Showing Off My Company

Marketing products and services in the industrial sector aren't like the consumer equivalent. While strong branding and messaging can get many consumer campaigns over the hump, industrial marketing solutions call for more. These four components of a marketing effort will be the keys to your campaign.

Value Proposition

Industrial buyers need to know exactly what a product or service will do for them. Whatever your competitive advantage is, it goes into the marketing materials as a value proposition. If a company sells a high-end product and controls a stronger price point, it needs to emphasize why the customer should be willing to pay. A more efficient solution that leads to fewer breakdowns, for example, can easily justify a higher price if the lifetime savings are there.

Also, you need to tie the value proposition to specific problems. If manufacturers struggle to achieve a certain level of precision, then the company that exceeds that standard must hammer that point in their marketing campaigns. You want customers to know the value proposition so well that they mention it to your sales representatives before there's even a chance to start the pitch. Ideally, buyers should be so receptive to the value proposition that they want to see this thing in action.

Technical Knowledge

Folks in industrial businesses have technical specifications on their brains. You need to speak to them in their language. Industrial marketing solutions should be thick with details and jargon. Your marketing campaign should answer a large enough number of their questions that customers can focus on the general question of how a product or service will perform.

Online-Intensive

Industrial buyers want to see it so they can believe it. Consequently, your online presence is key. Search engine visibility matters because the first thing someone is going to do is look for information based on a product's exact name. They want to see PDFs with specifications and read them at their leisure. Likewise, they want to see practical videos that show real-world users putting systems to work.

You also need to be responsive to the online world. Industry buyers talk on forums and social media. Your marketing campaigns need to be everywhere those customers are.

Demos and Trials

Few buyers are going to purchase industrial products without getting hands-on. Demonstrations and trials have to be readily available. Representatives need to build relationships during this period to assure customers that they'll be there years from now to facilitate leases, new product purchases, and technical support. 

For more info about industrial marketing, contact a local company.