Internet marketing CAN work for 'not very sexy' industries too

28 Sep 2016

There are still a lot of traditional industries that think Internet Marketing wouldn’t work for them and therefore isn’t worth investing in. They also think they have nothing ‘interesting’ to say. However this couldn’t be further from the truth.

Traditional industries

With this in mind, I’ve put together this blog with a few case studies that show how using online marketing for traditionally ‘not sexy’ industries can and does work.



Danish shipping company Maersk first began using social media in 2011 as an experiment to see whether its customers would interact with them in the same way as in B2C industries. The original plan was to raise brand awareness, gain insight into the market, increase employee satisfaction and get closer to its customers.


As an example of how social media has worked for Maersk, the company drummed up 150 unique leads from a single Facebook campaign it ran telling the story of how its shipping containers navigate the frozen Baltic Sea during winter.

The Facebook page linked to a form where visitors could fill in their information to download a brochure about the company’s anti-freeze services. Those who downloaded the form automatically became a lead in Maersk’s system and were contacted by the sales team.

Results: Their huge presence on social media means that prospects (customers, partners, employees) are easy to reach. The company now has 35,000 Twitter followers (tripled in 20 months) and 2.2 million Facebook fans. It also has active accounts on other social networks. The content on each social network is tailored to that network, for example on LinkedIn, job vacancies are published as well as content showing the work culture within the business. And on Instagram it encourages followers to post photos of its ships using the hashtag #Maersk.

Finally according to a 2013 global survey, Maersk was 2nd only to Lego in terms of engagement on Facebook and beat the likes of Disney, Shell, Ford, McDonald’s, Dell, Red Bull, Converse, Starbucks and Coca-Cola.

A fantastic achievement for any company nevermind a B2B company!



Global oilfield service company Petrofac uses Content Marketing in the form of case studies to help prospective clients understand what they do and who they do it for.

Traditionally these very niche industries can be difficult to understand and hard to get information out of.

So the ability to choose a case study based on service and type of project not only allows a prospective client to find what they are looking for, but also understand the distinct services the Petrofac offer.

Results: 2014 was a record year for new business for Petrofac. And they saw a 43% increase in revenue between 2010 and 2014.



Global agriculture manufacturer AGCO owns a range of brands including Massey Ferguson, Challenger and Valtra and apparently owes a decent portion of its $10bn in net sales to its social media strategy.

Its social strategy is aimed at connecting the businesses with farmers and machinery dealers, mainly through thought leadership.

Before launching its own social profile AGCO analysed the current behaviours of its target audience and found that they were already using YouTube to post clips of themselves using the company’s equipment.

By actively engaging these users with a mix of informational and educational content the company has managed to attract 246,000 Facebook fans, 19,500 Twitter followers and 4,568 YouTube subscribers to date.

Results: Net sales increased by around 40% between 2010 and 2014.

IPS Flow Systems

IPS Flow Systems

International Plastic Systems, also known as IPS Flow Systems are an angelfysh client. The company supplies industrial piping systems to various sectors. We’ve supported the IPS Flow Systems primarily with SEO but also encouraged them to dip their toes into the water with regards to blogging and social media which they do pretty well now without any encouragement!

Results: As a result of their improved online presence in 2014 the company secured 8 new credit accounts valued at over £75,000.

Thank you for reading and feel free to get in touch if you’d like to chat about the best way to market your business online.