Three things to know about digital marketing for distributors and suppliers

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 don’t 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.

I hope this has given you a useful introduction to digital marketing for distributors and suppliers. For more in-depth information, read our free guide below.

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Samantha Brazel

Team Leader at Webcertain

Samantha is the Team Leader of the Translates department at Webcertain. She has been working at Webcertain for five years and has a professional background in translation and localisation management. She manages a team of Project Managers who are invested in continual improvement and keeping up with translation industry developments. She has a keen interest in engineering and manufacturing, as well as in retail and marketing. She enjoys new learning opportunities and developing her skill sets. She is currently learning about multilingual social media. Samantha is from North Yorkshire in the UK, and has close ties to family and friends in Brittany, France.

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