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As a journalist with over six years of experience covering the security and automation industry, I’ve seen the shifting landscape of B2B marketing. During a recent conversation at a major security trade show with an industry veteran, we delved into the reasons companies attend trade shows: meeting customers and analyzing competition. However, the emergence of the internet has altered the necessity of these events, causing uncertainty and confusion in marketing strategies.
The Changing Face of Trade Shows
Many businesses now find trade shows less essential. The internet allows companies to connect with customers and monitor competitors without physical presence. Large corporations even create their exclusive events. Despite this, confusion lingers over how to balance online and offline marketing investments, leaving many at trade shows feeling lost and uncertain.
Step 1: Recognizing the Internet’s Role
Unfortunately, some “digital marketers” merely post content on social media, thinking it constitutes marketing. Though online likes and shares are gratifying, they don’t necessarily translate to sales, especially in the traditionally-minded security industry. It’s crucial to recognize that the internet isn’t just mass media, and generic use of social media isn’t always ideal for B2B marketing.
Step 2: Targeting the Right Audience
Digital content influences 67% of purchase decisions in the industrial and manufacturing sector. Hence, it’s essential to:
a. Identify where your target audience resides online. For example, LinkedIn might be more relevant for upper management than Facebook or Twitter.
b. Build lasting online relationships. Your aim shouldn’t be gathering likes but creating content that meets your customers’ needs. This may require specialized content for different customer segments.
c. Utilize e-newsletters effectively. Customizing newsletters to address specific problems can increase engagement.
d. Create blog posts and other content. Building an authoritative presence online through well-written, SEO-compliant content, guest posts, and authentic customer reviews is crucial.
Step 3: Integrating and Tracking Results
Finally, evaluating the success of an online marketing strategy is essential. However, traditional quantitative methods like Google Analytics might not provide meaningful insights for the B2B security market. Engaging with potential customers, understanding their response to your content, and focusing on the right numbers are essential in measuring success.
Conclusion
The B2B marketing scene in the security industry has undoubtedly changed, and navigating the digital landscape can be perplexing. However, understanding the dynamics of online platforms, targeting the right audience, creating meaningful content, and tracking results can significantly enhance marketing strategies. The traditional, number-focused approach may not provide the desired insights. Instead, active engagement and tailored strategies hold the key to success in this evolving environment.
