know how to build a results strategy – WAU
Industrial marketing is a solution created with the objective of directing messages from one company to another.
In general, we can define industrial marketing as the relationship involving 2 companies.
In English, the term used is B2B, which means business to business.
It is the marketing of a company that is not intended for the final consumer, but for other organizations.
If the topic seems confusing, think that companies can create products not only to serve individual customers, but also to other businesses and organizations.
This is the case of industries that develop large machines that are of no use to ordinary consumers.
However, they are useful for other companies – such as automobile and construction companies – that have resources for large purchases and demand to produce on a large scale.
Therefore, for these industries, it is necessary to communicate with other companies (consumers) in order to promote their products efficiently.
For that, industrial marketing emerges as a viable strategy.
Is it getting clearer now?
So be sure to follow this post to the end to learn more about the subject and learn how to set up a really efficient industrial marketing strategy for your interests.
What is industrial marketing?
Marketing is the activity that promotes a specific offer to attract and retain customers.
In this sense, industrial marketing is a solution specifically created for the purposes of companies that need to direct their message to other companies.
The idea behind B2B is to build solid and lasting relationships between companies, creating conditions for the existence of large sales in the long term and interaction with a larger number of people than in the business to client (B2C).
This depends on the creation of agreements between the companies, regarding both production and purchase and shipping of products, which makes this type of sale more complex.
To make it even easier to understand what industrial marketing is, compare a store that sells products directly to customers with an industry that offers a range of products for a particular store.
In the first case, for the store to sell well, it needs to build a structure for that:
- have a good sales team;
- invest in interesting prices within the market; and
- work with useful solutions for the consumer.
In the case of the industry that sells to the store, the sales process is even more demanding, since the profile of the consumer is different.
And, more than seducing this consumer, it is necessary to guarantee a safe and profitable sale so that it is maintained in the long term.
That’s where marketing comes in.
It is he who can bring adequate information about the quality of the product offered and highlight other differentials such as prices charged.
In short, it is through a marketing strategy (in this case, industrial marketing) that it will be possible to convince customers that there are good reasons to put those products in your store.
What are the benefits of industrial marketing?
Being used strategically, B2B allows you to considerably increase a company’s profits.
With actions capable of differentiating it in the market in which it operates, it is possible to create value and, in this way, positively impact potential customers.
Industrial marketing has significant differences from traditional marketing, especially in relation to the type of audience that needs to be reached.
Now, it is no longer the customer who needs to win their attention, but other companies.
Still, in essence, its purpose remains the same, that is, to bring a brand closer to the public with which it needs to communicate.
At this point, it is necessary to develop strategies capable of reaching that specific profile.
When this happens, the company can benefit from offering a differentiated and specific approach.
It is good to remember that, in B2B, communication needs to be more focused on guaranteeing performance and results than necessarily on the fulfillment of a projected desire in the consumption of some product.
Therefore, it is necessary to develop a rational, differentiated strategy that is truly capable of adding value to the client.
Therefore, well-done industrial marketing has a quantitative basis that highlights the benefits that a company will have when acquiring its solution.
In this way, it allows companies to get to know their audience better, which gives them the conditions to plan their actions according to the proper understanding of the market in which it operates and the possibilities offered by the consumer.
With research and data analysis it is possible to identify trends and behaviors, as well as develop more efficient strategies.
In addition, by working with qualitative and quantitative indicators, the industry can make control a differential in its performance.
In this sense, Digital Marketing emerges as an alternative to be considered.
With its countless possibilities for KPIs, it allows you to follow virtually in real time what happens within a campaign.
Since the growth of digital marketing, companies have had, more than the possibility of investing in the construction of an online strategy, the obligation to occupy an interesting space in this medium.
Therefore, it is interesting to know how to deal with this.
How to create an industrial marketing strategy?
As in B2C, B2B always starts with the proper identification of the target audience, after all, it is in function of it that the strategy will be developed.
You need to know what kind of activity can benefit from what your company offers as a solution.
Then identify the persona of that audience, that is, someone who will represent your ideal client.
Consequently, marketing actions focused on this representation will appear.
As a result, work with specific channels to attract your persona to your company’s website.
Thinking about the opportunities of digital marketing, this involves specific actions in social networks, Google AdWords and the production of organic traffic, that is, the one that you do not pay to obtain.
In this logic, in addition to trying to win customers, the strategy must also enchant the company’s current customers.
To this end, engagement and relationship actions can be used in campaigns created for social networks, exploring the potential of sites such as Facebook and Instagram, as well as in email marketing campaigns, for example.
With inbound marketing, it is possible to add value to a brand by offering quality content involving what the company sells.
Likewise, it is important to invest in the after-sales service, when the company seeks to maintain a relationship capable of preserving its customer.
The idea is to make him go further, participating in the organization’s channels in an online environment, so that this stimulates new conversions.
Finally, the construction of an industrial marketing strategy requires working with routine analyzes capable of always checking whether the result indicators are in accordance with your interests.
As stated, this is an advantage of marketing carried out in a digital environment:
It offers tools that simplify this control and monitoring process so that it is possible to act more quickly in the face of any need for intervention.
Basically, a B2B digital marketing strategy is simple, involves the ability to generate engagement and allows precise control.
Once assembled, the trend is that it will bring significant advantages to the company’s performance in the market.
How important is this strategy within digital marketing?
In the previous topic, we mentioned digital marketing. Is not for nothing.
At the moment we live, it is configured as a useful solution for the disclosure of companies, especially due to the control that allows the strategies put in place.
It is good to remember that hardly a company will not be present in an online environment – something that, in the case of B2B, makes all the difference.
According to Social Media Trends 2018, 94.4% of respondent companies are present on social networks.
More than being online, companies need to mark their territory in a digital environment.
Therefore, the greater the presence of your company in this environment, the more possibilities you have to approach your ideal consumer, having the ability to interact with them to the point of identifying their needs, desires and ambitions.
All of this allows your company to make the solutions it offers compatible with the real needs of these customers, all strategically designed and with greater chances of results.
Thus, with a good digital marketing strategy, it is possible to improve a company’s image in the online environment in the eyes of potential customers.
With an interesting visibility in the search engines, the reach of your brand is enhanced, making the terms related to your segment are associated with your company.
This brings to her the benefits of a massive online presence and allows the construction of an interesting relationship with her audience, based on a different experience.
Anyway, as with B2C, B2B also needs to be properly understood to generate strategies capable of differentiating a company in the environment in which it operates.
When this happens, the tendency is for this company to be able to publicize itself more efficiently and, thus, win important partners for the sequence of its activities.
Now that you know what you need about industrial marketing, be sure to also check out our post on content marketing for the real estate market and learn how to delight customers with this strategy.