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4 Essential Elements to Effectively Market Building Materials

25 Jan


Marketing is an important element of selling products and is very visible for things like consumer goods. Well-known marketing examples for items like toothpaste, refrigerators, and clothing abound. It isn’t a significant leap to apply those elements to drive sales for products in different industries. Indeed, building a brand around building materials utilizes many of the same tools, techniques, and resources.

  1. The Brand Matters Everywhere

Building a brand across multiple channels widens its reach. Instead of focusing solely on establishing a brand within the B2C space, it’s essential to extend that it to other audiences like those in the B2B environment. Establishing a presence within the B2B space can build partnerships, connections, and loyalty.

  1. Cultivate Influencers

The influencers within the building materials industry make a difference when it comes to the products that are chosen by consumers. This is true whether these consumers are homeowners or other businesses. So who are these influencers that need to be cultivated? Think about the engineers, builders, architects, and contractors that are important in the sector that you’re targeting. Those are your influencers.

  1. Don’t Dismiss Word-of-Mouth

Word-of-mouth advertising is what traditional marketing was built on. Instead of this factor being unimportant in the digital age, it simply must be adapted so that it works for the changing times. It’s important to harness the right tools and techniques to take advantage of word-of-mouth marketing in a way that presents your company in a favorable light.

  1. Identify Relevant Online Social Platforms

Though it’s likely that there will be some overlap within your target audiences when it comes to the online social platforms they use, some will be more specific to certain segments than others. LinkedIn, for example, is often where you can find influencers. Facebook and Twitter are used by both consumers and influencers. YouTube has traditionally been where many consumers get their information.

Does the marketing strategy you have in place for your building materials company contain the four essential elements outlined above? If not, can you envision a clear methodology to implement any that are missing?

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4 Ways Building Materials Manufacturers Can Benefit From a Blog

9 May



Businesses that don’t have a blog are not taking advantage of all the opportunities that this powerful marketing tool can offer. Even manufacturers of building materials can use their blog to reach out to new target audiences and grow their profits. Even if you don’t know much about blogging, these four reasons will convince you it’s necessary for your business. 

1. Connect with Customers

Blogs can provide means of connecting with customers and building relationships. This is especially true if you allow others to comment on your blog posts. Tying your blog topics to items that are in the news or that are trending means that people who are searching for that topic are more likely to find your website. 

Be sure to follow up on any comments and/or questions from readers in a timely manner. Answering succinctly and in a manner that is easy for the average person to understand shows good customer service and helps build relationships. 

2. Gain Authority

Your blog needs a purpose, like being a vehicle for imparting high-quality information that your audience can use.  Posting well-written blogs can help you gain a distinctive voice of authority within your industry. It’s important to refrain from directly selling to your audience when you write blog posts. 

While this might sound difficult, it doesn’t have to be – if you keep in mind that you are trying to be informative rather than sell. For example, instead of simply pointing out that you sell several different types of a particular building material, outline the benefits of each one in a way that makes it easy for your readers to choose the right one for their needs. 

3. Reach a Different Demographic

Think about your ideal customer that is most likely to purchase your products. Now visualize what the next generation of your customers is doing right now. Chances are that last demographic is online a great deal. Tapping into that up-and-coming customer base is crucial to ensuring the continued success of your business. 

4. You Stay Informed

One of the least well-known – but most important – reasons for maintaining a blog for your business is that it forces you to stay up-to-date on the latest happenings in your industry. Blogging about trending topics gives your business a stance of authority which you will have earned since you needed to research the topic before blogging about it. 

Don’t let this marketing tool sit idle any longer, take advantage of all the opportunities blogging can bring your business. Put these four tips into practice in your upcoming blog posts and let us know if they work for you by reaching out to us at here.





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6 Trade Shows Building Products Manufactures Must Attend

4 May



Trade shows are an optimal platform from which to introduce a captive audience to the latest innovative product or service you have to offer. The following trade shows are ones that should be on your short list for 2017 and ones to keep on your radar for 2018.  

 1 . National Hardware Show

Held each year in Las Vegas, Nevada, the National Hardware Show will run from May 9-11 in 2017. This annual trade show brings resellers and manufacturers from housing after-market sectors such as repair, remodeling and maintenance together. With attendance projected to top 35,000 over the course of its three-day run, 83 percent of people who have visited the trade show previously noted that they did so to look at new products. 

 2 . ENR FutureTech

San Francisco, California is the site of this year’s ENR FutureTech trade show. Hosted by Engineering News Record from May 30 until June 1 2017 , the show focuses on technology and its continuously-expanding role in construction, engineering and architecture. Combining intimate networking opportunities and interactive workshop sessions provides the opportunity for attendees to learn how technology applications can drive performance, profits and project delivery. 

 3. Remodeling Show | DeckExpo | JLC LIVE

Remodeling Show | DeckExpo | JLC LIVE – often shortened to R|D|J for brevity – is a three-day event that combines exhibit hall activities with workshops and other conference programs to provide training, education and networking for those in the residential construction industry. Held at the Baltimore Convention Center, R|D|J  2017 is slated to run from October 25-27. 

 4. Greenbuild

Hosted by the US Green Building Council from November 8-10 2017 in Boston, Massachusetts, Greenbuild boasts 20,000 registered attendees. Focusing on the premise that not only is green building an innovation that is shaping the current landscape of the industry, it is a concept that will continue to grow in the future, Greenbuild is dedicated to providing a forum for experts, professionals and industry leaders to connect. As the biggest conference dedicated to sustainable building in the world, Greenbuild generates a “Legacy Project” each year that is designed to deliver real-world solutions for the community whose outcomes will last for years to come. 

 5. Design & Construction Week

From January 9-11, 2018, Orlando will be the host city of Design & Construction Week. Expect more than 80,000 construction and design professionals to converge on the city to learn, talk and network at an event that is a combination of the talents of the NAHB International Builders Show (IBS) and the NKBA’s Kitchen and Bath Show (KBS). 

 6. AIA Conference on Architecture

New York City will be the home of the American Institute of Architects 2018’s National Convention. Set to go June 21st – 23rd the convention will feature intensive half-day and full-day workshops, seminars by leading architects and firms on emerging industry trends, tours of city architecture, events, and experiences covering the topic of the ever-changing world of architecture. The conference aims to create a space where a collection of talented and visionary individuals who are dedicated to improving the quality of life for all people in all communities come together.


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2017 Trends in Building Materials Sales & Marketing

11 Apr



The building materials industry is unlike all others. The approaches you must use to market and sell product differs from nearly all other industries. This year, you can expect the following trends to lead the way in terms of building materials sales and marketing:

  1. Go Digital

If your building materials business doesn’t have a website – or if the one you have is outdated – you’ll likely miss out on some business. Whether it’s an architectural firm searching for materials for a client or builders and contractors doing the same,  most of them start by looking online at websites. If yours isn’t easy to navigate and full of the sort of information your audience is looking for, they’ll go elsewhere to find it.

  1. Use Videos

It’s likely that your target audience is much like you: busy, focused, and goal-oriented. You need to make sure the message you’re trying to convey fits into their lifestyle. Using videos to explain the features of a particular building material in action is a quick and easy method of drawing in the viewer. Video entertains as it explains and can lead to further inquiries or solidify the thought that a particular material is the right one for the job.

  1. Become a Thought Leader

Simply making your building products available isn’t going to be enough to get your audience’s attention these days. Instead, you’ll need to become a “thought leader” by producing online content like articles, blog posts, and videos that offer your audience solutions to their problems.

  1. Understand How to Use Social Media

Barring a few examples – Home Depot and Lowe’s come to mind – most businesses in the building materials industry aren’t sure how to use social media to their advantage. 2017 is the year that your business needs to tap into the possibilities that come with connecting with the  65% of adults who use social media. The key is to discover what matters to your audience, then become a thought leader by posting the results of that research on your profiles.

  1. Mobile is a Priority

If you’re like most people these days, you treat your phone almost like a miniature computer that you can conveniently access while you’re on the go. It’s a safe bet that most of your audience relies on their smart phones in much the same way. This is a key reason why  your website must be optimized for the mobile user.

Tap into the growth that is expected in 2017 by ensuring that your business is positioned so it can take advantage of the above trends. ER Marketing is effective at helping brands meet their marketing and sales goals. Contact us today and find out how we implement our cores values and building products expertise to deliver real solutions to clients.

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Social Influencers for Every Industry

17 Nov

Try These Tips for Selecting the Right Social Influencer


Social media influencers can play a critical role in your marketing strategy. Partnering with the right one can give you access to the influencer’s blog and social media channels, and connect you to a precise audience segment that your business otherwise may not be able to reach.

However, there’s a misperception that collaborating with social media influencers is only for consumer brands – fitness, fashion, video games – not B2B industries such as building products.

Partnering with the right social influencer can amplify your message with key audiences – regardless of industry. So how can your business identify the right social influencer? Try these tips:

Ask for Analytics

All major social media sites have robust analytics programs that social influencers can access. Before you commit to an influencer based on their subscriber count, have a conversation about their audience. Serious social influencers regularly review their stats to focus their efforts on top demographics. They know who’s visiting, what they like and how they respond. In the same way you request a report from a TV station before an ad buy, ask for a similar report from a social influencer. Not only will their response show a true mastery of their audience, it also will showcase a business sense that will help reach your target audience.

Look for Consistency

The size of the audience that follows a social influencer is one thing – reach is quite another. For instance, the YouTube view count to subscriber ratio is an important metric that shows the difference between a live marketing channel and one that may be too general. Look for social influencers who maintain a consistent view count for all posts, not influencers who seem to lose their audience and gain it back intermittently.

Find Subject Matter Experts

You’ll find your niche in the world of social influence by looking for people who’ve mastered their craft. Social influencers usually connect their rates to the audience size. If you find someone who’s early in their platform development but knowledgeable about the subject matter, you may be able to secure a discount for their services.

Material on the internet stays forever, so as an early influencer builds their audience, your sponsored content would continue to reach new followers. Subject matter mastery drives new followers to an influencer. In fact, if your brand is somewhat established, you may give a social influencer the boost they need to attract new audience members, which would benefit you both.

B2B or consumer, there’s a social influencer who can help connect you with your audience. The right one will amplify your message with precise audience segments your business otherwise may not be able to reach.

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