The internet has changed everything. From the way we communicate to the way we buy things, thus completely transforming our lives.
The same is true for business-to-business companies (B2B), including industrial manufacturers and technology companies, and organizations, since they have been forced to adapt their marketing strategies to survive.
Hence, they can no longer solely rely on previous marketing models.
In this article, I’ll explain how social media benefits industrial manufacturers, and how it impacts your business development.
Traditional industrial B2B marketing channels
Industrial manufacturers have traditionally relied on traditional methods of marketing activities to get their products into the hands of potential customers. These include:
- Direct mail
- Trade shows
- Print ads
However, these methods are becoming less effective than ever before.
B2B customers are increasingly turning away from traditional marketing methods and toward social media communications.
Buyers in all industries are using digital content to make their purchasing decisions, and B2B is no different.
An overwhelming majority (89%) of B2B researchers use the internet in their research process and they conduct 12 searches prior to engaging on a specific brand’s site.
The reason is simple.
As the world of marketing continues to evolve, so do the channels through which businesses reach their target audiences.
While traditional marketing channels, such as print and television advertising, require a significant amount of time and money to get started, they provide little to no ongoing value.
In contrast, newer channels such as content marketing and social media marketing offer a more cost-effective and sustainable way to reach and engage with your target audience.
For example, direct mail costs a fortune upfront, but once the campaign is over, there’s no way to track whether it actually reached its intended audience.
With social media marketing, however, you can easily measure your results and see which campaigns were successful.
LinkedIn is one of the largest professional networking sites in the world.
It’s estimated that 65+ million business decision makers use LinkedIn.
That means that if you’re looking to reach over 1/3rd of all professionals, then LinkedIn is where you need to be.
What does LinkedIn offer to B2B industrial companies?
LinkedIn is a great way for B2B industrial manufacturers to connect with their existing customers, as well as potential ones.
For example, if you sell a certain type of machine, you may want to connect with all the engineers who work for the company that manufactures that machine.
Or, if you’re looking to hire someone, you might want to connect with the top salespeople at the company.
more than 65 million decision makers are on LinkedIn
In addition, LinkedIn has a feature called Groups. These groups are like clubs where members can discuss topics related to their industry.
When you join a group, you’ll be able to see discussions going on there.
So, if you’re interested in learning more about a particular topic, you can read through the discussions and ask questions.
Lastly, LinkedIn also offers B2B companies analytics that can help you track your performance and growth.
By understanding how your content is performing and which topics are resonating with your audience, your B2B company can fine-tune your strategy and ensure that you’re creating the most impactful and engaging content possible so B2B companies can see the ROI of their investment on the platform.
Facebook vs. Twitter vs. LinkedIn: Which one should your industrial B2B company use?
So far, we’ve looked at three different social media platforms that B2B industrial companies can use to market themselves.
But which one should you choose?
When deciding which social media platform to use for your B2B industrial company, it is important to consider what each platform has to offer, platforms your demographics use, your resources (read: includes $$$) and your goal.
These social networking platforms – Twitter, Facebook, and LinkedIn – all have their own unique advantages that can be leveraged to reach your target audience.
Here are some examples of how you could use it:
- Twitter if you want to grow engagement, then Twitter is worth considering. The platform is also useful for conducting market research and monitoring competitor activity.
- Facebook if you want to increase brand awareness, then Facebook is probably the best option. And this is the single platform that I often recommend to businesses with a limited budget. Why? Its almost 3 billion users is a no-brainer. It’s a great platform for reaching many people. And according to a datareportal/Hootsuite survey, it’s the next platform LinkedIn users are on.
- And finally, LinkedIn if you want to expand your relevant B2B professional social network, then LinkedIn is definitely the best option.
If you need a hand in deciding however, you can read the final section.
“It is more important to focus on the social media platforms where your industry’s buyers are most active and to employ an effective social media strategy that will work for you.”
Impactful social media marketing packages for industrial B2B manufacturing companies
As we enter uncertain economic times, it’s more important than ever for industrial manufacturers to have a solid handle on their company’s marketing budget.
When done correctly, social media marketing can be a powerful asset for any industrial manufacturer. By incorporating social media into your digital marketing strategy, you can reach a wider audience more efficiently and effectively.
Social Success Marketing can help you get the results you want while making the most of your marketing dollars. We know what works and how to make sure your marketing dollars go further.
So, get in touch with us today to learn how we can help you grow your industrial manufacturing company online using excellent and effective social media strategy.
- The Pew Research Center. 2022. “10 facts about Americans and Twitter.” Accessed October 14, 2022. https://www.pewresearch.org/fact-tank/2022/05/05/10-facts-about-americans-and-twitter/