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Must-Haves Of A Marketing Strategy For The Steel Industry

Must-Haves Of A Marketing Strategy For The Steel Industry
Written by publishing team

The availability of raw materials is a cornerstone of the American industrial sector, and obviously vital to its growth. Steel is still one of the most important products acquired by buyers. Here are some of the basic marketing strategies you must have to grow your steel business and take advantage of a larger market share.

The most essential digital marketing strategies for 2022

Understand the customers you are trying to reach

Digital marketing ensures that you stay in touch with customers and continue to be seen by new potential customers – and more manufacturers are investing in its technologies. This is because the new age of B2B buyers are tech-savvy millennials and they search for your services online before contacting you. Studies show that:

  • 74% chose the seller who was the first to add value and insight into their problems
  • 67% rely more on content and search now than they did a year ago
  • 80% expect the same buying experience as B2C customers

Reports appear That manufacturers can no longer avoid the reach and effectiveness of digital marketing and have modified their approach from old tactics such as print advertising to generate new customers using website And digital advertising.

Delivering the content online buyers need

With buyers searching for your services online, your website is a great foundation for your growth efforts. They simply can’t find you if you don’t have one. [See exactly who’s searching for you with a free Custom In-Market Buyer Report]

Today, 47% of consumers expect a webpage to load in 2 seconds or less, and 33% of people abandon a website that takes more than 4 seconds to load. If the mobile version of your website doesn’t have the same functionality and control as the desktop version, visitors are likely to get frustrated with the poor user experience and turn to a competitor.

Buyers like to seek advice in your industry and educate themselves before contacting you. Present yourself as a trusted leader by publishing free resources, guides, and case studies that address common challenges for buyers.

Infra-Metals displays all of its material specifications arranged in a catalog format. This helps engineers and buyers see exactly what Infra-Metals contain and how their materials can fit the requirements of their projects. It simply makes the client’s work easier, which is key to gaining new business.

Online Infra-Metals Product Catalog Marketing Strategy for Steel Site Example

In addition to updating your website’s mobile functionality and content pages, prioritize key components to encourage website conversions. This means including easy solutions on your website for potential clients and customers to contact you or provide their information. For example, the Contact Us page provides more than one option for website visitors to contact you, such as a click-to-call button, RFQ forms, email address, and CTAs for 24/7 service. Make sure these are visible at all times.

Continental Steel’s Contact Us page has been created in order to generate leads. Note that website visitors have several options for contacting Continental Steel based on their needs – a basic form, emergency quote request, future project quote request, etc.

See more examples:

Continental Steel And Tube Marketing Strategy For Steel Site Example

Regularly track existing lead generation efforts

Before making any changes, it is important that you see the performance of your current marketing efforts (if any). For most manufacturers, that might mean drilling In your reporting tools like Google Analytics and look at them The main components of a website Like:

  • keyword performance
  • Enhanced photos
  • Page titles and descriptions
  • call buttons
  • Mobile page speed

If you’re not sure how to analyze your website’s efforts, that’s okay! It may be necessary to turn to industry experts to fully assess your website content, SEO visits, mobile compatibility, etc., and understand what all these details mean. All of these reports are important so you can know where to allocate your resources, make informed business decisions, and prove your return on investment.

Thomas Free digital health check up You can review your steel fabrication website and show a detailed comparison of your website against the competitors.

Get my free review

“Thomas saw our blind spots we didn’t know existed and provided them with data and technology to help us boost our sales and marketing efforts,” said Brad Goodwin, CEO of E2Global. “Thomas is truly E2Global’s Digital Marketing Transformation Partner and engages my in-house team to do even better. You don’t find many companies like Thomas take full responsibility for the full growth of your efforts.”

Steel industry digital marketing strategy and health advertising plan review

Online Guides to Promote Your Business in the Steel Industry

To take your website efforts even further, a digital advertising strategy can promote your steel business to the exact audience you want to engage with. In some cases, you can advertise your business for free with minimal effort. Enter your company information into online directories such as:

Take the time to make sure your company name, address, and phone number are consistent on all platforms. This ensures that you bring traffic to your website, potential customers and clients can find you, and your brand remains professional. Relevant content along with digital strategies like SEO will help drive quality traffic from search engines to your website, and add location-based keywords to related pages like “New York Steel Fabrication Services” or “Manufacturer” for New England Steel & Custom Metals” will help attract buyers looking for you in your area.

“Thomasnet.com California Heating Equipment (CHE) brought in more than $5 million in business and opportunities with major aerospace manufacturers. We are currently working with two major aerospace companies on over $3.6 million in manufacturing, a direct result of the announcement On the Thomas website, we currently attribute the 200% increase in CHE sales to the online marketing program we developed with Thomasnet.com.”

Your work list

Learn more: How to market online to buyers in the defense industry

Include many manufacturers Paid ads Strategies like display ads and promoted content to amplify its reach, raise awareness of its steely services, and drive traffic to its website. Managing paid advertising campaigns on search platforms can be costly if you are new to it. There are many filters and factors to consider such as the timing of your ads and the job titles you are trying to reach.

Thomas makes it easy to advertise to the buyers you want to do business with. Our platform is home to more than 1.2 million B2B professionals providing industrial products and services. Steel industry manufacturers have the opportunity to announce a new service in our email newsletter (read by over 300,000 B2B buyers and MROs!) or show how proud your family owned business is with video ads.


➡️ Thomas Fact: Resellers who advertise with videos (like the video below) on a company profile on Thomasnet.com get 32% more engagement and requests for quotes – and some see increases of up to 70%. You can get a free produced video (such as the video below) with the purchase of advertising software.

Get started with video ads


In the Email newsletter The example below, Uber Freight selects the audience (eg, agriculture, construction, etc.) who would like to promote their discounted services. Advertising drives qualified visitors to their website to submit the form and convert it into a potential customer!

Promoted Content - Marketing Strategy for Steel IndustryGenerate leads with a digital marketing strategy

Is your marketing strategy tailored to meet buyers’ needs? Today’s business and consumer landscape is changing to become more digital every day. There are many components to a complete digital marketing strategy for steel industry manufacturers but you can start with some website updates. Studies show that 30% of consumers wouldn’t even consider a business if they didn’t have a website, so your website should be the foundation of your growth efforts. Our free e-book The Ultimate Guide to Digital Marketing for Manufacturers will outline all the steps you need to grow your company into 2022 and beyond.

If you have questions along the way, call us Learn how Thomas’ online solutions increase your reach to audiences searching for your steel services and allow your team to generate new customers, sell new business, and attract new customers. We’ve been connecting B2B buyers with suppliers for over 122 years and can run a free digital health check on your website to show you exactly what you need to reach your growth goals.

“Partnering with Thomas allowed us to develop client relationships that kept us stable as the economy grew. We were able to create an entirely new company for our business thanks to Thomas,” said Ken Carlton, Vice President of Corrugated Metals.

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