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Manufacturing marketing agency
Your buyers are engineers. They are not searching for your company name.
We are a manufacturing marketing agency for machine shops, fabricators, molders, equipment builders and OEMs. Industrial SEO, Google Ads, LinkedIn and technical content, measured on qualified requests for quote rather than on traffic nobody can act on.
★★★★★ 4.9 out of 5 across 500+ brands, managing $2M+ in monthly ad spend
What they type
Nobody is looking for a supplier yet. They are solving a problem at their desk. Whoever answers this question well is the name they remember three months later when they need it made. Almost no manufacturing website publishes anything at this stage.
What they type
Now they are searching by process, material and tolerance. This is where most manufacturers lose, because the site has one services page listing eight capabilities instead of a page per capability carrying the numbers an engineer needs.
What they type
Three to five suppliers go on a list. Certifications, industries served, capacity and lead times decide who makes it. This is also the stage where procurement checks you exist properly, so review presence and directory listings start to matter.
What they do
The quote request arrives. If your form asks for a message instead of a file, or routes to an inbox nobody watches on a Friday, the work you paid for through the first three stages is handed to whoever replies first.
01 : Sound familiar?
Your capabilities are excellent. Your website never says so.
These are the six things we hear most from manufacturers before they start. If more than two apply, the problem is that the site was written for the company rather than for the buyer.
Every quote comes from a referral
Word of mouth built the business and still carries it. That works until a long-standing customer consolidates suppliers or moves production, and there is no second channel to fall back on.
One services page lists eight processes
Turning, milling, grinding, EDM, assembly, finishing, all in a single paragraph. That page competes for none of them. Engineers search for one process at a time with a material attached.
The RFQs you get are the wrong size
Prototype enquiries for a plant built around production runs, or ten thousand piece orders you have no capacity for. Nothing on the site states minimum order, typical run size or lead time.
Traffic looks fine, quotes do not follow
Analytics shows visitors. Sales sees nothing new. Usually the traffic is students, job seekers and competitors reading a capabilities page that was never built to convert anyone.
Marketing gets cut before it works
An eighteen month sales cycle judged on a ninety day lead report will always look like a failure. The programme is stopped at exactly the point the pipeline was about to arrive.
Nobody can tell you which channel produced the order
The purchase order lands and the origin is a mystery. Without multi-touch tracking across a cycle this long, budget decisions are guesses dressed as strategy.
Find out which capability searches you are invisible for.
Send us your site. We will map your processes and materials against what buyers in your industries actually search, and show you the gap. Free, no retainer, one business day.
02 : Who we work with
Different plants, different search behaviour.
Marketing for manufacturing companies fails when it is treated as one market. A contract machine shop and an equipment OEM are found in completely different ways.
CNC Machining
Buyers search by axis count, material and tolerance. We build a page per process and material combination, carrying machine lists, tolerance ranges and typical run sizes so the enquiry arrives pre-qualified.
Metal Fabrication
Sheet, structural and weldment work behave like three markets. Certifications and capacity limits do more to qualify an enquiry than any messaging, so they go on the page rather than in a PDF.
Injection Molding
Tooling cost is the barrier and the objection. Content that explains tool amortisation across volumes converts far better than a capabilities list, because it answers the question stopping the buyer.
Electronics and PCB
Compliance and traceability dominate the shortlist stage. We build the certification, testing and country of origin content that procurement checks before engineering ever gets a say.
Packaging
Sustainability requirements and minimum order quantities decide most enquiries. Stating both openly filters out the volume you cannot serve and lifts the quality of everything that does come through.
Industrial Equipment
Capital purchases with committees and long cycles. Application content, ROI framing and service network coverage carry more weight than product specification alone.
Contract Manufacturing
You sell capacity, not a product, so the entire strategy sits on capability, material and industry served pages. Industry pages matter most, because buyers search for suppliers who already understand their sector.
Automation and Robotics
An education-heavy sale. Integration content, application videos and clear scoping information shorten a cycle that otherwise stalls at the feasibility stage.
03 : What we run
Industrial digital marketing built around the RFQ.
Every channel below is judged on the same outcome: qualified requests for quote from buyers your plant can actually serve. Digital marketing for manufacturers only works when the definition of success is a quote, not a session.
01
Industrial SEO and capability pages
The core of manufacturing SEO services is structural. One page per process, material and industry served, each carrying tolerances, machine lists, certifications and run sizes. Hundreds of narrow low-competition queries add up to more quote volume than any single head term. Built on technical SEO and on-page work.
02
Google Ads for manufacturers
Industrial PPC lives or dies on negative keywords. Capability searches sit next to student research, job hunting and competitor comparison in the same auction. We build tight campaigns by process and material, strip the research traffic, and bid against quote value rather than click volume. See Google Ads management.
03
LinkedIn for named accounts
Search only reaches buyers already looking. LinkedIn advertising reaches design engineers, procurement leads and plant managers at the companies you want before a project starts. Targeting by job function, company size and industry makes it the one channel that works against a defined target account list.
04
Technical content that engineers trust
Industrial content marketing means numbers, not adjectives. Material comparisons, tolerance guides, design for manufacturability notes, failure analysis. Written so an engineer finds it useful and an AI search tool can quote it directly. Our content optimization team rebuilds existing pages to the same standard.
05
RFQ conversion
Most industrial sites lose the enquiry at the form. Buyers want to upload a drawing, state a quantity and get a lead time. Instead they get a message box. Our CRO team rebuilds quote forms around file upload, adds the qualifying fields that route enquiries correctly, and tests the trust signals procurement looks for.
06
Long-cycle attribution
An eighteen month cycle breaks last-click reporting completely. We set up multi-touch tracking, tie form and phone enquiries to the pages that influenced them, and report pipeline value by channel across quarters instead of leads by month. This is what keeps a programme funded long enough to pay back.
04 : Where the pipeline leaks
Traffic is not the problem. Two steps below it are.
This is the shape of almost every industrial funnel we audit. Plenty of visitors arrive. Very few reach a capability page, and fewer still find a quote form they can actually use.
Adding budget at the top of this funnel makes the first number bigger and changes nothing else. Fixing the two marked steps costs almost nothing and moves quote volume immediately, which is why the audit looks at conversion before it looks at spend.
The figures below are illustrative of the pattern, not a specific client account.
05 : How we work
Capability first. Volume later.
Industrial lead generation compounds slowly and then holds. The sequencing matters more here than in any other vertical we work in.
Week 1 to 3
Map capability to demand
Every process, material, tolerance and industry you serve, matched against what buyers search. The gaps become the content plan. Tracking and quote attribution go in at the same time.
Month 1 to 2
Fix the quote path
Rebuild the RFQ form around drawing upload and qualifying fields, add certifications and capacity information, and route enquiries so nothing sits in an unwatched inbox.
Month 2 to 6
Build the capability library
Page by page across processes, materials and industries. Google Ads runs alongside on the highest intent spec searches so quotes arrive while the organic base is still indexing.
Month 6 onward
Report on pipeline
Quarterly reporting on quoted value by channel rather than monthly lead counts, so the programme is judged on the timescale the sales cycle actually runs on.
Not sure whether the gap is traffic, content or your quote form?
The audit answers that before recommending any change in spend. We look at all three and tell you which one is costing you the most.
06 : Questions manufacturers ask
Before committing to a marketing programme.
It works well, but it works differently than it does in consumer markets. Manufacturing search volume is low and highly specific. A term like precision cnc machining for aerospace components might see under a hundred searches a month, yet every one of those searches is an engineer with a drawing and a budget. Industrial SEO is about owning hundreds of these narrow capability, material and tolerance queries rather than chasing one broad term. The traffic numbers stay modest. The quote volume does not.
Qualified requests for quote, cost per qualified RFQ, and quoted value in the pipeline. Traffic is a poor proxy in manufacturing because a page can attract students, job seekers and competitors researching capabilities without producing a single quote. A qualified RFQ means a real buyer with a real part or project, matched to what your plant can produce. Once that is tracked properly, most manufacturers find that their best-converting pages are capability and material pages nobody was optimising.
Most industrial purchases run six to eighteen months from first research to purchase order, and often involve an engineer, a procurement lead and a plant manager who never speak to you at the same time. This means last-click attribution reports almost nothing useful. It also means content has to serve three different readers with different questions. Marketing that is judged on this month’s lead count will always be cut before it has had time to work, which is the single most common reason manufacturers conclude that digital marketing does not apply to them.
Google Ads captures engineers who are already searching for a capability, material or part specification, so it produces quotes faster and is the better starting point for most manufacturers. LinkedIn reaches buyers before they search, targeted by job title, company size and industry, which suits long-cycle capital equipment and contract manufacturing where the buying committee is identifiable. A common structure is Google Ads for capability and spec searches, and LinkedIn for named-account outreach into target industries.
Usually because the site describes the company rather than the capability. Engineers search by process, material, tolerance and industry served, not by company history. If a site has one services page listing eight processes, it competes for nothing. The fix is a page per capability, with the tolerances, materials, machine list and certifications an engineer needs to decide whether you can make their part. The second common cause is a contact form that asks for a message when the buyer wants to upload a drawing.
Engineers are researching a specific technical problem and they discount claims that carry no numbers. Content that performs in this market contains tolerances, material specifications, cycle times, certifications and real constraints, including what you cannot do. Stating that you hold plus or minus 0.0002 inches on a particular process tells a reader more than any adjective. The same specificity is what makes a page quotable by AI search tools, which are increasingly where technical research now starts.
Yes, though the strategy differs. An OEM with its own product line has brand demand to capture and a defined market to expand into. A contract manufacturer sells capacity and capability, so the entire strategy sits on capability, material and industry pages that match how buyers search for a supplier. Industrial distributors have a third problem again, which is catalogue scale and part number search. We start with a free audit in all three cases so the approach matches the business model.
Your turn
Send us your capabilities. We will show you the gap.
Tell us what you make, what you make it from, and which industries you serve. We will map that against what buyers actually search, show you which capability searches you are invisible for, and check whether your quote form is losing the enquiries you already earn. Free, no retainer, no sales pitch, back within one business day.