Why Industrial Businesses Need To Get Branding & Content Right

Industrial businesses today must learn how to get ahead in an increasingly volatile and competitive market environment. Getting branding and content right is now more critical than ever.

There are many options now available for your products and services. From residential building, commercial construction, civil works, and fabrication to manufacturing, transport, mining, oil, and gas – the choices for supply are endless.

So, how to get noticed in a crowded and diverse market place dictated by the lowest price?

It’s critical that you have a superior branding and content marketing strategy in place to stand out. Marketing industrial products and services can be complex and challenging, but when done well the results drive long term sales growth.

It’s not enough for Industrial companies to have good quality products. Branding and content are critical to rise above the competition from both local and overseas environments. Developing a strong brand purpose and personality is critical, as is a cut-through brand positioning strategy.

Brand awareness is often a challenge as it can take a very long time to develop credibility and a solid reputation in many industrial sectors. You are judged and remembered by the quality of your products, experience of your people, and core capabilities to deliver on time. Marketing content and brand storytelling is a great way to get exposure for your industrial company.

Develop a Winning Brand and Content Strategy

With many industrial solutions having similar product features and pricing, potential customers are likely to choose the option with the lowest price and attempt to commoditise your offerings. To overcome this, try honing in on your brand’s promise and your value proposition. What makes your industrial brand a better choice than the other options?

The key to successful brand positioning is clearly explaining the problem that you solve. For example:

• You take the headache away from project management by providing a streamlined estimating and programming service.
• You solve the problem of communication between project teams by being present and approachable at every step.
• You solve the problem of technical support when any quality or certification issues arise.
• You solve the issue of traceability by offering a technical library to your customers.

It’s common for industrial companies to get so caught up with promoting their features that they overlook their benefits, promise, and customer value. But in markets where many products and services are competing for attention – content and branding strategies are vital to get your company noticed and remembered.

The Importance of Content

Content marketing is not only important for getting the word out about your solutions and expertise. It also helps you to get mentions and shares in diverse digital channels. Being mentioned in social media, industrial associations, media journals, and supplier publications may also bring credibility to your brand, increase customer trust, and provide a huge take-up in organic SEO for your business.

A mention in any of these could bring you a huge increase in web traffic, hundreds of potential new customers, and that all-important sales and marketing evidence you need to hit a new growth platform.

Winning with Social Media

Your social media presence is as important to content and branding as your everyday interactions with customers are to sales. Rather than trying to grow your social media presence on multiple platforms, choose just a few (for example, LinkedIn, Facebook, Instagram) and focus your efforts on growing these channels.

This is your opportunity to build your connections and followers. Lead them back to your website posts, and resources to further engage and build trust. Ensure you engage with your audience and stay disciplined. To succeed with social media we recommend:

• Develop with a social media plan/strategy.
• Decide which platforms will work for you.
• Know your target audience.
• Expand your target audience.
• Share compelling content.
• Focus on quality over quantity.
• Use the right tools.
• Measure and improve.

Why Industrial Businesses Need To Invest in Content Marketing

Many industrial brands are not well recongised nor remembered. Because of this, you need to work harder on brand awareness and activation.

This makes content marketing an ideal fit for industrial brands. Engaging and relevant content can inform your audience why your brand and product exists and demonstrate why they may need it.

If you are ready to get real results with your marketing efforts, let’s chat.

Related: Download your Brand Activation Guide

Other Reading: 6 Ways to Grow A Company

INDUSTRIAL BRAND ACTIVATION GUIDE

Learn how to activate your brand, increase brand awareness and engagement levels. You’ll need to consider 5 key questions to be customer driven, enhance customer experience and set your brand up to win for the long-term. It’s the brands that challenge, create change and have the ability to inspire the people around them who will win with their Brand Activation Strategy.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.