Understanding the Landscape for Trade-Impacted Manufacturers

Why is digital marketing more important than ever for U.S. manufacturers facing global competition?

Whether we would like to admit it or not, we have become a global market place. The good old days of advertising in the phonebook, your customers were also your neighbors,  and a postcard advertisement increased your sales are gone. Now, a manufacturer half a world away can sell products to your customer with a click of the keyboard. The internet, websites and e-commerce provide 24 hour 7 days a week customer service and support, bringing purchasing power for customers to any electronic device. 

It is estimated that over 80% of Americans are on-line shoppers and that e-commerce sales in the first quarter of 2025 were over $275 Billion according to the U.S. Census Bureau.  

Digital marketing is incredibly important to the success of any U.S. manufacturer. It’s no longer a nicety, it’s a necessity! 

In your experience, why do many manufacturers delay investing in digital marketing?

Many manufacturers delay investing in digital marketing for a variety of reasons. Some are:

• They just didn’t plan to do it. Not part of their strategic plan.
• They feel it is too costly.
• They don’t understand the need for it. 
• They already have a website and don’t feel they need anything more.

There are other reasons that they delay or ignore implementing a digital marketing campaign. 

To me, digital marketing is a MUST have in the global market place now. On-line is how business is doing business and if a firm is not up to date on their digital marketing plan, some other company is winning market share and sales. 

How does a weak online presence hurt companies—even if their products are superior?

Business and industry has moved “doing business” to an on-line platform. This is where businesses find and keep their customers now. If your company has a weak online presence, you are being left behind by those who are leading the industry by their online presence and commitment to staying abreast of the changes in industry. 

How can digital marketing help a small or mid-sized U.S. manufacturer stand out against cheaper overseas competitors?

With the increase in customers performing internet research before they purchase and the ease of online purchases, digital marketing is now the way manufacturers take their products to market. 

If a small or mid-sized manufacturer wants to stand out, increase sales and operating profits, and compete against cheaper overseas competitors, a targeted digital marketing plan is essential. 

Digital marketing that includes an updated and current website, e-Commerce capabilities and Search Engine Optimization (SEO) is crucial to helping U.S. manufacturers compete in a global online marketplace. It is the way to be seen and stand out against your competitors, both locally and globally. 

Can you give examples of what “smart” digital marketing looks like in the manufacturing space?

 “SMART” goals are: Specific, Measurable, Achievable, Relevant and Timely. 

“SMART” digital marketing:

• Appeals to a ‘Specific’ Target Audience – Your ideal buyer, 
• Has a Measurable Return on Investment (ROI), 
• Sets realistic and attainable goals within your digital marketing strategy to ensure that your efforts are directed towards objectives that can be successfully ‘Achieved”. 
• Is “Relevant” by focusing on delivering the right message, to the right person, at the right time. 
• Is “TImely” by staying current with the latest technology and industry advancements. 

An expert in digital marketing can help ensure that your firm is utilizing “smart” digital marketing strategic plans. 

What kind of first impressions do buyers get when they visit a manufacturer’s website—and how important is that?

First impressions are very important because it is our first impressions that help people remember us. A good first impression is a necessity if we are trying to build working relationships. 

The same can be said about your website. If your website makes a good “web-impression” visitors are more likely to become clients and customers. 

In business, your website’s first viewing or impression upon a visitor is a make or break moment.  It’s critically important. 

What are the most valuable digital marketing projects you’ve seen manufacturers implement through MATAAC?

 I can not stress this enough. e-Commerce!  e-Commerce! e-Commerce!

In my opinion, we are all in business to make our customers’ lives better. Why go to the trouble of creating a fabulous website and working your SEO content to drive potential clients to your website, if you aren’t going to provide an easy way for them to receive a quote or purchase directly from you at that very moment. 

Make it super easy for your customers to do business with you. E-Commerce!

How do things like SEO, eCommerce, content, or paid ads impact lead generation and revenue?

SEO helps people find your website through internet searches. 

e-Commerce helps website visitors become customers by the click of the computer mouse or smart phone connections. 

Website content helps provide specific information to visitors to build trust, understand your products and services, and identify the solutions you provide to your customers. 

In a global market place created by internet connections, lead generation is created with the use of digital marketing techniques like SEO, content creation and e-Commerce options. Leads become customers and online purchases become sales and revenue. 

If your customers can’t find you through a google search, you are missing a large target market. 

How does MATAAC help companies not only upgrade their marketing—but make it actually work?

MATAAC helps a manufacturer create their business recovery plan. Once that plan is approved, expert consultants are hired to complete the projects identified in the business recovery plan. 

A manufacturer benefits from MATAAC’s assistance in the creation of the recovery plan and cost-sharing the implementation of those projects but the best part of the process is that the company gets to hire industry experts to assist, develop and implement those projects. 

It’s a win, win, win scenario. 

For companies who think, “Marketing is expensive,” what do you say?

Marketing is expensive especially when you put good money into all the wrong marketing areas. Too many manufacturers are still paying for marketing that does not provide good returns on investments (ROI). Old, outdated and technology deficient marketing is expensive and does not provide good cost / benefits. These marketing projects are still being sold and have created a space where too many think that “marketing is expensive” or “a good waste of hard earned money.” 

However, investments in digital marketing and marketing that provides a company with the ability to globally compete, create e-commerce opportunities, increase sales, increase cash flows and operating profits are not only important but crucial. Best part, they also provide good returns on investments (ROI).

How does MATAAC’s funding support help manufacturers afford high-quality marketing they couldn’t do on their own?

MATAAC is a federal cost-share program where we pay a portion of the project implementation as outlined in our client-firm’s business recovery plans. For example, let’s say a small manufacturer enters the TAAF program and has received an approved business plan for a $30,000 website and e-commerce project. MATAAC would then cost-share 75% or  $22,500 on that project’s implementation leaving 25% or $7,500 for the firm’s share. 

If a more expensive project was approved in a client-firm’s business recovery plan, MATAAC would cost-share those projects at a 50% cost share split. 

What’s the ROI you typically see when manufacturers invest in modern marketing strategies?

Return on Investment  (ROI) is speaking my language. Some successes overall with project implementation that included digital and/ or marketing strategies among other projects for our client-firms have been:

1. A greenhouse and skylight manufacturer completed a website upgrade and sales increased 162.62%
2. A timing, screws and packing equipment manufacturer completed website enhancement projects and saw sales increase by 234.25%
3. A scales & balances manufacturer completed a new website with e-Commerce projects and their sales increased by 125.16%
4. An office all systems manufacturer completed marketing projects along with a redesign and completely new website implementation and sales increased 251.80%
5. A custom lined cabinetry manufacturer added specialty quoting to their website along with a new website redesign and their sales increased by 68.68%

How MATAAC Serves Mid-Atlantic Manufacturers

For over five decades, MATAAC (MidAtlantic Trade Adjustment Assistance Center) has been helping turnaround manufacturers. Tackling trade challenges, regain competitiveness, and boost profitability. MATAAC provides solutions to manufacturers located in Delaware, Maryland, Pennsylvania, Virginia, West Virginia, and Washington D.C. MATAAC has been chartered by the Economic Development Administration of the U.S. Department of Commerce with responsibility for the management of Trade Adjustment Assistance for Firms (TAAF) program. The TAAF program is a crucial resource that supports businesses in navigating global market shifts.