You say, “What’s an industrial franchise?”
Allow me to continue.
Before we continue let’s define “franchise” from Merriam-Webster:
Franchise: “a special privilege granted to an individual or group”
Here’s why your industrial company can build “special privilege” or a “franchise” in your industrial niche pumping up your industrial marketing strategy using the web as your branding megaphone .
First, let’s agree your industrial buyers’ behavior has changed dramatically in the last few years. For information about your products or services they will always check Google first. After all, you checked the web for your next vacation, didn’t you?
If you are like most industrial marketers, your branded sales materials are not there to greet your buyers that have specific intent when searching for your products. They want quality information in a format and time frame of their choosing.
Just this morning I had coffee with a prospective customer and he told me about a particular project they stole from a competitor because their competitor did not have the technical expertise to complete the project to perfection. This prospect’s brand revolves around completing highly technical systems, where many of their competitors do not have the technical expertise.
So, I came back to my office and checked several of the technical keywords phrases associated with the engineered materials and project mentioned above.