How to do marketing for B2B products or services – manufacturing or industrial sector
Read time: 4 mins
Author: Rosemary Lafferty, Owner of Yellow Ruler Marketing
How to Market a Technical or Industrial Product: Simple Steps for Success
If you’re a business owner with a highly technical or industrial product or service, you might feel that marketing it is very difficult because the product is not “attractive” on social media or perhaps friends and family get a glazed look in their eyes when you begin to explain your product or service!
Key Takeaway: As long as your product solves a problem or improves the work life of people in your target market, there is a way to successfully market it. However, you will need a clear strategy, including a detailed implementation plan, before you commence marketing activities.
Here’s a straightforward guide to help you market your technical or industrial product.
Start with a Clear B2B Marketing Strategy
First things first: you need a written marketing strategy. Having a clear, structured plan will guide every action you take and help avoid wasting time and resources. A marketing strategy consists of 6 broad steps* outlined below. *(There are many other details to a marketing strategy)
- Situation Analysis and Strengths, Weaknesses, Opportunities and Threats(SWOT)
- Objectives
- Strategy Choices, including Target Market Definition, Buyer Persona, Brand Voice, etc
- Tactics
- Implementation i.e. specific Actions recommended
- Control i.e. analysis of results data and adjusting actions where required.
Building Market Awareness for an Industrial or Technical Product: Key Steps to Started
1. Set Clear, Measurable Objectives
You need to define specific goals for your marketing efforts. For example, do you want to increase website traffic by 20%? Generate 50 new leads? Be specific so you can measure success.
SWOT: List all your businesses’ strengths, weaknesses and the opportunities and threats facing your business today.
2. Identify Relevant Search Terms
Think about the search terms your prospects will use when looking for a solution to their problem. Optimize your website for these terms. By doing so, you can attract traffic to your site without spending large sums on advertising. A well-optimized website can bring in leads for years to come.
3. Create Problem-Solving Content from your Customers “Pain Points”
What Are Pain Points?
Pain points are the problems or frustrations that your potential buyers face. For example, if you sell software that makes end-of-year accounting faster, your customers’ pain point is likely that they’re spending too much time on this task. Identifying these pain points is crucial because it tells you what problems your product solves.
Once you understand your customers’ pain points, you can build your content around showing them how your product addresses these problems. The goal is to clearly communicate, “We understand your problem, and here’s how we can fix it.”
4. Tailor Content for Different Stages of the Buying Process
Not all prospects are at the same stage of the buying journey. For example:
– Those at the beginning of their buying journey may prefer a simple infographic that summarizes your solution.
– Prospects who are closer to making a decision might want to dive into a detailed blog post or case study.
Offering content in different formats ensures you’re meeting their needs no matter where they are in the decision process.
5. Share Content Across Multiple Platforms
Once you’ve created your content, share it across all your platforms: website, social media, email newsletters, etc. The goal is to get your message in front of as many eyes as possible.
6. Be Repetitive (in a Good Way)
Don’t be afraid to re-share your content multiple times. People often need to see the same message several times before it sticks. Consistent, repeated messaging will keep your product or service top of mind for your audience.
7. Engage with Your Audience
Social media isn’t just for posting—it’s for interaction. Make sure to monitor your platforms, reply to comments, and connect with people who engage with your posts. Some of these individuals may be your next customers, and building relationships is key to nurturing leads.
8. Schedule and Stay Consistent
Use social media scheduling tools like Buffer, Hootsuite, or OneUp to post consistently. This ensures you maintain your online presence even during busy times, and consistency is critical to staying relevant.
9. Monitor and Adjust
Regularly check the results of your marketing activities. Which posts or campaigns performed best? Which search terms brought the most traffic? Use this data to tweak and improve your strategy over time.
Conclusion
Marketing a technical or industrial product may seem daunting, but it doesn’t have to be. By understanding your audience’s pain points and following a structured marketing plan, you can build awareness, generate leads, and ultimately drive sales. Stick to the basics: set clear objectives, create helpful content, engage with your audience, and be consistent.
If you’re ever in doubt, don’t hesitate to consult a marketing expert to help refine your strategy—sometimes, a little guidance can go a long way in making your efforts successful.
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