Since committing to buying US-made goods whenever possible in 2014, I’ve closely observed how companies build awareness and market their products. I find this fascinating! I follow brands on social media, read their background stories, watch their videos, and even analyze their packaging, which is an excellent tool to connect with customers before and after they buy.
In last month’s column, I discussed PPC and SEO methods to capture "Made in the USA" searches. This article, part of a three-part series, delves into raising awareness and boosting sales of US-made products through PR, link-building, content marketing, and social media engagement.
Public Relations (PR)
As a consumer seeking US-manufactured goods, I conduct thorough online research before making a purchase. First, it can be tricky to find US-made items in stores without knowing specific brands. Second, many US manufacturers sell directly to consumers to control costs and stay competitive. Companies can effectively reach consumers like me through traditional PR—articles in publications, blogs, etc.
A Vermont-based sock manufacturer, Darn Tough, makes all its socks domestically and sells them nationally. However, I discovered them only after reading a blog post on the Alliance for American Manufacturing (AAM) site, which learned of Darn Tough from a story in the Rutland Herald. That mention put Darn Tough on my radar, leading me to visit their website when I needed new socks.
A good PR strategy also involves identifying "Made in the USA" article opportunities compiled by publications or blogs. Identifying media outlets’ editorial calendars can help pitch for inclusion in such features. Additionally, explore blogs by industry associations or niche bloggers. While A-list bloggers offer great exposure, they tend to be harder to reach. Lesser-known bloggers may have smaller followings but can be influential and more responsive.
Tip: Getting coverage in major media outlets is great, but local and regional publications are a good starting point. Local media often feature smaller or family-owned businesses, especially those expanding or introducing next-generation owners. Share news that interests your local community to garner attention!
Link Building
One might assume many products, like electronics or clothing, aren’t made in the US anymore. However, you can still find many American-made items; it’s just a matter of knowing how to search. I often turn to compiled lists to discover hand-crafted US products. For instance, USA Love List features sponsored posts and campaigns to promote categories and states. I recently bought cleaning tools from the family-owned company Libman, thanks to such a post.
Also, seek directories aiming to be helpful, such as "Still Made in the USA." This site is a personal endeavor to guide consumers to US-made products. If targeting specific consumers, seek out niche bloggers and communities which might curate relevant directories.
Tip: To find niche directories, search for phrases like "lists of [item] made in the USA."
Content Marketing
As mentioned in last month’s column, it’s sometimes challenging to confirm if a product is genuinely US-made, which matters because the FTC requires a "Made in the USA" claim to mean "all or virtually all" US-made. Companies can assure consumers through storytelling, using video, photos, and text to show where and how products are made.
Jacob Bromwell, America’s oldest kitchenware manufacturer, effectively uses its website’s "Our Story" section, including videos, company history, and a photo tour of its facilities. Similarly, Sherrill Manufacturing tells its unique story. Being the only US flatware maker, it uses content to emphasize its US-made approach under its "Why Liberty?" section.
Tip: Make "Made in the USA" content easily accessible through an "About" or "Our Story" section, and optimize it for easy discovery.
Social Media
I discovered Authenticity 50, a California-based company producing US-sourced organic cotton sheets, via social media. This start-up caught my eye through a Los Angeles Times article shared on Twitter. When I attempted to purchase, they were out of stock but kept me updated via email and social media alerts. Their follow-up, informing me of available stock, impressively secured my purchase.
Tip: Engaging with consumers on social media still pays off significantly for companies, big or small. Always respond to consumer interactions, especially positive ones, to build rapport and encourage them to share your responses and talk positively about your brand.
Consumers aren’t the only ones seeking US-made goods. B2B companies also need to ensure their products claim US manufacture legally and meet FTC regulations. In Part 3 of this series, I’ll explore how these businesses can ensure potential buyers find them.
