As an industrial company with a great product line, you already have customers that know about it. Yet more out there could become customers but simply aren’t aware of your brand.
In the digital age there are many platforms you can utilize in your marketing strategy; the ones you will use most will depend on where your prospective buyers are. Advertising remains a great way to promote products, but represents just one side of a strong marketing strategy.
This is where a multichannel marketing strategy can yield even better results. A multichannel content marketing is a structured approach of sending the same message with different means across various platforms.
Define the Channels with a Goal in Mind
A multichannel marketing strategy also serves as a bridge between your content on different platforms. The first step is to identify which channels are right for your industrial audience in relation to the goal you want to achieve with your multichannel marketing efforts. For example, if you want to increase brand awareness, you want to spread your name out in places your prospects will see it.
One of the best ways to do this is to talk to those in the industry, whether they are engineers, product managers, or any other relevant role. Find out from them what resources they use for gathering industry information.
- Do they have a go-to industry publication they occasionally read?
- Is there an annual conference or trade show they attend to learn about the latest trends in the industry?
- Where do they look online?
Create Relevant Content
Secondly, you need to have a clear idea of what type of content is relevant to your industry audience. Learn about what’s important to them during their workflow and what challenges they face.
You can go a step further and find out what pinches their interest in their spare time. By learning about their hobbies and other interests, you can intertwine your content with those topics. You never know what an engineer may be searching for in their off hours that could lead them to your content. In a technology-specific environment you can touch on innovative topics, which is especially relevant to engineers and product managers that follow the latest tech advancements.
Executing a Multi-Channel Approach
As you’ve determined which channels you’re going to use and have your content ready, it’s time to execute the multichannel strategy. One of the key aspects in execution is to keep messages consistent in each channel.
Channels can’t exist in isolation — you have to communicate with all team members to ensure consistent messaging and a tailored customer experience. Make sure anyone creating messaging — the content writer, social media manager, video producer and anyone working on strategy — are all up to date with on-going promotions, campaign timings and any other relevant details. Synchronization is vital for executing a successful multi-channel marketing strategy.