Successful marketing of industrial services
June 10th, 2020 | Reading time: 3 minutes
Written by @Matthias Borch
Our authors welcome discussions and suggestions on the topic. Contact the author or comment on the article.
Deficits in the marketing of industrial services
The high importance of industrial services suggests that a high demand and thus a high level of profitability is associated with these services. However, this assumption is not reflected in the companies’ sales and profits. According to a study by the Mannheim University of Applied Sciences, industrial services only account for 14.8 % of company sales. Small companies in particular often lack the capacity and competence to market their services alongside their day-to-day business, as the following figures illustrate.
Only 40% of companies communicate with potential service customers consistently target group oriented.
Only 23% of companies try to highlight the benefits of their services.
Deficits in the marketing of industrial services
To support you in successfully marketing your services, we have identified relevant factors for customer-oriented communication.
- Divide services into business types
First, the services offered should be divided into categories such as product, system or integration business. In this way, the entire category can be advertised. This enables efficient marketing due to the similar services of a segment. - Highlighting competencies
When presenting one’s own services, it is particularly important to communicate one’s own advantages. To increase customer preference for your services, you need to communicate what makes your services so special and how you stand out from the competition. - Addressing customer needs
Customers often look for a solution to their problem. Therefore, communication should be individually tailored to the customer’s problems. It is also important to emphasize the success of the respective services, such as the positive effects of the respective industrial services on process optimization, customer satisfaction or turnover.
After the strategy has been created on the basis of the guide provided, the marketing of the industrial services must be communicated to the customers. As B2B products have special characteristics and this has an impact on communication, we present in our blog article Digital communication of industrial goods how to communicate your products correctly on digital channels.
Matthias Borch
Matthias deals with the development of digital strategies, as well as other topics such as campaign and media management. Learn more
If you have any questions regarding the creation of a marketing strategy, we will be happy to help you! Simply arrange a free consultation.
MORE BLOG ENTRIES
B2B Marketing Trends 2020 – HUMAN EXPERIENCE24. October 2020Enormous changes in the marketing world are upcoming! Our second blog article "Human Experience" presents the second - in our opinion central - marketing trend for the year 2020 and gives advice on how to make your customer communication "future-ready". […]
B2B Marketing Trends 2020 – PURPOSE6. September 2020Enormous changes in the marketing world are coming! Our latest blog series presents the Marketing Trends 2020 and gives advice on how to make your customer communication "future-ready". […]
Managing B2B Brands using Digital Channels12. August 2020Many B2B companies underestimate the positive effects of customer management on the business. Valuable relationships with your customers can be established. Digital channels make it easy to keep in touch with your customers. […]