Why Your Automation Business Needs Content
If you run an automation business - you need content. It’s as simple as that. If you are not quite sure how content could help you, or if you want to explore the benefits it could offer your automation business, then keep on reading!
Quality Content And The Impact It Has On Your Business
The rise of robots is encouraging more and more people to research and educate themselves on the idea of automation. This is fantastic so you need to use it as a launchpad for your success. The main goal of content is for you to attract new leads so that you can ultimately encourage them to buy whatever automation products you might be selling. You need targeted content that is high in quality if you want to do this properly. If your content is not reflecting what you offer, or if it is not targeting the right customers, then this will greatly impact your business success and you may even find that you struggle to secure leads as a result.
Your leads need to hear about your company a number of times before they are ready to engage. When they are engaged, you need to reach out to them every 90 days to keep it this way. If you don’t, then you may find that your leads weaken over time, and this will slowly unravel your campaign. For this reason, it’s vital that you stay in contact with your potential customers, so you can strengthen your content creation efforts while also continually generating quality leads.
Not All Content is Made Equal
The collaborative robot industry is growing more and more by the year. Many automation distributors and manufacturers have then joined this fast-growing industry. However, in their efforts to let the world know about this new technology, many content pieces were created but a lot of them are very product-centric. This is, unfortunately, not the right content strategy. You need content that talks to your customer directly, about the problems that they are having and how you can solve them.
What Types of Content Should You Be Focusing On?
Your customers are not searching online for a specific product. They are researching how to do their production tasks specifically. Even if you have a product that does everything they want and more, your customers don’t know about it yet. Still… Some don’t even know what a collaborative robot is!
There are hundreds of ways you can market your content. There are also many types of content you can create. This can include writing blog posts, videos, interactive user content or having a Q&A with your customers. The goal is to be posting educational articles that could expand your customer knowledge about the world of automation. Promotion isn’t the only way to go, in fact, if you continually promote your automation products then you may find that you lose customer trust and that you also weaken the bond you have tried so hard to create.
The industry has certainly experienced a huge level of growth over the last couple of years, but way more ground needs to be covered in order to raise more awareness about this new technology and how cobots can help the manufacturers in your area.
The goal of creating great quality content on a consistent basis is to attract your targeted customers, build trust with them, and have them become your business leads. They need to be willing to give you their contact information. Here is how!
How Do You Get Leads?
It’s very easy to get business leads in this day and age. With the help of some digital tools, it is now possible to even automate the lead generation and nurturing. If you want to capture leads, then the best way for you to try and do this would be for you to use a lead magnet.
A lead magnet is a very popular marketing term and it’s used to describe a service or product that is given away for free, in return for contact details. Their contact information and most importantly their time has great value, so in order to have them share their information, you need to offer something valuable in exchange. Sure, you may be giving away something for free, but at the end of the day, the leads that you get in return will be worth their weight in gold. Why? Because as you nurture those leads, they now know about your business, they develop trust for you and when they will need your services, you’ll be the first company they will reach out to!
As a motion controls or robotics distributor, an education-based lead magnet such as an eBook or webinar would be a great asset. When the customer needs the product you are promoting, they are much more likely to invest in your services, as you are the one who helped them to increase their understanding of the topic.
Case Study: Robotiq
Robotiq had a very strong content marketing strategy. They started to answer questions that didn’t relate to just their products, but to their customer needs. This also gave the market the impression that they were in fact, a big international company when they only had a team of 25 employees. That is the power of having a good online presence with quality content. By having this kind of online presence, you can generate a constant flow of leads for your company.
Robotiq have experienced a huge amount of success from their content strategy (and I was there to witness it). Robotiq is producing quality content, in quantity. This is helping them to attract a lot of potential customers as people are genuinely interested in the world of automation. They are using their content to appear in search results and utilize lead magnets, as mentioned above, to generate more leads for their business. This is a prime example of how you could experience success by simply harnessing the power of marketing for your automation business.
Conclusion
In conclusion, it’s very easy to market your automation business by utilizing quality content. The content you put out there needs to be consistent and reliable in order to build trust. You can then use lead magnets to turn your audience into qualifying leads, rocketing the potential of your company while also providing your customers with what they are truly looking for.
Want to find out more about content marketing and your automation business? Why not contact us today. We can offer you a free, 30-minute chat to talk about your needs while also guiding you through the steps you need to take in order to truly reach your full potential as a business automation company.
