20+ Digital Marketing Stats Every Manufacturer Should Know

digital marketing for manufacturers

It was recently reported that 42% of industrial companies feel neutral about their marketing efforts, while an additional 30% are altogether dissatisfied.

However, we’ve got a few manufacturing digital marketing facts that will blow the minds of these 72% of industrial companies and show them why utilizing digital marketing can be greatly beneficial.

Website Content

First impressions are everything. That’s why streamlined, concise site organization is a great starting point for digital marketing.

  • Content Marketing Institute also reported that 85% of manufacturers say they are doing content marketing as part of their strategy.
  • 59% of manufacturing marketerssay that fresh web design and mobile optimization have drastically improved their businesses after just one year, with 82% of them saying it was due to the enticing web content.

For a good example of clear web content, check out the MacAllister manufacturing site.

Search Engines

While a worthwhile web revamp can go a long way, achieving top rankings in search through paid campaigns and organic leads is essential to driving customers to your site.

  • 84% of peoplesearching for services in the manufacturing industry say they use the internet as their starting point in finding a company.
  • 75% of peoplesearching the net never go beyond the first page of search results.

For a great example of search engine optimization and website conversion

optimization, check out our discussion about Valco Valley Tool & Die.


The main goal of any marketing campaign is producing results, and thanks to digital marketing many manufacturers have seen a significant impact.

  • Around 77% of manufacturing marketers have noticed increases in their conversion rate because of digital marketing.
  • Digital marketing helped generate 15% more business from existing customers.

Email Newsletters

Some may say that email marketing is a dead art, but with these stats you’ll see why that is a difficult position to defend.

For a great example of manufacturing industry email newsletter content, check out the Advanced Manufacturing example.

Marketing Spend

Digital marketing solutions for manufacturers can cut down on B2B marketing costs and the necessity of attending costly manufacturing trade shows.

  • Forrester recently reportedthat nurturing leads through web marketing is one-third the cost of traditional marketing strategies and typically generates up to 50% more manufacturing purchases.
  • Some companies have saved around $20k by switching their investment to digital compared to traditional marketing.
  • On average, only 8% of total company budget for manufacturers is spent on marketing.

Social Media/Video

Let’s face it, our iPhones are practically permanently affixed to the palms of our hands. With our phones having a growing presence in our daily lives, integrating the constant feed of social media posts and video content into your industrial marketing strategy is essential.

  • People who are searching for products have also said that they are 4x more likelyto watch a video about a product than read about it.
  • 59% of manufacturers are planning to increase their marketing on social media, with 81% saying LinkedIn is top of mind.
  • 75% of manufacturers have planned to use video on their website.

For a great example of how to effectively utilize manufacturing videos, check out this example from AMECO USA.

In conclusion, we know that reaching potential customers can be tough. However, the often untapped role and power of online marketing is undeniably essential to gaining leads in the manufacturing industry.

Quick Wins for Manufacturers

Looking for some ideas on how to ramp up your digital marketing for your manufacturing business? Here are some things you can try: 

  • Use Google Analytics to see your top landing pages, and ensure those pages are optimized with keywords, interlinks, and other on-page SEO must-haves
  • Make sure your listings on major directories all include links to your website
  • Examine your top competitors and see where there are gaps in your content
  • Evaluate your website’s speed using the PageSpeed Insights tool
  • If you consider yourself a local business, ensure that you have claimed and optimized your profiles on both Google and Bing Maps

Other Articles That Can Help

Need additional help with your manufacturing digital marketing strategy? Check out some of our other articles:

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