MCP077: How Digital Marketing That Fuels Growth in Manufacturing w/Dan Smink

I’m excited to bring you another episode of the #MeetCoolPeople Podcast. This time, I sat down with Dan Smink, founder of Refract ROI, who has spent over sixteen years in digital marketing, focused on helping manufacturing companies build sustainable, scalable sales pipelines.

I’ve had the privilege of knowing Dan first as a client, then as a friend, and now as an expert I genuinely trust to break down the “money side” of marketing. Dan’s story is a great peek into what it takes to switch from high-pressure, unpredictable project work to the stability of a subscription-based, digital service model. He’s also passionate about using modern marketing approaches to level the playing field for small and mid-size businesses… especially in industries like manufacturing.

Key Takeaways:

• Why Subscription Models Matter: Dan revealed why moving from one-off projects to monthly recurring services changed his business—and how this switch can help any company stabilize cash flow, improve scalability, and boost its overall value.
• The Power of Data-Driven Marketing: We talked about how digital marketing empowers even small businesses to compete with the big players (think: outranking Amazon and Home Depot on Google for niche terms!), all because digital gives you access to data print ads never could.
• Niche Down for Bigger Results: Dan explained how focusing on manufacturers lets him use his background and create real impact. Serving a less competitive industry means smaller businesses can see outsized gains from even small marketing investments.
• Understanding the Buying vs. Research Terms: Dan broke down the difference between “buying” and “research” search queries and how choosing the right ad keywords makes every marketing dollar go farther.
• Community Impact Through Manufacturing: Dan has a real heart for helping manufacturers, since every manufacturing job supports multiple other local businesses—meaning his work helps entire communities thrive.

If you’re thinking about diving into digital advertising or want to understand what it takes to grow your lead flow sustainably, you’ll get a ton from this episode.

🔗 Be sure to connect with Dan at: dan.smink@refractroi.com

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