As most of us know, the manufacturing industry can have, shall we say, a bit of an old school approach to marketing and the digital tools available. Many manufacturing execs do not see the need for social media channels to enhance the searchability of their brand and create qualified inbound leads that makes the sales process easier. Unknown corners of the Internet can seem a bit scary, and most prefer to stick to the old tactics they know best.
Now all of this does have to start with a website. For sake of conversation, we’ll assume you have a killer website already created.
Think of your website as Central Station and social media channels as the tracks leading in and out of the station. People coming and going and taking in as much as they can in short bursts. We’ll take a look at some of the key social media channels and the importance of using them for the manufacturing sector.
Twitter is likely the hardest social media channel to convey its importance to manufacturers. “Why do I need Twitter?” “I don’t know how to use Twitter, why should I bother?” “Twitter is for the younger generation, not us.” First and foremost, Twitter is not just for the younger generation. More and more companies are finding usefulness in Twitter, no matter the age of the manager utilizing the program. Sales teams use it to quickly build what I would call an online roladex to call on later when the time is right. With Twitter, the fire can build so fast that a company can expose their message exponentially in a matter of minutes. The more eyes you have on your message, the more opportunity to sell your product/service to the right target with minimal effort.
LinkedIn is a necessity for manufacturers for 2 reasons:
- It’s another great avenue for a digital presence. LinkedIn profiles are showing up high in search results without having to do any extra work, other than building a profile and maintaining steady posts. LinkedIn does the rest.
- Recruitment. LinkedIn is a resource that many young professionals looking for jobs are using as a tool to find companies of interest, and to make sure they see something interesting coming from the company. Manufacturers know that it is difficult to find good employees that are qualified or trainable. A good LinkedIn presence will help weed out those that may not be the right fit.
Facebook helps bring humanity to a relatively sterile looking industry. The messages are light and the imagery is friendly. Again, like LinkedIn, Facebook will help in search results and those looking for a manufacturing job. Like Google Places, it also provides location and contact information in an accessible fashion for those trying to look you up. Searchers also consider an active company time-line to signal the credibility and success of a business.
4. Google+ and Google Places
We are all aware at this point that Google loves itself. So it’s simply a necessary step to be on the platforms Google owns. Google+ will help in search rankings and Google Places is what’s seen in the map search. Both are important and should be used simultaneously. These profiles greatly help drive relevancy for Google users as well, meaning, Google wants to be sure that their users are getting the right search results. A lot of it is location specific, so having those profiles again helps get you the right customers to your website or social sites.
There are many more social sites that can be utilized, such as, Pinterest, Instagram, Tumblr, Flickr, etc. It is highly important to talk to your marketing professional about the right social media channels to be on. Not every one of the channels is right for every company. Your target audience is out there, both buyers and potential employees; it’s using the right tool to engage them that gets your inbound marketing engine up and running.