Image courtesy of Kara Wood
Building brand awareness in the minds of consumers can be tough. Especially if you’re marketing products that most consumers would never purchase. Not only because the costs exceed what most would ever dream about making in a lifetime, but because the need is simply not there. With a very specific and targeted market, surface mining equipment products are set to help miners purchase the right equipment pieces for their needs.
Image courtesy of Ezra Siegel in Business 2 Community
Using social media to foster relationships and convey messaging while engaging with audience members is an important element to social media marketing. With a whopping nearly 80 percent of social media time now spent on mobile devices. With the use of Twitter, equipment companies and organizations can push messaging to mobile on how to lower material handling costs or promote the next upcoming trade show or event. Best of all, tweets can be seen directly on consumers mobile smartphone.
A few features that Twitter offers to the mining industry as an added benefit;
- The ability to permanently pin a tweet for more effective promotion
- Customize and personalize messaging to audience members
- Attach images in Tweets. After all, a picture is worth a thousand words
- Add users automatically by specifying an action and adding to list by using IFTTT
- Gain advancement to competition by using advanced search features
While that list certainly isn’t comprehensive, what can be is the integrated approach in which the industry uses to use Twitter as an advantage point for mobility of marketing messaging. For example, upon participating in one of the largest trade shows for mining organizations held every four years, MINExpo International, mining leader Joy Global tweeted upcoming information, teasers and sneak peaks to product launches, as well as providing valuable information to the attendees. Staying connected in real time at the show.
Image courtesy of Joy Global’s Twitter Page @joyglobalinc.
The use of mobile marketing was a huge plus for tweeting before, during, and after the show is a great way to stay informed as a consumer and as a marketer, a great way to engage. The success is seen with attendance at shows, MINExpo drew out 44,000 attendees at the Joy Global booth alone and through the use of such social applications such as Twitter, in a mobile friendly fashion. According to the MINExpo influenced microsite for Joy Global, http://joyglobalminexpo16.com/, 80% of the 44,000 attendees traveled over “400 miles to attend” and “90%” of that came to “see new products ” as mentioned and teased on the Joy Global Twitter site.
The end use of the application chosen is ultimately dependent upon the best strategy aligned to reach your targeted audience members. Whether it be LinkedIn, Twitter, or Facebook, each serves the purpose of optimizing a real time mobile engagement platform to use as a foundation to place valuable content but for building relationships. Fostering value through such mobile friendly platforms will ease the access of content published, mentioned, and build awareness along with loyalty.