Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company. Sales are slow; you need to do something right now to make the phones ring. The directive comes from the top – add more sales people, start working the phones and drop those prices just to book orders.
Uh oh, that isn’t working, something ain’t right! It has always worked in the past but not anymore. Why is that?
Digital marketing for manufacturers identifies invisible buyers
Today’s industrial buyers are in self-serve and self-select mode, making them virtually invisible and hard to reach. They don’t need or want to talk to your sales people to get product information. Your buyers will engage with your sale team only when they are ready.
Hounding them with cold calls or unwanted spammy emails is not going to help them make a more informed decision of selecting your industrial product and/or solution.
Some of the key findings from a research study done by IHS GlobaSpec were:
- 48% of industrial professionals spend at least six hours per week online for work-related purposes.
- 42% percent visit more than ten work-related websites each week.
- The primary uses of the Internet for technical professionals are to find components, equipment, services and suppliers (74 percent); obtain product specifications (73 percent); compare products across suppliers (69 percent); find pricing information (68 percent); and perform research (66 percent).
You need to be where engineers and industrial buyers are actively searching for answers to their problems. You need to be online with digital marketing.