Marketing Industrial Products Online

Selling to industrial or manufacturing clients using the internet search engines might not appear to be a good strategy for gaining sales

. Manufacturing firms generally use purchasing agents to enforce buying rules that may hinder a company trying to break into a new industrial account. For some providers of industrial goods and services though, an online strategy may be the key element in breaking through the barriers that have hindered so many salespeople.

It is important to note that the World Wide Web is principally used as a tool for researching information. Clients and prospective customers with questions or problems are highly likely to use the internet and the internet search engines to help them find information to solve problems. Organizations that manage useful websites in a manner to make them likely to appear on search engines such as Google are able to increase sales and revenue.

The internet strategy for selling to industrial clients calls for an effective web page that is 'optimized' to appear when industrial customers search for information. The strategy is highly useful for narrowly defined businesses such as Epoxy Floor Coating specialists that can resurface warehouse floors. Or, companies specializing in janitorial supplies might also earn more business with an effective internet web page.

So what are the steps to marketing industrial products and services online? There are three key elements in marketing industrial products using the internet: Create an Informative Website Anticipate User Questions Include a Clear 'Call to Action'

An informative website responds to the user's need for information. As the internet has emerged as such a powerful research tool, providing a website that gives users the information they are seeking puts the company in a position to become an authority on a particular topic. Authority sites then are the ones people trust with their purchases.

These "authority" sites require frequent updates and modifications to keep them relevant. Google and the search engines visit sites regularly to look for new content. Those sites that have high levels of relevant content that also change regularly are viewed favorably by search engines. Of course it requires time, effort and perhaps some expense to keep web pages current, but the revenue generated may make the effort worthwhile.

Answers to industry related questions make good content as well. As readers find value in other's expertise, this content attracts repeat viewers and establishes industry credibility and brand awareness. Additionally, users that identify a good authority site that provides useful answers to their current questions, they are much more likely to explore a purchase from the owner of that particular site.

Many if not most websites miss the key element of including a clear 'call to action.' A call to action is simply a request to the reader to take some form of action in response to reading the page. A call to action may be an email, completion of an online form or making a telephone call. Regardless of which works best for the page owner, a clear instruction or action request is necessary to connect with the reader. After directly corresponding with the reader can the company, it is much easier to build a relationship and win over a prospective customer.

Procurement offices in industry companies may present a challenge to those trying to make new sales. The World Wide Web provides an opportunity to cut through the red tape surrounding most procurement operations. Purchasing officers rely on the internet to do help in their product or supplier research. For those selling in these fields, a web page can cut through the company rules and regulations to reach a prospective customer with useful and valuable product information and in the end, earn a new customer.

Competing for new business is of course, essential to the survival of any enterprise. Answering important questions and delivering content that customers may find valuable is one of the best ways to open doors that may have been closed.

by: Matthew Stone.

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