Despite what some might think, social media is not exclusively for the B2C marketplace. If you associate Web 2.0 with brands selling lipstick and clothes, then you are only seeing a very small part of a much bigger picture. While the social marketing strategy of industrial products and capital equipment must be managed differently than that of typical consumer products, it doesn’t mean avoiding it altogether.
A low-cost, and extremely effective way to piggyback on other traditional marketing strategies (see “Do Industrial Products and Capital Equipment Need Traditional Marketing Tactics?”) is to make use of the Internet. Building up and maintaining an accurate email list of customers and potential clients is key. Sending out weekly or monthly e-newsletters to your list can keep people abreast of news, updates, and changes to your company. You can offer specials or highlight new products to an audience that is already primed to hear your message since they have theoretically opted into your list. Rounding out the newsletter with beautiful, up-to-date images of everything from products to your factory to happy employees at work can make a marked difference in how the market perceives your brand.
You can (and should) continue online activities through social media channels. Having a strong social media presence, whether you manufacture an everyday commodity or a highly-specialized machine, is important because it can result in more traction from organic searches.
Without an online presence in the industry, an industrial company would miss out on key opportunities. “A manufacturing company looking for a new supplier might ask for a recommendation on LinkedIn. Armed with a short list of candidates, the buyer might look at profile pages and collect feedback, all before making that first contact. If an industrial company hasn’t set up a well-rounded and engaging online presence, buyers are likely to look elsewhere.” 
Include social icons in all your communications (including on your website) to alert the public to your various pages and accounts. Be sure to keep the messages across all platforms current and consistent.
Investing in a marketing plan for an industrial company can pay off in spades over time. Relying on word-of-mouth and a rudimentary approach to brand image, on the other hand, is a risk that you might not be able to afford to take.