Top Industrial Marketing Trends to Follow this Year
As industrial marketing becomes increasingly popular, it also evolves both contextually and technologically. At the same time, marketers keep adapting and new online channels are emerging, while existing marketing concepts are maturing.
With all of this change, keeping up with the current marketing trends can be challenging. Even more so for industrial marketing, where things get even more specialized. In this article, we present our top 6 picks for the most important industrial marketing trends to follow this year.
Current Top Industrial Marketing Trends
1. Specialized Content Marketing
One of the most important industrial marketing principles, content marketing for industries is becoming more specialized. The trend is moving from generalized “marketing speak” to presenting technical information in a concise, easy to understand manner. This type of technical and informative content is found to be effective for all different types of content formats: professional articles, videos, podcasts, and webinars.
2. Smart Lead Qualification
We are increasingly seeing more companies investing in smart CRMs, powered by artificial intelligence for lead qualification automation. These systems help in identifying qualified leads from early on in the process. When companies increase the effectiveness of their marketing and sales efforts in this way, they are able to allocate resources towards leads that are more likely to convert to paying customers.
Marketers are increasingly serving prospects with personalized content, rather than the traditional one-size-fits-all approach. Personalization tools can target content depending on personal information such as demographics, interests, and other profiling criteria. This type of targeted content resonates more with the audience, resulting in increased engagement.
4. Offline & Online Working Together
The benefits of participating in trade shows and industry meetups is multiplied when they are coupled with online marketing activities. Firstly, targeted online marketing efforts before a trade show can increase the effectiveness of the trade show. Secondly, by adapting and customizing online marketing after a trade show, a company will have an even stronger impression on their target audiences. When offline and online marketing activities are in sync, a company is able to optimize their effects and provide maximum returns in both cases.
5. PR & Influencer Marketing
Companies are increasingly turning to PR techniques for online marketing. For example, a manufacturer will select middle to high-level managers to publish guest posts on industry trade magazines. Another technique is involving renowned celebrity professionals in their marketing to strengthen their brand.
Even though industrial manufacturers do not sell directly to consumers, there is a trend to focus some of their marketing activities to the end customer. The aim is to educate and influence consumers in order to create demand in their market.
Although we see a technology shift in the industry, what most industrial companies still lack is a clear marketing strategy and an actionable plan. Moreover, there are so many marketing possibilities for industrial manufacturers to choose from, making the structuring of a strategy that much more difficult to implement. This is where StepUp comes in, having worked with industries in diverse fields, from mining equipment to medical device manufacturers. Contact us for a free consultation to hear how we can help you conceive and implement a solid online marketing strategy plan, tailored to your industrial field, needs, and budget.
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