Marketing for manufacturing businesses can be a tricky task to take on. From setbacks of an old site design, to handfuls of products pages, or a PPC campaign not producing results – it can all feel tedious.

On top of that, with various digital marketing tactics to choose from, it can be hard to know which is going to produce the most results for your manufacturing business. This is where our specialists come in.

Bookmark this handy guide on the best strategies for marketing for manufacturers.

Create Good Content Centered on Search Intent

We know this sounds obvious, but it’s true. Optimizing your website’s pages with the key terms you want to rank for, that your ideal customer is searching for, is one thing many manufacturing companies fail to do.

Keep in mind that a good keyword-to-content ratio (otherwise known as keyword density) is just as important when it comes to attracting customers. This means that you want to make sure you have packed in enough keywords on your page to help it rank, but not too many that it looks spammy or overly sales-y.

Some key pages you will want to make sure are strategically optimizing include your:

  • Homepage
  • Product pages
  • Service pages
  • Location pages
  • Blog posts
  • Etc.

And at our manufacturing SEO company, we have seen great success with our manufacturing clients just through enhancing their website content.

Utilize Your Local Listing to Your Advantage

In the past year, local SEO has taken on a more prominent role for various fields, including within B2B manufacturing marketing. Having an optimized listing on Google is especially critical if you serve a lot of businesses in your area.

And if you don’t already have one created, making a Google Business Profile listing will get your business not only on Google Maps, but will also boost your presence in searches.

In your listing, you will want to make sure you have your phone number, website, hours, photos, and other key details of your business set so that you can be easily contacted by potential customers. And if you are making a new listing, getting reviews on your Google Business Profile listing can help immensely.

Recently, Google has even expanded the amount of information in GBP listings, letting you now include posts, services, products, videos, and more. These are all great opportunities to let searches know you are keeping your business information up to date, too.

Focus on Gaining High-Quality Links to Your Site

A great way to help your manufacturing SEO is to increase your backlink profile. When most of our manufacturing clients come on to work with us, they typically have little to no outside sources linking to them.

Through link building, you can get more external websites linking back to your site, which in turn can help increase your website’s overall trustworthiness and authority in the eyes of search engines.

There are various methods of link building you can engage in to get more links to your website, and here are a few ideas you can apply:

  • Submit directory listings to relevant sites
  • Add your website to local citation sites (Yelp, Angies List, etc.)
  • Reach out to industry publication to write for them
  • Respond to journalist requests relevant to your offerings (HARO is a great place for this)
  • Scavenge the web for unlinked mentions in news articles and other sources

Optimize Your Products or Services Pages

To piggyback off of adding better content to your website, it’s important that your most important pages on your website are optimized with keywords related to your products and services.

With thorough keyword research, you will be able to find what terms related to your offerings are getting the most search volume. From there, making sure that copy on the related pages incorporates those keywords will help improve your rankings, driving more people to your website to become leads.


A few places you want to make sure you optimize with keywords are:

  • Headers (H1s, H2s, H3s)
  • Meta titles
  • Meta descriptions
  • Photo tags (alt/title)
  • Various places in
    the copy

Rethink Your PPC Strategy

When running a paid marketing campaign as part of your manufacturing marketing efforts, it is important to make sure you are taking into account the following aspects:

  1. Are you running ads to a unique landing page?
  2. Do you have targeting in place, such as income and age?
  3. Are you testing different ad types, such as call only, display, location, etc.?
  4. Have you experimented with various keyword match types?
  5. Do your ads get more impressions on certain days/times than others?
  6. Have you segmented your keywords into different ad groups or campaigns?
  7. Are you adding in negative keywords to your account?
  8. Have you explored other outlets? (Google, Bing, LinkedIn, etc.)

One of the best parts about PPC is that a lot of times, you can see fast results. But what is important is that you analyze your data consistently to see what adjustments need to be made to your ads’ account.

Need Help with Manufacturing Marketing?

As a reliable manufacturing marketing company, we’d be happy to help your business get more leads. Contact us today for a free strategy session.

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