If you’re an entrepreneur who’s just starting out or if you’re looking to grow your business, you’re probably wondering where to start when it comes to marketing. After all, entrepreneurship is all about taking a chance and being willing to learn, right? Marketing is a lot like chess; you have to learn the rules, set your own rules, and be willing to adjust as you go.
Let’s explore how you can market to industrial companies.
Set Yourself Apart
The most effective way to market to industrial companies is to set yourself aside from the rest of the competition. You see, when you’re first entering the market, your main challenge will be to gain customer trust. You have to prove to them that you’re a reliable and trustworthy vendor who can be relied upon to supply the goods or services they need.
You can do this by showing how you’ve built a following of engaged customers who enjoy being connected with you. People want to do business with those they know, like, and trust, so establish yourself as someone who is reliable and will be there when they need you most. This is known as establishing a Brand Authority.
Once you’ve established yourself as an expert in your industry, you can start to position yourself as someone who is a worthy partner for your industrial customers. Offer them the best in customer experience and engagement, and they will begin to see you as a strategic partner who can help them improve their operations, gain market share, and remain profitable. This is how you build long-term value with your industrial customers.
Know Your Audience
When it comes to marketing, everybody needs a different approach. Some industries will value marketing to women higher than to men, for example. So, before you can effectively market to an industrial company, you need to identify the key decision makers in your target audience. This way, you can develop a strategy that will resonate with them personally.
To find the decision makers, you need to look at who’s in charge of purchasing decisions in your target industry. This will be your prime audience. To determine the right approach, you need to consider the demographics, psychographics, and digital behavior of this key audience.
Your strategy should include multiple touchpoints, so that you can reach your target audience at every stage of their buyer’s journey. For example, you can target younger consumers with social media posts, catch their attention with marketing emails, and bring them back for a satisfying purchase with a well-timed website conversion. This is known as multi-channel marketing.
Avoid Being Generic
When entrepreneurs begin their journey, they often wonder about the best way to market their products or services. Should they focus on a niche audience or go after a larger audience? Should they aim for the hip or the usual customer?
In most cases, you should avoid being too generic when marketing to industry. Generic marketing is usually the bane of the entrepreneur, because it means they’re just trying to sell a product that caters to the masses. Instead, you want to choose your brand voice, tagline, and approach, and use that to stand out above the competition. This is the best way to ensure you connect with your audience and begin establishing your Brand Authority. The competition will be using the same approach as well, so you need to find a way to differentiate yourself.
Make Use Of Technology
If you’re reading this, I assume you’re already well acquainted with the power of technology when it comes to marketing. After all, wouldn’t you rather be doing anything else right now? The internet has opened up a world of potential when it comes to marketing, and you should take full advantage of it.
The internet is a powerful tool, and for entrepreneurs and marketers, it can be a goldmine. If you want to market to industrial companies, you can use everything from email marketing to social media to advertising. Each mode of technology has its strengths, and it’s important to understand them.
For example, email marketing allows you to target your audience and engage with them. However, it’s not the best for gaining new customers, as everyone who receives marketing emails tends to get bombarded with offers, resulting in a lot of “no-thank-you’s.” On the other side of things, social media gives you the opportunity to engage with your audience, build relationships, and eventually, gain their trust.
When using social media to market to industrial companies, try and find the hashtag for your industry. For example, if you’re in the business of supplying oil rigs, then your hashtag could be #oilrigs. Doing this allows you to connect with other industry professionals who are also using this platform. If you see someone posting about their experience with oil rigs, you’ll know exactly what they’re talking about. It’s an easy way to ensure you’re using the right terminology, and it builds credibility by showing that you’re an active member of the community.
One of the best things about being an entrepreneur is the ability to be resourceful. You’ll always have the option of going back to school or taking a job, but that’s not what building a business is all about. Being an entrepreneur is all about taking initiative and being willing to learn. When it comes to marketing to industrial companies, you’ll need to be a jack of all trades, meaning you’ll need to be familiar with a variety of platforms and how to use them. Luckily, there are plenty of platforms out there, and you don’t need to be skilled in all of them. Just enough to know how to put together a decent email campaign or social media ad and to be able to switch between them seamlessly.
Being a resourceful marketer isn’t always easy. It takes a lot of trial and error to figure out what works for your industry, but that’s what makes it worth it in the end. You’ll have to find the niches within your niche, the psychographics of your ideal customer, and the platforms they use. This is where your initiative, resourcefulness, and learning comes in. Take the time to find what works best for your particular industry and use that to your advantage.
Being brave means to be confident in yourself and your abilities, but also to be willing to try new things. When you’re starting out, it’s important to be brave and take risks, especially when it comes to marketing. Going against the grain, taking a different approach, or trying something new can result in increased business, which is what you want as an entrepreneur.
One of the greatest things about being an entrepreneur is that you’re not limited by preconceived notions of what success looks like. Not only are you free to define it as you see fit, but you’re also free to evolve as you go. Marketing to industrial companies is a great place to start if you’re looking to grow your business, establish your Brand Authority, and create a following of engaged customers. Just remember to be brave, set yourself apart, and use the tools at your disposal to build a following.