How B2B Manufacturers Can Do Their Marketing Right


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B2B Manufacturers have a very crucial position in the global business market. How they manufacture, design and market their products have a direct impact on the entire trade cycle. Despite being at their best in this realm of innovation and production, many b2b manufacturers fail to come up with an effective marketing plan that can enable them to grow further and further.

With the digital marketing trend at its peak, many manufacturers are finding it hard to sell their services to B2B buyers and business clients. They fail to stand themselves out because of the intensifying competition and growing demands. For instance, even at a platform as huge as a China B2B trade site, many manufacturers still aren’t noticed and approached to.

To fix this, we believe, incorporating digital marketing techniques into your B2B manufacturing marketing plan will help target B2B buyers and guide prospects through your way. Follow these four important strategies to do your marketing the right way:

1. Search Engine Optimization

The best way B2B buyers can find you is through the most-used search engine Google. If you don’t have a strategy to be among the top rankings on Google, then people looking for your services aren’t finding you. In a B2B marketplace, searches made on Google are usually of two types – branded and non-branded. In a branded search, the user knows the brand name they are looking for while in a non-branded search, users search for manufacturers to help them cater to their specific need.

As a B2B manufacturer, you have more chances of being recognized in a non-branded search. To rank yourself among the top contenders, ensure that the website is responsive, encrypted, has high page load times, and comprises of necessary optimization techniques like backlinks, quality content, visual effects and well-thought technical architecture.

2. Conversion Rate Optimization

Conversion rate optimization helps to convert traffic or site visitors into business leads. While SEO can be useful with getting traffic to your website, CRO can help convert that traffic into meaningful prospects. Many of the famous China B2B platforms incorporate CRO through the following:

  • Asking users to fill out company forms
  • Deploying Chatbots
  • Webinar invites
  • Newsletter subscription
  • Pop-ups
  • Alpha and beta testing of landing pages

In a B2B marketplace, customers usually involve industries and business giants who have to purchase products in large quantities so they can sell it further to their clients. This is why the purchase cycle is longer and more thorough. Implementing CRO will help ease the process and convert timely leads.

3. Strong Content Strategy

Your content is the first thing people notice when they visit your site. In a B2B world, you have to convince businesses that already follow most of the marketing strategies that you do. You can implement a content strategy where you focus more on testimonials and customer stories to show businesses about your services solving problems for others. It should highlight your B2B manufacturing company’s value to customers, overcome their second thoughts and build a sense of trust. Most B2B sites in China B2B marketplace plan a content strategy to add value to both the potential customers and the company itself.

4. Create Buyer Personas

Your B2B marketing efforts will all go in vain if you don’t identify who you are actually targeting. Creating buyer personas i.e. fictional representations of your target customers helps you customize marketing campaigns. You can collect data from their demographics, pain points, search patterns, interviews, surveys and sales trends to gain valuable insights about what they will likely be interested in future. You can use the data to analyse the type of services they purchase or the marketing campaigns they will respond to in the future.

Future of B2B Manufacturing and Marketing

In order to gain a competitive advantage in the global B2B marketplace, companies must follow the right marketing plan to deliver their message to the potential customers they are looking for. Since the marketplace is already over-crowded, you need to be open-minded, adaptive and ready to bring new changes as per the ever-changing expectations of industries and businesses.

Beatrice McGraw
Beatrice McGraw is a content marketer who works for ExportHub - A Business to Business Market. A writer by day and a reader by night; she is striving to make the most of the new opportunities that comes in her way and excels in everything she does. Find her on Twitter here: @McgrawBeatrice.


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