Digital marketing for specific industries

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Whether you're working in digital marketing for a company as a freelancer or a marketing agency, you'll be asked to create a campaign in the area your company/client operates in, and that's natural. The problem comes when it's an area you know nothing about . Here's what you need to consider when creating campaigns for specific industries .

b2b digital marketing

B2B digital marketing
B2B (business to business) is a business concept in which whatsapp number your target group is not individual customers, but companies. So, you are marketing a product intended for business, not end users. This is not a specific industry, but this way of doing business also carries certain obstacles. With good targeting, you will find people relevant for decision-making in the domain in which your product works.

Example of a company with a B2B product – Hootsuite
Hootsuite is a digital marketing solutions company. Specifically, its product is a SaaS (software as a service) tool, or rather a platform that makes it easier for everyone involved in social media marketing. In addition, they have a certification program – a series of educational courses related to the topic of social media profile management and social media strategy.

Example of a course offered by HootsuiteExample of a course offered by Hootsuite
From this example, we can see how specific the sales funnel of companies that operate over the internet is. In addition to classic sales and persuading business users to buy their product, they have taken an active approach. They have started to bring their customers themselves instead of waiting for them to come to them.

Their campaign, in addition to social media marketing and Google AdWords, also includes email marketing, free e-books and documents , and educational webinars . Through all this educational material, they unobtrusively market their product, and they do it very successfully. They know that their target group is up to date with trends in the business and digital world, and they have to adapt their approach to these facts. Good tactics are needed when targeting professionals in a certain field, because they can easily see through if you give them incomplete or inaccurate information.

Forming a strategy for appearing in the digital world
Before you start implementing a digital marketing campaign for a brand, it's important to come up with a strategy. If you're working in a specific area, there are things you need to pay attention to:

Season – adjust your strategy to the season,
regulations and laws – for some industries, the existence of regulations or rules is essential, the content of which you do not need to know, but you need to know that they exist,
Strong opinions – there are areas where you will consistently encounter conflicting opinions (this is often seen in the example of food – GMOs, organic food, vegetarianism).
Digital marketing for specific industries

You must especially keep this in mind when it comes to community management, email marketing, and paid advertising.

Digital marketer, or...?
Are you involved in digital marketing and think that you only need knowledge related to that area? Wrong. Depending on the field in which the company/client for whom you are formulating a strategy operates , it is necessary to "get into the subject" and acquire at least some basic knowledge in that sphere.

This is especially important if you are a copywriter or content marketer . Also, with Facebook advertising, you need to know a certain number of technical terms and their meanings in order to better target your ads. You will know that you are on the right track if you are able to hold a conversation with an expert on the topic.

When we're talking about this topic, we can't help but wonder whether it's even worth hiring a digital marketing manager outside the company or whether we should decide to hire one in order to be as specialized as possible in one area.