Choosing a marketing agency for a manufacturing company

Fibvo editorial · 15 September 2023 · 4 min read

Manufacturing marketing rewards patience and technical accuracy over the fast, visual campaigns many agencies are set up to deliver. The questions worth asking are aimed at finding out whether an agency understands that difference before you commit budget to them.

Questions worth asking directly

• Can you show a product specification page or datasheet redesign you've done?
• How would you structure Google Ads around our product families rather than one broad campaign?
• How do you propose tracking a sales cycle that runs for months, not days?
• Have you worked with a client selling through both direct enquiry and distributors?

Signs of a good fit

An agency that asks detailed questions about your product range, certifications and typical buyer before proposing anything is more likely to build content that actually converts technical searches, rather than a generic campaign template repurposed from a consumer brand client.

The right agency asks about your tolerances and certifications before they ask about your Instagram strategy.

Setting expectations on timeline

Agree upfront that results will be judged over a quarter or two, not weeks — a manufacturing sales cycle simply does not produce fast attribution data, and an agency promising quick wins on a long-cycle product is either inexperienced with the sector or overselling.

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Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.