The Manufacturing Marketer LinkedIn is OUT, and Reddit is IN? w/ Lysa Goodman
Feb 5, 2026
Lysa Goodman, marketing manager at Sugino Corp who runs Reddit ad campaigns for industrial audiences. She explains why LinkedIn can miss shop-floor engineers. Reddit’s subreddit targeting and niche communities can reach passionate buyers. She discusses combining organic posts with paid ads, low-cost testing, and creative that sparks real conversation.
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Research First, Amplify Later
- Do research subreddits before advertising and engage authentically as a community member first.
- Test messaging organically then layer paid ads to amplify what resonates with real users.
Contextual Targeting Beats Firmographics
- Reddit targeting is contextual: subreddits matter more than firmographics for many manufacturing audiences.
- Authentic, value-first posts outperform overt promotional messaging on Reddit.
Organic Replies Turned Into Leads
- Lysa engaged organically and replied to recommendations; some people then visited the site and became leads.
- Those early organic interactions produced measurable CRM leads before any paid ads ran.