Social Media and the Pump Industry

Twitter: The here and now!

                       

Social media has proven itself to be a useful tool in how businesses exchange their information and ideas to the public - mainly their audience.  Brilliant social media campaigns have transcended the way businesses look at reaching new and current consumers. It's not only about creating great content that cuts through the noise of competitors but also about choosing proper mediums to access... and not all of them are proper for your business.

Let's take a look at Dollar Shave Club. In 2012 Dollar Shave Club launched a marketing video on their website and on YouTube in order to create buzz for their site. Stacked with humor, wit, and quirky scenes, this video goes viral amounting to over 12 million hits on YouTube and voted as one of the best social media campaigns of 2012... The point to consider, Dollar Shave Club created great content and chose a medium for people to enjoy that content. 

A flawed concept in thinking is that the more social media platforms you utilize, the more successful you are at getting your message across. This is simply not the case. As a B2B company with expertise in pumps and electric motors, there are many social media platforms that are ineffective in relaying information related to pumps and electric motors. Facebook, as an example, is simply not an online location where much of the pump industry spends its valuable time. Rarely do pump experts scour Facebook looking for industry news or product specifications or look to generate new leads. Why? A large majority of pump buyers simply do not use Facebook to buy pumps or look for information. Solution?! Find out where your customers gather to search and share content that is valuable to them. Twitter, among other social media platforms, has reigned supreme in content sharing and engagement for the pump industry. Retweeting, favoriting, and responding to articles and other shared information are great actions of engagement that will help your business either become recognized or remain in the limelight with your customers. Furthermore, become knowledgeable on where the industry leaders communicate the most and ENGAGE WITH THEM! Constant updates and industry information funnel through from Twitter handles like @EmpoweringPumps, @GrundfosUSA, and @ABBDrivesUS. Each of them providing relevant and up-to-date content that is valuable to the pump and electric motor industry. Simply put, Twitter content shared by businesses is 'here and now' and there is much to be had with a little social authenticity. Sometimes the benefit of using social media might simply be keeping your online presence fresh and new rather than using it as a tool to generate sales (although this maybe your goal). 

Takeaways:

• Content is King!
• Know which social media platforms your customers and industry leaders use
• Engage with them