Marketing strategies for industrial companies

[tongfkymm44]

Once we have clear objectives and budget in the design of the marketing strategy, it is time to choose the specific strategy with which we are going to attack the market. The most important step.

You may be interested in our masterclass: How to choose more profitable digital marketing actions

The design of your marketing strategy will depend on your business model, brazil email list competitive advantages and the interests of your buyer persona , so there is no single winning formula. The strategies below are the most common in B2B industrial companies. Take note!

Trade shows : This is where offline strategies begin and end, what can I say? Attending trade shows has traditionally been one of the most used techniques in the industrial world and the one that has allocated the largest budgets. Today, they are still used as a means of visibility to potential customer niches and to continue carrying out relational marketing , however, their effectiveness has been greatly reduced when it comes to closing sales , and even more so after a pandemic . However, if this is one of the strategies that works in your industry, we recommend that you optimize it through digital resources such as virtual tours or with an app that allows you to collect data from leads (although we return to the same thing, this costs money).


Webinars or digital events are an excellent option that should not be missing in any marketing strategy design. Why? From your own resources and the expertise of your powerful team, you generate a great tool for attracting potential clients that also helps you generate brand and engagement in a truly effective way. What more could you ask for?
To help you learn how to host successful webinars, here is a masterclass that will help you:





Download the Masterclass: Successfully organize your digital events





Email marketing : This technique is 90% effective. But how is it effective? Email marketing is primarily used to keep your database up to date and to mature it towards more advanced stages of the sales funnel. One of the main characteristics of industrial B2B companies is that the sales processes are very long in time and that is why email marketing works very well to speed them up. In addition, it is not a very expensive strategy even with paid tools.


You may be interested in : E-mail Marketing vs Marketing Automation: What are the differences?



Content marketing : Content is king and inbound marketing strategies know this very well. It is a very hackneyed phrase but of infinite wisdom, and even more so for industrial companies. Another characteristic of the B2B industrial purchasing process is that you have to do a lot of education with potential clients; they are rational, not impulsive purchases. What your target audience is looking for is information related to the problem, product or service. And that is where you have to respond with technical content that solves their needs. This strategy works very well for achieving organic traffic and leads , and it is a fairly economical strategy since you need few resources.

Nueva llamada a la acción





Website optimization : This is more than just a strategy, it is a MUSTthat you should consider when designing marketing strategies. Websites serve more than just 'appearing on Google' and being business cards, websites are a conversion center . But for that you have to have it optimized with calls to action, contact forms, testimonials that give credibility to the company... And all of this with a design that invites you to browse through it and is in line with the corporate image of the company.
SEO/SEM: You already know that 90% of purchases start with an internet search. If you want your client to find you when they do that search, SEO and SEM are your strategies. SEM is more expensive in terms of money (after all, it is internet advertising), but it works very well in the short term to get leads. SEO is a strategy that requires time since the results are seen in the medium/long term, but it is the most economical strategy, since its price decreases year by year once Google has considered you an authority on information.

Let's give you an example: Emuca , a Spanish company that designs, manufactures and markets products for the furniture, carpentry, hardware and DIY sectors, comes to Connext with a clear positioning and conversion problem.
In just a few months, he managed to boost his positioning and visibility, increasing his acquisition of quality leads by 186%. If you want to know the marketing strategies that led him to achieve these results, you can download his success story



New call to action





Inbound Marketing : It is the aspirin of marketing strategies, it cures everything. While the previous strategies served to achieve isolated objectives, Inbound Marketing is the strategy that encompasses all the others and takes them to a higher level by integrating them into a single process. This is one of the strategies that works best in the design of marketing strategies because it allows the cost of lead acquisition to be reduced in a sustained manner over time, achieving very good results.