My work with Road Tested Parts teaches me how to build buyer trust through the creation of accurate and relevant content.
Overcoming the “Junkyard” Stereotype of Automotive Recycling Businesses
Before ever talking to anyone at your business, buyers may look at your website and social media pages to get an idea of what kind of business you are. A dated or old-fashioned “junkyard” image is a common stereotype of many automotive recycling businesses. However, a large part of who a business is cannot be seen from just looking at pictures. The people who work at your business and the way your business operates are often overlooked.
When I create content for Road Tested Parts, I strive to give the buyer an idea of how the business operates beyond just providing parts. By showcasing employees from RTP's network of 19 locations, I am helping to give the buyer an introduction to the people behind their purchases.
Creating Content That Matches What Is Being Described
As I was reviewing Road Tested Parts' national accounts video, the sales team told me that the video had to accurately portray the process described. They also pointed out that if the salesperson describes something such as the customer dashboard, the video should include that dashboard. Experienced buyers would likely notice if these two things do not match.
This directly relates to branding. If you want a potential buyer to see your business as professional and knowledgeable, then the details you provide in your marketing have to help create that image.
Following Through on Your Brand's Promise
To me, industrial branding builds customer satisfaction when the image created through marketing is matched with the real experience your customers have interacting with your business.
For example, manufacturers can use this same principle by identifying a question their sales staff frequently hear from buyers. Then they should develop some content that answers that question. Once developed, someone responsible for the process needs to verify that the content is correct. Finally, ask your customers if the answer provided them with everything they were looking for and what additional information they may still require.
Why Does Industrial Branding Matter?
Buyers need to feel confident in both the people and the processes involved in manufacturing and distributing products.
