Marketing for industrial companies is a complex process that uses various online and offline tactics to attract leads, shorten sales cycles, and nurture business-to-business relationships.
Whether you are planning to outsource some or all of your B2B marketing to an industrial marketing agency or do it all in house, you’ll want to be sure your industrial marketing strategy includes all the right components.
Offline Marketing for Industrial Companies
Many traditional offline marketing strategies are as relevant as ever in the B2B world. Since relationship building is such an important factor in business-to-business marketing, you’ll want to support your sales team to the best of your ability. Ask your best salespeople what your marketing team can do to improve their impact at trade shows and other networking events, as well as during face-to-face sales. Case studies, white papers and videos are all great tools your sales team can use to showcase product value and build your company’s credibility.
Trade magazines are also an excellent place to market your industrial products and services offline. In addition to advertising, a good PR strategy is a must — getting featured in an industry journal is a great way to generate leads and to boost your company’s reputation.
Online Industrial Marketing
There are many ways you can leverage Internet marketing to maximize your marketing budget. Here are some of the most important things to consider:
- B2B Web Design — Your website is often the first impression a potential customer will have of your company. It’s important to have a site that represents your brand, and is clean and easy to navigate. You’ll also want to be sure your B2B website is set up to capture leads adequately. A good industrial marketing firm can help you with this.
- SEO (Search Engine Optimization) — Not even the best designed website will do much good if no one can find it. An SEO campaign is a long-term strategy to help bring traffic to your site organically, using keyword research, content and link earning. SEO is a must if you want to win or maintain your competitive edge online.
- PPC (Pay-Per-Click) Advertising — It’s a numbers game: Once you have your website lead generation strategy in place, the more qualified visitors to your site, the more sales you will generate. Pay-per-click ads are an effective way to drive traffic to your landing pages, and generate leads at will. Getting a PPC campaign to deliver outstanding ROI can be a tricky affair; if you are not happy with the results, consider hiring an experienced industrial marketing company to help.
- Social Media — Social platforms can be an effective way to showcase your brand and build sales relationships. LinkedIn is an excellent place to start. You may consider Twitter, Facebook or other platforms, depending on the products and services you offer.
- Email Marketing — B2B sales cycles can last weeks, months, or even years. That’s why it’s essential to put a lead nurturing system in place. Email marketing is a very cost-effective way to do this, and can be used alone or in conjunction with direct mail.