Metal fabrication serves as the backbone to many other industries. With the right plan, reach your target audience with these metal fabrication industry marketing strategies.
With the broad extent of applications for metal fabrication, it can be somewhat difficult to pinpoint your next potential client. There are many likely prospects out there with needs associated with metal fabrication. This is why adapting your marketing strategy for every target audience plays a crucial role in further growing your business and securing solid contracts.
What is a Marketing Strategy?
Before we go into the more in-depth marketing strategies for metal fabrication companies, let’s first dive into what a marketing strategy is.
In essence, a marketing strategy is a deliberate way of breaking down information regarding your product or service to appeal to a target market. It requires a keen understanding of who consumes your product a good grasp of factors that start a purchase decision.
As a metal fabrication company, you need to have a game plan for reaching prospective buyers and converting them into paying customers. A marketing strategy in place involves communicating your value proposition to your target customers clearly through brand messaging and data-driven marketing initiatives.
Types of Marketing Strategies for Fabrication Business
All businesses must formulate the classic 4 Ps of marketing for their marketing strategy: Product, Price, Place, and Promotion. Among these four, promotion is the most challenging form for metal fabrication companies, mainly because they are more technical.
Nonetheless, there are effective ways to apply marketing strategies for businesses in the metal fabrication industry. And here are some channels you can use to promote your company and become more visible across all media:
Creating videos for engagement in social media is a good strategy in widening your scope of how you are viewed.
Metal fabrication in itself is a delicate process, which involves careful consideration backed with scientific principles. Companies want to see how you do it.
Video marketing is an excellent solution for being more visible because of the variety of topics you can curate. Educate others by showcasing your production process to create well-suited fabricated material for OEM’s. This way, you call the attention of key decision-makers like engineers into considering your product.
Moreover, curated videos can also appeal to purchase managers. Not only can videos educate and inform audiences, but it also spreads brand awareness and promotes your field of products.
Stay up to date with the latest marketing tactics with click worthy video content to boost your brand, engage prospects, and increase revenue. Work with the team who knows your industry.
The Pay-Per-Click (PPC) marketing model enables you to become more visible to customers in search engines. Here, advertisers create ads and set curated keywords that trigger the ads to appear to a pool of targeted audiences.
Metal fabrication is a large industry but appeals to a specific target market or niche. Here, Pay-Per-Click is a good strategy if you aim to be more visible market-wise. But to fully optimize PPC campaigns, you need to pick keywords with purchase intent and have a decent amount of search volume.
Additionally, PPC ads are better paired with another marketing initiative that draws in organic traffic. For instance, you can run PPC ads alongside an aggressive content strategy.
Social Media Marketing in the B2B space is vastly different from retail. Some might consider it irrelevant in the metal fabrication industry. But you would be surprised to know that 83% of B2B companies utilize social media.
Creating and sharing content in social media can help you educate audiences. It’s a way to boost your brand awareness and establish brand credibility and trust among potential clients.
LinkedIn and YouTube are your key social media platforms in distributing your content to your target market in the metal fabrication industry. The good thing about social media is that it is entirely visible to all kinds of users. From business owners to purchasing managers, engineers, and curious onlookers, platforms like LinkedIn increase your chances of connecting to potential buyers.
Ideally, you should start your website as soon as possible. Videos, articles, infographics, white papers, as well as a clear listing of your products, can be conveniently accessed through your website.
While your social media presence is important, it is best to utilize your social media page’s attention toward your website.
Benefits of Metal Fabrication Marketing
Having a well-suited marketing plan for your metal fabrication services enables you to attract your customers and stage a sales pipeline. Through the efficient execution of marketing strategies, you will nurture the reception of your clients, thus engaging them to buy in the long run.
Industry Lead Generation
Metal fabrication marketing is about highlighting the quality and durability of the customized products. And in cases where the client is a manufacturer, typically, the sales process can be long and winding, but the transactions are often high-value long-term contracts. This is why the lead generation process is crucial to securing sales.
Another benefit of marketing in the metal fabrication industry is that you will segment and differentiate your proposed markets. This allows you to compare opportunities in individual market segments. This way, you can also provide an offer that is tailor-fit to a particular market segment. Additionally, it increases your chances of getting more leads and closing more deals.
Data analysis and consistency is essential. Combined with a keen observance of the needs of each market segment, you can stand out from the rest of your competitors.
Metal fabrication, just like any other business, needs a good marketing strategy to grow and increase revenue. Don’t sleep on your ability to showcase your capabilities by not utilizing the right marketing strategy.
As the leader in industrial marketing, MFG Tribe has been helping Industrial companies from $2 million – $3 billion dominate their competition with the most aggressive marketing tactics that work in today’s competitive environment for over five years. Our strategy adjusts based on what’s most effective for YOUR company, and we only work with industrial companies. If you’re looking to set up your marketing efforts with the Industrial Marketing leader, schedule a discovery call today.