Face-to-Face Meet Facebook: Digital Marketing for Industrial Businesses

There are two kinds of marketing. Consumer retail, filled with fluff like beach front fantasies and lots of beer, super discount tweets, social media pages, and big banners at sporting events.

Then there is industrial marketing, with specialized knowledge, print ads in trade publications, full-color brochures, and the friendly guy at the trade show who always remembers your name. Industrial marketing could be described as a face-to-face supported with quality print.
Or we could say, that industrial marketing is face-to-face, rather than Facebook. "Really," you ask, "who is going to be thrilled about getting a Tweet about new pipe material that is lighter and stronger? Who expects a Tweet, over drill bits or inventory control?"

At least one person cares a lot about product improvements, special offers, new technologies, and cost cutting measures...your customer.

Marketing experts, like Kerry O'Malley, President of Marketects Inc., say that social media, like Linked In, Facebook, and Twitter, should all have a place in your marketing. Digital media has grown beyond the old-fashioned web page, to include all kinds of social media and content.

"There was a time," O'Malley adds, "when media like Twitter were regarded as strictly consumer oriented. Twitter was for teens following the Jonas Brothers or their favorite sports stars. As these media tools matured, we found a lot more possibilities.

‘Picture having customers or investors follow along on Facebook or Twitter, as a new well is drilled. Imagine being able to offer short-term, today-only, discounts to your customers, because of an unusual one-day-only circumstance. Announce important industry news. Back in the old days of strictly paper and trade shows, you couldn't capitalize on sudden, real-time opportunities, because cost and time lags made it impossible."

The difference between retail and industrial marketing is a matter of approach. Retail is based on impulse purchases and emotion. Industrial marketing can use the same social media, with an industry-centered informative approach. Think of it as an insiders' club, transmitting valuable information throughout the network, one that includes, employees, suppliers, share holders, distributors, and customers.

The key to good marketing has always been rapid accurate communication. It's no different today. Digital will always beat paper and face-to-face when it comes to ease, affordability and speed. Done right, with a strong supportive mix of traditional media, social media can build stronger bonds and links to your customer base.

Communicate well, use the best media for the message. That's the key to growing any business, industrial or otherwise.

Kerry O'Malley is the Founder and President of Marketects Inc., in Houston, Texas. She is a certified specialist in social media, with over 25 years in B to B, industrial marketing communications. Find out more about Marketects Inc. at, www.marketectsinc.com, or call her directly at 281-360-1850.