When was the last time you actually read the content on your industrial website? Put yourself in your buyer’s shoes and see if the current content will persuade you to take an action that will ultimately lead to an RFQ.
The answer I get most often is either a no or a may be. Your site content must match the industrial buyer’s needs if you want your industrial website to be an effective sales tool for generating qualified leads.
The tendency for most companies is to talk about their product features and available options. Those are great and technical specifications are important to engineers and a technical audience. However, one-size-fits-all content is not very effective because of two reasons. They are:
Your site content must address two other buyer personas. They are:
C-suite folks are not likely to visit your site other than to check out the company background and/or your management team. Therefore, your site content must help engineers make a strong business case on your behalf to their executive decision makers who control the purse strings. Make these technical specifiers your internal evangelists who’ll carry your message to the buying authority.
Field or Production people may have very little influence over the initial buy decision. However, these people can make or break your repeat orders. Make sure your site content addresses their needs with FAQs, quick and easy access to application notes, knowledgeable technical support, user manuals, how-to videos and ordering parts.
Visit Adele Revella’s Buyer Persona Institute to learn more about buyer personas.
In short, take a good hard look at your current site content. Does it pass muster? If not, it is time to rethink your industrial content marketing strategy before you redesign your industrial website. For more on this, read my earlier post – “Why a Content BOM is Crucial to a Successful Industrial Web Design.”
A real-world overview of industrial content marketing based on our 35+ years of hands-on experience working with manufacturers and engineering companies.
A one-hour live (online) consulting session with Achinta Mitra to discuss your industrial marketing challenges. I’ll try to provide general guidance that you can apply right away.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.