The Top 3 Digital Marketing Opportunities for Manufacturers in 2025

It’s no secret that many manufacturers have been late to the digital marketing game. Having worked with dozens of manufacturing companies over the years, I’ve observed three common opportunities that repeatedly emerge across the industry. These opportunities, if properly leveraged, can significantly improve your marketing ROI and help your manufacturing business thrive in an increasingly digital environment.

Opportunity #1: Embracing Digital Transformation

The pandemic fundamentally shifted how B2B buyers engage with manufacturing businesses. What was once a traditional, boots-on-the-ground sales environment has transformed dramatically. Today’s reality? Buyers are completing 70-80% of their research cycle online before they even think about reaching out to your company.

This shift in buyer behaviour means your digital presence is no longer optional—it’s your new front door. Your website needs to be strategically set up to service these research-first buyers who are independently evaluating your company long before any sales conversation takes place.

So, what does this look like in practice? Your website should:

• Clearly communicate your specific manufacturing capabilities
• Showcase your expertise through detailed case studies and project examples
• Provide comprehensive technical specifications and product information
• Offer educational content that helps buyers make informed decisions
• Make it easy for potential clients to understand your manufacturing processes

The manufacturers who are winning in today’s market have invested in creating robust digital ecosystems that provide value at every stage of the buyer’s research journey. They recognize that their website isn’t just a digital brochure—it’s an active sales tool that’s working 24/7.

If you’re still treating your website as an afterthought or relying exclusively on trade shows and in-person sales, you’re likely missing out on significant opportunities. The modern B2B buying committee is conducting extensive research online, and if your digital presence isn’t compelling, you may not even make it to their shortlist.

Opportunity #2: Targeting Low-volume (or “zero-volume”) Keywords

Let’s be honest—we’re not selling hamburgers here. In manufacturing, you’re going after a high-intent, niche audience. There might only be dozens of potential buyers in the market in any given month, but they represent high-value opportunities with substantial purchase potential.

This creates a unique challenge for SEO in manufacturing. Many standard keyword research tools are designed to surface high-volume searches, which simply don’t exist in many manufacturing niches. If you’re over-relying on these tools, you might be missing the actual language your buyers are using.

Instead of chasing volume, manufacturers need to focus on intent and specificity. This means:

• Getting intimately familiar with how your buyers talk about their needs
• Understanding the technical terminology specific to your manufacturing niche
• Identifying the precise problems your products solve for customers
• Targeting long-tail, highly specific keyword phrases

For example, instead of targeting “metal fabrication” (which is broad and competitive), you might focus on “custom 6061 aluminum extrusion for aerospace applications.” The search volume for such specific terms might be negligible according to standard tools, but the few searches that do occur represent exactly the type of high-value prospect you want to attract.

I’ve seen manufacturers who embrace this approach outperform competitors many times their size by dominating these valuable micro-niches. They’re creating content that speaks directly to the specific technical challenges their prospects face, rather than competing for general terms where they can’t win.

Sometimes, you have to go with your intuition and industry knowledge rather than what the keyword tools tell you. The keywords that drive the most valuable traffic to manufacturing websites often don’t register on standard keyword research tools at all.

Opportunity #3: Correcting Chronic Underinvestment in Marketing

Traditionally, there’s been a significant underinvestment in marketing among manufacturers. The typical formula I see time and again looks something like this: take last year’s revenue, multiply it by a small percentage (usually 2-3%), and that becomes your marketing budget for the upcoming year.

This approach is problematic for two key reasons:

First, the percentage itself is usually far too low. Many manufacturers have been using the same budgeting formula for decades, even as the marketing landscape has completely transformed. While they’re investing 2-3% of revenue, industry leaders are often investing 5-10% to fuel their growth. This creates a widening competitive gap that becomes increasingly difficult to close.

Second, the baseline number is fundamentally flawed. When you use last year’s revenue as your foundation, you’re essentially planning to maintain the status quo. If your goal is to grow revenue by 10% or 20% in the coming year, your marketing investment should reflect those ambitions. The marketing budget should be based on where you want to go, not where you’ve been.

Think about it this way: if you’re currently doing $10 million in annual revenue and want to grow to $12 million next year, your marketing budget should be calculated as a percentage of $12 million, not $10 million. Otherwise, you’re not investing enough to reach your growth targets.

Beyond the simple math, there’s a more fundamental mindset shift needed. Marketing isn’t a cost center – it’s a growth engine. The manufacturers who are winning today view marketing as a strategic investment that drives business outcomes, not as an expense to be minimized.

Making the Shift in Your Manufacturing Business

If these opportunities resonate with your situation, you’re certainly not alone. The good news is that manufacturers who embrace these changes often see outsized returns compared to their peers.

The shift begins with recognizing that the B2B buying landscape has fundamentally changed. Your potential customers are researching solutions independently, evaluating options without your sales team’s involvement, and forming opinions about your company based on your digital presence.

To thrive in this environment, manufacturers need to:

1. Invest in a robust digital presence that serves the needs of research-focused buyers
2. Target the specific language and challenges of your niche audience, even when standard keyword tools don’t validate these approaches
3. Appropriately fund your marketing efforts based on your growth goals, not just your historical performance

The manufacturing companies that are growing fastest today aren’t necessarily the ones with the longest history or the largest facilities—they’re the ones that have recognized and adapted to the new reality of how B2B buyers make purchasing decisions.

By embracing these opportunities, manufacturers of any size can position themselves for sustainable growth.