Every company today needs a marketing strategy to be able to achieve objectives. We are not talking only about digital marketing, that is, with a presence on the Internet, but in general. To be able to sell and for the mara to have a reputation, you need to reach your target audience. However, the industrial sector may be the most difficult to achieve. Unless you have an industrial marketing expert.
But What is industrial marketing? What type of strategy does this marketing follow to help the sector connect with its audience? All that is what we are going to comment on below.
What is industrial marketing
According to the definition given by Go2Jump in one of its publications, industrial marketing can be defined as «Those marketing strategies created so that companies can be found by others, feel attracted and have the need to acquire a certain product or service with a purely industrial objective. In this way, the purchased product will be incorporated into a new production chain or sold in wholesale markets. "
In other words, we are talking about a series of techniques that are used in the industrial field with the aim that the people who have an interest in those products or brands need what the company sells or offers as a service.
Actually, in industrial marketing there is no "person" audience; that is, it does not try to focus on people, but instead goes to other companies that may have needs that the first one would satisfy. For example, imagine two companies, one a construction machinery manufacturer, and the other a construction company. This second is going to start to build a building, but it does not have machinery; you need to hire another company. And it is the first that you can have that client.
What objectives should industrial marketing meet
Now that you know what we mean by industrial marketing, it is time for you to know what are the objectives that you must meet. And it is that, for a strategy to be well done, it must meet certain objectives, such as:
- Give more visibility to the company or the brand.
- Position it on the Internet as high as possible in the search engines, so that, if a company or individual searches for a certain product that they sell, they leave the first results to have more possibilities of sale.
- Improve sales. What is achieved above all with this.
- Build trust. Not only that, you also get more people to see you, have a leadership in the sector and establish a "minimum quality" of both your products and your services.
How to establish an industrial marketing strategy
When carrying out an industrial marketing strategy, as it would happen with any other marketing, it is necessary to follow a series of steps to achieve a goal (or several). These are:
Know who your target audience is
As we have said before, the normal thing in industrial marketing is that the target audience is not a person, or an individual, but a company. But you need to know what kind of company. That is, you can focus on distributors, shops, manufacturers, importers, or even industrial end consumers.
Depending on who you are addressing, the message you must convey will depend. For example, it will not be the same to sell a product to a distributor than to a final consumer; And it is not because in the case of the distributor you will be able to use a technical language so that it is what your product is for in a professional way; On the other hand, for the final consumer the way to present the product has to be simpler, type: you have this product and it is used for this. It does not mean that you cannot speak to him in a technical way, but many words may not be understood if he is not someone very knowledgeable in the matter.
Have multiple supports
In industrial marketing, it is not enough just to have a website and that's it. Sometimes it is necessary to go further, for example by offering yourself in other shops, or distributors, in such a way that they make you visible to potential customers.
That doesn't mean that you shouldn't pay attention to your website; You need it to be optimized, to also have advertising on the Internet, and even focus on a social network where you can consider that your potential clients are.
To do this, following a good SEO and SEM strategy is essential, since many times 90% depend on the search engines themselves (and more specifically on Google).
Generate sales
Sales are not going to happen overnight. But all of the above will help. Establishing an advertising strategy, both in social networks and in search engines, that should have an impact on sales.
The clear objective of industrial marketing is to sell. And for this you have to reach customers. How? Establishing content that is attractive and encourages awareness of the brand and products; taking the brand with collaborations to new customers (for example establishing a collaboration to appear as a brand in distributors, or with manufacturers); etc.
In short, what is sought with this is to bring the products closer to companies and interested individuals. It will already depend on the quality and the price, on what you offer, so that they are encouraged to try. But a sale is not as important as the fact that these people repeat. That is, they become loyal customers. Those are the true goal of industrial marketing.
Return of investment
To know if an industrial marketing strategy works or not, you must achieve objectives. And if possible, positive, never negative. So when investing in this, the return on investment must be present.
If, for example, a strategy is carried out and it does not obtain good results, you will be spending money that you do not recover, because you do not get sales that can justify the expense. Of course, you cannot think that any strategy works the first time. Sometimes you have to try several times to see where you go wrong and "fine tune the shot." Only then do you get that return.