The primary goal of an industrial content marketing strategy is to get your company noticed and grab the attention of potential customers. To do that, you have to differentiate yourself. But, of course, your competition is trying to accomplish the exact same thing. So with everyone striving to stand out, how do you actually get that done? You need the right approach to digital marketing, and you need to tailor your efforts to match your unique goals and needs. But what does that entail?
A Strong Brand
When you have a strong brand, all other aspects of industrial marketing become a lot easier. When a prospect knows your name and what you stand for, when they directly associate you with the products or services you offer, you’re already a step ahead. Nothing about the name McDonald’s suggests hamburgers, and nothing about the name Geico suggests insurance, but these household names automatically elicit thoughts of the products offered by these companies. And even more importantly, thoughts of the products can bring to mind the name of the company that provides them.
That right there is the holy grail of marketing. Brand recognition and association have the power to sway customers to do business with you, and this is no less true for manufacturing companies than it is for fast-food joints or insurance companies. Most manufacturers neglect their branding efforts, which gives savvy marketers a great advantage from the get-go.
Anybody can churn out content. But posting generic, impractical information isn’t helping anyone, and it most certainly isn’t helping you. So be helpful, educational, and informative. This is the core of any successful inbound marketing program.
Providing quality content will position you as a knowledgeable, valuable partner, not just another face in the supplier crowd ready to spit out a price quote. And you’ll make yourself even more valuable to customers if you go beyond basic blog posts and provide them with educational long-form content, such as eBooks and helpful guides.
Savvy Search Engine Marketing
You can’t stand out if you’re invisible. You have to show up in internet search results if you expect new clients to discover you. Smart search engine marketing tactics, like SEO and SEM, increase the likelihood that potential buyers will find your website and engage with your content. And, as we just discussed in the last section, content is king.
A User-Optimized Website
Remember those early days when websites had sparkles and dancing hamsters and funky music? The internet was a very different place then, and websites were largely a matter of vanity and novelty. Not so anymore. The internet means business, and if you want to stand out, flashy, useless features aren’t going to cut it.
To set yourself apart from the competition, you must offer an industrial website that delivers an experience so intuitive that users don’t even notice they’re “using” your site. If your visitors have to hunt around for the information they need, if they encounter bugs, or if your site has an amateurish look and feel, they will definitely notice. The bar is always rising for professional websites, so if yours is subpar, it will reflect directly on you and can seriously damage your company image.
Reaching the Right Buyers
Professionals use professional tools, and serious buyers turn to Thomasnet.com when they’re ready to source products and find suppliers. All the relevant information they need to do their jobs is in one place, making their lives - and careers - easier. That's why Thomasnet.com is home to the largest, most active network of B2B buyers on the planet.
If you want to get in front of these buyers, you need to list your business on the platform. Then, you can showcase your capabilities and make it easier for buyers to find, evaluate, and connect with you.
Standing out takes effort, but it makes a huge difference for your bottom line. If you’re interested in speaking with our industrial marketing experts, or if you’d like to get started with a Thomasnet listing, contact our team today. We’re on hand to help you stand out from the competition.
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