Marketing to the industrial market involves promoting products and services through online venues such as an optimized website, social media platforms, blog posts, email campaigns and possibly Sponsored Search, or PPC. These industries include manufacturing, product distributors, heavy machinery and building equipment. Here are a few key strategies to implement in a digital marketing program.Website Development:
Create a website that effectively promotes your industrial products and services in a professional and informative manner. Focus on user-friendliness and search engine optimization (SEO) to enhance online visibility and search rankings.
Search Engine Optimization (SEO):
Optimize your website and product pages with the keywords used to target your audience and generate high rankings in search engine results. Use relevant keywords, meta descriptions, and high-quality content to attract organic traffic.
Content Marketing:
Develop valuable content that educates and informs your target audience and customer base. This will include blog articles, whitepapers, case studies, and product guides. Repurpose this optimized content on your social media platforms and include backlinks to your website.
Pay-Per-Click Advertising:
Consider launching a Sponsored Search campaign on Google Ads, the ads being written with the keyword phrases to best reach your potential customers. This can be very effective for the keyword phrases you have low rankings with. Social media venues also offer advertising services to promote your business listings and posts.
Social Media Marketing:
Create and maintain a presence on social media platforms like Facebook, LinkedIn, Twitter, and industry-specific forums. Share industry news, product updates, images, and promote your social pages with emails to existing customers asking for reviews and likes.
Email Marketing:
Maintain a monthly newsletter campaign, creating an email list to send relevant content, product updates, industry news, events, and promotions to opted-in subscribers. Email blasts can be particularly effective for nurturing leads and staying in touch with past customers.
Online Directories and Forums:
List your company bio, contact information, and products and services on industry-specific online directories and industry forums where potential buyers search for manufacturer, suppliers and distributors.
Webinars and Online Events:
Participate in online industry related events to showcase your expertise in the market and connect with potential customers. Also, host webinars and invite contacts from your email campaign list, presenting new products and technical bulletins.
Video Marketing:
Create a YouTube channel (or similar) and develop product demonstration videos, tutorials, and other video content to promote the features and benefits of your products. A product video page on your website is effective at messaging as well.
Google Ads Remarketing:
Implement ad remarketing campaigns to target users who have previously visited your website but did not convert (make a purchase). Represent relevant ads to re-engage and generate conversions.
Customer Testimonials and Case Studies:
Your site visitors appreciate success stories and testimonials from customers you have provided services for. The case studies are more effective as they provide the opportunity to add a unique, individual page for each story, increasing your keyword content on the website as well as providing more detailed specs of the experience.
Live Chat:
Providing Live chat support on your website to assist visitors in real-time and capture leads can be very effective and user friendly allowing a site visitor to
Website & Social Traffic Analytics:
Tracking and analyzing the varying metrics of your search rankings, website traffic sources, website end user behavior, conversions, and social media activity is crucial to an effective digital marketing program. Routinely studying the data allows you the informed opportunity to refine your marketing efforts.
Online marketing for industrial products is essential for reaching a national business-to-business audience and generating quality leads. Tailor your SEO strategies to the unique needs and preferences of your target audience, and regularly assess and adjust your marketing focus to stay competitive in the market.