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Spearheading an industrial company requires becoming acquainted with the digital world. When 65% of B2B companies are interacting with buyers online in 2022, industrial companies are coming to terms with the importance of an elevated digital experience.
Execution can be brutal, especially when furnishing product pages despite its necessity.
The product page is the first impression buyers will have of your product and your brand. However, building authorized product pages can be tricky you are:
- Dealing with a slew of products
- Many technical and complex specs
- Managing multiple partnerships
- It all goes back to operational processes, wherein data silos and collaboration issues can propel inconsistency between channels or result in insufficient product information.
Focus on these five critical elements to enhance your product pages and keep up with market volatility.
1. Quality Data Is the Foundation of Industrial Product Pages
When struggling with low product page engagement, you need to get to the root of the problem: your product data.
High-quality product data can make or break a product page’s performance. In the industrial sector, it’s essential to maintain a high standard set of master data for operational efficiency, scalability, seamless logistical process, and effective marketing.
However, manufacturers and distributors often fall into a common snag: bare-minimum product pages with gaps in the information. Inaccuracies and missing data are natural side-effects of tedious, repetitive manual work. When it comes to product data, most industrial companies manage to keep everything in an MDM or ERP – neither of which is conducive to marketing purposes. Alternatively, they may hold data on multiple item setup sheets, ripe for discrepancies.
To avoid these issues, focus on the following three goals before loading product data online:
- Data governance
- Data compliance
- Data completeness
Ensuring governance upon all data creates confidence that there is no repetitive, incorrect, or missing information. Securing compliance reassures you that your data conforms with market requirements and standards, while completeness means no product information is forgotten. Done well, these elements result in a complete set of product data, from features to functions, that will ultimately inform the customer about the product.
2. Fully Present Product with Up-to-date Product Specs
Showcasing a deep product technical understanding is essential for conveying reliability. This requires getting your technical specs in order and keeping up with back-end product changes.
Industrial products, especially the more complex ones such as auto parts or machinery, come with many attributes, variants, multiple options with tiny nuances, necessary retail requirements, and compliance rules. Other products, like pharmaceutical components or operating supplies (ie, lubricants), will need an extra set of critical safety information like hazardous warnings.
This information must be kept up-to-date to ensure regulatory compliance depending on the locales. Manufacturers and distributors often have many retail partners, so they must maintain a set of accurate, exhaustive master data that aligns with all channels, from product pages to sales interactions. Moreover, highly technical product data might change regularly depending on the engineering team.
Rather than maintaining this data on traditional processes or an ERP, it’s best to store it on a product information management (PIM) system that can oversee data cleansing, standardization, and automatic updates. Continuous updating of product data delivers new product information to prospects instantly. A PIM is ripe for enriching data and creating marketing content that paints a complete picture of the product.
3. Propel the Buying Decision with Convincing and Informative Content
Due to the reliance on traditional sales cycles, many industrial companies struggle with producing persuasive product page content. Developing content should consider where your prospects are in the buyer’s journey. Understanding buyer motivation at each stage is the first step. With that knowledge, you are better able to:
- Educate prospective buyers
- Increase product page engagement
- Solve pain points
- Address questions and concerns
Product descriptions aren’t the only way to offer compelling content. Industrial marketers can get creative with branded marketing materials, blog posts, infographics, enhanced content, and whitepapers. Your product pages will exceed expectations with videos and other rich media.
4. Engage Prospects with Powerful Product Videos
Because videos visually inform and strengthen brand visibility, videos on your product pages are a winner in the industrial sector. Many a B2B company has boosted their brand visibility using engaging videos and SEO-strengthening powers.
Whether it is publishing video content regularly on Youtube or sharing it on blogs, the medium is highly flexible and reusable.
In this case, posting videos onto product pages directly affects page views and engagement. For prospects doing their research, videos offer an inside view of the product.
Use videos to showcase:
- Product demonstrations
- Product highlights
- Case studies
- Instructional guides
- General education
If you deal with countless products, managing your videos can be tricky unless you have a robust system that includes digital asset management. A PIM with DAM functionality can hold all your videos and other rich media.
5. Present a Complete Product View with Digital Assets
Prioritizing your visual content will take industrial product pages to the next level. Most pages include the bare minimum, with the usual white background and practical product photography. Consider investing in more creative images, even if you sell industrial tools and parts that aren’t the most photogenic items.
Rich media for industrial includes more than just images and using a unique mixture of rich media elements will make your brand stand out from the industrial crowd. Pick from any of the following:
- Specification sheets
- CAD drawings
- Multi-view product images
- Product close-ups (detailed shots)
- Scaled shots
- 360-spin images
- In-use images
- PDF instructional guides
Use automated marketing and product organization tools to take advantage of these essential keys to an excellent industrial product page. A PIM or DAM system can connect to most operational tech systems, thus improving your digital presence with less work from your marketing team.
Image Credit: NDAB Creativity / Shutterstock.com