Industrial Advertising | A Guide On Options And Benefits

Marketing is a vital way to connect with your customers to educate them about a product or service, build your company’s reputation, increase sales and leads, and facilitate lasting relationships. Marketing is the fasted way to grow your business and keep revenue flowing.

You can have business-to-customer (B2C) and business-to-business (B2B) marketing strategies, dependant on the type of business you have. For B2B companies, industrial advertising is a staple to create your best marketing strategy. By creating a solid marketing strategy and campaign, you can quickly get your ads in front of the manufacturers you sell to.

To learn more about industrial advertising, the marketing options you have, and the benefits it offers, keep reading.

What is Industrial Advertising?

Industrial advertising is a strategy that places your promotions (ads) in front of companies that will use them in their business. For example, a raw materials company selling to a manufacturing company. It also refers to B2B advertising in general.

There are many types of advertising options and marketing strategies available in today’s digital world. Both traditional and digital marketing offers a variety of platforms for you to reach potential customers. With industrial advertising, there are traditional and digital marketing options.

Traditional options:

• Tradeshows
• Business fairs
• Industry publications
• Direct mail
• Cold calling
• Referrals
• Newspapers
• Magazines
• Radio
• Television

With digital marketing, you expand your options and capabilities a bit. Those options include:

• Email marketing
• Content marketing
• Video marketing
• Facebook
• LinkedIn
• Instagram
• Blogging
• Google

The major difference between traditional and digital marketing is that digital marketing allows for very targeted ads. And with daily insights, you can easily adjust campaigns that aren’t working. Traditional advertising doesn’t offer that.

As a business owner, you have a lot of options to choose from. It’s best to create an entire marketing strategy before selecting the specific platforms you will use.

Why Industrial Advertising?

Industrial advertising offers a unique method to reach customers by showing them exactly what your goods can help them with. As a form of communication with industrial markets, it’s important you understand the language they speak.

To thrive in the industrial advertising space, you need to know your customer. Understand their needs, their challenges, and the value your product will bring their company. You need industrial marketing because it’s a form of marketing that allows you to look at your business from the customer’s point of view. You can create targeted ads to show you know how to satisfy your customers.

Now that you’ve determined industrial advertising is the right move for your business, you need to decide on the type of campaigns you will create.

Types of Industrial Advertisements

You have a variety of options with digital marketing, and the industry changes every day as new technologies and strategies appear.

There are a few options that are not going anywhere anytime soon, so they’re a safe introduction to industrial advertising. They include:

• Google PPC
• Google Display Ads
• Retargeting
• Facebook Ads
• LinkedIn Ads

Promoting your products through retargeting, on Google, or across social media sites is a surefire way to get them in front of decision-makers. Keep reading for the benefits of each option.

Benefits of Industrial Ads

Each option of industrial advertising has its unique capabilities. Below, we’ll break down each type of industrial advertisement and how it will benefit your company.

Google PPC

Google pay-per-click (PPC) advertising is exactly what the title implies. You only pay for the ad if someone clicks on your link.

With this marketing strategy, you can get immediate results. Your ads are placed in front of your audience across search engines. Having a solid search engine marketing campaign can make all the difference in your results.

A key benefit of Google PPC campaigns is that you can revise and optimize the ad as you go, so you aren’t wasting money on something that isn’t working. You can create a broad or very narrow ad depending on the keywords you select. The price of this option varies, but you can determine the bid for each click. The higher the bid, the higher your ranking.

Google Display Ads

Google display ads are shown to website visitors across the Google Display Network. This means your ad isn’t just shown on Google searches; it can show up on any Google-owned website. By expanding your reach past Google searches, you have the ability to reach new audiences in several places.

You can create targeted ads with your campaign goals in mind. You can focus on driving sales, generating leads, increasing website traffic, or building brand awareness. This type of ad uses machine learning to target and place bids, meaning your campaign is continuously optimized.

You can reach new audiences through segmentation, automated targeting, and responsive displays that work on whatever device your potential customer is using. With this many options, it’s easy to create a targeted and optimized display ad with Google.

Retargeting

Every day, many visitors browse websites and leave without purchasing anything. That’s tons of potential sales just gone. Or is it? This is where retargeting comes into play. Retargeting is where you create a campaign that will remind those visitors of your product or service.

This strategy can be used on several platforms, including Google, Facebook, and LinkedIn. Customers are more likely to revisit your brand and buy something if they feel like they know you.

The benefit of retargeting is that allows you to initiate the relationship, building a solid foundation for a potential customer. It can also help you foster relationships with existing customers by reminding them of your business or informing them of new launches.

You should use retargeting if:

• You have 100+ visitors a month
• You’re promoting bestsellers
• Introducing a new collection
• Need to move inventory
• Need to build brand awareness

Today’s digital world has allowed mostly everyone to be retargeted at some point or another. Can you remember a time you saw ads for a company after you visited a link or their website? Did it work? Did you purchase from them? Retargeting can be more cost-effective than other marketing strategies.

Facebook Ads

Facebook ads can be one of the best marketing tools available to businesses of all sizes. Facebook ads allow you to target segmented audiences to increase ROI, generate leads, increase web traffic, and build brand awareness. This ad option enables you to narrow down the demographics of your audience by age, location, sex, and behavior. With such targeted ads, you’re bound to find your customers on Facebook.

Facebook ads can be overwhelming and a little hard to understand at first. Once you have created a strategy that works for you, it might be best to choose an outsourcing marketing agency to manage your Facebook ads. By outsourcing, you don’t have to learn the ins and outs, there is less room for error, and you’ll get results faster.

Facebook ad pricing varies. You can set daily or overall budgets for your campaign. You can also choose a selected timeframe or an ongoing ad.

LinkedIn Ads

LinkedIn is the social media site for businesses and professionals, so it has to be a part of your industrial marketing strategy. LinkedIn makes up 50% of all social traffic going to websites. Who wouldn’t want in on that?

B2B marketers have an expansive audience when advertising with LinkedIn. You can build your network, facilitate relationships, generate leads, position yourself as a thought leader, and engage audiences.

93% of marketers say LinkedIn is the best B2B site.

But like with Facebook, creating targeted ads can take some time to learn. There are several options when creating LinkedIn ads. You can pick three different distribution goals for your ads:

• Cost per view
• Cost per click
• Cost per 1,000 impressions

But before you choose your distribution goal, you should determine the type of ad you’ll be placing. Options include:

• Sponsored content
• Sponsored InMail
• Text ads
• Video ads

Once you’ve chosen the specifics of your ad and how it will be distributed, you can create compelling content to get new customers! The price of LinkedIn ads will depend on which distribution option you choose.

Dos and Donts with Industrial Marketing

You now understand what industrial marketing is and the benefits of several advertising options. But what are the best practices? How can you make the most out of your campaigns?

Read on for some dos and donts.

Do: Show Features vs. Benefits

Features are the capabilities your product offer what your product does. Benefits show customers how the product will change their lives. Benefits show the value your product brings.

It’s important to distinguish the two. To translate your features into benefits for the specific market, you are targeting.

Don’t: Go In Blind

As with any marketing strategy, it is important you understand your results. And if you don’t understand how to read results, you either need to learn or hire someone to help you. Marketing can get very expensive very quickly, and if you aren’t creating ads that have a good ROI, you will be losing money.

You can hire a marketing agency to help with your marketing strategy. As experts, they will know exactly what to do and how to optimize your ads, so you see positive and revenue-generating results quickly.

Do: Market Research

You need to understand the audience whom you are targeting. Understand their business needs and challenges so your ads can show them you will fix these problems. By conducting thorough market research, you will have a firm grasp of what your customers need and how to target your ads.

Don’t: Copy Competitors

This one is actually a do, and a don’t. What competitors do sometimes works.While you can copy the idea and make it your own, it’s important you craft the strategy into your idea that meets your specific needs. Just copying exactly what they do will not work. It might leave a bad impression on customers if they realize what is happening.

Getting Started with Industrial Marketing

You’ve set your strategy. And now you are ready to implement your campaign! Or are you? Do you truly understand your digital marketing strategy? Can you read insights? Do you know how to optimize a campaign?

How to Choose a Marketing Agency

Ok, you’ve determined an outsourced agency is the right decision for your company. How do you pick one?

You’ll need to consider a few things:

• What do you need?
• What do they offer?
• Your budget
• Do they understand digital advertising?
• Do they understand industrial marketing?
• What do their customers say?

By having an agency design your marketing strategy, you are allowing experts to craft a marketing tactic that will work for your business. Digital marketing is a key component to a successful marketing strategy, and you need to hire an agency that truly understands all it involves.

Such as:

• SEM
• SEO
• Website optimization
• Branding
• Targeting
• Remarketing
• Metrics and insights
• Social media marketing

If the agency you are looking at doesn’t understand all of these key areas, then you need to keep looking.

Reap the Benefits of Industrial Marketing with David Taylor Digital

If you’re ready to get define and launch your industrial advertising campaign, we at David Taylor Digital are ready to help you. We offer a variety of services to meet your unique business needs. We can help you increase brand awareness quickly while generating more leads and securing new customers.

We’ve been in business since 2007 and are a top digital marketer with years of expertise. Contact us to get started today.