5 steps to efficient Industrial Marketing planning – WAU
Industrial Marketing is a strategy that can bring excellent results to the B2B market. But for that it is necessary to make a good planning that serves as a guide for the company. After all, with clear objectives it is easier to define which actions to invest.
In an objective way, Industrial Marketing is characterized by the relationship between companies, also known as B2B Marketing (Business to Business).
The big difference between this type of marketing and the traditional is that it is aimed at companies and organizations, not at the end consumer.
As a set of strategies aimed at a specific segment, Industrial Marketing requires planning to be applied efficiently. That’s because his goal is to promote products or services and increase transactions between companies.
To give you an idea, in 2018 alone, sales between companies moved more than 2 trillion reais, according to B2BOL (Business-to-Business Online).
Thus, Industrial Marketing proves to be an excellent alternative to boost the B2B market.
However, it is worth mentioning that without a strategic planning for Industrial Marketing, it is much more difficult to achieve results. It is through planning that one can outline both the best strategies and define the objectives to be achieved.
Thinking about it, we have prepared a step by step that will help you to make a strategic planning to apply Industrial Marketing in your business.
Advantages of Industrial Marketing Planning
The industrial sector and B2B transactions are famous for their complexities, which involve, in addition to a lot of money, more purchase requirements.
And this is where Industrial Marketing comes in, attracting the public and facilitating the process.
As we have seen, strategic planning is essential because it allows us to trace exactly what we want and how to achieve it.
In this way, in addition to ensuring that the results will be achieved, planning also has three other advantages that stand out.
1. Reach the target audience better
One of the great advantages of strategic planning is the definition of the target audience. This ensures that the company’s Industrial Marketing efforts will be directed exactly to whom it wants to reach.
In addition, in this planning it is possible to segment the public according to the products or services that will be offered.
2. Analyze the results
Another great advantage is that strategic planning allows the monitoring of actions and analysis of results. Because, as all activities and objectives are described in this planning, it is easier to follow the results.
Therefore, it is still possible to make changes if the results are not as expected.
3. Increase profits
The long-awaited increase in profits is another advantage of the strategic planning of Industrial Marketing. This is because, when drawing up clear actions and clear objectives, it will be much easier to have good results.
And, as we have seen, the B2B market has great economic potential to be explored, just invest in the right strategies.
Step by step to do an Industrial Marketing planning
1. Define the objectives
It may seem redundant, however, step number 1 of Industrial Marketing planning is to define the objectives. Clearly state what your industry wants to achieve and in how long.
Consider a car’s production line. If the final objective of assembling the car is not established, it will be impossible to define the order of placement of each part.
Similarly, it is marketing planning. Without knowing what you want, it will be impossible to trace how to achieve it.
2. Study the market and the target audience
Once the objectives have been established it is time to analyze the market with the competition and also the target audience. This is because it is impossible to be competitive or efficient without knowing who you are competing with.
Returning to the example of the car, it will be impossible to develop one that serves its audience and outperforms the competition (in price and quality), without knowing the cars of other companies.
3. Choose the best Industrial Marketing actions
There are several Industrial Marketing actions that can be applied in your company. However, it is in strategic planning that according to the objectives it will be possible to define the actions that achieve them.
Actions must be aimed at increasing the reach of your product or service. Therefore, considering the industrial market, it is interesting to consider some points for the actions:
Thinking about disclosure, there are a range of possibilities that can help your industry. With the popularization of the internet, new forms and channels of dissemination for products and services have emerged.
In addition to advertising on social networks, it is possible to invest in paid campaigns on Google Ads to reach the target audience.
Having a website can also be an effective publicity action, giving credibility to potential customers.
There is also the possibility of reaching your audience anywhere with OOH (out of home) media.
The idea of these media is to highlight their products or services to the target audience in public or private spaces through digital panels.
Buy and Sell Channels
In addition to the disclosure in channels, another action that can be considered for the industrial marketing strategy is to use purchase and sale channels.
This is because the presence in a London marketplace serves both to make more people know the product and to make purchases or sales.
Thus, it is worth researching marketplaces, groups and other channels that have this purpose to assess whether the action should be taken.
Another action that can generate excellent results and deserves to be present in the strategic planning of Industrial Marketing is the production of content.
The strategy known as Content Marketing seeks to engage the public with the creation of relevant and valuable content. This can be done on social media, on a blog, with videos and other materials.
To be even more effective, an interesting tip is to unite two strategies: Content Marketing and Inbound Marketing. Thus, in addition to engaging, it will be possible to educate the public and increase the number of customers.
Even more considering the complexity of B2B transactions, which will be more easily resolved with informative and educational content.
Thus, the public will be more aware about the product or service and its characteristics.
4. Put everything into practice
After taking the steps above it’s time for the most important thing: put it into practice. A strategic planning of Industrial Marketing only makes sense when it is executed.
That is why it is so important to define the objectives and outline the actions in detail to achieve them in the best way. An important point to consider is that for this you must have a trained team.
Because the key is to produce well-made campaigns, materials and content that make a good impression on the public. For that, it is worth resorting to courses, materials and tips that will train the team responsible for B2B Marketing.
5. Track the results
We have reached a crucial point in the strategic planning of Industrial Marketing: the monitoring of results.
Without this monitoring, it will be impossible to assess whether the strategies are being successful or need changes.
This is because it is necessary to keep in mind that planning is not static, it will direct. So, do not be so attached to it, if any action is not showing the expected results, make the necessary changes.
For this monitoring, it is interesting to use the KPI (Key Performance Indicator), the well-known Performance Indicators. Using these metrics, it will be possible to more accurately assess the evolution of the actions.
Take advantage of B2B opportunities with Industrial Marketing
The B2B market is rich in challenges and opportunities. This wealth is reflected even in the economic movement of the sector, which, as we have seen, moved more than 2 trillion reais last year.
It is technological advances, related to process digitalization, Industry 4.0, Industrial IoT and artificial intelligence, that drive changes and growth in the sector. Thus, there is a scenario of great potential that needs to be explored by companies that operate in this market.
As we have seen, Industrial Marketing is an excellent strategy to stand out in the B2B market. This is because it makes it possible to increase the visibility of your products and services, as well as increase sales.
So, it’s time to take advantage of the growth opportunities in the B2B market by planning Industrial Marketing. Following the step by step we show you will be much easier to outline the guidelines for the growth of your business.
Content produced by Claudia Ferreira, from Industrial Solutions.