OEM Sensor Marketing [Content Creation for the Buyer's Journey]

OEM Sensors Marketing

The Rise of OEM Manufacturing

Age of Mechanical production

In 18th century northern England, James Hargreaves sparked the beginning of the industrial revolution with the invention of the Spinning Jenny, which lead to advances in mechanical production processes.

Age of Electricity

As we rapidly became more efficient with how we generated, stored and transferred energy, the industrial revolution went through yet more stages of growth and prosperity: Sensors, electricity, mass production and in-line assembly became the norm.

The Computer Age

After the war, the baby boomer generation grew up with electronics and automation and the OEM supply chain grew.

The Information Age

Nowadays we are entering the information age which will be defined by those that know how to collect, interrogate and act upon big data. At the heart of all of this data, the components which are in demand now more than ever before are…Sensors!

“Information is the oil of the 21st century, and analytics is the combustion engine” - Peter Sondergaard, Gartner

Whether you are measuring changes in temperature, gas composition, flow, liquid level, humidity, light, colour, pressure, voltage, current, vibration, the hall effect... Name an application and there will be an industry collecting terabytes of data every second of every day.

And it doesn’t just stop in measuring physical activity either, through cookies, algorithms and powerful analytical platforms, we can measure how people engage with content and use this behavioural data to predict what content they would like to see next.

OEM Marketing - The Buyer's Journey Along The Sales Funnel

We can apply this principle to OEM sensors news, content and product information. Around 57% of the buying process is completed before a customer even speaks to a salesperson, so the content you produce needs to capture the attention of the intended audience.

When creating a content marketing campaign, the sales funnel is a good tool to use to help determine the types of content to create and who to target this content towards.

This blog post will look specifically at how the sales funnel can be utilized for effective sensor marketing, using the example of drones with sensor technology for obstacle detection.

OEM Sensors Marketing Funnel

Top of the Funnel Content – The Awareness Stage

Top of the funnel content is used to appeal to anyone who has a general interest in the product or technology you are trying to market. For the drone example, this would be aimed at anyone who has an interest in drones but doesn’t have a working knowledge of them.

Content that falls into this section is easy to understand and often easily searchable and shareable. It is used to engage the audience and there is often little mention of the brand or product.

Thought leader interviews are a great example of top of the funnel content, such as this one from AZoSensors;

The Future of Drone Technology

The Future of Drone Technology - Autonomy, Collision Avoidance, and Advanced Sensors

This is a successful piece of top of the funnel content as it provides an easy-to-understand overview of the subject area, while subtly creating awareness of the brand.

An effective tactic is to cast your net far and wide by ensuring that your TOFu content is optimised. Good examples of top of the funnel content include explainer videos, infographics and anything which generates intrigue and awareness.

Middle of the Funnel Content – The Consideration Stage

Once your OEM prospects and customers are engaging with your brand, target them with some more application-specific, middle of the funnel content and it is here you can identify potential leads.

Content that positions your brand as an expert provides reassurance to any potential customers that you are a brand they can trust. This is exactly what this insight from industry interview does by providing technical information about accurate sensors used in drone technology:

LiDAR Sensors in Drones

LiDAR Sensors in Drones and UAVs - Accurate Obstacle Detection in Any Environment

Again, like the top of the funnel content, this piece isn’t visibly trying to sell to customers, which can sometimes be a deterrent, it merely educates around more specific subject matter. Other pieces of middle of the funnel content include application notes and eBooks.

Bottom of the Funnel Content – The Decision Stage

Top and middle of the funnel content are used to nurture any potential leads and warm them up before they engage with content that is designed to sell a product or service.

The potential customer would have been enticed by the top of the funnel content, and then furthered their knowledge about the product or technology with the middle of the content, so they should now have a full understanding of how your company can help them.

Typical bottom of the funnel content includes product videos, case studies, or product profiles like this sensor from LeddarTech;

Optical Time-of-Flight Detection and Ranging Sensor ICs for OEM and Integration - LeddarCore™ from LeddarTech

A positive user experience is crucial at this stage because if the potential customer can’t find the information they are looking for they’ll go and find it somewhere else.

These types of content are commercially focused, with USPs, benefits and more information readily available as well as clear calls to action.

Sensor Marketing Solutions from AZoNetwork

AZoNetwork has a range of solutions for a successful OEM sensor marketing campaign. We are experts in scientific content marketing, and we build campaigns with content that covers all stages of the funnel to generate awareness, leads and ultimately sales.

Contact us today to see how we can help with marketing your science to a B2B sensors audience.

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Posted by Jess Maloney

Jess graduated with a BA (Hons) in Media and Journalism from Nottingham Trent University. It was here where she broadened her writing skills across a wide range of content, and Jess still enjoys writing in and out of work.  Jess is a keen traveller, spending time in Brazil and Ghana over recent years, and she’d love to see more of the world. In her spare time, Jess enjoys shopping and going to gigs with friends.

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