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Plastics Manufacturing in the Digital Age: 5 Digital Marketing Strategies for Success

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Plastic manufacturing involves processing raw materials to create a broad range of items. Plastic use spans multiple industries, such as food and chemical storage, construction materials, and electronic device manufacturing. With this expansion of its scope, the plastics manufacturing process naturally evolves to keep up with the demand. 

Fortunately, the digital age affords significant advancements to existing manufacturing technologies. An example is the automation of the injection molding process, which allows manufacturers to produce plastic materials with high accuracy and speed. Such efficiency is instrumental in manufacturing in-demand plastic parts, such as bottle caps and components for television and computers. Additionally, manufacturers can vary the injection molding nozzle type to match different target plastic applications.

With the rapid upswing of the industry, communicating your competitive advantage becomes equally important. In this article, learn more about five digital marketing strategies to help differentiate and successfully promote your plastics manufacturing business.

Account-Based Marketing

Account-based marketing (ABM) is a business-to-business marketing strategy that focuses on generating leads and following through until sales completion. It uses predictive analytics and advertising automation tools to create personalised buyer personas from existing data and align the marketing campaign to the generated profiles. 

In ABM, marketing and sales teams work hand-in-hand to identify potential accounts that suit their requirements and formulate personalised campaigns for these critical accounts. This strategy is suitable for large-scale businesses that cater to bulk consumers and other potentially high-revenue generating and repeat-order clients. For example, solar power companies use ABM strategies to connect with qualified clients and generate excellent solar leads.

Likewise, ABM offers several benefits for a plastics manufacturing business. This personalised approach toward the most suitable clients promotes more efficient use of resources and ensures a high return on investment (ROI). Sales involvement at the outset also speeds up the purchasing process and closes a deal faster.

Content Marketing

Content marketing involves generating reliable and genuinely helpful content for consumers to establish deeper connections with them. Producing valuable content helps consumers view your business positively, building confidence and trust in your brand and increasing the likelihood of purchasing.

Typical content marketing strategies include the following:

  • Blogging: Publish educational and informative articles related to your products.
  • Social media marketing: Form engaged communities with your consumers through various social media platforms.
  • Video marketing: Create promotional videos and how-to videos on topics related to your products and their use.

The key to effective content marketing is consistently producing visually pleasing, easy-to-consume content to ensure you build and maintain brand awareness and loyalty. Additionally, remember to apply good search engine optimisation techniques to increase the possibility of consumers finding you on their own when browsing for information related to your industry.

Email Marketing

Photo by Maxim Ilyahov from Unsplash

Email marketing consists of marketing material conveyed to consumers via emails. These promotional materials may include newsletters, feedback emails, invite emails to special events and training, or promotional emails regarding new product offerings.

In crafting an email marketing strategy, the first step is to identify your target audience, goals, and content type you’ll be sending out. What actions do you hope to trigger with your emails? Do you aim to increase website sales or inform recipients about new products? Next, select an email platform. Email platforms vary in features and cost, so choose one that best suits your needs. When you have everything ready, create your email and send them out!

Remember to refrain from emailing people who have opted out of your mailing list. Otherwise, the email will go to spam, making the receiver miss it.

Influencer Marketing

In influencer marketing, the business cooperates with an influencer to promote their products and services. Examples of influencers may include celebrities, industry experts, and other high-profile individuals who can influence the purchasing decisions of your target market.

Choosing an influencer to partner with must be done with careful consideration. Evaluate the level of trust your target consumers have with the potential influencer. Check their previous work and content, and verify whether it aligns with your desired branding. As a plastics manufacturing business, you may reach out to famous personalities in the business and manufacturing business, such as crucial figures in professional associations or manufacturing industry experts.

Pay-Per-Click Marketing

Pay-per-click (PPC) marketing, as the name suggests, refers to a marketing strategy in which businesses pay advertisers every time consumers click on their advertisements. Companies display their ads on search engines, websites, and social media. PPC advertisements can come in text, images, or other visual media. 

Popular platforms that host PPC ads include Google Ads and Facebook Ads. The right PPC platform depends on which meets your requirements in terms of flexibility, cost, potential reach, and customizability of the campaign.

An important aspect of PPC marketing is tracking your campaign’s analytics. Monitoring analytics allows you to see the campaign’s performance with respect to key performance indicators (KPIs), identify the campaign’s total cost and ROI, and determine the steps moving forward based on the analytics results.


In a constantly evolving market such as plastics manufacturing, leveraging digital marketing strategies is vital for business growth. The recommended digital marketing techniques fall into inbound and outbound marketing categories. Strike the right balance between the two to find the best strategy for you.

With the right approach, the strategies in this post can propel your business forward, highlighting your unique selling points and establishing you as a leader in your field. So, harness their potential and elevate your plastics manufacturing business.


Alvaro Lizaraso