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?