There’s no doubt that 2012 was the year when social really exploded for the industrial/B2B space. According to a recent study, 61 percent of engineers use Online Media for work-related activities. This study further showed that 8,522,177 engineers are currently on Social Media Channels. Clearly, social isn’t going away, and plays a key role in virtually every marketing trend.
Continue to shift budgets to online activities
In the industrial sector, engineers are using a variety of online channels to search for products, services, and suppliers, including the following
- General search engines
- Supplier websites
- Online catalogs
- Industry-specific websites/tools
Research shows that 98% of industrial professionals visit at least two different work-related websites each week, and 63% visit six or more. Most important, those numbers signal a continual shift toward online research, which means B2B marketers need to follow suit if they are going to continue fishing where the fish swim. After all, even the Farmers' Almanac is available online these days.
When it comes to social media, Twitter trumps all other channels for content distribution. 74% of B2B content marketers reported using Twitter followed closely by LinkedIn (71%), Facebook (70%) and YouTube (56%). I have seen a lot of manufacturing related tweets coming across my timeline, especially from material handling, construction, adhesives and electronics enclosures industries.
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