9 manufacturing social media pitfalls

Social media marketing can be a game-changer for manufacturing companies looking to connect with their audience and grow their business. In fact, many manufacturers have seen its benefits that in 2022, 85% of manufacturing companies used social media, up from 75% in 2021.

But with all the potential benefits come pitfalls. In order to avoid these missteps, it is crucial for companies to understand the common pitfalls associated with social media marketing. One poorly thought-out post or comment can damage your brand’s reputation and undo all the hard work you’ve put into building it.

In this blog post, I’ll explore some common social media marketing mishaps that manufacturing companies make and provide actionable tips on how to avoid them. From the lack of time and resources to not knowing where to start, I’ll cover it all so you can navigate the social media landscape with confidence.

Whether your manufacturing company is new to social media or a seasoned pro, it’s important to stay on top of best practices and avoid common pitfalls.

So, if you’re ready to take your social media marketing strategy to the next level, read on and discover how to avoid common mishaps and succeed in the manufacturing industry.

9 Most Common Manufacturing Social Media Marketing Pitfalls (and How to Fix Them)

Manufacturing companies face a variety of specific challenges in social media marketing. Unlike other industries, manufacturing marketing requires a unique approach to avoid potential PR nightmares. Despite these challenges, there are ways for manufacturers to avoid social media mishaps and succeed in their online presence.

1. Lack of time and resources

I can attest to the fact that we often have limited time and resources to spare. It can be a challenge to launch a social media campaign when you’re busy trying to keep up with production demands and keep the factory running!

However, with careful planning and the right approach, manufacturers can tap into the power of social media to reach their target audience, build brand awareness, and ultimately drive sales.

One key consideration is resource management. Manufacturing companies may not have the same level of resources as larger corporations, but they can still make the most of what they have.

How?

Here are some tips for manufacturing companies that are short on time and resource:

  • Focus on high-impact activities: It is better to create a few high-quality pieces of content than to create a lot of low-quality content.
    This can mean sharing educational content that your target audience will find valuable, working alongside industry influencers, using paid advertising, etc. Or instead of mindlessly chatting online, you can also spend your 1 hour on Twitter by either hosting or taking part in our #USAMfgHour Twitter chat.
  • Use social media tools: There are several social media tools that can help companies save time and resources. Using social media tools can help companies streamline their social media marketing process. These tools provide a range of benefits that can help businesses be more efficient and effective in their social media marketing. For example, they can help companies manage multiple social media accounts from a single platform, reducing the time and effort required to switch between accounts.
  • Outsource tasks: If your manufacturing company does not have the time or resources to manage its social media marketing, you can outsource tasks to a social media marketing agency to manage your team’s workload. A social media agency can help companies create and execute effective social media marketing campaigns. As I always say, if you don’t have the time or the expertise, “buy it” by working with social media specialists, like my company. By outsourcing social media marketing, manufacturing companies can focus on their main strengths while leaving social media management to the experts. Social media agencies can help companies create and execute effective social media campaigns that align with their business objectives.
manufacturing social media pitfalls

2. Not knowing where to start

With so many platforms and channels available, it’s hard to know where to begin. And that can be a daunting task.

However, by taking the time to understand each platform’s strengths and weaknesses, as well as your manufacturing company’s unique marketing goals, you can create a successful social media marketing strategy that will help grow your brand and connect with your target audience.

So, consider your target audience. What is the age, gender, and location of your target audience? What are their interests? Once you know your target audience, you can choose social media platforms that they are likely to use.

As an example, people still hold the notion that Pinterest is used by older female demographics, the Moms, but that is not true. Pinterest has data available to support what I just said.

To avoid these mishaps, it’s important to have a plan for your manufacturing social media marketing. This plan should include your goals, target audience, content strategy, and measurement plan.

By having a plan in place, you can maximize the benefits of social media marketing and avoid costly mistakes.

Here are some tips for choosing the right social media platforms for your manufacturing business:

  • Consider your target audience. What are the demographics of your target audience? What are their interests? Where do they spend their time online?
  • Consider your goals. What do you hope to achieve with your social media marketing? Do you want to generate leads, drive sales, or build brand awareness?
  • Consider your budget. How much money do you have to spend on social media marketing?

By following these tips, you can choose the right social media platforms for your manufacturing business and achieve your marketing goals.

3. The absence of a content strategy

The absence of a content strategy is a manufacturing social media marketing mistake because it leads to inconsistent messaging, missed opportunities, and wasted resources.

Without a content strategy, manufacturing companies are more likely to post content that is irrelevant to their target audience, does not align with their brand, or is simply not interesting. This can lead to low engagement and a lack of social media followers.

In addition, without a content strategy, manufacturing companies are more likely to miss opportunities to connect with customers and prospects. For example, if a company is launching a new product, it may not take advantage of the excitement and buzz that surrounds a new product launch if they do not have a content strategy in place.

Lack of a content strategy can be costly, denying potential opportunities and wasting resources.

Finally, without a content strategy, manufacturing companies are more likely to waste resources on social media marketing. For example, they may spend money on advertising or social media influencers without knowing what kind of content will resonate with their target audience.

By developing a content strategy, manufacturing companies can avoid these mistakes and maximize the benefits of social media marketing. A content strategy should include the following elements:

  • A target audience: Who are you trying to reach with your social media content?
  • A brand voice: What tone and style will you use in your social media content?
  • A content calendar: When will you post content and what kind of content will you post?
  • A measurement plan: How will you track the success of your social media marketing?

By following these steps, manufacturing companies can develop a content strategy that will help them achieve their social media marketing goals.

4. Difficulty measuring social media ROI

Manufacturing companies experience difficulty measuring social media ROI because social media is a complex and multifaceted platform. There is a good deal of different metrics that can measure social media ROI, and the most important metrics will vary depending on the specific goals of the company. Also, social media ROI can be difficult to measure because it’s difficult to isolate the impact of social media from other marketing channels.

Here are some reasons manufacturing companies find it difficult to measure social media ROI:

  • It is difficult to track the impact of social media on sales. Sales are often influenced by a variety of factors, such as advertising, product placement, and word-of-mouth. It can be difficult to isolate the impact of social media on sales.
  • There is no standard set of metrics for measuring social media ROI. Different companies use different metrics to measure social media ROI, which makes it hard to compare results across companies.
  • It’s toilsome to measure the long-term impact of social media marketing. The benefits of social media marketing can take time to materialize. It’s hard to measure the long-term impact of social media marketing campaigns.
  • Lack of expertise: Many manufacturing companies do not have the expertise to measure social media ROI. This can be a major challenge, as social media ROI is a complex and technical topic.

The profound impact of social media on manufacturing companies is difficult to measure, but its uplifting effects are undeniable.

Despite the challenges, it is important for manufacturing companies to measure social media ROI. By tracking the impact of social media marketing, companies can make informed decisions about how to allocate their resources and improve their results.

Here are some tips for manufacturing companies to measure social media ROI:

  • Set clear goals for your social media marketing campaigns. What do you want to achieve with your social media marketing? Do you want to increase brand awareness, generate leads, or drive sales? Once you know your goals, you can choose the right metrics to track your progress.
  • Use a variety of metrics to measure your results. There is no single metric that can calculate social media ROI. Use a variety of metrics, such as website traffic, social media engagement, and lead generation, to get a more complete picture of your results.
  • Track your results over time. The benefits of social media marketing can take time to materialize. Track your results over time to see how your social media marketing is affecting your business.
  • Get help from an expert: If you are struggling to measure social media ROI, you may want to consider getting help from an expert. A social media marketing consultant can help you set goals, collect data, analyze data, and track your progress. A caveat though, and I am only speaking for myself, measuring social media ROI is not linear but there are KPIs that we can pin-point as leading indicators.
outsourced social media

5. Lack of understanding of how social media works

One of the biggest social media marketing mistakes that manufacturing companies make is failing to understand how social media works, which can lead to ineffective campaigns.

Rather than treating social media as a broadcast tool or an advertising space, manufacturing companies need to realize that the actual power of social media lies in developing meaningful relationships with customers.

Social media is an avenue for authentic conversations that build trust, foster engagement, and create a loyal community of brand advocates.

Therefore, manufacturing companies that want to make a positive impact on social media should prioritize the importance of conversations.

In order to fix this mistake, manufacturing companies that want to make a positive impact on social media should recognize the importance of conversations and take steps to facilitate real dialogue with their followers to help create an authentic community of brand advocates.

This could include hosting Q & A sessions, creating polls, and inviting discussions with community members.


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“I have known Ruby for over a decade, and I appreciate her knowledge, expertise, and talent with Social Media Marketing. She depicts a strategy for SCTools’ new and existing customers with excellent results. We look forward to a long-term business relationship with Ruby Rusine.”

Lermit Diaz, SC Tools

6. Unrealistic social media goals

Another common mistake that manufacturing companies make with their social media marketing is setting unrealistic goals. While it’s important to have ambitious goals and strive for success, businesses need to be mindful of the resources they have available in order to achieve their desired outcomes.

Yes, this is also true even when working with a social media agency. Although we can scale efforts, we cannot magically make a post for a company to become viral or famous.

For instance, if a manufacturing company wants to increase its social media following by 25% within a year, but only has one person managing all of its social media accounts on top of other tasks, that’s going to be a challenge without help.

The key to avoiding such mistakes is to set realistic goals and identify the resources necessary to achieve them. Instead of focusing on one large, unattainable goal, it’s better for manufacturing companies to break down their goals into smaller, more achievable targets and prioritize tasks accordingly.

It is not the magnitude of a goal that will bring success, but the dedication and resourcefulness employed to secure its achievement.

For instance, rather than aiming for a 25% increase in followers, businesses should create campaigns that focus on increasing engagement and brand awareness. This could include setting aside time to respond to comments, replying to customer inquiries, or creating campaigns that focus on user-generated content.

Businesses should also prioritize quality content over quantity when it comes to their social media activities.

7. Lack of expertise in integrating social media optimization

Social media optimization (SMO) is the process of improving the visibility of a website or web page in search engine results pages (SERPs) through social media. SMO can be a complex and time-consuming process, and it is important to have the expertise to do it correctly.

The inability to understand how SMO works can lead to a social media disconnect with your audience.

SMO can be achieved through a variety of techniques, including:

  • Creating high-quality content: This is one of the most important aspects of SMO. Your content should be relevant to your target audience and informative. It should also be well-written and engaging.
  • Using relevant keywords: When you create social media content, be sure to use relevant keywords throughout your content. This will help your content rank higher in SERPs when those keywords are searched.
  • Promoting your content: Once you create your content, be sure to promote it on social media and other channels. This will help you reach a wider audience and drive traffic to your website.
manufacturing social media pitfalls

8. Not using social media to recruit new employees

Not using social media to recruit new employees is another manufacturing social media marketing mistake because it is a missed opportunity to reach a large and diverse pool of candidates.

Millions of people around the world, many of whom are actively looking for new jobs, use social media platforms, such as LinkedIn, Twitter, and Facebook. By using social media to promote open positions, manufacturing companies can reach a wider audience than they would through traditional methods, such as job boards or newspaper ads.

Social media can also create a positive and engaging candidate experience. By sharing company culture, values, and benefits on social media, manufacturing companies can attract and retain top talent.

Companies with a successful employee advocacy program are 58% more likely to attract and 20% more likely to retain top talent.

LinkedIn

Here are some tips for using social media to recruit new employees:

  • Create a strong social media presence. This means having a well-designed profile, regularly posting content, and engaging with followers.
  • Promote open positions. Share job openings on your social media channels and use relevant hashtags to reach a wider audience.
  • Highlight your company culture. Share photos and videos of your employees at work and talk about the company’s values and benefits.
  • Use social media to connect with candidates. Respond to questions and comments, and reach out to candidates who are interested in your company.

9. Not having a social media policy in place

Not having a formal social media policy in place is one of the most common manufacturing social media marketing mistakes.

A social media policy outlines the rules and regulations that employees must follow when using company accounts. It also provides guidance on how to respond to customer comments and protect the company’s online presence.

Creating a comprehensive social media policy helps ensure that all employees are on the same page when it comes to social media marketing, and it also helps protect the company from potential legal issues.

Foresight in crafting a sound social media policy is the key to holistically and effectively managing your company’s online presence.

When creating a policy, here are some core elements to include:

  • A statement of purpose. Explain why you have a social media policy in place and how it will help protect the company’s reputation.
  • Guidelines for using company accounts. Employees should be aware of the specific instructions for using company accounts. This may include things such as not posting confidential information, only posting during work hours, and avoiding controversial topics.
  • Monitoring and accountability. Employees should understand that the company will monitor their posts and that it will hold them accountable for their actions. Include consequences for violating the policy in your social media policy.

Next steps for avoiding manufacturing social media marketing pitfalls

Leveraging the most sought-after marketing platforms, such as social media, can be an excellent opportunity for small-to-medium B2B manufacturers to increase their reach to potential customers, build brand awareness, and recruit new employees.

However, while social media can be an incredible source of potential new business, it can also be a source of mistakes, risks, and even reputation damage if not managed correctly.

By understanding the most common social media marketing mishaps in manufacturing and learning how to address them, manufacturers can use these platforms effectively to promote their businesses and achieve their objectives.

Partnering with experienced social media specialists, like Social Success Marketing, can help small-to-medium B2B manufacturers navigate the complexities of these platforms and develop a strategy consistent with your specific marketing goals. Talk to our team today, and we will help you maximize your social media potential!

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Thank you for considering us for your social media needs. Unfortunately, we specialize in robust social media management – and without a website, or at the very least something in the works, we are unable to provide our services in a way that is tailored to your business's best interests. As we at Social Success Marketing say, your business should have a “digital kingdom,” a website which serves as the foundation upon which you can build your presence across various social media platforms. The social media platforms, after all, are essentially rented real estate.

A website is the gateway to optimal online engagement. Thus, for us to properly serve you in our areas of expertise, we need to ensure that your business has a website that consistently shares content to its audience. Unfortunately, this criteria is not met and we must regretfully pass on the opportunity to assist.

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9 Avoiding Manufacturing Social Media Marketing Pitfalls: What They Are and How to Fix Them

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