Manufacturing Marketing Trends

About Us

Tiny Orange is a digital marketing agency located in Cleveland, Ohio, focused on helping manufacturers and professional service companies market their businesses on multiple levels. We begin with branding and website development and move outward into the areas of marketing which will be most advantageous for the client. Our goal is to bring a multitude of digital design and marketing options to the table, so the brand’s voice is heard loud and clear across any platform.

We know that the waters of digital marketing can be a bit murky, especially for manufacturers who aren’t well versed in the art form; so, we’ve created an easy-to-follow guide to trends for 2017 for you to use.




Marketing Trends & Statistics for Manufacturers

Marketing is structured chaos. Marketing for manufacturing is moving structured chaos.

Trends change every year, and it’s difficult to gain a firm grasp of your strategy if you don’t know what to expect from them.

Here are the marketing trends analysts are seeing for 2017 in the manufacturing industry.



1) Increase of content marketing


The use of content marketing has declined over the past three years down to 81% usage, but it is expected to rise again to 85% with a steady increase into 2018 based on a recent survey.



2) Goals will shift from sales to brand awareness


Brand awareness had been the top focal point of marketing previously, but it took a turn last year where it switched to the second priority with sales taking first. This year, lead generation and engagement are expected to be more of a priority than sales.



3) Increase in success due to increase in content creation


82% of manufacturing marketers credited an increase in better content creation to an increase in the past year’s success. The key isn’t just more content, but better content.



This reasons to believe there will be an increased trend in content improvement for 2017.


4) The use of inbound marketing


78% of manufacturing marketers use at least one form of inbound marketing, the most used being:



It’s also believed that social media will be critical to success in 2017.


5) The use of digital paid advertising over traditional


98% of marketers in manufacturing are using paid content promotion for advertising with an average of four (4) different methods used at once, including:


  • Social media ads
  • Print
  • SEM of PPC
  • Banner ads


52% of manufacturing marketers found SEM advertising to be effective, followed by promoted posts at 39%; only 34% found print ads to be an effective marketing tool.


6) More defined marketing strategies


Content Marketing Institute found that 27% of manufacturers have or plan to have a marketing team – they will no longer rely on the efforts of regular team members to handle it themselves.


If you do not plan to have a dedicated marketing team in the near future, you may see yourself fall behind your competition.

7) Documented marketing plans


Of manufacturing marketers interviewed, 77% claimed to have a marketing plan in place. However, 46% – more than half of the marketers with a plan – do not have it documented. This creates a difficulty for executing the strategy, suggesting the success rate of their marketing plans will be low.



8) Website as a lead generator


This is more about the possibility of your site falling behind the curve. Websites generate leads – that’s not in question – but an outdated website can be a deterrent for lead generation. Because of the visual-drive of the culture, a website not designed with the end user in mind will lose out on leads.




1) Influence Marketing


Influence marketing is the concept of finding people who are influencers in your market with the idea of working together to build your brand and their audience. This approach to marketing has been around for some time – more often used in B2C but is expanding into B2B – however, its popularity will increase this year.


2) Customer experience focus


2017 will see a shift away from a customer-centric focus and towards building experience around customer values.


3) Growth of executive branding


This will be a shift away from the tradition company branding. As senior executives play a huge role in the brand and its decision, buyers want to see they can be trusted; so, it will be crucial for executives to build and develop their personal brand in 2017.


4) Visual content


To make content more engaging, visual aspects will increase in use. This is another trend that had been more prevalent with B2C marketers and is quickly making its way into B2C.


It’s been predicted that there will be a boost in the use of video, images in social posts, and infographics.


5) Social media


Social media is one of the easiest, fastest ways to get your brand name out there, especially when you add paid advertising to boost your content’s exposure.


Most dominant this year will be video sharing sites such as YouTube, Vimeo, and Periscope. These platforms link the growth of both visual content and social media – visual content is more easily retained than block, written content, so this trend seems natural.





Marketing in the manufacturing industry may be a bit more of a moving target, but if you take the time to look at the trends and what is proving to be a success, you’ll be able to adjust your aim rather than releasing your arrow and hoping it hits something.


Download the Marketing Trends & Statistics for Manufacturers guide here:



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