不到四分之一的制造品牌报告有文件化的内容战略,这使得内容营销对他们来说是一个重大挑战。 我们倾向于相信,如果一个领域不够华丽或迷人,那么它就没有足够的重要性去推广。 许多人认为制造业生产的商品和服务”乏味”,没有吸引力。 因此,该部门的营销人员经常为制作迷人的内容而挣扎。 但是,通过正确调整内容,你可以为你的制造公司打开一个充满可能的世界,从提高品牌知名度到创造领先优势和赢得目标市场。 那么,你从哪里开始呢? 强调了工业企业最重要的考虑因素和有效的内容类别。
尽管内容营销是一种通用的营销策略,但并非每个人都是一样的。 对于制造品牌来说,提出相关的内容想法可能很困难。 实际上,68%的制造企业主张很难开发多层次角色的内容。 工业营销人员的内容营销与其他行业有以下特点:
制造公司通常销售更复杂的产品,有时需要深入的专业知识来理解和使用。
他们在”无趣”行业工作: 许多工业部门的营销人员觉得他们的市场太无聊了,因此很难想出有趣的内容。
观众期待专业知识: 制造业市场的受众并不想被出卖。 消费者在相信制造商之前,要求效率和知识。
较长的购买周期: 由于制造商试图与商业决策者取得联系,他们的购买周期更长。
专门的利基:许多制造商出售适合一个非常特定的利基并且只在少数特殊情况下使用的商品。
市场信息:研究制造业市场定位可能具有挑战性,通常需要有先前的行业经验。
在展开内容营销活动前,请紧记以下重要因素:
1. 认清采购方式。
制造业和工业部门的企业采购周期分为三个阶段:
前景是意识到他们有一个需要或需要解决的问题。
考虑因素: 潜在客户开始寻找解决他们问题的潜在方法。
决定 – 前景扣动扳机并选择最合适的行动路线.
作为一家制造公司,你应该做的第一件事就是弄清楚你的客户的问题是什么,这样你就可以想方设法帮助他们。 这包括深入研究你的客户: 他们是谁? 他们为何要解决这些问题? 他们在寻找答案时使用了哪些词语? 他们在哪里寻找问题的答案?
2.情绪影响
当涉及到影响顾客的决定时,情绪是非常重要的。 讲故事是唤起顾客情感的最好方法。 福特汽车公司负责通讯的副总裁马克·特鲁比(Mark Truby)断言:”一个好的故事能让你感受到某种东西,而且具有普遍性。 他们希望受到你的价值观和对卓越的奉献的启发和兴趣。 传达这些想法的最有效的方法是通过故事。
思科是一家为客户提供网络和电信设备的技术公司。 为了使其最新技术人性化,他们过去经常使用讲故事。 赛艇凭借思科的动力技术获得竞争优势的故事是他们最吸引人的故事之一,它被称为”海变”。 文章将醒目的形象与强调品牌产品意义的叙事相结合。
教育,而不是推销
在制作内容营销方面,知情的客户是最好的客户。 制造业的客户寻求知识和专门知识。 当潜在客户意识到你必须提供什么以及你的公司如何解决他们的问题时,他们离购买你的产品或服务又近了一步。 免费提供知识的想法使许多制造业公司不愿意这样做。 当你想让客户依赖你时,为什么要泄露你的全部知识呢?
例如,施耐德电气公司为客户提供在线课程以提高能效。 他们提供经认证的在线培训,并以13种不同语言提供。 虽然看起来他们似乎是在免费分发他们的知识,但他们实际上从这种策略中获得了好处! 它使他们在自己的领域建立权威,并赢得潜在客户的信任。
4.选择合适的内容
在内容营销方面,必须选择正确的内容类型,以吸引你的受众。 任何成功的内容营销策略都始于博客。 潜在的客户想知道你的企业是一个真正的专家在其领域。 在和你做生意之前,他们想要自信你能被信任。 通过写博客,你可以把你的企业定位成你所在领域的思想领袖,并改善与读者的沟通。

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