Industrial Marketing Technical Content Essentials
Marketing to technical professionals in the manufacturing industry is deeper than branding. Industry professionals are skeptical, analytical, and experts in their fields. Quick, catchy headlines and superlatives don’t mean a thing if you can’t back up your claims with relevant proof or data – quickly. Because purchase decisions are often large and long term, buyers need a variety of compelling and up-to-date content that addresses their exact pain points.
Industrial Video Marketing
Video marketing has become essential for most industries to acquire and even retain current customers. Videos tell a story that often cannot be told as well through text or static images alone. Also, videos can be powerful when there is no chance to tell your story face to face with a client or prospect.
Branding for B2B industrial is much more complex for Consumer B2B or B2C marketing. Industrial brands must promote many more factors regarding the manufacturer/vendor as much as the product it produces. See the characteristics your buyers consider important.
Challenges of Manufacturing Marketing
COVID-19 and new Millennial customer/decision makers are creating challenges for industrial marketing that will require new approaches, particularly online Here are some of the issues and solutions.
A manufacturer's website should include the following information:
Products and services, including pictures and videos
Brief company history, mission, vision, and differentiators
Team and contact information
Contact form with accessible email, phone number, and mailing address
Relevant news and articles
Social Media Checklist
Understanding the various social media channels is important. Start with:
Identify the social media objective
Conduct a social media audit and analysis
Develop and refine your social brand
Select the social media channels you should utilize
Focus on content creation and curation
Manage your social media community, posting relevant content consistently
Review performance often, making changes when necessary
Marketing is a key function of all manufacturing organizations. It connects manufacturers, wholesalers, distributors, and customers to your product.
Remember, most start the purchasing process in a similar way - through an online search.