Marketing agency serving Nottingham Marketing for Nottingham businesses

Making things is the East Midlands’ advantage

Manufacturing, joinery and the skilled trades run deep across the county, and they are exactly the businesses that suffer most from bad marketing. Craft is invisible in a photograph of the finished item. It only shows in the making.

Phillips Joinery

Phillips make furniture and joinery to order. In our first month together their Facebook following went from 341 to 4,914, which sounds like a vanity number until you understand what produced it.

We stopped photographing finished kitchens and started filming the workshop. The jointing, the machining, the hand finishing. People will watch a man cut a dovetail for ninety seconds and will scroll past a perfect kitchen in half of one.

What we would look at for a Nottingham business

Whether the making is being shown at all. Most manufacturers and joiners have a website full of end results and nothing that explains why theirs costs more than the imported version, which is the only question the customer is actually asking.

Then search, because these are specific products people look up by name, and follow up, because a made to order quote that nobody chases is a quote that quietly expires.

The free audit costs nothing and will say which of the three is losing you the most.

Marketing across the East Midlands

Nottingham, Derby and Leicester behave as one market for most business to business suppliers and as three separate ones for anybody selling locally. Which of the two you are decides everything else about the plan.

A joiner or fitter working a thirty mile radius needs local search, reviews and a fast reply. A manufacturer selling nationally from a Nottingham unit needs product pages, trade content and search coverage for the processes buyers look up. Building the second like the first is why so many East Midlands manufacturers have a website reading like a local services listing.

Content marketing for a business that makes things

Content marketing has a poor name in manufacturing, mostly because it usually means blog posts nobody asked for. Done properly here it is narrower and far more useful: showing the process, explaining the specification in language a buyer understands, and answering the questions that come up in every quote conversation.

Those questions are the content plan. Lead times, tolerances, materials, what happens when something does not fit, why yours costs more than the imported version. Answer them and you have the sales collateral and the search coverage out of the same work.

Search for made to order products

The searches that matter here are specific and low volume: a process, a material, a product type paired with a use. They convert far better than the head terms and almost nobody writes for them, because they look too small to bother with on a keyword report.

That is the opening. Twenty pages each bringing a handful of the right visitors every month beats one page chasing a term you were never going to win.

Start with the audit

Bring the website and the product you want more orders for. The audit covers what your buyers actually search, what your site says about the making, and what happens to a quote after it is sent. No cost and no obligation.