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Digital Marketing: The Competitive Edge in Industrial Manufacturing

What strategies does your industrial manufacturing company rely on to attract new customers? Generating leads can be tough, especially the more specialized your industry. The thing is, there are new customers out there. However, while it may seem like it makes more sense to find them by positioning yourself so they find you, which can leads a stronger sales funnel.

It all starts with a good digital marketing strategy. We’re not talking about posting to your company Facebook page, or sending out a newsletter once a quarter (although those can certainly be part of a larger plan), we’re talking about pragmatic steps your company can take to boost its online presence and be seen by your ideal customer. Plainly put, a good marketing strategy can decrease overhead, broaden your client base and even increase your industry recognition and credibility.

Easy ROI

While marketing comes with its own set of associated costs, they  are typically much lower than traditional advertising, do a lot more work and bring a pretty significant return on investment.. The price point on your company’s sales most likely outweigh what a typical marketing strategy costs. That means one or two sales that started as marketing leads could potentially pay for themselves.  

At the end of the day, it’s all about the ROI. With sales generated through marketing efforts, you’re not only decreasing the amount of money it costs to land a new client, you’re  actually growing more efficiently with each sale. As your digital presence grows and grows, you attract more visitors, more leads, more sales.

Broaden Your Client Base

The vast majority of industrial customers start their purchasing process online. That means a lot of Google searches for a very specific product. As mentioned above, manufacturing companies have been slower to adopt good digital strategies, meaning, there’s plenty of room for your to be seen by more potential clients. How do you it? It starts with three very important letters: SEO.

That stands for Search Engine Optimization, and it means making sure Google knows who you are and is willing to help get you seen online. In broad strokes, you do this by making sure your website is optimized for relevant industry keywords, constantly updating and maintaining your site. Potential customers are much more likely to click on one of the first three links on a Google results page.

That means the higher you “rank” on Google, the more visitors to your website you’re likely to get. Once they’re on your site, make sure they have the a reason to stick around, and usher them through the sales process. Again, that means topical and timely content with calls to action (CTAs) that encourage visitors to sign up for mailing lists, request a quote, or contact someone on your sales team.

Boost Your Credibility

Along with ranking higher and higher on Google and other search engines, putting together a good digital marketing strategy can help distinguish you as an industry leader. You can do this through engaging content that both new and established clients will come back for time and time again. Through this content, you position your company and its leaders as industry experts and thought leaders who know what they’re talking about, and are the only clear choice for a customer.

How you go about conveying your company’s expertise depends on how your customers consume content. You can do this through any number of different content offerings including:

  • Blogs
  • Whitepapers and Checklists
  • E-Books
  • Video Content
  • Resource Pages


Furthermore, you can use some of these channels for brand storytelling. In other words, talking about how awesome you are and what your company’s experience in the industry has been. This is a great way for customers to really get to know you, and what your company’s all about long before they speak to a sales rep on the phone.

ProFromGo Specializes in Industrial Marketing

Feeling overwhelmed by all of this marketing jargon? Don’t worry. At ProFromGo, it’s our job to understand every aspect of digital marketing, create our clients’ digital strategy and get them leads. Contact us to learn what we can do for your business.

Chris Vendilli
About the Author
Chris is the founder and CEO of Vendilli Digital Group. In his free time, you’ll find him camping, fishing, or playing beer league ice hockey with a bunch of guys who refuse to admit they’re already over the hill.
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