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Manufacturing Marketing: How to Promote Industrial Companies the Right Way

manufacturing marketing

Manufacturing marketing has a ton of room for growth and potential.

Why? Because most manufacturers, machining companies, and engineering companies aren’t great at marketing their own businesses.

This is understandable.

If you work in or own one of these types of businesses, you know this truth: time is of the essence.

You have to meet deadlines, make sure your operations are efficient, and constantly monitor the output of your facilities. Although many of the employees in your business may be knowledgable enough, they just don’t have the time to do things like create content, run PPC ads, promote the business through social media and other marketing channels, or keep track of SEO data to keep growing traffic.

So what’s the best manufacturing marketing solution?

How Agencies and Manufacturers Can Work Together

From time to time, we publish industry-specific guides like our post about real estate SEO.

We write these guides because we’ve gained expertise in working with these types of companies. In the past 18 months, we’ve worked with several companies in the manufacturing space in areas like precision machining, stud welding, and industrial services.

We’ve found that while different strategies are always needed for each individual business, manufacturing companies have some similarities when it comes to growing their business with SEO

Competition

Niches like marketing and SEO are very competitive. Often, you need to create insanely in-depth content and promote the “you know what” out of it to get your content to rank on search engines.

This isn’t the same for manufacturing companies.

We use a tool called Ahrefs to measure how competitive certain keywords are. Take a look at these screenshots from the tool showing the large difference between the keywords in our niche and the keywords in the manufacturing niche.

keyword research example

keyword research example 2

You still have to use a solid strategy to rank, but there is a pathway to getting a great amount of traffic with a little bit of persistence.

Content Depth and Quality

Often, the type of content that works well in a manufacturing marketing campaign has both depth and quality.

Studies have shown that content length is a ranking factor for SEO:

This is especially true for manufacturing companies because:

  • Many manufacturing techniques, machinery, and processes require an in-depth explanation to understand
  • Each type of term or phrase used often counts as an LSI keyword, which is a fancy way to say a secondary keyword. In-depth content x industry jargon = a keyword rich piece of content
  • Most companies who write content for their blogs in the space write thin content, meaning writing in-depth content can help you stand above and beyond the crowd

The Need for a Smart Agency

Most manufacturing companies can benefit from using an agency because of their lack of time to market the business.

Interestingly enough, many companies are convinced an agency can’t help them because they’re not technical experts. This couldn’t be further from the truth.

First, we have a staff of copywriters, many of which focus solely on writing technical content.

Second, we listen. Proper SEO discovery and studying resources can lead to a content campaign that meets SEO needs and maintains technical quality.

Last, we’ll go the extra mile to make sure we understand your business. If that means coming to take a tour of your plant, meeting key employees, and scheduling calls for content until we have the perfect content recipe, that’s what we’ll do.

In the beginning, there is usually some back and forth to get the technical terms right, but after that, our content doesn’t need much editing on your end to be worth publishing.

Want to see how we can improve your website? Fill out the form below for a FREE site audit!




 
So what are some of the components of a successful campaign?

On-Site SEO

On-site SEO is the process of adding keywords — words people use on Google searches — into important areas of your website like:

  • Page title
  • Page content
  • Image file names
  • Alt tags
  • Anchor text for links

The terms themselves aren’t that important.

It’s important to know that your entire website should be covered for SEO. This is especially true for manufacturing companies who run an e-commerce business.

Each product and category page on your website should have on-site SEO as well as keyword rich content on that page:

on-site SEO example

If you have a larger website, it may take time and money to create content for each and every category and product on your website. Often, we work with companies with large inventories by adding content to a handful of pages to start and gradually add it and boost their SEO with a monthly content creation package.

This way, you can dip your toe into marketing without breaking the bank and steadily grow over time.

Content Marketing For Manufacturing Companies

So why type of content should you create if you want to make a splash as a manufacturing company?

Content marketing for manufacturing companies usually follows a few simple rules of thumb:

  • Keyword researched topic – Some manufacturing topics get a high amount of traffic, some don’t. We focus on finding a balance between high-traffic keywords and competitive level.
  • Industry expertise – It’s good to establish a niche and focus on creating content in a narrow area first then going broader over time, e.g., a precision machining companies focusing on aerospace machining to start then branching out to something like medical devices.
  • Persistence – Creating a large volume of work over time leads to compound rewards. As pages get indexed by Google, they start to rank for more and more keywords.

We provide free marketing proposals and consults that walk you through just the type of content we will create and how it will benefit your site. Each proposal is custom-researched with no cookie-cutter components.

Enter your information into the form below and we’ll have a proposal to you in 48 hours or less:




 

Website Authority

Website authority factors into search engine rankings.

What is website authority?

Google uses links from other websites to yours to measure the quality of your site.

Each link to your site, called a backlink, is like that site ‘voting’ for yours.

So how do you get more votes?

There are a few different ways we’ll show you:

  • Directories
  • Outreach
  • The rich get richer strategy

Directories

Google likes links from high-quality business directories. They are also a huge part of local SEO.

Manufacturing has many quality directories you can submit your site to like Thomas Net:

manufacturer directories

 

Industry-specific directories provide the following benefits:

  • Topical relevance – Getting backlinks from strong websites matters, but so does getting backlinks from industries in the same niche.
  • Reputation – High reputation directories provide more authority than low reputation sites. Manufacturing has many high-quality directories to choose from
  • Real business – Often, you can actually get sales from these directories as customers actually use them to find products and services.

You can also use local directories and general business directories, which help build your authority by:

  • N.A.P – The more times your name, address, and phone number shows up on the web, the better. These are known as citations
  • Local signals – If you do have a local manufacturing business or a service area business, using these directories can help with local SEO
  • Reputation – Google loves industry-specific directories, but it also loves gold-standard general and local directories like chambers or commerce and websites like Localeze.

SEO Outreach

On top of adding your business to quality directories, you can use outreach to get quality backlinks.

Here’s how the process works:

  • Create stellar content – Your content needs to be worth sharing to get backlinks
  • Find related websites – Many websites in the space keep resource lists and link pages. Finding them is as simple as doing a Google search like “precision machining + resource list”
  • Pitch – Send a custom email to each site telling them why your content is great and how it will benefit their website to link to your content

The last point is key. It’s easier to land a backlink if your content adds value to other websites. Google uses outbound links as a ranking factor, too. They want to see that pages link out to other sites and get links back.

They want this because it shows your site is a “resource hub” that makes a good faith effort to give users the right information. Having this mindset when creating and pitching your content makes a huge difference.

Of course, we keep this in mind when we do outreach for you. Just talk to us and we’ll show you exactly how we work.

The Rich Get Richer

Once your pages rank higher, it’s easier for them to stay there.

Often, pieces of content on page one naturally get backlinks.

Think about it.

If you write an article and need to cite sources, you go to Google.

Then, you find the best article on page one to link to.

As your content ranks high on Google, you can improve it to get even more traffic by:

After you establish some top ranking pages, you can create more content and link between old and new pieces of content to spread around ‘link power.’

Other Manufacturing Marketing Ideas

We always consider content marketing and SEO the bread and butter for marketing any business. But after you establish yourself on Google, you can use other channels for marketing, too.

Adding more marketing channels leads to more growth.

They can also help your SEO efforts because Google measures user experience, too. A great example is having videos on your site to increase ‘dwell time.’

Here are some other great marketing channels you can use.

Video

Do you have company videos or instructional videos on how to use your technology?

They make a great addition to your campaign because data shows that people like to have more than one medium to enjoy the content.

This video is a great example a manufacturer could draw from:

Paid Advertising

Paid advertising is a bit more complicated than figuring out how much you are charged per click, but it can be a worthwhile investment if done the right way.

Often, we use PPC campaigns at the beginning of an organic SEO campaign.

This option is great for companies who want fast results and a quick way to establish ROI on their marketing efforts. Organic SEO takes time to kick in:

average age of page one rankings chart

If you want tangible results asap, try a PPC campaign.

Social Media Marketing

Is social media marketing a great route for marketing manufacturing?

It can be if done right.

You can use social media to highlight the quality and innovation of your company. It’s a great way to show how your company grows their expertise over time.

Some great social media marketing ideas in this space are:

  • Technology – Anytime you create a new technology or process, create a press release and share it on social media
  • Conferences – Sharing insights gained from attending conference works well on social media. Turn this to a video format for even better results
  • Employees – Highlight employee achievements shows you’re a forward thinking company who helps smart employees grows. It also makes your employees feel good about themselves. Win-Win.

Conclusion

The manufacturing space has a ton of SEO and marketing potential.

It’s one of the few unsaturated markets out there.

Take advantage of these opportunities and you can grow your traffic, business, and brand all at the same time.

About The Author

Ayodeji is the Digital Marketing Director at MLT Group. His favorite hobbies are reading and eating copious amounts of food in one sitting including dishes like nachos, Buffalo wings, and greasy sandwiches.

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