Industrial Digital Marketing 

The difference between the marketing of industrial products and nonindustrial products is that industrial businesses are more highly specialized and technical than many B2C or other B2B businesses, often offering customizable solutions that can complicate online discovery.

Industrial businesses need to have content that is in-depth about specifications, requirements, and processes to rank better in Google. They also should offer quotes for these configurations online. Additionally, the overall industrial digital marketing strategy, analytics, and criteria for success must consider a longer sales cycle. 

Industrial companies need a well-designed website with helpful content to act as a 24-hour sales team member, able to answer as many customer questions as possible. SEO (search engine optimization) and PPC (pay-per-click advertising) then drive traffic to this site, allowing your business to get found by potential customers. To be effective, an industrial internet marketing agency is needed to implement an analytics program that tracks the performance of all strategies to test, adapt and find more business opportunities.

Industrial businesses need a search engine optimization (SEO) strategy that populates their specialized and technical products into the search results of potential customers. Challenging keyword variation and ongoing changes to search algorithms require strategies that can withstand the volatile technology behind search engines. 

Many users are more likely to visit a website they see more than once on a search result page. Even if you are using paid search, appearing in organic search results gives you added visibility and a chance to provide more information about your business. This type of industrial web marketing is done through content, including imagery and definitional content that populates the "People Ask" sections.

There are over 200+ ranking factors to take into consideration when working with industrial digital marketing. We use the B-SMART Method® as the foundation of our strategies because it allows us to identify the best ways to reach your specific audience.  

Here's an example of how the B-SMART Method® finds your target audience:

• Original Keywords in Use: Fabricator, Custom Fabricator, and Metal Fabricator
• Company Capabilities: Aluminum and stainless, fabricating large parts
• B-SMART Analysis: This company shows up in "fabricator” results in traffic for metals, such as carbon steel, and for plastics including Delrin and Kynar. Since these results are not relevant to this business, users who are searching for “fabricator” or "custom fabricator" may be less likely to turn into a new customer. 
• B-SMART Solution: By targeting terms like “316 stainless fabrication” or “aluminum 42-inch fabrication”, the business will show up in the search results for phrases aligned with their products and services.

Paid Search (also known as PPC, Pay Per Click, or SEM) is an important part of industrial digital marketing strategy because it allows you to target the online users looking for the products or services you offer. There are usually a few ads at the top of a search results page and additional ads further down the scroll, which takes up a large amount of page real estate. E-commerce sites can benefit from being placed in the shopping ads seen in search engine result pages in addition to traditional paid search areas. 

We use the B-SMART Method® here just as we do in SEO, making sure your industrial products and services are at the top of specific search results your customers use.