The manufacturing industry is filled with the potential for great social media content, from photo ops of giant machines crushing rocks to a factory floor filled with processing machines.
To the average person who doesn’t work in the manufacturing industry, these images are awe-inspiring. It’s amazing to see the sheer size and power of the machines used in manufacturing. When it comes to social media for manufacturing, you have to leverage what you have.
Social media can be a great tool for the manufacturing industry. You have great fodder for content right in front of you. But if you’re going to reach your customer and have a solid digital presence, you need to apply social media in the right way.
Check out these five tips for social media for manufacturing.
Video Reigns Supreme
Think about your own social media habits. When do you pause on a particular page or platform? What makes you take your time on a website or linger in your feed? When it comes to social, video reigns supreme. Each platform has their own video style. Expert videos featuring CEOs, coaches, and consultants are hugely popular on LinkedIn. Facebook live videos have gained some traction as well.
And you’re not the only one. 64% of consumers have said that watching a Facebook video has influenced a purchasing decision. Clearly, video is an effective tool to use. But when it comes to social media for manufacturing, you want to use it the right way.
Always include subtitles in your video content. Not only is it inclusive to those who have a hearing disability, but 85% of Facebook video is watched with the sound off. Your views should increase when you add subtitles.
Humanize Your Feed
While massive machines provide some great visuals, your feed can’t only be machine-oriented. Social media for manufacturing isn’t just a great tool to establish a branding presence and build trust with customers. It’s also a great hiring tool. Posting images that showcase your company culture or community outreach also shows potential hires why your company is a great place to work.
Find the right balance to gear some of your content towards recruitment. Feature community events your employees attend. Are you creating a team to run a 5K for charity? Get some great action shots and group photos. They’ll humanize your feed, increase social media engagement, put your company culture on display, and help to build trust with your audience.
Even the smallest photos of employees working around the audience can help to break up the monotony of your feed and give potential customers a behind-the-scenes look at your everyday life.
Create Great Visual Content
As I mentioned earlier, your manufacturing plant is full of great content. Behind-the-Scenes videos are great to show potential customers what it looks like when you manufacture their product. Large impressive machines provide unique content that the average viewer otherwise wouldn’t get to see.
But your manufacturing plant isn’t just full of great video content. Great images are hugely important for social media for manufacturing. For example, a Buffer report stated that a tweet with an image gets up to 18% more clicks, 89% more favorites, and 150% more retweets.
Next time you walk through your office, keep an eye out for a great picture. Don’t underestimate the power of even simple photos. Do your employees wear ear plugs on the floor? Snag a picture and discuss the importance of manufacturing safety.
Social media users skim through their feeds. Rarely are they stopping to read every single post. A great image or video captures your users attention and holds it.
Share Your Expertise
Social media for manufacturing is the ideal place to position yourself as an expert. Your customers need to know that you know what you’re talking about. The best way to do that? Talk about it. No matter what you specialize in, share your thoughts on your industry, best practices for manufacturing, increasing regulations, or whatever relevant topic is hot in your field.
Don’t just talk to yourself or your audience. Engage with other industry professionals. LinkedIn is a great platform to interact with other manufacturing professionals via groups and on personal pages. Have your sales team create an active presence by sharing your posts, discussing industry topics, and creating a great social media network.
As I mentioned earlier, expert videos are a great way to engage with your audience and share your expertise. Social media for manufacturing is a great way to build trust. Showcasing your expertise is just another way of doing it.
Engage with Your Customers
Your customers want to feel the love. Social media is another way to give it to them. Liking, and sharing customers’ posts are great ways to give their company social media pages a boost and grow your relationship. However, I wouldn’t recommend this for all customers or all the time. Especially with comments, you need to be careful not to come across as, well, creepy. Keep interactions to company pages.
When you follow your customers or like their posts, not only are you giving their social pages a boost, but you’re also expanding your own network. Online interactions spread your page’s visibility and presence by stepping outside your own social media feed. For example, when you like or share someone’s post, not only can your network see the outside company, but that company’s network will see you as well. Instead of having to search for your social media profile- you’re putting yourself in their newsfeed.
Stand Out from the Crowd
There’s a lot of different ways to go about social media for manufacturing- but not all of them are right. Beyond just these basic tips, there’s a lot you can do to make your social media presence stand out from the crowd. If you’re interested in taking your social presence to the next level, take 30 minutes out of your day for a free marketing review phone call. Discuss what you’re doing now, what you want to improve, and the right strategies for you. No pressure, we promise.
Veronica is a University of Maryland graduate and passionate equestrian. She focuses on creating audiences on social media and on maximizing the value of public relations to make New North clients famous.