Marketing an Industrial Automation Product

The Industrial Automation Market in India will witness a CAGR of 11.6% during the forecast period 2018-2026.

The Indian Industrial Automation Market is still evolving and its prospects are good due to increasing Foreign Direct Investments (FDI) and sustained growth of the manufacturing sector. The country is expected to strengthen its manufacturing sector from its current share of 16.57% of the GDP in FY2017 to 25%-30% of the GDP by FY2030.

Indian industries are improving their automation capabilities bringing it at par with global standards due to the pressing need for operational excellence, improved productivity, quality, and maintaining six sigma standards in the production processes. This is further supplemented by macroeconomic factors such as the burgeoning middle-class population, rising disposable incomes, urbanization, and focused government initiatives, which are expected to have a positive impact on the growth of the manufacturing industry.

Industrial automation is the use of information technology and control systems (computers and set of devices) by replacing the human operator with these systems in order to control and regulate various industrial processes. In the current scenario, it is hard to imagine any industrial landscape without automated systems. The demand for automation is expected to continue to increase due to the increased requirement for better production control mechanisms, performance, reduced downtime, and better safety systems. The growing demand for automated systems has increasingly shifted focus towards optimization in the areas of efficiency, low power consumption, and security features.

Transforming the Industrial Automation Space of India

Technological advancement and globalization in today’s business world have led industry leaders to adapt to the fundamental changes that can help them achieve their business objectives. These cover improvement in plant or machinery utilization, operations, product availability, quality, safety, and delivery all of which strongly influence their capital investments in automation. Consequently, the adoption of automation tools and equipment like Programmable Logic Controllers (PLC), Drives, and more, have been increasing across all industrial segments in India.

Depending on the market, industry, and the customer, the requirements for automation components range from extreme conditions over special applications like door management, industrial heating controller and condition monitoring up to specific customer products.

An industrial automation service operates machinery and different processes through a controlled system such as computers, robots, control systems, and information technologies. Automation is the key to standardize manufacturing, fast production, cost reduction, product quality and minimizing cost, and many more facilities. It reduces the dependency on manual labor in different industries and ensures pace for mass production with superior performance as compared to humans.

Market Drivers:

• Industrial automation improves product quality and flexibility of the manufacturing process is a driver for this market

• Focus on optimum utilization of resources is a driver for this market

• Government initiatives regarding the adoption of industrial automation in different industries are boosting the growth of this market

• Technological advancement in control, process monitoring, and industrial automation is driving the growth of the market

Market Restraints:

• High cost and high capital investment required for industrial automation hinders the growth of this market

• Issues regarding security is restraining the market growth

• Lack of professionals in industrial automation may hinder the growth of the market

The 7 core elements of an industrial marketing strategy

A few years ago, I took a close look at common threads on the Marketing front among our most successful clients and boiled them down to seven things:

1. Positioning

2. Website Foundation

3. Technology Stack

4. Content Strategy

5. Lead Generation

6. Pipeline Management

7. Data Analysis

These 7 Core Elements of an Industrial Marketing Strategy are the essential puzzle pieces you’ll want present, optimized and working in sync to drive Marketing success.

Let's explore each core element in detail:

Core Element #1/7: Positioning

The first Core Element – right at the center of everything – is your Positioning. We define Positioning as:

The perception of your business in the minds of your customers.

Effective Positioning starts by identifying and documenting what your ideal-fit customer looks like – both at a company and individual human level. And it’s followed by the crafting of Positioning language that clearly articulates how you create value for these individuals.

Step 1: Establishing your ideal customer

Your first move is to define the characteristics of your ideal-fit accounts at a company level.

• What are the common threads among your very best customers?
• How big are they?
• Where are they located?
• What do they buy from you?
• What triggers inside of these companies lead them into the buying process?
• How long and complex is that buying process?
• And how does the sale play out?
• Who on the customer’s side gets involved?

Once you’ve established what those ideal accounts look like, your next move is to identify, define, and outline the characteristics of the individuals at those organizations most likely to influence the buying process.

Though not everyone is a decision-maker, a “buying committee” is typical – especially if you sell a complex solution that requires a long, consultative sale.

So whose attention and trust do you need to earn inside of those ideal accounts? Plant Engineers? Facility Managers? CEOs or Presidents? Procurement?

And for each of those key buying process influencers – or buyer personas:

• What are their responsibilities at the company?
• What decision-making authority do they hold?
• What are their personal pain points? And goals?
• What common questions do they ask around those pains?
• How sophisticated is their knowledge about potential solutions?
• What do they value about you and your company?

Step 2: Crafting your positioning language

The second half of Positioning – after you’ve identified your ideal customer at both a company and human level – is the crafting of your Positioning language.

And by that, I’m referring to a clearly articulated value proposition.

Your Positioning language is the messaging you’ll consistently use throughout your Sales and Marketing communications as you talk about your business to the outside world.

With our manufacturing clients, we like to use the following format to craft this messaging:

• Who do you help?
• What desired business outcomes do you help transform into a reality?
• What are the most common problems you help them solve on the path to achieving those outcomes?
• What products and services do you provide to help solve those problems?
• What makes you different from your competitors?

In his best-selling book New Sales. Simplified., author Mike Weinberg uses a similar structure for crafting what he calls a “Power Statement.” I highly recommend picking up a copy and at the very least, using Chapter 8 as a guide for crafting your messaging. I used Weinberg’s formula to write our Who We Help and How page.

Once established, your Positioning language will build confidence with your future customers. It will make them say:

“These guys understand me. And they’ve seen my challenges before.”

This messaging is your differentiator among the many undifferentiated competitors out there who pretend they do everything for everyone. And it will serve as the guiding light for all Marketing and Sales communications going forward.

Core Element #2/7: Website Foundation

Your website will almost always be part of the online marketing conversation. And that’s because it’s your home base – the online face of your company. It’s your storefront – even if you’re not physically selling a product or service through it.

Your website is the one place online where you control all messaging and content. And because your website is so central to your online marketing strategy, you want (at the very least) to put some essential pieces in place before you invest in driving traffic there.

We believe there are six essential building blocks for a B2B website. They follow.

Content Management System (CMS)

Your website should always be growing and evolving – creating more and more value for your prospects, leads, and customers as time passes. A flexible content management system makes that possible – equipping you with the tools to easily add pages and modify content without the help of an agency or IT guy. Our recommended CMS, hands down, is WordPress.

Learning Centre

Further along in this article, we’ll cover the all-important topic of content and the necessity of consistently publishing insights that address the common problems and goals of current and future customers. All of that resourceful, customer-centric content needs a place to live. 

Until a visitor takes a lead-generating action like filling out a form, picking up the phone or engaging in a live chat, he or she is just an anonymous, faceless person.

This third essential website building block – your Lead Generation Infrastructure – refers to the components you’ll need prebuilt and ready to deploy to facilitate the process of converting those anonymous visitors into solid leads. They include call-to-action buttons, lead-capture landing page templates and forms (maybe a live chat or chatbot tool too).

Lead Management Software Integration

We’ll look more closely at this topic when we get to Core Element #3 (your Technology Stack). But here in the context of these six website building blocks, I refer simply to the presence of a direct and seamless integration between your website and two essential software platforms.

The first is your CRM (customer relationship management) software. And the second is your marketing automation software.

On-Page SEO Essentials

SEO – or search engine optimization – is a complex topic. Among these essential website building blocks, I’m talking specifically about on-site SEO best practices, including:

The use of target keywords in key areas of any given page (page title, URL, H1, and H2 headlines)

Internal linking systems between pages on your site

And most importantly, the presence of in-depth, insightful content

Responsive Design

As more and more content is consumed on mobile devices, responsive (mobile device-friendly) design becomes increasingly important. Consider your own experience trying to navigate a website where you have to pinch and scroll just to read the information. How long before you’re gone, never to return?

By no means is these six website building blocks the end all be all. Instead, they’re the essentials. If you invest in driving future customers to your site before these pieces are in place, you can’t expect to optimize your results.

Continuous improvement of your website will be essential. And that process should begin with these six things.

Core Element #3/7: Technology Stack

There are thousands of marketing and sales software tools out there, covering everything from SEO and website optimization to email marketing and cold prospecting.

And lots of good ones too.

But since we’re talking about the core elements of your marketing strategy, we believe there are three essential pieces of software you need in place. They are:

• CRM

• Marketing automation

• Website analytics

Here’s a look at each

CRM

CRM stands for “Customer Relationship Management”. And in short, this software exists to keep your company’s Sales efforts organized and make your team as efficient as possible on the business development front.

At the heart of your, CRM is contact records for individual leads and customers. Inside an individual’s contact record, you can log calls and meeting notes, record data points like customer preferences, birthdays, favorite sports teams, etc.

A quality CRM software will also let you:

• Sync your email software to automatically log communications to and from recipients
• Assign accounts and individuals to specific Sales professionals on your team
• Build task lists with automated reminders to follow up with your leads
• Track the lifecycle stage of your Deals or Opportunities
• Assign values, timelines, and probabilities of these Deals closing to give you a real-time forecast of your sales pipeline’s value

Several serviceable CRM tools exist at this point, including Hubspot, Salesforce, Pipedrive, Microsoft Dynamics, Netsuite, and Infusionsoft.

I am a little partial to Hubspot because of its simplicity, affordability, fantastic user interface, and seamless integration with its own marketing automation software.

On that note, let’s transition into the second piece of your technology stack…

Marketing Automation

Software consulting firm Capterra wrote an excellent article in 2018 that describes the differences between CRM and Marketing Automation software.

In the article, Capterra referenced Salesforce’s definition of CRM as “A strategy for managing all your company’s interactions with current and prospective customers”.

And on the flip side, Capterra referenced Marketo’s definition of marketing automation as a system that “allows companies to streamline, automate, and measure marketing tasks and workflows”.

In short, your CRM is a Sales tool. Your marketing automation software is a Marketing tool.

A high-quality marketing automation software allows you to:

• Easily deploy on-site lead generation devices (templates for lead-capture landing pages, forms, and call-to-action buttons)
• Collect lead intelligence about specific website visitors and their companies
• Score and segment leads based not only on demographic or firmographic data points but also on their level of engagement on your website and the types of content they’re viewing
• Send manual and automated email campaigns

And lots more

Like with CRMs, there are quite a few marketing automation platforms out there to choose from. Some of the most popular ones include Hubspot, Marketo, Pardot, and ActOn.

Once again, I am partial to Hubspot. From our perspective, Hubspot is best in class and worth every penny many times over because of the efficiencies it creates and the valuable information it puts at your fingertips.

Web Analytics

The third and final foundational piece of your Technology Stack is your web analytics software.

Unlike with CRMs and marketing automation tools, where you could reasonably choose from many, Google Analytics is the clear foundational tool in this category.

In case you’re not too familiar, Google Analytics is a super robust and free platform for analyzing your website data. You’ll use it to learn:

• How much traffic your website is generating
• Where that traffic is coming from
• What pages and types of content are attracting and engaging your visitors
• What pages visitors are entering the site from out of search engines
• How visitors are moving through your site and the paths they’re taking before they convert into leads

And so much more

Your ability to interpret the wealth of information provided by Google Analytics will have a profound impact on marketing decisions you make on a regular basis.

Core Element #4/7: Content Strategy

Joe Pulizzi – author and founder of the Content Marketing Institute and the man who actually coined the term “content marketing” – defines the subject as:

“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Unless your company sells widgets or largely commoditized products (which isn’t the case for most manufacturing organizations we consult), your prospective customers likely go through an intensive buying process that could last days, weeks, months, or even longer.

And according to a study by Engineering360:

“62% percent of technical professionals wait until at least the Comparison & Evaluation stages of the buying cycle to make contact with a vendor”.

This tells us three things:

1. Your buyers are gathering information online, on their own, and all throughout the buying process.

2. They don’t care about you until they’re confident you’ve seen and understood the problems they’re facing, and that you’ve solved these problems for other companies like them.

3. So your website content will serve as their first stop, and the gateway to a real, human sales conversation.

Despite all this, most manufacturers fill their websites with nothing but word vomit about themselves. Company news. Press releases. Blatant self-promotion about the clear superiority of their product, how great their people are, and how exceptional their customer service is.

All of this is lip service.

I won’t tell you that this stuff doesn’t have a place in your marketing mix, but I’ll stand firm in my belief that before your future customers will pay attention to any of it, your focus simply must be on them and the issues that led them your way in the first place.

The most important word in Joe Pulizzi’s definition of content marketing is “valuable”.

The best industrial marketers out there embrace their roles as publishers of legitimately helpful and resourceful content that creates significant value for their ideal customers.

Truly valuable content directly addresses the buying triggers, pain points, common problems, goals, and related questions of the right people from the right companies.

This content can exist in many shapes and sizes, including:

1. Articles or blog posts

2. White papers

3. Buyer’s guides

4. Case studies

5. Videos

6. Webinars

7. Podcasts

8. ROI calculators

Your content also plays a variety of roles throughout the Marketing and Sales process. It will help you:

Generate awareness in front of your ideal customers

Answer their most common questions as they gather information around the issues they’re trying to address and goals they’re trying to accomplish

Establish credibility for your organization before you’ve earned the right to a real conversation

Convert qualified (yet anonymous) website visitors into tangible leads with names, phone numbers and email addresses

Build trust and nurture those individuals in the background after live interactions with your Sales professionals have been initiated

Speed up the buying process and better your team’s close rate by reinforcing the expertise your Sales professionals have demonstrated throughout their interactions

Once you’ve formed the habit of consistently publishing exceptional, focused insights for your specific audience, your content will naturally find its way into all aspects of your Marketing and Sales mix.

And it will strengthen each step of your business development process.

Core Element #5/7: Lead Generation

Looking back though Core Elements one through four, we talked first about Positioning – identifying your ideal account types and their buying process influencers, and developing a value proposition that will resonate with them.

Then we covered the foundational elements you’ll need in place to facilitate a fruitful online marketing initiative – your Website Essentials and Technology Stack.

From there, we introduced the topic of Content Strategy for the purpose of establishing an expert practitioner position and earning trust with those ideal customers.

All of this naturally leads us to where we are now – how we’ll establish awareness and engagement among those individuals.

From where I stand, there are three ways to approach Core Element number five – Lead Generation:

1. Inbound marketing

2. Outbound marketing

3. Paid media

Each of these three approaches makes sense under different scenarios. And often a combination of the three is best. Let’s take a brief look at each.

Inbound Marketing

With Inbound, you’ll develop thought leadership content that establishes credibility for your website and in turn, teaches the search engines that your company is an expert about related subjects.

This authority with Google drives up your position on SERPs (search engine result pages), producing more website traffic (and resulting leads) among individuals seeking answers to questions you can address and solutions to problems you can solve.

Inbound is a long game. It’s the most sustainable approach but takes time to bear fruit.

Outbound Marketing

With Outbound, you’ll zero in on an ideal customer profile, build a tight list of target prospects, and go after each directly. Tactical elements of an Outbound campaign may include partially-automated email sequences, strategically timed phone calls, and direct mail.

The key to success – and common thread throughout these tactics – should be the delivery of resourceful thought-leadership content. When you focus on the customer rather than yourself, you’ll open doors, even if the recipient of your message is not sales-ready.

Outbound can produce results quickly, assuming that there’s market share to be captured and that your value proposition is compelling. The downside is that it’s not sustainable like Inbound. You’ll always be pouring money and manpower into producing results.

Paid Media

The paid media landscape is changing at a ridiculous pace, with technologies becoming more and more sophisticated by the day. We’ve reached the point where you can literally advertise online to specific people with specific job titles from specific companies.

And the possibility of such laser-focused targeting is hard to ignore.

But you have to remember that with this third approach to Lead Generation, you’re temporarily renting access to your audience from a media company in exchange for a fee.

When your time or budget expires, so does your visibility.

Combining Inbound, Outbound and Paid Media

Before moving on to Core Element number six, I want to note that the best approach to Lead Generation is often a combination of all three.

Here’s why.

Building an Inbound marketing machine won’t happen overnight. Inbound requires a base of exceptional content that snowballs over time as you establish and grow the authority of your website. So in the short term, you may need to drive results in a less sustainable, but more controlled way.

Outbound and Paid Media may not be self-sustaining but can get you to results more quickly. When you effectively combine these three approaches, your results curve may look something like this

Core Element #6/7: Pipeline Management

Close your eyes for a minute and look out into the not-so-far-off future. Imagine you’ve put all of the first five Core Elements into practice.

You’ve built a powerful marketing infrastructure with your Positioning, Website Foundation, Technology Stack, and Content Strategy. You’re attracting and engaging the right people from the right companies through smart Inbound, Outbound, and Paid Lead Generation strategies. And as a result of all this, your Sales pipeline is filling up with qualified leads.

At this stage, a majority of Marketers will pat themselves on the back and say “Mission accomplished.”.

But the best Marketers know their job doesn’t end here.

Pipeline Management refers to what happens after the lead is generated. There are two sides to this sixth Core Element:

1. Sales Enablement

2. Lead Nurturing

Let’s define and explore each

Sales Enablement

Sales Enablement is the act of equipping your Sales team with the processes, data, and content to optimize their time and more effectively manage the sales pipeline.

Let’s break down those three components in our definition.

The first component of Sales Enablement is Processes.

Processes refer to the design of a methodology for qualifying and initiating communication with your inbound leads:

• When a new lead fills out a form on your website, who will be alerted?

• Who will reach out to that lead?

• What messaging and communication points will be used?

• And before that happens, will we use automation to score and segment that lead to the first qualify or disqualify the individual?

Although Sales owns the responsibility of physically managing the pipeline, Marketing needs to help answer these questions and design processes accordingly.

The second component of Sales Enablement is Data.

Imagine one of your Sales professionals has been actively pursuing a specific lead for months.

This morning, that lead revisits your website, reads a few thought-leadership articles, downloads a buyer’s guide, views a handful of case studies, visits your “Request a Quote” page two or three times, but then leaves without taking further action.

• How valuable would it be for your Sales professional to receive a real-time alert that all of this is happening? 

• How might simply having that information alter the way he or she chooses to spend the next fifteen or thirty minutes of the day?

The available lead intelligence that both your web analytics and marketing automation software provides can be incredibly powerful and highly influential in optimizing the time of your Sales team.

There are so many ways to organize and make use of this data. But doing so requires someone who understands the tools and can make sense out of the overwhelming wealth of information they produce.

I feel strongly that this person should be a member of your Marketing team.

The third component of Sales Enablement is Content.

While examining Core Element number four, we broke down the roles and importance of content in your marketing strategy.

Here in the context of Sales Enablement, we’re talking not only about arming your Sales team with the right pieces of content to move active leads and opportunities forward in the buying process but also helping them learn how to physically use content in their communications.

Imagine one of your Sales professionals has been pursuing an inbound lead for a few weeks or even months. A series of phone calls and emails has ensued – as the lead has moved from researching a problem to exploring potential solutions to evaluating providers.

What if after the call, that Sales professional sent a short follow-up email that read something like this:

“Bill, good talking today. I wanted to pass along a link to an article we recently published that offers a deeper explanation of [insert topic from the conversation]. I think it’ll help clarify some points from our discussion. Let me know if you have any questions!”

And what if you could help that Sales professional replace this kind of message…

“Hey, Mary. Just checking in to see if you’ve decided on what solution to move forward with.”

With one like this…

“Mary, I was thinking about your challenge today and wanted to share these two case studies where our customers had similar issues.

I thought they might help put the solution we discussed into focus a bit more.

Would it be valuable to quickly talk through the parallels I see with your situation and how we might apply some of our learnings from these experiences?”

“Marketers are communicators”

And it’s our job to help Sales communicate better – to optimize their time and deliver messaging that resonates with your audience.

Lead Nurturing

Regardless of how strong your Sales team may be, they can only be in front of so many people every day.

But as your pipeline fills up, your organization needs to:

• Remain top of mind among current and past customers and leads

• Incrementally build trust in your company’s expertise

• And ultimately, be the clear first choice when it’s time for a buying decision

This is where Lead Nurturing – the other side of Pipeline Management – enters the picture.

Lead Nurturing is the slow, steady process of establishing a trusted advisor position in the minds of your existing and past customers and leads.

This means creating valuable and consistent touchpoints with your contacts that don’t bog down your Sales team in the process.

Email (in two different forms) will serve as your primary vehicle for Lead Nurturing.

First regularly-scheduled emails to defined segments – like monthly newsletters. These emails should be used to proactively (and consistently) deliver thought-leadership content to your database of contacts.

The second type of email you’ll use is automated campaigns.

These series of emails get triggered by some predefined action or event that a specific lead takes on your website.

For example, a white paper download about X topic might trigger a three-to-four-email drip campaign that delivers some related articles and case studies over the course of the next two weeks.

Or maybe, when a sales-qualified lead hasn’t returned to your site in over a month, he or she is automatically kicked into a re-engagement email campaign.

Your Lead Nurturing emails should focus almost exclusively on creating value. Typically, you’ll deliver them without asking for anything in return. Remember, they’re part of the longer game – building trust and establishing your expertise (not hard selling).

Core Element #7/7: Data Analysis

Once upon a time, measuring marketing results was about tracking impressions and reach. How many people are getting their eyes on us?

But it’s a different world today where so much incredible data sits at our fingertips. The key is figuring out how to harness it.

That means analyzing and interpreting the data to uncover key insights, disseminating the most important information to our Sales teams, and together with Sales, using it to guide the continuous improvement of our business development strategies.

According to a Marketing-Sales alignment study conducted by the software company Marketo, among companies with well-aligned Marketing and Sales teams, “there’s a “67% higher probability that marketing-generated leads will close”.

So how do you go about getting Sales and Marketing in lockstep? How do you create an environment where a two-way dialogue between these two essential arms of your business development team are together sharing, interpreting, and actually using data to propel your company forward?

I recommend one simple step: Call your first (soon-to-be-monthly) Marketing-Sales Alignment Meeting.

Once per month, for 60 minutes, your Marketing and Sales teams should meet in the same place at the same time with the same agenda.

Your Sales team will bring a list of open and recently-closed Opportunities, broken down by status (active, closed-won and closed-lost) and you’ll conduct an open discussion to answer the following types of questions:

• Which Opportunities are ideal (and why)?

• How well aligned are the characteristics of those companies and individuals with your ideal account and buyer persona profiles?

• Which Opportunities didn’t close and what got in the way? (Wrong fit? Price tag? Better competitor offerings?)

The Marketing team will bring a list of leads generated since the last meeting, and you’ll conduct a similar conversation:

• What common characteristics exist among the recently-generated leads that were actually sales qualified?

• What types of content did they consume?

• What keywords do they appear to have Google searched before arriving?

• On the flip side, what are common threads existing among your unqualified leads?

• What content and activities have attracted and engaged the wrong people (and in turn wasted our team’s valuable time)?

Marketing can enhance this discussion by providing insights like:

• Which pages or articles on your website are pulling in the most traffic from search engines

• Whether those visitors are consuming the content and immediately leaving (or traveling deeper into your website)

• And whether they’re converting into tangible leads

A venue for two-way data-sharing accomplishes three things.

First, it establishes a consistent, recurring time for a dialogue that will build rapport between your Marketing and Sales teams.

Second, it demonstrates to the Sales team that Marketing is there to support them, rather than operating as some rogue wing of the organization.

And third, these meetings provide incredibly valuable insights from Sales that will influence your joint business development strategy going forward.

How to audit your company’s Seven Core Elements

Before concluding, I want to leave you with a free tool we created for auditing your company’s current state in each of these seven key areas.

In this spreadsheet, which we call The Industrial Marketing Audit Scorecard, you’ll score yourself on 35 points – five for each of the Seven Core Elements. The scorecard will tally your results and show you two things:

• How strong your overall marketing strategy is
• Where to focus your time and budget to optimize it

As you start doing the hard work to better your organization’s Seven Core Elements, realize that things may look ugly at first. And you might feel a bit overwhelmed. You’re not alone there.

Change won’t happen overnight.

Instead, the key is a continuous improvement – which happens through a smart and consistent investment of resources into your marketing strategy and implementation.

This audit will help you create focus and figure out where to begin.

If your company is a midsized manufacturer or B2B industrial sector organization, and you could use some guidance on how to design and deploy an effective Marketing and Sales strategy, consider requesting a consultation.

Top 5 Advertising Services to Promote Industrial Automation Products

Once your strategies are in place, there is a need to understand the right channels and tools to help you achieve your goals and results.

In today's B2B marketing world, advertising services facilitate cutthroat advantages to enhance your business. These services may attract your customer base that matters to your business before, during, and even after procuring your products or services. They make you evolve continuously with the ever-changing landscape of digital marketing. Promote your products or services to a highly targeted segment of audience across the web with these services such as email direct marketing, social media marketing, e-newsletters, video marketing, and digital marketing.

Can advertising services create a big impact on businesses? Undoubtedly, the answer proves to be “Yes”.

The world is taking a few big steps to embrace the power of digital. Thanks to the advertising services that have become a boon for businesses to enhance their customer journey.

“According to a report, 80% of businesses prefer advertising services to promote their products globally.”

This percentage showcases that the pace of adoption of the digital/advertising services is making the right noises. To meet their customer’s requirements, companies need to adopt the advertising services to focus on delivering a world-class experience across all digital channels.

Grow your business globally by finding out what your customers really want!

Your products can be promoted to specified buyers, suppliers, manufacturers that are actively searching for the industry-specific products that you recommend.

Here are the top 5 advertising services to promote industrial automation products:

a. Email Direct Marketing

b. Social Media Promotions

c. Video Marketing

d. Content Marketing

e. Banner Advertising

1) Email Direct Marketing

“The number of e-mail users worldwide is forecasted to rise to 2.9 billion users by 2021.” (Source: Statista, 2019)

“More than 86% of businesses surveyed indicate that they plan to increase their upcoming email marketing budgets.” (Source: Email on Acid, 2019)

The aforementioned statistics prove email marketing as the most powerful marketing channel that help to reach an organization’s unique business objectives and customer targets.

On the other hand, implementing an email marketing strategy is the key to ensure your business success. Focusing on target-based, strategy outlining aspects, email marketing campaigns can help to develop relationships with your prospects.

Are you looking to promote your brand or service? And more importantly, does your brand’s story resonate with the way your prospective customers are seeing things?

You can make your products/services reach every corner of the world choosing email direct marketing services. Conceptualized/personalized emails can help you attract the right customers and convert them into leads and boost your business productivity.

Here's what Email Direct Marketing can do for you:

• Target industry-specific audiences

• Keeps you in front of your prospects

• Enhances your visibility of being found everywhere

• Helps in Increasing Revenue (Profit)

• Eliminates Distance Barriers

If you have not subscribed or chosen these services, you may not be able to:

• Track conversions

• Follow up sales

• Increase customer engagement

In case, if you have not subscribed to email direct marketing services, make your every click count without any delay.

2) Social Media Promotions

“According to HubSpot, 92% of marketers claimed that social media marketing was important to their business, with 80% indicating their efforts increased traffic to their websites.”

Going through the responses of marketers, we can understand that social media promotions are critical to a company’s branding as these promotions always endorse your brand that will increase customer engagement and build a business.

But using social media channels does not make you gain your target audience's attention. Gaining competitive advantage for your business only comes when organizations fully integrate with companies that provide social media promotions services to the fullest.

Social Media Promotions accelerate your business efficiency and help you achieve your unique business goals. Instead of focusing on boosting your business at the starting of the sales cycle, social media marketing makes you connect with business prospects, decision-makers who have a high possibility of converting to qualified leads.

Social Media channels help to:

• Execute marketing techniques that motivate audiences to consider your products/brands

• Keep your brand on top-of-mind with buyers, suppliers, manufacturers

• Generate leads and increase ROI of your business

• Increase brand awareness

• Give quick response to clients via messages

Without social media promotions, you cannot:

• Gain marketplace insights

• Increase brand loyalty

• Get more exposure to your brand

As long as you wish to promote your business globally and obtain a really good ROI, social media marketing is the right fit for you!

3) Video Marketing

Did you know that an estimated 22.2 million people prefer video promotions to promote their products?

“According to a report of Hubspot Research, 54% of consumers want to see videos in comparison to email newsletters (46%) or social image (41%) based content. It is also found that video content was the most memorable (43%) in comparison to text (18%) and images (36%)”.

Video promotions are taking shape and becoming increasingly important. Video has become a powerful tool with users preferring the textual content which is accompanied by videos. Video promotion has emerged as the clear winner allowing brands to capture their customer’s attention and build a loyal customer following.

According to a report, it is estimated that people showcase more interest in videos rather than going through huge content describing the company’s products or services.

Video marketing is the fastest-growing and in-demand form of marketing that have been using to augment your business conversion rates. Content-based video marketing helps to enhance your website's search engine optimization by driving people to your homepage. It is the best possible way to impact your audience and keep your dollars working at peak competence.

How does video marketing help you?

It is a simple and very efficient way to know your target audience and provide them a basic idea about your product or its functionality. When it is done perfectly, it provides cost-effective solutions for your business.

By using this marketing platform, you can reach the global audience and enhance your customer base.

If you do not opt these services, you may miss out:

• Creating connections with your global customers

• Improving visibility

• Boosting your traffic

To keep your brand/products on top-of-mind of your potential customers, start using video marketing services

4) Content Marketing

“89% of B2B marketers report they are using content marketing to increase leads and drive their brand forward.”

This means that having a perfectly planned content marketing strategy can really help you to increase traffic and build an engaged group of followers. With relevant and great content, you can get a competitive edge in a crowded market. Engaging content drives profitable customer actions that help your products reach the target audience in less span of time.

Content marketing is all about creating useful, engaging, and value-adding content that helps readers. It is used to sustain the reader's attention in various ways. Well written content needs marketing to be done properly to get traction from the audience.

"It's not the best content that wins; it's the best-promoted content."

Content must be reliable as it directly addresses the company's image. Content marketing helps to achieve the following pointers:

• Content Marketing is an asset to build your company's credibility in the marketplace

• Customer focused

• Quality content can help you grow your viewership

• Eventually enhance your brand presence online

Content marketing demands persistence so keep making quality content and don't forget to promote it, promoting content is also very important.

5) Banner Advertising

“A new study conducted by Forbes shows that marketers who invest more than 10% of their budgets in video marketing are more likely to exceed their growth by 25%.”

This study also found that CMOs of global top companies demonstrated, there has been significant growth in their business through banner promotions. They help to effectively reach and engage customers and prospects besides improving website traffic.

Banner Advertising helps to build your brand story that will resonate across the globe. Your ideas can be brought to life with perfectly executed creative banner ad tactics. Banner ads are innovative, eye-catching, aesthetically appealing, and affordable. They help to make an impact on your target audience making them take a decision.

With banner ads, you can:

• Entice your target audience

• Build brand recognition

• Encourage visitors

If you want to increase your presence across the globe, opt banner advertising services.

Using advertising Services, we can reach the target audience across the globe. They help to enhance business productivity and online visibility.

Collaborating with sales, marketing, engineering, and the rest of the industry management team on the market development strategy, marketing message, supporting content, and marketing plan, as well as help, define the long-term technology roadmap.

Marketing of industrial automation promises big things; more leads, conversions, and sales, all with less work. Businesses that use automation have seen increased leads and sales, driving a 14% in sales productivity and a 12% reduction in marketing overheads.

There’s a lot to gain from industrial automation. Greater efficiency, cost savings, improved productivity, more insightful analytic data, and better customer support; all of these benefits are irresistible for marketing professionals.

For marketing professionals, the industrial automation sector offers an exciting opportunity for greater efficiency, cost reduction, and enhanced customer experience. Embarking on an automation journey for your business may seem intimidating, but with the right advice, it’s easier than you think!

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