Original Equipment Manufacturers (OEMs) are at a turning point. Traditional marketing strategies like attending trade shows or relying on word-of-mouth referrals are no longer enough to stay competitive.
Buyers today research online, compare options, and make decisions digitally. For OEM manufacturers looking to grow their businesses, adopting modern OEM marketing strategies is the next logical step to support sales growth.
So, where do you start on the path to reaching target buyers? Let’s dive into OEM strategies and tactics that will help you connect with your target audience, generate high-quality leads, and create fresh revenue opportunities for your sales team.
Why OEM Manufacturers Must Change Their Marketing Approach
The way buyers interact with OEMs has radically shifted. According to industry research, about 80% of B2B sales interactions will occur online in 2025. Yet many OEMs still rely predominantly on traditional methods, missing out on the benefits of digital marketing channels.
By incorporating digital marketing strategies into your efforts, you can reach decision-makers precisely when they are seeking products and services like yours. Efforts such as Search Engine Optimization (SEO), content management, and social media creation allow OEMs to stay visible in a crowded digital marketplace.
Here’s how you can reset your manufacturer marketing game plan to connect with your target buyer effectively.
1. Build a Website That Works as a Conversion Tool
Your website often creates the first impression of your company for potential buyers. Does your website look modern – or outdated?
A modern website acts as the ultimate sales tool. It should provide great information about your products, highlight your company’s expertise, and showcase what makes you a trusted partner for your customers’ needs.
Key Things to Focus On
- User experience (UX): Ensure the website is mobile-responsive and easy to browse.
- Content clarity: Include detailed landing pages for your offerings, whitepapers, and product videos to help visitors understand your value.
- SEO foundation: Use on-page SEO techniques to appear in search results when buyers look for solutions.
- Trust indicators: Share certifications, case studies, customer reviews, and testimonials to establish credibility.
Invest time in creating content that solves customer problems. Whether it’s demonstrating how your product works or explaining why your process is more efficient, your site should answer the questions your prospects are asking.
2. Get to Know Search Engine Optimization (SEO)
SEO is about ensuring buyers find your website at the right moment in their decision-making process. Without proper attention to SEO, you’re handing traffic – and sales potential – to your competitors. When SEO is done right, you can effectively target B2B customers and drive leads.
Types of SEO to Focus On
- On-page SEO: Optimize blogs, landing pages, and other pieces of content for the appropriate keywords.
- Off-page SEO: Build backlinks from authoritative industry publications or directories.
- Technical SEO: Improve your website’s speed, mobile compatibility, and overall structure to make it easier for search engines to crawl and index your site.
An effective digital marketing strategy uses SEO to drive both short-term results and long-term traffic to your website. Pair SEO efforts with high-quality content like blogs, case studies, and product comparisons to truly shine in search rankings.
3. Use Content Marketing to Educate and Attract Buyers
OEMs operate in a space where decision-making is highly technical and detail-driven. That’s why creating content focused on education is a game-changer. Prospects want to trust that working with you will improve their operations, and the right content builds that confidence.
Examples of Content That Engages Buyers
- Tutorial Videos: Show how your OEM solutions save time, reduce costs, and/or improve efficiency.
- Case Studies: Highlight results-driven stories where your solutions made a difference for another company.
- Blog Posts: Share in-depth information about challenges your target audience faces and how to solve them.
- Whitepapers: Offer buyers in-depth downloads in exchange for their contact information – this is a powerful lead generation tool.
OEMs that prioritize educational and actionable material will build stronger relationships with prospects and generate more qualified leads.
4. Leverage Social Media as a B2B Powerhouse
Social media is not just a B2C playground. According to industry research, B2B social platforms like LinkedIn can generate 80% of B2B leads. For OEMs, LinkedIn is the ideal platform for networking, thought leadership, and connecting with your target market.
Social Media Strategies for OEMs
- Get Involved: Share product demos, behind-the-scenes content, and company updates to keep followers engaged.
- Use Paid Media: Run targeted LinkedIn ad campaigns to attract key decision-makers.
- Share, Share, Share: Encourage your sales team to share relevant posts from their individual accounts, bolstering your brand’s reach.
Social media isn’t just about creating visibility. It’s about being active in the spaces where your buyers are searching for credible solutions.
5. Use Paid Ads (Google & LinkedIn)
Content marketing builds organic traffic to your website over time. For a faster return on your marketing dollars, supplement your efforts with paid advertising on search engines like Google or social platforms like LinkedIn.
Why Paid Ads Work
- Fast Results: Find immediate visibility in relevant search results.
- Geographic Specific: Trying to connect with a buyer in a specific location? You can pinpoint targeting by location, industry, and job role.
- Measure Results: Track ROI to capture which marketing efforts are driving leads.
The right mix of digital marketing channels will help OEMs outperform competitors while keeping your marketing budget in check.
6. Build Loyalty Through Email Marketing
Email marketing is one of the most cost-effective ways to stay front-of-mind with your existing and prospective customers. Regular newsletters can help you nurture leads, share news about your products and services, and promote exclusive offerings.
How to Personalize Emails
- Segment Your Audience: Building custom audience groups is key! Send product-centric updates to buyers who have shown interest in a specific category of your products or services.
- Share Information: Include tips, tutorials, or exclusive content to add value without being overly promotional.
Email is an excellent medium for high-quality, data-driven personalization that builds trust over time. Advancing from cold email blasts to intentional communication that speaks your buyer’s language will improve your conversion rate over time.
Implement Modern OEM Marketing Strategies With a Digital Marketing Agency
Developing and implementing a digital marketing strategy tailored to your OEM business requires time, expertise, and resources. For many OEMs, partnering with a digital marketing agency can fast-track results while freeing up internal teams to focus on core business needs.
Marketing Refresh can help you bridge the gap from the former ways of reaching your audience to modernizing sales and marketing. By tapping into the strategies and tactics we highlighted today, you’ll be able to satisfy modern B2B buyer expectations to grow your business.
Curious to learn more about how our OEM marketing strategies can transform sales for your company? Get in touch with our team today to discuss digital marketing for your business.
FAQs
- What is the importance of digital marketing for OEM businesses?
Digital marketing helps OEM businesses thrive in competitive niche markets. It enables effective brand exposure, targeted customer engagement, and increased lead generation, ultimately driving consistent growth and expanding market share.
- What components should be included in a comprehensive digital marketing strategy for OEM businesses?
A comprehensive digital marketing strategy for OEM businesses should encompass various components. These include Search Engine Optimization (SEO) to improve online visibility, content marketing to engage and educate prospects, social media engagement to foster brand awareness, paid advertising to target specific audiences, and email campaigns for personalized and data-driven communication.
- How long does it take to see results from a digital marketing strategy?
The timeline for seeing results can vary depending on various factors. These include the industry, target audience, competition, and tactics implemented. Generally, it takes time to build brand awareness and establish a strong online presence. However, with the right strategy and consistent effort, businesses can start seeing noticeable results within a few months.
- Can digital marketing help OEM businesses reach a global audience?
Yes, digital marketing offers new opportunities to reach a global audience. With effective localization strategies, targeted messaging, and leveraging online platforms, OEM businesses can expand their reach beyond borders and tap into new markets.
- How can digital marketing agencies benefit OEM businesses?
Digital marketing agencies bring expertise, resources, and experience to the table. Your OEM business can leverage the latest marketing tactics and strategies for growth. Partnering with a digital marketing agency helps streamline and optimize marketing efforts, leading to faster results and more time for your team to focus on sales.
