Episode 60

The Benefits of Investing in a Strong Digital Marketing Strategy for Manufacturers

Manufacturers must understand that the digital age has changed the way business is done, and an effective digital marketing strategy is essential for success. By utilizing a comprehensive approach to reach customers, manufacturers can create an engaging experience that drives sales and increases brand loyalty.

I invited Bridget Kane-Ferrigan, Marketing Manager at Fair Rite Products Corp, as a guest on the Mind The Innovation Leadership podcast. Bridget shares valuable insights and strategies for utilizing social media and websites to connect with customers beyond traditional 9-to-5 business hours.


Sannah Vinding


Bridget Kane-Ferrigan



Key takeaways

Manufacturers must adapt to the digital age by creating a comprehensive digital marketing strategy that includes personalized content and targeted messages to engage with their audience and build lasting relationships.
Manufacturers can use blogs, infographics, videos, webinars, and other content forms to provide valuable information to their audience, position themselves as experts in the industry, and increase visibility.
Social media and websites are powerful tools for manufacturers to connect with customers beyond 9-to-5 and generate leads, increase brand awareness, and even close deals.

“Social media and websites empower manufacturers to connect with customers beyond 9-to-5, build trust, increase brand awareness, and drive sales by creating engaging content and professional-looking websites.”

Bridget Kane-Ferrigan

Marketing Manager , Fair Rite Products Corp

Targeting, Tailoring, and Tracking

Digital marketing is an efficient method for connecting with potential customers and boosting sales. In today’s ultra-competitive marketplace, manufacturers need to make sure that they are taking advantage of all the digital tools available to them in order to stay ahead of the competition. Digital marketing allows manufacturers to target specific audiences, create tailored campaigns, and track results in real-time. This type of data analysis can help manufacturers adjust their strategies accordingly and ensure that their efforts are targeted toward the right markets. Additionally, digital marketing allows for more efficient customer engagement than traditional methods such as print ads and radio spots. By using personalized content and targeted messages, manufacturers can create deeper connections with their customers and build a lasting relationship with them.

Website: Your 24/7 Salesperson

Additionally, a website can be an incredibly powerful marketing tool for manufacturers. It is a 24/7 salesperson that can help generate leads, increase brand awareness, and even close deals. With the right content and design strategy, it can become an effective lead generator and customer engagement tool.

In order to create an effective website, manufacturers must first focus on their target market. This means understanding who their customers are and what they need from their products or services. Once this has been established, manufacturers need to create content tailored to those customers’ needs. This includes product demos, reviews, case studies, and other useful information that helps potential customers better understand why the manufacturer’s products or services are worth investing in.

Finally, manufacturers need to ensure that their websites have a professional look and feel that reflects the quality of their products or services. They should also make sure that the website is easy to navigate so visitors can quickly find what they are looking for without any obstacles. Ultimately, creating a website with this in mind will ensure that potential customers will stay engaged with the brand long after they leave the website.

The Power of Social Media: How Manufacturers Can Connect with Customers Beyond 9-to-5

Social media is an amazing tool for manufacturers to reach out to potential customers after their 9-to-5 day is done. With its easy accessibility and powerful capabilities, businesses can quickly and easily engage with their target audience in a more personal way. For example, social media platforms allow companies to create polls, post engaging content and interact with customers in real time. Additionally, various features on these platforms provide businesses with a great platform to show off their products and services in a creative way. This helps build trust between brands and their followers as well as create memorable experiences that can be shared on other social channels. Ultimately, social media is an effective tool for reaching out directly to customers after the workday has ended, helping increase brand awareness and sales.

“To ensure a personalized touch in marketing, I provide our representatives with materials about a month and a half before sharing with customers. This approach allows customers to see it came from our reps first and creates a stronger connection with our brand.”

Bridget Kane-Ferrigan

Marketing Manager , Fair Rite Products Corp

“Effective marketing doesn’t always require a big budget. By leveraging free tools, collaborating with aligned representatives, and exploring opportunities with distributors, manufacturers can unlock unique and cost-effective ways to promote their brand and products.”

Bridget Kane-Ferrigan

Marketing Manager , Fair Rite Products Corp

Manufacturers Must Embrace Video Marketing to Educate and Engage with Engineers

Now more than ever, manufacturers must create content that educates their target audience in order to stay competitive. It is an effective way to provide valuable information and establish a brand as a leader in the industry. Manufacturers can utilize blogs, infographics, videos, webinars and other content forms to engage with their audience and build trust. By providing useful content on topics related to their products or services, manufacturers can position themselves as experts in the field and gain credibility among their customers. Additionally, this type of content will help drive organic traffic through search engines which can increase visibility and lead to more sales. In short, creating educational content is an essential part of any manufacturer’s digital marketing strategy.

Video marketing is an incredibly effective way for manufacturers to engage with engineers, as it allows them to demonstrate their products and services in an engaging and visual format. Video content allows manufacturers to show off their products or services in action, providing customers with real-life examples of how the product or service works. This gives engineers a better understanding of what they are buying, leading to more confident purchasing decisions

Moreover, videos also provide an additional opportunity for manufacturers to showcase their brand values and culture by highlighting customer testimonials or staff interviews – something that is particularly important when targeting engineers who place a high emphasis on brands they can trust.

Video is an invaluable asset for manufacturers looking to engage with engineers and should be an integral part of their marketing strategy. With the demand for instant gratification rising, it’s clear that the manufacturing industry needs to adjust to keep up with this trend – but the use of video can help them do just that.

By creating educational content, manufacturers can set themselves apart from the competition, establish credibility with their target audience and drive organic traffic to their website. With the right digital marketing strategy, manufacturers can improve their conversion rate and increase the quality of leads they get.

By investing in a comprehensive digital marketing strategy, manufacturers can achieve sustained growth and profitability in the years ahead.


Digital marketing is essential for manufacturers today. It can help them reach new customers, build relationships with their current ones, and gain a competitive edge in the industry. As manufacturing operations become increasingly automated, digital marketing is becoming an even more important part of any manufacturer’s success. Investing in a comprehensive digital marketing strategy now offers the best chance for sustained growth and profitability in the years ahead.

Bridget Kane-Ferrigan

Bridget Kane-Ferrigan

Bridget Kane-Ferrigan

Marketing Manager, Fair Rite Products Corp

Marketing professional focusing on researching, developing, and communicating strategic marketing plans to meet company goals. Helping shape the brand positioning and narrative while targeting the proper audience using digital marketing and other marketing strategies.

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