Écrit par MaryEve Racine le 5 May 2018

Why is the Web essential for manufacturing and industrial companies?

Manufacturing and industrial companies, which are B2B businesses, often think that the internet is only for B2C companies that sell online. As a result, few of them see any significant opportunity to include Web strategies in their marketing planning. But the truth is that these beliefs are false, because 90% of B2B customers use the internet to find a potential supplier. Statistics also show that 70% of your potential customers already started their shopping process online before even contacting you.

That’s why manufacturing and industrial companies should develop their online presence if they want to maintain their business growth. Here are a few key points to understand about becoming established online.

It all starts with a keyword search

With today’s technologies, customer behavior has changed from what it was just a few years ago. When a solution is needed, the search almost always starts with a query made using a search engine. This is how your potential customers will be looking for companies like yours that can meet their needs. And that’s why you need to be well established online. How else will these prospects find you?

Your potential customer will search for specific words to articulate their query on search engines. Since the user will not necessarily be searching for your company name, it is important to develop the content of your website based on strategic keywords that will be sought out by your potential customers. You need to thoughtfully insert keywords into content that’s full of information and this information needs to be relevant to your prospects. This is the key to ensuring strong rankings on search engines, as 60% of clicks go to the first three results suggested by Google.

At TactikMedia, we use tools that allow us to target the right keywords based on their search volume and level of competition. With this process, we can identify the best keyword opportunities before even creating website content or ad campaigns.

Have a responsive, attractive and functional website

A responsive website is one that adapts to all platforms. Today, mobile searches have become more common than computer searches. This is why it’s crucial to have a website that works on phones, tablets and computers. Your site also has to provide intuitive navigation and quickly present the information that users are looking for, so that you can engage them. Keep in mind that you only have a few seconds, a minute at best, to convince them to stay on your website.

Your website is your storefront, your identity. Don’t forget that if a company hears about you, they will also check out your website to find out more, so it’s in your best interests to have a strong online display that represents your business and that highlights your expertise and products or services.

Create an unambiguous call to action

Do you want people to bid or contact you via your website? If so, your website has to convince them to act. Too often, people set up a contact page and assume that visitors will search for it to get a free quote or to fill out a contact form. The truth is that users don’t usually come to the site with a plan in mind. It is your website’s job to convince them to get in touch with you. And you really don’t want them to taking just any action. You want them to make specific choices. To make sure this happens, you need to display a clear call to action on your homepage.

Build your online reputation

There’s a lot of competition on the web and online searches allow users to find and contact businesses that they couldn’t have accessed in the past. In addition to your website’s content, customers look for other information about your business, such as reviews on social networks and on third-party websites. That’s why it’s important for you to curate your online presence, while building your reputation. Feel free to showcase some of your clients’ testimonials and other communications on your website, as this helps to build brand awareness and trust.

Be where your customers are

So, you may be responding to all of the above requirements: a responsive website, well-placed keywords in rich and useful content, online reviews in places like Google My Business or Facebook, but if users can’t find you, all this doesn’t add up to much.

This is where a strong presence among search results comes in, whether it is organic or paid. These digital marketing strategies work hand in hand to make your website show up on the first page when a user searches for your products or services. Also, your potential customers are most likely on social media. Targeting your clients’ key communications networks is essential for building a fruitful marketing strategy. For example, Facebook offers some of the most affordable ad placements, with very specific targeting, so you can reach your customers on the most popular social network in the world.


Your potential customers are present on the web and on social networks. It’s up to you to bring them to your business to increase your sales, thanks to an optimized online presence. At TactikMedia, we help manufacturing and industrial companies improve their rankings, to attract visitors and to convert them into customers. Do you want to see results and an increase in your online presence? Contact us for results.

Article écrit par MaryEve Racine
Titulaire d'un baccalauréat en communications, rédaction et multimédias de l'Université de Sherbrooke, MaryEve s'est spécialisée plus précisément en rédaction, en stratégies Web et en médias sociaux. Passionnée par l'univers des communications, de la rédaction, du marketing Web, MaryEve possède tout autant l'aspect stratégique que créatif. Elle sait élaborer des stratégies de contenu personnalisées et innovantes à travers la création de divers types de contenus originaux et percutants.