WebStrategies works with all kinds of equipment manufacturers. From food processing equipment that places pepperoni on frozen pizza to equipment that wraps pallets of goods to be distributed around the globe, we understand that manufacturing clients have to identify incredibly niche markets to sell their products.

And yet, we often hear manufacturers claim that their product is too unique to be marketed online. In fact, that is not the case at all.

The best thing about digital marketing is the ability to target the right person, with the right message, at the right time. This is true across many industries, manufacturing included.

With the advanced targeting capabilities available through digital marketing tactics, it’s become more prevalent for manufacturing companies to use these techniques to generate qualified leads and ultimately sales online.

How can this work for your business? We've implemented comprehensive digital strategies for a variety of equipment manufacturers and can do so for your business, too. 

Digital Advertising

Digital advertising is imperative for equipment manufacturers with niche products. The targeting capabilities of digital ad platforms allow companies to get messages in front of the right individuals. (Read more here about how LinkedIn works well for this.)

In one case, a WebStrategies client's digital advertising strategy generated multiple qualified leads in the first month of a Google Search campaign, including several online quote requests, one for upwards of $33,000. With an impressive close rate of 75%, these quote requests are extremely meaningful to their business.

Content Marketing 

With a unique product offering, it is important to invest in content marketing as well so that your company's target audience has accessibility to the information they need about your product. The content produced should be designed to accomplish multiple goals:

• Generate a higher volume of relevant traffic to the company’s website.
• Provide a better online experience for end-users to find the exact information they need.
• Convert more website visitors into qualified leads for the company’s sales team.

In this case, our client saw a 50% increase in organic traffic, largely credited to content marketing efforts.

SEO 

Content marketing and SEO after often lumped together but in an effective digital strategy, SEO should be considered individually as well for companies with very specific products. Utilizing best practices for local and onsite SEO must be a part of your digital plan so that your business shows up online in your local area and search engines favor your website, bringing more qualified leads in and allowing you to capture share of voice online.

Check out this case where dedicated SEO efforts led a client's website traffic to increase by 57%. Most of their leads and opportunities have come from organic traffic, and CRO strategy has improved engagement and conversion rates, with website conversions showing an increase of 765% year over year.

Conversion Rate Optimization