Fecha: 25 julio, 2023

Industrial advertising: the answer to grow?

What is industrial marketing?
 

The industrial marketing also known as industrial advertising is a classification within marketing, which is characterized by being composed of marketing strategies «business for other businesses» what is called b2b or «business to business«, that is not directed to the final consumer. These strategies are mainly focused on highlighting the technical, productive and efficiency aspects of the product or service, rather than the price as a fundamental premise.

Industrial marketing encompasses strategies that aim to attract the attention of other businesses, governments or institutions and get them to buy the products, materials or services offered either to transform or resell them. This type of marketing uses strategies and communication channels similar to those of marketing focused on the final customer, (called b2c for its acronym in English «business to client») but dedicating its sales message to professionals responsible for making purchasing decisions in their respective industries.

In industrial marketing, special emphasis is placed on relationship marketing, which is based on the creation and maintenance of stable and lasting relationships between business customers. The industries also make efforts to position themselves in the market, their messages and communications are directed to the people who are the decision makers within the companies, since the products that they acquire, be it machinery, services or raw material, will be the necessary base to create another product or service, that after being converted will be of mass consumption, in other words, if it will be destined and bought by the final public.

The industrial marketing is based on the derived demand, that is to say, the demand that is conditioned to the final consumer, for that reason it is a very volatile demand full of fluctuations and changes; Industrial demand is also a concentrated demand because the number of buyers (other industries, institutions, entities or governments) is usually smaller than the final public and does not vary so rapidly, which allows more direct sales channels. In addition, industrial marketing tends to have higher volumes and frequency of sales, because they are usually sold to other industries or institutions, to the greater or in lots of large quantities, which implies that there is greater bargaining power and a variety of commercial strategies. 

 

What sets it apart from B2C?

As I explained earlier, B2C or «business to client» are the strategies within industrial marketing employed by commercial companies, whose objective is to reach the user or final consumer directly. The B2C seeks to create a direct contact between the company and the final consumer through digital channels, such as websites, applications and social networks, in order to achieve the most direct communication possible with the client, with the idea of being able to understand it better and take a product or service that suits your needs, using the best cost, with the highest added values and probabilities of personalization.

 The most usual in B2C, is that companies develop their web platforms where they offer their products, thus facilitating the consumer a more personalized and direct attention.

The B2C is focused on the final customer and the B2B is focused on other companies or industries, which creates an important difference in these marketing classifications.

The B2B uses more specialized digital strategies but also uses traditional strategies such as participation in industrial fairs, organized most of the time by chambers and business confederations or local, regional or national governments, their advertising messages are not as massive as they are destined rather, to the professionals of the industries that know themselves would need or could consume their products.

In addition, B2B not only promotes the sale of a final product, but also a business solution that would allow greater profitability to the industry that acquires it. Another important difference is that in the B2B, the technical characteristics such as usability, quality, durability, efficiency and factors such as specialized after-sales service have more emphasis and quantity, than the price of the product.

Some tips for doing Industrial Advertising in a professional way

 

Take advantage of digital media

Digital media,  especially websites and social media are essential tools in any marketing strategy, especially in industrial marketing, a web page with relevant content, focused on sales, with forms and post that allow you to capture leads from professionals specialized in your industry, previously captured with specialized content. It will allow you to establish subscribers or a community to which you can communicate your products, services and innovations and thus work the process of the sale.

In addition, social networks such as Facebook, allow paid campaigns segmented at such a level, that you can choose people with a specific profession or interests, within a specific geographical area, which facilitates our communications reach the specific target we want. For example if we want to get to dentists of the D.F. in Mexico we can create and segment a SEM campaign that allows choosing dentistry as a main interest and additional interests to further delimit the public.

Know how and to whom are you talking to

To create a successful industrial marketing strategy, it is necessary to understand how the public thinks and feels your product will arrive, it is necessary to have clear concepts. Since otherwise, the message may not be well focused or not be successful with the customers you need. A buyer persona will always be of help to meet your audience and talk to them with the words they understand and resonate with them, otherwise all marketing efforts could be in vain …

Define a process for generating and qualifying prospects

It is very common for B2B companies to forget that the constant generation of prospects should be part of their sales process and their long-term growth strategy, normally when they decide to grow, the first thing they do is turn to the sales department, not the marketing department.

Asking them to generate sales by giving them little or no tool or process to be guided. Just as the industrial processes are a fundamental part of any company in the industry, so the sales processes must be part of any company that seeks to grow, this process must range from the generation of prospects to the qualification and closure.

A seller must be able to identify and track the prospects according to the stage of the trip of the purchase in which they are and provide them with the appropriate information in each case.

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