The industrial industry is competitive. If you want to stand out you need to know how to market yourself. But, if you’ve never done any form of industrial marketing before, you might not know what it takes to succeed.
If you are in this position, you’ll be happy to know there are some simple strategies you can use, to help you get results with industrial marketing.
In fact, if you keep reading, you’ll learn some of the key things you need to keep in mind when it comes to winning with industrial marketing.
Think About the Individuals You Are Trying to Reach
No matter what industry you are in, your marketing will not work if you do not know who you are trying to reach. You need to identify who you want your marketing to persuade. If you do not do this, your marketing efforts will fall flat and fail to generate a return on investment (ROI).
The easiest way to define your ideal customer is by creating something known as a Buyer Persona. This is like a personification of your target customer you are trying to reach with your marketing.
You then use the information in your Buyer Persona, to create marketing campaigns that will resonate with the people exposed to them.
Learn How to Create Helpful Content
Once you know who you are trying to reach with your marketing, you then need to create marketing campaigns that will reach such individuals.
One of the best ways to do this is by creating content.
Focus on creating content that will educate your target audience. You can then run paid ads to this content (something we’ll look at later) or you can post it on your blog.
For instance, suppose you have released a new kind of magnetic brake. You need to develop content that educates people on the benefits of using such a brake.
When creating content, it helps to think about the Buyer’s Journey. The Buyer’s Journey dictates people go on a journey before they invest money in a business like yours. You need to identify what this journey looks like for your ideal clients.
Think about what causes them to even think about hiring a company like yours. How do people get to the point where they think they need help from a company like yours? Why should people choose your company, and not a competitor company?
It is important you use all these different approaches when creating content. In doing so, you can increase the number of people you will be able to reach with your marketing.
If you need some help working out the topics you should cover with your content, look at competitor content. See what topics they are covering with their content. You then need to consider how you can create something better than their content.
Running Paid Ads to Market Your Company
Aside from creating content, you can also use paid ads to market your industrial company. If you are going to run paid ad campaigns, there are many platforms you can choose from.
One such platform is LinkedIn.
LinkedIn is a large social B2B platform and there is a good chance your target market in on there. You can use the LinkedIn Ads product to market to people who represent your ideal customer.
You might want to think about using an ad product known as ‘Sponsored Content Ads.’
These ads will allow you to market yourself within the news feeds of your ideal client. This form of inbound marketing works well because it is not very invasive.
The people who reach out to you will want to talk to you because they are intrigued by your marketing. This makes it easier to arrange meetings when you are talking over the phone.
If you are going to run paid ads, make sure your target is precise.
You can use your Buyer Persona to ensure your ads are shown to the right people. If you find that nobody is clicking on your ads, it may be due to your ads not being targeting properly. If they are shown to people who do not care for them, people will feel as though they have no reason to click your ads.
When running ads, you can promote your content. As mentioned, it is a good idea to promote content that educates your target audience. You might also want to think about promoting a case study that details results you’ve achieved for a past client.
Keep on Testing
There’s a good chance your marketing will not work the first time around. This is to be expected. Marketing is hard to get right, and it is rare you will get things right the first time around.
You need to make sure you keep on testing and altering your approach until you begin to see some promising results. This goes for the kind of content you are creating as well as the kinds of ads you are running.
You need to ‘split test’ your ads so that you can find a style of ad that will generate a good ROI.
When running ad campaigns, make sure you keep your budgets small. If you ever experience positive results, think about slowly increasing your spend. This will help reduce the odds of you losing money on a campaign.
Industrial Marketing Expert?
Marketing a company in the industrial industry can seem a like an impossible task. But with the right approach, you can make things easier on yourself.
In this post, we’ve taken a look at some of the things you can do to get results when marketing an industrial company. You need to think about your ideal client. You also need to think about how you can create content that covers the various stages of the Buyer’s Journey.
If you want to achieve great results with your industrial marketing, you need to focus on testing. In doing so, you will reduce the amount of time it takes to find a winning strategy that will propel your company to new heights.
Want to learn more about how you can market a business? Check out our business resources to see some of our latest content!