Let’s be honest—most manufacturers didn’t get into this business to become marketers.
You’re here because you know how to build things. Form parts. Ship on time. Hit tolerances. Solve problems your competitors can’t. That’s your real value—and it’s what your customers care about.
But here’s the truth: if your website doesn’t reflect that value clearly, consistently, and where buyers are looking, you’re losing business you don’t even know about.
That’s where modern marketing comes in. Not fluff. Not buzzwords. Just clear, helpful information that works like a sales rep who never sleeps—educating buyers, answering questions, and earning trust 24/7.
Done right, marketing doesn’t replace sales. It makes sales stronger.
Here’s how.
Most Buyers Don’t Call Until They’ve Already Made Up Their Mind
Think about how you buy something serious—like a new machine for your plant. You don’t talk to the sales rep first. You do your homework.
You read specs. Watch videos. Ask your team. Check reviews. Compare options. And then—when you feel confident—you reach out to a few vendors.
Your customers do the exact same thing. And if your company isn’t showing up during that research phase, you’re already behind.
Marketing is how you show up early—and make sure they’re thinking about you before they ever ask for a quote.
So What Is Marketing Content, Really?
It’s not just a blog. Or a fancy video. Or a trade show banner.
Marketing content is anything you create to help your buyer make a decision:
- A page that explains your capabilities in plain English
- A short article that answers a common question (like “What affects lead time?”)
- A PDF that shows how you solved a quality issue for another customer
- A quick video walking through your inspection process
If your salespeople say it on the phone, you can probably turn it into content.
And once you do, it works 24 hours a day—even while your team sleeps.
Stop Chasing Cold Leads. Start Guiding Real Buyers.
Here’s what most companies still do:
- Run a trade show booth
- Get a list of names
- Cold-call and email people who don’t know who they are
That’s a lot of effort to chase strangers.
Now imagine this instead:
- A design engineer is researching options for forming Inconel
- They search online and find an article on your site explaining key design mistakes to avoid
- They read it, learn from it, and now they trust you know your stuff
- Then they ask for a quote
Same person. Same quote. But now, they came to you. And they already feel like you’re the expert.
That’s not magic. That’s what modern marketing looks like.
Real Examples of Marketing that Supports Sales
- A one-pager on how you test material before it ships
- A case study about helping a customer reduce scrap
- A FAQ page answering, “How do I know if this part is a good fit for your process?”
- A pricing explainer that says, “Well, it depends—and here’s what it depends on”
- A video tour of your facility that helps the rest of the buying committee feel confident in choosing you
This isn’t marketing fluff. This is stuff your sales team wishes they had to send every day.
You Don’t Need to Be a Marketing Pro. You Just Need to Start Helping.
Most buyers aren’t choosing the lowest price. They’re choosing the company that makes them feel confident in their decision.
If you can help your buyers:
- Understand the process
- Avoid mistakes
- Ask better questions
- Feel good about choosing you
Then you're already doing better marketing than most of your competitors.
You don’t need a fancy blog. You don’t need a marketing degree.
You just need to start sharing what you already know—with the people who are trying to decide whether or not to trust you.
That’s what we call a sales force multiplier.
Want to turn your website into a 24/7 sales assistant?
Schedule a discovery session with The Right Horse.
We help manufacturers turn shop floor expertise into simple, useful content that guides buyers—and drives revenue.
