19 Marketing Statistics Every Manufacturer Should Know

The digital marketing space is always changing, and everyone is just trying to keep up. As a manufacturer today, you need to be well-versed in all aspects of marketing—not just traditional marketing. Get the pulse of digital marketing in the manufacturing industry by checking out this list of 19 digital marketing statistics you need to know.

Overall digital trends:

More than ever, industrial professionals are using digital media to gather information throughout the buying cycle. With the number of digital resources available now, many engineers and industrial professionals find that they’re making contact with suppliers far later in the buying cycle these days.

46% of industrial professionals visit 10 or more work-related websites averaging 6-8 hours weekly Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

51% of engineers did NOT attend an in-person trade show last year Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

66% of engineers attended at least one webinar or online event over the past year Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

56% of engineers are in the second or third stage of the buying cycle before they make contact with a vendor, so they rely on digital resources Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

Content:

Content has always been king, but it’s even more so now. With the shift from attending in-person events to searching for information on the Internet, manufacturing marketers need to develop content that fuels the buying cycle.

56% of industrial professionals don’t contact a vendor until they compare & evaluate vendors through supplier website content Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

53% of manufacturing marketers say they are going to increase their content marketing spend over the next 12 months Tweet this stat! (Content Marketing Institute 2013 Benchmarks, Budgets and Trends report)

21% of B2B manufacturers rank their organization as “effective” or “very effective” at content marketing Tweet this stat! (Content Marketing Institute 2013 Benchmarks, Budgets and Trends report)

64% of B2B marketers say that “producing enough content” is a challenge Tweet this stat! (Content Marketing Institute 2013 Benchmarks, Budgets and Trends report)

83% of buyers review up to three pieces of content before making a decision on an industrial purchase over $1,000 Tweet this stat! (GlobalSpec Industrial Buy Cycle Survey)

SEO:

Industrial professionals are Internet-savvy and are using the Internet to find the information they’re seeking. Because of this, manufacturing marketers need to have good insight on how their website optimization efforts are working. Having great content is one thing, but it needs to get found.

70% of industrial professionals use search engines when comparing and evaluating potential suppliers Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

86% of industrial professionals utilize search engines for work-related purposes Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

84% of industrial professionals use the Internet to find components, equipment and services Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

74% use the Internet to compare products across suppliers Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

Email/Marketing Automation:

Since industrial buying cycles are typically long, manufacturing marketers need to be thinking about how to best nurture someone through the cycle. Email and marketing automation present great opportunities to do this, and more manufacturers are adopting marketing automation technology.

Engineers and related professionals subscribe to an average of 5.8 digital publications Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

Among B2B marketers using automation technology, 62% say they are “strong” or “full” adopters Tweet this stat! (B2B’s Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns report)

Video:

For many manufacturing companies, videos can be a great digital marketing tactic. Videos can help them explain technical concepts, visually represent how something works, and more.

46% of industrial professionals use YouTube or other video sharing portals Tweet this stat! (GlobalSpec 2013 Digital Media Use in the Industrial Sector)

Manufacturing marketers cite video as their top content marketing tactic Tweet this stat! (Content Marketing Institute 2013 Benchmarks, Budgets and Trends report)

Social Media:

More often than not, the assumption is that manufacturing companies aren’t using social media or that they don’t know how to. However, these statistics prove that social media is gaining traction in the industrial sector.

The top three social media sites used by manufacturing marketers are Facebook (77%), YouTube (67%) and LinkedIn (61%) Tweet this stat! (Content Marketing Institute 2013 Benchmarks, Budgets and Trends report)

Seven out of 10 small- and mid-sized suppliers are engaging with prospects through social channels Tweet this stat! (ThomasNet)
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Read our latest manufacturing marketing publication, The MFG Standard. The first issue focuses on

Assembling Your Digital Marketing Strategy.

Industrial Marketing Strategy

 

About Caroline Bogart

Caroline Bogart is a Senior Copywriter / Online PR Strategist at Fathom, and has been working as a copywriter with the company since 2009. She is a graduate of Miami University and John Carroll University, with a Bachelor’s degree in journalism and a Master’s degree in communications management. Previously, Caroline was a marketing communications specialist at an industrial engineering and manufacturing company. Her marketing and copywriting background in the manufacturing industry enables her to craft conversion-friendly technical and non-technical content for her clients. When not helping manufacturing companies like Akron Brass Company, Diebold and others achieve success; Caroline gets her creative juices flowing by baking and crafting.

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