The manufacturing industry is no stranger to volatility. Economic uncertainty is a constant challenge whether it’s shifting supply chains, rising material costs, or the looming threat of tariffs. In the face of these disruptions, how manufacturers respond matters more than ever. How you communicate with your customers, adapt to new realities, and build trust could determine whether your business thrives or survives.
With the right digital marketing strategies, manufacturers can navigate the complexities of tariffs, supply chain disruptions, and price fluctuations while building stronger, more resilient connections with their customers.
The Impact of Tariffs on Manufacturers
Tariffs—taxes on imported goods—can throw a wrench in the works for manufacturers. Whether it’s an increase in the cost of raw materials or longer lead times due to supply chain disruptions, tariffs can lead to higher prices and added complexity for manufacturing businesses. These changes don’t just affect your bottom line; they can also impact customer relationships.
When things are in flux, your customers expect one thing: transparency. They want to know how changes, like price hikes or delayed shipments, might affect them. A lack of clear communication can cause anxiety, leading to lost trust and potential business.
So, what’s the solution? Being upfront, staying consistent, and providing value—even when external factors are beyond your control.
What do customers expect during uncertain times?
- Clear communication about any price increases or delays.
- Reassurance that their business matters and that you’re working hard to minimize disruption.
- A commitment to maintaining quality and service.
Building Trust in Uncertain Times
With everything going on, it’s easy to see why trust is so important. It all comes down to how you communicate. Being upfront and transparent with your customers is key. Avoiding the topic or waiting until the last minute only creates more anxiety.
Here are some tips to keep in mind as you navigate honest and clear communication with your customers:
- Emphasize Value
It’s a good time to reinforce why your products are worth the investment, emphasizing quality, long-term reliability, and the problem-solving benefits of what you offer. Remind customers of the value you provide beyond the price tag.
- Highlight Quality & Services
Make sure your customers know that, even when external challenges impact costs or availability, your commitment to providing high-quality products and exceptional service remains unchanged.
- Utilize Case Studies
Sharing success stories can help reassure customers that your solutions are solid and will continue to meet their needs, no matter the economic climate.
- Reinforce Your Mission
Your company’s mission and values should serve as a foundation of trust, especially when things feel unpredictable. It helps customers see that your commitment to your principles won’t waver—even when the market does.
Methods for Communicating with Your Customer Base
Keeping your customers informed means communicating regularly—and through the right channels. Let’s look at some ways manufacturers can stay connected with their audience:
Email Newsletters
Email is one of the best ways to keep customers up to date, whether you’re letting them know about price changes, supply chain updates, or regular communication. With targeted email campaigns, you can personalize the message to specific customer groups, ensuring they get the info that’s most relevant to them.
Website
Whether it’s a dedicated FAQ section or a banner announcement about price hikes or shipping delays, it’s crucial to keep your website informative and accessible. You can also consider adding live chat or a support page to make communication easier.
Social Media
Do a bit of research beforehand to discover where your customers interact online and use that platform to keep them informed. Social media allows you to control the narrative and position your company as a transparent, trustworthy source of information.
Town Halls
Hosting a webinar or Q&A session allows customers to ask questions and get a firsthand look at how your business is navigating the current climate. It’s a great way to engage directly with your customer base and show them you’re committed to transparency.
The Role of Marketing Automation in Trade Wars
What is Marketing Automation?
Marketing automation is a tool that helps you streamline repetitive tasks like email campaigns, customer segmentation, and tracking customer behavior in one place. For manufacturers, it’s a game-changer, especially when managing large customer bases and needing to send timely updates.
How Can Marketing Automation Help?
When tariffs and trade wars shake things up, the ability to keep customers informed at scale is essential. Marketing automation helps you send regular updates, personalized notifications, and price change alerts automatically—so you don’t have to do it all manually.
Personalized Campaigns
Let’s say you need to inform customers about price increases due to tariffs. With automation, you can send tailored emails that address specific segments of your customer base based on their buying behavior. This helps ensure your message is relevant to each recipient.
Segmenting Lists Based on Purchasing Behavior & Needs
A key benefit of marketing automation is the ability to segment your audience. (We’ve created an ultimate guide to segmentation in our blog.) This helps customers feel like you’re addressing their unique concerns, not just sending out generic updates.
Timely Updates at Scale
Whether you’re communicating a price change, product delay, or supply chain update, automation lets you send messages to large groups quickly and efficiently. No need for manual tracking or sending individual updates.
Tracking Engagement to Adjust Messaging
By monitoring how recipients interact with your campaigns, you can adjust your strategy accordingly. This helps ensure your communication resonates with customers.
Check out the marketing automation features our marketers have deemed essential for a successful digital marketing strategy.
The Takeaway
As the manufacturing landscape becomes more unpredictable, your ability to adapt and connect with customers becomes even more crucial. It’s no longer enough to react to external pressures—what matters now is how you respond. You’re not just keeping your customers informed; you’re building a foundation of trust that will carry your business through uncertain times.
We’re the team that’s created the smart + intuitive marketing automation platform that helps marketers be unstoppable. With hundreds of features (and counting), five-time-faster support, and a roster of happy clients, we’re helping B2B and B2C businesses thrive. Request a demo or sign up for a free trial to get full access to the emfluence Marketing Platform.
Looking for more resources for your industry? We’ve got an eBook for that—download our deep dive on how manufacturing and distribution businesses win at digital marketing.
