As seen in the June 2025 issue of Fastener Technology Magazine 

Economic uncertainty is nothing new in manufacturing, but the current mix—tariffs, shipping delays, rising costs, and general unpredictability—is enough to make even seasoned companies pause. Unfortunately, that pause often turns into paralysis. And when it comes to marketing, that can be a costly mistake.

I’ve seen it time and again: when things get shaky, manufacturers hit the brakes. They delay decisions, shelve projects, and wait for clarity. But here’s the hard truth—waiting is not a strategy. In fact, doing nothing might be the riskiest move of all.

In my own experience, conditions like these are not the time to retreat, but rather it’s a wonderful opportunity to lead. The companies that thrive through uncertainty are the ones that keep moving, even when the path ahead isn’t perfectly clear. In tough times, your customers are watching. They’re deciding who’s still showing up, who’s investing in relationships, and who’s thinking ahead. This is your moment to prove that your brand isn’t just words on a website—it’s a promise you deliver on, no matter the circumstances.

Visibility is Vital in a Downturn

Right now, your customers are paying attention—whether they’re actively buying or not. They’re watching to see which suppliers are staying active, staying in touch, and staying helpful. If your company goes silent, you risk falling off their radar completely. In contrast, those who continue showing up—through smart, consistent marketing—position themselves as stable, reliable, and ready to lead.

It’s not about “spending big”. It’s about being strategic and intentional with the time and tools you have. Even small moves can make a big impact if they’re done well. So what should you do?

4 Low-Risk, High-Impact Marketing Moves

If you’re not sure what to do, start here. These are practical actions any manufacturer can take to stay visible, build trust, and prepare for future opportunities:

  1. Update Your Website (Yes, Really)

A surprising number of manufacturers treat their website like a one-and-done project. They publish it—and never look at it again. But your website is often the first place a potential customer will form an opinion about your company. And if it feels outdated, vague, or incomplete, they may never even reach out.

I regularly talk to manufacturers who offer incredible capabilities—proprietary processes, niche expertise, custom services—but none of that is clearly communicated on their website. Often, the people working inside the business every day take these strengths for granted. They assume everyone already knows, or that it’s not worth highlighting. But that information is exactly what your prospects need to see to feel confident choosing you.

Take time to refresh your homepage messaging, update your capabilities list, and make sure your differentiators are easy to spot. What makes you special shouldn’t be buried—it should be front and center.

  1. Make the Most of What You Already Have

You don’t need to start from scratch to stay active. Repurposing existing content can keep your message alive without creating a drain on resources. Have a good case study? Break it into a LinkedIn post. Written a technical article or white paper? Pull a few highlights and turn them into a blog post or sales sheet.

This kind of content also gives your sales team something new to share—a perfect excuse to follow up with a contact or re-engage a dormant lead.

  1. Lean on Email

Email marketing doesn’t have to be fancy or frequent—it just needs to be consistent. A simple quarterly or monthly email update can go a long way in reminding your audience that you’re active, capable, and still solving problems.

Highlight a new capability. Share a recent win. Introduce a team member. It’s all about reinforcing your value and keeping your brand top of mind—so when someone is ready to buy, you’re the first call they make.

  1. Create One “Evergreen” Sales Tool

Pick one asset that your team can use again and again: a short explainer video, a product line flyer, a new company overview, or a digital brochure tailored to a specific market. The goal is to create something versatile and lasting—something that tells your story in a clear, compelling way.

This kind of asset is a great investment because it keeps paying dividends. You can use it on your website, in emails, at trade shows, and during sales calls—anywhere you need to quickly communicate who you are and what you do best.

Forward Motion Builds Confidence

The economy will always have ups and downs. But if your marketing stops every time things get shaky, you’ll always be playing catch-up. The manufacturers who pull ahead are the ones who keep their foot on the gas—planning, communicating, and staying present even when times are tough.

So if you’re feeling uncertain right now, that’s okay… just don’t let uncertainty lead to silence. Take action—however small—and stay visible. The worst thing you can do is nothing.

Jackie Bozart is on a mission to provide industrial manufacturers with practical, results-driven marketing. She has a unique 15-year background working in marketing roles with a variety of manufacturers, providing strategic marketing, branding and lead generation, which give her clients a strong advantage in their space.

Bozart is president & co-founder of Sell.Market.Win. LLC, a firm that provides industrial manufacturers access to high-caliber marketing talent (and the results that come with it) at a fraction of a full-time hire.