Industrial Goods & Services

Our approach to SEO for clients in industrial goods and services focuses on improving the user experience within their site. Our organic search team has found that the target group for our clients in this industry is searching the web for a very specific item or service, as opposed to copious amounts (of only partially relevant or related) information. With this in mind, we prioritize driving quality traffic to their pages – over quantity – with targeting strategies geared toward their specific audience of clientele. These tactics include strategic keyword targeting that aligns with audiences, SEO-driven landing pages, and content optimizations.

To drive traffic, we begin by making any needed adjustments to title tags, META descriptions, H1 tags, image ALT texts, and URLs. Then, to support those updated tags, we also create category and SEO-driven content.

Additional strategies include SEO-driven blogs and Google Business Profile optimizations for companies with anywhere from one local location to hundreds of them across the U.S. Our SEO efforts also focus on generating strong calls-to-action and content marketing efforts. We do this to develop competitive content – for rankings – and to improve brand awareness. This presents our clients’ products or services in a digestible, concise, and valuable way to customers.

For our industrial goods and services clientele, our approach to PPC involves cross-channel strategies that have an integrated and holistic approach. To achieve this, we focus on full-funnel audience nurturing. We also extend our PPC efforts to YouTube, LinkedIn (for boosted posts, feed ads, video ads, lead generation ads, and sponsored messages), and programmatic display, native, and streaming audio.

For our eCommerce clients, we start by thoroughly auditing remarketing audiences and putting them into three categories: purchased recently, cart abandonment, and non-purchaser. From there, we can optimize and create ads by funnel stage and ensure the most relevant messaging is being sent to the audiences. Then, with PPC efforts like multi-channel remarketing through display ads and paid social efforts, we can target and re-engage past purchasers. If your website is not eCommerce, we use a similar multi-channel remarketing strategy, but focus more on brand awareness and driving audiences to contact forms for demos, more information, and more.

We find more success with our ad campaigns by strategically targeting and aligning both copy and creative with the targeted audiences. This strategy has helped our clients to build brand loyalty and drive purchasers amongst previous customers. For example, for one client, our Google Ad efforts boosted impressions by 48% in under a year.

Our organic social media strategies are developed and designed to generate leads and increase brand awareness for clients in industrial goods and services. We leverage each business’s products or services across social media channels – for product demos and how-tos – to give users a working example of how they function and perform in real-time.

Our digital marketing agency also uses social media to connect potential and current customers to real humans – instead of automated chatbots. Responding to and communicating with customers through customized messages can boost customer satisfaction and engagement with their business while simultaneously making the brand more personable and relatable.

Our social media team sets itself apart from others, leading with strategy and letting data dictate the rest. We use real-time performance data and monthly analytics reports to measure how our social efforts perform and adjust them accordingly to better target and reach your audience.

When facing challenges such as a shortage of workers in the manufacturing industry, our team uses social media – especially LinkedIn – to establish your business’s presence and connect potential employees to employers.

Our content marketing approach is what sets us apart from other agencies. Our clients in industrial goods and services use content to increase brand awareness, educate their target audiences, build trust – between business and consumer – and generate leads.

Our dedicated content team does their due diligence to research, strategize, and develop topics and content buckets that are unique and specific to your industry and brand, as well as your consumer’s interests and needs. In the past, we focused on our content on what products or services have driven revenue, user interest and clicks, and a user's behavior flow within the website. By analyzing this information, we create relevant topics and content that targets these niche interests.

Specifically, the digital marketing team at ZGM has created content strategies and topics relevant to tech tools and case studies, campaigns, products and services, SEO tactics and keywords, as well as industry-related news, gated content, and long-form content like whitepapers. Through these content avenues, our industrial goods and services clients have become industry leaders in producing relevant, useful, and quality content that serves as a consistent driving factor of revenue.