It’s a fair question, and one that we get asked frequently. The industrial services sector is filled with businesses that range in size, revenue, staff, and almost every measurable available. Our clients range from small family shops to large, international companies. The common thread is that they are all in the industrial services sector, providing manufactured goods or manufacturing services to other businesses. Because of this supremely niche market, most businesses in the industry tend to rely on generally outdated marketing tactics. Everyone feels like true marketing just doesn’t fit their industry. Well, we are here to set the record straight. Marketing is a MUST for industrial manufacturers.
The internet has changed the game, companies can now outsource work anywhere in the U.S. and even the world. Local business based off nothing but location is a thing of the past, and that is where search engine marketing (SEM) comes in to play. Effective SEM is a combination of organic and paid search marketing that can drive qualified traffic straight to your website. While it does cost money to have your ads clicked, the traffic coming through those ads can be much more qualified. Wordstream has crunched the numbers and within the industrial services sector, the average click through rate is 1.4%. While that may seem low, that number can be drastically improved upon with a professional SEM team working on your Google AdWords program. On average, our clients see a 232% higher click through rate than the industry.
Still not convinced that an AdWords program is right for you? While the allure of SEO and its free traffic is appealing to many business owners, it is not as free as it appears. SEO takes time, and lots of it. Organic rankings are very competitive and you can invest months before you see any noticeable results. Paid search is instant. When you put a budget into Google Adwords, your site will see immediate traffic. On top of that, reports have shown that Adwords traffic is actually more likely to convert into leads. So not only is the wait time less, but the time required to manage SEO is also much higher than Adwords requires, and Adwords traffic is more likely to convert into sales!
We understand that every dollar is crucial to businesses in this sector; the reality is that Adwords is a true investment. Money spent on Adwords will drive qualified, “purchase ready” traffic to your site. You can target which keywords to pursue and where your budget is spent. Adwords has put our clients websites at the top of 3.5 million related searches this year alone. With a click through rate 232% higher than the industry, that means more RFQ’s, more leads, and more sales. If you want to start driving qualified traffic to your website, let us know if we can help.