Lead Generation for Fabrication Shops

Proven marketing solutions to grow your Fabrication / Welding / Erection company profitably

Our Mission

There are NOT enough good technicians, fabricators, and skilled tradesmen to handle the amount of work out there, so our mission at Phoenix marketing is to help great companies find better work so that they can make higher profits and focus on what they do best!

How We Get A 100:1 ROI For Our Fabrication Customers

What Forms of Marketing Work Best for Fabrication Shops?

While each fabrication shop and its customers are unique, there are several marketing funnels that consistently produce a solid ROI, regardless of the company’s size and target market:

  • Paid Google Ads: This enables potential customers who are searching on Google for the services you provide to find you, rather than your competitors. With the right management, Google Ads can be a powerful tool for attracting quality leads.
  • Email Marketing: This allows you to precisely target potential customers with specific job titles who work at companies fitting your ideal customer profile. By sending a slow sequence of carefully crafted emails that combine technical information with marketing content, you can establish trust and credibility with bigger, better customers.
Don’t believe it works? Take a look at our process, customers, and results below, and if you’re still skeptical, ask us to connect you with one of our customers and they’ll be happy to talk about the results we’ve gotten them. 

OUR 3-MONTH GUARANTEE

Our promise to our customers is that if you haven’t at least broken even by the end of month 3, you don’t pay us again until you do.

We put our money where our mouth is because we know the results that our system produces and we stand behind our claims. In the rare case that our results are not up to par, we don’t make excuses and ask for our customers to increase their ad spend or pay us more to improve what we built. In fact, we do exactly the opposite! We own the entire lead pipeline and failure is not an option, so if the process doesn’t produce the expected result, we fix it at our own expense.

We think of our customers as partners and we know that we’re only as successful as our customers are, so we are relentlessly focused on producing tangible results.

WHO WE ARE AND HOW WE PRODUCE RESULTS THAT NO ONE ELSE CAN

We are NOT your typical marketing agency. Check out this video to learn about our results-focused strategies and how we produce industry-leading ROIs that help our customers scale!

  • Advanced Targeting in Google Ads: Utilizing state-of-the-art targeting techniques, we ensure your ads reach the most relevant audience, increasing the likelihood of attracting leads who are actively seeking your specific services.
  • High Conversion Rate Landing Pages: We craft landing pages that are not just visually appealing but are optimized for conversion. Each page is designed with clear calls-to-action and content tailored specifically to engage and convert your target demographic.
  • Lead Vetting to Save You Time: Our rigorous lead vetting process ensures that only the most qualified leads are passed on to your sales team. This not only saves time but also increases the efficiency of your sales process by focusing efforts on leads that are more likely to convert.
  • CRM for Comprehensive Lead Tracking: We implement a custom CRM system that not only helps you organize and track your leads but also feeds back vital data to Google Ads. This integration allows for continuous refinement of your advertising strategies based on actual performance data, enhancing the overall effectiveness of your campaigns.

This strategic combination ensures that every element of your marketing campaign is synchronized to produce the best possible results, transforming potential leads into valuable customers

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SALES ADVICE TO MAXIMIZE THE VALUE OF YOUR LEADS

The effectiveness of your sales team, as measured by your conversion rate, is crucial to the ROI you will get from your lead generation initiatives. No matter how good your leads are, if you have a poor sales process, you’re throwing money down the drain. It’s not rocket science but it takes work and discipline to implement a repeatable sales process that effectively converts quality leads into new customers. If you want 50X+ returns on our lead generation services, check out the best practices below that we’ve learned over the years from our most successful customers.

  • Don’t Miss Calls: Missing a call from a prospect is a killer mistake. You miss the opportunity to speak with them when they are most interested in your service and, if you don’t answer, they’re going to call someone else who will. Then you’re wasting time calling them over and over until you can get a hold of them again. Decision makers in this industry are busy and aren’t the easiest people to get a hold of, especially if they don’t know you from Adam. Not to mention, many prospects call from a company line, so it’s sometimes impossible to get back in touch with the person who called.
  • Establish first Contact ASAP: When a prospect reaches out via form or email, aim to call the lead within 2 hours of their inquiry. This rapid response can set you apart from competitors and significantly increase your chances of securing the project. Don’t just email them! Call and build the personal relationship! I’ve seen so many customers get great leads and have a poor conversion rate because they won’t get on the phone with prospects. Build the relationship FIRST, then follow up by email to get drawings and project details.
  • Sell the Project BEFORE You Write A Proposal: Why would you spend your valuable time writing a proposal before know whether you have a decent shot at winning the project? Good Salespeople know that most projects are won on the phone after talking through scope and budget. If the customer has a Bugatti project and a Pinto budget, find that out in the first call and don’t waste your time bidding it! Otherwise, tell the prospect what your scope and ballpark cost is going to be, make sure they’re good with it, and then write them a proposal to seal the deal. This prevents you from wasting time on low value projects and keeps you from leaving money on the table because sometimes the prospect’s budget is bigger than you think…
  • Follow up Consistently: So many salespeople and business owners send 1-2 emails and then give up on a lead. Working with dozens of companies in the construction industry, we know how busy the decision makers are and how easy it is to miss an email or phone call or voicemail, especially from someone you don’t recognize. Multiple follow-ups through multiple channels is KEY! You’ve already spent the money to get that lead, so don’t let it die so easily….
    • In addition to lead vetting, we offer additional services to help your sales team follow up on stagnant leads, whether through automated email sequences or phone calls. If we can help support your sales team, just reach out and let’s talk!
  • Avoid Being Just Another Bid: Don’t waste resources competing as the third bid. Find out whether the prospect owns the project or their just bidding to win it. And find out whether they already have a preferred partner and whether you have any shot at actually winning the bid. Sell your value as a partner, not just a number on a bid list.
  • Prompt Answers Build Trust: Always respond quickly to client questions. Why? Because most people don’t! Responsiveness builds trust, which greatly increases your chances of winning the project. If you don’t have the answer immediately, communicate that you are on it and will get back to them soon. Customers appreciate good communication and sometimes they’ll go with a higher bidder because they know the project will go smoother.
  • Ask About Future Projects: Let the prospect know that you’d like the opportunity to be a long term partner. Don’t just settle for the initial job. Ask about their business and what other types of work they sub-contract and how often. Showing interest in long-term partnership can make you a preferred partner rather than just another bid.
  • Regular Follow-Ups: Maintain contact with new prospects regularly, even if you didn’t win their business initially. Checking in monthly or quarterly keeps your company top-of-mind and can lead to future opportunities when the need arises. Maybe they needed a short turnaround on the first project and you couldn’t hit the deadline. Tell them you can’t help with this one but you’d like to bid on the next one. Or maybe they didn’t have the budget on this one, so ask them to reach out before the next job and include your cost in their bid. Build the relationship and the work will come.
 

Implementing the sales strategies we’ve discussed in recent posts will drastically increase your conversion rate, making your sales team more efficient, and increasing your bottom line by helping you acquire more new customers for a lower cost.

OUR LEAD GEN PACKAGES

Our lead generation plans are designed for fabrication shops and engineering firms with an annual revenue in the range of $1M to $50M. Using our proven process and industry best practices, we typically achieve ROIs between 20:1 and 120:1. The services below help our customers get the maximum return on their investment, while also saving them time and allowing them to focus on the things they do best!

Services Standard Scale Package Targeted Scale Package Marketing Machine Package
Google Ads Setup & Management
Landing Page Optimization
Lead Screening
CRM Hosting
Email Marketing
Lead Follow-Up
CRM Management
Loop Marketing
Social Media
Starting at: $2,975 / mo $5,225 / mo $9,125 / mo

If you don’t have $2,975 / mo, check out our advice for small fabrication shops below. 

If you have the budget, investing it in our lead generation program will result in a much higher ROI than other marketing initiatives (SEO, website updates, social media…). And you don’t have to take our word for it. Our customers will tell you the same and if you give us 3 months, we’ll prove it!

*Additional fees apply for ad spend over $3k and certain markets that may require advanced lead vetting capabilities

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Case Studies

LIMITING BELIEFS THAT BOTTLENECK REVENUE GROWTH

Google only produces trashy leads and tire-kickers

When done right, Google Ads can produce leads that generate 30, 50, and even 100x ROIs. The key is pairing a deep understanding of Google’s algorithms with a practical understanding of the fabrication industry. No other marketing agency has people on staff that understand fabrication, welding, and erection terminology, and that’s one of the reasons our solution is so effective.

We’ve Tried Marketing and It Doesn’t Work

We’ve proven that paid google ads and email marketing have the highest ROIs for fabrication shops. And if you’ve tried those tools and they didn’t work, it’s because you didn’t do it the way we do it. Most fabrication shops hire an internal marketing person who then hires a marketing agency to handle their SEO and lead gen activities. The problem is that the internal marketing person is rarely a technical expert in every area of marketing and the hired marketing agencies do not understand the fabrication market or the customers they’re marketing to.

Word of Mouth is the only way to get new business

Word of mouth is great and should be part of any growth strategy, but it’s not scalable and it doesn’t allow you to target the exact type of work you want. It takes time to get referrals and you’re limited by the number of people you know and how good their connections are. It’s a great way to grow when you’re just starting out, but it’s not the solution that gets you from $2M to $20M.

why us?

​We speak your language

We are engineers with backgrounds in structural, civil, electrical, industrial automation, manufacturing, and construction, so we understand your business and your customers!

​We make your life easier

Because we understand your business, we operate independently to minimize your time spent on marketing efforts. Every lead we deliver to you has been vetted by our team, so that we aren’t wasting your time with leads that aren’t in your wheelhouse.

We are results-driven

We constantly measure and tweak our process to make sure that you’re getting value from our efforts. If we aren’t providing an ROI for you, we will fire ourselves.

Our Customers

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McMahan
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EZE Group
DSI Innovations LLC. 2024
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Common Marketing Mistakes Made By Fabrication Shops

  • We Can Do Anything! The most common mistake we see fabrication shops make is being too general about their services and capabilities. Statements like "We can handle just about anything" on a website do not inspire confidence. Instead, they suggest a lack of specific expertise, which is critical for gaining customer trust. The adage that "riches are in the niches" holds true in fabrication as well as in other fields. It's crucial to communicate that you excel in specific areas rather than taking on any work that comes your way.
  • A Better Website Will Get Me More Leads! A lot of owners believe that a fancier, edgier website will get them more leads from bigger customers. There is an hint of truth in that statement, but a better website only solves half the problem. The real challenge is how to get the RIGHT PEOPLE to go to the website and take the time to learn about your company.
  • Marketing Is A Waste of Money! Most business owners in this industry have had negative experiences with marketing firms who didn't understand their business and wasted their money, there is a common perception that marketing doesn't work. There are lots of marketing agencies out there who are very good at NOT getting results. We're not one of them...

Why Do fabrication Shops Need Marketing?

Capable fabricators are in short supply and market demand is higher than ever, so the problem is not just getting leads. Any agency can get you trashy leads and there are plenty of shops out there that are willing to chase low value work. In order to scale a fabrication business profitably, you must constantly raise the bar by adding new customers who value your capabilities and are willing to pay well for the value you deliver. This approach helps you gradually replace your bottom-tier customers, who may be better served by another shop, with top-tier clients. Over time, this strategy increases your revenue, maximizes your profit, and allows you to level-up your facility, equipment and capabilities.

Finding and acquiring new, better customers for fabrication shops requires a combination of technical know-how and practical industry knowledge. Our team of industry experts and marketing professionals are experts at getting you the right kind of leads through targeted marketing that makes our customers stand out in a competitive landscape and achieve remarkable growth. 

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Why Marketing for Fabrication Shops Is Unique

  • Marketing for fabrication shops requires a distinct approach due to the technical nature of the services provided and the high expectations of the target customers. At Phoenix Marketing, we understand that your customers care deeply about whether you have the specific capabilities they need, whether you have the capacity to handle their volume of work, and whether you can consistently deliver quality work in the timeframe they expect. Demonstrating this kind of credibility involves case studies, staff bios, customer testimonials, and photos showcasing your equipment and past projects.

    To effectively market a fabrication shop, it's crucial to articulate clearly what services you offer, how you stand out from competitors, what you excel at, the unique value you bring to a customer's business, and provide credible evidence to support your claims. This might seem straightforward, but merging the technical details of your services with a marketing strategy that includes the right message, aesthetics, and overall strategy is a complex task.

Marketing Advice for Small Fabrication Shops

  • For smaller fabrication shops, the first step in getting bigger, better customers is to create a website that establishes credibility. Most websites for small fabrication shops that I’ve seen look like they were developed in the 90s and do a very poor job of communicating anything other than a bland list of generic capabilities. That’s not going to inspire confidence. Fabrication shops need a modern, well-structured website that conveys your capabilities, uniques, staff, projects, testimonials… If you don’t have the budget for a website, a single landing page describing your services, your uniques, your history, and some cool pictures, can also work in the short term to help get you some solid leads.
  • Once you have a solid website, you can start driving traffic to the website and the most cost-effective means of doing that are email marketing and paid google ads.
  • If you don't have the budget for that, find every GC and manufacturing facility in your area and start knocking on doors. Take pictures of every project and start building a marketing budget, so that when you're ready to scale, you've got the credibility and the cash to do so.

Marketing Advice for Mid-sized Fabrication Shops

  • Mid-sized fabrication shops should be focused on replacing their lower-tier, less profitable customers with bigger, better customers in their main verticals. To do this, they need to demonstrate more credibility and be reaching their target customers via multiple channels. LinkedIn, email marketing, and targeted paid ads are some of the platforms and tools we use to increase awareness and credibility to win over new customers.
  • Identifying your dream 100 customers and employing email marketing is a great way to establish initial communication with target customers, especially when combined with direct LinkedIn outreach and even other social media channels. As we say at Phoenix Marketing, we want to be so close to target customers that we show up in their kid’s birthday photos. Maybe a little creepy, but you get the point.
  • Google ads is still important for mid-sized fabrication shops, but you have the luxury of focusing your keywords on only the specific work you want.
  • Mid-sized fabrication shops should also be sure that their website demonstrates the credibility needed to acquire larger customers. If your website makes you look small and unorganized, you might do everything else right and still lose the opportunity.

READY TO GET STARTED?

First, you’ll jump on a discovery call with one of our industry specialists to talk about your business, what areas you specialize in, who your target customers are, and how we can help you best.

If you line up with the type of customer that we can help, we’ll come up with a plan to get you in front of the prospects who have a current, consistent need your services (trust me, there’s a LOT of them).

From there, one of two things will happen:

  1. You’ll love the plan and decide to go implement it on your own.
    If that’s the case, we’ll wish you the best of luck and ask you keep in touch and let us know how you’re doing.
  2. You’ll love the plan and ask to become a client of ours so we can personally help you execute, maximize, and profit from it ASAP.

And if that’s the case, we’ll knock it out of the park together… that’s a promise.

Worst case, you have a short phone call with an industry expert who’s helped scale dozens of companies just like yours (who happens to speak your language and love all the things you love).

Best case, we work together to increase your sales and profit exponentially.

Remember: We are engineers and industry professionals! We don’t over-promise and make unsubstantiated claims that we can’t deliver. Our confidence is based on data and years of experimentation in finding out all the marketing tactics that do and don’t work for this industry. 

Let us do for your business what has worked for ours and so many others!

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Results-focused marketing, designed for technical products and services, done for you.
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Proven Sales Tips For Fabrication Shops!

If you want higher returns on your marketing and sales budget, implement these best practices that we’ve learned from our most successful customers.