Choosing a marketing agency for a manufacturing company
What to ask a marketing agency before hiring them for a manufacturing business, and the signs they understand a long, technical B2B sales cycle.
4 min read
Manufacturing marketing rarely fails because nobody tried. It fails because a website and set of collateral built two years ago never gets revisited as products, certifications and capabilities change. This checklist is a starting point for a quarterly review.
Website and product pages
- Every active product family has its own page with a current specification table.
- Discontinued products are removed or clearly marked.
- Datasheet PDF links are tested and current.
- Quote forms route to the correct technical reviewer by product line.
Search and ads
- Search Console reviewed for new specification-level queries bringing impressions.
- Google Ads campaigns split by product family, not one blended budget.
- Negative keyword list updated from the latest search terms report.
A specification page listing a certification that expired last year costs more credibility than never mentioning it at all.
Collateral and listings
- Datasheets and catalogues reflect current specifications and certifications.
- IndiaMART, TradeIndia and any distributor listings match the website.
- LinkedIn page shows at least one recent capability or process update.
Reporting
A monthly view of enquiries by product family and stage, reviewed with whoever runs technical sales, not left unread in an analytics tool.
The takeaway
Review this checklist quarterly, since product changes and certification renewals are the most common reason manufacturer marketing goes stale.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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