Posted on: 08 February 2019

Marketing in a complex industry

There are few sectors similar to the industrial sector and many popular marketing techniques may not be as effective in the industry as other mainstream industries.

Marketing in the industrial sector tends to be more business to business (B2B) focused to encourage other businesses that can use your services on a large scale to buy into your brand rather than appealing to individuals who are unlikely to buy in bulk.

How to market your industrial business

Humanising your company

Companies in the industrial sector, such as engineering, warehouses and manufacturers are often seen as being cold industries, ruled by machinery and where staff are undervalued, however this is not the case.

A study from research company, Qualtrics, created a benchmark for employee satisfaction in 2017, with employee satisfaction in the manufacturing industry coming in at 67%, one of the highest in the UK, and coming in above the average of 66%.

Making your team visible within your marketing material puts a face to your industry and shows off the people who work behind the machinery.

Show off your premises online

Using Google Maps to let people see inside your premises can give millions of people an insight into your operations. With the right equipment, you can make 360° photos that can be uploaded onto Google Maps to allow people to take a look at your facilities.

If you don’t have the equipment or time to add this feature, there are companies who can add a virtual tour of your company to Google Maps.

Social media better suited to B2B networking

LinkedIn is a social media platform that focuses on business networking and employment based content, and is the most used social media for B2B businesses, with 97% using LinkedIn as the main platform for sharing content. LinkedIn has over 500 million users as of 2018, so can offer a huge audience for your business. As a professional network, LinkedIn allows you to build relationships with an audience of professionals from a huge variety of companies.

The second most used social media for B2B marketing is Twitter, used by 87% of B2B businesses for content marketing. Twitter allows you to communicate with both B2B clients and business to customer (B2C) clients.

Finally, you could use Facebook, which was the third most used B2B network, but has the most active users across all social media platforms. Not only can you reach a huge amount of B2B clients, you can also communicate with them and direct traffic to your website.

Content marketing

Creating quality content to share will have your customers see you as a leader in your industry. Including a blog on your website can not only help customers find your company organically through search engines such as Google, it can enhance your reputation as a trusted expert. You may also be able to get in touch with print based media companies within your industry and offer to write an article for them, further gaining a reputation as an expert in your field.

Commercial and Industrial insurance

Businesses in the industrial sector can have unique insurance needs, and we have a wealth of experience in arranging insurance policies for a range of companies. Whether you require engineering insurance or warehousing  insurance we work with some of the UK’s most well-known insurance companies to arrange bespoke insurance packages. Speak to one of our trained insurance experts who can advise you on an insurance package to suit your needs.

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The information and tools contained in this guide are of a general informational nature and should not be relied upon as being suitable for any specific set of circumstances. We have used reasonable endeavours to ensure the accuracy and completeness of the contents but the information and tools do not constitute professional advice and must not be relied upon as such. To the extent permitted by law, we do not accept responsibility for any loss which may arise from reliance on the information or tools in our Insight Hub.