on July 12, 2022 Marketing Strategy Manufacturing

What Type of Marketing Works Best for a Small Manufacturing Company?

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No matter what you sell or how you sell it—competing to be the best in the manufacturing industry is more than just having the best product.

It’s having the tools to merchandise it.

While automation and tech are at the forefront of almost every manufacturer’s mind, marketing efforts tend to fall to the wayside as production takes precedence. Plus, balancing everyday struggles like labor shortages and supply chain issues can push marketing even further down the priority list.

Have no fear, though: Even the smallest of manufacturers can hit the ground running using the following surefire marketing strategies.

Create Blog Content

Use your industry expertise to write easy-to-understand blog posts that tie into your product line, technology, or customers. Focus on writing content that speaks to your prospective customers’ questions, wants, desires, and needs to build trust upfront. While blog posts are a reliable way to present yourself as an industry thought leader, they’re also a way to drive readers to your website through optimized keywords. 

Use free tools like Google Search Console and Google Keyword Planner to determine which keywords are driving people to your website. Then, use them to create SEO-optimized content that will gauge your readers’ interests. 

Launch an Email Newsletter

Produce a weekly, monthly, or quarterly email newsletter that targets a specific audience or keys in on a specific product line. Inside your newsletter, share snackable content—ranging from product information to blog posts sharing your expertise—that your audience can easily digest and understand. 

Once you’ve curated a solid list of contacts, you can also use your emails to offer promotions or showcase updates to your product lineups. Additionally, using customer relationship management platforms like HubSpot can help save you time and execute personalized campaigns with email marketing automation.

Host a Webinar

There’s no greater expert than you when it comes to your products, so why not showcase it? According to Biteable, 72 percent of customers would rather learn about a product or service by way of video. If you’ve been receiving the same product questions from your customers, hosting a webinar is a great opportunity to answer those questions.


As you browse your marketing options, keep in mind that you’ll likely see results over time, rather than immediately. Don’t be discouraged if your first attempt at one of these marketing activities doesn’t instantly result in new customers. Additionally, what works best for you may differ from another manufacturing company. Be patient with your results and capitalize on what works best for your small business.

Let us drive your manufacturing business growth.

Ready to pursue marketing for your small manufacturing company? Learn more here about how we can spearhead your strategy and drive viable leads into your sales pipeline.

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Allison Kral

Allison Kral is a senior consultant at Ready North.