Bringing digitisation to industry
Yes, we get it…relationships have built up the industrial industry, and referrals and word of mouth have sustained this industry for many years.
But today’s procurement officers are younger and live online. Granted, networking was, and still is, important in this industry, but it’s important to remember that the buyer has changed and the industry is struggling to keep up. It has become evident that manufacturers in the different sectors need a change of strategy to remain relevant.
Statistics have shown that new customers and buyers no longer ask for recommendations in the traditional manner, but instead, hop onto Google and conduct E-research.
Research also shows that intent-to-purchase of industrial buyers has changed. Today, buyers contact the suppliers much later in the purchasing process, different to the traditional method of reaching out to suppliers in the early stages of the buying process. Social media and online marketing has a positive impact on purchase intention and brand loyalty – the more active an organisation is online, the more brand awareness, loyalty and credibility they create with potential customers and buyers.
So how can you make digital marketing work for your company?
1) Update your website: Majority of people use their cell phones to E-research almost anything and the same is true for industrial buyers. Buyers want to access their favourite company no matter where they are or what they’re doing.
2) Create content for your site: Relevant content for your site is important. This content can be in the form of case studies, videos or though-leadership pieces.
3) Engage in Public Relations: Not only will the public know about you and your products, but you will also have a better idea of your target market’s behavior and what they are looking for. PR is really great for sales and is the new age’s way of networking.
4) You need to be on social media: If you’re not on social media, what are you doing? The digital era is here and it’s not going to wait for anyone. Yes, Social Media, can be scary but once you know where to start, it’s a great way to interact with prospective customers and current customers.
Also everything happens online so be the first to know!
5) Email marketing: Email marketing is the best way to distribute company information to your current and potential customers. Newsletters and email marketing allows you to reach a wide and willing audience while also keeping costs relatively low, leading to positive revenues.
In conclusion, it’s time to get on the digital train before it leaves you behind. If you’re not sure where to start, get in touch with the NGAGE team. Our team of professionals are here to assist you, every step of the way.