Why do industrial companies struggle with digital marketing and advertising?

Unless you’ve been living under a rock for the past decade, you’re probably well versed in digital marketing. Industrial companies know it exists and even know they are supposed to, but more often than not they struggle to execute it and end up abandoning it.

So why is digital marketing and advertising so difficult for the energy sector?

  • Don’t see it having a direct impact on sales and ditch it.

While most businesses have heard of the benefits of digital marketing, many have been unable to actualize these benefits when running their own programs.

A common experience is generating vanity metrics like clicks or impressions, but not generating any tangible marketing results. For example, a business may have tried investing in ads on Google or social media, and although it generated clicks, it never seemed to affect the bottom line. So ultimately they just gave up.

Unfortunately, this is not a unique experience. There are a number of reasons why your digital marketing may be underperforming, but many businesses don’t know what to do about it.

  • You don’t have the internal resources to manage a digital marketing strategy.

One of the reasons digital marketing can fail is lack of internal resources. Marketing requires continuous work and monitoring to ensure results. But, many industrial companies do not have a dedicated resource to manage their digital strategy, so despite initial best intentions, it fails.

Some companies even try to invest in technology in hopes of improving their digital marketing, but they run into the same problem. If no one is actively managing the technology, it is underutilized and has no visible return on investment.

  • You don’t have the technical and digital expertise.

Once a business decides they need to use digital marketing and advertising, they can assign one of their existing team members to it. While it’s great to have someone managing the process, it can still fail if they lack digital marketing expertise.

Over the past decade, digital marketing has become very powerful but also increasingly complex, making it harder for people to pick up the slack without prior knowledge.

It is an endless learning process that requires constant knowledge updates. If the team member doing this doesn’t have that knowledge, you defeat them.

What can you do?

One option is to hire an experienced employee to support your digital marketing strategy.

Unfortunately, hiring can be a long and expensive process, and companies often compete with other companies for the best resources. This means that you may have to train a less experienced recruit, which will take time. Even then, without the right digital tools and other specialists, it is difficult to generate a return on investment in an acceptable time frame. And finally, many companies don’t need them full time.

So what else can you do?

Seek help from experts who are already trained and can be used on a split basis.

A good program can give you access to a team of experts on an ongoing basis to optimize your sales and marketing using a combination of technology and best practices. In effect, they become your outsourced marketing operations team focused on directly growing your sales pipeline – so your team can do what they do best – present and close deals.

Even better, these programs are often a fraction of the cost and time of hiring and training a new employee, so your business can start seeing a return on investment much faster and at a lower cost.

ActiveConversion is home to leading digital marketing experts who have helped hundreds of energy and industrial companies achieve their goals. Learn more here: http://activeconversion.com/managed-services/

Cathy W. Howerton