13 Digital Marketing Strategies for Industrial Businesses to Boost Sales

Intro

Trade shows. Cold calls. Print catalogs. Are you sick of these traditional industrial marketing methods delivering lackluster results to grow your sales?

As digital transformation sweeps across the globe, it's time for industrial companies to jump on board and revamp their marketing game. When 81% of buyers conduct online research before making a purchase, it’s clear that digital marketing strategies are the new catalysts for business growth with Due North.

In this guide, we'll unravel 13 potent digital marketing strategies designed to put your industrial business on the digital map. We'll explore everything from website optimization to content creation and search engine optimization (SEO).

Are you ready to drive more leads, boost sales, and steer your industrial business toward uncharted territories of success? Let's get those wheels turning!

1. Optimize Your Web and Mobile Experiences

Just like a well-oiled machine is vital for smooth industrial operations, a finely-tuned website and mobile experience form the bedrock of a successful digital marketing strategy.

After all, your website is essentially your digital business card. It’s the perfect medium to educate thousands of people about your brand and services. So, start by optimizing your website to ensure a seamless user experience across all devices.

Your website needs to:

• Respond to various screen sizes (think mobile, laptop, and desktop)
• Look appealing and professional
• Load in three seconds or less (according to Google)

Thankfully, you can check your website’s performance using Google’s PageSpeed Insights tool.

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Just as you'd make your physical storefront inviting, clean, and informative, your website needs to reflect your brand's professionalism and credibility. Oh, and it should be easy for buyers to quickly find what they’re looking for.

For example, Penn Tool Co. adds a search bar at the top of its homepage so users can seamlessly search through their robust catalog of power tools. They also incorporate a navigation menu to guide users to the most popular pages on their site.

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Simple navigation reduces friction in the user experience, which keeps them on your site longer. And the longer users stay on your site, the more likely they are to make a purchase.

Oh, and let’s not forget that more than half of global internet traffic comes from mobile devices. That means a significant portion of your potential customers are likely to first interact with your business on their phones or tablets.

So, making sure your website is mobile-friendly can also improve user experience, reducing bounce rates, driving higher engagement, and, ultimately, more conversions. Thankfully, most content management systems (CMS) offer mobile-friendly themes. But it doesn’t hurt to run your site through Google Search Console to double-check your site's compatibility.

2. Create Landing Pages for Each Industry You Serve

To effectively target different industries, create dedicated landing pages tailored to their specific needs and interests.

Each landing page should highlight the unique value proposition you offer to that particular industry. This segmented approach allows you to showcase your expertise and establish credibility, increasing the chances of converting visitors into customers.

When creating landing pages, optimize them to rank highly in search engines by incorporating relevant keywords, meta tags, and images. Use compelling call-to-action buttons that direct visitors to take the desired action, such as asking for a quote or scheduling a consultation.

If you need inspiration, take a page out of CalAmp’s book, a leader in telematics, asset tracking, Bluetooth ELD, dash cam for trucks, and all things fleet management.

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Here’s what they do well:

• Created dedicated landing pages for every industry they serve, even such integration pages like Shopify and Quickbooks
• Proudly displayed these landing pages in the main navigation menu under “Solutions”
• Added a call-to-action (CTA) button in red (a bold color that stands out) so visitors can request a demo

By spending the time to create these industry-specific landing pages, CalAmp caters to the diverse needs of their target audience. The result? A boost in sales across these industries, helping establish themselves as telematics leaders in each sector. Nicely done, CapAmp.

3. Optimize Your Google Business Profile Listing

A Google Business Profile (formerly Google My Business) is a powerful tool that allows you to manage your business's online presence on Google Search and Maps.

So if you don’t have a profile, it’s time to sign up. But don’t worry. It’s free. And it’s a quick and easy way to drive organic traffic to your website, as local business listings appear at the top of Google’s search engine results page (SERP).

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Once you’ve created your profile, there are a few additional things you can do to optimize it for better visibility. Provide accurate and up-to-date information about your industrial business, including:

• Business description
• Business address
• Business hours
• Phone number
• Website
• Photos
• Logos

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Once you have your basic information locked in, turn to your satisfied customers and encourage them to leave positive reviews on your business listing. Positive reviews not only improve your online reputation but also increase your chances of appearing in the local search results.

Oh, and social proof works wonders in pushing website visitors further down the sales funnel. When other people see that buyers are satisfied with your product or service, they’re more likely to feel confident in making a purchase decision.

4. Respond to Negative Reviews Appropriately

Sadly, receiving negative reviews is inevitable for any business, including industrial businesses. However, how you respond to these reviews can make a significant difference in how people perceive your brand.

When encountering negative reviews, take a proactive approach and respond promptly. Begin by empathizing with the customer's experience and acknowledging their concerns. Apologize for any inconvenience caused and offer a solution to rectify the situation.

Here’s an example:

Screenshot by Brandon Lee

A simple response to negative customer reviews can help rebuild trust and loyalty through quality customer service, ultimately driving sales for your industrial business. The presence of a customer service virtual assistant ensures professional customer interactions and active engagement and shields your brand from negative reviews.

5. Create Content for All Stages of Your Sales Funnel

To effectively engage your target audience and guide them through the sales process, create content that caters to each stage of the sales funnel.

Trust us. Your sales team will thank us. Why? Your marketing messages will always hit the mark. And qualified leads will flow straight into your pipeline.

Focus on creating informative and educational content that raises awareness about your industrial products or services. You can use blog posts, industry insights, white papers, page flip animations, and case studies that highlight the benefits and applications of your offerings.

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Switch up your content formats to avoid too much text. Some buyer personas might prefer visuals or videos over lengthy white papers. In this case, you may need to design appealing posters that you can publish within your blog posts.

But the power of visuals doesn’t stop there. You can also repurpose these posters for various social media marketing campaigns, like this throwback poster from John Deere.

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As potential customers move further down the sales funnel, provide detailed content that shows the unique features of your products or services. This content can include:

• Product specifications
• Comparison guides
• Decision tree diagrams
• Customer testimonials

Last (but not least), create content that encourages action, such as:

• Limited-time offers
• Free trials
• Exclusive discounts

Ok, so we covered a lot of different content marketing strategies here. So if your hands are starting to sweat with how much work it’ll take to get this done, there’s a simple solution for you.

Or if writing isn’t your cup of tea and you need help creating more content for your website, you can always leverage an AI-powered article writer to streamline your content production workflow.

After all, why work harder when you can work smarter? By creating content for all stages of the buying journey, you can effectively nurture B2B buyers and drive sales for your industrial business.

6. Humanize Your Brand as Much as Possible

In the industrial sector, it's easy for businesses to come across as impersonal or detached. However, humanizing your brand can make a significant impact on your marketing efforts and connect with your target markets.

Showcasing the people behind your business and sharing their stories can help build trust and establish a personal connection with your target audience.

Consider featuring employee spotlights, behind-the-scenes videos, or interviews with key team members on your website and your social media marketing.

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These small details humanize your brand and help potential customers relate to your business on a more personal level. Don’t underestimate the power of a personal connection. Adding a face behind your brand works wonders in this regard.

7. Try Hosting Webinars

Webinars are an excellent way to position your industrial business as an industry expert and generate leads.

Choose topics that are relevant and valuable to your target audience and offer insights or solutions to their pain points. Promote your webinars through various channels using social media management tools, or include it in your email newsletter, or post it on industry forums.

During the webinar, provide valuable information, engage with participants through interactive Q&A sessions, and showcase your expertise.

At the end of the webinar, offer a special promotion or exclusive content to encourage attendees to take further action. Hosting webinars is a simple way to establish yourself as a thought leader and take your industrial marketing strategy to the next level.

8. Focus More on Account-Based Marketing

Account-based marketing (ABM) is a highly targeted approach that focuses on individual accounts or companies rather than broad audience segments.

When you identify key accounts that align with your ideal customer profile, you can tailor your marketing efforts to address their specific needs and pain points.

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Develop personalized content and offers that resonate with each target account. Dive into account-specific strategies such as personalized email campaigns, one-on-one consultations, and exclusive events.

Account-based marketing is the linchpin for creating stronger relationships and increasing your loyal customer base. Customer loyalty drives repeat sales (music to any business owner's ears).

9. Master Geofencing in PPC

Geofencing is a location-based marketing technique that allows you to target potential customers within a specific geographic area. Setting up virtual boundaries allows you to deliver targeted ads or promotions to users who enter or exit the defined area.

Mastering geofencing in pay-per-click (PPC) advertising can significantly enhance your marketing efforts. Identify key locations where your target audience will likely be present, such as industry trade shows or conferences.

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Create compelling ads with strong calls to action that encourage users to visit your website or contact your business.

10. Get Smart with Local SEO

Local search engine optimization (SEO) is crucial for industrial businesses that rely on local customers.

To optimize your local SEO efforts, start by claiming and optimizing your Google Business listing, as mentioned earlier. That way, you ensure that your business appears in local search results when potential customers look for industrial products or services in their area.

Additionally, focus on building local citations, which are online mentions of your business's name, address, and phone number. Build these citations through local directories, industry-specific websites, and online forums.

Seek out opportunities for local partnerships and collaborations to enhance your local presence further.

11. Use Specific, High-Intent Keywords

When optimizing your website and creating content, it’s essential to use specific, high-intent keywords that align with your target audience's search intent.

Identify the keywords and phrases that potential customers are likely to use when searching for industrial products or services.

Utilize Ranktracker’s keyword research tools to identify relevant keywords with high search volumes and low competition. Incorporate these keywords naturally into your website's meta tags, headings, and content.

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Using specific, high-intent keywords boosts your website's visibility in search engine results and attracts qualified traffic to your website. What’s not to love?

12. Make Sure You Rank for Your Brand Name

While ranking for generic industry-related keywords is helpful, it’s equally crucial to rank for your brand name. When potential customers search for your industrial business by name, ideally, you want to appear at the top of the search results.

To ensure your brand name ranks high on the SERPs, optimize your website's homepage with your brand name in the title tag, meta description, and headings.

Additionally, seek out opportunities for online mentions and backlinks from reputable sources. When you rank for your brand name, you establish brand authority and instill trust in both potential B2B buyers and search engines.

13. Track Leads Down the Sales Funnel

To understand the effectiveness of your marketing strategies, it’s helpful to track leads as they move down the sales funnel. Tracking leads should start from the initial point of contact, such as form submissions or phone calls, and follow all the way through the sales cycle.

To do this, you’ll need to implement a robust analytics system that allows you to track website traffic, user behavior, and conversion rates. And that’s where workflow management software comes into play.

Thanks to the integration of various tasks and databases, the best workflow management software equips your business with the necessary agility and efficiency to navigate the dynamic landscape of digital marketing.

Understanding the ins and outs of your marketing workflows might be the competitive advantage that propels you above the big players in the game. And you’ll simultaneously secure your footing for a long-term digital marketing growth strategy that works.

Key Takeaways

There you have it. The blueprint you need to take your industrial business to the next level.

As you navigate the ever-changing digital marketing arena, remember that consistency is key, and patience is your ally. These strategies might not skyrocket your sales overnight, but with diligence and a commitment to continuous improvement, you'll soon see a significant uptick.

Your journey to digital marketing mastery starts now.