4 Digital Marketing Strategies Manufacturers and Industrial Companies Can Use to Generate More Leads

One of my core focuses is on using digital marketing to help manufacturing and industrial companies generate more leads. Leads meaning people inquiring about our clients’ products and/or services.

In this article, I want to outline what we typically do…and how it works…to hopefully spur some ideas for you on how you can turn your website into a business generating asset.

There is a specific combination of marketing channels we use that follows a specific strategy and I’ll cover it all here…but first, let’s start with the basics. Before you start anything, there are 2 things you need to have a good grasp on.

Your Positioning Statement

What do you sell?

Who do you sell to?

Why do they buy from you?

What makes you different?

The answers to these questions form your positioning statement and it’s important to have clarity around this. I dive deeper into this here.

Your Website

The investment you’re making in digital marketing will drive traffic and eyeballs to your website so it’s important to make sure it loads fast, is mobile responsive and accurately conveys what you do and for who. Your website does not need to look perfect, but the more effective it is, the more successful your digital marketing will be. On that note, make sure it’s super easy for someone to contact you. Don’t make them work to find your phone number or contact form.

OK, so with these 2 things in good shape, let’s discuss the 4 strategies that make up a successful digital program for manufacturers and industrial companies.

Strategy #1: Search Engine Optimization (SEO)

SEO is the process of optimizing your website so you show up for keyword searches (non-paid). Can prospects find you organically when they are doing searches on Google or Bing? If not, that’s an issue because a.) these prospects have a need and they are looking for a solution and b.) if they aren’t finding you, they are finding your competitors instead.

As a starting point, make sure your website reflects the best keywords — keywords that are relevant, not overly competitive and keywords that your prospects are actually searching for. How do you know all this? There are tools that give you this data —we use UberSuggest and SEMrush.

Also, get your Google My Business listing in rock-solid shape — here’s how and why.

Strategy #2: Google Pay Per Click Advertising (PPC)

PPC is the brother or sister to SEO. Both strategies focus on keywords…a prospect has a need and you get your company in front of them when they are searching for a solution…the difference with PPC is that you’re paying for every click.

SEO: takes time…you’re at the mercy of Google’s regular algorithm updates…but it’s a strong long-term digital strategy.

PPC: the traffic starts literally in hours…you have a lot of control and flexibility…but turn off the credit card and the traffic stops.

Make sure you’re constantly looking at the search queries that your ads are generating because you need to constantly fine-tune your negative keyword list (to prevent your ads from showing for keyword searches that aren’t relevant). The more you do this, the higher quality clicks you’ll receive.

Also, use your PPC keyword findings to improve and amplify your SEO.

Strategy #3: Content Creation + LinkedIn

Creating content (i.e. blogs) provides several benefits:

1. Helps position your company as a thought leader in your space.

2. Gives your SEO a boost because Google likes to rank blogs.

3. Helps feed your LinkedIn company page with valued-added content.

Make sure you keyword-optimize every blog post. And you want the content to be well-written, at least 600 words and be visually-appealing. After we publish content, we also like to index it immediately using Google Search Console because, the quicker your content is indexed, the quicker Google starts ranking it.

OK, so you create a blog and it’s published to your website. Next, you’ll want to give it a boost by posting about it on your LinkedIn company page and using LinkedIn’s advertising platform to inject the post into the LinkedIn newsfeeds of your target customer. The goal is to put your company on their radar…and of course get them to click to read the content.

So now:

  1. We’re posting the content on your website for visitors and Google to see.


2. Using LinkedIn to get the content in front of your prospects.

We typically rinse and repeat this 2 to 4 times per month which builds strong momentum.

Strategy #4: Email Newsletters

So you have your database of customers…and you have leads coming in every month. How do you nurture these relationships? Answer: you send out an email newsletter one or twice per month. It’s a great way of keeping your company on their radar while providing value at the same time. We typically share blog content and industry news in the newsletters and we of course include call-to-actions too (i.e. get a quote).

Make sure you clean your email database before sending out your first newsletter. There are tools/services you can use for this such as NeverBounce.

Wrapping Things Up

So those are the elements of an effective digital program for manufacturers and industrial companies. We are:

1. Reaching prospects on Google that are searching for your products/services.

2. Creating content to attract prospects and increase authority.

3. Using LinkedIn advertising to put our content in front of prospects.

4. Nurturing prospects and customers with email newsletters.

One final thought — make sure you are tracking results. Plug your website into Google Analytics and Google Search Console for traffic stats…track your contact form submissions…and track your phone calls per channel i.e. SEO, PPC, etc. You can use CallRail for call tracking.

Once you get the digital program above up and running, and fully optimized with the wrinkles ironed out, more prospects will find you and know about you…your website will get visited by more prospects…and you’ll start getting more leads/inquiries.

I hope this article was helpful. Email me with any questions — ryan@ballantine.com — happy to help!


Director of Digital & Partner at Ballantine.com. Founder of MorningUpgrade.com. My core interests are business, marketing, personal development and family.