Sell to the procurement managers who sign the contracts
You don’t need brand awareness that evaporates — you need pipeline velocity. In a sector defined by long sales cycles, razor-thin margins and complex supply chains, your digital presence has one job: to make sure that when an engineer or procurement manager issues a tender, your name is on the shortlist.
We speak the language of manufacturing — from CapEx justification to OEE improvement — building data-driven strategies that turn your website into a 24/7 sales engineer, generating high-quality leads your sales team actually wants to close.
21:1
sales ROI for Grafton Group
150k+
LinkedIn impressions for TG Lynes
+43%
increase in cash sales
23%
more page views in month one
Core services, engineered for the industrial sector
01
Technical SEO & supply-chain visibility
Engineers and buyers search for spec sheets, compliance data and suppliers. We target high-intent technical keywords (e.g. ‘aerospace precision machining’, not just ‘manufacturing company’) so you’re visible to the supply chain.
02
PPC & Google Ads for procurement
Precision, not volume — we intercept buyers during the tender research phase, targeting specific job titles and industrial firms searching for immediate capacity, reducing cost-per-lead while increasing deal size.
03
LinkedIn & Account-Based Marketing
Manufacturing runs on relationships. We use LinkedIn Ads and ABM to put your brand directly in front of procurement managers and the buying committee at your specific target accounts.
04
Content marketing & industry insights
Technical whitepapers, case studies and articles that answer the questions your sales team fields daily — positioning you as the risk-free choice and nurturing leads through long sales cycles.
What our clients say
The team at Urban Element were great at bringing together many very different ideas on what the visual identity of the business should or could be, and uniting us around a global option that works well for our existing business and that will serve us well as we grow in the future.
Working with Urban Element over the past few months has been an absolute pleasure. From the initial scoping of the project to our brand new company site going live, they made the process simple and straightforward, providing support at every step. We really appreciated their attention to detail and creative approach as well as the invaluable SEO advice and implementation.
“I have worked with Urban Element on 2 website builds and PPC campaigns. Well organised, professional and a good balance of discussion vs recommendation. Not a pushy agency who always think they know best and trying to get more from you. Collaborative, supportive, understated and good value, most importantly delivering a sound ROI”
“Lovely people who really know their stuff. We worked with Urban Element to do a social media audit for us and then deliver training to our marketing team. They are very knowledgeable in the education sector and have really given us some valuable and actionable insights. They are also lovely to work with! We now consider them to be a key strategic partner and I recommend them wholeheartedly.”
Frequently asked questions
Why is digital marketing important for manufacturing companies?
The modern procurement process has shifted online — industry professionals now do around 70% of their research via search engines and digital channels before ever speaking to a sales rep. Without digital, you lose the tender before it’s even published.
How do you generate leads in such a competitive industry?
By ignoring generic audiences and focusing on key decision makers. Combining technical SEO with Account-Based Marketing and automation, we reach the specific individuals (e.g. Plant Managers) who control the budget.
Can social media marketing work for industrial businesses?
Yes — with the right platform. TikTok is irrelevant; LinkedIn is essential. We use LinkedIn to target specific job titles and industry events, building credibility with the people who sign contracts.
How do you handle long sales cycles?
We use email and content marketing to nurture leads attracted via SEO or PPC — feeding potential clients a steady stream of industry insights and technical data to keep your brand front-of-mind until the budget is approved.
Where do you operate?
We’re a proud Oxfordshire agency but our clients come from across the country and sometimes the continent. Wherever you’re based, if you’re a manufacturing brand seeking improved marketing ROI, we can help.