This blog post was updated on 5 May 2023.
As a distributor or supplier, you are likely to have some limitations imposed by manufacturers in terms of selling spaces, as well as guidelines to follow and sales targets to meet.
Digital marketing can be a great way to help you to achieve your goals, but approaching the online world for the first time can be daunting if you have been used to focusing your marketing efforts offline.
Here are three aspects of digital marketing for distributors and suppliers you need to be aware of if you want to succeed online and in international markets.
1. Translation and/or review
Ensure that your content is readable to your customers no matter where they are, especially in the case of content where you need the core message relaying to your target market. Most main website content and technical data is perfect for translation, and tools are available to assist with consistency too. Use a stylistic and considerate approach when handling catch phrases, slogans and anecdotes, as they do not always translate well, and they may simply make no sense at all in the target language. In worst cases, they can even be rude and offensive when translated.
2. SEO (search engine optimisation)
An SEO strategy will make your website get noticed by retailers looking for suppliers. Your website is likely to have lower authority than your manufacturers’, and it will have little chance to compete with them. This is why the focus should be on targeting less competitive keywords for which you are more likely to get good rankings.
3. PPC (pay-per-click)
Check which searches are most popular for your target language and search engine, and use them to improve the footfall to your website. Generate leads through the use of paid ads on websites, mobile devices and search engines. Carefully managed budgets and a keen knowledge of where and when to place your ads will help you make the most of your money and generate the most leads.
Want to learn more?
I hope this blog post has been a useful introduction to the topic of digital marketing for distributors and suppliers. For more in-depth information and advice, read my full-length guide here! From reading this guide, you will learn:
- How a strong digital marketing strategy can benefit distributors and suppliers, and the main points to consider before you make a start.
- The main areas of digital marketing that distributors and suppliers should consider when coming up with a strategy.
- How you can establish good relationships with your manufacturers, so that you can both compete within the right space.
Samantha Brazel
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