One of the most significant challenges for industrial companies is finding the right digital marketing channels to generate new, high-quality leads. Especially for small contract manufacturing companies that haven’t previously invested in digital marketing, it’s difficult to know where to start and how much to spend.
With the right research, investment, and a strategy catered to your unique audience of procurement and engineering decision makers, however, it’s possible to start generating new, high quality leads sooner than you might expect.
Paid traffic, generated from search engines, targeted social media channels, and directories where your buyers are most likely to spend their time, can jump-start your efforts, generate positive ROI, and help set the stage for future inbound marketing efforts when done properly.
Where to Invest Paid Traffic Budget to Reach Industrial Audiences
Most industrial companies have some experience in paid advertising, in the form of tradeshow advertisements, print ads in trade magazines, and directory listings on sites like GlobalSpec and Thomasnet. While the audiences are often a good fit, it’s difficult to directly attribute results to these types of broadly run advertisements, especially with a multi-month sales cycle for most contract manufacturers.
Which brings us to the primary benefit of digital advertising. Using the tools provided by Google Ads, LinkedIn, and other platforms designed to reach your target audience, you can narrow in on geography, keyword matches, and demographics in ways that more traditional ad campaigns never could. So where do you invest? Let’s look at the most common options:
The goal of digital advertising is to reach your audience where they spend their time. That means that, for most industrial companies, the directories referenced above can still make sense if your budget allows and the categories in which you list your company is not overly competitive. Keep this in mind as you plan your digital advertising efforts.
How to Budget for and Start Advertising Online
When you get started, have a well-defined plan in place to avoid blindly spending. A Google Ads campaign can be started in less than 5 minutes with a 150 characters of ad copy, a list of keywords and a credit card, but those ads may not perform well without at least slowing to think about where that money should go. Some factors to keep in mind include:
When developing LinkedIn Ads, the same rules apply to all of the above, with two major differences.
Taking the Leap into Online Advertising
If you are serious about investing in online advertising for your manufacturing company, take the time to map out who you are targeting, what they search for, and your initial budget. If you want to do it right and don’t have the time to invest, consider working with Pronto. Our team of digital advertising experts can help set up and run your Google Ads and LinkedIn Ads campaigns with constant daily monitoring and years of experience to optimize and get the most from your efforts.