Most manufacturers including precision CNC machine shops and fabricators have difficulty understanding the true value of digital marketing for manufacturers. Some that have implemented it, struggle to produce tangible results, meaning a boost in sales that they can attribute to marketing.
The need for a robust online presence (Website and customer-centric content marketing) is driven by your customer’s behavior and not because marketing consultants are telling you to do so. Today’s industrial buyers are in self-serve and self-select mode, making them virtually invisible and hard to reach. They don’t need or want to talk to your sales people to get product information. Your buyers will engage with your sales team only when they are ready. Hounding them with cold calls or unwanted spammy emails is not going to make them choose you over the competition.
The lack of buy-in for digital marketing is a two-fold problem as I see it with my industrial clients. The first issue is a mindset at the top and the second part is one of incorrect attribution.