Why is Social Media effective in Industrial Marketing?
Posted: Sun Jan 19, 2025 9:52 am
Skeptics about the use of social media in the industrial sector? Throughout our experience at Connext , we have worked with various companies in the industrial sector and we have heard all kinds of opinions from some clients who are skeptical about the use of social media, mainly due to the characteristics of the industrial sector. Therefore, in this post, we argue why social media marketing is essential in this type of company .
Social Media in Industrial Marketing works
According to the latest study by Millward Brown Digital, almost 50% of B2B purchasing decisions are made by people between 18 and 34 years old , i.e. “ Millennials ”. These generations are totally used to moving through social networchristian churches email address lead telemarketing or other traditional marketing actions.
These results are due to the fact that in industrial companies the purchasing processes are complex and require time and knowledge, so locating potential customers and creating conversations with them will allow them to obtain more information about possible solutions to their problem, thus reducing uncertainty and generating a direct link. Thanks to the different digital tools, it is possible to communicate the differential value of the most complex products and services, and show users what uses and benefits they have.
Nowadays, the main question that many Spanish companies working in this sector are asking themselves is whether their market is large enough to carry out actions on Social Networks. The answer is yes, absolutely yes. Companies that target small markets have a greater need to build customer loyalty and promote WOM to increase their market share.
From users to brand lovers
When a company makes use of social media and opinion platforms based on a clear strategy, especially focused on buyer personas, they can become brand lovers or prescribers. Why is this concept so important? Because in the industrial sector, most agreements are reached through networking, and through these groups of loyal followers, the most powerful and effective marketing tool for any company is put into action : WOM (Word Of Mouth).
It is true that in impulse purchase products it is easier to generate loyalty since the consumer is governed by emotions and stimuli, however, in industrial purchasing processes, it is possible to generate this same effect if the real insights of the users are taken into account.
Through market research, planned content management and results measurement, we will succeed in seducing these users who, thanks to their role as evangelists, will generate business opportunities .
If you also want to speed up the purchasing cycle, these 3 digital tools will be your best allies.
Can an industrial company generate interesting content?
The truth is yes. Through good content planning , it is possible to offer interesting information to the target audience. To do this, it is necessary to know your buyer persona perfectly (knowing what needs they have, how they think, where they interact, what language they use...). This is the only way to move in the right environment and focus each action to maximize its profitability.
Many industrial companies think that business opportunities are not found on social networks. However, in each social network there are groups and pages in which your target interacts. This is the perfect opportunity to communicate what your company does and how it can benefit them.
The latest study by the Content Marketing Institute shows the true impact of Social Media actions in Industrial Marketing on business development and activity.
Social Media in Industrial Marketing works
According to the latest study by Millward Brown Digital, almost 50% of B2B purchasing decisions are made by people between 18 and 34 years old , i.e. “ Millennials ”. These generations are totally used to moving through social networchristian churches email address lead telemarketing or other traditional marketing actions.
These results are due to the fact that in industrial companies the purchasing processes are complex and require time and knowledge, so locating potential customers and creating conversations with them will allow them to obtain more information about possible solutions to their problem, thus reducing uncertainty and generating a direct link. Thanks to the different digital tools, it is possible to communicate the differential value of the most complex products and services, and show users what uses and benefits they have.
Nowadays, the main question that many Spanish companies working in this sector are asking themselves is whether their market is large enough to carry out actions on Social Networks. The answer is yes, absolutely yes. Companies that target small markets have a greater need to build customer loyalty and promote WOM to increase their market share.
From users to brand lovers
When a company makes use of social media and opinion platforms based on a clear strategy, especially focused on buyer personas, they can become brand lovers or prescribers. Why is this concept so important? Because in the industrial sector, most agreements are reached through networking, and through these groups of loyal followers, the most powerful and effective marketing tool for any company is put into action : WOM (Word Of Mouth).
It is true that in impulse purchase products it is easier to generate loyalty since the consumer is governed by emotions and stimuli, however, in industrial purchasing processes, it is possible to generate this same effect if the real insights of the users are taken into account.
Through market research, planned content management and results measurement, we will succeed in seducing these users who, thanks to their role as evangelists, will generate business opportunities .
If you also want to speed up the purchasing cycle, these 3 digital tools will be your best allies.
Can an industrial company generate interesting content?
The truth is yes. Through good content planning , it is possible to offer interesting information to the target audience. To do this, it is necessary to know your buyer persona perfectly (knowing what needs they have, how they think, where they interact, what language they use...). This is the only way to move in the right environment and focus each action to maximize its profitability.
Many industrial companies think that business opportunities are not found on social networks. However, in each social network there are groups and pages in which your target interacts. This is the perfect opportunity to communicate what your company does and how it can benefit them.
The latest study by the Content Marketing Institute shows the true impact of Social Media actions in Industrial Marketing on business development and activity.