You are an industrial SME. You think that by the nature of your business, you don’t need to invest in a strong digital presence, or in an inbound marketing strategy. Fault. Whether we are working in BtoC or BtoB, digital competition is increasingly fierce. All the more so in industry, where the technical nature of the products makes the purchasing process more complicated. Internet monitoring, competition between solutions… BtoB purchasing behavior has evolved to the point that it is no longer possible to do without a digital presence. To stand out in the digital ecosystem, an industrial company has every interest in betting on inbound marketing, by relying on value-added content.
Why is having content on your industrial website important?
To exist
Even if some of your prospects know your reputation and the quality of your products, their first instinct will be to type the name of your company on a search engine. To exist, therefore, you cannot be satisfied with traditional methods such as trade shows dedicated to the industry. In addition, you must at least adopt a content strategy to inform. Because before making any decision, you can be sure that your prospects will seek information about your products, your services, and your company on the internet. If during this process they come across a showcase site that looks like an empty shell, there is a good chance that they will turn on their heels … And fall into the arms of the competition who will have put in place a real content strategy.
To reassure
Inbound marketing – a marketing strategy that consists of bringing the prospect to you – can also be used to promote your industrial expertise. It would be a shame if your site was just an ordinary product catalog, without added value, or a tasteless commercial brochure. Take advantage of this space to demonstrate your know-how, highlight your story and your teams, in order to reassure your leads about the way you work.
Sales cycles in the industry are relatively long. In order not to lose the interest aroused during their first visit to your site, inbound marketing will allow you to return regularly to your leads, in order to strengthen the relationship. The lead nurturing strategy makes it possible to take care of your leads throughout their buyer journey until the act of purchase. Thus, each new content is an opportunity to reconnect with your prospects, in order to guide them little by little to this conclusion: your products and services are the ones they need.
To become essential in the industrial sector
The interest of a good content strategy is long-term. Once written and published, your content will gradually help improve your SEO. The regularity of publication and the relevance of the subjects raised will allow you to build up a solid audience and to assert yourself as a reference in your industrial field. The icing on the cake? Even if you suddenly stop publishing, your traffic is not going to drop drastically as it would have in a paid SEA campaign like Adwords. A well-thought-out inbound marketing strategy guarantees solid long-term results because Google needs quality content to ensure the performance of its own search service.
To sell
It should not be believed that a content strategy serves only communication or branding objectives. No, the backbone of inbound marketing is selling. The primary goal of this strategy is to generate leads, to do business.
Not to mention that inbound marketing does not replace other media, on the contrary, it supports and enriches them. This complementarity makes it possible, for example, to be more efficient at a trade show. The creation of content before the event allows you to prepare the ground for your targets, who will be more attentive on D-Day. During the show, you can also create live content, to communicate in a more dynamic way. Concentrating the efforts of the marketing and sales teams within a single strategy can then bear fruit.
What content to produce in the industrial sector?
“It’s all well and good, but what can I say? » The prospect of writing a white paper from A to Zor having to blog regularly can be scary, especially when this is not our core business. Don’t panic, whatever your level of maturity and industry, there are dozens of topic ideas.
Think like your target
Get into the mind of a potential industrial buyer and think about the information they might need. Think about the questions, asks himself, the problems he has to solve. To do this, you must first have precisely defined your buyer personas, your buyer profiles. Then pay attention to the expectations of your audience. Listen to what they are looking for on the internet and provide them with the corresponding answers.
Take a look at the competition
If you’re stuck for inspiration, don’t be shy to check out what your competition is up to. Be careful, it is not a question of copying their articles, but of drawing inspiration from the subjects already covered to offer even better content to your target. If your direct competitors have not yet adopted a content strategy, good for you! The way is still free to make your place there, it is a real chance. In this case, to find ideas for topics, you can broaden your research internationally, targeting large groups with similar activities.
Rely on agencies whose job it is
60% of B2B marketers say their biggest challenge is to produce quality content regularly (source: Content Marketing Institute). Writing is a profession. If you do not have these skills in-house, do not hesitate to rely on an inbound marketing agency that will help you find ideas for original topics, suggest qualified industrial writers, and assist you in the implementation. a successful strategy.
Inbound marketing is essential today to attract customers to you. For companies, the implementation of an inbound marketing strategy and tools allows them to get ahead of their competitors and ultimately reduce paid acquisition costs (Adwords, sponsored campaigns, etc. ). Are you ready to switch to inbound marketing but don’t know where to start? Visit: www.onlinemediatrend.com
