Industrial Advertising - b2B marketing For Big Businesses

Are you a B2B sales company looking to up your advertising game?

Industrial advertising advertises goods and services to the businesses that need them. Industrial advertising refers to a subcategory of business-to-business (B2B) advertising focused on  materials, products, or services related to manufacturing and other industrial processes .

What exactly is Industrial advertising?

Advertising targeted at manufacturing companies is referred to as industrial advertising. It promotes sales of supplies, machinery, or technology required to run a manufacturing company.

Other types of B2B advertising are also referred to as industrial advertising. For example, a corporation with an office purchases computers,  software, and cleaning services. Lawn-care businesses purchase mowers, shovels, trimmers, a cargo trailer, and other gear. For each project, a construction company needs raw materials like pipes and lumber. These are other forms of industrial advertising.

Businesses, like consumers, want the products they buy to address a particular issue. Advertising for B2B purchases focuses on providing answers to the potential buyers' problems.

The average consumer frequently compares prices and makes sporadic purchases. Businesses, however, will often purchase the same goods or services repeatedly. A predictable supplier for critical goods and services for daily operations is highly desirable for most B2B buyers.

The goal of industrial advertising is to engage businesses and persuade them to buy repeatedly from you. Industrial advertisements draw customers, boost sales, widen distribution networks, and build brand recognition. For this reason, industrial advertising usually involves higher up-front costs with larger returns. Often these returns will be recurring, creating long-term residual income for your business.

Traditional channels for industrial advertising:


  • Print Ads
  • Direct Mail Ads
  • Cold Calling
  • Trade Magazines and Catalogs
  • Industrial Print Directories
  • Newspapers
  • Trade Shows
  • Business Fairs

Examples of digital industrial advertising channels:

  • Pay-per-click (PPC) ads
  • Social Media Marketing (especially LinkedIn)
  • Email Marketing Campaigns
  • Remarketing/targeting ads

What are the benefits of Industrial Advertising?

Industrial advertising uses a marketing plan that takes into account details about your target customer, competition, and unique selling offer. This approach enables you to pinpoint the locations and markets where you can reach businesses who need your products.

Company purchasing decision-makers don't obtain their information from the same sources that regular consumers do. Because the majority of viewers do not require office supplies or manufacturing equipment, these products are not advertised on television. Instead, industrial advertising channels are the best way to represent your company as the best option in your sector.

Industrial customers take their time to get educated about the purchases they're considering. Content marketing is one way to simultaneously educate and advertise. Content marketing involves offering content that's compelling to businesses. For example, if you're a tech company that sells software to manufacturers, you might write a blog post about signs their software needs an upgrade. You may even have noticed that this article is a form content marketing for industrial advertising.

Digital indsutrial marketing enables you to reach audiences all around the world. With digital industrial advertising, you can expand your client base to new geographies. Digital marketing allows you to do business and gain revenue from around the world.

Digital marketing also provides excellent performance and ROI tracking. This allows you to tweak the marketing campaign over time, improving efficiency and insuring a positive return on your marketing spend. Digital marketing enables you to easily determine if your campaign objectives are being met and what is and isn't working in your marketing strategy.

With digital channels, your advertisement is live as soon as you press the publish button. You can make changes quickly, and you don't have to wait long for results. Traditional marketing channels require lots of lead time and planning, for example working with printers for marketing materials, or planning trade show exhibits.

Marketing campaign performance tends to decay over time, and every campaign eventually needs a refresh. Digital marketing analytics tools, like Google Analytics, give you great information to make each campaign better than the last.

What do I need to consider for good Industrial Marketing?

Industrial advertising should be as engaging as possible, regardless of the type media you use. Communicate a clear value proposition and show how your product or service will solve problems for your clients. Successful industrial advertising creates long-lasting partnerships with companies in related fields.

Understand Your Audience:

Think about your product or service and who you are trying to sell to. What stage of the purchasing cycle is your audience at? Are they trying to solve a problem right now or are you showing them a product that solves a problem or need they didn't realize they had?  

If you want your marketing to resonate with your target industry, you must have a deep understanding of who they are. By developing marketing personas, you can specify your ideal client using characteristics like:

  • Industry
  • Location
  • Desires
  • Business Needs
  • Issues

Building these personas will inform your marketing campaign in many ways. Your brand voice, where you invest your ad spend, and an appropriate goal for your campaign will be determined by your customer personas.

Set Clear, Measurable Goals:

Set goals for your campaign, and adjust accordingly. What is the business objective you want your marketing campaign to achieve?More sales, subscriptions, quotes or traffic to your site, for example. Setting this goal will help you identify key performance metrics for your campaign.

Be Clear On Your Value Proposition:

Knowing the advantages your product or offers to businesses and how it outperforms your rivals will help you run an effective industrial advertising campaign.

Some common aspects where your business may offer greater value than your competition are:

  • Price
  • Reliability
  • Quality
  • Brand Reputation
  • Customer Service

Identifying your competitive aspects will help you tailor your marketing campaign to promote those features, and connect you to buyers who value exactly what your company offers.

""Industrial Marketing, especially digital channels, allows you to penetrate new markets and gain an advantage over your competition."

Here at Goliath Marketing, we can help you build the best industrial digital advertising strategy for your business. We specialize in working with B2B companies, so we understand what it takes to be competitive in those markets.

Contact us online by clicking the link below to talk to a strategist about our industrial marketing solutions!

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