Websites of most industrial distributors follow the same basic format – the focus is on their product line card. You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. In other words, the online content is very product-centric.
It is rare to find explicit calls to action (C2A) on these sites. The C2A is typically a toll-free number pasted all over the site in a large font. The implied C2A is “interrupt your online activity and call us for a price quote.”
In my experience that does not happen often enough and the end result is usually the industrial distributor blaming his Website for not producing enough leads and sales.
Of course, there are exceptions to what I’ve just described. I have seen some industrial distributors who have taken steps to make their sites more customer-friendly by adding helpful tools such as grouping their products by applications, part number finders, product selection wizards and Live Help.
W.W. Grainger, Inc. or better known as just Grainger, is one industrial distributor that has embraced content marketing in a very big way. This is an 84 year old distributor of industrial supplies, MRO equipment, tools and materials. They have traditionally relied on their 4,000-page big red catalog with over 900,000 industrial supply products that is published once a year around February.
Visit Grainger’s current site and you can immediately see how they’ve transformed their business by using online content marketing strategies.
Here are some of the things that caught my attention:
Grainger uses a full range of eMarketing and traditional marketing strategies to grow its business. SEO, banner ads and using Mike Rowe from “Dirty Jobs” as a spokesman has proved to be very successful for them according to Deb Oler, VP Gainger US Brands.
At Tiecas, my industrial marketing company, we use inbound marketing tactics to help our industrial clients generate more leads and drive sales from their Websites. Visit my company’s site if you are an industrial distributor who is not sure how inbound marketing with content generates, nurtures and converts more high-quality sales leads for less than traditional outbound marketing tactics.
You may also want to download my free white papers, Industrial Marketing Playbook and 7 Content Marketing Tactics to Sell Industrial Products. On this blog, you will find many helpful articles from my earlier posts filed under the categories Content Marketing and Inbound Marketing.
How are you using content in your industrial marketing to make it more effective?
Let’s start with a free 30-minute consultation to determine if this will be a good fit for both of us. It will be a friendly chat to get to know each other better, not a high-pressure sales pitch.