How Google is the Ultimate 24/7 Trade Show for Manufacturers
For decades, word of mouth has been the backbone of the industrial and manufacturing industries. Many companies believe that if they do great work, referrals will naturally keep coming in—or that having a few big clients is enough to sustain their business long-term.
But the world has changed.
Today, when people need something—whether it’s CNC machining, custom metal fabrication, or industrial equipment—they don’t just ask a friend or call a colleague like they used to. They Google it.
In 2025, Google is the 24/7 trade show where potential customers are actively searching for exactly what you sell. The companies that show up first in search results are the ones getting the business—while those relying only on word of mouth are being left behind.
In this blog, we’ll break down:
Why word of mouth isn’t enough anymore
How Google works like a 24/7 trade show
Why depending on a few big clients is risky
How your website can bring in new leads just like referrals
Word of Mouth is Great—But It’s No Longer Enough
There’s nothing wrong with word of mouth. In fact, having real people advocate for your brand is one of the strongest endorsements your company can get.
But in 2025, the way people search for solutions has fundamentally changed.
A Generation Ago vs. Today
A generation ago:
If someone needed a new supplier, they would ask their barber, a friend, or a colleague in the industry.
Maybe they’d call up another business and ask who they used.
Business moved slower, and relationships were built over years of trust.
Today:
If someone needs a new supplier, they Google it.
They type in exactly what they’re looking for (e.g., “custom CNC machining in Cleveland”).
The top-ranking businesses on Google get the first clicks—and most of the business.
Under age 35? They’re not asking around—they’re searching.
If your company isn’t showing up on Google, you’re losing business to competitors who are.
Google is a 24/7 Trade Show—But You’re Not Competing with Everyone
Many manufacturers and industrial companies invest heavily in trade shows because it’s where potential customers gather to find new suppliers.
But here’s the thing:
At a trade show, buyers have to walk through every vendor selling the same thing as you.
Online, they only see you—if your website ranks first.
Example: The Screw Supplier at a Trade Show vs. Google
At a trade show:
A buyer walks the floor looking for screw suppliers.
They pass by 20 booths before they find yours.
They have to compare multiple vendors before making a decision.
On Google:
A buyer types “high-quality industrial screws in Toledo” into the search bar.
If your website ranks first, they click on you first—before seeing any competitors.
Instead of competing with 20 vendors, you’re the only option they see.
With SEO and a strong website, you don’t just attend a trade show for a few days—you show up 24/7 whenever someone searches for what you sell.
The Danger of Relying on Just One or Two Big Clients
Many industrial businesses survive on a few large clients. Maybe your CNC machine shop supplies parts to Modine Manufacturing (Tier 2), who then sells to Caterpillar (Tier 1).
That’s great—until it isn’t.
What happens if:
Caterpillar suddenly goes bankrupt or pulls out of a contract?
Modine starts using a different supplier instead of you?
A recession slows down demand, and your biggest customer reduces orders?
Your entire business collapses overnight—because there was no marketing system in place to bring in new clients.
This is where SEO and an optimized website protect your company. Even if you lose one or two big clients, your website is always:
Generating leads
Attracting new customers
Keeping a steady flow of inquiries
Instead of relying on a handful of big clients, your website helps you build a diverse customer base—so you’re never dependent on just one or two accounts.
Internet Leads Can Become Word of Mouth Referrals
Some businesses assume that SEO leads aren’t as strong as referrals.
But here’s the truth:
A website lead can turn into a lifelong client—just like a referral.
A satisfied customer from the internet will refer you to others—just like a word-of-mouth lead.
Instead of waiting for referrals to happen, SEO helps you attract leads proactively.
Example: A CNC Shop That Used SEO to Build a Client Base
A small CNC shop in Milwaukee started investing in SEO and content marketing.
Within 6 months, they ranked #1 for “custom precision machining in Milwaukee”.
A new client found them through Google, placed a small order, and was impressed with the quality.
That client referred them to three other businesses, leading to long-term contracts.
The only difference?
The first lead came from the internet, not a personal referral.
But the outcome was the same: Happy customers → More referrals → Business growth.
Final Thoughts: SEO Works Alongside Word of Mouth—Not Against It
Word of mouth is valuable, but it shouldn’t be your only strategy in 2025.
By investing in your website and SEO, you:
Show up when potential clients search for exactly what you offer.
Attract customers daily—without waiting for referrals.
Reduce reliance on one or two big clients that could disappear overnight.
Create an ongoing system for generating leads—just like a 24/7 trade show.
The best part? A website lead can turn into a word-of-mouth referral, creating a win-win system for long-term growth.
Your customers are already Googling what you sell—the only question is: Will they find you or your competitor first?
Email Lindsey to Talk Further
Need help making your website work for you 24/7? Email Lindsey today to discuss how Ausmer Marketing can help your industrial business rank higher on Google.