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More and more companies are finding out that in order to get the attention of buyers, they need to amplify their online presence. This goes for both the B2C and B2B business environments, and spans all sectors. With more young people moving up the ranks in purchasing departments, it’s crucial to market to them where they are. And that means, getting involved on social media.

Social media for industrial companies is a little different than for consumer-oriented markets like retail. You’ll still want to include visuals when possible, but the focus will often be less on the product itself and more on the overall application. For example, CAB Worldwide produces wind tower flanges and components. But posting a picture of these flanges probably wouldn’t be as interesting to readers as posting an article about new innovations in wind power (although pictures of 16 foot diameter flanges can be interesting!). The key is finding a balance between educating your audience about industry trends, and interspersing some self-promotional content in between.

But before you can even start posting, you’ll need to figure out which social media platforms make the most sense for your company. Think about who will be managing the accounts, and how much time they have. In the industrial space, staff are often wearing many different hats already, so time is often a constraint. For this reason, you may want to start on just one or two networks to keep things manageable.

Based on what we’ve seen, Twitter and LinkedIn seem to offer the greatest value, since your content can be seen by a large audience without having to pay for sponsored updates. Facebook may seem like the go-to since many people have experience using it for personal accounts, but for a business it’s harder to get in front of the right people without paying a premium. On Twitter and LinkedIn, however, your posts have more opportunities for exposure (for free!). The more people interact with your posts (through Liking, Commenting, and Sharing), the more people will be able to see them.

Social media is a constantly evolving process, so even when you think you have a handle on things, don’t be surprised if they suddenly change. The key is to regularly check in with social media publications to see what’s new and how best to create a strategy around it. As long as you keep learning and devoting some time to these networks, you’ll never be overwhelmed by the process.

How has social media impacted your industrial business? Let us know in the comments, or by reaching out on Twitter!

Author Name:
Randy P. Jones, Senior Engineering Technical Manager, CAB World
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