Best Practices for Digital Transformation in the Chemical Industry

Best Practices for Digital Transformation in the Chemical Industry

Derek Morgen

Digital Marketing Expert

As chemical businesses are embracing the power of technology to transform their operations and enhance their competitive edge, it is important to understand the best practices chemical companies are adopting for a successful digital transformation.

Through our experience of implementing digital channels for hundreds of chemical companies and discussions with thousands of industry experts, we have identified the following best practices for the digital transformation of chemical businesses.

The importance of the discovery phase in your customer’s journey 

Before exploring best practices to streamline your customer experience, it's essential to recognize the critical role of the Discovery phase in shaping your customers' digital journey.

During the Discovery phase, customers actively seek solutions to their problems, whether finding the right products for specific applications, self-learning through research, comparing products, or seeking additional information - often venturing onto third-party websites for insights.

The discovery phase is the foundation for implementing effective strategies that resonate with potential customers and elevate your brand's digital presence.

In order to stay competitive, chemical companies are adopting four must-haves when it comes to their digital presence:

  1. You must be found on Google, Bing, and other search engines (via SEO, SEM)
  2. You must provide easy access to your portfolio (e.g. digital product catalogs)
  3. You must offer comprehensive, accurate, authentic, up-to-date information on each product (via Product Information Management System)
  4. You must make it easy to obtain more information on each product - documents, application guides, etc. (via Product Information Management Systems)

With this understanding in mind, let's explore the best practices for the discovery phase of your digital transformation in the chemical business.

Best Practices for Streamlined Digital Transformation

One key aspect of this transformation is digitizing product catalogs and utilizing smart digital tools. Today, we will explore three steps to accelerate this process.

1. Create Your Own Taxonomies and Master Product Data

Taxonomies are crucial in driving search engine algorithms and influencing buyer behavior. It is imperative to develop your own unique taxonomies rather than simply deploying someone else's.

Creating your own taxonomies ensures your products are accurately classified and easily discoverable by potential customers. If your taxonomy is duplicated or deployed on third-party sites, it causes search engine confusion and hinders your potential to rank well organically.

As your business evolves, customer data will eventually be associated with product data. Therefore, building and maintaining your own master product data becomes crucial for future success.

2. Choose the Right PIM System and Provider

A Product Information Management (PIM) system is the central hub for managing and enriching product information. It is the single source of truth for your product data and documents. When selecting a PIM system, you must consider a few key factors.

Firstly, make certain that you have your own encrypted instance of the PIM system. This solidifies data security and integrity, as your product data should not be part of another, broader dataset.

Secondly, choose a PIM system provider that enriches your product information, making it unique, comprehensive, and aligned with your brand identity. A good PIM system facilitates effortless data management and customization, permitting you to present your products accurately and effectively.

3. Deploy Digital Catalogs on Your Own Website

Deploying digital catalogs on your own website offers several advantages for your chemical business. Firstly, it elevates your brand in the digital world, allowing you to showcase your products and services in a professional and user-friendly manner. Your website becomes the platform where potential customers engage with your brand, explore your portfolio, and connect with your team.

Furthermore, having a digital catalog on your website provides an easy and intuitive way for customers to search, filter, and find the products they need. It enhances their overall experience and improves their chances of making a purchase.

There are two popular methods of launching digital catalogs on your website.

The first method involves linking the digital catalog to the product listing on your website. Astro Chemicals exemplifies this approach by successfully integrating its catalog with its website.

The second method is to integrate the digital catalog natively into your existing website. The Whitaker Company is an example of a chemical business that has seamlessly integrated its digital catalog into its website.

Implementing these best practices into your discovery phase, chemical businesses significantly improve the customer experience and unlock the full potential of their digital transformation. Creating unique taxonomies, choosing the right PIM system, and deploying digital catalogs on their own website will help elevate their brand, attract more customers, and streamline their operations, which in turn helps them stay ahead in the highly competitive chemical industry.

Are you ready to take your chemical business to the next level with digital transformation? Let's connect today to explore how we can assist you in your journey:

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