Of audience and the type of media used to convey the information. When the company has the resources, it plans an editorial strategy adapted to each social network: Facebook , Twitter , LinkedIn , Pinterest , Vine , Instagram or Snapchat… To conclude, let’s keep in mind that the b2b content strategy is part of a more global inbound marketing strategy. The objective is not only to promote the referencing of its site or blog, but to establish a relationship with its future customers or prospects by offering them useful content when they are looking for it. Digital transformation in industry “Persona”, “inbound marketing”, “landing pages” , these digital “swear words” have come to revolutionize.
Industrial communication in recent years. The B2B customer has also changed, he is rethinking his way of buying, obtaining information and his relationship Bolivia Email List with his suppliers. The first challenge lies in the ability of manufacturers to review their approach to the customer, despite a still (very) strong catalog culture, there are ” big transformation efforts that must be made, many managers are aware that transformation is necessary, however on the ground, it is not always easy to implement ” and adapting is already a challenge in its own right. Familiarization with new techniques and these new digital professions is essential.
Which Will Allow You To Segment The
Although the teams quickly perceive the interest of the inbound marketing approach, of B2B content marketing, the implementation remains a long process. Until now, communication from manufacturers started from a trade show, a product launch…: it systematically started from the manufacturer. Today, content strategies require positioning yourself in the place of the customer to communicate. “ What is sometimes confusing for sales teams is that we don’t even mention the product or the brand anymore. The seller wants to sell his product by highlighting the characteristics, the advantages over the competition, the price…
But today you have to reverse the process and be able to put yourself “outside” the company for a moment to slip into the client’s shoes. It is in this approach that the writing of digital content fits. Positioning yourself as an expert at each stage of the buying journey makes the difference against the competition. According to Ludivine Bouix, there are two essential ingredients for the success of digital transformation for manufacturers: First, it is a question of knowing who we are addressing, at what point in the sales process my prospect is located and thus being able to adapt the content at each stage ( webinars, blog articles, white paper, etc.).
Requests And Assign Each Message To The
The entire company must be convinced of such an approach, which cannot be carried out solely by the communication or marketing department. This goes through an important phase of explanation and learning. Robotization, industry of the future, augmented reality, 3D printing, what is the place of communication in this transformation that is often approached through technology? ” Industry and its so- called “support” functions such as communication, marketing, sales, are often neglected in this transformation when they are also set to evolve. With the advent of digital, the rules of communication are upset and manufacturers must reinvent themselves as quickly as possible.
They must refocus on the customer and their expectations instead of continuing to talk about them. The implementation of a digital transformation project must overcome many obstacles in order to offer customers a new experience via a set of channels. This inevitably requires the implementation of an omnichannel strategy and “ it is not a question of going completely digital but of obtaining a balance between traditional and digital communication tools ”. If you want to start an inbound marketing approach through btob content marketing , we recommend this guide which will cover all the technical and strategic aspects of such a project.