Now More Than Ever, Marketing Still Matters to the Bottom Line
Those of us who have been in the building products industry for many years know that when times get tough, marketing can be one of the first things to get cut. The simple, undeniable truth is that B2B marketing is often underrated, and sometimes under-appreciated—but still effective and important to sales strategy in 2016 and beyond.
I recently came across a video from the 2015 Remodeling Leadership Summit and Big50 Awards ceremony, in which Bruce Case, the President/CEO of Case Remodeling, discusses the importance of marketing to his business. It’s a simple little palate cleanser, but worth watching. Here are a few quotes I pulled if you don’t have time to watch the whole thing:
“The marketing plan is the lifeblood of the business…[yet] a lot of people are tempted to cut that expense. But then that begins the ‘death spiral’ because the calls stop. In today’s world of social and digital marketing, you can do it in creative and less expensive ways.”
Importance of Digital Marketing in Building Products
Digital marketing has reshaped how building products reach customers. Using search engine optimization, businesses can appear in front of potential buyers actively searching online.
Social media platforms help brands connect directly with consumers, fostering engagement through comments and shared content. Email campaigns also offer a direct line to customers, keeping them informed about new products and promotions.
- On the importance of marketing.
“What we’re really trying to do is drive people to our website, use the website, get people educated, and then get them come to us.”
Leveraging User-Generated Content
User-generated content has become a powerful tool for building products companies. Encouraging customers to share their successes with your products on platforms like Instagram builds trust and credibility.
Visual storytelling can captivate potential buyers, showing real-world applications and satisfied customers who can attest to a product’s quality. This kind of content not only promotes your brand but also improves customer engagement.
- Sound familiar? (Content marketing, “help, don’t sell,” buyer journey, etc.)
“We need to look to where we’re going to be in five years. With Houzz and Porch, things are going to be vastly different in five years. And it’s trying to figure out how we’re going to be in the wave, not in front of the wave so the wave crashes over. Look at other industries. Taxis were bowled over by Uber in a short time.”
- On why the building industry needs to always look ahead and innovate. As marketers, we will get pushback on this, but he’s right—it’s not enough for us to address current challenges; we have to be that much smarter and look ahead to tomorrow’s challenges as well. Sounds exhausting, doesn’t it?
Those were just a few of my favorite quotes from the video, but check out the whole clip here. (Don’t worry—it’s only about two minutes.)
