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A Guide to Beginning a Successful Industrial Marketing Campaign

March 24, 2021

Aside from traditional marketing plans, one of the most successful ways to drive customers to your business and attract qualified leads and sales is through digital industrial marketing. There are a number of different tools for industrial marketing teams to take advantage of, everything from SEO tactics, to content creation and website design. However, for companies that may have been doing things the old-fashioned way for a while, switching to a digital marketing plan overnight is easier said than done, which is why the team from WSI B2B Marketing is here to help streamline the process.

Where Do You Begin?

For those considering industrial marketing services for the first time, you’re likely wondering where to begin. Often, there’s a misconception that digital marketing is specifically aligned to consumer goods and business-to-customer relations, but in the industrial sector, this isn’t entirely the case. With the recent focus on e-Commerce tactics and increased sales technology, more industrial manufacturers are now seeing how important an aligned digital marketing strategy is to their bottom line.

What Exactly is Industrial Marketing?

Before getting into the more complicated details, it’s always a good idea to have a general sense and scope of what industrial marketing entails. In the simplest terms, B2B marketing or industrial marketing is the marketing of goods and services between businesses before the consumer even sets their eyes on them. This means that you’ll be advertising to original equipment manufacturers (OEMs), suppliers, or wholesale buyers.

One of the primary factors that make industrial marketing unique when compared to traditional sales marketing is the varying length of sales cycles involved in the manufacturing process. With the manufacturing sector, sales can involve larger orders and, in many cases, a long-term relationship that could last months or upwards of years. So, your goal as an industrial digital marketer is to wind up at the top of those client lists more quickly than competitors.

6 Steps for Optimizing Your Industrial Marketing Strategy

Whether you’re still doing a few things the analog way, like sending out mailers or attending trade shows, there are still a lot of ways you can streamline your digital marketing strategy for the best results online, including:

1. Assessing Your Current Strategy

Before making any plans, it’s first prudent to see what types of industrial marketing practices you already have in place, and which ones are working and which need room for improvement. As mentioned above, there are more traditional methods from mailing out pamphlets to more modern ones, such as optimizing the pages of your website. Over the years, you’ve also likely collected a lot of data you can share with customers about your business, such as graphs, charts, and calculators.

So, take all of this into account and see what you’ve accomplished with your current industrial marketing plan. Are there areas where you can improve and help attract more buyers to convert into customers? If the answer is “yes,” then it’s time to start making your ideal industrial marketing blueprint.

2. Identifying Your Key Consumer Persona

You can put all the work in the world into a marketing plan, but it won’t mean much unless you’re reaching your ideal audience. Basically, your target personas are the people you want to connect with and eventually buy your product or service, so this takes a lot of research to identify precisely who you’re trying to reach. These personas will vary from personality to industry, job function, and more. If you align your industrial marketing tactics with these personas in mind, you’ll yield the highest conversion rates, qualified leads, and increased sales.

A few things to ask yourself when performing audience and consumer research are: who is your top customer? What type of duties do they have in their current job? Are you able to easily pin down their personality? Ultimately, you should have basic information about their:

The more info you can collect about them, the more your sales team can engage with them on a personal level.

3. Outline Your Goals, Expectations, & Reporting Methods

When it comes to industrial marketing, data and analytics are two of the most important components of any campaign. This is because these components are how you track the success of your marketing efforts with clear, definitive numbers that can demonstrate to executive-level personnel the return your company is getting on its investment. Once you’ve outlined goals, expectations, and the audience segment you’re trying to reach, it is important that reporting is the next step and is completed as soon as possible. Be sure to set up analytics and reporting methods that can provide easy-to-digest data that is concise, relevant, measurable, and relevant both long and short-term.

A few of the best metrics to track are:

4. Optimizing Existing Marketing Tactics

These days, few companies survive without doing at least some type of marketing, so take a look at what you’re doing to see how successful your current strategies are. If your webpage doesn’t rise to the top of the searching rankings, optimizing it for speed and SEO are some of the ways to easily do this.

Additionally, you can create new landing pages with forms to collect the information of potential leads before you provide them with information (like downloading a free eBook or something of the sort). Running a blog with unique, keyword-laden content is also another idea, or designing pages for specific segments or your industry.

5. Generating More Traffic to Your Site

Once you’ve gotten all of your plans in order, it’s time to show off those new changes by bringing as much qualified traffic to your website as possible. This can be accomplished in a manner of different ways, such as:

6. Aligning Your Marketing & Sales Team

These days, with all of the technology available at our fingertips, there’s no reason why your sales and marketing teams shouldn’t be working in tandem; you attract the leads and they close the deals. Working with your industrial sales team can help you determine ways to tweak your tactics to help moving potential clients more quickly through the funnel. The two teams should, at the very least, be in constant communication in order to improve sales and marketing campaigns to generate the best ROI.

Contact WSI B2B Marketing for more industrial marketing insight!

If you want to learn more about creating a winning industrial marketing strategy, contact us online today or try our free digital marketing assessment tool or call 1 (800) 494-6212.

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Frequently Asked Questions

B2B search engine optimization (SEO) is a specific type of online marketing tactic/service that can help a website of a B2B business gain more traction in order to increase their search engine rankings on Google, Bing, etc. What differentiates B2B SEO from B2C, is that for B2B SEO keywords focus on specific words and phrases that business/vendors search. A B2B SEO agency like WSI B2B Marketing can provide you with leading B2B SEO solutions.

Yes, with the right SEO strategy your B2B business will not only improve its search engine rankings, but it will also expand its online reach, and build trust for your brand. There is no better way to show potential B2B vendors that your company is knowledgeable and can deliver the services needed, than having a website and online marketing content that is easy to find and trustworthy. WSI B2B Marketing is a leading B2B SEO agency that can help B2B companies. Contact their team for services.

The cost of SEO services depends on the B2B SEO agency and the services and payment model they offer. The average monthly cost can range from around $750 to $2,000, while hourly rates can go from $85 to around $200. For entire projects, prices range from $5,000 to $25,000 and up. Reach out to B2B SEO agency WSI B2B Marketing for more information and services.

A B2B SEO agency can increase your brand’s online presence and help attract potential leads to your company’s website. By increasing your search rankings and visibility, businesses will get more clicks and users to their site and can increase sales opportunities. An SEO agency like WSI B2B Marketing provides a range of online marketing solutions. Contact them to learn more and improve your online presence today.

Basically, B2B lead generation services will locate customers looking for the specific services/products that you provide and lead them to your website or e-commerce platform. Lead generation is vital not only for marketing teams but for B2B sales as well. B2B SEO agency, WSI B2B Marketing, provides lead generation and other SEO services designed specifically for B2B operations. Contact their team today to get started.