It is a new year, which means it is time to start looking at your marketing strategies to spur growth for the next twelve months. Whether you already have an established presence on the internet or are looking to really surge, there are many different paths you can take to improve sales. Here are a few top digital marketing tips for building material manufacturers.
1. Content is Incredibly Important
You might think that having a website is enough digital marketing for building materials. However, you should be blogging or adding new information on a regular basis. The reason for this is two-fold. Not only does it help improve your search engine ranking, but it also works to educate your customers on the items you manufacture.
Ideally, you should post one to two new pieces of content on your website and social media profiles per week. However, this doesn’t have to be text. It can be in the form of an instructional video, photo gallery, contractor spotlight, etc. Getting creative and continually adding new content is a good way to build trust with customers and stay engaged with your audience.
2. Social Media is Still a Viable Marketing Option
If you’ve been posting to your social media profiles and haven’t seen much of a return on your investment, don’t worry. Social media is still a very viable marketing option for building materials manufacturers, but you have to really dial into where and how your target market is most receptive.
For example, those that solely engage in B2B sales should look at platforms like LinkedIn as a way to connect with contractors, service professionals, and retail buyers. Those that sell directly to consumers can consider other options, like Facebook, Instagram, Houzz, and Pinterest.
Keep in mind that there is a lot of noise on all of these channels. Make sure all of your posts are professional with good graphic design. And stay consistent so that your posts don’t get lost in the shuffle.
3. Search Engine Optimization is More Crucial Than Ever
Ask any digital marketing expert and they’ll flat out tell you that the most important investment you can make is search engine optimization (SEO). It’s one thing to have a robust business website, but it becomes utterly useless if your customers can’t find it while using Google.
Where a lot of building material manufacturers struggle with this process is that SEO can be incredibly time-consuming. If you aren’t skilled at keyword research and both on-page and off-page optimization, it’s probably a good idea to work with an expert.
4. Email Marketing is Smart for B2B
Another area where you can grow your building materials business in 2021 is with email marketing. If you haven’t pushed to grow your email list yet, it’s never too late to start.
There’s a good chance you have created a valuable content piece that lives on your website relative to your industry or you have at least considered doing so. By gating this content, or asking visitors to input an email address before they can view it, you can start to increase your contact list while knowing they were interested to learn more information from the start.
Having an email list is also good for keeping your brand name top-of-mind with customers. If they regularly see your company in their inbox, they’re much more likely to make a purchase when they’re in need of the supplies or services you offer. However, it is important to keep in mind that email frequency does not garuntee engagement. It all circles back to making sure that the content you supply your audience nurtures their interests. This is where developing a more in-depth drip campaign and customized emails to segmented lists can take your email strategy to the next level.
5. Paid Advertising is One Successful Way to Market Online
Are you wondering if paid marketing works for your niche? The answer is yes. However, there is a caveat to this. When using paid digital marketing for building materials, you have to choose who your target audience actually is and strategize your campaigns accordingly.
To explain this further, think about how you would write copy for a paid ad being shown to consumers versus contractors. The wording would likely be a bit different and your overall message slightly altered.
Paid advertising for consumers is usually successful on places like Google, Facebook, and Instagram. For B2B clients, you’ll want to stick with platforms such as LinkedIn or those that you can segment your audience by job title or employer.
Set Your Company up for Digital Marketing Success in 2021
Growing your building materials business through digital marketing is completely viable in 2021. The key is to have an omnichannel approach encompassing a wide range of the concepts we’ve discussed here. By having a varied strategy, you can make multiple contacts with your target market for a top-of-mind approach. Simply put, they’ll remember you next time they need something in your inventory.
Want to learn more about growing your building materials company with help from ER Marketing? We are especially skilled at helping put together a marketing plan for building material company owners just like you. Please contact us today to learn more.