Industrial Equipment Buyer Personas
Small marketing teams often fall into a confusing trap when managing large industrial websites. I call it the Perfect Pitch Problem.
You might recognize it. You spend countless hours figuring out the perfect way to tell your story. The copy sings. It captures exactly what you do and how you're different. But then something strange happens – you realize you're repeating the same thing on practically every page of your website. And the irony? Getting it perfect is exactly what got you stuck. That polished pitch you worked so hard to create is so good that it seems to fit everywhere.
Not So Perfect After All
For years, I didn't see this as a problem. I thought each section just needed its own special twist on the main sales pitch. But that's how you end up plastering "Robust, Reliable, Precise" across every market page, every product page, and the homepage.
The point is, industrial websites are almost never a one-page experience. When you craft the perfect pitch, you're optimizing for an elevator ride. But industrial purchasing decisions are more like a research project, with layers of consideration and multiple visits over time.
Different people come to your site with different needs and priorities. When we pause and take a step back, we discover these different perspectives tend to follow familiar patterns, especially in a niche like industrial marketing. This is exactly what buyer personas are for, but small marketing teams don't often have time for in-depth, enterprise-level strategy. The good news is, you won't need months of research this time around.
Astuteo's Industrial Equipment Buyer Personas
Here are three personas we've seen consistently shape industrial buying decisions. It may seem unintuitive at first, but giving your website more jobs to do actually makes it easier to develop content while creating a richer user experience.
The Operations Director
How can you prove to Mark, the operations director, that your equipment and solutions are the best investment for his company?
The Technical Systems Engineer
How can you give Kyle, the systems engineer, access to the technical insight and expertise he needs to figure out if your solution is right for his application?
The Mechanical Supervisor
How can you streamline the search and ordering process for Ryan, the mechanical supervisor, while making sure he gets quick answers to any logistical questions?
One Final Pitch
Like what you see but wish these were even more specific? In our experience, these personas cover about 80% of what most manufacturers need to consider, but Astuteo would be happy to work with you to create your own. From industrial marketing strategy on the front end to flexible content management on the back end, we're here to help.