It wasn’t all that long ago that manufacturers relied heavily on trade shows, personal relationships, and word-of-mouth to select their suppliers.
And while those methods haven’t disappeared entirely, digital channels have taken centre stage in how manufacturers evaluate and select their partners. From researching products online to comparing solutions through webinars and case studies, manufacturers are using digital tools to make smarter, faster, and more informed decisions.
If you’re a supplier, this shift isn’t just a trend—it’s a signal to adapt.
Understanding why manufacturers are embracing digital channels can help you meet them where they are and ensure you stand out when they’re looking for solutions.
What’s Driving the Shift to Digital?
The move to digital channels didn’t happen overnight. There are several factors pushing manufacturers to rethink how they evaluate suppliers:
1. Time Efficiency:
Manufacturing decision-makers are busier than ever, managing complex supply chains, and overseeing production demands. Digital channels allow them to research multiple suppliers quickly, compare options, and gather information without waiting for sales reps or attending lengthy in-person meetings
2.Greater Access to Information:
The internet has democratized information. Manufacturers can now access detailed product specs, industry insights, and real-world reviews at the click of a button. This makes digital channels indispensable for narrowing down options and making educated choices.
3. Evolving Expectations:
People are accustomed to seamless digital experiences in their personal lives, from shopping online to managing finances. Manufacturers expect the same ease of access and transparency in their professional dealings with suppliers.
4. COVID-19 Accelerated the Trend:
The pandemic forced industries worldwide to pivot toward digital interactions. Trade shows went virtual, in-person visits were replaced with video calls, and digital tools became the primary way to maintain connections. Even as in-person events have returned, the efficiency of digital channels has ensured they remain a dominant force.
How Manufacturers Use Digital Channels?
The way manufacturers interact with digital tools has grown increasingly sophisticated. Here’s how they’re using these platforms to evaluate suppliers:
1.Research and Discovery:
Manufacturers start with search engines to find potential suppliers, looking for detailed product information, pricing structures, and customer reviews. If your website doesn’t rank or isn’t optimized for key search terms, you’re likely to miss out on this crucial stage.
2.Comparing Solutions:
Webinars, white papers, and video demonstrations give manufacturers a chance to see how different suppliers solve their problems. The more educational content you provide, the better you can differentiate yourself during this phase.
3.Evaluating Credibility:
Manufacturers check LinkedIn profiles, industry forums, and social proof like testimonials and case studies to assess whether a supplier has the expertise and reliability they need.
4. Building Shortlists:
By the time manufacturers reach out, they’ve often narrowed down their list to two or three contenders. This makes your online presence and content crucial for getting on their radar in the first place.
What This Means for Suppliers
Simply, you’re going to have to rethink your approach to marketing and communication. Relying solely on in-person interactions or direct sales calls is no longer enough. You need to build a digital presence that meets manufacturers where they are.
1.Optimize Your Website:
Your website is the first stop for most manufacturers. Make it user-friendly, mobile-optimized, and packed with valuable content like case studies, blogs, and FAQs.
2.Embrace Content Marketing:
Educational content like blog posts, videos, and white papers can position you as an expert and help manufacturers see the value of your offerings before they even speak to you.
3.Use SEO to Be Found:
Invest in search engine optimization to ensure your website ranks for the terms manufacturers are searching for, such as “cost-effective industrial coatings” or “high-durability polymers.”
4. Be Active on LinkedIn:
LinkedIn is a powerful tool for connecting with manufacturing decision-makers. Share insights, post updates, and engage in discussions to demonstrate your expertise.
Why Digital Channels Build Trust
One of the biggest advantages of digital channels is their ability to build trust before a conversation even happens. Manufacturers can see your expertise through your content, evaluate your credibility through testimonials, and feel confident in their choice based on your transparency and accessibility.
Digital interactions lay the groundwork for long-term relationships. They show manufacturers that you’re not just another vendor—you’re a partner who understands their needs and has the expertise to deliver.
Are you ready to step up your digital game?
Contact us today to create a digital strategy that ensures manufacturers find and choose you.