MiningConf Webinar: Brief Summary.
At the free webinar “How to make people buy from you: secrets of attracting clients in the mining industry,” experts talked about branding and effective digital promotion channels for industrial companies.
The webinar took place ahead of the first conference on marketing, promotion and sales in the mining industry, MiningConf .
MiningConf is:
// 3+ hours of theory on promotion and sales in the mining industry,
// 15+ successful marketing promotion cases in detail,
// 5+ hours of networking in an informal setting,
// 20+ speakers-experts in marketing and sales.
The first report on industrial enterprise branding was given by Arseniy Kutovoy . According to the expert, the key problem in building a brand for industrial companies is weak attention to service. Although it is at the service stage that the brand's reputation and trust in it are formed. It is important to understand that the shipment of products from the warehouse is not the end of interaction with the client, but only its beginning.
The speaker pointed out another common problem – industrial companies often do not pay attention to how they look. That is, how their website, office, employees’ clothes, business cards, exhibition stand, etc. look. As a result, a potential buyer forms a negative impression of the company, and asks himself: “Why do they look like that? They don’t care about their appearance because they don’t care about themselves, how is everything organized? Will they come to us too? They don’t invest in their development, they have chaos and disorder there . ”
The speaker then went on to explain what needs to be done to solve problems related to company branding:
// find out what valuable things we do for the client,
// form a value proposition,
// express this in communication.
When interacting with a client, Arseniy Kutovoy suggests thinking about which of the roles in the enterprise the brand should communicate with first. Here it is worth taking into account that there are three types of buyers. They all have different requirements and motives, but you need to talk to everyone - the only question is who to start with.
The second report was given by Dmitry Loginov . The expert immediately noted one trend - many manufacturing companies have big problems with corporate websites. Marketing promotion loses its effectiveness due to the imperfection of the website. It leads to the fact that the company is not ready to accept requests, potential clients do not see its differences from competitors.
The speaker assures that a corporate website should solve one and only one global task. There are only four such tasks:
// Sales automation,
// Maximum fast contact,
// Increasing loyalty and further interaction with clients,
// Working with additional audiences: investors, partners, press, contractors, etc. (research purpose).
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Only after preparing the site for traffic from the Internet, the speaker recommends engaging in advertising. From the point of view of the sales funnel, you should start with "hot" demand. If the product is not yet known to a wide audience, then it is recommended to move up to the next level - to the stage of increasing brand awareness. There will be more contacts and views, but lower conversion to purchase.
In conclusion of his report, Dmitry Loginov presented fast digital solutions for sales growth:
// Quiz/chatbot on the website + contextual advertising
// Landing page for a specific product group + contextual advertising
// Master of campaigns in Yandex.Direct + creatives from AI
// We upload qualified leads + train campaigns to search for similar ones
The webinar audience highly appreciated the speakers' presentations, noting the quality and uniqueness of the information provided: "Arseniy, I haven't attended a presentation of this level in a long time", "The material is excellent! Thank you very much", "Thank you, a very interesting lecture", "Thank you, very useful and interesting!" etc. At the end of the webinar, the speakers answered many questions from the audience.