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The importance of your company story for industrial marketing | Manufacturing Marketing

The importance of your company story for industrial marketing

industrial marketing

The story of your company goes a long way in providing reassurance – that you care, your products perform as promised and that you will exist after delivery.

I’ve been creating company websites for industrial manufacturing companies since 1996. As much as things have changed, there have been a few constants. One that stands out is the lack of management interest in devoting any space or time to their company story. Regardless of the circumstances of the company’s founder, founding, management or expertise, there is a belief that nobody will be interested.

Why bother writing about the people involved with your company? Who cares about your history?

The simple answer is most of the people who visit your site. Whether any effort has been invested in making the “About Us” section compelling or interesting, these pages are among the top pages viewed. This isn’t an anecdotal statement based on my opinion. I say this with 15+ years of reviewing website server statistics which show how many visits there are for each and every page of each of our industrial manufacturing clients sites. People visit these pages.

Accept it. If it’s important enough for people to choose to see these pages, it should be important enough to create a compelling story about your company.

I’m not suggesting fiction either. Your story is more interesting than you think. It may be in how, where and when the company was founded. It may be in how the company differs from it’s peers and competitors – for example the last independently owned, last making all of their own components, etc. Each company is unique and has a story which it alone can tell.

Why is this important? Visits to a page are nice but so what, right?

Purchase decisions are based upon unknowable variables. Why one person or company buys when the next doesn’t is impossible to know or predict. The reasons given if you’ve lost the sale may not be completely honest. Whether a committee is involved or it’s a personal decision, the rationale probably won’t be entirely objective.

Any purchase can be put into one of three possible categories – pain, gain or pleasure. For industrial manufacturing, we can safely rule out pleasure as a motivator. This leaves pain or gain, correcting a problem or achieving something previously not possible.

Marketing can present the reasons your industrial product solves pain or provides gain.

An important factor which weighs heavily when comparing similar vendors is trust. Can the statements being made in your marketing materials be relied upon to be true? Research can be presented to verify claims. Case studies can show previous customers experienced. Ultimately, this all leads back to the company itself. Can this company be trusted to deliver the promised solution?

Put some time and effort into telling your story. It’s worthwhile.

photo credit: contemplative imaging via photopin cc

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