Marketers of manufacturing and industrial companies invest a lot of time and money creating authentic, relevant content to reach their target audiences. Developing videos, email, website resources and more seem to be the most appropriate vehicles for their messaging because they have the perception of being substantive tactics.
Social media, on the other hand, may not seem to have the gravitas that they’re looking for in their overall marketing campaigns. After all, the sales lead times are typically longer than in other industries and the price tags of some of the products are significantly higher than those in other industries. So, it just doesn’t make any sense to use something lightweight like social media, right? Think again.