A Guide to Industrial Marketing

Industrial marketing is a subset of B2B marketing. It’s the promotion of goods and services from one business to another, often in complex industries. Industrial marketing is generally used amongst manufacturers, suppliers, engineers, OEMs, buyers and intermediaries. There’s a wide range of strategies used in the practice, which we’ll dive into later in the article!


If you have industrial marketing expertise then you’ve probably worked with industrial manufacturers, suppliers and buyers. The sector is also associated with larger orders, lengthy sales cycles/processes, bigger teams of decision makers and longer relationships.

Strategies for Industrial Marketing

There are some simple strategies you should be checking off your list during the implementation of an industrial marketing campaign, for example:

  • Content marketing to engage industrial buyers and gain quality pre-qualified leads. Content should be informative and provide product information, specifications, application information and capabilities, whilst giving buyers a positive perception of your company. 
  • Video creation to display and demonstrate how products work, making technical subjects easier to digest and more interactive. 
  • Having easy access to product samples and data sheets so customers can have confidence in the quality of the product, whilst simplifying the decision-making process.
  • Case studies to validate performance claims.
  • Case studies to validate performance claims.

Digital Marketing for Industrial Products

Generally, industrial businesses have a longer sales funnel than those within a B2C market. This is usually because you are selling to a team of people, as opposed to a single customer. When we look at industrial digital marketing, it’s important to consider the fact we are often dealing with expensive items, whether that’s a high-ticket item or bigger volumes of cheaper items. Therefore, the sales process needs to educate and build trust before a sale can be closed.

Digital marketing for industrial products is a cost-effective method of actively seeking your audience and adhering to their needs. When looking at your digital marketing strategy, your target buyer process will contain a number of key stages, including:

  • Gain a deep understanding of your audience
  • Learn about the competition
  • Attract buyers with insightful content that adds value
  • Support with ads where you know your audience will be
  • Transform leads into customers
  • Maintain and nurture customer relationships and loyalty 

How to Measure Success in Industrial Marketing

Setting benchmarks and goals for your marketing efforts allows you to measure results against those expectations. There are several metrics to track that will indicate the level of success in your industrial marketing campaign.

To gain an understanding of the full picture, you should be setting goals for:

  • Revenue 
  • Qualified leads
  • Web traffic
  • New contacts
  • Lead conversions 
  • Audience growth 

To have a successful marketing campaign, you need to have the right person doing the job, whether that’s providing the relevant training for existing staff, hiring an internal marketing employee, or partnering with an industrial marketing agency. 

For information on how Move can help with your industrial marketing strategy and/or implementation, get in touch with the team today via info@movemarketing.co.uk. In the meantime, you can see examples of how we’ve helped other industrial businesses here.

8 Moves Towards a Successful B2B Marketing Strategy

In B2B marketing, the key to successful marketing is influencing businesses with potentially numerous stakeholders, as opposed to an individual. The goal is to neutralise pain points and provide solutions to problems, which demands an alternative approach to business marketing in comparison to consumer marketing. 

According to a Gartner survey, 77% of B2B buyers stated that making a purchase is still time-consuming and complex. The B2B sales cycle is typically a long process, in some cases lasting up to 18+ months. Commonly, the buyer will carry out around 12 online searches before even interacting with a vendor’s website. 
In the modern B2B landscape, there’s no room for inaction, but what can we do as B2B marketers to improve? The foundation is a solid B2B framework and strategy. To help you get started with successful marketing campaigns, we’ve created a quick summary of our unique “8 moves of B2B” strategic planning framework…

1. Marketing Lansdcape

The best way to start any strategic marketing plan is to set the scene and examine the context. The context can quickly be compiled based on the answers to a series of internal marketing audit questions. These questions include the following:

  • What are the market sectors and applications relevant to the product/service?
  • What is the maturity of these market sectors?
  • How are the internal sales and product support teams set up?
  • What is the reseller/distribution network overview? 
  • Is there any recent historical marketing activity to review?

Segmentation, macro environment analysis, marketing SWIT and buyer personas are the other key components of establishing your marketing landscape (see our “8 moves of B2B” for more information).

2. Competitor Analysis

Understanding the market and the marketing positioning, strategy and tactics of competitors is a vital tool for a B2B marketer. For B2B players, conducting a competitive analysis will guide the way to strategic marketing positioning. With there being such a saturated market of key players, having even the slightest competitive edge can win you a big market share.

3. Message, Brand and Positioning

Your brand needs to remain at the heart of your B2B marketing strategy. Your message, brand and positioning need to be consistent and not forgotten about, only to be resurrected for big-ticket projects. Before defining media channels and campaign specifics, you need to establish the following for your brand:

  • Essence
  • Purpose
  • Value proposition
  • Personality 
  • Principles 

4. Channel Selection

Whether it’s digital marketing and social media platforms or more traditional PR routes, knowing where to start with channel selection for your B2B strategy can be tricky. We currently live in an era of marketing channel saturation, with so many options from so many sources.

B2B customers are easier to reach than ever before, through inbound and outbound methods. Here are just a few examples:

Inbound

Outbound

  • Press releases
  • Social advertising exhibitions
  • Technical PDF downloads
  • Trade press advertising
  • Brochures, catalogues and flyers

5. Martech stack

At its most basic level, a Martech stack is a collection of technology-based tools used by marketers to help them effectively automate, perform and report on various multi-channel marketing activities across the customer lifecycle. 

The combination of tools can vary depending on the type and size of the business, budget and the company’s strategic goals and priorities. At its most advanced level, it can be a major source of competitive marketing advantage and should be considered as an enabler for executing strategy.

6. Objectives

When it comes to objectives, focus firstly on several core fundamentals or purposes. These purposes can be split between primary and secondary objectives.

Primary:

  • Brand awareness 
  • Customer retention
  • Lead generation and customer acquisition 

Secondary:

  • Gain market share
  • Launch new products/services
  • Enter new markets
  • Improve stakeholder relations
  • Enhance customer relationships
  • Improve internal communications
  • Increase profit

7. Budget

Within the B2B space, a budget can only be defined according to the specifics of what you’re trying to achieve. In the majority of cases, the best way of optimising B2B marketing budgets as an SME is to implement a multi-channel approach that squeezes the value from each investment.
Around 30% of budgets are built from scratch each year in B2B marketing and 40% are based on the previous year’s expenses. When budgeting for the year ahead, it’s important to listen to the data and invest in what’s working. Repeatedly investing in channels because it’s “what’s always been done” can be a barrier to a successful campaign.

8. Reporting Loop

Monitoring the relative success of your marketing plan is vital for the modern B2B marketer. Having an agile, comprehensive framework that is easily updated and covers every channel in your marketing mix will make your reporting process much easier to manage. 

Martech tools can help to automate large chunks of the reporting process, however, it’s the interpretation of the data that can be the hard part. Often B2B companies are inevitably dealing with lower volumes, meaning that even the slightest variations in traffic or engagement can represent behavioural shifts. 

For more information on how to use the “8 moves of B2B” in your business as well as tools, checklists and templates, or to discuss how Move can help with your B2B strategy, get in touch with the team today via info@movemarketing.co.uk

What to Expect from a B2B PR Services Provider

In the world of B2B marketing, PR forms just one part of a wide array of marketing services that can be utilised to get your brand in front of your audiences. However, there’s no arguing that PR is a very specific specialism within itself. 

For B2B businesses looking for marketing support, you might end up with PR services as part of a wider marketing plan, or as a specialist service or campaign within itself. Either way, if public relations and media relations is new to you and your business, here’s what you need to know. 

The art of storytelling is key

A big part of most PR campaigns is media relations. This usually involves creating a story, writing a press release and sending this to journalists for publication. In the case of B2B marketing, we’re usually liaising with journalists looking for stories that are relevant to their audience made up of B2B resellers, purchasers or decision-makers.

It’s important to remember that in this case, everyone’s objectives and desired outcomes are slightly different. The B2B businesses want to bring awareness to their service or products, whereas the journalist doesn’t want to run a free advert!

It’s important to remember that in this case, everyone’s objectives and desired outcomes are slightly different. The B2B businesses want to bring awareness to their service or products, whereas the journalist doesn’t want to run a free advert! They just want to publish stories that are of genuine interest to their readers, and so want newsworthy pieces. This is where your PR agency finds that perfect balance. It’s where the art of storytelling comes in! 

Make sure you choose an agency or partner that can balance all of these key points to get maximum impact for your PR activity!

The difference between paid and earned media

When engaging with the PR experts, it’s really important to go in with an understanding of the difference between paid and earned media

What works as an advert doesn’t work as a PR story most of the time. In line with what we’ve already covered within the art of storytelling, earned media has to be carefully tailored to be a genuine story of interest for audiences. Adverts, on the other hand, can be a cold hard sell. A journalist won’t publish your advert for free. 

Editorial arguably has more credibility than an advert. It’s published by a trusted source because they have decided it’s of interest, not because money has exchanged hands. If you have a solid understanding of this, working with your PR team and understanding what they need to do is much easier.

Research is key

All communications activities should be of interest to your stakeholders, so research is needed to get this right. In B2B marketing specifically, relevant topics can be very niche and complex, therefore a deep understanding is needed.

Knowing what your audiences want and need to hear is key, so expect your PR strategists to do some data mining early on.

Press releases vs feature contributions

Press releases are the stories a company decides to proactively push, whereas feature or editorial contributions tend to be guided more by journalists and editors. 

In an eclectic PR campaign, expect to see a mix of both proactive and guided content. The latter is a great way to provide information that you know journalists are looking for. For example, your PR agency might get in touch to see what editorial features your industry publications are working on. If a feature is being written that references an area of your expertise, answering a list of questions or providing a statement about this is a great way to get you in front of audiences and position your company as an expert or thought-leader.

To learn more about PR services within B2B, contact the Move team on info@movemarketing.co.uk or visit our website!

What is content marketing and how does it work?

You may have heard the term “content is king”, but you wouldn’t be alone in wondering exactly what it means. What makes content marketing better than any other of your marketing activities? The simple answer revolves around the theory that rather than feel like they’re being ‘advertised’ to, people want quality, relevant, useful and engaging content. 

As we near the start of 2022, it’s clear that a continued focus on inbound strategies is on the cards. Audiences want something that resonates and reaches them more naturally, rather than interrupting ad techniques that once solely did the trick.

What is B2B content marketing?

Content marketing is the strategic process of planning, creating, distributing, sharing, publishing and driving valuable, relevant and consistent content. It’s done so via various channels, such as blogs, websites, social media, apps, press releases, print and so on. The purpose of content marketing is to attract, engage and retain your defined audience, whilst increasing brand awareness, sales and loyalty. 

When it comes to B2B, we see content that delves into industrial analysis and data, as well as guidance and advice that’s industry specific. While there can be room for some sales messaging, the focus is on creating something educational and/or valuable. By doing this, you are positioning your brand as a thought leader and a source of trust. The initial stage is about building relationships rather than a pure focus on sales. 


Content marketing is all of the above, but also a very important part (or should be an important part) of your overall SEO strategy.

Why is B2B content marketing so important?

Content creation and full content strategies are integral for any business, B2B or B2C. But why? Well, there’s actually a lot of reasons. One of those reasons is creating a sense of community around your brand and showing your target audience that you’re a living company with faces behind it. This will help build and strengthen relationships between your customers and your business, which will ultimately result in increased customer loyalty. 

Well executed pieces of content will also show your audience how your products, or services, will help to solve their problems or help to satisfy a need. Brands who do this well are going to be the ones who convert easier, as people don’t just want flashy ads, they want to know what you can do for them. Sharing knowledge and actionable insights that help the target user is always going to perform well.

Your content marketing acts as your perfect opportunity to educate your target audience about the industry, with links to the products and services you offer and what makes you special!

Content marketing and SEO

SEO without content marketing isn’t worth doing. For them both to be successful, they must go hand in hand. Google and other search engines alike, reward websites for words, substance, keywords and so on, by moving them higher up the SERP. By finding relevant keywords and incorporating them into your content, you will stand more of a chance of ranking higher.

It’s important to keep web content appropriate and strategic. This means that you shouldn’t keyword stuff – a page full of keywords with no frame of reference and structure simply won’t do. Google knows!

Keeping an eye on search volume and trends is essential for your content marketing strategies, remember, you’re aiming to adhere to what the audience wants and this is the best way to judge that. Your content needs to stay fresh, unique and creative. Stale, repetitive and low-value content ranks lower and loses the interest of the audience easily. 


Link-building and backlinks play a big part in SEO and should be included within your content marketing strategy. Connecting your page via links to sites with higher domain authority can really increase your website traffic. The best way to develop good links is to create expert content.

Examples of Content marketing

This area of marketing is certainly not limited, when it comes to content marketing ideas, you can get creative with the types of content you produce. Below are just a few of many tried and tested content ideas to breathe life into your marketing strategy:

  • Blogs – a great way of incorporating relevant keywords, topics and perspectives into your brand identity. 
  • Infographics and visuals – seeing is believing and imagery is a proven technique to make it easier for readers to digest complex information and data.
  • White papers and eBooks – part of a larger content strategy, these are powerful ways to add value to your audience, whilst supporting lead generation when used as gated content.
  • Video – highly engaging and capable of attracting a wider audience, videos are great for attracting organic traffic and adding personality to your brand.
  • Social media – understanding where your audience is is key to harnessing the power of social media. Do you need to be everywhere or can you pick a couple of channels to promote your message?
  • Case studies – your chance to present proof of service/product quality, whilst showing the reader what it’s like to work with your brand.

Content marketing statistics

This article may have covered methods on how to engage your audience and different marketing efforts you can channel for great content, but it wouldn’t be complete without some hard facts. Content marketing trends and statistics provide insight and inform your strategy. 

Going back to “is content king?”, if you were on the fence before, hopefully, this article has helped to determine that content is, in fact, king. Content marketing and SEO together really are a power couple and an absolute force to be reckoned with. Once you find the right strategy for you, you should be well on your way to digital marketing success.

If you’d like to find out even more about content marketing, or you’d like some help along the way to a great marketing strategy, get in touch with the Move team today and let’s see how we can help. You can reach the team on 0161 359 4363 or info@movemarketing.co.uk

What makes a great B2B marketing video?

The world of B2B is a competitive playing field, with more businesses than ever making their shot for the top. No longer a kept secret, B2B video marketing has become a must, even a non-negotiable, in a marketing strategy. Naturally, there isn’t a one-size-fits-all formula for creating the best B2B video content, especially when you factor in different products or services, different platforms, different audiences and so on. However, some top tips, or tactics, can take you from something that audiences scroll past to something attention-grabbing. This article looks to our very own design team to offer some advice on B2B video mastery! 

The basics

With the average user taking 0.05 seconds to form an opinion about your website, it’s so important to grab the audience’s attention. The ideal B2B marketing video should not only hold your audience’s attention but also lead them to engage with your brand. 

A particular challenge that we have within the B2B sphere is that we are often presenting quite complex or technical subjects. So how do we put this across in a short period of time, for example, a 30-second video? B2B videos have to be clever. Potential customers won’t be swayed by a text-heavy slideshow or seemingly random graphics thrown together. Whether video ads, B2B sales videos or brand videos must embody an understanding of your product and market recognition. 

Type of videos 

There are so many options when it comes to video marketing, some more obvious than others. Take a look at a few examples:

  • B2B explainer videos: an opportunity to hone in on a specific topic, product, or application. These can provide clarity, generate awareness and sit high up within the sales funnel.
  • Paid video ads: these can appear all over the internet and don’t even feel like an advert if you’re clever about it. You can place your video adverts on Facebook, YouTube, LinkedIn, Instagram, Google (and partners) and so on. They’re a great way to get in front of the right people with highly specific audience targeting.
  • Product demonstrations: these are great for the B2B market, as the expert, you can show the people watching how it’s done. The demonstrator differs from the explainer, as you’re not explaining how it works, rather showing it in action. 

Timekeeping 

A digital age-old question; “how long should my marketing video be?”. The answer is that there is no answer (cue eye rolls). The truth is, each platform is different and requires different timings. A top tip to keep in mind is that a video should be adaptable to different lengths, this will allow you to share your media across various platforms and provide brand consistency.

When deciding on the length of your video, it’s important to do your research and choose wisely. Too short and your message may get lost, but too long and your audience may lose interest! Keep in mind, just because a platform allows a lengthy video, doesn’t always mean you should create a longer one. For example, LinkedIn allows a native video 10 minutes of screen time, yet video marketing statistics say a video on LinkedIn should be 30 seconds or less for optimal engagement.

Corporate videos will always be longer than general marketing videos. These will usually consist of interviews, educational episodes or introductions to the company. It’s important to remember the difference and when creating video marketing content, to always create something appropriate for marketing purposes. B2B video stats and SEO best practise suggests that embedding your corporate videos on your site is a good idea. Embedding keeps users on your website instead of redirecting them elsewhere.

Being a realist 

What makes a better video in B2B, animation or live-action? Again, the answer to this question comes down to the circumstance. An animated video can grab attention on social media, but what’s better for brand awareness than the actual product? 

Animated videos come into their own for making a complex product or sector more digestible. This style is also a good solution to a common problem with B2B marketing videos and imagery, which is when filming isn’t an option. Often, products are hidden behind red tape areas, so live footage is a no-go, whilst animation and illustration can combat the issue. On the other hand, when it comes to B2B marketing videos, nothing beats live-action. Professional footage of the B2B product or service can highlight why the audience should be investing in it. 


You heard it here first from Move’s design team, but if you’d like to discuss video marketing further or have any other questions, then don’t hesitate to get in touch! You can reach the team on 0161 359 4363 or info@movemarketing.co.uk – let’s get the conversation moving.

Your Guide to LinkedIn as a B2B Company

One thing most people don’t know about LinkedIn, the social network for professionals, is that it’s the oldest of the major social media platforms. This year, in 2021, LinkedIn sees in its 18th birthday, after officially launching on May 5th 2003, nine months before Mark Zuckerberg launched Facebook at Harvard.

Used correctly, LinkedIn has the potential to be an invaluable tool for B2B companies, with more than 700 million users in 200 countries and available in 24 languages. There are also 63 million decision makers on LinkedIn, making the platform like a 24/7 networking event with the whole world – except there’s less awkward small talk and no disappointing finger food. So, how can you get the best from LinkedIn for your B2B company? This guide will help!

Where to start with LinkedIn B2B Marketing?

As is the case with any other social media platform, LinkedIn is another place we can mark our digital footprint and let the world know that we’re here and why we exist. The difference here is that while Facebook is saturated with family and friends, Instagram is drowning in influencers, and TikTok is, well, simply distracting, LinkedIn cuts right through to those who are usually wearing their business hats.

The basics require a professional profile. Here you will list work experience, education, charitable activity, and so on. You can give your profile more authority by adding interactive capabilities, such as:

  • Status updates
  • Expertise
  • Articles
  • Presentations
  • Videos
  • Recommendations (by requesting them from your connections)
  • Certifications

Next up, you need to create your company page. Getting this part right is really important as this could be your first impression, and you know what they say about those! So you’ll need to include:

  • Essential information about products and services
  • A banner image (it’s good to be consistent with your website and other socials)
  • Profile image (better to stick to the company logo)
  • Description
  • Career opportunities
  • Generic regular posts

Who cares?

It’s important to define your audience and your goals; having a clear strategy and understanding your audience is critical to performance on any digital marketing channels. Knowing who you’re talking to will not only make your life easier, but it will also give your message a more streamlined and authentic feel. LinkedIn provides Website Demographics, which make it easier for you to understand your audience by allowing you access to valuable audience insights like job titles, company names etc. Having this information means you can deliberate which types of content are displayed to different audiences and then customise your content and tailor to your strongest prospects.

Deciding on your objectives is also key to success. Are you using LinkedIn to generate more leads or increase brand awareness? Defining this will help you to determine what is relevant to post where not to use your valuable time. LinkedIn’s lead conversion rate is 3x higher than other major advertising platforms, including Google Ads.

The work begins

Make sure your LinkedIn business page is search-friendly, by adding keywords that your target audience is actively searching for (don’t skip this step – it matters!). Stick to SEO (search engine optimisation) best practice. Google will preview around 150 characters of text in its results, so it’s important you get relevant information into your description to improve your chances of ranking. Your desired audience won’t find you by accident, so don’t sit back and relax just yet, page promotion is something that needs to be taken seriously. The best ways to get yourself noticed are linking out from your website to your page, sharing the page across any other social media channels you may have, promoting to newsletter subscribers, linking through from your blog, and even running paid ads on the platform. These are all simple yet effective ways to build a following on your LinkedIn account.

LinkedIn B2B Marketing Best Practises

Marketing your business via LinkedIn isn’t a new phenomenon and so there are tried and tested strategies – and lots of them! Here are some of the best practice examples to start you off:

  • Post regularly – those who are successful on any social platform are the ones that remain active with fresh content and an authentic voice. Sometimes it can be hard to come up with consistently engaging content. But not to worry, as LinkedIn have their own Content Suggestions tool. This tool allows you to target what your audience is currently engaging with by using specific filters to define your search. For LinkedIn B2B marketing, we always suggest a few content subjects: educational content such as blog links, job postings, company updates, industry news articles and commercial posts including product and service benefits. Having a mix is vital to keep users engaged.
  • Create a posting schedule – this links well with the above point, keeping organised and posting on schedule can determine the success of a campaign. It’s been said that posting a status update three to four times per week and posting around two long form pieces of content per month is the ideal balance for your network. Timing is everything, so it’s important to consider different time zones but looking at data between 10am and 12pm is the best time to post on LinkedIn, with Wednesday being the best day.
  • Mix it up – experiment with your posts, you might not know what kind of post will sit best with your target audience, so you should try out different styles. Think emojis, images, video content, long and short posts, and so on. Video gets 5x more engagement on LinkedIn than regular posts and live video gets 24x more!
  • Build relationships – this is one of the main reasons this platform exists, so don’t forget that building your brand goes hand-in-hand with building relationships. Make the most out of LinkedIn by trying out the community features, which allow you to communicate with other users, clients or partners and expand your connections. Try joining groups that focus on your field, interest, or expertise or connecting with “influencers” or thought leaders. By engaging with topical and newsworthy posts and discussions, you will get exposure as a contributor.
  • Use industry-specific hashtags – on LinkedIn, you’re able to search the hashtag follower volume in the search bar to see how many users have asked to receive updates from posts tagging that specific hashtag. This is a great way to see how many potential users your post can be shown too. However, as with most B2B marketing tactics, it’s better to focus in on quality over quantity. Even if a hashtag relating to your industry has a lower search volume, say a few hundred, that’s ok! It’s all about targeting those niche users who are definitely going to be interested in your content.
  • Get your internal team involved – your team should be your biggest supporters. To increase the reach of your LinkedIn posts, in particular your company page updates, encouraging your team to like, comment and share your posts increases the reach. This is because it gets shown to all of their connections.

Ads & Targeting

You may already be well acquainted with social media advertising, but did you know that LinkedIn has some of the best targeting capabilities available for paid advertising? You’re able to choose from over 20 different audience attribute categories, including company size, job title, job seniority and more – fundamental for targeting those niche audiences in the industrial, science and tech sectors. There are a variety of ad formats, including:

  • Sponsored Content – this appears directly on the feed of professions you have targeted and comes in three formats: carousel ads, video ads and single image ads.
  • Message Ads – this is where you can reach out to prospects via the messenger service, allowing for conversations to start.
  • Dynamic Ads – these ads will personalise for every member within your target audience, they will typically use their profile, company name or job title. They come in the format of a follower ad, spotlight ad and job ads.
  • Text Ads – a more classic pay-per-click (PPC) or cost-per-impression (CPM) ad style.

Once you’ve launched your ads, it’s important to remember to keep track of your analytics and measure your performance – this goes for your organic content too! LinkedIn’s own analytics dashboard is easy to follow and gives you all the information you need. It’s especially important to keep an eye on the click-through rate (CTR) and the engagement rate. These allow you to understand how each post is doing in comparison to each other.

Get started with your own LinkedIn strategy today! Having a strong LinkedIn game will be become a vital weapon in your marketing armoury and one you can’t believe you lived without before. For more top tips on using LinkedIn as a B2B company, then get in touch with the team here at Move on +44 (0) 161 359 4363 and let’s start the conversation! You can also visit our website and see how else we can help.