While running a successful advertising campaign can be complex at the best of times, it presents a special challenge to small industrial manufacturers.
It’s one thing to advertise a widely understood product, such as a running shoe or blender, to a large consumer market. It’s another thing entirely to sell a manufacturing capability that’s only really understood by those in the industry — especially when products look and function differently based on the specifications of the buyer.
This challenge is particularly pronounced in the world of search engine marketing, where industrial manufacturers must adapt to an ad platform (e.g., AdWords) that seems more geared to retailers.
My company, Huff Industrial Marketing, faced this challenge with a manufacturing client. I’m pleased to report that through carefully and patiently running a variety of experiments, based on different approaches and ideas, we’re now seeing good results.
In this column, I’ll share how we did it.
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