Does advertising serve a purpose in industrial marketing?
Posted: Sun Dec 22, 2024 6:44 am
Historically, industrial companies have relied on traditional communication channels to promote their products or services. In this sense, it is common for them to turn to advertising agencies to meet their marketing needs, but is industrial advertising the best option to connect with potential customers? With this article we intend to demonstrate that, although it is interesting in certain aspects, it cannot carry the entire weight of communication. In fact, today a decisive commitment to Inbound Marketing (attraction marketing) must prevail , a marketing focused on results and aligned with the customer throughout the complex industrial purchasing process.
Turn your website into the best sales tool with our guide .
Why isn't advertising everything? We must start from the premise that the industry is a very complex sector , in which mass and standard communication strategies cannot be replicated. Advertising is a good way to work on branding and can be effective in scenarios such as the sectorial press; but let's not fool ourselves, the industry needs other more specific and in-depth solutions . Generally, industrial advertising is expensive and ineffective because it does not correctly target the needs of the client. In addition, today industrial marketing is played out on the Internet, where attraction marketing or Inbound Marketing holds mexico phone number search the key to success. Do you want to know why? Then continue reading.
It all starts on the website
Inbound Marketing is a methodology that seeks to direct and train potential customers in their purchasing process. A fundamental aspect of this process is attraction , that is, all those tasks that can lead your potential customers to visit your website. A common mistake in the sector is to give a secondary role to the website. What is the value of making significant financial outlays on advertising if the website does not generate confidence among buyers? Limiting its presence to a simple brand presentation is an unfortunate decision.
Specifically, the website and all the content it contains is the backbone of the attraction . When industrial clients land on a website, either because they are looking for a company or because they have followed a message, they must find a website that meets these requirements:
Collect the needs of different potential clients. The home page must clearly reflect who you are, what you offer and why you should choose a particular industrial company. The websites of the sector should not transmit emotions but offer solutions . Its entire structure must be designed with the idea that this is the company's main sales tool; the best salesperson it has.
Talk and connect with your ideal customer. Yes, the blog is the main voice of the company, which is why you should never build a silent website. Indeed, a blog is not only the flagship of corporate communication, it is also a perfect tool for publishing content that connects with the needs of future customers. The recommendation here is clear: in content marketing , the ideal customer must always be at the center of the strategy.
Turn your website into the best sales tool with our guide .
Why isn't advertising everything? We must start from the premise that the industry is a very complex sector , in which mass and standard communication strategies cannot be replicated. Advertising is a good way to work on branding and can be effective in scenarios such as the sectorial press; but let's not fool ourselves, the industry needs other more specific and in-depth solutions . Generally, industrial advertising is expensive and ineffective because it does not correctly target the needs of the client. In addition, today industrial marketing is played out on the Internet, where attraction marketing or Inbound Marketing holds mexico phone number search the key to success. Do you want to know why? Then continue reading.
It all starts on the website
Inbound Marketing is a methodology that seeks to direct and train potential customers in their purchasing process. A fundamental aspect of this process is attraction , that is, all those tasks that can lead your potential customers to visit your website. A common mistake in the sector is to give a secondary role to the website. What is the value of making significant financial outlays on advertising if the website does not generate confidence among buyers? Limiting its presence to a simple brand presentation is an unfortunate decision.
Specifically, the website and all the content it contains is the backbone of the attraction . When industrial clients land on a website, either because they are looking for a company or because they have followed a message, they must find a website that meets these requirements:
Collect the needs of different potential clients. The home page must clearly reflect who you are, what you offer and why you should choose a particular industrial company. The websites of the sector should not transmit emotions but offer solutions . Its entire structure must be designed with the idea that this is the company's main sales tool; the best salesperson it has.
Talk and connect with your ideal customer. Yes, the blog is the main voice of the company, which is why you should never build a silent website. Indeed, a blog is not only the flagship of corporate communication, it is also a perfect tool for publishing content that connects with the needs of future customers. The recommendation here is clear: in content marketing , the ideal customer must always be at the center of the strategy.