The Problem with Product Content for Manufacturers and Distributors is they Fail to Deliver Visual Product Experiences.
As a marketing leader in B2B manufacturing or the distribution channel, you understand the cutthroat competition for customer attention and continued engagement. Static product pages and generic content just don’t cut it anymore when you’re trying to convert prospects into buyers. The Content Marketing Insititute research shows that Most B2B Marketing leaders (57%) collectively struggle with creating the “right” content for their audience. Today’s savvy buyers crave immersive content experiences that allow them to interact with and gain a clear technical understanding of your products to confirm it’s what they need before purchasing.
While some industries use rendered product images and photography, keeping that content current takes time, effort, and plenty of money. Leaders recognize the shift in how their buyers are engaging and have taken steps to build and deliver dynamic visual product experiences.
Visual product experiences are more than just fancy visuals, photography, or graphical product representations; they are strategic approaches to enhance content creation that transform how you engage leads and drive revenue.
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Let’s Explore Three Key Visual Product Experience Strategies Designed to Supercharge your Marketing Efforts
1. Interactive Visualizations on Product Pages: Where Engagement Soars And Sales Close
Imagine your website visitors landing on a product page where they can delve into your product details with photorealistic 3D visualization. They can rotate it 360 degrees, zoom in or explode the product to view intricate features, and even customize its appearance – all within the confines of your product page. Visual product experience built from your existing CAD assets makes this a realistic scenario that benefits your customers and improves your bottom line.
Here’s how it translates to a boost in your bottom line:
Lead Generation Powerhouse: Interactive visual product experiences captivate users and keep them engaged for longer on your product pages. Visual experiences translate to a higher chance of conversion that leads to more qualified leads entering your sales funnel.
Studies show that interactive content can generate up to 66% more qualified leads (Source: Content Marketing Institute)
Crystal-Clear Product Understanding: Visual product experiences allow users to explore a product from every angle, fostering a deeper understanding of its features and functionalities. With hotspots, exploded views, and visual confirmation, you reduce reliance on lengthy descriptions and eliminate the need for users to imagine intricate details. The result? More informed leads who are confident about making a purchase decision.
Reduced Friction and Increased Sales: Visual product experiences simplify the buyer journey by allowing users to thoroughly examine a product in 2D or 3D, significantly reducing purchase hesitation and resulting in smoother sales processes and a higher conversion rate.
2. Empower Your Customers with Downloadable CAD Assets
Don’t confine the power of visual product experience to your website. Consider offering automatic downloadable CAD assets of your products to qualified leads or paying customers. If your buyer is technical, they need CAD assets to make informed decisions, while non-technical buyers may need to download the drawings for technical stakeholders.
Automating CAD and making the files downloadable delivers a multitude of benefits:
Shorten the Sales Cycle: By providing downloadable CAD models, you empower engineers, architects, and designers to seamlessly integrate your product into their projects, saving them time and resources. Helping buyers buy fosters positive brand perception and accelerates their buying decisions.
Happy Customers, Repeat Business: Offering downloadable CAD assets demonstrates a commitment to customer success. It allows them to explore your product in greater detail, test its compatibility with existing designs, and gain a deeper understanding of its technical specifications, fostering customer satisfaction and loyalty and leading to repeat business.
Lead Qualification Tool: Downloadable CAD models can be a powerful lead qualification tool. You can offer them in exchange for contact information or incentivize their download during the lead nurturing process. Taking this approach helps you identify serious prospects and prioritize your sales efforts.
3. The Winning Edge: 3D Presentations and Proposals
Static images, boring slides, and standard proposals are relics of the past. Utilize 3D renderings and CAD models in your presentations and sales proposals to create a lasting impression and capture the attention of potential clients. Here’s how visual product experiences elevate your sales game:
Compelling Storytelling: Interactive visual product adds a dynamic element to your presentations, allowing you to tell a captivating story about your product and its benefits. You can showcase features, demonstrate functionality, and illustrate real-world applications, making your presentation more engaging and memorable.
Stand Out from the Crowd: Differentiation is key for sales. Visual product experiences level up your presentations and sales proposals by allowing you to showcase your product in a unique and innovative way. Visuals set you apart from competitors who rely on traditional formats and give you a significant edge in the proposal stage.
Boost Client Confidence: Visuals and CAD assets help bridge the gap between technical specifications and real-world applications. By allowing clients to visualize your product in a realistic setting, you can ensure a clear understanding of its capabilities and value proposition, thus fostering trust and increasing the chances of closing the deal.
Visual Product Experiences powered by 3D technology are not just a trend; they are strategic investments in your future marketing efforts. By implementing these strategies, you can transform your marketing funnel, generate high-quality leads, and ultimately drive sustainable revenue growth by giving your website visitors the type of enhanced content that improves their buying experience.
CDS Visual helps B2B manufacturing marketing build and deliver best-in-class 2D and 3D visual product experiences that support the complete customer journey. If you would like to earn more, contact us!
