6 Tips for Launching an Effective Industrial Marketing Strategy
Launching a successful industrial marketing strategy presents some challenges that are not present in other industries.
In industrial markets, sales cycles can be very long, high-ticket processes. A lot rides on your relationships with your prospective accounts and customers. This is very much still an industry where a lot of business is done during golf outings, lunches, and handshakes.
But if you haven’t embraced digital industrial marketing strategies, you have probably noticed some of your competition pulling away from the pack.
See – smart, forward-thinking industrial marketers know that you can’t change the way that business has been done in these industries overnight.
Instead, they look for the best possible ways to blend traditional industrial marketing strategies with new-age digital types, to improve your effectiveness while providing better, newer experiences to your visitors.
In this post, we’ll cover my best tips for launching an effective industrial online marketing strategy from the digital part, and touch on how these digital strategies can complement more traditional marketing techniques.
1. Embrace a Multi-Channel Approach
Digital marketing and all the channels and systems that this encompasses is no more something that you may dabble in.
“Trying out digital” is something of days gone by. You either embrace digital advertising and all the nuances that include it, or you choose to stay on the exterior looking in.
Part of embracing an electronic strategy is embracing a multi-channel marketing strategy. Essentially, which means that your appearance to connect to your leads through multiple different paths.
These might include stations like phone, email, interpersonal media, search advertisements, etc. Everything comes together to make a multi-channel ecosystem that drives development.
For companies that remain doing most of their business upon the telephone and through hand-written emails, this expansion may seem daunting. Abruptly you are talking with customers in ten various ways when you are utilized to only talking with them through two.
The simple truth is, that sort of rapid expansion will be impossible without industrial marketing automation.
Automation is what we can ensure that all the diverse stations are connected and offer a consistent encounter to clients, delivering the information they would like to see if they want to view it.
2. Client Data Quality Precedes Success
Here’s finished . about industrial advertising – your marketing automation will still only be as effective as your data.
Your capability to speak right to customers depends on how well you understand them in the digital sense. You might know your visitors inside and out but if that doesn’t translate to accurate, usable data, you then are always likely to have trouble meaningfully developing your digital advertising operations.
Client and prospect data cleanup can be an important area of the puzzle. Ensuring all your names have appropriate capitalization, that email messages are valid, that telephone numbers are formatted properly are all important data standardization jobs that ready that data to be used in your marketing campaigns.
3. Continually Test and Optimize
The great thing about digital marketing is that it moves at lightspeed. If you have the budget to pay for traffic, you can quickly test ad copy, landing pages, email sequences, and messaging on the fly.
With each new data point, you grow that much closer to learning more about your audience and improving your return on marketing spend.
Continual testing and optimization is a big part of what we do here at RiseFuel.
We never assume that the original strategy we launch will be successful. Instead, we opt to learn from our efforts and use each campaign as a guide for the future of your industrial marketing strategy.
4. Create Valuable Resources for Your Customers
We are big believers in the inbound marketing methodology. Inbound marketing focuses on attracting potential customers by creating and publishing resources that they will find valuable.
Those could come in the form of industry insights, buyer’s guides, or content that answers their most burning desires and questions.
When we work with those in the industrial sector, we always put a lot of focus on creating valuable resources that will attract website visitors and generate leads.
We blend this focus on content marketing with rock-solid SEO, paid advertising, and sales enablement practices to ensure that our clients have a well-rounded approach that focuses on being a value-add to the lives of their customers.
5. Merge Traditional Ads & Networking with Digital
Part of the sales enablement process is ensuring that your marketing and sales approaches are aligned and functioning together toward common goals. To do that, you’ll need to align those two teams, as well as your traditional and digital marketing efforts.
For instance, if trade shows play a key role in your marketing strategies, you might call prospects that you met at trade shows a few days after the show ends.
But what you could be doing is enrolling those prospects into an automated email sequence that drips new information to them over the course of weeks. By the time your sales team picks up the phone, they are already ready to buy.
The value of this pairing really can’t be understated. You still have the personal satisfy and greet that drives house the real-world connection.
But then you put in a new stage that really helps to educate your leads about your company, sector, and item before you ever visit the telephone with them.
Then, your sales force could be armed with their own content to greatly help facilitate the sale.
6. Partner with Skilled Industrial Marketers
When you partner with a marketing agency, you don’t want simply anyone. You want a company that has a verifiable background in your industry.
They should be in a position to show you they have caused similar companies to provide stellar results.
You can find out about how we have already been in a position to help companies by taking a look at our marketing case studies.
Want to learn more about how we can help manufacturing and industrial companies to make the leap into digital marketing?