Last updated on August 25th, 2009
Marketing to manufacturers? Then you should know that industrial buyers are looking online first. Studies show that “90% of industrial buyers go to the Internet at some point during the buying process, and well over 50% start the buying process online,” according to James Soto of b-to-b agency Industrial Strength Marketing.
In a recent article, BtoB’s Vertical Insight Guide reported several interesting facts that should make businesses marketing to manufacturers sit up and take note:
- Buyers are collecting more information online and then contacting suppliers much later in the buying cycle.
- Because of this, detailed product information on your web site becomes much more important. Different people who are all part of the purchase process are looking for information, and you must provide it in order to stay in the circle of choices they are considering.
- When a lead does call, they are much closer to doing business with you than they might have been had they not conducted their own research online, including on your website.
- Getting people to your website requires a mix of traditional media and online tactics such as SEO/SEM. There’s no one best way, since you are marketing to a wide variety of people within the organization. Younger, more tech-savvy employees may be attending webcasts while the older, more senior level often looks to print media.
- Your site content should engage prospects and build a relationship with them. Examples to help with relationship building are white papers, podcasts, online video and email newsletters.
- Don’t do a hard sell in your materials when marketing to manufacturers. Remember, you’re looking to build a relationship. Tailor your message to show how your product/service solves a problem.
- Respect your prospects’ time. Online videos should be less than 2 minutes, webcast talking points 30 minutes or less.
- Consider international buyers. Have your materials translated and keep your brand consistent across borders.