How can Industrial Marketing Benefit from Digital Marketing

Many businesses that are dedicated to selling services or products for the industrial market have told us that they don't believe that Inbound Marketing can work for them. They think their industry is too boring to generate interesting content. They also think that people look for interesting contents based only on the industry's own slang.

Contrary to what they think, there is a great opportunity to carry out a successful Inbound Marketing strategy for all companies that want to do industrial marketing.

Here are some reasons why they may benefit from this kind of marketing:

• Little competition on this area means positioning your brand faster
• Industrial buyers are always looking for new suppliers...that's what they do, isn't it?
• It's the best way to show the quality with which a company makes its products and processes
• You can build trust, authority and familiarity within your industry

There is no boring industry when your solution is what a customer is looking for.

1. Little competition. Since everyone in the industry thinks they are boring, few are sharing information about their brand, their products and about how they do things. Thanks to this, there is a huge opportunity to easily position any industrial content. Think about it... when we buy any kind of product or service, we want to know it all about it. The more specialized and complicated a product is, the research that we are willing to do is much more extensive than that of buying a product by impulse, to mention the opposites. There is a huge amount of information that an industrial process can generate. Tons of content that goes from how things are done, how it's all produced, to how it's stored. The quality system that you use to get there... it's time you show off all about your quality standards, ISO certifications, the implementation of systems such as TPM, JIT etc.
2. Industrial buyers are always looking to find new suppliers: Where do you think they are looking? In the yellow pages? Of course not. They do it on the Internet. Other clients have told us, "well our clients do search but when they arrive at our website, we don't know what to tell them. They are experts and they know how to buy". If this were true, we would be assuming that every buyer is an expert and knows all the processes and procedures with which we manufacture something. We assume that the client knows the same or more than the entire fleet of engineers in your production plant. They know all about the costs and the ways to optimize them, and they know everything about trading and product margins. Of course, this assumption is not entirely true. Yes, you'll find buyers who are more experienced than others, but you can always teach them about what you do and let them learn something new. After all, nobody knows your business better than you.
3. By telling how things are done in your business, you demonstrate the processes of quality that your company undertakes, the way in which you attend to customers and above all, your philosophy. Even though industrial purchases are often based on technical, quality and financial issues, we still haven't reached the point at which one machine buys from another machine. People buy from the people with whom we feel there's an affinity with. This affinity is not only based on us providing materials with the specifications, processes, studies and certificates of quality and financial strength. people like to feel that affinity with the company's culture and way of working as well. A customer doesn't just want a product, he wants a business partner to support him and solve any problem that he might face, since there are always adjustments that need to be done in every industrial project. People will buy from those who adapt and solve these needed adjustments in the best way possible, with the best quality, cost and time.
4. You generate authority, trust and familiarity since you will dictate trends on how things are done. For example, sharing with the world:
1. Reasons why you don't carry out a process that could harm the environment even if it could be a profitable one
2. How did you implement a quality system
3. Why your structure is arranged this or that way in order to achieve speed, service or quality
4. Your quality metrics (time to show off!): "We have zero inventories", "Everything is handles Just in Time JIT" or "We extended our footprint to another plant in this or that geographical area"

All of this proves the solidity, seriousness and quality with which you work.

Wrapping things up

Remember that when someone wants to buy a product as sophisticated and complicated as the one that you offer, this person will want to get the most is detailed information about it in order to better evaluate your product to finally consider it as a real option. They want a an option whose product sticks to the the specifications, quality and costs required for the project of their industry. That's why the best way to do achieve this client-information process is with Industrial Inbound Marketing.