In spite of its demonstrated success in other industries, building products manufacturers have been slower to adopt digital marketing as either a complementary strategy alongside print or as a stand-alone strategy. That view is slowing changing as companies focus more of their marketing budgets on digital products such as content creation, SEO, website optimization, video, and more. The trick is to deliver what your audience wants to know without being pushy or aiming for the quick sale.
1. Be Helpful, Not Salesy
The first rule of digital marketing with a goal of increasing sales is to provide helpful information – without pushing for the sale. This helps to build a relationship of trust and establishes your business as one that is an expert in the field.
2. Be Entertaining
This doesn’t mean to pull out the jester hat and do tricks. It means instead of posting dry and boring content that explains concepts in a lackluster way, seek to make everything readable, interesting and informative. Your visitors should be able to easily relate your information to their own situations and come away having learned something.
3. Embrace Video
Video is a marketing medium that is just now reaching its stride. As a platform, video provides a method of entertainment as well as a medium for offering step-by-step instruction. It’s an engaging way to deliver all types of content. As a bonus, videos can be easily posted to different social media sites.
Digital marketing is a flexible, versatile and engaging method of driving sales for any industry. The building materials sector can use the above tips to get started in this exciting endeavor.