Industrial Marketing Blog

Is Inbound Marketing a Load of BS for Industrial Companies?

Posted by Brian Shanahan on Oct 3, 2017 8:01:14 PM

I’m going to go out on a limb and say that as an industrial business, you may not think that inbound marketing has a place in your world. Really, who has time for all those feel-good brand stories, blogs and social media posts when you have serious products to market to a serious industry?

Isn’t inbound marketing really just a load of BS when you’re an industrial or manufacturing company? Not at all, and here’s why.

Is inbound marketing a load of BS for industrial companies

In Spite of What You Think, Your B2B Customers ARE Online

Not online in the sense that they’re posting pictures of what they had for lunch on Instagram, but they research B2B solutions and companies all the time, especially in anticipation of securing new equipment or solutions. In fact, 89% of B2B researchers use the Internet during the B2B research process. 

Taking that a step further, 71% of B2B researchers begin with a generic search—not a brand name—so industrial companies have to share their story from a solutions point of view so that it’s available for early searches by prospective customers.

Industrial Companies Do More Online Research Prior to Purchase

In situations where the purchase decision is more considered such as in manufacturing and industrial products, those companies looking for solutions will spend more time doing research before engaging with a company. That’s why it makes sense to be very visible in online initiatives. The more relevant places you appear online, the more credibility you’ll have when you show up in search engine results.

Industrial Prospects Will Value That You Speak Their Language

Chances are when B2B researchers are looking for new products and solutions, they will use very industry-specific language. Here’s where inbound marketing gets really good for industrial companies. The content that you have created will contain the appropriate messaging and can be easily found when prospects are looking for industrial solutions.

You’ll be a step ahead in that you not only use the language, but that you have a generous amount of content available in different formats so that you’ll be located regardless of how companies search for answers to their pain points.

Inbound Marketing Ratchets Up Traditional Industrial Marketing

If you’re like most industrial or manufacturing companies, your reps are great at reciting product specs and installation timelines.  That’s great, but it doesn’t distinguish you in the marketplace. Anybody can publish a spec sheet or can a demo. Don’t get me wrong, those traditional marketing tools are necessary too.

But when you share information in a video or a blog on how your products are helping people, that changes the game. And when you talk about why you’re in this business to begin with and why you believe your products will change the course of your customers’ business, that gets attention. But when people online are talking about how you’re making their businesses prosper, you’ve just entered inbound marketing nirvana.

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Let’s talk about putting an inbound marketing program in place for your industrial company to get you more visitors, leads and sales. No BS.

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Topics: Inbound Marketing, Content Marketing

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