E-commerce Client Acquisition for Niched Services | Rebecca Fowler from Industrial Maid

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Rebecca from Industrial Maid. How are you doing today, Rebecca?

Rebecca Fowler: I’m good. How are you?

Ernesto: I’m doing very great. Thank you so much for asking. Well, let’s kick it off. In your own words, tell us a little bit more about what Industrial Maid is all about.

Rebecca: Yeah, so we are on a mission to improve indoor air quality across industrial and commercial businesses. As people, we spend about 90% of our time indoors, and the EPA says that indoor air can contain 100% more particulates and dust matter than outdoor air. We’re trying to solve that problem for businesses. We provide baghouse filtration, which is a cost-effective and long-lasting air filtration solution for dust, odors, oil, and fumes. From a commercial perspective, we’re an American-made manufacturer of heavy-duty filtration with full-capacity filters and maximum efficiency.

Ernesto: Awesome. Great to hear that. For our listeners, what would you say is the key problem you solve for clients?

Rebecca: The key problem we solve is improving indoor air quality so employees can breathe clean air without inhaling dust, particulates, oils, or fumes that can harm their systems.

Ernesto: Okay. Is there a specific vertical segment or ideal ICP for you?

Rebecca: Yes, we mainly work with manufacturers like metal, plastics, and carbon fiber fabricators, as well as machine shops. Another segment we focus on is agriculture—things like farms and cannabis shops—where dust particulates are also an issue.

Ernesto: Great. How do clients usually find out about Industrial Maid? Is there a top client acquisition channel for you?

Rebecca: We actually have two. For the industrial segment, we have a distribution channel with field experts across the country. They work on larger-scale projects, offering layouts and expertise for big shops. For the commercial side, we focus on e-commerce and an inbound approach, utilizing Shopify. This is more for smaller businesses like school shops or machine shops that only need one or two machines.

Ernesto: Great to hear that. For our listeners, they can visit you at industrialmaid.com. What role does the website play in client acquisition?

Rebecca: The website plays a crucial role. We use it to solve problems and educate users during their research phase. We provide content like spec sheets and industry-specific solutions to help users address their needs. It’s also a resource for our distributors, offering product specifics, training, and ongoing education.

Ernesto: Interesting. Are there any tools, tips, or methods you’d recommend for website lead generation?

Rebecca: Focus on problem-solving. At the core of marketing, we’re solving problems and helping customers. Content is huge—make it clear, easy to understand, and educational.

Ernesto: Great advice. Let’s switch gears and talk about you as a leader. What are some key tasks you focus on in your day-to-day work?

Rebecca: We operate lean, so I work in both sales and marketing capacities. On any given day, I’m helping customers find specific solutions via e-commerce, working with distributors on engineered-to-order products, researching marketing trends, and creating content like newsletters, blogs, and campaigns. I also collaborate with our engineering team to develop new products and address air quality solutions.

Ernesto: Sounds like a full plate. How do you stay up-to-date with marketing trends and strategies? Is there a preferred channel you use?

Rebecca: I automate a lot of it. I set up Google Alerts to pull in specific categories, and I’m experimenting with ChatGPT for research. I also use YouTube to learn from industry experts.

Ernesto: That’s awesome. Let’s move into our rapid-fire question round. Are you ready?

Rebecca: Sure.

Ernesto: First, what’s the last book you read?

Rebecca: I recently read The Goal by Eliyahu Goldratt, which focuses on business operations and manufacturing. For fun, I read the Throne of Glass series by Sarah J. Maas.

Ernesto: Great reads. If there were no boundaries in technology, what’s one thing you’d want to fix in your role as a marketer today?

Rebecca: SEO. Google has so many platforms—Console, Adwords, Merchant Center—and SEO feels like a moving target. Simplifying or automating it would be amazing.

Ernesto: If you could automate one repetitive task, what would it be?

Rebecca: Managing a CRM and identifying when individuals need help. Automation can improve this while still maintaining a balance of personal relationships with customers.

Ernesto: Lastly, what advice would you give yourself if you were restarting your marketing journey?

Rebecca: Don’t focus on a one-size-fits-all approach. Experiment with different avenues, conduct A/B testing, and adapt as you go. It’s better to try new things than to wait for perfection.

Ernesto: Excellent advice. Before we end, if someone forgets everything from this interview, what’s one thing they should remember about Industrial Maid?

Rebecca: We’re here to help. Improving air quality is essential, and we’re committed to providing solutions and education to start making a difference.

Ernesto: Well said. For our listeners, visit industrialmaid.com—breathe easy with quality U.S.-built products backed by engineering support and exceptional customer service. Rebecca, thank you for joining us today. To our listeners, thank you for tuning in. I’m looking forward to our next episode of Pathmonk Presents. Thanks a lot, Rebecca.

Rebecca: Thank you!