As an industrial company, it can be challenging trying to market your capabilities. That is why a strong marketing strategy is key to your success in attracting leads, shortening sales cycles, and nurturing a strong business-to-business relationships.
Your strategy must be precise and carefully executed if your return on investment is going to stay within target whether your manufacturing company is trying to attract new leads or convert existing ones into paying customers.
Industrial Content Must Be More Customer-Centric
In the past decade, we have seen a huge paradigm shift taking place among many B2B manufacturers and service providers when it comes to their marketing strategies. Traditional marketing tactics have shifted away from print ads and cold calling in favor of a targeted online inbound approach.
Industrial content on websites of most industrial companies tends to be quite product-centric, in that it is reliant primarily on product specifications. Of course, it is important to have technically accurate and up-to-date product information on your website since engineers will evaluate your product or solution based on these specifications. However, product specifications alone are not enough to differentiate you from the competition.
Industrial Marketing Strategies
While there are countless marketing options available, we have found, through years of working with industrial companies, that some work better than others when it comes to generating revenue for your specific type of industry.
Start a Company Blog/Newsletter
Your extensive knowledge can serve your clients in ways you may not even realize. Your expertise and specialization make your insights valuable to prospective leads. Share news about your industry or give your perspective on topics that affect your customers or vendors. When you update your blog or newsletter regularly, you give readers a reason to keep coming back to your website and will keep you in the front of their mind when they are searching for products or services you provide.
Publish Evergreen Content
Evergreen content is SEO content that is continually relevant and stays “fresh” for readers. Oftentimes blog posts are time-sensitive and relate to current trends. Evergreen content, on the other hand, can remain useful for years to come.
When you research and write comprehensive articles on important topics, you can become an authoritative source for other bloggers, customers and industry professionals. If properly optimized for search engines, these pages can also rank well for keywords and phrases to your company.
Host Webinars and Other Events
Your marketing strategy should ultimately lead to potential clients. Traditional marketing would have required new sales pitches and networking with other businesses. However, the Internet has made it so that marketing can include hosting webinars to educate your audience or events where participants can share ideas and insights without trying to sell to each other.
Commit to a Consistent Brand Identity
Interacting with consumers through a consistent brand voice and aesthetic is a major step toward allowing consumers get to know and trust you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you and more likely to recommend you to their peers.
Learn more about our marketing
strategies for industrial businesses.
or call us (951) 200-4252
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