made-in-usa

For manufacturers marketing to other manufacturers, “Made in the USA” is often a key message seen in print ads, websites and trade show signage.

In Part One and Part Two of this series, I covered how companies marketing products to consumers can capture “Made in the USA” searches. In this last installment, I wanted to see if industrial buyers were also specifically looking for machines, component parts and more that are made in the US.

The anecdotal evidence points to “yes,” but not in the way you think. In this piece, I cover the following:

  • Why the manufacturing buy cycle is still very much relational
  • Why search is part of the manufacturing buy cycle — but often not the start of the buyer’s journey
  • How to use “Made in USA” messaging to drive inquiries

You can find Part 3 of this series, Three ways B2B manufacturers can capitalize on ‘Made in the USA’ searches, at Search Engine Land.

Dianna Huff is the founder and president of Huff Industrial Marketing, a full service agency that tackles a host of marketing and communications challenges for manufacturing companies.

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