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Marketing in manufacturing or the B2B industry has always been a strategic concern for most of the big companies because digital marketing is taking over the traditional marketing ways, no longer the catalogues or partnership deals, word of mouth helps in bringing a returning customer. Returning customers is like a cherry on the cake for any company, but returning customers becomes the primary source of income for many manufacturers.

Global Economics & Pandemic

The COVID-19 pandemic has hit the world's economy. However, there is no denying that it has hit the most prominent manufacturing country of the world, i.e., China, as the outbreak started from China's Wuhan market. Though China is gradually recovering from the outbreak as we say every fire certainly leaves the ashes, it will undoubtedly impact its global presence as a herd manufacturer. With China being accused of the outbreak by many countries, there is a certainty that this shift will help India to boom in the manufacturing industry because of extensive labour and advancement in technology. The tagline Go Vocal for Local by PM Narendra Modi to promote the local businesses and manufacturers in India adds as a catalyst to the ongoing scenario.
But it's always easier said than done. To fill the Chinese market's shoes in the world, India certainly needs to step their marketing game up in the manufacturing industry post COVID-19 Marketing in the manufacturing industry holds the same importance as any other retail or service-based industry. Post-Covid- 19 manufacturing industries need to shift their digital marketing presence to drive more sales or new customers, rather than relying on traditional means. Marketing through digital means for the manufacturing industry requires a different approach, a creative strategy. Post COVID-19, the factors which can play a massive role in the marketing of the manufacturing industry:

Email Marketing:

Manufacturers tend to sell their products through commission per cent, quantity selling. Email marketing can help in playing a massive role in getting a competitive edge by sending the different commission offers; sale offers to the new and existing customer base. This technique can be useful for 3,2 or no tier manufacturers.

Website Building:

Having a digital presence in the 21st century calls for an excellent, extensive, user-friendly, and attractive website. Sometimes the only investment you need to up your game in digital marketing is to have a good website. The best way to present what you manufacture is through a website. Creating and maintaining a website helps in showing the products you sell and helps in gaining the trust of the customers.

Pay per click (PPC):

Google Paid search campaign can help lead generation, i.e., driving customers if the keyword has a good search volume in the initial stages of digital marketing. PPC helps in driving customers quickly, but it involves many costs compared to other forms of digital marketing. The best way to present what you manufacture is through a website. Creating and maintaining a website helps in showing the products you sell and helps in gaining the trust of the customers.

Search Engine Optimization (SEO):

Search Engine Optimization is the opposite of paid campaigns; it may not drive immediate leads, but it helps to build a brand and secure loyal customers in the long run. It helps to make a presence organically in the SERP ( search engine results page). A strategy used to rank for keywords that have a good search volume or share. The best way to present what you manufacture is through a website. Creating and maintaining a website helps in showing the products you sell and helps in gaining the trust of the customers.

Listing on E-commerce websites:

For a long time, manufacturers have been finding ways to eliminate the layers of the supply chain, which not only helps them to get better prices but helps in building a brand. There are various e-commerce readily available to supply the end products to the customers. Indiamart is an ecommerce website which helps in bulk selling to the clients. If the quantity is not the hindrance, big ecommerce websites like Flipkart and Amazon encourage local manufacturers to sell through their platforms. The best way to present what you manufacture is through a website. Creating and maintaining a website helps in showing the products you sell and helps in gaining the trust of the customers.

Facebook Marketplace:

Facebook marketplace is a readily available market in the digital world. The use of the Facebook marketplace is growing drastically and has chances to become more in India because of the collaboration of Jio and Facebook. Manufacturers can put up their products on Facebook, small businesses, traders, retailers or even customers contact them directly. It is currently not tapped by the Indian manufacturers as immensely it should be. Covid 19 has open doors for this market, as bulk buying of masks by small shops was via Facebook market in small cities.
It's needless to say that not all marketing strategies will work for every business. It calls for trial and error and extensive market research regarding which kind of marketing strategy is most suitable for your business. However, there is one certainty that post COVID - 19 a large share of manufactures will be required to make use of digital marketing as their chief medium and create a balance between traditional and digital marketing.

“Market like the year you are in.”

Gary Vaynerchuk
| Chairman of VaynerX

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