As a building materials manufacturer, your business needs solid demand generation strategies. Demand generation can be boiled down to targeted programs that are designed to spark interest and drive awareness of your brand, its services and products. The following demand generation strategies provide a solid blueprint:
1. Social media marketing
Marketing using social media is not just for B2C companies anymore. With the popularity of such social outlets, nearly all companies – such as building materials manufacturers – benefit from a focused social media strategy. This is because 100 percent of the decision makers in these businesses uses social media to accomplish their work goals. Be sure that your focus is on capturing those decision makers by building their trust and providing them with the information they need and want.
Focus on LinkedIn’s Company Pages and Showcase Pages, and use Lead Gen Forms to capture contacts without friction. Track campaigns with UTM parameters in analytics so you can attribute inquiries, refine targeting, and prioritize winning posts.
2. Inbound marketing and your website
Not only does your website provide a place where these decision makers can learn more about what you have to offer, contact you for further information, or order building materials from you, it also offers you valuable insight as well. You’ll be able to observe the digital pathways that fuel your audience. Using blog posts, content offers, and other tactics can reveal their pain points, interests, preferences, and other vital information.
Make sure pages are mobile-friendly and fast, because Google uses mobile-first indexing and evaluates Core Web Vitals. Place clear calls to action and short forms on high-traffic pages to convert research visits into inquiries.
3. Content marketing
Any strategy that involves marketing building materials – whether introducing a new product, moving slow-selling stock, or any other purpose – needs to have solid content behind it. The content you have on your website and on your social media platforms has an effect on those who see it. Well-written, informative, and entertaining content captures a viewer’s interest and addresses their pain points.
4. Lead nurturing
When you hear the word “lead” in association with your business, do you equate it with “sale?” While the object of the interaction with a lead is to convert them to a sale, it’s important to educate and inform them in a way that addresses their needs. This non-sales focused response helps to build trust so that your leads see you as an expert in the building materials industry. By offering relevant content to your leads over a period of time, you can set your company up to be the one they turn to when your leads are ready to buy.
Build behavior-triggered email sequences after a download or key page view, segmenting by role like architect or contractor. Include an unsubscribe link and sender details to comply with CAN-SPAM, and honor GDPR consent where applicable.
Demand generation is all about giving your audience what they want so your business will come to mind when they need building materials for their next job. Carefully tweaking your strategy over time ensures you get the results you need.
