for Industrial Oven Manufacturers

While analysts predict the industrial oven marketplace will grow from $9,422.1 million in 2020 to $15,967.7 million by 2031 and will register a CAGR of 4.5% from 2022 to 2031, there’s no guarantee that every manufacturer will benefit from this trend. Increasing leads and traffic can help you tap this growth marketplace and boost your company’s competitiveness. If you’re a manufacturer, boosting leads and traffic should be among your top priorities in 2023 and beyond. 

But boosting leads and traffic is easier said than done for manufacturers. Harnessing the power of digital marketing (DM) is the secret to doing that. DM is far more cost-effective than traditional advertising methods and provides a superior return on investment (ROI). It also offers better reach, more accurate targeting, and increased brand credibility. It also offers improved budgeting and more efficient and effective use of your marketing resources.  

And since digital marketing costs are far lower than traditional methods, you can be highly experimental, with little or almost no risk. In other words, you can try things and fail without paying a heavy penalty. Put simply, DM is a proven approach that can take your lead and traffic generation to the next level. It’s an approach that more and more industrial oven manufacturers are adopting.

Below are three steps you can take right now to embrace digital marketing and boost your company’s leads and traffic:

Step 1: Develop a Digital Marketing Plan

Effective digital marketing is easier to get right with a plan. So, developing a targeted DM plan is a must no matter what your company size. A targeted plan provides an actionable roadmap with specific channels, details on how you plan to achieve your marketing goals, and a description of your buyers’ persona or personas. More importantly, the plan helps you focus on a particular strategy.

Inbound marketing, for example, is a proven marketing strategy for manufacturers that can be targeted by companies. It not only brings procurement pros, buyers, and engineers to you. It also maximizes your exposure in the marketplace and shuffles customers through their buying journey. Manufacturers have used this approach for years to promote everything from their technical expertise to their quality compliance and everything in between. 

Your marketing plan should also include your marketing goals. These should be clear targets based on the SMART goals approach. In other words, your goals need to be:

• Specific
• Measurable
• Attainable
• Relevant
• Time-bound

You’ll also need to build in metrics and measurement tools into your plan to see how you did and how your efforts compare to your benchmarks. This effort will also tell you what’s working and where you need to adjust your processes.

Step 2: Determine Proven Digital Marketing Strategies

A marketing plan is only as good as the strategies it employs. Below are five proven strategies that have worked in the industrial oven industry. Implemented correctly, they can help you take your marketing to the next level:

1. Define your target market and target audience

The linchpin of your DM efforts, this strategy entails understanding who your buyer is and what her buying journey is. Start by defining your target companies using firmographic data (company size, location, industry, revenues, number of employees, etc.). Then, define your target audience—the specific buyer searching for your product or service. Later, you can use demographic and psychographic data to pinpoint who these people are.

2. Create digital marketing assets that drive sales conversion

Your marketing plan should include a robust content marketing strategy. But it can’t be just any content. It needs to be click-worthy, educational, and informative. Developing a blog post on your testing laboratories’ role in your manufacturing process or a case study on a successful application generate leads. Additional content ideas include whitepapers, buyer’s guides, organic traffic from social media, and SEO traffic from Google.

3. Leverage digital marketing technology

Investing in marketing automation tools makes sense. It not only increases productivity but also boosts effectiveness. Tools to consider here include customer relationship marketing (CRM) software, like HubSpot, that can help you manage interactions with customers and prospects. You should also consider marketing automation software designed to help you automate time-consuming, repetitive tasks like email marketing and integration tools that can link your CRM software to an ERP platform.

4. Optimize your website for searches

Optimizing your website ensures that prospects and customers can easily find your website in searches. This effort includes implementing search engine marketing (SEO) tactics. Practical SEO efforts include tactics to help you dominate search engine results pages (SERPs). All prospects or customers need to do is pump in the right keywords. SEO can include anything from changing the titles of your pages to acquiring more links to your site.

5. Embrace pay-per-click (PPC) advertising

PPC is a powerful promotional tool for manufacturers. It’s not the same as traditional print advertising, however. It’s a modern method of advertising on SERPs and other web pages. Simple and inexpensive, PPC ads can provide a high ROI for budget-conscious managers. These ads can be as simple as a sentence or two with a hyperlink to your website. Plus, you only pay for them when somebody clicks on your link. If you need to rank better on search engine pages, these ads can drive traffic to your website.

Additional marketing strategies you could include in your DM marketing plan include doing competitive analysis, testing website pages to see what converts, using videos for SEO, employing blockchain technology, and creating social media profiles. Social media is an effective way to promote milestones in quality compliance, product development, or a webinar.

Step 3: Implement Best Practices in Your DM Efforts 

Executing this step is critical to generating more traffic. Best practices help you create the foundation for a great customer experience whenever a buyer or prospect contacts you. Best practices will also help you stand out, generate brand recognition, boost customer loyalty, and enhance interactions with your target audience. Plus, they can help you identify what your competition succeeds at and what it fails at—valuable information that can help you turn your company into an industry leader. 

Implementing these three steps right now can help you generate more leads and traffic than ever. Success like this is transformative. Harnessing the power of digital marketing can also help boost your bottom line and profitability. It’s why industrial oven manufacturers increasingly embrace DM as a critical component of their post-COVID-19 go-to-market efforts. If you’re a manufacturer in this hotly contested industry, harnessing the power of DM makes good business sense and drives your company forward.