For years, manufacturing companies have treated social media as an afterthought—if they used it at all. The industry’s traditional reliance on trade shows, word-of-mouth, and direct sales made social platforms seem like a “nice-to-have” rather than a necessity.
But the reality is B2B buyers, partners, and even employees are now making decisions based on what they see online. If your manufacturing company isn’t leveraging social media strategically, you’re missing out on massive opportunities to build brand authority, generate leads, and stay ahead of the competition.
Why Social Media Matters for Manufacturing Companies
1. Your Customers Are Researching You Online
Today's B2B buyers expect to find credible, engaging content before they even reach out to a company. In fact:
- 75% of B2B buyers use social media to research potential vendors
- 84% of C-level executives say they are influenced by social media when making purchasing decisions
- 80% of industrial buyers watch product-related videos before talking to sales
If your company isn’t consistently active on LinkedIn, YouTube, and even Instagram or TikTok, you risk losing potential business before the conversation even starts. A strong social presence helps manufacturers establish trust, credibility, and top-of-mind awareness among buyers.
2. Social Media Showcases Your Expertise & Differentiation
Manufacturing is a complex industry. Buyers want to work with companies that demonstrate deep expertise and provide solutions to their specific challenges. Social media gives you a platform to showcase:
- Your technology & innovation – Highlighting new equipment, automation, and industry advancements.
- Case studies & success stories – Sharing how you’ve helped customers solve problems.
- Behind-the-scenes content – Giving a glimpse into your processes, team, and company culture.
- Thought leadership – Positioning your executives as industry experts through insightful content.
Without this type of content, you’re relying only on direct sales efforts to communicate your value—while your competitors are reaching and educating customers 24/7 through social media.
3. LinkedIn Is the B2B Powerhouse—And You Need to Leverage It
LinkedIn isn’t just for job seekers—it’s the #1 platform for B2B networking, brand building, and lead generation. Manufacturers that post regularly on LinkedIn see:
- Increased brand awareness among key decision-makers
- Higher engagement from potential clients, partners, and employees
- More inbound opportunities from thought leadership content
If your company page is inactive, your executives aren’t engaging, and your sales team isn’t using LinkedIn strategically, you’re leaving revenue and relationships on the table.
4. Video Content is No Longer Optional
Manufacturers who aren’t using video are already behind. Social platforms prioritize video content, and buyers prefer to consume information in a visual, engaging way. Consider:
- YouTube is the second-largest search engine after Google, and many manufacturers aren’t optimizing it.
- Product demo videos help potential buyers see your solutions in action before they reach out.
- Short-form videos on LinkedIn & TikTok are gaining massive traction, even in the industrial space.
A modern social media strategy prioritizes video—not just traditional posts and images.
5. Social Media Drives Inbound Leads & Sales Enablement
Manufacturers often rely on outbound sales, but a strong social strategy can bring leads to you instead.
- SEO-optimized content on LinkedIn and YouTube helps buyers find you when searching for solutions.
- Engaging posts & thought leadership attract decision-makers, making sales conversations easier.
- Social selling strategies on LinkedIn allow sales teams to build relationships without cold outreach.
If you’re only using social media for occasional product announcements, you’re missing its true potential as a lead-generation tool.
How a Fractional CMO Can Help Manufacturers Win on Social Media
Many manufacturing companies struggle with social media because they don’t have the internal expertise or don’t know what works. That’s where a Fractional CMO comes in.
- They build a social strategy that aligns with your business goals – No more random posts or wasted effort.
- They optimize LinkedIn, YouTube, and other key platforms – Ensuring your brand stands out where it matters.
- They create content strategies that generate engagement & leads – Leveraging video, thought leadership, and storytelling.
- They track results and refine the approach – Ensuring your investment in social media drives real business impact.
If your manufacturing company still sees social media as a low priority, it’s time to rethink your strategy. A Fractional CMO can help you leverage social media as a revenue-driving asset—rather than just a marketing checkbox.
Ready to build a social media presence that actually works? Let’s talk. 🚀