The world is continually evolving into a digital sphere. We all now reach for the internet through our digital devices to search for information or to get things done. Most professionals rely heavily on the internet for information and socialization, and building contractors have not been left behind by this wave.
In the past six years or so, building contractors have had a dramatic shift in the way they source for building products information, purchase construction materials, and interact with manufacturers as well as building products’ distributors. More and more contractors now prefer to research information about construction products online, as well as make purchases through the channel.
Therefore, as a product manufacturer or distributor seeking to appeal to contractors, your brand must have a powerful digital presence. You must provide a wide range of online connection points for interaction, including social media, website content and digital advertising.
Here are a few ideas to help you develop a marketing plan with creative digital marketing ideas that appeals to them:
- Learn as much as possible about your target
Do comprehensive research on the contractors and what they look for online about building products. Find out details such as the size of their businesses, what information they regularly look for, where they go to look for that information, and what they expect from you either as a manufacturer or distributor. All these details will help you know exactly how to tailor your digital marketing plan to appeal to the contractors.
- Establish yourself as a reliable knowledge source
Building contractors are professionals in their field, but they are constantly looking for information to boost what they already know or solve emerging challenges. They want ideas on how to perform their job better and more effectively. They are also looking for information on new industry techniques and products that can grant them a competitive edge.
And where do they go to look for this information? Online! So, build a digital marketing program that seeks to establish your brand as a reliable knowledge source for this information. Provide written content and videos demonstrating the use and benefits of new products or techniques. Make sure that your digital platform answers most questions that contractors often ask on search engines.
If you succeed in establishing yourself as an expert source, you will be one step closer to converting potential contractors into customers and building your brand’s loyalty.
- Build strong connections with the contractors
Building strong, long-lasting relationships with contractors is critical. Not only will they provide you with constant return business, but also refer you to many other builders looking for a reliable business partner. The best way to connect with them is through your website, social media, email marketing, content that establishes you as an expert or industry leader, and many more digital channels.
You can offer contractors regular offers on products through social media channels. You can also easily engage them to talk about your products; how they help them in the field, the challenges they face when using them, and any improvements they would suggest to make them better. This engagement makes the contractors feel recognized and hence develop a strong connection to your brand.
- Provide technical support
Contractors will also visit your website to resolve issues and challenges they face in the field. If you can provide this information to them consistently, they might just become your customers for good. Provide illustration videos on products’ application and installation on social media, your website, or channels like YouTube.
If possible, give a contact to a professional with immense experience and expertise in your products. Contractors can call them to request for advice on how to resolve issues.
