A digital marketing strategy for manufacturing companies is intended to increase the
visibility of the manufacturing products and services. For example, you may
want to increase your online marketing campaigns to attract more potential
customers to your steel fabrication company.
CollinsMeroka Digital Marketing agency specializes in creating unique strategies for manufacturers in Kenya. Here is a sample digital marketing strategy that will increase your online visibility in Kenya and beyond.
Content marketing is crucial for manufacturing companies to
demonstrate expertise and build trust with potential clients.
Here is a proven way to implement an effective content
strategy for a manufacturing company in Kenya.
Develop in-depth content like white papers, case studies,
and how-to guides that highlight your technical expertise. For example, a
white paper on “Innovations in Kenyan Manufacturing” could position your
company as a leader in the field.
Write blog posts that address industry challenges, trends,
and innovations. Focus on topics that are relevant to your clients, such as
"The Future of Sustainable Manufacturing in Kenya." Regularly
updating your blog not only provides value to your audience but also improves
your website’s SEO.
Use video to give virtual tours of your manufacturing
facilities or to explain complex processes. This visual content can be more
engaging and help potential clients understand your capabilities. For example,
a video showing the precision and quality control measures in your production
process can build confidence in your products.
Below is a sample content schedule for a manufacturing
company in Kenya:
Day |
Content
Type |
Platform |
Title/Topic |
Objective |
Week 1 |
||||
Monday |
Blog Post |
Website |
Techniques
and Innovations in manufacturing |
Showcase
expertise and highlight benefits of innovations. |
Wednesday |
LinkedIn
Article |
LinkedIn |
The Future of
Sustainable Manufacturing in Kenya |
Position as a
thought leader in the industry. |
Friday |
Video Content |
Website/Social
Media |
A virtual
tour of your manufacturing facility |
Build trust
by showcasing precision and quality control. |
Week 2 |
||||
Monday |
Blog Post |
Website |
Top 5
Challenges Facing Manufacturing Companies in Kenya |
Address
challenges and introduce solutions your company offers. |
Wednesday |
Case Study |
Website/Email |
How We Helped
CLIENT ABC Improve Their Manufacturing Efficiency by 20% |
Provide a
real-world example of your company’s impact. |
Friday |
Instagram
Post |
Instagram |
Behind-the-Scenes
Photos of Latest Project |
Humanize your
brand and showcase ongoing work. |
Week 3 |
||||
Monday |
Email
Newsletter |
Email |
Recent
Projects, New Products, and Industry News |
Keep clients
informed and engaged with updates. |
Wednesday |
Video
Testimonial |
Website/Social
Media |
Client
Testimonial: How Our Products Helped CLIENT XYZ |
Build
credibility and trust with potential clients. |
Friday |
LinkedIn Post |
LinkedIn |
Employee
Spotlight: [Employee Name] |
Showcase team
expertise and build audience connection. |
Week 4 |
||||
Monday |
Blog Post |
Website |
How-to Guide:
Selecting the Right Manufacturing Partner in Kenya |
Educate
potential clients and position your company as the ideal partner. |
Wednesday |
LinkedIn Poll |
LinkedIn |
What is the
biggest challenge your company faces in manufacturing? |
Engage
audience and gather insights for future content. |
Friday |
Webinar
Promotion |
Website/Social
Media |
Announce
Webinar: Optimizing Manufacturing Processes for Greater Efficiency |
Generate
leads by offering valuable insights. |
SEO is essential for manufacturing companies to capture the
attention of niche markets and specific B2B clients.
Optimize your website for industry-specific keywords. Focus
on long-tail keywords that potential B2B clients might use when searching for
specific products or services, such as “custom metal fabrication in Nairobi.”
Use these keywords in your meta tags, headers, and throughout your website
content.
Implement on-page SEO practices, including using alt text
for images, internal linking, and clear, keyword-rich meta descriptions. These
steps improve your website’s visibility and help search engines better
understand your content.
Essential On-Page SEO Practices
Keep your website fresh by regularly updating it with new
content. This could include new blog posts, updated service descriptions, or
news about recent projects. Regular updates signal to search engines that your
site is active and relevant.
Social media platforms, particularly LinkedIn, are powerful
tools for manufacturing companies to engage with the B2B community.
Use LinkedIn to share industry insights, company news, and
thought leadership content. Regularly post updates about your latest projects,
innovations, and industry trends. Engage with potential clients by commenting
on and sharing relevant industry news.
Twitter can be used to join industry discussions and keep up
with the latest news. Participate in industry-specific hashtags and engage in
conversations that position your company as a knowledgeable participant in the
manufacturing sector.
While Instagram is more visual, it can still be effective for manufacturing companies. Share images and short videos of your manufacturing processes, product quality checks, and behind-the-scenes looks at your operations. This content can humanize your brand and build trust with potential clients.
Platform |
Primary
Use |
Key
Actions |
LinkedIn |
B2B marketing
and thought leadership |
Share
industry insights, engage with clients |
Twitter |
Industry news
and real-time engagement |
Participate
in discussions, use relevant hashtags |
Instagram |
Visual
storytelling of manufacturing processes |
Share images,
behind-the-scenes content |
Email marketing allows manufacturing companies to maintain
direct communication with potential clients and nurture leads through the sales
funnel.
Build and segment your email list based on client
industries, job titles, and interactions. For example, create separate lists
for automotive manufacturers and electronics producers to tailor your messages
more effectively.
Send targeted email campaigns that promote new products,
updates on manufacturing capabilities, and industry news. For example, a
campaign introducing a new production technique can generate interest from
potential clients.
Implement lead nurturing campaigns with educational content
that guides potential clients through the sales funnel. Provide them with
relevant information that helps them understand your expertise and the value of
your products.
Send regular newsletters to keep clients informed about the latest
trends, innovations, and your company’s developments. A monthly newsletter can
maintain top-of-mind awareness among potential clients.
This plan outlines a strategic approach to email marketing,
tailored for a manufacturing company in Kenya. The focus is on building strong
relationships with clients and prospects by delivering personalized, relevant
content that addresses their needs and interests.
Objective:
To engage with clients and prospects through targeted,
personalized email campaigns that inform, educate, and nurture leads towards
conversion.
Email
Campaign |
Target
Audience |
Content
Focus |
Frequency |
Objective |
Welcome
Series |
New
Subscribers |
Introduction
to the company, mission, and services. |
Automated
(triggered by sign-up) |
Establish a
connection and set expectations. |
Product
Updates |
Existing
Clients |
Announcements
of new products, upgrades, or features. |
Monthly |
Keep clients
informed and encourage repeat business. |
Educational
Series |
Prospective
Clients |
How-to
guides, industry insights, and technical tips. |
Twice a
month, every two weeks |
Position
company as a knowledgeable leader in the industry. |
Case Study
Highlights |
B2B Clients
and Decision-Makers |
Detailed case
studies showcasing successful projects. |
Quarterly |
Build
credibility and showcase real-world impact. |
Newsletter |
General
Audience (Clients, Prospects, Partners) |
Company news,
industry trends, upcoming events. |
Monthly |
Maintain
regular engagement and keep the audience informed. |
Lead
Nurturing |
Warm Leads
(those who’ve shown interest but haven’t converted) |
Educational
content, testimonials, gentle CTAs. |
Every 2-3
weeks |
Guide
prospects through the sales funnel towards conversion. |
Feedback
Request |
Recent
Clients |
Survey or
request for feedback on recent interactions. |
Post-purchase/
Post-project |
Gather
insights to improve services and strengthen relationships. |
Re-engagement
Campaign |
Inactive
Subscribers |
Special
offers, updates on new developments. |
Every 6
months |
Re-engage
lapsed contacts and bring them back into the fold. |