How To Improve Lead Generation for Metal Fabricators

Unlike consumer-facing businesses, metal fabrication companies don’t usually exist in the public consciousness. Your target audience has likely never heard of you until they have an active need for metal fabrication services, which is when they start looking around online. That’s why lead generation for metal fabricators is such an important process.

If you’re not familiar with lead generation, you’re in the right place. On this page, we’ll be going over some of the most essential info about generating leads, including:

• What is lead generation for metal fabricators?
• Why should your business pursue lead generation?
• 5 tips for improving lead generation for metal fabrication companies

Keep reading to learn more about each of those topics. And if you want to get more digital marketing info sent straight to your inbox, be sure to subscribe to Revenue Weekly, our email newsletter!

What is lead generation for metal fabricators?

Lead generation refers to the process of taking people who are completely unfamiliar with your business and turning them into leads. A lead is someone who has shown active interest in your business without converting.

Why should your business pursue lead generation?

Lead generation is an essential part of any marketing effort. Prospects have to become leads before they’ll become customers, so without lead generation, good luck earning any revenue!

Lead generation is particularly important for metal fabricators. Because fabricators often make custom parts, your clients want to make sure the parts are made well. They’re not willing to just go with the first company they find. They’ll put in the necessary time and research to identify the best metal fabricator for their needs.

That means it’s imperative that you have a solid metal fabricator lead generation strategy in place to attract those businesses and instill in them an active interest in choosing your company. There are several different strategies you can use to generate leads, which we’ll come back to in a moment.

5 tips for improving lead generation for metal fabrication companies

Now that we’ve covered Lead Generation 101, let’s talk about what you can do to get the best results from it. What metal fabricator lead generation strategies should you use?

Below, we’ll cover five of the best tips for generating leads, including:

1. Start a metal fabrication blog
2. Claim your Google Business Profile
3. Run paid advertising campaigns
4. Market yourself on social media
5. Build out an email list

Keep reading to find out more about each of those tips!

1. Start a metal fabrication blog

If you want people to become leads, you need to find a way to draw them to your website. The best way to do that is to create helpful content on your site that people will want to see, which you can do by starting a business blog.

So, what exactly would your blog be about? You can write blog posts about a variety of different metal fabrication topics. For example, you might write blog posts about things like:

• What metal fabrication is
• What metal fabricators do
• Which industries use metal fabrication services

This informational content will draw people who are beginning to research metal fabricators to better understand the industry. You can also write some that are more sales-focused and directly promote your services.

As you write these blog posts, optimize them to rank in search results. The best way to do that is to build each blog post around a specific keyword (or search term). As you do that, be sure to address the search intent of those keywords (that is, the reason users are searching for them), which you can figure out by seeing what’s currently ranking for them. You should also be sure to optimize for best web design practices.

2. Claim your Google Business Profile

Speaking of appearing in search results, another great way to do that is to create a Google Business Profile (or claim an existing one, if one already exists in your name). A Google Business Profile features basic information about your metal fabrication company, such as:

• Company name
• Phone number
• Website
• Location
• Reviews

To optimize your profile, be sure to fill out as much info as you can. That includes adding some photos, which can feature anything from your building to your team members to your products. Product photos are particularly good to include because they let prospects see the quality of your metal fabrication services.

So, why do all this? The answer is that when people in your area search for metal fabricators in Google, one of the first things they’ll see in search results will be a local 3-pack, which looks like this:

As you can see, the 3-pack includes three different metal fabrication companies in the searcher’s local area. When prospects in your region search for metal fabricators, you want your business to be one of those they see in that 3-pack. It’s a great way to get in front of your target audience and generate more leads.

3. Run paid advertising campaigns

Another way to get in front of your audience online is to run paid ads. You can run these ads in multiple places, from search results to third-party websites.

Paid search ads look like organic search results, but they show up at the top of the page and have a “Sponsored” label above them. To run these ads, you bid on specific keywords you want to target, and you pay the amount that you bid each time someone clicks on one of your ads. Needless to say, you’ll want to target ads related to metal fabrication.

Then you have display ads, which show up as banners on third-party websites. You can decide which sites you want these ads to appear on, which is great because it means you can hone in on websites in your industry (or the industries your clients most commonly come from).

When clicked on, all of these ads will direct users to landing pages that encourage them to convert. For the purposes of metal fabrication lead generation, you might use some landing pages that simply encourage users to sign up for an email newsletter or something like that rather than immediately pushing them to purchase.

4. Market yourself on social media

One of the best places to reach people online is social media. There’s a tendency for business-to-business (B2B) companies to assume that social media isn’t useful for them, because they’re marketing to companies rather than consumers. But that’s simply not true — after all, the decision-makers at your target companies are probably on social media.

To generate leads through social media, start by simply creating an account. You can do this on whatever platform(s) you like, although LinkedIn is a particularly good option for B2B marketing. You can then start posting content, which can range from industry news to product photos to fun videos introducing your team.

You can also run paid social media ads to further reach your ideal audience. You can even target specific demographics and locations with your ads, which will then appear in those users’ feeds.

Both paid and organic social media promotion will increase your company’s engagement. Since you can interact directly with prospects on social media, it’s a great place to build connections and develop trust so that your business will be the first one they think of when they need metal fabrication services.

5. Build out an email list

Yet another great metal fabricator lead generation strategy is email marketing. More specifically, you can generate leads by putting email signup forms across your website. To sign up, users can simply give you their email address, and in return, you can send out things like newsletters or discounts.

The reason this is such a great lead generation method is that if someone is invested enough in your business to sign up for your emails, you can be certain that they’re a lead. That means you can then use your marketing emails to nurture all the leads on your list toward becoming clients.

Upgrade your metal fabrication lead generation with WebFX

Now that you know how to perform lead generation for metal fabrication companies, you can start to implement that knowledge. But lead generation can be a ton of work, and you may find that you simply don’t have the time or resources to do it as well as you’d like. In that case, it’s probably a good idea to work with a professional agency like WebFX.

With our lead generation services, you’ll still have full control over all your campaigns, but we’ll handle the workload for you while you continue to focus on other facets of your business. Interested in partnering with us? Just give us a call at 888-601-5359 or contact us online today!

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