How to Generate Leads in the Industrial Machinery Industry

Written by The Valve+Meter Team / September 15, 2021 / 3 Minute Read
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Unearth the secret to generating leads in the industrial machinery industry with this guide. Learn how to create a robust digital presence, optimize conversion rates, provide effective equipment demos, and utilize promotions. Get ready to transform your website visitors into leads, and leads into loyal customers.


Finding the leads necessary to grow your business can often feel like an uphill battle. Not only can it be challenging to reach your target customers, but once you do, you’ll be competing for their business with a number of other companies that are just as determined as you. 

Keep reading for some helpful tips on generating leads within the industrial machinery industry. The experts at Valve+Meter put together this blog post to help industrial companies just like yours dominate the digital space and find leads at a higher rate than ever before.

We Know Industrial Machinery Marketing

Valve+Meter has helped clients in the industrial machinery and equipment space scale their businesses and take them to the next level.

Industrial Machinery Agency

Create a Digital Presence 

If your industrial machinery company currently has a website, then you’re on the right track. However, just creating a website with a few pages simply isn’t enough. Your website must be optimized to gain traffic, and then convert that traffic into sales leads.

SEO (search engine optimization) and PPC (pay-per-click) are two of the most effective ways to get traffic to your website. SEO involves optimizing the content on your website around targeted keywords that your ideal customers are searching for. PPC, on the other hand, involves creating ads for your targeted keywords that appear in the search engine results. Utilizing both methods can lead to a significant increase in overall traffic to your website. 

Additionally, your business should engage in social media marketing. This practice involves creating profiles on popular social media platforms and actively posting on these platforms. Doing so will reach a wider audience and lead to better brand recognition and awareness, among other benefits.

“When Valve+Meter came into our company, they quickly realized that what we thought was marketing was really just chaos and wasted money. We are now quickly achieving much greater results with a lower spend. Engaging Valve+Meter is one of the best decisions I have ever made.”

Mike Kenney, President, Kenney Corporation

Conversion Rate Optimization

Getting more traffic to your website is great, but if they’re not taking the necessary steps in the customer journey after they’ve arrived at your website, they won’t end up becoming leads. Performing conversion rate optimization on your pages is a great way to help your potential customers take the next steps.

To perform conversion rate optimization, ask yourself what the steps in your customers’ specific journeys should look like. For example, after they’ve arrived at your website, do you want them to contact your business for more information about your products and services or sign up for emails to be alerted of new products and offers? Make sure to leave contact information for them to access.

Whatever the ideal customer journey looks like for your target customers, make sure that the next steps are very easy for them to access. Set up email sign-up sheets or contact forms on your landing pages to help turn your visitors into leads and customers.

Provide Equipment Demos

As someone in the industrial machinery industry, you know that the products in the industry can be very expensive. Customers can be wary of spending a significant amount of money with a company that they’ve never done business with before.

To help them through the process, provide your potential customers with equipment demonstrations. This will allow them to see how your products work, and if they’d be a good fit for the projects that they may have.

The more in-depth your equipment demonstration is, the more you’ll be able to help qualified leads make an informed decision about your industrial machinery products.

Utilize Offers and Promotions

Because of the high costs of industrial machinery equipment, many companies offer promotions that make their products a bit more affordable for customers. Promotions such as discounts or warranties can be the nudge that your visitors need to buy your equipment and products.

Contact Valve+Meter for Industrial Machinery Marketing Services

In a space as competitive as the industrial machinery industry, it’s important to stand out from the competition. Valve+Meter helps companies just like yours take advantage of digital marketing strategies that produce high-quality leads and build long-term relationships with customers. Contact us today to learn more about our marketing services or to request a free analysis.