Challenge in the communication of industrial goods
Almost every day we see advertisements of major car brands on television. Often we see beautiful scenic scenarios in which cars elegantly drive along the streets. Advertising can work so easily and build an emotional bond between the customer and the product. Although cars contain many of the industrial goods that are essential for the manufacture of cars, it is very difficult for suppliers to successfully communicate their innovative and technically skilled products. This challenge is not only faced by suppliers to the automotive industry, but also by the entire B2B industry. Therefore we want to focus on how companies successfully market their industrial goods via digital channels.
However, before the digital representation of B2B products can be considered, the specifics of this product group must first be analyzed. Industrially manufactured goods, such as those of automotive suppliers, are particularly characterized by their high complexity. This makes it difficult for customers to communicate the advantages and functions of the products via digital channels in a clear and transparent way. In addition, customers cannot use the products one-to-one for further processing into the end product. Often individual solutions are required. For example, B2B customers are looking for products that are compatible with their manufacturing production. From the suppliers’ point of view, it is therefore important to communicate that they offer individual solutions.
For the correct communication of industrial goods via digital channels, the communication of competence and trust is therefore crucial. A website offers several possibilities to highlight know-how and expertise through different forms of content. For example, completed projects and references illustrate your competence in developing individual solutions for the needs of your customers. This emphasizes your customer-centered approach and conveys professional competence in the implementation of projects. A good example is the website of Bosch. By visualizing use cases, the use of products in different situations can be shown and thus the flexible implementation of customer projects can be demonstrated.
On websites, there are many different ways to create trust. Among other things, images of people create trust and also strengthen the emotional bond of customers to the company. An easy way is to present your team on the website. In this way you can show your customers that you have a strong team of experts behind you, who will take care of customer needs with confidence and who will be involved in possible project implementations. All in all, there are many other ways to inspire trust in your customers. The supplier company Eberspächer has chosen a somewhat different approach. The portraits of several top athletes are shown here, who, like the automotive supplier, also associate themselves with mobility. This gives the customer an impression of trust, as people rely on the company when it comes to mobility.
Besides the presentation of your own competence, the communication of your products is also crucial. As explained above, these are often complex products. Therefore it makes sense to make important information about the product accessible to the customer on the website. This gives the customer the opportunity to inform himself extensively about the functions, advantages and areas of application of the products. However, an appealing visual presentation of the website should not be neglected. This is the only way to motivate website users to read the content and thus gain a lasting, positive impression of the products. The appealing visual design is illustrated by the example of Mann+Hummel.
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