What Is The Role of Advertising in Industrial Marketing in 2019?
Advertising was never about just increasing sales. Increasing brand awareness, reaching a larger audience, and establishing trust, are just a few of the reasons organizations are traditionally advertising for.
In the context of modern industrial marketing, advertising occupies a similar space. But this is where the similarities end. The advent of technology makes a big difference in if, why, and how industries advertise today.
Should industrial companies consider advertising in their marketing budget? We think so. Read along to find out what we believe is the modern role of advertising in industrial marketing.
5 Reasons to Advertise in Industrial Marketing
1. Increase Brand Awareness
Very few things guarantee brand persistence like remarketing campaigns. These are the repeatable ads you see following you around the web after you visit a certain page. They are a great tool to make your brand look big. A word of caution though: don’t overdo it with remarketing campaigns. They can sometimes be perceived as a pressing tactic and make it backfire.
2. Expand Audience Reach
Promoting your content on social media is a great tactic to enter a new market or expand your audience. And since it only requires to know how – and a bit of planning – it is a very cost effective method as well. Platforms like LinkedIn have made reaching out to new and targeted audiences easier than ever. You just need a solid social media strategy and great content that gets your message across.
3. Accelerate Sales
We’ve all been there. Standing on the fence, needing just a little push to help us make a purchasing decision. It’s the same with industrial companies decision makers. And strategic use of ads can greatly accelerate their buying decisions. To achieve just that, you must follow both new leads and existing sales opportunities. Showing them targeted case studies and branded content will greatly affect their purchasing decisions to your benefit.
4. Generate Hot Leads
It’s no accident that Google Ads have become the new advertising standard. Tools like AdWords and Analytics allow advertisers to target audiences with pinpoint accuracy. Coupled with the appropriate keywords for your field, these ads can generate hot and relevant leads. However, as simple as it may sound, defining the most appropriate keywords requires advertising to know how.
5. Test New Marketing
Marketing and advertising can drain your budget as fast as you allow them to. You should direct resources only to marketing that is effective for your case. That’s why it’s important to be able to test before deploying a new marketing strategy. And this is a significant advantage of online advertising: it offers fast testing and measurable results. These are your tools to check which advertising strategy works and direct your resources to the one that yields the best results.
Targeting the Right Audience
In marketing, it is often said that “if you’re talking to everybody, you’re reaching nobody”. Meaning that a targeted approach is always effective. After all, advertising is yet another tactic to accelerate marketing results; and targeting the right audience is the best way to achieve just that.
But it can only work if you know who your audience is. So the first thing to do is define your customer persona. Following that you need to tailor a solid marketing strategy. Only based on this strategy can you lay down actionable marketing and advertising plan. This will be your guide to delivering content that creates value for both you and your potential customers; which is what will truly accelerate your business.
Do you want to create a solid industrial marketing strategy?
ABOUT THE AUTHOR