Three strategies for industrial businesses' marketing success

A strategic and well-managed online presence is the key to an industrial business's marketing success in 2020 and beyond. Having a well-structured and modern company website, allowing video marketing to bring your brand to life and leveraging LinkedIn as part of your social media strategy can make all a massive difference to your marketing efforts.

Your company's website: a reflection of your professionalism and efficiency

Your website is often where a potential client gets his or her first introduction to your brand. The first step in any marketing campaign for an industrial company is to ensure that your website is on the cutting-edge of technology. It needs to be modern, easy to navigate and responsive, which means that it displays correctly whether being viewed on a computer or a mobile device. A great example of an industrial company in South Africa whose website is working for them is Air Products. Thanks to the user-friendly tabs at the top of the site, it is quick to ascertain which industries the company serves, what products they have available and what the supply options are.

Air Products also provides a great example of a clean and professional logo and clear images. The website is aesthetically appealing and well designed in every regard. By creating a website of this standard, you create an invitation for would-be clients to interact with your brand.

Video marketing says more than 1000 words

Whether posted on your website or on social media, videos are a powerful weapon in your marketing arsenal. Globally speaking, research shows that in 2020, 92% of marketers include video as an important component of their marketing strategy. Back in 2015, this figure was at 78%, and it is sure to continue to grow.

Videos can take the form of an "explainer" video, introducing some aspect of your company. Mpact, Southern Africa's largest paper and plastics packaging and recycling business, has used this to great effect to introduce their circular economy approach.

Another popular form of video marketing for industrial companies involves a virtual tour, giving viewers a glimpse into how their products are made or how a machine works. To provide a local example, BMW has released a video from their 3 Series F30 factory in South Africa, showing a fast-forwarded representation of a metal shell being transformed into a luxury car.

Where social media meets the industrial world

The importance of Facebook for businesses has been widely discussed. Less has been said, however, about the value of LinkedIn for industrial enterprises. A LinkedIn presence can be your ticket to not only finding and attracting the right staff, but to becoming known as a thought leader in your industry and solidifying your reputation. The number of South Africans using LinkedIn is growing exponentially, with at least 8 340 000 local users as of October 2020. A growing number of local professionals use this platform to keep up to date with industry discussions, and by leading these discussions and maintaining an active profile, you can establish yourself and your company as industry experts who care.

For example, PETCO, the South African PET Plastic Recycling Company recently took to LinkedIn to discuss their recent involvement in National Clean-up and Recycle Month. In a time in which environmental concerns are paramount, PETCO has used LinkedIn to showcase their commitment to the cause. Using a similar strategy, LG Electronics recently shared a link to an article in their newsroom discussing their collaboration with Net-a-Porter to launch a sustainable clothing collection. Another brand well known to South Africans, Johnson & Johnson, recently posted an extremely topical video discussing the racial inequalities that have been exposed by COVID-19. In doing so, they leverage their LinkedIn presence to show that they are a company who cares.

Before you can cement your online presence, you need to cement your physical presence by finding the right premises. 3Cube Property Solutions is committed to connecting business with property, and the team will find you the ideal premises in Gauteng. Contact us for more information.