manufacturers.

Because of its business-focused approach, LinkedIn has long been the ideal environment for sharing industry-specific content, nurturing professional relationships, and, perhaps most importantly, generating leads. I, for one, leverage LinkedIn's robust features to target decision-makers and key stakeholders. 

My go-to LinkedIn features are:

  • Company pages
  • InMail messaging
  • LinkedIn groups

This last one provides valuable opportunities for manufacturers to engage with like-minded professionals. It gives you a safe space to share expertise and exchange ideas. In my opinion, participating in relevant groups is the fastest route to amplifying your reach and cultivating a loyal community of followers who are genuinely interested in what you have to offer.

Another useful LinkedIn feature is LinkedIn ads, which refer to paid advertisements users can easily create with LinkedIn's advertising platform. These typically appear as text ads, sponsored content, and sponsored InMail that target specific demographics.

Creating Online Ads On LinkedIn

linkedin and assembly lineEverybody seems to prefer organic reach these days. While it’s true it can help build a genuine audience and grow brand awareness over time, I still value the immediate impact and precise targeting that online advertising brings to the table — especially on LinkedIn. 

Advertising on this platform lets you showcase your brand and its offering directly to the people who matter most. This is pivotal to increasing the likelihood of generating quality leads and conversions that translate into higher revenue.

To create the perfect LinkedIn ad, I follow this simple guide:

  1. Define clear objectives. I ask myself what I want to achieve with my ad, such as increasing brand awareness, driving website traffic, or generating leads.
  2. Do thorough research. I use LinkedIn's robust targeting options to narrow down my audience. Here, I focus on impact quality and not quantity.
  3. Craft compelling copy. Once I know who I’m talking to, I craft a concise yet attention-grabbing ad that clearly communicates my offer's value proposition. 
  4. Use high-quality visuals. I incorporate eye-catching images or videos to capture the viewer's attention and keep them engaged for longer.
  5. Include a strong call-to-action (CTA). Last but not least, I encourage viewers to take action by including a clear and compelling CTA that tells them what to do next.

I used to think my job was done after my ads went live, but that’s when the true fun really begins. I now know to closely monitor ad performance to learn which formats, targeting options, messaging, and CTAs work best. I also use A/B testing to compare different ad variations and optimize my campaigns over time.

Start Driving Website Traffic and Boosting Sales!

The ultimate goal of increasing your social media presence is to get customers to visit your site and make a purchase. Organic posts and ads are excellent tools to achieve this, but you’ll need to invest in a comprehensive online marketing strategy to see the best results. 

At Idea Grove, we can help you drive more brand awareness through social media, but we’re also equipped to increase your visibility on search engines and GenAI platforms. Get in touch with us today and watch your sales skyrocket!

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