Traditionally, industries refused the use of conventional marketing and advertising, since their way of attracting customers was based on “face-to-face” strategies. However, today it cannot be ignored that digital is here to stay. And the industrial sector is no exception.
It is necessary to adapt businesses to new ways of doing marketing, regardless of the sector they are in . Thus, it is increasingly common for companies in the industrial sector to launch their website and use Digital Nomads HQ strategies, starting with SEO.
The peculiarities of marketing in the industrial sector
The industrial sector has some peculiarities that force us to work with very specific strategies for its web positioning.
On the one hand, this type of company usually has very technical content, with complex terms. On the other hand, industrial companies are niche, which means that the usual advertising and marketing methods are not effective in attracting customers.
Therefore, it is necessary to find other ways to achieve relevance among your target audience. And SEO is essential in this regard.
There is a fact that we cannot ignore. For years, consumers have been looking for information on the internet to solve their doubts. And customers of industrial companies are no exception. Therefore, despite the peculiarities of this sector, working on SEO is an excellent opportunity to create content that is positioned in the first search results.
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The importance of SEO in the industrial sector
B2C companies, aimed at the final consumer, have been working on SEO for years. This has a drawback: today the competition to appear at the top of search engines is very high.
This drawback becomes an advantage when we talk about industrial companies. Being a much less mature sector in terms of digital marketing, the competition is very limited and the opportunities to position yourself are greater.
Being one of the first to bet on web positioning in this sector guarantees better results with little effort.
On the other hand, the growing internationalization of industrial companies is a fact. This makes it more necessary than ever to design a digital marketing strategy that allows you to compete in new markets. And one of the most important aspects in this sense is to focus the actions towards an international SEO.
Niche SEO
Industrial companies are niche. This means that your target audience has a very high segmentation. It is made up of a group of users with a very homogeneous profile and very specific needs.
Generally, these types of niches do not return a significant volume of monthly searches. However, those searches can be much more productive for getting qualified web traffic and increasing conversion.
The keywords for a small niche such as the industrial sector can be technical but we can also work with other less formal terms or longer phrases (“long tail”). Another keyword strategy is to answer questions. With this technique it is possible to capture the interest of users who search by voice, more and more frequently.
Therefore, one of the first objectives is to appear in the first results for the keywords related to the company and for other related terms.
The buying cycle in the industrial sector is much longer than in the B2C sector. It can last for months and involves different people with different degrees of knowledge about the product. On the other hand, we must not forget that purchases in this sector are not made for emotional reasons but for rational ones.