Induron Protective Coatings is a Birmingham, Alabama based manufacturer of high-performance paint coatings for use in commercial and industrial environments. Induron has tremendous advantages over their nationwide competitors in that they are a fleet-footed family-owned business with a strong reputation for quality and service in the marketplace. However, like many smaller businesses, their marketing budgets can’t compete with some of their industry’s massive competitors.
Relying on Induron’s expertise in the coatings industry and desire to educate and communicate with their clients and community, the focal point of Induron’s online marketing strategy is their blog. Regular contributions, including many posts written by their President and onsite experts, make it a very well-rounded blog that steadily gains followers each month. Induron concentrates on communicating with civil engineers, and many lively conversations have been had on Twitter, where we’ve found a good concentration of them. Induron attends many industry trade shows, and we regularly monitor trade show hashtags for conversations surrounding the upcoming shows, and show attendees, many of which are prospective or current customers.