Marketing Made Practical: How Small Manufacturers Can Compete Without a Big Budget
by Tracy Straub
If you’re a small or medium-sized manufacturer in West Virginia, chances are you wear a lot of hats. You’re managing production schedules, dealing with workforce challenges, and trying to keep up with customer orders while thinking, “Who has the time or budget for marketing?”
Here’s the good news: effective marketing doesn’t always require a big budget. While there’s value in polished campaigns, the real impact often comes from visibility, credibility, and relationships, three things West Virginia manufacturers already do exceptionally well.
Rethink What Marketing Really Means
When most people hear the word “marketing,” they picture commercials, billboards, or big social media budgets. But real marketing for manufacturers is simpler: it’s how people discover, understand, and remember your company.
If your customers know you for quality, reliability, or personal service, that’s marketing. If your employees wear branded shirts in the community, that’s marketing. Even the way your receptionist answers the phone contributes to your brand image.
In a small state like West Virginia, reputation travels fast. Marketing helps you amplify it.
Tell the Story Behind the Shop Floor
Maybe your company is family-owned and multi-generational. Maybe you’ve invested in automation or lean improvements. Or maybe your team includes people who’ve been with you for decades.
Those stories connect. They show customers, partners, and future employees who you are.
You don’t need a film crew to share them. A short video of a team member explaining their role, a quick photo from a safety meeting, or a behind-the-scenes look at a new product line. These small, consistent glimpses make your company more relatable and visible.
Share your videos on LinkedIn or Facebook, tag your partners, and feature them in your newsletter. Over time, these professional, authentic moments build trust and visibility.
And stay tuned… soon I’ll be sharing a blog with simple, practical tips for creating great videos and content that looks professional, tells your story, and delivers a message that matters.
Make Your Website Work Harder for You
Your website doesn’t have to win design awards, but it should work for you. Think of it like a piece of equipment that needs regular maintenance to stay efficient.
At minimum, make sure it includes:
Up-to-date contact information and a simple way for people to contact you
A clear description of what you make or do
The industries you serve
Photos of your products or facility
Links to certifications, awards, and partnerships (if relevant)
If possible, include a one-page capabilities sheet they can download. These small updates make your site look professional and make it easier for buyers to reach you.
Use Your Partnerships as Marketing Multipliers
West Virginia manufacturers are surrounded by organizations that can help amplify their visibility and share their success stories.
The WVU Industrial Extension, Marshall Advanced Manufacturing Center, West Virginia Manufacturers Association, West Virginia Division of Economic Development, your local economic development authority, and the West Virginia State Chamber of Commerce (along with your local chamber of commerce) are just a few of the many resources available to help manufacturers strengthen their visibility and share their stories.
These organizations have established audiences, credibility, and communication channels that can spotlight your company. Whether it’s a shared success story, a training highlight, or a feature in their newsletter, your involvement with them strengthens your reputation and increases your reach.
If your company has worked with any of these groups, offer a testimonial or a quote. Let them showcase your progress. Their visibility becomes your visibility.
In my next post, I’ll share more on how West Virginia manufacturers can use partnerships to amplify their marketing reach and reputation.
Keep It Consistent, Not Complicated
One of the biggest marketing mistakes small manufacturers make is thinking it has to be “all or nothing.” It doesn’t.
You don’t need to post every day or chase every new platform. You just need consistency. One post or update a week, even something simple like a project photo or an employee shout-out, keeps your company visible and active.
And reuse what you already have. A newsletter story can become a LinkedIn post. A photo from your team meeting can become a website update. Repurpose and recycle. It’s efficient and authentic.
Track What Works
Even without complex analytics, you can track your results.
Notice when you get more phone calls, website inquiries, or job applications after posting something. Ask new customers, “How did you hear about us?” and write it down.
If you want to go further, check your website traffic through Google Analytics or look at which posts get the most engagement on LinkedIn. Over time, patterns will emerge and that’s your data-driven marketing strategy in action.
Compete with Clarity and Character
Marketing isn’t about who spends the most money. It’s about who tells their story best.
West Virginia manufacturers have a built-in advantage: character, craftsmanship, and community pride. Those are powerful differentiators in a world that increasingly values authenticity and local roots.
Start small. Share one story. Post one update. Make one improvement to your website. Each step strengthens your visibility and builds momentum.
The truth is, you don’t need a big budget to compete. You just need clarity, consistency, and a story worth telling, and every small manufacturer in West Virginia already has one.
About the Author
Tracy Straub has more than 15 years of experience in the marketing and manufacturing industries. For the past decade, she has worked with small and medium-sized manufacturers across West Virginia through the WVU Industrial Extension and the Marshall Advanced Manufacturing Center.
Before that, she worked at an award-winning advertising agency in Huntington, West Virginia, where she helped businesses strengthen their brand presence and connect with their audiences in creative, measurable ways.
Tracy assists manufacturers with marketing strategy, communications, and storytelling. If your company needs support, reach out to Tracy at the WVU Industrial Extension, where the team helps West Virginia manufacturers strengthen operations, improve performance, and tell their stories.