Welding and fabrication offer critical services to various businesses across diverse industries. With the right qualifications, you can go mobile with your welding and fabrication tools and business.
For instance, you can fix various issues on construction sites and in finishing metal-related projects.
Apart from the need to possess welding and fabrication skills and knowledge to operate your business, marketing is also important.
A successful marketing plan places you in front of engineers, construction companies, and repair shops, among other businesses that require your welding services.
If you specialize in offering a particular welding service, such as mobile or underwater welding, focus on your target market. This will help you identify the varied companies that require your welding services.
Other requirements for running a successful business include:
- A business name and registration of the same
- A welding trade certificate for legal operation
- A business license
- A business permit
With tough competition and large corporations on the same arena, small businesses and startups struggle to get a share of the same market.
Even so, small businesses are important economic players in America. Based on a 2011 report published on the Business Insider, the United States of America is home to over 28 million small businesses.
This translates to about 1,162 small firms for each big company. The small businesses employ almost 57% of the American private workforce and makeup 44% of the entire nation’s payroll.
Despite the importance of small businesses to the American economy, only 50% operate beyond their first five years.
It would help if you promoted your welding business online to help it grow and become successful.
Here’re ways you can adopt text or written content marketing to promote your fabrication business:
5 Content Marketing Techniques to Promote Your Small Welding Business
1. Differentiate your brand to stand out from the competition
Find out more information about related businesses in your local area.
Conduct research to determine the marketing activities and pricing of your competitors. With answers to all your questions, differentiate your brand to offer unique services.
For instance, if your location lacks mobile welding services to repair shops, set up a mobile business.
You’ll need a vehicle packed with generators, metal tables, welders, and other welding tools you’ll need to complete small jobs at your job sites. Include protective gear such as the best welding helmets with the right shade of the lens designed to protect your eyes from fire spikes.
Use special software to take notes about the particular job requirements of your customers. Let your clients understand the need to keep notes and avoid costly mistakes.
ArcWorks is a good example of software you may need for notes-taking.
2. Create messages or content for brochures
Write posts or content for your brochures to inform your potential clients about your welding services. Include photos of relevant services for visualization of your welding projects.
Add images of welding processes such as assembling and cutting you’ve done on previous fabrication projects and completed items.
Make sure your message includes information on your specialty in education, engineering, or mechanical skills, and the experience your business brings. This is a great way to convince your potential clients that you can handle the project at hand.
3. Utilize industry magazines and engage in industry events
Industry-specific magazines and events, offline and online, can promote your business in local and global markets.
Visit industry trade shows to network and interacts with insiders in the industry. A good example is the FABTECH trade show.
When networking with other welders and fabricators, find out the types or forms of marketing that work for their businesses. Target magazines specific to your industry to target peers and an audience interested in your service offerings.
Some magazines to consider include:
- Welding Design & Fabrication – ads start at $35 as of 2011.
- Fabricating & Metalworking
Although magazine readers may not hire you directly, they can act as a point of reference or referral to your business if they come across someone interested in similar services.
4. Make regular posts on social media
Choose the right social media channels to promote your welding and fabrication business.
Use Facebook when connecting with prospects and developing relationships; you’ll need to do this before you begin sharing posts on the social platform.
Twitter is handy when you need to share actual information about the content you’ve shared. Despite having a short life, posts made on Twitter are more instantaneous.
However, you must determine your target audience and marketing message to choose the right social media channel.
Create authentic, credible, and personalized social media content to share on your social media platforms. Tell great stories and share them with your potential clients.
Avoid using syndicated content that external agencies mass produces due to lack of personalized advice, perspective, or comment. This type of content is also available to people scanning various sites of your competitors.
5. Write long and short articles to publish on your business website or blog
With a business website, you can reach more potential customers. Create posts that highlight your welding and fabrication services on offer that differentiates you from your competition.
Some details to discuss include:
- A specialist tungsten inert gas welder is making part of your welding team.
- Particular fabrication experience, such as creating bridge infrastructure.
- Successful welding projects in your portfolio for clients to trust your ability to work on their jobs.
Optimize your website for search engines through SEO, create a blog to publish welding and fabrication posts, and request backlinks from relevant authoritative websites. This can increase traffic to your business website, hence more sales.
Educate your audience instead of pitching to win business.