Social Media in Industrial Marketing works
According to the latest study by Millward Brown Digital, almost 50% of B2B b2b email lists poland purchasing decisions are made by people between 18 and 34 years old , i.e. “ Millennials ”. These generations are totally used to moving through social networks, and not only that, but 93% of decisions are influenced by Social Media ( Socialnomics 2014 ). Through an effective digital strategy, it is possible to obtain twice as many contacts than in fairs, events, telemarketing or other traditional marketing actions.
These results are due to the fact that in industrial companies the purchasing processes are complex and require time and knowledge, so locating potential customers and creating conversations with them will allow them to obtain more information about possible solutions to their problem, thus reducing uncertainty and generating a direct link. Thanks to the different digital tools, it is possible to communicate the differential value of the most complex products and services, and show users what uses and benefits they have.
Nowadays, the main question that many Spanish companies working in this sector are asking themselves is whether their market is large enough to carry out actions on Social Networks. The answer is yes, absolutely yes. Companies that target small markets have a greater need to build customer loyalty and promote WOM to increase their market share.
From users to brand lovers
When a company makes use of social media and opinion platforms based on a clear strategy, especially focused on buyer personas, they can become brand lovers or prescribers. Why is this concept so important? Because in the industrial sector, most agreements are reached through networking, and through these groups of loyal followers, the most powerful and effective marketing tool for any company is put into action : WOM (Word Of Mouth).