Guide to Digital Marketing for Packaging Manufacturers

May 16, 2025

Traditionally, the packaging sector has depended on outbound sales strategies such as cold calls, whether face-to-face or over the phone; trade shows; and industry connections. These methods continue to be an important component of a complete marketing strategy. In the past decade, a greater shift toward digital marketing has rounded out the strategy, allowing for a complementary process to reach and engage buyers. While many companies have adopted digital strategies such as website search engine optimization (SEO), we have found these efforts to sometimes be incomplete, outdated, or improperly maintained. For example, websites are missing some aspects of technical SEO that make it easier for search engines to find them, or the company isn’t producing regular blogs or updating pages—relevant and fresh content is a Google ranking factor. Decision-makers in packaging procurement often conduct extensive online research before making purchasing decisions. A strong digital marketing strategy positions packaging manufacturers to attract, educate, and convert prospects more effectively.

Understanding Digital Marketing for Packaging Manufacturers

Digital marketing encompasses a range of online strategies designed to increase brand awareness, generate leads, and drive sales. It includes content marketing, SEO, social media marketing, email automation, and more. Unlike traditional marketing that involves outreach, digital marketing allows targeted decision- makers to be drawn in. For packaging manufacturers, digital marketing is not just about increasing web traffic. It’s also about reaching C-suite executives, procurement teams, and sales directors who influence purchasing decisions. To be effective, a digital marketing strategy must deliver valuable, industry-specific content that addresses the key challenges packaging buyers face.

Digital Marketing Delivers Results

The growth of sustainability, efficiency, and automation in the packaging sector has led buyers to seek suppliers that can provide innovative solutions. Digital marketing allows manufacturers to showcase their expertise, differentiate themselves from competitors, and build trust with potential customers. One of our recent case studies illustrates this approach. A corrugated packaging manufacturer implemented a digital marketing approach that combined SEO, content marketing, and automated email campaigns to improve lead generation through its website and as a follow-up strategy to convert website visitors. SEO is a long-term effort that requires patience. The first year of the relationship focused on building a strong foundation; the second year revolved around refinement, focusing on best-performing keywords. From Q2 2023 to Q4 2024, the company saw a 60% increase in organic traffic to the website and 40% converted to appointments, resulting in 10 new customers.

Key Digital Marketing Tactics for Packaging Manufacturers

Implementing a successful digital marketing strategy requires a diverse approach tailored to the unique needs of the packaging industry. Decision-makers are looking for suppliers that can demonstrate expertise, reliability, and innovation, making it essential for packaging manufacturers to leverage various digital tools effectively. Below are some of the fundamental elements of a successful digital marketing strategy. Content Marketing At the core of digital marketing is content that speaks directly to packaging buyers. White papers, blog posts, industry reports, case studies, and videos can establish credibility while providing insights into common industry challenges. For example, an article explaining cost-saving strategies in corrugated packaging or a white paper on emerging trends in sustainable materials can attract procurement managers searching for solutions. Offering downloadable resources in exchange for contact information (called gating) can also help build a database of potential leads for future engagement.

SEO

SEO ensures packaging manufacturers rank highly in search results when potential buyers look for suppliers. Effective SEO includes the following elements:

- Keyword optimization involves researching, selecting, and strategically placing relevant terms in content to improve search engine visibility. It targets industry-specific terms such as “custom corrugated packaging” or “paperboard sustainable solutions” and colloquial terms such as “cardboard box” if potential customers are likely to use them in searches. These keywords should appear in titles, headings, meta descriptions, URLs, and naturally within the text to align with search intent.

- Technical SEO optimizes a website’s infrastructure to improve search engine crawling, indexing, and overall performance. This includes improving site speed and mobile-friendliness, implementing structured data, maintaining XML site maps, and fixing issues such as broken links or duplicate content. Proper implementation ensures Google can efficiently access and rank the site, increasing visibility and improving user experience.

- Content optimization involves regularly updating website content with relevant blogs, case studies, and technical resources to maintain relevance and authority. Well-optimized content not only incorporates keywords naturally but also enhances readability, engages visitors, and supports internal linking strategies.

Website SEO increases the likelihood that a company will be discovered by decision-makers actively searching for packaging solutions.

PPC Advertising

While SEO is a long-term strategy, pay-per-click (PPC) advertising can provide faster visibility. Google and LinkedIn ads allow manufacturers to target specific job titles, industries, and geographic locations. For example, a targeted LinkedIn campaign could focus on procurement managers in the food and beverage sector looking for recyclable packaging. By directing traffic to a landing page with a relevant white paper or consultation offer, manufacturers can capture leads quickly. This may require trial and error.

Email Marketing and Marketing Automation

Email remains a powerful tool for business-to-business marketing when used strategically. It provides another avenue to reach prospects and can be used to “warm up” a lead before a cold call. Some companies will segment email lists based on customer interest (e.g., sustainable packaging, bulk orders, and custom design capabilities). Additionally, email marketing allows for automated follow-ups with prospects who download resources, so they are not forgotten or overlooked. Automated email campaigns can even be set up so they are triggered by specific actions such as sending a case study when a prospect in a connected database or customer relationship management (CRM) system visits a specific web page. Email marketing automation tools such as VBOUT, HubSpot, Mailchimp, and Pardot can streamline this process, ensuring consistent engagement with potential customers.

Social Media and Digital PR

LinkedIn, industry forums, and other social media provide valuable platforms for engaging with packaging buyers. A strategic social media approach includes the following:

- Posting thought leadership content (e.g., sustainability initiatives, cost-saving tips, and innovations in packaging design).

- Engaging with industry groups and discussions to build brand authority.

- Using paid social media campaigns to amplify reach among packaging procurement professionals.

Strengthening a company’s visibility and reputation through digital public relations such as getting featured in industry publications, securing guest blog opportunities, and participating in online events.

Follow-Up – The Secret to Success

Generating leads through digital marketing is only the first step; converting those leads into customers requires a structured follow-up strategy. Packaging manufacturers who rely solely on inbound inquiries without a proactive approach to nurturing prospects and following up risk losing opportunities to competitors. Following up with prospects, whether from website visitors and inquiries, email engagement, or digital ad campaigns, using a structured process that includes timely phone screening, email follow-ups, and scheduled touchpoints can significantly improve conversion rates. For example, after a procurement manager downloads a case study, a sales representative should follow up with a phone call and personalized email. Even if they are in an information-gathering stage, the prospect may disclose their challenges or an estimated time frame for when they will be actively looking for a packaging solution. The prospect can be put into a nurturing email process and followed up again when appropriate. Beyond immediate follow-ups, tracking interactions all of the way through to a win/loss outcome provides critical insights into sales effectiveness. Integrating a CRM allows manufacturers to track lead activity, identify where prospects drop off and why, and refine processes and strategies. Manufacturers who implement consistent follow-up processes and track performance data will see higher conversion rates, stronger customer relationships, and increased revenue. Digital marketing generates leads, but follow-up turns those leads into long-term customers.

Key Digital Marketing Metrics to Measure Success

Tracking digital marketing efforts is necessary for packaging manufacturers who want to understand their return on investment (ROI). Implementing marketing strategies alone is insufficient. Measuring the outcomes of digital initiatives will help to determine their effectiveness and allow for the approach to be optimized. By tracking key performance indicators such as website traffic, conversion rates, lead quality, social interactions, and email engagement metrics, manufacturers gain valuable insights into their marketing campaign’s success. This data-driven approach allows companies to identify effective tactics, allocate resources efficiently, refine strategies, and achieve higher conversion rates. Plus, understanding ROI helps justify marketing expenditures to stakeholders, ensuring continued support and investment in digital strategies. Without tracking and analyzing digital marketing efforts, packaging manufacturers risk wasting resources and missing opportunities. Accurate measurement and analysis are essential for making informed decisions, driving growth, and staying ahead. Digital Marketing Is Here to Stay Regardless of whether you have used digital marketing strategies for years or are a newcomer, the reality is that as long as people rely on the internet to seek information and manufacturing partners, digital marketing will remain essential. For packaging manufacturers, digital marketing is not just a passing trend; it’s a crucial strategy for staying competitive in a crowded industry. By using effective digital marketing techniques, packaging manufacturers can establish themselves as leaders in the field and generate high-quality, sales-ready leads.