Being visible online is a big deal for brands. It’s all about grabbing the attention of potential customers and showing off what makes you unique in the manufacturing industry.

And yeah, we get it. Building an authentic, engaging digital presence can seem like a huge mountain to climb — even though you know it’s the best move for your brand and business.

We won’t lie — it’s not necessarily an easy process. But the best way to start any project is to break it into smaller pieces. So we’ve broken it into steps to help you get started.

Step 1: Make Sure Your Website Clearly Communicates Your Services and Products.

Have you ever opened up a business’s website and had no clue how to find what you needed? That’s what you’re trying to avoid.

We call it “User Experience” or UX, and it’s all about making your website as user friendly as possible.

• Use user-friendly formatting when it comes to your page copy. Big paragraphs with lots of sentences can be overwhelming for readers and makes it easy to miss important information. Keep your paragraphs short, and don’t be afraid to use bold on important pieces of information to keep your content easy to read and skimmable for users who don’t have a ton of time.
• Add imagery or video to describe your services. Some website users prefer a visual aid to understand what you’re describing when it comes to products and services. Adding imagery or video also adds content to your site, which increases your website’s credibility in the eyes of Google and other search engines.
• Make the pages on your site more accessible and mobile friendly. According to Statista, more than 60% of internet users use a mobile device to go online so it’s important to make sure that your site is functional and optimized for mobile.

And don’t be afraid to try new things with your website! It’s all about keeping things fresh and making those tweaks to improve user experience and climbing those search engine rankings.  

Step 2: Optimize Your Site for Keywords that Prospective Customers are Using. 

Think about what you type into a search engine to find what you need. Your website users are doing the exact same thing to find your website (or your competitor’s site). The words you use in the headlines, subheaders and text on your website matter! 

In manufacturing, you can use a bit more jargon if you’re B2B vs. B2C, but you should still think about and research what keywords and terms your customers are using (and what your competitors use). Just because it’s what you call something doesn’t necessarily mean it’s what your users call it. 

If you’re not sure which keywords to include, check your Google Business Profile and Google Search Console. You’ll have access to all kinds of keywords that are coming directly from your web visitors, and be able to see what users searched before clicking on your site. 

 All of this can help you make sure that you’re putting your website and business in direct line of sight for consumers.

(And if you haven’t set up your Google Business Profile, you probably should.)

Everything Auto Dealers and Small Businesses Need to Know about Google Business Profile

Step 3: Humanize Your Brand.

When people can feel connected to your company or brand, it makes them more likely to spend their time and money on your services. Luckily, there are many ways for you to connect to potential customers in fun ways and let you flex your creative muscles.

• Use photos and videos on your website. When you can provide your customers with a visual of your day-today and the people at your business, it gives them a peek into your brand and what they can expect when they work with you.
• Be active on social media. Especially in an industry like manufacturing, social media can give you an edge over your competitors. This humanizes your brand and gives you an opportunity to engage directly with your potential customers.
• Add staff profiles or employee highlights. These give customers a chance to see the people behind the scenes, which can boost trust, especially if a lead is thinking about partnering with you. Plus, you can repurpose these profiles on social media or elsewhere, saving you time and effort in creating fresh content. 

Adding that personal touch builds your brand up as a reliable presence in the manufacturing world.

Step 4: Publish Helpful Resources.

Putting together helpful resources on your website shows that your brand is the place to go for valuable insights, especially for potential customers checking out your products. 

In the manufacturing world, things can get pretty complex, you can use blogs, FAQs, and how-to guides to showcase and simplify those intricate processes. These are also an awesome way to boost your website’s SEO. 

Struggling to come up with blogging topics? Here are a few ideas:

• Reflect on your “why”. Ask yourself what the point of your product is and what benefits it can provide.
  • Why is it better to use one material over another? Why is it important to use your product on a regular basis? What makes your service special?
• Tell your consumers how your product or service can solve their problems.
  • Do they have cows that are wasting hay? Are there any issues with materials that they use for their typical construction? How does it solve problems better than other, similar products?
• What may be obvious to you may not be obvious to your consumers, so think about your processes and go through the steps.
  • You don’t need to give away business secrets, but telling your customers about the steps involved in creating your product or talking about your favorite or least favorite production pieces is an interesting way to share information about your business and get in front of more people.

Step 5: Monitor Reviews and Be Responsive. 

Research shows that 95% of consumers read reviews and testimonials online before they spend their money, whether those reviews come from Google, social media or your website. 

Reviews give your potential customers a look into your business experience and how you worked with previous customers. They also add a lot of credibility to your website and services.

How do you get reviews? Just ask! People are generally pretty happy to share their opinions, and especially when it’s about a great experience that they had. Follow-up emails and social media posts asking for them are easy to do. 

And make sure you’re responding to the reviews that come in — both good and bad.

Step 6: Make Sure Your Information is Consistent.

Most people have had the moment where you search for a business’s hours on Google, it says it’s open, and then you arrive at the storefront to find that it’s not. (If you haven’t had that experience, I’m happy for you. It’s frustrating!)

The information that’s listed about your business online can impact the user experience in real life.

Make sure that your business hours are up to date, your business information is accurate and relevant, and that you’re responding to new reviews that come in.

If you want to streamline this process, Birdeye can help. It gives you one place to manage your business information online and alerts you to any new updates to your website, social media or other profiles that need your attention.

[Case Study] Search Engine Marketing Campaigns Deliver Quick Results for Manufacturing Company

Are You Ready to Keep Improving Your Website’s SEO?

Improving your online presence is a big deal — and that’s why many businesses rely on an ally like 9 Clouds for search engine optimization. SEO is key to increasing website traffic and generating more leads for your brand. 

Want help figuring out where to start? Ask for a free digital marketing assessment. We’ll suggest optimizations to improve your website — no commitment required! — and help you continue establishing your brand online.

Get Your Digital Assessment »