Trade shows in industrial marketing have always represented a large part of the investment in this sector — and one of the main channels for generating new leads and converting them into sales. Obviously, the pandemic scenario meant that trade shows did not take place, or were transformed into virtual events.
It’s no surprise, then, that industrial marketers have turned to content marketing strategies and tactics in a big way.
The end of trade fairs in industrial marketing?
According to research conducted by the Content Marketing Institute , and published recently, digital strategies have given way to events. Here are some numbers:
- The use of virtual events/webinars/online courses increased from 39% to 55% in 2020;
- In-person events decreased from 65% to 38% compared to 2019;
- Almost all industries surveyed
(91%) expect some of the changes to remain in place for the foreseeable future.
The big issue is that, until 2020, the industry depended jamaica email list 329174 contact leads on trade fairs to sell almost all of its production. With all the transformation, these companies had to figure out how to attract their leads digitally.
Furthermore, the mailing list generated at trade shows was often not fully utilized afterwards – it is not uncommon for these potential customers to be entered into the CRM and never google translate vs deepl: find the best translation engine for your business receive another email from the company. Therefore, replacing trade shows in industrial marketing was an excellent opportunity for the manufacturing sector to find new ways to generate quality leads.
Types of content used
There have been some major shifts in the content marketing tactics used by industrial suppliers. In 2019, the top three tactics were:
- Social media content at 92%
- Videos (excluding live streaming) at 81%
- Newsletters at 74%
In 2020, this scenario changed dramatically. Email marketing became the main communication channel in the industry, with 81% adoption, followed by blog posts and videos (both with 79%). Infographics began to be used by 66% of industry marketers. Case studies also began to be explored by 65% of professionals, and virtual events were used in 55% of cases.
Importance of email in industry marketing
Email marketing is and has always been an important part of content mobile lead marketing. With more people working from home, email is the best way to communicate with customers, suppliers, and employees.
Email is second only to social media when it comes to content distribution for industrial marketers. This is important because you can’t rely on organic SEO alone to get your audience to discover new content published on your website or blog. Here are the top content distribution channels used by the industry over the past 12 months.