Employee shortages in 2023 are impacting virtually every corner of industrial B2B markets. As we wrap up Q2 and prepare to move into Q3, you may be considering pausing your current marketing plan to better utilize available labor hours. However, doing so would be a costly mistake that can negatively affect your business for years to come. Instead of canceling your industrial marketing efforts, now is the time to boost your digital strategy.

Industrial Digital Marketing is an Important Part of Navigating Tough Markets

Digital marketing programs significantly benefit industrial B2B companies struggling to deal with worker shortages in 2023. Focused industrial digital marketing strategies can be used to make the most of limited resources, free your current employees to tackle higher order concerns, and attract skilled workers to fill critical positions.

Optimized B2B Websites Benefit Short-Staffed Teams

A well-built custom website tailored to your specific audience is the most important tool in your digital belt. Your website should be your most productive employee, particularly when you’re juggling multiple roles due to worker shortages. It is your twenty-four-hour salesperson, best marketing resource, and digital storefront—all while requiring minimal labor hours. To make the most of your industrial B2B website, consider building in the following tools:

• Employment databases to manage job postings, share them on social platforms, and attract skilled workers
• Designs to accommodate both desktop and mobile site visitors
• Blogs and case studies to address pain points throughout a buyer’s journey
• Part builders and configurators that let customers modify and build custom products
• And many others!

Marketing Automation Relieves Pressure on Overworked Employees

When devising digital marketing plans for how to deal with skilled labor shortages, few tools are as useful as marketing automation. When resources are low and workers are spread thin, marketing automation is a cost-effective and efficient way to relieve pressure on your current staff while maximizing your brand’s reach. While it does require some time on the front end to establish procedures, marketing automation can do the heavy lifting of following up with prospects, existing clients, and other target audiences with tools such as:

• Customer service automation and live chats for instant communication
• Email marketing campaigns with targeted content to nurture prospects and improve customer retention
• Cart abandonment messaging to call back on-the-fence prospects
• And more!

Effective Social Media Helps Attract Skilled Workers

Spending time crafting tweets and perfecting LinkedIn posts might sound like a waste of labor hours, but it’s a critical part of reaching qualified job applicants and expanding your professional network. In the current market, applicants don’t just want a job—they want to work for a company with values that align with their own. A thriving social media strategy can help you display those values. Consider these strategies:

• Keep consistent voice, tone, and branding across social media platforms
• Create authentic content that directly addresses your target audience
• Make it quick, easy, and straightforward to reach a representative via social media profiles

In addition to reaching a more diverse and qualified pool of applicants, industrial social media can strengthen your brand during the 2023 employee shortage. Your competitors may be scaling back their marketing efforts, allowing you to take advantage of an overall quieter social media landscape and keeping your brand at top of mind.

Outsourcing to an Industrial Digital Marketing Agency Improves Your Reach

If your business is struggling with skilled labor shortages in 2023, don’t worry—Ecreative is here to help. We are your full-service industrial digital marketing partner, and we’re ready to create a flexible and customized program, working with you as an extension of your marketing team. We offer:

• Dedicated SEO specialists and PPC experts to target audiences and bring in better leads
• Ala carte products to improve website functionality, providing users with the best experience
• Experienced copywriters to craft content that informs and reaches your prospects
• Web analytics services to monitor website activity and keep ahead of the competition
• And much, much more!

Our decades of industrial digital marketing experience are at your disposal. Schedule your free consultation to learn more about how Ecreative can help your business grow, evolve, and recruit during the 2023 labor shortage.

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