Traditionally, manufacturing product catalogs have looked like this; colorful printed catalogs boasting new features, like stainless steel. But once these printouts were mailed, or dropped off by a sales rep, not much more was known about the engagement with content unless an order was placed.
Over time, catalogs progressed to a digital format. And this was an improvement. Now engagement with product pages and pricing was captured. Manufacturers could analyze data against various products.
The Engagement Revelation
But then a new challenge was discovered, because as analytics were measured, manufacturers discovered the engagement was unsatisfactory.
I recall my first experiences analyzing data in our marketing automation system. I was certain there was something wrong with the tool, or perhaps code hadn't been added to the pages. But I realized, like many do, that the numbers don't lie. We were not driving the engagement required to develop a satisfactory pipeline.
And with this revelation comes the need to develop engaging content. Content that navigates the customer through complex product catalogs and the associated content. And that navigation, and correlating Digital Body Language, must be captured in order to understand how customers consume content. This is what will allow manufacturers to improve their content and the customer journey.
The evolution in content engagement now looks like this for manufacturers.
The Reproduction of Product Catalogs
LookBookHQ has created a tool that allows companies to control the content experience, and maximize content engagement, while they have the attention of their audience. Using content from blogs, white papers, eBooks, videos, and more, manufacturers can drive traffic to specific product pages. Manufacturers can even include products into their LookBook.
Manufacturers can organize their content in the correct order and tie them all together using their LookBooks narrative boxes. You can guide a customer to 3rd party content about the durability of stainless steel, and then direct them to your content on the lower maintenance costs of stainless steel products, then point them towards a client testimonial video on the benefits of stainless steel, and finally provide them the opportunity to learn more about your stainless product. And you can do this without losing attention or traffic.
LookBook makes it easy to focus an audience's engagement exactly where you want it. For longer form content, manufacturers can add notes and choose where the document opens -- for example you can direct attention to the service and maintenance pages of a repair document, and explain why the information is important. You can also add forms to the content. For example, you can have the form appear after a reader has engaged with the product content for more than 30 seconds. You can then have that individual entered into a sampling campaign within your marketing automation system.
Understanding the HOW of Content Consumption
LookBooks track "beyond the click" data. You can see what your audience actually read and found useful, not just what they clicked on. Manufacturers can record engagement data on a per prospect or partner basis and push this back directly into marketing automation platform for entry into product registration campaigns, sample campaigns, up-sell and cross-sell campaigns, or even new hire recruitment campaigns. This engagement data can then be used for lead scoring, additional workflows, segmentation and insight.
Manufacturers are recognizing that product catalogs represent a thread in their customer engagement tapestry. LookBook, when integrated with marketing automation, provides the tools to stitch together a more seamless customer experience.
How are you developing a more engaging content experience?