Your Guide to Digital Marketing for Industrial Repair Companies

Generate more qualified repair leads with an industrial marketing strategy built for long-cycle buyers.

🎥Video: How we do marketing for manufacturers

Explore WebFX Industrial Marketing Services

What is digital marketing for industrial repair companies?

Digital marketing refers to a set of strategies you can use to promote your company’s services online. The goal of these strategies is to make your target audience aware of your business and persuade them to become clients.

Why invest in digital marketing?

The main reason you should use digital marketing for industrial maintenance companies is that, quite simply, your business won’t last without it. Some types of companies can afford to use minimal marketing, but industrial repair companies are not among them.

Your clients are counting on you to perform a very specialized service, one that the integrity of their (very expensive) machinery depends on. They’re not going to choose an industrial repair company lightly — they’ll need a lot of convincing if they’re going to partner with you instead of any of your competitors.

Marketing exists for that very purpose. By getting your brand in front of those prospects and showing off all that your company has to offer, you vastly increase their chances of picking you to maintain and repair their machinery.

5 strategies for digital marketing for industrial maintenance companies

Now that we’ve established how important industrial repair digital marketing is, let’s go over some of the main strategies you can use to market your own business. The five strategies we’ll cover are:

1. Search engine optimization (SEO)
2. Pay-per-click (PPC) advertising
3. Social media marketing
4. Web design
5. Email marketing

Read on to learn more about each of those industrial maintenance digital marketing strategies!

1. Search engine optimization (SEO)

When your prospects need an industrial repair company, they’ll take the decision seriously. They won’t just pick the first one they see — they’ll spend a lot of time researching their options. That means you need your company to be one of the top options in that research.

The best way to do that is with search engine optimization (SEO), a strategy that involves getting your website to show up in relevant search results.

For example, a common search term among your prospects is “industrial repair companies in [your city].” By building a page to target that keyword’s search intent and integrating the keyword itself throughout the page, you can help your site show up in the search results for that term.

Other ways you can optimize your website pages to rank higher in Google include:

• Earning reputable backlinks from other sites
• Optimizing your site for mobile devices
• Creating a Google Business Profile for your business
• And more!

Through strategic industrial SEO, as your prospects conduct their research, they’ll encounter your site in search results. After visiting your site, they’ll see the value of your services and end up choosing you over your competitors.

2. Pay-per-click (PPC) advertising

Another way to get your industrial repair company in search results is with pay-per-click (PPC) services. PPC is a type of paid advertising where you bid on specific keywords that you want to display ads for at the top of search results. You only pay the amount you bid when people click on your ads, which makes it very cost-effective.

When you run a PPC campaign, make sure you target keywords that your audience is likely to search — that is, keywords related to industrial repair services. 

But you can target more than just keywords. With PPC, you can actually target specific demographics and locations, allowing you to better hone in on your ideal audience.

You can also run paid ads on third-party websites, where they appear as boxes and banners in the margins of the site. With these ads, you might not be targeting specific keywords, but you can still target specific websites. This approach to PPC for industrial companies expands your visibility beyond search results to industry publications and resources.

By aiming for industrial websites like those your audience might visit, you give your ads a better chance of showing up for the right people.

3. Social media marketing

One of the best places for any business to market online is social media. You may think that since you operate a business-to-business (B2B) company, that doesn’t apply to you — after all, you’re selling to businesses, not consumers. But that’s not true. Keep in mind that the decision-makers at those businesses are still likely on social media, so you can still reach them there.

You can create an account on any social media site(s) of your choice and start promoting your company by posting content that does things like:

• Show off your services
• Introduce your team members
• Share industry news
• And more!

Most importantly, social media gives you a space where you can interact directly with your target audience by answering their questions and responding to their comments. This communication helps foster a sense of connection between you and your prospects, making them more likely to choose you over your competitors.

You can also run paid ads on social media, which are similar to regular posts but get boosted directly into users’ feeds. As with regular PPC, you can also target specific demographics and locations to help you reach the right users.

4. Web design

All the strategies we’ve talked about so far are intended to guide prospects toward becoming clients. But the act of becoming a client doesn’t happen on a social media site or a search results page. It happens on your website, which is where all those other strategies lead. That’s why web design is just as important of a marketing strategy as all of them.

So, what exactly does web design look like as an industrial maintenance digital marketing strategy? Basically, it’s all about optimizing your site to look appealing and function smoothly.

On the functional side, you need to optimize your page speeds and create an intuitive navigation system. Your site visitors should have no problem getting around and using the site.

Meanwhile, on the visual side, your site should simply look good. For industrial repair companies like yours, that means your web design should present a professional look — after all, your prospects are looking for someone extremely competent, and you want your site to convey that. You can shape your site’s appearance with things like:

• White space
• Color scheme
• Alignment
• And more!

You want your site to keep people around long enough for them to become leads or clients.

5. Email marketing

Yet another strategy you can use for your industrial repair digital marketing is email marketing. As the name implies, this strategy involves sending out emails to your target audience. You shouldn’t just start shooting out unsolicited emails, though. Instead, put email signup forms on your website so that people can sign up voluntarily.

When you do it that way, you can be certain that everyone on your email list wants to hear from you. As for what type of emails you send out, that’s up to you — you could send out newsletters, discount coupons, or overtly promotional emails to advertise your services. Be careful not to send them out too often, though, or the recipients will get annoyed.

The overall goal, though, is to use your marketing emails to nurture your existing leads toward becoming clients.

Boost your business with industrial repair digital marketing services from WebFX

Now that you know about each of these digital marketing strategies, you’re ready to start using them to drive more sales. But running all those strategies requires a lot of time and effort, not to mention expertise. If you find that you’re lacking in any of those things, you may want to partner with a professional agency like WebFX.

By partnering with WebFX, you’ll get help implementing and optimizing all of the strategies explored on this page. You’ll still be in full control of your campaigns, but you can let us handle all the work of running them, leaving you free to spend more time on other facets of your business.

Interested in our digital marketing services? Just call us at 888-601-5359 or contact us online today!