Marketing To Industrial Customers Is Different
As an industrial or manufacturing company, marketing is different for you than for businesses that cater to consumers. And if your business is to thrive, you will have to learn how to effectively sell to your particular audience: to understand their particular needs as well as their pre-conceived ideas. Its’ not much different than selling to consumers. Just speak their language, address their concerns, establish your credibility, then show them how doing business with you can help their bottom line.
Your potential clients include:
- Design Engineers
- Process Engineers
- R&D Managers
- Operations Managers
- Plant Managers
- C Level Executives
- Purchasing officers
These people tend to be turned off by cheap selling techniques, and unlike consumers, are not inherently bored by technical jargon. They want facts, information. So give it to them. Just don’t forget that they are human as well, and some well written copy can help convince them to pick up the phone and call you.
That’s what the home page is for: create a good first impression, show them that you have the product or service they are looking for, and sell them on why your firm is the best in the industry at providing it. Don’t get overly technical on the home page. The meat of the information comes on the internal pages. Just make it very simple for them to be able to navigate to the information they are looking for. Add images, testimonials, videos, etc… Anything that is interesting that establishes you as the authority in your market. And make sure a visitor knows right away what your unique benefit is in your marketplace. Tell them right away what they are going to find on your website, then deliver it.
Your visitors will thank you for it and reward you by becoming customers.
Learn more about Industrial Marketing