Social Media for Manufacturers: Worth the Hype?


Let’s be honest: the typical customer of a manufacturer isn’t the most social media savvy person on the internet. Still, we know that social media is a necessary part of the modern business world, but it is really worth all the hype? The answer is yes, but only if it is used wisely.


Facebook at first may seem like a tough sell for manufacturers because the most successful company pages are typically B2C businesses. Since Facebook is a non-professional and personal network, it isn’t the first place people think to go when buying machinery, however, Facebook should not be ruled out by manufacturers. Facebook has a great influence over a business’ ability to drive traffic and also give the business a more “human” touch.

By creating a Company Facebook page, businesses can be found in simple searches. Likes on Facebook help determine how easy it is to find your company in Google searches. Facebook is also a great tool to follow industry partners, competitors, and potential customers. Posting regularly and building online rapport with your target audience is a way to give a more trustworthy, human face to your company .


Google+ is an incredible tool that allows businesses to enhance their search results by using social credentials and gaining influence. By posting articles to the company’s page, you can enhance your ranking on Google and your search listing. The key to making yourself stand out from your competitors is posting visual content. It’s true that pictures speak louder than words and visuals, especially personalized images, can greatly enhance your popularity online. Google+ Communities is an excellent platform to interact with the target audience and your industry. Through Google+ Communities you can participate in discussions, gain insight on competitors and your industry, and form relationships.


Twitter is arguably the most influential micro-blogging platform in the world. Utilizing Twitter gives manufacturers a means of engaging with millions of Twitter users worldwide. Twitter is a great way for manufacturers to reach out to members of the niche industries in which they belong. It is easy to engage with the target audience by sharing relevant content and interacting with the them directly. By using hashtags, you can tag your tweets to specific conversations and subjects, making your company more noticeable online. Also, you can search hashtags and find potential clients, leaders in the industry, and trade groups to follow.


LinkedIn by far the most influential way for manufacturers to connect with their target audience. Creating a company page is an easy process that takes little time. Invite your marketing, sales, and other employees to join the company page. Your employees are your brand ambassadors and will help you market your company and drive traffic to your company page.  Once your company page is up and running, it is important engage in industry groups. Make sure that you are participating in discussions and sharing relevant and engaging content on your page. There should be a balance between post about your company and relevant industry content. Nobody wants to be bombarded with a company continuously promoting themselves.

Social media is an integral part of any inbound marketing strategy. Utilizing social media allows manufacturers to stay up to date on their industry and generate sales leads. It also gives manufacturers an easy and inexpensive means of reaching out the target audience. Through the use of social media, manufacturers can build relationships and create lifelong customers, allowing their businesses to continue to grow.



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