Inbound Marketing for Manufacturers Blog

    8 Stats That’ll Alter Your B2B Social Media Strategy for Manufacturing



    6 minute read

    b2b social media strategyOver 79 percent of marketing teams say they were able to increase web traffic with as little as 6 hours per week of social media marketing, according to Social Media Examiner. Yet there are holdouts in manufacturing who either ignore social media altogether or don’t do it effectively. Using social platforms -- correctly -- is more important than ever to your B2B social media strategy.

    So, yes, you might think social media is a waste of time in your personal life. You might not even know what a hashtag is. But these eight stats might change how you feel about using it for manufacturing marketing:

    8 Stats to Make You Rethink Your B2B Social Media Strategy

    1. 30% of manufacturing marketers feel they’re using web and social content effectively.

    (Source: Content Marketing Institute)

    That’s a sad number. We gather this has two meanings:

    1. Manufacturing marketers aren’t producing social content.
    2. Even the ones that are admit they suck at it.

    The good news? Manufacturing is a wide-open field with limited competition on social media. So if you put out social content, chances are your voice will be heard -- while your tech-clueless peers remain anonymous online.

    2. 44% of manufacturers are leveraging social channels to promote content.

    (Source: Precision Marketing Group)

    This number is twice as scary when you learn 88% of all companies (regardless of industry) are using social media marketing.

    Yes, not every potential manufacturing client is on Twitter with a buying mentality. But even in an industry with a long sales cycle, you can still use social networks to:

    • Engage with your audience
    • Build relationships
    • Spotlight company culture

    Again, the fact that many other manufacturers are ignoring social media is a window of opportunity for you.

    3. Almost 60% of U.S. social media users think it’s easier to get customer service through social media

    (Source: Hootsuite)

    While not manufacturing-specific, this stat shows that when customers want their questions or issues resolved, they’re frequently turning to social networking. Social media is nothing if not immediate, and customer services response times tend to be quicker through these channels.

    The basis of any good inbound marketing campaign is to always be helping. Be the resource that solves their pain points and builds trust.

    4. 96% of B2B buyers want content with more input from industry thought leaders.

    (Source: HubSpot)

    While your products and services may not be flashy or make for a riveting read, this stat shows where you can shine: education.

    Sharing educational and insightful articles -- they can be first- and third-party -- will make you look like a smart feller. Amidst the din of baseless and obnoxious opinions littering social media, you can stand out as someone potential customers want to hear from.

    5. LinkedIn has 15x more content impressions than job postings.

    (Source: LinkedIn)

    Think LinkedIn is just a place for disgruntled employees to search for new jobs? Think again.

    For every job posting placed on LinkedIn, there are 15 content impressions, meaning 15 people are seeing your article in their feed.

    While this stat also isn’t manufacturing-specific, it’s important for you to hear. The reason is this: LinkedIn’s audience is already segmented -- educated, business-minded, and looking for solutions. It’s an obvious choice for B2B marketers in niche industries desperate for relevant leads. (Another reason we love LinkedIn Groups.)

    There’s a reason LinkedIn is the #1 social platform for lead generation.

    6. Facebook is the 3rd-most used social platform by B2B, yet only 38% of B2B marketers say it’s effective.

    (Source: Content Marketing Institute)

    More than three-quarters of B2B marketers use Facebook to promote content. Yet they rate its effectiveness below platforms like YouTube and SlideShare.

    So while Facebook promotion makes sense if you’re a B2C or especially a local business, it takes a little more thought for other manufacturers. To rise above the mass of puppy pics and political arguments, you may need to try different tactics, like targeted Facebook ads. Speaking of which ...

    7. 85% of manufacturing marketers use paid social media promotion.

    (Source: Content Marketing Institute)

    In addition to trying to reach a social audience organically, you can pay for advertising space on most social media networks. This is something manufacturers are taking note of -- are now used more than print and other offline promotion (82%).

    Paid social campaigns help you not only get in front of people, but also the right people. Depending on the platform, you can target by:

    • Interests
    • Gender
    • Age
    • Geographic region
    • Industry
    • Company size

    8. 69% of people in manufacturing follow social media channels focused on their field.

    (Source: Sixth City Marketing)

    Most of your target audience is using social media. Some of them even use it to find industry-related news and education. Use social content to keep your brand top-of-mind for potential and current customers.

    Be proactive and find buyers where they prefer to hang out, rather than hoping they somehow find you.

    More Resources

    Need convincing about other promotional trends? Click here for more manufacturing marketing statistics.

    If your staff doesn’t have the capacity to handle even a small social media or content marketing campaign, you don’t have to do it yourself. You can hire an inbound marketing agency that knows this stuff like it’s going out of style (before it actually does go out of style).

    Either way, the stats don’t lie: Use social media. Today. Don’t miss out on this opportunity to beat your out-of-touch competitors to the next great sales lead!

    manufacturer's guide to inbound marketing

    Topics: B2B Social Media Manufacturing Statistics

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