In preparation for this week’s AEM Marketing Council Meeting focused on CONEXPO-CON/AGG, I’ve spent a lot of time looking at the types of content equipment owners can access online. Compared to other businesses, dealer and manufacturer websites are uninspiring.
Most websites offer a wealth of product information, but comparatively little content on how to reduce equipment maintenance costs or repair machines. Perhaps dealers don’t want to give away their secrets and manufacturers don’t want to admit their machines break. In either case, both manufacturers and dealers are missing an opportunity. Maintenance content could be used to build relationships and loyalty so that when a machine needs parts or service there is only one OEM or dealer to do the job.
New research conducted by the CEB Marketing Leadership Council shows that buyers progress nearly 60 percent of the way through the buying process before they ever contact a salesperson. By the time that happens, you may be out of a deal. Content can play a key role in nurturing relationships over time. Let your website be an extension of great customer service. Educate and train your customers on equipment maintenance and your brand stays top of mind.
Here’s a nice example of maintenance content from Caterpillar.
Are you ready to be a leader in content?
Trade shows attract quality audiences with one in every two attendees planning to buy during the next year. Marketers can reach these ready-to-be-influenced prospects with content.
At Content For Biz we help our clients market their products and services by creating content that gets them found and known. They let us into their world. There, we discover what’s great about them and their work. Here’s what we like and appreciate most about them.
♥ They are leaders, not followers.
♥ They understand their customers.
♥ They serve their customers well.
♥ They welcome new ideas.
♥ They appreciate professionalism.
♥ They recognize a need for action.
♥ They know how to measure results.
♥ They like teamwork.
♥ They answer questions. Find solutions.
♥ They know what to prioritize.
♥ They appreciate the work we do.
♥ They look to improve even when things are going well.
We are fortunate to work with these companies and always appreciate their business. If we can be of any help with your content marketing needs give us a call.
Some people don’t like change. With so many iterations of products and services customers are likely to get confused. Whether you do or don’t change, you want them to feel good about it, right? This deserves a story, not a spec sheet.
In 1960, Volkswagen ran a print ad that tells the story of why they made a minor change to their classic Beetle design. The appearance of the car had not changed for many years. They brought in a world famous Italian auto body designer and asked him what changes he would make. He recommended a larger rear window. So they made the rear window larger. The company assures the customer that they don’t change to be different, just better.
Build Product Legacy
What functional or design improvements have you made and why? Let your customers know. It is impressive that Volkswagen would seek the advice of a famous designer. Whom do you seek advice from? Quote the source. If it’s not apparent why you took the advice, explain. If you don’t change your product, describe why not. Be sure to include a narrator in your story. Someone the customer will identify with. In telling stories you create a legacy for your product. With legacy comes loyalty – especially for people who don’t like change.
Keep Marketing Content Fresh
To this day Volkswagen retains the classic Beetle design. Yet even back then, they changed their marketing content often. Ads focused on interchangeable parts, functional improvements, economy of costs, and consistency of quality. Beautiful and playful photography enhanced the ads appeal.
Look at Volkswagen’s television ad for Super Bowl 2013 to see how they are still giving people something to smile about. It’s a great example of product with attitude. In the modern era, a Stories page on their website allows people to find a story by topic or add one of their own. Any company can do this on their website and social sites. It’s a great way to see how people view your product both emotionally and logically.
Whether your product is the Volkswagen of your industry or not, engage your customers by telling the story of why you do or don’t change. If you don’t know of any stories, we can uncover them. Learn more about our content writing services.