CONTACT
I accept the privacy policy

The information you send through this form is of a personal nature and, therefore, we need to remind you of the rights you have in terms of data protection. The responsible. We inform you that your data will be processed by BCM Integra Comunicación as responsible for this website. Purpose. We ask for your name, email and telephone number in this form to be able to answer your question; By sending this information you will NOT be subscribing to any mailing list nor will you receive commercial news periodically. Legitimation. By checking the checkbox that appears above, you are giving your consent for your data to be treated in accordance with the purpose of this form that appears in our privacy policy.

Social media and the industrial sector: where to start

Social media and the industrial sector: where to start

Some industrial companies are still skeptical about the benefits of having a social media strategy. They believe that the characteristics of the industrial sector, with long purchasing processes and complex products, are not compatible with social media.

However, at BCM Marketing we are specialists in industrial marketing and we know that social networks can be a very valuable medium for this sector as well. With an effective digital strategy, it is possible to obtain more contacts than participating in fairs and events or carrying out telemarketing and other traditional marketing actions.

Business opportunities are found on social media channels through groups and pages in which all kinds of targets interact. This is the perfect opportunity to communicate what your company does and how it can benefit them.

The industrial buying process can be boosted on social media using your own weapons. The key is not to use the same strategies that are used with mass consumer products, based largely on impulsive and emotional buying. 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.

Locating potential clients and creating conversations with them will allow us to get more insights about the problems and difficulties they face, so we can attack their pain points more effectively.

 

How to prepare a social media strategy for an industrial company

These are the essential steps to follow before implementing any social media strategy for an industrial company:

  • Define the ideal buyer persona of the company in detail.
  • Establish SMART objectives: specific, measurable, achievable, relevant and limited in time.
  • Plan the contents and create an editorial calendar.
  • Create a corporate blog to share the company's knowledge and information about its products and services.

 

Redefine the industrial buyer persona

Ultimately, decisions in industrial companies are also made by people. And these people are not so different from audiences in other sectors. Time passes, and millennials are no longer just juniors and are now fully integrated into jobs of responsibility. More than 50% of B2B purchasing decisions are currently made by people under the age of 34.

These generations cannot conceive of their lives without social networks, they hardly pay attention to traditional media and 93% of their purchase decisions are influenced by social media (Socialnomics 2020). This also applies to their professional activity.

 

Convert customers into brand advocates

When a company is present on social media with a clear strategy focused on its buyer persona, it can convert followers into customers and clients into brand prescribers.

Most importantly, an industrial company can use social media to implement the most powerful and effective marketing tool: reputation. In the industrial sector, a large part of the agreements are reached thanks to networking, and social media can be an excellent environment in which to network.

 

Frequent doubts

  • Many industrial companies wonder if their market is large enough to take action on social media. The answer is yes. Companies that attack small markets have a greater need to retain customers, and enhance reputation to increase their market share.
  • Can an industrial company generate interesting content? Sure it can, but it takes good content planning to deliver valuable information to your target audience. To do this, it is necessary to know your buyer persona perfectly, adapt the language, etc.

  •  

The perfect Community Manager

Appointing the person in charge of drawing up the strategy and managing the presence of an industrial company in social networks is a decision that should not be taken lightly. It is essential to have a profile that combines specialisation in social media with a deep knowledge of the company, the sector and the buyer persona.

As an agency exclusively dedicated to industrial marketing, BCM Marketing offers companies in the sector its know-how, engineering knowledge, the use of applications for the planned management of social networks, community management services, results measurement, etc. All this taking into account the real insights of the clients and market research in order to generate business opportunities by maximizing the profitability of marketing actions.

 

What are the most relevant social media channels for an industrial company

Twitter, Facebook and even Instagram are channels that cannot always offer great results in industrial marketing. However, for B2B businesses, LinkedIn is the social network par excellence.

 

LinkedIn, the social network par excellence for B2B companies

83% of industrial marketing professionals use this platform to generate content marketing that allows them to capture leads and generate traffic to their website. And the results are excellent. 77% acknowledge having acquired at least one client through social selling.

In addition to the creation of a community around the brand and the dissemination of content, LinkedIn offers the possibility of developing highly effective advertising campaigns.

 

Conclusion

In addition to generating more business opportunities and expanding your network of business contacts, the use of social networks in industrial marketing allows you to generate a brand image and improve search engine positioning. It is definitely the best showcase for your business.

If you are not already taking advantage of the full potential of social media networks, you are losing sales opportunities. Shall we talk?


Technical cookies are strictly necessary for our website to work and you can navigate through it. These types of cookies are those that, for example, allow us to identify you, give you access to certain restricted parts of the page if necessary, or remember different options or services already selected by you, such as your privacy preferences. Therefore, they are activated by default, your authorization not being necessary in this regard. Through the configuration of your browser, you can block or alert the presence of this type of cookies, although such blocking will affect the proper functioning of the different functionalities of our website.


The analysis cookies allow us to study the navigation of the users of our website in general (for example, which sections of the page are the most visited, which services are used most and if they work correctly, etc.). From the statistical information on navigation on our website, we can improve both the operation of the page itself and the different services it offers. Therefore, these cookies do not have an advertising purpose, but only serve to make our website work better, adapting to our users in general. By activating them you will contribute to this continuous improvement. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Functionality cookies allow us to remember your preferences, to personalize certain characteristics and general options of our website, every time you access it (for example, the language in which the information is presented to you, the sections marked as favorites, your browser type, etc.) Therefore, this type of cookies does not have an advertising purpose, but by activating them you will improve the functionality of the website (for example, adapting to your type of browser) and the customization of it based on your preferences (for example, by presenting the information in the language that you have chosen in previous occasions), which will contribute to the ease, usability and comfort of our page during your navigation. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Advertising cookies allow us to manage the advertising spaces included in our website based on criteria such as the content shown or the frequency in which the ads are displayed. For example, if you have been shown the same ad several times on our website, and you have not shown a personal interest by clicking on it, it will not appear again. In summary, by activating this type of cookies, the advertising shown on our website will be more useful and diverse, and less repetitive. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Behavioral advertising cookies allow us to obtain information based on the observation of your browsing habits and behaviors on the web, in order to show you advertising content that best suits your personal tastes and interests. To understand it in a very simple way, we will give you a fictitious example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, activating this type of cookies, the advertising that we show you on our website will not be generic, but will be oriented to your searches, tastes and interests, therefore adjusting exclusively to you. You can enable or disable these cookies by checking the corresponding box, being disabled by default.
To understand it in a very simple way, we will give you a fictitious example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, activating this type of cookies, the advertising that we show you on our website will not be generic, but will be oriented to your searches, tastes and interests, therefore adjusting exclusively to you. You can enable or disable these cookies by checking the corresponding box, being disabled by default.

SAVE

BCM Integra Comunicación, S.L. uses its own and third-party cookies to ensure the proper functioning of the website, collect information on its use and personalize your navigation. Click "Accept" if you accept all cookies.

You can also configure or reject cookies by clicking on SETTINGS
or obtain more information in our COOKIE POLICY.
X