Tapping in to the Future

With third-party retailers like Amazon, Currys and certain supermarket brands becoming more prominent and dominant, many B2B manufacturers of electronic equipment and components have also had to rethink their current strategies in an effort to compete and grow faster.

From aerospace components, robotic equipment used by manufacturers, telecommunications, lighting including light-emitting diodes and consumer electronics, the electrical industry covers a wide variety of products. There is a multitude of specialist solutions within specific sectors too, for example, x-ray machines in hospitals, on-board diagnostics for courier companies and warning sensors to alert people of gas leak dangers.

It has been reported that the global business to business electronic market is expected to grow from $9.77 billion in 2020 to $10.34 billion in 2021, and continue to $12.45 billion by 2025 – bringing with it a wealth of opportunities for ambitious businesses.

All this combined means the electronics sector is without doubt one of the fastest paced sectors in the world. Everything is changing around us all the time and being made smaller, slicker, quicker and able to make our lives easier and more entertaining. As products develop to become more advanced, so too must the marketing strategies to promote them.

The B2B companies in many sectors linked to electronics are increasingly finding that strong marketing strategies can help them not only find their target clients more effectively but also encourage growth and rival their competition. The only way to ensure that your company is visible to the clients who need your products and services is to communicate with them. Here we talk about a couple of key considerations when marketing your business.

Keep it simple

The latest electronic advancements and technology can be difficult to explain – it can especially be hard to talk about a product or solution that is new to the market in a concise way.

One way to tackle such messages is to evaluate and convey the key features and benefits, alongside explanations on how these will change working practices in the sector(s) they are used in.

Keeping it simple and jargon free can assist in engaging audiences that, in the first instance, may not understand the technical aspects of the technology. However, once the core messages have been explained, then you discuss finer details at the later stages of the potential customer’s decision-making process.

Spread the message 

You can’t expect new customers to stumble upon your product, solution, or even your website, by chance.

Actively promoting your company using a variety of marketing channels such as regular thought leadership articles in key publications, social media, PR and SEO can create a big impact by pulling new customers to your business.

The content is key. For most content marketing strategies it is now commonplace to develop information and research relating to a specific topic or product into a white paper or in-depth feature piece.

This approach allows for further development of the piece to leverage its full potential. For example, white papers are used as a way to position readers as thought leaders in a specific field.

These white papers can be repurposed for different platforms and channels including, press releases, blogs/vlogs, social media posts, feature articles and even case studies.

A clear and constructive strategy will focus on getting your technology’s key features and benefits to the right audience, on the right platforms, at the right time.