Management InSites

Social Media Marketing for Industrial Products and Capital Equipment

Despite what some might think, social media is not exclusively for the B2C marketplace. If you associate Web 2.0 with tweens making videos and 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 to avoid it altogether.

Online Avenues

A low-cost, and extremely effective way to piggy-back 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 in to 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.” [1]

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.


[1] https://www.hrmg.agency/the-importance-of-digital-marketing-for-industrial-companies/

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How can we help you?
Contact us or submit a business inquiry online.
Read more
  • To Palletize or Not to Palletize?

    When it comes time to ship inventory to the United States, many foreign companies are unaware of the standards surrounding palletizing their shipments. While it is possible to ship a container oversees without pallets, it might not be the most cost-effective solution, especially when using an established warehouse or 3PL.

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  • The Changing World of 3PLs

    Third-party warehouses (3PLs) have historically provided companies with an invaluable service: the ability to store inventory and ship it out to customers around the globe. These warehouses are experts at packaging products to maximize order fulfillment.

    July 1, 2021
  • International Shipping and Incoterms

    When dealing with shipping internationally, especially from abroad to the U.S., setting the terms of the transaction from the moment the customer requests a quote is incredibly important. To avoid problems, unwanted costs, and even potential legal issues, there should be no room for confusion or ambiguity in the contract you set up with your customer.

    March 8, 2021
How can we help you?
Contact us or submit a business inquiry online.

Social Media Marketing for Industrial Products and Capital Equipment

Despite what some might think, social media is not exclusively for the B2C marketplace. If you associate Web 2.0 with tweens making videos and 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 to avoid it altogether.

Online Avenues

A low-cost, and extremely effective way to piggy-back 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 in to 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.” [1]

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.


[1] https://www.hrmg.agency/the-importance-of-digital-marketing-for-industrial-companies/