“How can I reach those engineers and operators that drive my top line by purchasing my solutions?” Far and away, that is the question I have been asked more than any other over the past few years. Historically, and by historically I mean pre-Internet, it was a different ball game (and answer) entirely. B2B manufacturers and B2C manufacturers reached and influenced potential customers in almost the same way…. Display and Pitch.
For the past 15 years the shift in how people access information has evolved so dramatically that it’s become increasingly difficult to find an efficient way to influence a potential buyer. Difficult if you aren’t paying attention to how people are now sourcing information.
According to Group M (the world's largest media investment group) 93% of people will do research online before making a purchase. That statistic is not at all surprising and is true in our world whether an operator at a wastewater treatment plant is looking for help on how to handle flow control issues or simply researching what he (or she) is going to binge watch next on NetFlix.
For you the manufacturer, the quickest way to “win” is to be the brand that answers people’s questions better than anyone else. And to do so online. That then leads to being awarded the traffic, mindshare and attention of the engineers and operators within the industry as a whole. Most importantly, in a business sense, brand publishing and content marketing put you in a better position to convert those engineers and operators to customers and drive top line growth.
Below I have outlined 4 basic steps that can help even the most novice company get started in “contenting” their marketing:
This path is not difficult to navigate but like I mentioned above, does require a bit of faith, and a little planning especially if you haven’t changed your marketing approach in the past two decades.The good news is that there is plenty of help out there and it’s easy to find, as is most everything in our content driven world if you just search for it!
Image credit: "internet," DaveBleasdale 2014, used under an Attribution 2.0 Generic license: https://creativecommons.org/licenses/by/2.0/