How to combine your marketing techniques for industrial property
Marketing techniques vary from industry to industry and, arguably, from year to year. However, like a well-made costume, the best marketing techniques never go out of style. Compelling storytelling, intriguing titles, and standout imagery are just a few effective techniques that have stood the test of time.
Yet, gaining ownership of the industry and becoming a market leader requires skills and aptitude to be at the cutting edge of technology. No good company or brand today is all about the odds. And if they’re coasting, well, they probably won’t be around for too long. Do you remember Blockbuster, BlackBerry or even Myspace?
Successful and impactful business leaders are committed to their work and can dominate an industry because they put time and energy into it. So where to start ?
First, it is essential to combine several techniques to reach consumers on various platforms. That said, there are three underlying marketing techniques to keep in mind, regardless of your industry. Creating high-quality content, strategically placing it, and aligning it with your brand’s overall goal or intent is a winning combination in gaining traction and owning the industry.
Consumers spend over 7.5 hours a day consuming multimedia content. Making a great first impression starts with high-quality, well-executed content.
No one likes to be misled, especially online consumers, so it’s important to make sure all content is both thoughtful and concise. Content should always be edited for grammar (proofreading, proofreading, proofreading!) And free of unnecessary and superfluous information. Think clean and lean rather than complex and detailed.
The copy should add to the conversation and provide takeaways and thoughtful solutions. Such content will attract more visitors to your site and build brand credibility.
Value-added content can also lead to backlinks from other high authority companies and media. It only takes a few backlinks to attract more viewers and therefore more consumers to your site.
Once your content is up to the task, it’s time to think about where you’ll place it. How will consumers access this worthy information? Is the content better designed for a blog post on your site, or will it receive more traffic and engagement if you post it on a social platform or send it through a branded newsletter? Do consumers expect this kind of information or is it something entirely new?
Answering these types of questions can be helpful in developing your content strategy and maximizing site content. You will likely have a number of platforms to choose from when it comes to content creation and distribution. What works well on one platform won’t necessarily work well on another.
Fortunately, the subject does not have to be entirely different. Rather, you just need to tailor the way you deliver content to better serve the particular audience of a platform.
Take LinkedIn, for example. Press releases, business news, and white papers tend to perform well here, which makes sense. Users come to LinkedIn expecting to consume business and industry updates. On LinkedIn, your white paper outlining a bold new product development strategy could cause a stir.
This whitepaper is unlikely to generate the same interest on Instagram, as the platform’s audience is looking for images and video content. What might work well on Instagram is an infographic or video highlighting a particular aspect of the whitepaper, such as a catchy statistic or a fascinating lesson learned.
Adaptability is part of strategic thinking. Creating a flexible content marketing plan ensures that your content is responsive to the ever-changing news cycle, market, and other factors relevant to your industry.
Finally, creating content to maximize alignment with the purpose of the business or brand is essential for surviving the competition. Just as track runners have to stay in their own lanes, so do brands. A brand cannot – and should not – do everything and be everything for consumers. Companies should have a specific goal and make that goal known in their mission and value statements.
The easiest way to stay focused is to use a set of targeted keywords. What words do you want your audience to associate with your business? Start by thinking about the keywords that make the most sense, then check this list of words by doing some Google research. (This is also where Google Ads Keyword Planner can come in.)
Are competing brands among the top search results? If so, you have your work cut out for you. To increase your own rankings, you will need to start developing content that matches those SEO keywords. Doing analysis and research on competitors can also be helpful in determining which specific keywords match up best.
Remember to keep it simple: no one goes to Google with a thesaurus in hand. The best SEO keywords are usually short, simple words or phrases. For example, choose “keto snacks” rather than “healthy high fat food choices”.
Industrial property will not happen overnight. Some marketing techniques will work better than others, and some may not work at all. This is to be expected.
It takes investigation and persistence to truly understand the needs of consumers, meet them where they are, and be there for them when they seek information or help. If you can achieve these goals, you will be well on your way to owning your industry.