4 Demand Generation Strategies for Building Materials Manufacturers

4 Jul

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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. 

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. 

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. 

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. 

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How Videos Make Your Content Marketing That Much More Dynamic

29 Jun

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Society is becoming more visually-oriented as time progresses. Though social media has emerged as an incredibly popular text-based social medium, images are a vital component of Facebook, Instagram, Twitter, blogs, and other platforms. Content marketing featuring embedded video is especially engaging. There is no doubt that videos alone will not suffice for the brunt of content marketing, yet strategically adding video content certainly makes the delivery of the message that much more dynamic.

The Appeal of Video

People are inclined to watch videos because there is little effort required compared to reading text. All you have to do is sit back and absorb the visual and audio stimulation coming from the embedded video on the screen. Though there is a risk the viewer will tune out the message (like many currently do with TV commercials), a captivating video will likely hold your target’s attention. Especially short videos that are a couple minutes in length or shorter stand an excellent chance of making a meaningful impact on the target audience. So don’t attempt to communicate your entire message with a lengthy, in-depth video. Embed intriguing video content between blocks of text and your content will prove that much more engaging.

Video Evokes Emotion

A video that taps into the viewer’s emotion or sense of humor will make a lasting impact. These are the stirring videos that are shared thousands or even millions of times. Invest the time, effort and money required to generate high-quality video content with professional production and a polished script. Such content inspires people to share the video much more than video content that feels simple or rushed. Aim to evoke an emotional response and your video’s message will prove indelible. Perhaps more importantly, evoking such a response will persuade the viewer to share your video content on social media, through email and other means. This is exactly what your organization needs to maximize your content marketing push and build momentum through viral content.

An Important Piece of the Overarching Content Marketing Plan

The aim of creating videos to spread your message is to connect with target clients, enhance your overarching message, and inspire people to share your video. The beauty of incorporating videos into an expansive content marketing plan is that each component reinforces one another. Those who find your written content to be interesting will be inclined to click your videos and vice versa.

It is also important to note that some forms of media appeal more strongly to certain target audiences than others. A portion of your audience will find text-based content to be engaging. Another part of your audience will be compelled to take action after watching your videos. Some will find text-based content combined with embedded videos to be an especially powerful combination. In the end, a multi-layered approach to content marketing ensures you connect with as much of your target audience as possible.

Establish Your Organization as an Authority

Organizations sometimes find it difficult to use text-based content to establish themselves as industry authorities. The beauty of video content is that it presents the opportunity to put the organization’s authority figures on display. Feature your organization’s leaders in your video content and it will make a powerful impact. Take a moment to consider how a prospective client will respond to a video that features a prominent individual from your organization. A company leader’s presence establishes rapport and persuades the viewer to consider your organization as a legitimate authority in your niche. So be careful when scripting and producing your video. Seize the opportunity to strategically highlight your organization’s “rain makers” in your videos and the content will make an engaging and lasting impact that leads to long-lasting business relationships.

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Content Marketing and the Building Products Industry: What You Need to Know

27 Jun

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Content marketing is the driving force behind engaging those customers that are most likely to purchase your products. Rather than overtly selling to them and hoping that your tactics prompt them to make a purchase, you provide them with information that is valuable and engaging. Here’s how to make content marketing work for you.

1. Make a Plan

You won’t be able to determine if your methods are working without a solid plan and its supporting goals in place. Identifying your ideal audience is also a key factor during the planning phase. Your goals and audience are what fuel the plan you adopt.

2. Create Your Content

Once you have a solid plan hammered out, you can create content that addresses the goals you established and the audience you identified. It’s important to note here that you’ll likely have more than one audience in mind so your content might need to target one group at a time in order to be engaging. The creation of the appropriate content means lots of time researching and developing timely and value-driven information.

3. Develop a Promotional Strategy

While posting the content you’ve developed on your website is a solid first step in your content marketing strategy, don’t forget to go further. Tapping into the reach of social media channels expands the exposure of your brand, increases your reputation and improves your bottom line.

4. Implement Measuring Tools

All the content marketing in the world won’t continue to help your business grow and reach new audiences unless you know it’s working. Implementing measuring tools that rely on data and analytics is the key to your strategy’s success. Web analytics and key performance indicators (KPIs) deliver a numbers-based picture of your efforts. Looking over the areas where your content is weakest provides the information you need to fine tune your efforts.

Content marketing is a fluid and changing medium that allows you to more finely focus your efforts. The four-step process outlined above provides a workable road map for developing a content marketing strategy for your building products company.

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Driving Sales With Digital Marketing

22 Jun

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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.

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Mid-Year Review: Assessing Your Public Relations Strategy

20 Jun

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Now that 2017 is more than halfway finished, it’s a good time to take an objective assessment of your public relations strategy. Even if your company – like many others – reviewed your objectives, goals and solutions to ensure that your public relations were a better fit as the new year kicked off, it’s a good idea to perform this step again now that it’s been a few months since its implementation. Here’s what to look for when assessing your public relations strategy at the mid-point of the year.

1. How are you stacking up against your competition?

Whether you’re the leader in your industry or that’s a position that you aspire to, you need to know what your competition is doing. Holding your company’s performance up against other businesses within the industry is an effective measurement of the success of your public relations strategy. Knowing where your brand stands in terms of market share, online search results, and consumer loyalty shows you if and where you need to tweak your strategy.

2. Are you devoting enough time to public relations?

Boosting your brand to the kind of success you envision requires a long-range mindset. While there are exceptions to the rule, in most cases a brand doesn’t achieve household recognition from a single, well-placed mention in the media. Instead, it takes the creation of a long-term plan that’s built in realistic expectations and solutions, as well as plenty of time to implement it.

3. Do you know how your content, social media and SEO strategies are doing?

Public relations is all about getting the awareness of your brand out to as many people as possible. One of the most effective methods of doing so is by leveraging SEO, content marketing and social media. Evaluate the results of your content marketing and SEO strategy thus far this year to determine if you need to make some changes.

4. Are you measuring your results on a regular basis?

While it’s a great idea to assess your public relations strategy on a yearly – or even a twice a year – basis, it will be more effective if you do so regularly. Data such as website referral traffic, market share and increased brand engagement can be pulled as often as daily to give you updates on the effectiveness of your strategy. Before doing so, however, be sure to establish some benchmark figures so you can measure this type of data more efficiently. Plan to assess your findings at least monthly so you can gain a keener understanding of your strategy’s effectiveness.

With this list of four questions, your brand can start a mid-year public relations assessment that sets you up for better performance for the rest of 2017. Don’t feel like you have to be hemmed in by these suggestions either as they’ll likely bring up other questions that need to be addressed along the way.

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