Digitalization has resulted in the progressive development of every industry today. It is rightly said by economist Mariana Mazzucato, “Digitalization is no longer an option. It is a necessity”. Every brand benefits from making its online presence felt, developing brand image, and reaching more customers globally. The major demand for digital marketing in the Chemical industry has increased exponentially.
Digitalization can give chemical industries the power to unlock a lot of profit at low cost and investment. In the US alone, there are around 9000 chemical companies. Making your brand stand out in the digital market is of utmost importance. An effective digital marketing campaign can help reach sales and marketing goals.
Marketing for the chemical industry comes with a lot of challenges in terms of regulations, product diversity, and globalization. In this article, we will focus on two main marketing segments, B2B marketing, and B2C marketing. Both markets have different targets, objectives, audiences, and strategies. B2B marketing is comparatively more challenging as it has fewer promotional channels as compared to B2C marketing. We will also talk about important digital marketing services which will help you achieve your targets.
Various Digital Marketing Services to Reach your Targets
- Web Development
For making your online presence felt, having a website is very important. Web design and creation for your company require a unique voice and a lot of effort. Creating a website that is easy for Google to track can highly benefit your company. Optimizing your website using Search engine optimization (SEO) has proven to be very effective. Websites can help coordinate transport and logistics. It can also help coordinate with engineers, manufacturers, distributors, etc.
- Social Media Marketing
Social Media marketing is proving to be very advantageous nowadays. Chemical companies can build brand awareness and interact with customers via social media. The key to social media marketing is consistency. More than 50% of B2B marketers consume social media content. Regular interactions with viewers and followers can build a reputation and help the company grow.
- Content Marketing
Content marketing strategy comes before social media marketing. It is a major part of your digital marketing campaign. To stay ahead of your game you need to continue to create awesome content. Content can include writing, audio, videos, infographics, etc. Search engines appreciate companies that are regular with their content. Well-written content can improve website traffic and increase conversion rates.
- Digital advertising
The lens of advertising has shifted from newspapers, magazines, billboards to all things digital in today’s time. Digital advertising comprises delivering promotional content via emails, social media, websites, blogs, mobile apps, etc. Including interactive images and videos has increased website traffic along with good content. Video ad spending rates have increased by almost 5% from 2020 to 2024. Digital advertising is cost-effective too as compared to traditional advertising campaigns.
- Brand building
Branding is an important aspect of digital success. Developing your unique brand name, logo, website, etc helps build trust amongst customers. Branding is multifaceted, companies need to look into product reviews, customer satisfaction, pricing, timely deliverables and build a good reputation. When it comes to chemical industries customers do not hesitate to switch companies. Therefore, being on the top of your game becomes extremely crucial. Customers rely on reputed companies such as Dow Chemical, BASF, SABIC, etc without any hesitation because they have built their brand name.
- Analytics and strategy
Various analytical tools can help you check your website’s health. Google Web Analytics is one such tool that can track website traffic, notify you of penalties and help you improve your website’s performance. Web development does not involve just creating and marketing a website. A lot of work is to be done to maintain website health for long-term benefits.
- Competitive analysis
The chemical industry is very competitive and customers do not hesitate to change companies to meet their requirements. Building brand loyalty is a challenging and tedious process. It requires constant up-gradation and analysis to stand your ground. The competitive analysis involves identifying your competitors, analyzing their sales and marketing tactics, etc. Competitive analysis helps develop new products and services, reveal market trends, and identify gaps in the market. Every company must resort to competitive analysis for the overall growth of the company.
- Pull marketing
Pull marketing involves generating demands for a product. Chemical industries would benefit from pull marketing by creating valuable content, videos, infographics rather than just relying on advertisements. These advertisements end up mostly in the spam folder. Providing information that is valuable, educational, and informative will help build more credibility. Customers will be engaged and this will also improve leads. Roughly 81% of B2B customers rely on newsletters and email content created by the chemical industry.
Organic traffic increases when companies realize how digitalization can impact every part of the chain, from raw materials to end products. Every department of the company such as sales and marketing, research and development (R&D), manufacturing, etc must explore the scope of digitalization. Staying updated with customer requirements, new developments in the industry, utilizing digital advances can help your company grow.
Digitalization has made access to customers much easier and faster. Research suggests that most people feel comfortable talking to a person about a new product or service to gain trust. Multichannel businesses do better than single-channel businesses. Making the most of the digital services available is highly advantageous. People value building a personal connection in the digital world. Content that is informative, educational, and advantageous to your customers will help build better relationships with them. Chemical industries should explore the scope of digitalization and make their online presence last.
