According to the Association for Technology & Manufacturing, nearly 60% of surveyed U.S. manufacturers have reshored, are in the process of reshoring or are actively quoting reshoring projects. And federal policies, including tariffs, tax incentives and R&D credits are being expanded by the Trump administration to boost the movement.

But it’s not as simple as just expanding an existing facility or building a new one. Securing the necessary investment, finding the right location, hiring and training the right talent, establishing a sustainable infrastructure and successfully marketing Made in America products require a massive commitment.

Regardless, it’s happening. Since the “Build America, Buy America” legislative mandate was enacted in 2021, many companies, including notable players like Intel, GM and even Taiwan Semiconductor Manufacturing Company have reshored manufacturing and other operations.

Key Marketing Challenges

But even as manufacturing increases in the U.S., companies are facing another challenge that is equally important to brand visibility and sales success – marketing that is not properly valued and not moving fast enough to adopt digital trends.

So, whether you are an established U.S. manufacturer or one that is reshoring, here are five specific challenges your marketing needs to address:

1. Digital Transformation: Trade shows, media coverage and word-of-mouth need to become part of a larger marketing strategy that integrates essential digital solutions, including SEO/GEO, social media engagement and digital advertising.
2. Understanding Technical Buyers: Tech-savvy employees require technical product content that educates, demonstrates value and builds trust.
3. Creating Compelling Narratives: Engaging marketing content – videos, brochures, fact sheets, case studies – that are technically accurate and engaging and recognize the knowledge and interests of the recipient are table stakes.
4. Generating High-Quality Leads and Converting Them: Strong website/landing page performance supported by targeted lead generation and acquisition strategies are essential to support sustainable growth.
5. Aligning Marketing and Sales: Brand visibility, lead generation, customer engagement and continuous growth demand alignment between the sales and marketing disciplines. A cohesive, supportive team is essential to growth.

Last, but most certainly not least, manufacturers – whether they’ve been here all along or are just coming ashore – need to adequately value marketing and budget accordingly to achieve critical business goals – to not only support sales, but to build an identity that lifts up and differentiates your brand as a market leader.