Why Engineering & Manufacturing Firms Need a Digital Marketing Strategy

Many engineering and manufacturing firms fail to see the importance in their online presence, which has proven to be a mistake time and time again.

In fact, engineering and manufacturing companies face many challenges when it comes to digital marketing and online activities. One big challenge is proving the ROI of marketing activities, and so these businesses cease doing any digital marketing. Another is keeping your website up-to-date and managing it, perhaps because of a poor content management system or that you’re not sure what changes to make. But the biggest challenge is securing more leads that convert into sales.

Overcoming these challenges is essential in taking your business to the next level. Your engineering or manufacturing industry website should play a pivotal role in generating leads and enquiries that turn into sales. Whether your website is an ecommerce or informational site, we can help you improve the results it generates.

Potential customers are searching online

SEO has never been more important for businesses, whether on or offline. Even businesses that don’t require a top-notch website or online sales can benefit greatly from SEO.

If you are looking for a particular service or product, the first thing you do is likely Google. And when it comes to the manufacturing and engineering sectors, this is the most likely place research will begin. Which is why it is essential your brand is present on the first page of Google and other search engines.

Buyer personas help generate sales

Creating a buyer persona can be hugely beneficial in ensuring your online performance continues to excel. This persona is your target audience profile, and is a key part of the marketing strategy.

Different firms will have vastly different customers, and it’s key to keep in mind exactly how to appeal to them, and how they will respond online.

If you can keep this in mind throughout developing your strategy and implementing your actual marketing campaigns, this will be very beneficial down the road.

It’s important to understand and differentiate the audiences that your business targets, and we can help develop personas that leads to more meaningful and targeted marketing campaigns.

Competitors will take advantage of your lack of digital marketing

Engineering and manufacturing firms can often forget to market themselves, and instead rely on offline means, or simply having a website. But that’s not enough in this day and age.

In fact, if you fail to take advantage of digital marketing and the extra business it could generate for you, then it’s likely your competitors will. They will reap the benefits that you would otherwise have.

The good news is that if you take your online presence to the next level, this gives your business new opportunities to increase sales and establish your brand as an industry leader. But if your website and digital marketing continues to take a backseat, this leaves the competition with an opportunity to leave you in the dust.

Develop a clear aim and strategy for your website

When it comes to the engineering and manufacturing industries, websites can have a number of different aims, but will aim to make it obvious what you offer to customers, and highlight what it is that makes you a stand-out choice.

Commonly these sites look to offer expert information, showcase services with eye-catching visuals, and drive sales and enquiries as a lead generation tool. In order to generate more leads, your website needs to offer simple navigation, clear calls to action and ways to get in touch.

You may also wish to have your site internationalised for a global audience, or perhaps your audience is more local. Whatever your target audience may be, we design your site with this in mind from the very start.


Xanthos has played a pivotal role in helping a number of businesses in the engineering and manufacturing industries grow through building ecommerce stores and websites, and driving key traffic to them via outsourced digital marketing services. We take the time to understand what your business is looking to achieve from your website and digital marketing campaigns. Our outsourced digital marketing services gives you access to marketing experts with experience in your field, all without the expense of hiring your own team that may be inexperienced.

If you’re ready to improve your online presence, get in touch with the team below, and a member of the team will get back to you shortly.