Adapting B2C Marketing Tactics for B2B Manufacturers

SEO for manufacturing companies

Marketing is literally the lifeblood of your business. Without it, customers can’t find your business which means they can’t find your products or services to buy. That means revenue will dry up and your business will wither, affecting the bottom line. There are numerous challenges to the marketing departments of today’s business. Every marketing department across all industries is looking for the same thing: How to improve branding reach and raise the ROI for digital investments through technology integration. With the infusion of technology across all industries came the need to develop marketing methods to work within this new landscape. One of those methods is SEO which is search engine optimization. MacRAE’S works with SEO for manufacturing companies. Reach out to find out more.

What is Omnichannel Marketing?

This is delivering a marketing campaign in a seamless and consistent way so that no matter where the customer experience happens or by what means, it is the same. While the concept is simple, putting it into practice can be quite challenging. 

Most marketing departments work in a vacuum when it comes to other related departments. This can easily occur in organizations which work with many different distributors. In those types of environments, things can get complicated very quickly. It is important to get everyone on the same page in those environments so everything is working together. 

In an omnichannel world, it is vital to maintain focus on the marketing strategy. Customer loyalty and revenue building are at stake at every turn.

Understand the Needs of Buyers

With a stake in the $1.2 trillion-dollar B2B ecommerce landscape, it’s never been more important than now to understand the buyer. It is an absolute necessity to build a high-performing omnichannel strategy to maintain market position and improve revenue streams.

Digital marketing for manufacturers requires taking a big picture view of the entire customer experience. It allows you to consider the following:

  • What Challenges Do They Face?
  • What Role They Play in Their Organization
  • What Questions Do They Have?

Once those have been considered and answered, manufacturers can glean the answers to the following:

  • Are They Active on Social Media
  • What Topics Matter to Them
  • What Types of Content Do They Consume?
  • How Do They Consume Content

B2B manufacturers should look to their B2C counterparts in order to:

  • Gather and Analyze buyer Insights
  • Determine Buyer Content and Channel Preferences
  • Find Where Buyers Get Information and Recommendations
  • Adapt as Needs and Preferences Change
  • Be Willing to Try New Tactics

How to Get More Traffic to Our Manufacturing Website

It is vital to be found within the sea of other manufacturers with similar products and services. One way to do that is through SEO for manufacturing companies. Why is SEO important?

  • 64% of B2B buyers make their purchases online
  • 35% of buyers visit a company’s website to look for products
  • 90% of buyers haven’t made up their mind before starting their product search

How to Improve SEO and Search Ranking

The biggest impacting factors are listed below:

  • Geographic Distance
  • Business Prominence
  • Relevance


To improve the relevance of your business it is highly recommended to fill out the appropriate information in your business profile on Google.

Fill out all appropriate categories on your google Business Profile. This makes your business highly visible to online searches. You can add one primary category and nine other secondary categories to describe your business.


This is defined as the distance between the geographic location of the customer and the business location. 


Branding is everything. How well your business is in the community can mean a lot and impact the search ranking of your business. This is determined by links, articles, publications, and business directories. 

Ways to Appear Higher in Search Rankings

  • Build Local Mention
  • Optimize Business Profile Listing on Google
  • Get Reviews on Review Sites
  • Monitor Business Reviews
  • Make Business Website Mobile-Friendly

Why is Search Ranking Important?

There are numerous reasons why rankings are important, but these are biggest benefits of a prominent search ranking:

  • A Notable Increase in Website Traffic
  • Improving Customer Relations
  • An Increase in Foot Traffic to Your Brick-and-Mortar Location
  • Stay Ahead of Competitors
  • Increase Ease of Customers Finding Out About Your Company

What is the Technology Angle?

Technology is king for marketing departments. There are endless technologies available to fuel e-commerce sites. The most important factor to building a successful omnichannel marketing strategy is to match the objectives against the technologies utilized. Helping marketing staff to stay nimble in today’s business world is important too. Using data-rich platforms in dynamic environments helps to deliver personalized customer experiences. 

This provides information to allow them to change in accordance to the following:

  • Production Schedules
  • Vendor Requirements
  • Market Dynamics
  • Buyer Preferences
  • Regulations

When considering all of those, marketers are able to raise the rate of engagement and the rate of conversions.

The Customer Journey

In order to truly understand omnichannel methods, marketers need to understand the customer journey from visiting the website to making a purchase. This means building customer insights, developing integrated SEO strategies, ensuring product content across all channels and selecting the proper technologies to support the business objectives.

In Conclusion

Looking at the entire customer experience is a key to creating a refined marketing plan. This will ensure a positive customer experience and raise the return rate of existing customers. Reach out to MacRAE’S to find out more.

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