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Procurement and supply chain professionals are sacred – sacred in that they make the decisions as to what a company will purchase.

If you’re selling components or materials (or anything else, for that matter) you want your products in front of these decision makers. According to Deloitte, in 2015, 66% of worldwide procurement professionals were involved in the decision to make vs. buy and 46% were involved in new product development.

In 2018, The U.S. Bureau of Labor Statistics reported that there were 520,400 purchasing managers, buyers, and purchasing agents across the U.S. – and according to experts in the electronics industry, roughly less than 40% those reside in the electronics space. And we subscribed over 3.5% of them in four months on PartProcurer.com.

So, how did Insomnicat snag a bulk of industry professionals in the space in such a short timeframe?

We did this using three tactics that every company should implement in order to grow their subscriber base (with the right audience): content (the right content), social media tactics, and by implementing registration events.

1. Content (The Right Content, Valuable Content)

The most important thing Insomnicat did was create the right content. When you approach a topic with as many layers as supply chain and procurement, you need to think about your target audience. Just because someone is a procurement professional doesn’t mean he or she lives, eats, and breathes procurement. We needed to think about what these professionals are interested in. We created valuable career-focused content about procurement and engineers, about build vs. buy, about RFPs—topics that spoke directly to our target audience.

We conducted keyword research in order to create content that answered questions people were looking for the answers to.

And then we created news-based content about relevant market research and breakthroughs that would affect their careers—even down the road. For example, content about 5G-related technology performed particularly well because this is a trending topic that is impacting (and will impact) many facets of business. It also meant that we were speaking to technology-focused professionals. We also highlighted other trends such as tariffs and blockchain.

Our audience comes to PartProcurer.com because we provide a bigger picture look at the industry, as well as the basics. We tap into the newbies, as well as the seasoned professionals by simply creating the right content.

2. Registration Events

Immediately, Insomnicat launched a registration pop-up on PartProcurer.com, as well as a static registration form on the website’s sidebar. And while necessary, it’s not enough.

Lead-generating opportunities are significant if you want to grow your subscriber list. Insomnicat created a downloadable purchase order template which provided downloader of the asset the option to subscribe to the website. In addition, we launched a stat-based eBook filled with valuable content that users needed to download in order to read, also providing them with the option to subscribe. Almost everyone opted into the subscriber list while registering to download the eBook.

3. Social Media

It’s a staple for every business and media company to create social media channels in addition to their website. Social media channels should not only re-purpose the content posted on the website but also provide additional content that cannot be found on the website. Insomnicat launched LinkedIn, Twitter, Facebook, and Instagram pages and posted to those pages. We also published valuable content to significant Reddit, Facebook, and LinkedIn groups.

We implemented social media tactics for site and audience growth, utilizing influencers to further promote the PartProcurer.com message, tapping into their audiences. We launched several, highly targeted social campaigns to raise brand awareness and to notify the industry that PartProcurer.com was a newly launched resource that they could tap into and then gave them a taste of the types of content the website supplies.

Other Considerations

So, how much content did we need to create? As with many companies, even those with large budgets, we don’t have massive editorial teams and giant spends to dedicate to content creation, so quality is of the utmost importance, and ensuring we were publishing quality content was the path that led to current success. We are strategic about every piece of content we create—because you could create the greatest piece of content in the world, but if nobody reads it, it’s useless.

While we were strategic, we were also consistent. We publish content consistently, many times scheduling articles for the weekend days, as well. We make sure to interact on social media consistently, as well.

This is just the beginning for PartProcurer.com. We’re cooking up new and exciting registration events and lead-gen activities and we’re always implementing new and effective ways to evolve.

If you want to tap into our procurement professionals and get your message in front of them, one of the most effective things we’ve done for one of our sponsors is host supplied sponsored content. You can provide your content (or a summary of your content) and send readers to your website. We’ll even go as far as to guarantee you 2,500 pageviews. We saw clickthrough rates (users clicking to read the full article on another site) on that content as high as 10%.

For more sponsorship opportunities or to discuss a custom solution for your company on PartProcurer.com, e-mail solutions@insomnicat.com.

Join the movement and start providing procurement professionals with the news that matters most to them.

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