Author : Molokini
Industrial companies can feel like the odd one out when it comes to marketing themselves online. Though they provide essential resources, products and services to their clients, it might be fair to say that they do not always enjoy the same excitement generally seen from B2C companies in the digital sphere.
With this in mind, it's not surprising that so many companies in the industrial and manufacturing sectors might shy away from investing in web technology, social media, and digital marketing... but they shouldn't. Properly designed and marketed websites and digital campaigns can actually be an effective revenue generator for industrial brands as well.
Website Content for Industrial Brands
Everyone looks for information online, so if you think your customers are not you could be losing some real opportunities. Even the most niche niche product websites still get visitors that are looking for their specific products.
As with any business, if you're a thought-leader with a good reputation in your sector, it's because you have an audience that thinks your company and approach is unique in some way. If that applies to you and your industrial brand, then you have stuff worth sharing online.
Quality digital marketing relies on stories, and your ability to tell them well. This applies to all industries, even those who might not think they are traditionally that engaging and operate in highly-defined niche markets. If you can solve customer problems with your products or services, you have a story worth sharing.
Social Media for the Industrial Sectors
Social media is another essential part of the overall digital story that many B2B companies struggle with, but just because your industry may not have mass consumer appeal doesn't mean you should ignore. With the right amount of research into where your target audience is spending their time online you can develop a good idea or which platforms to be focusing on.
LinkedIn, for example, is ideal if you're looking to reach high-level decision makers whereas visual platforms like Instagram would appeal if you have an eye-catching image library that might capture the attention of your key demographic, but you have to get the balance right. If you're looking for a more cost effective way to get people to your website, targeted Facebook advertising is far more cost effective (averaging about .08p per click as opposed to Google AdWords £1-2 per click price tag), and actually yields higher results in our experience.
So however you plan to move forward with your marketing strategy, don't overlook the importance of your online presence. Think about your customers and how they might be using the internet on a day-to-day basis and turn up when and where they need you.
If you're ready to take the next steps towards developing an engaging online presence for your industrial or manufacturing company but are unsure where to start, feel free to get in touch with the highly-specialised professionals at Molokini Marketing for a free initial consultation.
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