As Co-Founder and Chief Operating Officer/Chief Marketing Officer of DOZR, Erin Stephenson is an experienced leader in construction tech.
In the last 10 years, digital marketing has brought dramatic changes in the way that businesses can market products to their customers. We are consistently consuming more content than ever before, all the while being far removed physically and emotionally from who’s sharing these messages with us. One thing that has remained constant and true within marketing circles is the need to foster loyalty, demonstrate transparency and establish strong relationships with your audiences. There is power in having relationship-based marketing strategies, particularly when connecting with customers in traditional industries.
As these industries continue to grow and adapt, your marketing tactics need to as well.
Defining Traditional Industries
Technological innovation aside, traditional industries such as manufacturing, agriculture, mining and construction have drastically changed since the industrial revolution. In the last 30 years alone, reaching customers in these fields has seen a drastic change and modernizing these tactics in order to keep your business relevant has become essential.
What does this mean when you’re looking to engage with customers in these industries?
1. Know who your customers are—go to them.
One thing about those working in traditional industries—especially the trades—is that they are generally cautious and not inclined to take risks. Luckily there is a transition happening within this sector and, according to McKinsey & Co, there are three factors which are resulting in a shift of business dynamics. “A changing workforce, faster-moving ecosystems of customers and suppliers, and digital disruptors” are all responsible for reshaping the industrial sector.
Knowing these individuals and businesses is just one piece of the puzzle. There will always be hesitation and a lack of engagement when these industries still need to understand the value your business can bring. Think strategically when you are going to engage with them. Go to the trade shows, connect with the business owners, and show them how working with you can bring additional value to them.
2. Understand the relationship your customers have with your business.
According to a recent study, 79% of customers prefer a personalized service over personal marketing. Additionally, 84% are willing to spend more money for better experiences. What does this mean in regard to your relationship with your customers? You need to understand what exactly it is your customers are looking for. While bringing in new customers is essential, fostering the relationships you have with that initial 23% will help you gain a better return on your investment.
3. Consider taking an integrated approach as you connect with them.
In marketing to your customers, there is a large variety of verticals in which you can foster a connection. A time-and-tested way—word of mouth—will always be an incredibly valuable way to connect with customers. Although not always inclusive of measurable tactics, referrals can go a long way and can be turned into a tactic to gain additional sales. Facilitating social proof points and incorporating customer testimonials are a valuable way to connect with customers from traditional industries. Look at email, newsletters, targeted print ads or contributed articles as part of your methodology too.
An integrated approach can allow you to leverage your digital footprint, while also participating in some traditional marketing that may be aligned with your target audience. Additionally, incorporating your brand into digital spaces—SEO, native ads, display ads, video, etc.—is imperative.
There are a number of directions in which your marketing approach can embark on. The most important thing to remember is to keep your customers top of mind at all times.
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