Why Your Business Needs a Digital Marketing Strategy

Summary. Formulate your digital marketing strategy and establish a robust business marketing strategy to navigate the evolving digital landscape effectively. This blog emphasises knowing your customer’s expectations, staying aware of competitors’ activities, and understanding broader digital innovations to enhance your business in the manufacturing or engineering sectors.


Digital marketing is becoming increasingly essential for businesses of all sizes. If you’re not already using digital marketing to grow your business, it’s time to get started now. In this article, we’ll look at the importance of digital marketing as well as how it can help your manufacturing or engineering company. We’ll also discuss why your business needs a digital marketing strategy and what questions you should be asking yourself before making any changes to your current approach.

What do you want to achieve as a business?

Your business will benefit from a digital marketing strategy in many ways. But before you can make that happen, you need to define what your business goals are.

If you’re not sure where to start, try answering these questions:

  • What do I want to achieve as a business?
  • Why am I getting into this industry or sector?
  • How will my customers use my products and services?

Once you’ve answered these questions and developed a clear picture of how customers interact with your brand, it’s time to outline tactics for reaching them. For example, if one of your goals is “to increase customer engagement by 25%,” then perhaps an email series would be effective at achieving this objective.

Who are your customers and what do you want to deliver to them?

This is where a good strategy comes in. You need to know who your customers are, what they want, and how you can help them. Most importantly, you need to be able to differentiate yourself from your competition.

This isn’t just about knowing the right keywords or being able to create an engaging copy. It’s about understanding where people go when they’re looking for someone like you and what they’re searching for in terms of content, services, and pricing models.

How are you going to deliver that?

You might be thinking, “I already have a digital marketing strategy.” “I know exactly how I want to reach my customers.” If this is the case, it’s important to ask yourself: Are you implementing your digital marketing strategy in a way that aligns with your business goals? Is it aligned with your customer’s needs?

The answer may surprise you! Many companies think they know what their customers want. But, when their sales numbers don’t match up with expectations and there’s no real reason for why it happened, they’re left wondering what went wrong.

In reality, though, there was something missing from their initial plan all along: an intentional focus on solving problems that are relevant to their target audience—problems that have been overlooked by other companies within their industry that have similar offerings to yours.

Questions To Ask:

What are your competitors up to? Are they quicker on the draw? What are your competitors offering, and how will you beat that?
You already know that if you’re not investing in digital marketing, then someone else is and they may be doing it better than you. But how do you know if they’re doing it better than you? The answer is simple: You need to benchmark your activities against those of other professionals in similar fields.

Benchmarking means comparing yourself with others who have similar business models. Also, target markets as yours and finding out what works for them. This can help identify opportunities to make gains by improving existing processes or introducing new ones.

How are your customers using social channels?

Social media has become a part of day-to-day life. People are constantly connected to the internet, and they’re using social channels to buy things and interact with brands. With this constant stream of information and feedback, it’s easy to forget that you need to be there too.
If you’re not paying attention to social media, you can’t know what your customers want or what they expect from your business. You also won’t have any idea how they feel about your products or services—or whether they even exist!

What are their expectations?

You’ve probably heard the phrase “the customer is always right,” and that’s true. But what does it mean for your business?
It means that your customers want to be able to find you easily. They want to be able to interact with you easily and they want to be able to transact with you easily. They especially want their experience with your brand—whether good or bad—to be easy for them to share with others.

How are these expectations changing, and what are you doing to change with them?

The expectations of customers are changing, and you need to stay ahead of the game. How are these expectations changing, and what are you doing to change with them? How will your competitors respond?

Customers nowadays expect questions to be answered quickly on social media platforms such as Facebook and Twitter, as well as via email or text message. So if they have a question about your product or service, they expect an answer right then and there (or at least within the next few hours). If you don’t deliver that kind of response time, customers won’t see any reason why they should continue doing business with your company.

What are your competitors up to? Are they quicker on the draw?

If you compete with another engineering firm, chances are they have plans as well. They’re also looking at how to improve their businesses digital marketing strategy and find new ways of reaching customers. If you are behind your competitors, then it’s time to get creative with your approach and take the lead in this area.

What are your competitors offering, and how will you beat that?

A good place to start is by looking at what your competitors are offering and how you can beat them. If you are just starting out, it’s important that you understand the value of what they offer. So, you don’t make the mistake of trying to replicate it or going for something cheaper.

Choosing a hosting provider may depend on pricing, such as preferring £20/month over £30 for similar offerings. The first option may be favoured due to its superior value in providing unlimited web hosting. Additional services, like free domain registration, could enhance the attractiveness of an offer.

What’s happening more broadly in digital that’s impacting your industry?

  • There’s a tonne of innovation happening in digital marketing, and you don’t want to be left behind.
  • New technologies are being adopted that let businesses interact with customers in new ways, like chatbots and voice assistants.
  • New ways of communicating, like social media and video marketing, are becoming more important for everyone—not just for small businesses.


The digital landscape is constantly changing and evolving. As a business owner or manager, it’s important to keep tabs on these trends so that you can stay ahead of the curve and meet your customers’ needs. If you don’t have time for this, hiring someone who does is always an option!

Ready to learn more about how digital marketing and a well designed strategy can help your engineering or manufacturing business? Call Sarah on 07816071112 or email sarah@aiminternet.co.uk.

Sign Up For Our Marketing Effectiveness Checklist?