Digital marketing has never been more critical for uniform distributors and manufacturers in terms of adapting to a post-pandemic market and maintaining a trusted connection with customers.
When it comes to the main components of B2B marketing, it’s still important to remember the two main pillars: reputation and relationships. Even on a digital platform, word of mouth and networking will still play a role as we go through some digital marketing ideas uniform companies can use for their 2022 marketing strategy:
Creating content for a smarter algorithm
In today’s online market, a tried and tested tool in establishing a brand’s rapport is by content marketing, ie don’t underestimate the power of B2B blogging.
While blogging is not a new digital marketing tactic, posting regular articles can demonstrate your brand’s industry knowledge and provide insights into your specific niche. Regular content on your website will also help increase your SEO, as Google’s 2022 Guide to Good Content reported that algorithms will become more effective in matching your content to the intended audiences. Meaning, smaller, and niche businesses, like uniform distributors, will have a better chance to rank in search engines.
In addition, a 2021 study claims that 80% of B2B buyers prefer to get information about a brand and their products from an article rather than an ad, so blog article will be vital in terms of lead generation.
Uploading video content on LinkedIn
Since the start of the pandemic, video consumption has significantly risen, thanks to the short-video giant, TikTok. Other social media platforms have already taken note of the popularity of videos, with Instagram announcing that it would shift from a picture-sharing platform in favor of video content.
Although Instagram and Youtube have already taken over the B2C market, a 2021 study by Hubspot found that 49% of B2B marketers found that LinkedIn was the best platform for sharing their video content. Seasoned B2B marketers will know that LinkedIn is an essential platform in terms of networking potential clients. While written content can help build rapport, videos help buyers put a face and a voice to a brand.
Uniform manufacturers may benefit from educational video ideas like product demos that highlight the benefits of materials, behind-the-scenes on how uniforms are designed and made, testimonials from current customers, and interviews with the experts.
Good Old-Fashioned Word of Mouth
Testimonials from current and previous customers will continue to be an effective tool in establishing a positive reputation for new clients. Some B2B brands have developed a referral scheme to encourage current customers to recommend their services to other businesses within their network.
Similar to affiliate marketing, referral programs provide incentives like discounts for both the current and new customer they introduce you to, or whenever a client posts a positive review on social media. Many brands will already have a relationship with other companies who may benefit from workwear, so creating a referral program will help to continue to maintain a trusted relationship with current clients and help find new partnerships.
