As a manufacturing or other industrial company, you need to show potential clients your efficiency, production capacities, and logistical capabilities. In the past, you could use traditional channels like TV, radio, and newspapers to accomplish this.
But now that the Internet has become an integral part of our daily lives, those channels are no longer as effective as they used to be. Like companies in other sectors, you need to take advantage of the online opportunities available to you if you want to succeed.
The Internet has opened up a host of new marketing channels for both B2C and B2B companies, but the ones that will work best for yours depends on your business model and goals. But for any industrial company, you need to focus on the channels that not only introduce your company to viable prospects, but also generate interest and enable communication.
While your specific mix will depend on your specializations and marketing goals, these are some of the most effective industrial marketing channels to consider for your marketing program.
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What channels are best for marketing my industrial company?
Though there are many ways to market your industrial company online, we have found that these are the most effective.
1. Search engine optimization (SEO)
When B2B buyers want to research their options for manufacturing companies, where do they start? In most cases, the answer is a search engine like Google. And if you want to reach these buyers, your company needs to show up the results. Search engine optimization can accomplish this.
Your ranking in search results depends on how well your site’s content matches the search query. This means that even if someone is looking for exactly what you offer, they’ll never find you unless your site has specific pages and information about it.
Optimizing a site to rank well involves changes to copy and tags, as well as the addition of new original content. But as you continue to work on these elements over time, you’ll climb in search engine rankings, and generate more leads as a result.
2. Pay-per-per click (PPC) advertising
Organic search is one of the most effective ways to grow your business. After all, the people using search engines are actively looking for service providers at that very moment. However, they can also be effective channels for pay-per-click, or PPC, ads.
When you run PPC ads on platforms like Google Ads, you can target your ads to searchers based on the specific words and phrases they’re looking for. This means that even if you aren’t yet ranking in the organic results, you’ll have the ability to reach potential customers.
What’s more, you only pay when someone actually clicks on your ad. Instead of spending your budget on views that might motivate prospects to reach out, you can use it on people who are genuinely interested.
3. Social media
Many B2B companies look at social media as a nice option, but not a necessary one. But with the right strategy, these platforms can be effective tools for boosting brand awareness and customer engagement.
This is especially true for LinkedIn, since it caters to professionals and focuses on the kinds of issues your company can help them solve. A company page on LinkedIn gives your business another web presence, and it’s also the best place to find talented jobseekers.
Meanwhile, there’s a good chance many of your employees have profiles on the site. Every time they participate in discussions or post content, it’s another opportunity for people to learn about your company—including prospective customers.
4. Your company blog
Your customers need to be able to trust your knowledge of your industry and your ability to complete their projects well. One of the best channels for demonstrating your expertise is a regularly updated company blog.
By writing about issues or trends within the manufacturing industry, you can establish your company as a reputable source of information. Then, when one of your readers needs manufacturing services, they’ll know exactly who to contact.
A blog is a great start for any effective content marketing strategy. Plus, the increased web traffic—not to mention the possibility of readers sharing your blog—will do wonders for your brand visibility.
Although it’s one of the oldest online marketing channels, email is still one of the most effective for reaching buyers looking for a more personal form of communication. They don’t necessarily have time for face to face meetings, but they still want to hear about the things that interest them—not the things that might interest business owners like them. This is the type of customer that would respond well to email.
The great thing about email is its value in all stages of your marketing strategy. You can email hundreds of business owners at once while generating leads, or you can reach out to one prospect at a time to follow up on a conversion, answer questions, or even close a deal.
Thanks to personalization and automation tools, you can also reach out to your customer base with customized offers and messages quickly and easily.
6. Webinars and events
In the past, attending conferences and hosting seminars were effective methods for meeting and prospective clients. And while these can still be worthwhile, online alternatives make it possible to achieve the same results without ever leaving your office.
Current and potential customers have all kinds of questions, and your webinars should focus on your specific areas of expertise. This will help you differentiate your company and attract a more targeted audience.
You should also make these events as interactive as possible, with Q&A sessions and downloadable content. And after the live event, you can add it to your site as gated content to continue generating leads for months or years to come.
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Want to improve your industrial company’s marketing strategy?
To succeed in today’s marketplace, your company needs to have a strong online presence across a variety of channels. Utilizing methods like SEO, PPC, social media, content, and email will not only attract more prospects, but also generate greater brand awareness and credibility.
If you’re ready to improve your marketing strategy, WebFX can help. Contact us today to speak with a strategist about how our experienced team of Internet marketers can attract more clients and generate more revenue for your company with digital marketing.
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