Social marketing WORKS – even for Industry

Social marketing WORKS – even for Industry

Many in Industry consider me a social marketing evangelist. And that’s not easy in the Industrial / Manufacturing Segments. For whatever reason, businesses in the Industrial and Manufacturing segments have been slow to adopt inbound marketing tactics.

But at Tin Cans, we spread the good news at every opportunity. We’ve been all over the world teaching folks in Industry how to maximize their social channels.

Why? Because traditional, legacy, outbound marketing (think magazine ads and TV commercials) is fine – and we handle plenty of that for our clients. But outbound marketing tactics all possess the same inherent flaw:


Outbound marketing efforts push the message in front of us. Companies interrupt our favorite shows, our articles of interest, even our scenic drive, all in an effort to reach out and take our attention away from whatever it is we want to pay attention to. The communication is entirely one-way, through newspapers, magazines, billboards, radio and TV. Outbound marketing doesn’t speak to us, it speaks AT us.

This “interruption marketing” hits us when we are busy doing something else. And the message practically never matters. It’s a shotgun approach that requires extensive repetition (and typically a lot of money!). Just imagine working out how many people have to be interrupted how many times in order to finally, eventually, maybe reach the relatively few people who might actually be interested in your message.

Inbound marketing is a nearly opposite approach.

Instead of driving the message like a sledgehammer, businesses engaging with inbound tactics actually attract highly qualified leads like a magnet.

Inbound marketing is a pretty diverse strategic platform, but it starts and ends with Social. It only works with audience participation, user-generated content, and – and this is the real secret ingredient – interaction.

Social marketing reaches your audience where they are. It isn’t disruptive, it’s engaging.

When your audience reads your blog, watches your YouTube videos, likes your Facebook page or follows your Twitter posts, they are willingly accepting your marketing message. Heck, most of the time, they’re passing it on for you!

You literally can’t buy that kind of brand loyalty or marketing support.

And that’s the point.

Jeff Peyton
Don’t be fooled by Jeff’s accomplishments in communications, crisis and business management. He also wing-walked on an airplane at 700 feet, co-piloted the Goodyear Blimp and swam with sharks – and still managed to obtain paperwork officially declaring him “legally sane.” Really.