For your industrial business to remain relevant and in demand, you must leverage the very best marketing strategies available. B2B marketing has evolved a lot over the years, often to the advantage of smaller companies. In the past, the big-name, well-known companies dominated the market because they possessed the capital necessary to expand their reach. These days, you don’t need an endless marketing budget to make a big impact.
Social media allows you to connect with existing and prospective clients, while podcasts and video blogs help you establish your company as a reliable authority in the industrial market. Of course, these are just a few of the latest B2B marketing trends that entrepreneurs are taking notice of, and Momentum understands the importance of evolving right along with the B2B industry.
1. Develop Branding
Branding is often thought of as the purview of B2C companies. These companies work hard to develop an image that really resonates with consumers, whether they’re touting plumbing services or providing the latest gadgets. Conversely, many B2B companies overlook branding efforts beyond the obvious development of a logo and design scheme for websites and apparels. A solid branding effort should delve deep into what’s important to your business and what it has to offer in terms of service. This is defined as your business’s purpose and defining a purpose can help you stand out against the competition.
2. Leverage Important Industry Influencers
The term “influencer” has really gained traction in recent years. Influencers exist in multiple industries and are those people who other entrepreneurs look to for guidance. Influencers also have an expansive audience, which you can leverage to get your company’s name on the map. Consider bringing on an influencer relevant to your industry to host a webinar or share a case study that is designed to engage and inform. You can also ask for a review of the products and services you offer, which is an organic way of increasing your reach. Influencers have a ready-built audience that is eager to be introduced to new concepts and services, which your business can conveniently provide.
3. Fulfill a Niche With a Podcast
While you might think that casting a wide net is the way to win business from clients, this isn’t always necessary. In fact, many B2B services find that fulfilling a niche market can be just as or even more successful when it comes to drumming up revenue. This is especially true within the industrial and manufacturing arena. As you know, this industry is specialized and specific and that is why you need a marketing partner that has industry-specific experience.
If you haven’t tried podcasts, you should. Niche podcasts offer numerous advantages. When creating your podcast, look for others in your industry who will serve as interesting guests for your audience. This serves two distinct purposes. First, your audience will value an insider perspective on subjects that hold their interest. Secondly, the guests that participate in your show will be more willing to utilize your services. In this case, focus your recruiting efforts on those who are most desirable from a client perspective.
4. Make Use of Video Blogging
Vlogging has experienced a meteoric boom in recent years. Vlogging resonates with clients in a way that other types of content can’t. A person will be more likely to sit down and watch a video blog as opposed to reading about a new product or service. Video is a dynamic medium, and thanks to new technology it’s easier than ever to create an interesting and informative vlog on a variety of industry-specific topics. Vlogs are useful in technical industries because you have the ability to “show” rather than just “tell.”
5. Incorporate Voice Search
Voice searches are consistently rising as more and more homes and businesses utilize personal assistance devices. Among the top business to business marketing trends, it’s crucial that entrepreneurs focus on voice searches and their implications. Keep in mind this is an emerging field without a defining content strategy. The way people use voice search is not the same as the way people use text search. The conversational nature of voice searches entails a lot more nuance, and they are also a lot more command-oriented by nature. Additionally, each personal assistant device is likely to incorporate their own unique search criteria. This is something businesses must keep in mind when developing content.
6. Don’t Neglect Long-Form Content
The rapidly dwindling attention span of the average person is a hot topic. However, that doesn’t mean that you should rule out long-form content from your marketing strategy. Industrial clients are often more informed than the average person when searching for a specific service or product. When their searches lead to fluff blogs and other content that isn’t authoritative in nature, it’s likely they’ll continue their search elsewhere. Conversely, a long-form piece brimming with useful information is more likely to resonate. It’s also more likely to establish the company responsible for creating the content as an authority, which is a must when converting business clients. While other types of content get your name out there to prospective clients, long-form content increases the chance that they’ll want to engage with you.
7. Host Exclusive Events
Small, exclusive events offer a great deal of value for a relatively small investment. For example, you can use social media marketing to reach out to certain clients that are most interested in the goods or services you have to offer your business and offer them an opportunity to be a part of this special event. The event should be social in nature, such as an on-site BBQ, or facility tour but should also be touted as a way for those in your industry to get involved in an exchange of ideas. Frame it as a contest of sorts; poll interested attendees to gauge their likelihood of engaging and focus on those prospects when selecting your guests. Try to be as authentic as possible and strive to keep it simple. Instead of creating a multi-tiered itinerary and lengthy speeches, allow your guests to mingle and interact with you, your team and your facility. It helps for people to see who they are working with and the tools you use.
8. Establish a Thought Leader
A thought leader is a person in your company that offers greater insight into the subjects your clients care about. This insight is backed by pertinent data and real-life evidence and goes beyond the common buzzwords and jargon that is unfortunately all-too-common within the marketing world. Additionally, thought leaders do not approach subjects with the intent on selling goods or services to your audience. Instead, this person’s primary goal is to inform and educate. A thought leader boosts your business’s credibility, which is extremely valuable when you’re trying to engage high-level manufacturing clients. Make sure you utilize all available channels, from social media posts, email campaigns, and guest blogs courtesy of your company’s trusted thought leader.
9. Integrate Sales & Marketing Departments
Instead of broad marketing efforts, focus your sights on specific accounts to really make an impact. This entails integration of your sales and marketing departments, who can work in conjunction to target specific clients for the best results. A customized approach shows a greater commitment to each client, which is particularly important when dealing with long-term clients who expect a higher level of engagement as your business relationship evolves. This is ideal in a B2B market, which often involves a more complex sales process when compared to customer-centered businesses.
10. Enhance Your SEO Strategy
Long-tail SEO entails more complex search terms and phrases that help clients key into specific concepts. While fewer people utilize long-term searches, those who do are most likely making a concerted effort to find a specific product or service. It’s also easier to rank with these search terms since there will be less competition. In a sense, long-tail SEO cuts out the fluff and allows you to interact directly with those in search of an authoritative voice in a given industry. This ties into the value of long-form content. While other marketing efforts gets your name out there and helps introduce you to potential clients, comprehensive content and SEO shows that you are knowledgeable about the topic a possible client is seeking information on.
As a trusted industrial marketing company, Momentum builds marketing and executes strategies that get results. If you’re frustrated by your business’s current reach or marketing efforts, it may be time to think about the future. The following is a comprehensive list of the latest and greatest trends to watch.
If you need assistance in implementing the above industrial marketing trends, Momentum can help you do just that. Our process takes you from the research phase, where web analytics will be reviewed in great detail, all the way to monitoring your campaign, complete with a monthly report giving you detailed information on its performance. This trusted system can help you create an effective and efficient industrial marketing strategy that gets results time and time again. If you’d like to schedule a consultation to discuss your needs, call (586) 265-2562 today.