Industrial Marketing Efforts Should Lead to Solutions

There is a tinny line of separation between industrial marketing and B2B marketing. We all know that B2B marketing stands for marketing products and services to the companies and not to the end-users. In the broader perspective, industrial marketing looks the same. However, there is a difference. This article primarily talks about what exactly is industrial marketing and what approach companies should take to drive and design their marketing efforts.

The industrial marketing is for the companies in the industrial sector, such as manufacturers, distributors, contractors and service providers. If you represent any of them, this article will help you streamline your marketing strategy to solve some of the following challenges.

• Lengthy sales cycle
• No sales and marketing efforts synergy
• Inability to identify marketing KPI
• Less visibility over quality leads

Traditionally, the industrial sector is more aligned towards offline marketing efforts, including events trade shows and cold calling. However, this article will help you streamline your online efforts to attain business growth.

For any vertical, the online effort begins with the website. Your website serves as an online identity for your business, enabling your audience to know your company and offerings. With this article, you will be able to generate quality traffic and convert your website visitors into leads.

Niche Audience:

We all understand that the buying process for the industrial sector is different than that of consumers. Hence, it requires a tailored approach. Your tailored approach should fulfil your buyers’ specific or very specific requirements. The biggest challenge for many of these companies is to maintain consistency with their customized approach. Ideally, the approach should be maintained throughout the phases of buying cycle.

The tailor-made approach should begin when their audience is at the research stage. In the industrial sector, the sales are lengthy and involve lots of money. Hence, the potential buyer had to undergo a research phase to identify and finalize the product. As a marketer, you can make use of customized content to reach out to your potential buyer while he is in the research stage. This approach would help you secure quality traffic to your website.

The second-level approach comes at the stage where the buyer has identified his requirement and looking for the right kind of product for it. Remember, content is your primary inventory, which will help you drive good results throughout the buying cycle.

When your potential buyer completes the research phase and enters into the requirement phase, the role of content becomes vital. Many of the marketers are tend to focus on selling their product features rather highlighting the solutions to your buyer’s problem. Remember, your buyer is more interested in finding the right product to meet his business requirement rather wasting time on understanding your product features.

The Strategy:

Your industrial marketing strategy should encompass all the possible stages of buying cycle with content being the central point of it. Apart from the content, the other components of your strategy should be:

• Your buyer persona
• Understand your buyer’s need
• Identify the platforms to reach out to your buyer
• Solutions to your buyer’s problem

Content, being the central character of your marketing strategy, needs to be delivered in different formats to reach out to your audience. From your website to your marketing efforts, content should play a vital role to provide consistent support to your strategy.

Keyword Research: Identifying right keywords will help you determine to include search queries used by your audience while searching for the product. This way you can also optimize your respected page for the better search performance.

Content Marketing: Content marketing is one of the ideal formats to plan, implement and measure as a part of your marketing strategy. Your consistent content marketing efforts will help you establish as a subject authority along with the better business growth. Content marketing becomes very important from the branding and customer acquisition perspective.

Social Media Marketing: No other component can beat social media marketing when it comes to customer engagement and brand building. Social media marketing will serve the purpose for you in following ways – customer engagement, branding, customer relationship management, lead generation, website traffic, quality referrals and reputation management. Content is the king of modern marketing, and social media marketing is an ideal way to showcase your content capabilities and authority.


To make any marketing strategy successful, it is important to solve your customers’ issues. Your marketing efforts should deliver consistent solutions to your customers’ problems and this resolution can come in any format. Be it social media (video, live chat or messenger), mailers, content marketing (infographics), or website blog, your content should focus on educating your customers rather self-promotion or hype. The more you educate your audience, more they become brand loyal.

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