How to market building materials to professionals is a dilemma many marketers find themselves confronted with as they try to help their clients succeed in this rapidly changing online arena. While many traditional outlets have embraced digital tools as an acceptable way to market, the industry has been slow to embrace digital marketing tools for marketing.
This is why many professionals still tend to prefer calling on the telephone or networking with old friends over reaching out to the masses with digital platforms such as Facebook, Twitter and LinkedIn. While these methods may be more convenient for the occasional business contact, it’s important to realize that this contact not only provides an opportunity to strengthen current client ties, but it also provides an opening for new business connections.
Work with a digital marketing agency to help improve your branding and product awareness
If you take the proper approach to your social media marketing and branding, your digital marketing ought to be an extension of how well your business is already able to establish and foster business relationships via traditional channels.
As previously mentioned, the building materials industry is particularly stable and reputable compared to other niches in the advertising and communications space. Yet even within this niche, there are numerous options.
Digital marketing professionals can leverage the power of digital media such as YouTube, MySpace and Facebook by using the same strategies employed in traditional advertising to reach potential clients. The secret to optimizing these marketing tools, however, is being sure you’re targeting those potential clients with the kind of message and content they’re most interested in.
One of the most important things to remember when creating a digital marketing strategy is how to use the mediums most likely to connect with your target audience. When it comes to how to market to professionals, it is important to remember that your target audience may be completely different than those featured on your website or social media pages.
Network through the various industry-related blogs, websites and community forums
By networking with industry-related blogs, websites and community forums, you will be able to find key influencers within your industry. In turn, these individuals can help you better define and explain the products and services you offer.
This is because the content found on most digital marketing sites are more geared towards general audiences, rather than specific professionals within the building materials industry. In contrast, these sites are frequented by contractors, professionals and consumers alike. This means that you can reach more by investing in online marketing campaigns than you would by spending on advertising in traditional outlets.
Increase your online presence by posting links and graphics to your company’s Facebook page, Twitter feed, YouTube channel and IG account
Additionally, you can make your online presence felt by posting links and graphics to your company’s Facebook page, Twitter feed and YouTube channel. As you’re focusing on these forms of digital marketing, you should also look into bookmarking and sharing sites. These will not only allow you to expose yourself to a wider audience, but it will also allow you to share your content with an even larger group of people. In essence, social media is essentially free advertising for you, as you’re allowing your content to be spread far and wide for free.
At the end of the day, there are two major benefits of investing in digital marketing for your construction business. The first benefit is that you can market to a target audience without wasting resources in other forms. The second benefit is that by tapping into social media, you can better pinpoint your target audience pain points. What do I mean by this? Your target audience pain points are the common threads in the lives of your customers, and by understanding them, you can better understand their needs and desires.
Put together a great content using photos from your project portfolio and followed up with a link to either a blog or online forum
For example, if you’re a builder in the Seattle area, you may have many friends and relatives in the area. By creating a profile on one of the popular social media platforms such as Facebook or Digg, you can expose your business to a targeted audience. Many times, these customers are also looking for housebuilders.
If you put together a great ad using photos from your project portfolio and followed up with a link to a blog with relevant content, you may find that many of these potential customers will contact you via Facebook or Digg. By providing helpful, useful content, and connecting with these customers on a personal level, you can tap into their core needs and become an integral part of their lives.
When you understand how digital marketing is changing the rules of the game for the home builder and the professional who want to build their dream home, it’s time to create a long term strategy. Your strategy should include not only the creation of a Facebook page and/or Digg account, but also the hiring of a digital marketing agency to guide your business through the process.
These agencies have a wealth of experience in the realm of creating effective ads and content, as well as hiring successful sales teams. By investing in your future, now is the best time to take advantage of all that modern technology has to offer.
