Your buyers are searching technical terms nobody is competing for.
Industrial marketing is chronically underdeveloped, which is precisely why it is such an opportunity. Technical buyers research extensively online and most manufacturers give them almost nothing to find.
What is actually true in this category
The buying cycle is long and involves several people. An engineer researches, a purchasing manager approves, and the process can run for months, which makes content far more valuable than advertising.
Technical specification search has real volume and almost no competition, because most manufacturers publish nothing beyond a brochure PDF.
Distributors and reps are a channel that marketing can support and rarely does. Material that helps them sell is usually the fastest available win.
What the audit usually finds
- The entire catalogue as a PDF, invisible to search and unusable on a phone.
- No application or specification content, which is exactly what engineers search.
- Distributors selling with no supporting material from the manufacturer.
- Enquiries with no follow up process, in a category where the cycle runs for months.
What moves the number first here.
Every category rewards a different order of work. This is where we normally begin for manufacturing, and the audit confirms it against your own numbers before anything is committed.
Content and copywriting
Specification content, application notes, and comparison material is what technical buyers search for and almost nobody publishes.
Read more →Search engine optimization
Technical search terms carry low competition and high intent, which is a rare and valuable combination.
Read more →Websites and landing pages
Product data that is findable and readable rather than locked inside a PDF catalogue.
Read more →Lead handling and CRM
Long cycles with several stakeholders need a system, or enquiries quietly go cold over months.
Read more →Common questions
Does digital marketing work for industrial?
Unusually well, because so few competitors do it properly. Technical buyers research online like everyone else and most manufacturers give them nothing to find.
Our products are technical. Who writes that content?
You provide the expertise and we handle the structure and the writing. Interviewing your engineers and turning that into findable content is a large part of the work.
How do we support our distributors?
With material they can actually use: specification sheets, comparison content, and co branded pages. Most manufacturers underinvest here and it is often the quickest return.
Other categories we work in.
Construction
Long sales cycles, high value projects, and a portfolio that has to do the selling.
Read more →Ecommerce
Repeat purchase is where the margin is, and email is where repeat purchase comes from.
Read more →Professional services
Expertise is the product, and most firms are terrible at demonstrating it publicly.
Read more →Start with the audit.
Tell us what you sell and where you think the marketing is falling down. A senior member of the pod will come back with an honest read on what the audit would likely find, what it costs, and whether it is worth doing at all. If it is not, we will say so.
800.274.6775Free consultation · Family owned · Never outsourced
- You talk to the people who do the work, not an account handler.
- Fixed scope and fixed price before anything starts.
- You own every file, every login, and every asset. Always.
- Straight answers, including when the answer is that you do not need us.
Tell us about your business
A few details and we will follow up within one business day.